Post 11. Long term GoalThe Group’s goal is to offer attr

Post 1
1. Long term Goal:
“The Group’s goal is to offer attractive, safe and
environmentally sound vehicles which can compete in an
increasingly tough market and set world standards in their
respective class."
2.Balanced Scorecard:
Financial Perspectives:
Profit: 6.5 percent to 7.5 percent.
Operating return on Sales: 6.5 – 7.5%
Return on investment: 12-14%
Customer Perspectives:
Market penetration:
Offer affordable city cars, functional light commercial vehicles.
Inspire new customers and keep them loyal.
Internal Business Process:
Property, Plant and Equipment improvements
Learning and growth:
Employee satisfaction:
Competent and committed employees
Take on responsibility for the environment and society.
Develop sustainability as management principle
3.Balanced Scorecard effects on Manager:
Balanced score card helps manager to develop an efficient
policy which leads to achieving the organizational goal.
4.Lead and Lag Measure:

Lead indicators are measures of non-financial and financial
outcomes that guide management in making current decisions
which yields results in the future. For example, here return on
investment would be a lead indicator.
Lag indicators are results of management decisions which are
made earlier. For example, here lag indicator is company’s cash
flow.
Post 2
I chose Capital One.
Website of bank: https://www.capitalone.com/
1. What do you think that banks overall long-terms goals are?
Based on my research Chase banks long-term goal might be
improve more services on making everything digital and to get
more market and increasing the wealth and expanding the
mortgage business.
2. Develop a balanced scorecard for the bank, include two to
five measures in each of the scorecard’s perspective.
Financial: Advance cash flow and profitability of every plan or
strategy in the Capital One company, Creating return in
investments by growth by advances and aggregate deposits,
Enough for liquid cash flow and get return and long-term and
short-term investments.
Customer: Profits through customers on high in demand
products, Customers belief and trust to increase loyalty and firm
by measuring and solving customers’ needs via complaints and
measure growth rate of customers in bank per month.
Internal process: To recruit and maintain eligible employees and
develop a new process and strategy and achieve objective goals
and develop new working environment which will help to
develop more automating process and advance process in

transaction which will help to increase average time for
processing transactions in the firm.
Organization Captivity: In this advanced tech world, customers
always focus on easy way banking everywhere, so up-to-date
facilities will increase customers in the bank. Also, it should
benefit employee’s growth in training and satisfaction. This will
help to develop new business ideas and increase the market
value of firm.
3. How would the balanced scorecard would affect the way
managers develop the banks strategy?
Balance scorecard will help in providing report for both
financial and non-financial growth in the bank, which will
analyze performance of financial and non-financial growth, and
with the results of this two factors manager will develop
different ways of process to achieve company’s goal.
4. Explain the concept of lead and lag measures in the context
of the scorecard you developed.
Lead and Lag are guide for management to take active actions
and outcome of action that taken, here lead is the action and lag
is the measurements of outcomes. Measure of financial
performance growth should be always positive and improved,
which will lead the guide of measuring the customers and
process more growth and satisfy customer needs and increase
financial measures. Here, lag measure outcome is to achieve
goal of process and guidelines followed by management and
lead measures.
Post 3
"Encrypt everything to ensure your information!" is a typical
exhortation from information protection and security groups

nowadays. In any case, there are parcel of worries about the
information encryption. By and by, I am against encoding
everything, except touchy information ought to consistently be
Encrypted with the exception of when it is being processed*, for
example utilized by an application, which requires plaintext
information
Should the information be Encrypted? Assuming this is the case,
what information ought to be Encrypted?
Strong user passwords or credit card data in a database in plain
content is a major issue. It seems like normal that you'd encrypt
that data yet very regularly it's left all the way open or feebly
Encrypted. Weak encryption isn't much superior to no
encryption. To the naked eye you can't peruse the information,
however on the off chance that the assailant can download the
Encrypted information, they have a lot of time to split the
encryption later on. A few organizations don't utilize any sort of
encryption when sending classified information over open and
non-made sure about systems. This implies a snooper on that
hotspot can block all decoded transmitted information,
including passwords. There is then a likelihood that the snooper
can utilize those caught accreditations to sign into the
organization's business frameworks, distributed storage or
intranets. To prevent exposure of delicate corporate information
to unapproved individuals in current situation, information
should be made secured.
Difficulties with complete information encryption:
Probably the greatest test with automated encryption is the
capacity and recovery of the mystery key which must be utilized
to open the information. That solitary key must be a worth
comprehensible by your product yet ought to be difficult to get
to by any other individual. When utilizing solid encryption, this
is the weak point.

Post 4
Encryption is the process of encoding information. This process
converts the original representation of the information, known
as plaintext, into an alternative form known as ciphertext. Only
authorized parties can decipher a ciphertext back to plaintext
and access the original information. It is one of the most
popular and effective data security methods used by
organizations.
Data encryption is the safest way to prevent the security
breaches that occur in organizations and to protect company’s
confidential data. Data encryption is easy and also important to
protect digital data confidentiality as it is stored on computer
systems and transmitted using the internet or other computer
networks. To safeguard the security of IT systems and
communications the outdated data encryption standard has been
replaced by modern encryption algorithms. These algorithms
provide confidentiality and drive key security initiatives such as
authentication which allows the confirmation of message origin,
Integrity which gives evidence that a message content has not
changed since it was sent, Non-repudiation ensures that a
message sender cannot deny sending the message. Most of the
organizations are implementing encryption and it is becoming
easier for IT pros. Knowing it’s importance will only improve it
further, with data security now the highest priority.
Encryption will help individuals and organizations to prevent
themselves from identity theft, cyber-fraud and the hefty price
of data being lost or stolen or ransomed off. With modern-style
encryption, data is transmitted and scrambled in such a way that
it can only be decrypted by someone possessing the actual
encryption key. It is hard for hacker to decrypt the data.

with MyLab BusinessCommunication®
• Reporting Dashboard—View, analyze, and report learning
outcomes
clearly and easily, and get the information you need to keep
your
students on track throughout the course with the new Reporting
Dashboard. Available via the MyLab Gradebook and fully
mobile-
ready, the Reporting Dashboard presents student performance
data at the class, section, and program levels in an accessible,
visual
manner.
• Pearson eText—Keeps students engaged in learning on
their own time,
while helping them achieve greater conceptual understanding of
course
material. The worked examples bring learning to life, and
algorithmic
practice allows students to apply the very concepts they are
reading
about. Combining resources that illuminate content with
accessible self-
assessment, MyLab with eText provides students with a
complete digital
learning experience—all in one place.
• Quizzes and Tests—Pre-built quizzes and tests allow you

to quiz students
without having to grade the assignments yourself.
• Video Exercises—These engaging videos explore a variety
of
business topics related to the theory students are learning in
class.
Quizzes assess students' comprehension of the concepts covered
in
each video.
• Learning Catalytics™—Is an interactive, student response
tool that uses students' smartphones, tablets, or laptops to
engage them in more sophisticated tasks and thinking. Now
included with MyLab with eText, Learning Catalytics enables
you to generate classroom discussion, guide your lecture,
and promote peer-to-peer learning with real-time analytics.
Instructors, you can:
■ ■■ Pose a variety of open-ended questions that help your
students develop critical thinking skills
■ ■■ Monitor responses to find out where students are
struggling
■ ■■ Use real-time data to adjust your instructional strategy and
try other ways of engaging your students during class
■ ■■ Manage student interactions by automatically grouping
students for discussion, teamwork, and peer-to-peer
learning
A L W A Y S L E A R N I N G

Giving Students the Skills and Insights They Need to Thrive
in Today’s Digital Business Environment
The essential skills of writing, listening, collaborating, and
public speaking are as important as
ever, but they’re not enough to succeed in today’s business
world. As business communication
continues to get rocked by waves of innovation—first digital
media, then social media, now
mobile communication, and watch out for the upcoming
invasion of chatbots—the nature of
communication is changing. And the changes go far deeper than
the tools themselves.
In this exciting but complex new world, no other textbook can
match the depth and range of
coverage offered by Business Communication Today.
Figure 1.7 The Social Communication Model
The social communication model differs from conventional
communication strategies and practices in a
number of significant ways. You’re probably already an
accomplished user of many new-media tools, and this
experience will help you on the job.
Tendencies
Publication, broadcast
Lecture
Intrusion
Unidirectinal

One to many; mass audience
Control
Low message frequency
Few channels
Information hoarding
Static
Hierarchical
Structured
Isolated
Planned
Resistive
Conventional Promotion:
“We Talk, You Listen”
The Social Model:
“Let’s Have a Conversation”
Tendencies
Converstion
Discussion
Permission
Bidirectional, multidirectional

One to one; many to many
Influence
High message frequency
Many channels
Information sharing
Dynamic
Egalitarian
Amorphous
Collaborative
Reactive
Responsive
Tools, Techniques, and Insights for
Communicating Successfully in a
Mobile, Digital, Social World
●●
●●
●●
●●
●●

●●
COMPOSITIONAL MODES FOR DIGITAL AND SOCIAL
MEDIA
As you practice using various media and channels in this
course, it’s best to focus on the
fundamentals of planning, writing, and completing messages,
rather than on the specific
details of any one medium or system.2 Fortunately, the basic
communication skills required
usually transfer from one system to another. You can succeed
with written communication
in virtually all digital media by using one of nine compositional
modes:
●● Conversations. Messaging is a great example of a written
medium that mimics spoken
conversation. And just as you wouldn’t read a report to someone
sitting in your office,
you wouldn’t use conversational modes to exchange large
volumes of information or
to communicate with more than a few people at once.
●● Comments and critiques. One of the most powerful aspects
of social media is the
opportunity for interested parties to express opinions and
provide feedback, whether
by leaving comments on a blog post or reviewing products on an
e-commerce site.
EMBRACING THE BACKCHANNEL
Many business presentations these days involve more than just
the spoken conversation

between the speaker and his or her audience. Using Twitter and
other digital media, audi-
ence members often carry on their own parallel communication
during a presentation via
the backchannel, which the presentation expert Cliff Atkinson
defines as “a line of com-
munication created by people in an audience to connect with
others inside or outside the
room, with or without the knowledge of the speaker.”29
Chances are you’ve participated
in an informal backchannel already, such as when texting with
your classmates or live-
●●
●●
●●
●●
●●
Producing Business Videos
No matter what career path you pursue, chances are you’ll have
the need or opportunity
to produce (or star in) a business video. For videos that require
the highest production
quality, companies usually hire specialists with the necessary
skills and equipment. For
most routine needs, however, any business communicator with
modest equipment and a
few basic skills can create effective videos.
The three-step process adapts easily to video; professionals
refer to the three steps as

preproduction, production, and postproduction (see Figure
9.15). You can refer to one of
the many books available on basic video production techniques
for more detail, but here
are the key points to consider in all three steps. (A note on
terminology: digital video-
graphy has inherited a number of terms from film that don’t
make strict technical sense
but are in common use anyway, including footage to indicate
any amount of recorded
video and filming to indicate video recording.)
●●
6
LEARNING OBJECTIVE
Identify the most important
considerations in the preproduction,
production, and postproduction
stages of producing basic business
videos.
The process of creating videos is
divided into preproduction, pro-
duction, and postproduction.
●●
●●

Figure 8.2 Business Applications of Blogging
This Xerox blog illustrates the content, writing style, and
features that make an effective, reader-friendly company blog.
Source: Courtesy of Xerox Corporation.
Like many large corporations, Xerox has a variety
of blogs. This menu give quick access to all of
them.
The search box lets visitors quickly find posts on
topics of interest.
A large photo helps draw readers in.
Readers can subscribe to future posts via email
or RSS newsfeed.
The post title is brief and clear, and it incorporates
key terms likely to trigger hits in search engines
(Internet of Everything and energy).
These links provide access to other posts by this
author and other posts tagged with “innovation.”
Social media share buttons make it easy for
readers to share this post with their followers.

The sidebar lists recent posts and recent com-
ments left by readers.
The post positions the company as an expert in
an important technology field, without overtly
selling Xerox products and services.
H
e
ro
I
m
a
g
e
s
/G
e
tt
y
Im
a
g
e
s
Figure 2.3 Collaboration on Mobile Devices

Mobile connectivity is transforming collaboration activities,
helping teams and work groups stay connected
no matter where their work takes them. For example, this team
was able to discuss and edit a press release
using their tablets in different locations.
C
o
u
rt
e
s
y
o
f
C
a
fe
R
ia
The Unique Demands
of Mobile Business
Communication
Intriguing Glimpses
into the Future of
Business Communication
The Mobile Revolution

As much of a game changer as social media have been, some
experts predict that mobile
communication will change the nature of business and business
communication even
more. The venture capitalist Joe Schoendorf says that “mobile is
the most disruptive
technology that I have seen in 48 years in Silicon Valley.”21
The researcher Maribel Lopez
calls mobile “the biggest technology shift since the Internet.”22
Companies recognize the value of integrating mobile
technology, from communica-
THE RISE OF MOBILE AS A COMMUNICATION
PLATFORM
Whether it’s emailing, social networking, watching videos, or
doing research, the percent-
age of communication and media consumption performed on
mobile devices continues
to grow. For millions of people around the world, a mobile
device is their primary way, if
not their only way, to access the Internet. Globally, more than
80 percent of Internet users
access the web with a mobile device at least some of the time.24
Mobile has become the primary communication tool for many
business professionals,
HOW MOBILE TECHNOLOGIES ARE CHANGING
BUSINESS
COMMUNICATION
The rise of mobile communication has some obvious

implications, such as the need
for websites to be mobile friendly. If you’ve ever tried to
browse a conventional website
on a tiny screen or fill in complicated online forms using the
keypad on your phone,
you know how frustrating the experience can be. Users
increasingly expect websites to
be mobile friendly, and they’re likely to avoid sites that aren’t
optimized for mobile.30
Writing Messages for Mobile Devices
One obvious adaptation to make for audiences using mobile
devices is to modify the
design and layout of your messages to fit smaller screen sizes
and different user interface
features(see Chapter 6). However, modifying your approach to
writing is also an important
step. Reading is more difficult on small screens, and
consequently users’ ability to compre-
hend what they read on mobile devices is lower than it is on
larger screens.18 In fact, research
●●
●●
●●
●●
●●
•
•
•
•

•
DESIGNING MESSAGES FOR MOBILE DEVICES
In addition to making your content mobile-friendly using the
writing tips in Chapter 4
(see page 108), you can follow these steps in formatting that
content for mobile devices:
●● Think in small chunks. Remember that mobile users
consume information one screen
at a time, so try to divide your message into independent, easy-
to-consume bites. If
readers have to scroll through a dozen screens to piece together
your message, they
might miss your point or just give up entirely.
●● Make generous use of white space. White space is always
helpful, but it’s critical
●●
●●
●●
●●
●●
●●
●●
●●

●●
●●
Figure 17.6 Using Mobile Devices in Presentations
A variety of mobile apps and cloud-based systems can free
presenters and audiences from the constraints of
a conventional conference room.
DIGITAL + SOCIAL + MOBILE: TODAY’S
COMMUNICATION ENVIRONMENT
The mobile business communication revolution is changing
the way employers recruit new talent and the way job candi-
dates look for opportunities. Many companies have optimized
their careers websites for mobile access, and some have even
developed mobile apps that offer everything from background
information on what it’s like to work there to application
her career and the industry as a whole. Many of the tools you
can use to build your personal brand are available as mobile
apps, including blogging platforms, Twitter, Facebook, and
LinkedIn.
Dozens of apps are available to help with various aspects
of your job search. Résumé creation apps let you quickly
job-search strategies: Maximize Your Mobile
THE FUTURE OF COMMUNICATION
The bots are back. Automated bots (short for robots) made a
small wave a decade or so ago when “chatbots” began appear-

ing on websites to help companies handle online conversations
with customers. Ikea’s Anna, perhaps the first chatbot to get
widespread attention, was built to answer routine questions
from customers looking for advice regarding the chain’s fur-
niture products. Other chatbots followed, smartphones gained
virtual “voicebot” assistants, and non-chatty bots continued
Communication Bots
The Internet of Things (IoT) refers to the billions of devices
now connected to the Internet and the networking potential
of having all these gadgets communicate with each other, feed
data into vast information warehouses, and interact with peo-
ple and the physical environment. These “things” range from
simple sensors that measure temperature, location, and other
parameters all the way up to robots and other complex systems.
People and animals with Internet-capable sensors (such as
the internet of things
S
o
ft
w
a
re
G
a
rd
e
n

●●
●●
●●
●●
●●
●●
●●
●●
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the future Of cOMMuNIcatION
If you’ve ever tried to converse in a language other than you

native tongue, you know what a challenge this can be. As a
listener, you have to convert the incoming sounds to discrete
words and assemble these words into coherent phrases and
sentences in order to extract the meaning. And unlike reading
a written document, you have to do all this processing almost
instantaneously, without the luxury of going back over some-
thing you didn’t get. As a speaker, you have to find the right
Real-Time Translation
●●
●●
●●
●●
Assessing an audience’s emotional response is an important
step in judging the success of many communication efforts. If
you’re presenting a new idea to upper management, for exam-
ple, you can try to read facial clues and other nonverbal signals
to determine whether the executives seem excited, annoyed,
bored, or anywhere in between.
But what if you’re not there in person and your message has
to stand on its own? How can you judge the audience’s
reaction?
This challenge has been taken up by a range of artificial intelli-
Emotion Recognition Software
Figure 5.6a

Optimizing for mobile includes
writing short headlines that get
right to the point.
This introduction conveys only the
information readers need in order
to grasp the scope of the article.
All the key points of the documents
appear here on the first screen.
Readers who want more detail can
swipe down for background infor-
mation on the five points.
M
S
O
ff
ic
e
3
6
5
,

©
M
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ro
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o
ft
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Business
Communication
Today
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
Harlow, England • London • New York • Boston • San Francisco
• Toronto • Sydney • Dubai • Singapore • Hong Kong
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John V. Thill
Dedication

9
Brief Contents
Preface 21
Prologue 41
PART 1 understanding the foundations of Business
Communication 49
1 Professional Communication in a Digital, Social, Mobile
World 51
2 Collaboration, Interpersonal Communication, and Business
Etiquette 85
3 Communication Challenges in a Diverse, Global Marketplace
117
PART 2 applying the Three-step Writing Process 143
4 Planning Business Messages 145
5 Writing Business Messages 173
6 Completing Business Messages 201
PART 3 Digital, social, and visual media 227
7 Digital Media 229
8 Social Media 253
9 Visual Media 277

PART 4 Brief messages 311
10 Writing Routine and Positive Messages 313
11 Writing Negative Messages 341
12 Writing Persuasive Messages 377
PART 5 reports and Proposals 409
13 Finding, Evaluating, and Processing Information 411
14 Planning Reports and Proposals 435
15 Writing and Completing Reports and Proposals 463
PART 6 Developing and Delivering Business Presentations 505
16 Developing Presentations in a Social Media Environment
507
17 Enhancing Presentations with Slides and Other Visuals 533
PART 7 Writing employment messages and interviewing for
Jobs 559
18 Building Careers and Writing Résumés 561
19 Applying and Interviewing for Employment 593
APPENDIX A Format and Layout of Business Documents 626
APPENDIX B Documentation of Report Sources 640
APPENDIX C Correction Symbols 646

handbook of grammar, mechanics, and usage 649
Brand, organization, name, and Website index 678
subject index 681
11
Preface 21
Prologue 41
PART 1
understanding the foundations
of Business Communication 49
1 Professional Communication in a
Digital, Social, Mobile World 51
CommuniCaTion Close-uP aT KLM 51
understanding Why Communication matters 52
Communication Is Important to Your Career 52
Communication Is Important to Your Company 53
What Makes Business Communication Effective? 54
Communicating as a Professional 54

Understanding What Employers Expect from You 56
Communicating in an Organizational Context 57
Adopting an Audience-Centered Approach 57
exploring the Communication Process 58
The Basic Communication Model 58
The Social Communication Model 63
The mobile revolution 64
The Rise of Mobile as a Communication Platform 65
How Mobile Technologies Are Changing Business
Communication 65
using Technology to improve Business
Communication 67
Keeping Technology in Perspective 68
Guarding Against Information Overload 68
Using Technological Tools Productively 68
Reconnecting with People 69
Committing to ethical and legal Communication 74
Distinguishing Ethical Dilemmas from Ethical Lapses 74

Ensuring Ethical Communication 75
Ensuring Legal Communication 77
CommuniCaTion Challenges aT KLM 78
Quick learning guide 79
Test Your Knowledge 81
apply Your Knowledge 81
Practice Your skills 81
expand Your skills 82
ThE FuTurE OF COMMuniCaTiOn The internet of
Things 62
DiGiTaL + SOCiaL + MOBiLE: TODaY’S COMMuniCaTiOn
EnVirOnMEnT it’s all fun and games—and effective
Business Communication 69
2 Collaboration, Interpersonal
Communication, and Business
Etiquette 85
CommuniCaTion Close-uP aT Cemex 85
Communicating effectively in Teams 86
Advantages and Disadvantages of Teams 86

Characteristics of Effective Teams 87
Group Dynamics 88
Collaborating on Communication efforts 91
Guidelines for Collaborative Writing 91
Technologies for Collaborative Writing 91
Giving—and Responding to—Constructive Feedback 94
making Your meetings more Productive 94
Preparing for Meetings 95
Conducting and Contributing to Efficient Meetings 95
Putting Meeting Results to Productive Use 96
using meeting Technologies 98
improving Your listening skills 99
Recognizing Various Types of Listening 99
Understanding the Listening Process 100
Overcoming Barriers to Effective Listening 100
improving Your nonverbal Communication
skills 102
Recognizing Nonverbal Communication 102

Using Nonverbal Communication Effectively 103
Developing Your Business etiquette 104
Business Etiquette in the Workplace 104
Business Etiquette in Social Settings 107
Business Etiquette Online 107
Business Etiquette Using Mobile Devices 108
CommuniCaTion Challenges aT Cemex 109
EThiCS DETECTiVE how Did “We” Turn into “i”? 87
ThE arT OF PrOFESSiOnaLiSM Being a Team
Player 90
COMMuniCaTinG aCrOSS CuLTurES Kiasu 106
Contents

12 Contents
3 Communication Challenges in a
Diverse, Global Marketplace 117
CommuniCaTion Close-uP aT Siemens aG 117
understanding the opportunities and Challenges
of Communication in a Diverse World 118
Opportunities in a Global Marketplace 118
Advantages of a Diverse Workforce 119
The Challenges of Intercultural Communication 119
Developing Cultural Competency 120
Understanding the Concept of Culture 120
Overcoming Ethnocentrism and Stereotyping 121
recognizing variations in a Diverse World 122
Contextual Differences 122
Legal and Ethical Differences 122
Social Differences 123
Nonverbal Differences 124
Age Differences 124
Gender Differences 125

Religious Differences 126
Ability Differences 126
adapting to other Business Cultures 127
Guidelines for Adapting to Any Business Culture 127
Guidelines for Adapting to U.S. Business Culture 127
improving intercultural Communication
skills 128
Studying Other Cultures 129
Studying Other Languages 129
Respecting Preferences for Communication Style 129
Writing Clearly 131
Speaking and Listening Carefully 132
Using Interpreters, Translators, and Translation Software 135
Helping Others Adapt to Your Culture 137
CommuniCaTion Challenges aT Siemens aG 137

COMMuniCaTinG aCrOSS CuLTurES us versus Them:
generational Conflict in the Workplace 125
ThE FuTurE OF COMMuniCaTiOn real-Time
Translation 130
PART 2
applying the Three-step Writing
Process 143
CommuniCaTion Close-uP aT Wolff Olins 145
understanding the Three-step Writing
Process 146
Optimizing Your Writing Time 147
Planning Effectively 147
analyzing the situation 147
Defining Your Purpose 148
Developing an Audience Profile 148
gathering information 150

Uncovering Audience Needs 151
Finding Your Focus 151
Providing Required Information 151
selecting the Best Combination of media and
Channels 153
The Most Common Media and Channel Options 153
Factors to Consider When Choosing Media and
Channels 157
organizing Your information 160
Defining Your Main Idea 161
Limiting Your Scope 161
Choosing Between Direct and Indirect Approaches 162
Outlining Your Content 163
Building Reader Interest with Storytelling Techniques 165
CommuniCaTion Challenges aT Wolff Olins 168

expand Your …
with MyLab BusinessCommunication®
• Reporting Dashboard—View, analyze, and report learning
outcomes
clearly and easily, and get the information you need to keep
your
students on track throughout the course with the new Reporting
Dashboard. Available via the MyLab Gradebook and fully
mobile-
ready, the Reporting Dashboard presents student performance
data at the class, section, and program levels in an accessible,
visual
manner.
• Pearson eText—Keeps students engaged in learning on
their own time,
while helping them achieve greater conceptual understanding of
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practice allows students to apply the very concepts they are
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accessible self-
assessment, MyLab with eText provides students with a
complete digital
learning experience—all in one place.

• Quizzes and Tests—Pre-built quizzes and tests allow you
to quiz students
without having to grade the assignments yourself.
• Video Exercises—These engaging videos explore a variety
of
business topics related to the theory students are learning in
class.
Quizzes assess students' comprehension of the concepts covered
in
each video.
• Learning Catalytics™—Is an interactive, student response
tool that uses students' smartphones, tablets, or laptops to
engage them in more sophisticated tasks and thinking. Now
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Instructors, you can:
■ ■■ Pose a variety of open-ended questions that help your
students develop critical thinking skills
■ ■■ Monitor responses to find out where students are
struggling
■ ■■ Use real-time data to adjust your instructional strategy and
try other ways of engaging your students during class
■ ■■ Manage student interactions by automatically grouping
students for discussion, teamwork, and peer-to-peer
learning
A L W A Y S L E A R N I N G

One to many; mass audience
Control
Low message frequency
Few channels
Information hoarding
Static
Hierarchical
Structured
Isolated
Planned
Resistive
Conventional Promotion:
“We Talk, You Listen”
The Social Model:
“Let’s Have a Conversation”
Tendencies
Converstion
Discussion
Permission

Bidirectional, multidirectional
One to one; many to many
Influence
High message frequency
Many channels
Information sharing
Dynamic
Egalitarian
Amorphous
Collaborative
Reactive
Responsive
Tools, Techniques, and Insights for
Communicating Successfully in a
Mobile, Digital, Social World
●●
●●
●●
●●

●●
●●
COMPOSITIONAL MODES FOR DIGITAL AND SOCIAL
MEDIA
As you practice using various media and channels in this
course, it’s best to focus on the
fundamentals of planning, writing, and completing messages,
rather than on the specific
details of any one medium or system.2 Fortunately, the basic
communication skills required
usually transfer from one system to another. You can succeed
with written communication
in virtually all digital media by using one of nine compositional
modes:
●● Conversations. Messaging is a great example of a written
medium that mimics spoken
conversation. And just as you wouldn’t read a report to someone
sitting in your office,
you wouldn’t use conversational modes to exchange large
volumes of information or
to communicate with more than a few people at once.
●● Comments and critiques. One of the most powerful aspects
of social media is the
opportunity for interested parties to express opinions and
provide feedback, whether
by leaving comments on a blog post or reviewing products on an
e-commerce site.
EMBRACING THE BACKCHANNEL
Many business presentations these days involve more than just

the spoken conversation
between the speaker and his or her audience. Using Twitter and
other digital media, audi-
ence members often carry on their own parallel communication
during a presentation via
the backchannel, which the presentation expert Cliff Atkinson
defines as “a line of com-
munication created by people in an audience to connect with
others inside or outside the
room, with or without the knowledge of the speaker.”29
Chances are you’ve participated
in an informal backchannel already, such as when texting with
your classmates or live-
●●
●●
●●
●●
●●
Producing Business Videos
No matter what career path you pursue, chances are you’ll have
the need or opportunity
to produce (or star in) a business video. For videos that require
the highest production
quality, companies usually hire specialists with the necessary
skills and equipment. For
most routine needs, however, any business communicator with
modest equipment and a
few basic skills can create effective videos.
The three-step process adapts easily to video; professionals

refer to the three steps as
preproduction, production, and postproduction (see Figure
9.15). You can refer to one of
the many books available on basic video production techniques
for more detail, but here
are the key points to consider in all three steps. (A note on
terminology: digital video-
graphy has inherited a number of terms from film that don’t
make strict technical sense
but are in common use anyway, including footage to indicate
any amount of recorded
video and filming to indicate video recording.)
●●
6
LEARNING OBJECTIVE
Identify the most important
considerations in the preproduction,
production, and postproduction
stages of producing basic business
videos.
The process of creating videos is
divided into preproduction, pro-
duction, and postproduction.
●●

●●
Figure 8.2 Business Applications of Blogging
This Xerox blog illustrates the content, writing style, and
features that make an effective, reader-friendly company blog.
Source: Courtesy of Xerox Corporation.
Like many large corporations, Xerox has a variety
of blogs. This menu give quick access to all of
them.
The search box lets visitors quickly find posts on
topics of interest.
A large photo helps draw readers in.
Readers can subscribe to future posts via email
or RSS newsfeed.
The post title is brief and clear, and it incorporates
key terms likely to trigger hits in search engines
(Internet of Everything and energy).
These links provide access to other posts by this
author and other posts tagged with “innovation.”
Social media share buttons make it easy for

readers to share this post with their followers.
The sidebar lists recent posts and recent com-
ments left by readers.
The post positions the company as an expert in
an important technology field, without overtly
selling Xerox products and services.
H
e
ro
I
m
a
g
e
s
/G
e
tt
y
Im
a
g
e
s

Figure 2.3 Collaboration on Mobile Devices
Mobile connectivity is transforming collaboration activities,
helping teams and work groups stay connected
no matter where their work takes them. For example, this team
was able to discuss and edit a press release
using their tablets in different locations.
C
o
u
rt
e
s
y
o
f
C
a
fe
R
ia
The Unique Demands
of Mobile Business
Communication
Intriguing Glimpses
into the Future of
Business Communication

The Mobile Revolution
As much of a game changer as social media have been, some
experts predict that mobile
communication will change the nature of business and business
communication even
more. The venture capitalist Joe Schoendorf says that “mobile is
the most disruptive
technology that I have seen in 48 years in Silicon Valley.”21
The researcher Maribel Lopez
calls mobile “the biggest technology shift since the Internet.”22
Companies recognize the value of integrating mobile
technology, from communica-
THE RISE OF MOBILE AS A COMMUNICATION
PLATFORM
Whether it’s emailing, social networking, watching videos, or
doing research, the percent-
age of communication and media consumption performed on
mobile devices continues
to grow. For millions of people around the world, a mobile
device is their primary way, if
not their only way, to access the Internet. Globally, more than
80 percent of Internet users
access the web with a mobile device at least some of the time.24
Mobile has become the primary communication tool for many
business professionals,
HOW MOBILE TECHNOLOGIES ARE CHANGING
BUSINESS
COMMUNICATION

The rise of mobile communication has some obvious
implications, such as the need
for websites to be mobile friendly. If you’ve ever tried to
browse a conventional website
on a tiny screen or fill in complicated online forms using the
keypad on your phone,
you know how frustrating the experience can be. Users
increasingly expect websites to
be mobile friendly, and they’re likely to avoid sites that aren’t
optimized for mobile.30
Writing Messages for Mobile Devices
One obvious adaptation to make for audiences using mobile
devices is to modify the
design and layout of your messages to fit smaller screen sizes
and different user interface
features(see Chapter 6). However, modifying your approach to
writing is also an important
step. Reading is more difficult on small screens, and
consequently users’ ability to compre-
hend what they read on mobile devices is lower than it is on
larger screens.18 In fact, research
●●
●●
●●
●●
●●
•
•
•

•
•
DESIGNING MESSAGES FOR MOBILE DEVICES
In addition to making your content mobile-friendly using the
writing tips in Chapter 4
(see page 108), you can follow these steps in formatting that
content for mobile devices:
●● Think in small chunks. Remember that mobile users
consume information one screen
at a time, so try to divide your message into independent, easy-
to-consume bites. If
readers have to scroll through a dozen screens to piece together
your message, they
might miss your point or just give up entirely.
●● Make generous use of white space. White space is always
helpful, but it’s critical
●●
●●
●●
●●
●●
●●
●●

●●
●●
●●
Figure 17.6 Using Mobile Devices in Presentations
A variety of mobile apps and cloud-based systems can free
presenters and audiences from the constraints of
a conventional conference room.
DIGITAL + SOCIAL + MOBILE: TODAY’S
COMMUNICATION ENVIRONMENT
The mobile business communication revolution is changing
the way employers recruit new talent and the way job candi-
dates look for opportunities. Many companies have optimized
their careers websites for mobile access, and some have even
developed mobile apps that offer everything from background
information on what it’s like to work there to application
her career and the industry as a whole. Many of the tools you
can use to build your personal brand are available as mobile
apps, including blogging platforms, Twitter, Facebook, and
LinkedIn.
Dozens of apps are available to help with various aspects
of your job search. Résumé creation apps let you quickly
job-search strategies: Maximize Your Mobile
The bots are back. Automated bots (short for robots) made a

small wave a decade or so ago when “chatbots” began appear-
ing on websites to help companies handle online conversations
with customers. Ikea’s Anna, perhaps the first chatbot to get
widespread attention, was built to answer routine questions
from customers looking for advice regarding the chain’s fur-
niture products. Other chatbots followed, smartphones gained
virtual “voicebot” assistants, and non-chatty bots continued
Communication Bots
The Internet of Things (IoT) refers to the billions of devices
now connected to the Internet and the networking potential
of having all these gadgets communicate with each other, feed
data into vast information warehouses, and interact with peo-
ple and the physical environment. These “things” range from
simple sensors that measure temperature, location, and other
parameters all the way up to robots and other complex systems.
People and animals with Internet-capable sensors (such as
the internet of things
S
o
ft
w
a
re
G
a
rd
e

n
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●

●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
the future Of cOMMuNIcatION

If you’ve ever tried to converse in a language other than you
native tongue, you know what a challenge this can be. As a
listener, you have to convert the incoming sounds to discrete
words and assemble these words into coherent phrases and
sentences in order to extract the meaning. And unlike reading
a written document, you have to do all this processing almost
instantaneously, without the luxury of going back over some-
thing you didn’t get. As a speaker, you have to find the right
Real-Time Translation
●●
●●
●●
●●
Assessing an audience’s emotional response is an important
step in judging the success of many communication efforts. If
you’re presenting a new idea to upper management, for exam-
ple, you can try to read facial clues and other nonverbal signals
to determine whether the executives seem excited, annoyed,
bored, or anywhere in between.
But what if you’re not there in person and your message has
to stand on its own? How can you judge the audience’s
reaction?
This challenge has been taken up by a range of artificial intelli-
Emotion Recognition Software
Figure 5.6a

©
M
ic
ro
s
o
ft
Business
Communication
Today
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
Harlow, England • London • New York • Boston • San Francisco
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7
T
his book is dedicated to the many thousands of instructors and
students
who use Bovée and Thill texts to develop career-enhancing
skills in busi-
ness communication. We appreciate the opportunity to play a
role in
your education, and we wish you the very best with your
careers.
Courtland L. Bovée
John V. Thill
Dedication

12 Contents
3 Communication Challenges in a
Diverse, Global Marketplace 117
CommuniCaTion Close-uP aT Siemens aG 117
understanding the opportunities and Challenges
of Communication in a Diverse World 118
Opportunities in a Global Marketplace 118
Advantages of a Diverse Workforce 119
The Challenges of Intercultural Communication 119
Developing Cultural Competency 120
Understanding the Concept of Culture 120
Overcoming Ethnocentrism and Stereotyping 121
recognizing variations in a Diverse World 122
Contextual Differences 122
Legal and Ethical Differences 122
Social Differences 123
Nonverbal Differences 124
Age Differences 124

Gender Differences 125
Religious Differences 126
Ability Differences 126
adapting to other Business Cultures 127
Guidelines for Adapting to Any Business Culture 127
Guidelines for Adapting to U.S. Business Culture 127
improving intercultural Communication
skills 128
Studying Other Cultures 129
Studying Other Languages 129
Respecting Preferences for Communication Style 129
Writing Clearly 131
Speaking and Listening Carefully 132
Using Interpreters, Translators, and Translation Software 135
Helping Others Adapt to Your Culture 137
CommuniCaTion Challenges aT Siemens aG 137

COMMuniCaTinG aCrOSS CuLTurES us versus Them:
generational Conflict in the Workplace 125
ThE FuTurE OF COMMuniCaTiOn real-Time
Translation 130
PART 2
applying the Three-step Writing
Process 143
CommuniCaTion Close-uP aT Wolff Olins 145
understanding the Three-step Writing
Process 146
Optimizing Your Writing Time 147
Planning Effectively 147
analyzing the situation 147
Defining Your Purpose 148
Developing an Audience Profile 148
gathering information 150

expand Your …

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