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Full-Circle Learning MyLab™: Learning Full Circle for Marketing,

Management, Business Communication, Intro to Business, and MIS

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Critical Thinking

MyBCommLab®: Improves Student Engagement Before, During, and After Class

Decision Making

Prep and Engagement

• Video exercises – engaging videos that bring business concepts to life and explore business topics related to the theory students are learning in class. Quizzes then assess students’ comprehension of the concepts covered in each video.

• Learning Catalytics – a “bring your own device” student engagement, assessment, and classroom intelligence system helps instructors analyze students’ critical-thinking skills during lecture.

• Dynamic Study Modules (DSMs) – through adaptive learning, students get personalized guidance where and when they need it most, creating greater engagement, improving knowledge retention, and supporting subject-matter mastery. Also available on mobile devices.

• Business Today – bring current events alive in your classroom with videos, discussion questions, and author blogs. Be sure to check back often, this section changes daily.

• Decision-making simulations – place your students in the role of a key decision maker. The simulation will change and branch based on the decisions students make, providing a variation of scenario paths. Upon completion of each simulation, students receive a grade, as well as a detailed report of the choices they made during the simulation and the associated consequences of those decisions.

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Today’s students are holding the future of business communication in their hands As another disruptive technology redefines business communication, Bovée and Thill are once again the first to respond with current, comprehensive, and fully integrated coverage.

Just as Bovée and Thill pioneered coverage of the social media revolution, they now lead the market with up-to-the-minute coverage of mobile business communication.

The mobile revolution: key facts and figures Smart business leaders know they must adapt and respond to the rise of mobile usage by consumers and employees:2

• For millions of people, a mobile device is their primary way, if not their only way, to access the Internet. • Globally, 80 percent of Internet users access the web at least some of the time with a mobile device. • Mobile has become the primary communication tool for many business professionals, including a majority of

executives under age 40. • Email and web browsing rank first and second in terms of the most common nonvoice uses of smartphones. • More email messages are now opened on mobile devices than on PCs. • Roughly half of U.S. consumers use a mobile device exclusively for their online search needs. • Many online activities that eventually migrate to a PC screen start out on a mobile screen.

“Mobile is the most disruptive technology that I have seen in 48 years in Silicon Valley.”1

—Venture capitalist Joe Schoendorf

Bovée and Thill’s coverage of mobile business communication includes these important topics:

• The Mobile Revolution • The Rise of Mobile as a Communication Platform • How Mobile Technologies Are Changing Business

Communication • Collaboration via Mobile Devices • Business Etiquette Using Mobile Devices • The Unique Challenges of Communication

on Mobile Devices • Writing Messages for Mobile Devices • Designing Messages for Mobile Devices • Optimizing Content for Mobile Devices • Visual Media on Mobile Devices • Creating Promotional Messages for Mobile Devices • Integrating Mobile Devices in Presentations

REAL-TIME UPDATES

Learn More by Visiting this Website

The mobile revolution by the numbers

Explore dozens of statistical measures that show the impact of mobile communication. Go to http://real-timeupdates .com/bce7. Under “Students,” click on “Learn More.”

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Integrated coverage and student activities As with social media, the changes brought about by mobile run far deeper than the technology itself. Successful communication on mobile devices requires a new approach to planning, writing, and designing messages.

With in-depth, integrated coverage of the challenges and opportunities that mobile presents, Business Communication Essentials, 7th Edition, helps students adapt their personal use of mobile devices to the unique demands of business communication. Through a variety of annotated model messages, questions, activities, and cases, students will gain valuable skills in the art of communicating via mobile devices.

With realistic examples, pointers to dozens of business communication apps, and a full range of questions and projects, Business Communication Essentials highlights the best current practices in mobile business communication.

The text from this conventional report page is too small to read on a phone screen.

However, zooming in to read forces the reader to lose context and repeatedly hunt around to find all the pieces of the page.

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 information on the five points.

MOBILE APPS

Pocket Letter Pro includes templates for a variety of letter types to simplify writing business letters on your mobile device.

CHAPTER 6 Crafting Messages for Digital Channels 155

Cases

Website links for selected companies mentioned in cases can be found in the Student Assignments section at http://real- timeupdates.com/bce7 .

SOCIAL NETWORKING SKILLS

6-26. Media Skills: Social Networking; Media Skills: Micro- blogging [LO-2] [LO-6] Foursquare is one of the leading pro- viders of location-based social networking services. Millions of people use Foursquare for social engagement and friendly com- petition, and many business owners are starting to recognize the marketing potential of having people who are on the move in local areas broadcasting their locations and sharing information about stores, restaurants, clubs, and other merchants. Your task: Review the information on Foursquare’s Merchant Platform. Now write four brief messages, no more than 140 char- acters long (including spaces). The first should summarize the benefits to stores, restaurants, and other “brick and mortar” busi- nesses of participating in Foursquare, and the next three messages should convey three compelling points that support that overall benefit statement. If your class is set up with private Twitter ac- counts, use your private account to send your messages. Other- wise, email your four messages to your instructor or post them on your class blog, as your instructor directs.

SOCIAL NETWORKING SKILLS

6-27. Media Skills: Social Networking; Online Etiquette [LO-2] , Chapter 2 Employees who take pride in their work are a practically priceless resource for any business. However, pride can sometimes manifest itself in negative ways when employees come under criticism—and public criticism is a fact of life in so- cial media. Imagine that your company has recently experienced a rash of product quality problems, and these problems have gen- erated some unpleasant and occasionally unfair criticism on a va- riety of social media sites. Someone even set up a Facebook page specifically to give customers a place to vent their frustrations.

You and your public relations team jumped into action, responding to complaints with offers to provide replacement products and help customers who have been affected by the qual- ity problems. Everything seemed to be going as well as could be expected, when you were checking a few industry blogs one eve- ning and discovered that two engineers in your company’s prod- uct design lab have been responding to complaints on their own. They identified themselves as company employees and defended their product design, blaming the company’s production depart- ment and even criticizing several customers for lacking the skills needed to use such a sophisticated product. Within a matter of minutes, you see their harsh comments being retweeted and re- posted on multiple sites, only fueling the fire of negative feedback against your firm. Needless to say, you are horrified. Your task: You manage to reach the engineers by private message and tell them to stop posting messages, but you realize you have a serious training issue on your hands. Write a post for the internal company blog that advises employees on how to

respond appropriately when they are representing the company online. Use your imagination to make up any details you need.

SOCIAL NETWORKING SKILLS

6-28. Media Skills: Social Networking [LO-2] Social media can be a great way to, well, socialize during your college years, but employers are increasingly checking up on the online activities of potential hires to avoid bringing in employees who may reflect poorly on the company. Your task: Team up with another student and review each other’s public presence on Facebook, Twitter, Flickr, blogs, and any other website that an employer might check during the interview and recruiting process. Identify any photos, videos, messages, or other material that could raise a red flag when an employer is evaluating a job candidate. Write your teammate an email message that lists any risky material.

EMAIL SKILLS/ PORTFOLIO BUILDER

6-29. Media Skills: Email [LO-4] One-quarter of all motor vehicle accidents that involve children under age 12 are side- impact crashes—and these crashes result in higher rates of inju- ries and fatalities than those with front or rear impacts. Your task: You work in the consumer information department at Britax, a leading manufacturer of car seats. Your manager has asked you to prepare an email message that can be sent out whenever parents request information about side-impact crashes and the safety features of Britax seats. Start by researching side- impact crashes on the Britax website. Write a three-paragraph message that explains the seriousness of side-impact crashes, describes how injuries and fatalities can be minimized in these crashes, and describes how Britax’s car seats are designed to help protect children in side-impact crashes. 57

EMAIL SKILLS / MOBILE SKILLS

6-30. Media Skills: Email [LO-4] The size limitations of smartphone screens call for a different approach to writing (see page 97 ) and formatting (see page 118 ) documents. Your task: On the website of any company that interests you, find a news release (some companies refer to them as press releases ) that announces the launch of a new product. Using Pages or any other writing app at your disposal, revise and format the material in a way that would be effective on smartphone screens.

IM SKILLS

6-31. Media Skills: IM; Compositional Modes: Tutorials [LO-1] [LO-5] High-definition television can be a joy to watch—but, oh, what a pain to buy. The field is cluttered with competing technologies and arcane terminology that is meaningless to most consumers. Moreover, it’s nearly impossible to define one techni- cal term without invoking two or three others, leaving consum- ers swimming in an alphanumeric soup of confusion. As a sales

334 PART 4 Longer Business Messages

that anyone involved with this topic should know about. Prepare a 10-minute presentation that introduces the topic, comments on its importance to the U.S. economy, and discusses the issues you’ve identified. Assume that your audience is a cross-section of business managers who don’t have any particular experience in the topic you’ve chosen.

PRESENTATION SKILLS / PORTFOLIO BUILDER

12-22. Presentations: Designing Presentation Visuals [LO-4] Depending on the sequence your instructor chose for this course, you’ve probably covered 8 to 10 chapters at this point and learned or improved many valuable skills. Think through your progress and identify five business communication skills that you’ve either learned for the first time or developed during this course. Your task: Create a Prezi or slide presentation that describes each of the five skills you’ve identified. Be sure to explain how each skill could help you in your career. Use any visual style that you feel is appropriate for the assignment.

PRESENTATION SKILLS / MOBILE SKILLS

12-23. Presentations: Designing Presentation Visuals; Mobile Media [LO-4] On SlideShare or any other source, find a business presentation on any topic that interests you. Your task: Re-create the first five slides in the presentation in a manner that will make them more mobile-friendly. Create as many additional slides as you need.

PRESENTATION SKILLS / TEAM SKILLS

12-24. Planning, Designing, and Creating Presentation Slides; Collaboration: Team Projects [LO-1] , [LO-2] , [LO-3] , [LO-4] , Chapter 2 Changing a nation’s eating habits is a Herculean task, but the physical and financial health of the United States depends on it. You work for the USDA Center for Nutrition Policy and Promotion, and it’s your job to educate people on the dangers of unhealthy eating and the changes they can make to eat more balanced and healthful diets. Your task: Visit http://real-timeupdates.com/bce7 , click on Student Assignments, and download Chapter 12 Case ( Dietary Guidelines for Americans ). With a team assigned by your instructor, develop a 10- to 15-minute presentation that conveys the key points from Chapter 3 of the Guidelines , “Food and Food Components to Reduce.” The objectives of your presentation are to alert people to the dangers of excessive consumption of the five components discussed in the chapter and to let them know what healthy levels of consumptions are. This chapter has a lot of information, but you don’t need to pack it all into your presentation; you can assume that the chapter will be available as a handout to anyone who attends your presentation. Along with your presentation, draft speaking notes that someone outside your team could use to give the presentation. You can use images from the Guidelines PDF, the websites of the U.S. Department of Agriculture and the U.S. Department of Health and Human Services, or a nongovernment source such as Creative Commons. Cite all your image sources and make sure you follow the usage and attribution guidelines for any photos you find on nongovernment sites.

PRESENTATION SKILLS / SOCIAL NETWORKING SKILLS

12-18. Presentations: Planning a Presentation [LO-1] You know those times when you’re craving Thai food or the perfect fruit smoothie, but you don’t know where to go? Or when you’re out shopping or clubbing and want to let your friends know where you are? Foursquare’s location-based services connect you with friends and companies that offer products and services of interest. Your task: Create a brief presentation explaining the Foursquare concept and its features and benefits. List two Foursquare competitors and give a brief assessment of which of the three you would recommend to your classmates.

PRESENTATION SKILLS

12-19. Planning, Designing, and Creating Presentation Slides [LO-1] , [LO-2] , [LO-3] , [LO-4] Not long ago, snowboarding seemed to be on pace to pass skiing as the country’s favorite way to zoom down snowy mountains, but the sport’s growth has cooled off in recent years. 36 Your task: Research and prepare a 10-minute presentation on participation trends in snowboarding and skiing, including explanations for the relative popularity of both sports. Include at least three quotations to emphasize key points in your presentation. Use either structured or free-form slides.

PRESENTATION SKILLS

12-20. Planning, Designing, and Creating Presentation Slides [LO-1] , [LO-2] , [LO-3] , [LO-4] Many companies publish stories of their founding and early years. The computer company Hewlett- Packard (HP), for example, tells the story of how founders Bill Hewlett and Dave Packard started the company in a garage in Palo Alto, California, in 1938, doing anything they could to “bring in a nickel.” That garage is now preserved as “the birthplace of Silicon Valley,” which helps maintain HP’s image as a technology pioneer. 37 Your task: Choose a company that has been in business for at least two decades and prepare a 10-minute presentation on its history.

PRESENTATION SKILLS / TEAM SKILLS

12-21. Presentations: Planning a Presentation [LO-1] In your job as a business development researcher for a major corpo- ration, you’re asked to gather and process information on a wide variety of subjects. Management has gained confidence in your research and analysis skills and would now like you to begin mak- ing regular presentations at management retreats and other func- tions. Topics are likely to include the following: ● Offshoring of U.S. jobs ● Foreign ownership of U.S. firms ● Employment issues involving workers from other countries ● Tax breaks offered by local and state governments to attract

new businesses ● Economic impact of environmental regulations Your task: With a team assigned by your instructor, choose one of the topics from the list and conduct enough research to familiarize yourself with the topic. Identify at least three important issues

1. “The Mobile Revolution Is Just Beginning,” press release, Word Economic Forum, 13 September 2013, www.weforum.org.

2. “More Than Nine in 10 Internet Users Will Go Online via Phone,” eMarketer, 6 January 2014, www.emarketer.com; Christina “CK” Kerley, The Mobile Revolution & B2B, white paper, 2011, www.b2bmobilerevolution.com; Jordie can Rijn, “The Ultimate Mobile Email Statistics Overview,” Emailmonday.com, accessed 9 February 2014, www.emailmonday.com; Jessica Lee, “46% of Searchers Now Use Mobile Exclusively to Research [Study],” Search Engine Watch, 1 May 2013, http://searchenginewatch.com.

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http://www.emarketer.com
http://www.b2bmobilerevolution.com
http://www.emailmonday.com
http://searchenginewatch.com
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seVenth eDition business

Communication essentials

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Cape town Dubai London Madrid Milan Munich Paris Montréal toronto

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Courtland L. Bovée ProFessor oF business CoMMuniCation

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gLobaL CoMMuniCation strategies

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Microsoft and/or its respective suppliers make no representations about the suitability of the information contained in the documents and related graphics published as part of the services for any purpose. All such documents and related graphics are provided “as is” without warranty of any kind. Microsoft and/or its respective suppliers hereby disclaim all warranties and conditions with regard to this information, including all warranties and conditions of merchantability, whether express, implied or statutory, fitness for a particular purpose, title and non-infringement. In no event shall Microsoft and/or its respective suppliers be liable for any special, indirect or consequential damages or any damages whatsoever resulting from loss of use, data or profits, whether in an action of contract, negligence or other tortious action, arising out of or in connection with the use or performance of information available from the services. The documents and related graphics contained herein could include technical inaccuracies or typographical errors. Changes are periodically added to the information herein. Microsoft and/or its respective suppliers may make improvements and/or changes in the product(s) and/or the program(s) described herein at any time. Partial screen shots may be viewed in full within the software version specified.

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Library of Congress Cataloging-in-Publication Data Bovée, Courtland L. Business communication essentials: a skills-based approach / Courtland L. Bovée and John V. Thill. — Seventh edition. pages cm Includes index. ISBN 978-0-13-389678-7 — ISBN 0-13-389678-1 1. Business communication. 2. Business writing. 3. Business presentations. I. Thill, John V. II. Title. HF5718.B659 2016 658.4’5—dc23 2014034002

10 9 8 7 6 5 4 3 2 1

ISBN 10: 0-13-389678-1 ISBN 13: 978-0-13-389678-7

Vice President, Business Publishing: Donna Battista Editor-in-Chief: Stephanie Wall Acquisitions Editor: Nicole Sam Program Manager Team Lead: Ashley Santora Program Manager: Denise Vaughn Editorial Assistant: Kaylee Rotella Vice President, Product Marketing: Maggie Moylan Director of Marketing, Digital Services and Products:

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vii

Contents in brief

Preface xvii Prologue xxxvii

PART 1 business Communication Foundations 1 1 Professional Communication in Today’s Digital, Social, Mobile World 3 2 Collaboration, Interpersonal Communication, and Business Etiquette 35

PART 2 the three-step Writing Process 57 3 Planning Business Messages 59 4 Writing Business Messages 81 5 Completing Business Messages 107

PART 3 brief business Messages 127 6 Crafting Messages for Digital Channels 129 7 Writing Routine and Positive Messages 161 8 Writing Negative Messages 183 9 Writing Persuasive Messages 211

PART 4 Longer business Messages 235 10 Understanding and Planning Reports and Proposals 237 11 Writing and Completing Reports and Proposals 263 12 Developing and Delivering Business Presentations 309

PART 5 employment Messages and Job interviews 337 13 Building Careers and Writing Résumés 339 14 Applying and Interviewing for Employment 367

appendix A Format and Layout of Business Documents 397 appendix B Documentation of Report Sources 413 appendix C Correction Symbols 419

handbook of grammar, Mechanics, and usage 423 answer Keys 455 index 459

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ix

Contents

Preface xvii Prologue xxxvii

PART 1 business Communication Foundations 1

1 Professional Communication in Today’s Digital, Social, Mobile World 3

CoMMuniCation Matters . . . 3

understanding Why Communication Matters 4 Communication Is Important to Your Career 4 Communication Is Important to Your Company 5 What Makes Business Communication Effective? 5

Communicating as a Professional 6 Understanding What Employers Expect from You 8 Communicating in an Organizational Context 8 Adopting an Audience-Centered Approach 8

exploring the Communication Process 9 The Basic Communication Model 9 The Social Communication Model 10

the Mobile revolution 11 The Rise of Mobile as a Communication Platform 11 How Mobile Technologies Are Changing Business

Communication 12 Committing to ethical Communication 15

Distinguishing Ethical Dilemmas from Ethical Lapses 15 Making Ethical Choices 16

Communicating in a World of Diversity 16 The Advantages and Challenges of a Diverse Workforce 17 Key Aspects of Cultural Diversity 18 Advice for Improving Intercultural Communication 20

using technology to improve business Communication 21

Keeping Technology in Perspective 23 Using Tools Productively 23 Guarding Against Information Overload 23 Reconnecting with People Frequently 23

Chapter review and activities 28 test your Knowledge 29 apply your Knowledge 29 Practice your skills 29 expand your skills 31 improve your grammar, Mechanics, and usage 31 endnotes 32

2 Collaboration, Interpersonal Communication, and Business Etiquette 35

CoMMuniCation Matters . . . 35

Communicating effectively in teams 36 Advantages and Disadvantages of Teams 36 Characteristics of Effective Teams 36

Collaborating on Communication efforts 37 Guidelines for Collaborative Writing 37 Technologies for Collaborative Writing 38 Giving—and Responding to—Constructive Feedback 39

Making your Meetings More Productive 40 Preparing for Meetings 40 Conducting and Contributing to Efficient Meetings 40 Putting Meeting Results to Productive Use 41 Using Meeting Technologies 42

improving your Listening skills 43 Recognizing Various Types of Listening 44 Understanding the Listening Process 44 Overcoming Barriers to Effective Listening 45

improving your nonverbal Communication skills 45 Developing your business etiquette 47

Business Etiquette in the Workplace 47 Business Etiquette in Social Settings 48 Business Etiquette Online 49 Business Etiquette Using Mobile Devices 49

Chapter review and activities 50 test your Knowledge 51 apply your Knowledge 51 Practice your skills 51 expand your skills 53 improve your grammar, Mechanics, and usage 53 endnotes 54

PART 2 the three-step Writing Process 57

3 Planning Business Messages 59 CoMMuniCation Matters . . . 59

understanding the three-step Writing Process 60 analyzing the situation 61

Defining Your Purpose 61 Developing an Audience Profile 61

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gathering information 62 Uncovering Audience Needs 63 Providing Required Information 64

selecting the best Combination of Media and Channels 64

The Most Common Media and Channel Options 64 Factors to Consider When Choosing Media and Channels 70

organizing your Message 70 Defining Your Main Idea 71 Limiting Your Scope 71 Choosing Between Direct and Indirect Approaches 72 Outlining Your Content 72 Building Reader Interest with Storytelling Techniques 74

Chapter review and activities 76 test your Knowledge 77 apply your Knowledge 77 Practice your skills 77 expand your skills 78 improve your grammar, Mechanics, and usage 79 endnotes 80

4 Writing Business Messages 81 CoMMuniCation Matters . . . 81

adapting to your audience: being sensitive to your audience’s needs 82

Adopting the “You” Attitude 82 Maintaining Standards of Etiquette 82 Emphasizing the Positive 83 Using Bias-Free Language 84

adapting to your audience: building strong relationships 85

Establishing Your Credibility 85 Projecting Your Company’s Image 87

adapting to your audience: Controlling your style and tone 87

Creating a Conversational Tone 87 Using Plain Language 88 Selecting Active or Passive Voice 89

Composing your Message: Choosing Powerful Words 89

Balancing Abstract and Concrete Words 90 Finding Words That Communicate Well 91

Composing your Message: Creating effective sentences 93

Choosing from the Four Types of Sentences 93 Using Sentence Style to Emphasize Key Thoughts 94

Composing your Message: Crafting Coherent Paragraphs 95

Creating the Elements of a Paragraph 95 Developing Paragraphs 97

Writing Messages for Mobile Devices 97

Chapter review and activities 100 test your Knowledge 100 apply your Knowledge 101 Practice your skills 101 expand your skills 103 improve your grammar, Mechanics, and usage 103 endnotes 105

5 Completing Business Messages 107

CoMMuniCation Matters . . . 107

revising your Message: evaluating the First Draft 108

Evaluating Your Content, Organization, and Tone 108 Evaluating, Editing, and Revising the Work of Other

Writers 108 revising to improve readability 111

Varying Sentence Length 111 Keeping Your Paragraphs Short 111 Using Lists and Bullets to Clarify and Emphasize 111 Adding Headings and Subheadings 112

editing for Clarity and Conciseness 112 Editing for Clarity 112 Editing for Conciseness 114

Producing your Message 114 Designing for Readability 114 Designing Messages for Mobile Devices 118

Proofreading your Message 118 Distributing your Message 119

Chapter review and activities 120 test your Knowledge 121 apply your Knowledge 121 Practice your skills 121 expand your skills 124 improve your grammar, Mechanics, and usage 124 endnotes 125

PART 3 brief business Messages 127

6 Crafting Messages for Digital Channels 129

CoMMuniCation Matters . . . 129

Digital Channels for business Communication 130 Media Choices for Brief Messages 130 Compositional Modes for Digital Media 131 Creating Content for Social Media 133 Optimizing Content for Mobile Devices 133

social networks 134 Business Communication Uses of Social Networks 135 Strategies for Business Communication on Social

Networks 136 information and Media sharing sites 137

User-Generated Content Sites 137 Content Curation Sites 137 Community Q&A Sites 140

email 140 Planning Email Messages 140 Writing Email Messages 141 Completing Email Messages 142

instant Messaging and text Messaging 142 Understanding the Benefits and Risks of IM 143 Adapting the Three-Step Process for Successful IM 144

x Contents

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blogging and Microblogging 145 Understanding the Business Applications of Blogging 145 Adapting the Three-Step Process for Successful Blogging 147 Microblogging 148

Podcasting 150

Chapter review and activities 151 test your Knowledge 152 apply your Knowledge 152 Practice your skills 152 expand your skills 154 improve your grammar, Mechanics, and usage 156 endnotes 158

7 Writing Routine and Positive Messages 161

CoMMuniCation Matters . . . 161

strategy for routine requests 162 Stating Your Request Up Front 162 Explaining and Justifying Your Request 162 Requesting Specific Action in a Courteous Close 162

Common examples of routine requests 162 Asking for Information or Action 163 Asking for Recommendations 163 Making Claims and Requesting Adjustments 163

strategy for routine replies and Positive Messages 166

Starting with the Main Idea 166 Providing Necessary Details and Explanation 166 Ending with a Courteous Close 168

Common examples of routine replies and Positive Messages 168

Answering Requests for Information or Action 168 Granting Claims and Requests for Adjustment 168 Providing Recommendations and References 169 Sharing Routine Information 169 Announcing Good News 169 Fostering Goodwill 172

Chapter review and activities 174 test your Knowledge 175 apply your Knowledge 175 Practice your skills 175 expand your skills 177 improve your grammar, Mechanics, and usage 180 endnotes 182

8 Writing Negative Messages 183 CoMMuniCation Matters . . . 183

using the three-step Writing Process for negative Messages 184

Step 1: Planning Negative Messages 184 Step 2: Writing Negative Messages 185 Step 3: Completing Negative Messages 186

using the Direct approach for negative Messages 186

Opening with a Clear Statement of the Bad News 186 Providing Reasons and Additional Information 186 Closing on a Respectful Note 187

using the indirect approach for negative Messages 187

Opening with a Buffer 188 Providing Reasons and Additional Information 189 Continuing with a Clear Statement of the Bad News 189 Closing on a Respectful Note 190

sending negative Messages on routine business Matters 190

Making Negative Announcements on Routine Business Matters 191

Rejecting Suggestions and Proposals 191 Refusing Routine Requests 191 Handling Bad News About Transactions 191 Refusing Claims and Requests for Adjustment 193

sending negative employment Messages 194 Refusing Requests for Recommendations 194 Refusing Social Networking Recommendation Requests 196 Rejecting Job Applications 196 Giving Negative Performance Reviews 197 Terminating Employment 198

sending negative organizational news 198 responding to negative information in a social Media environment 200

Chapter review and activities 201 test your Knowledge 202 apply your Knowledge 202 Practice your skills 203 expand your skills 204 improve your grammar, Mechanics, and usage 208 endnotes 209

9 Writing Persuasive Messages 211 CoMMuniCation Matters . . . 211

using the three-step Writing Process for Persuasive Messages 212

Step 1: Planning Persuasive Messages 212 Step 2: Writing Persuasive Messages 213 Step 3: Completing Persuasive Messages 215

Developing Persuasive business Messages 215 Framing Your Arguments 215 Balancing Emotional and Logical Appeals 216 Reinforcing Your Position 218 Anticipating Objections 218 Avoiding Common Mistakes in Persuasive Communication 219

Common examples of Persuasive business Messages 219

Persuasive Requests for Action 219 Persuasive Presentation of Ideas 221 Persuasive Claims and Requests for Adjustments 222

Developing Marketing and sales Messages 222 Planning Marketing and Sales Messages 222 Writing Conventional Marketing and Sales Messages 223 Writing Promotional Messages for Social Media 224 Creating Promotional Messages for Mobile Devices 225 Maintaining High Ethical and Legal Standards 225

Chapter review and activities 226 test your Knowledge 227 apply your Knowledge 227 Practice your skills 227

Contents xi

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expand your skills 229 improve your grammar, Mechanics, and usage 233 endnotes 234

PART 4 Longer business Messages 235

10 Understanding and Planning Reports and Proposals 237

CoMMuniCation Matters . . . 237

applying the three-step Writing Process to reports and Proposals 238

Analyzing the Situation 239 Gathering Information 239 Selecting the Right Combination of Media and Channels 239 Organizing Your Information 240

supporting your Messages with reliable information 241

Planning Your Research 242 Locating Data and Information 243 Evaluating Information Sources 243 Using Your Research Results 244

Conducting secondary research 245 Finding Information at a Library 245 Finding Information Online 246 Documenting Your Sources 247

Conducting Primary research 247 Conducting Surveys 248 Conducting Interviews 248

Planning informational reports 248 Organizing Informational Reports 249 Organizing Website Content 249

Planning analytical reports 250 Focusing on Conclusions 250 Focusing on Recommendations 250 Focusing on Logical Arguments 251

Planning Proposals 252

Chapter review and activities 255 test your Knowledge 256 apply your Knowledge 256 Practice your skills 256 expand your skills 258 improve your grammar, Mechanics, and usage 261 endnotes 262

11 Writing and Completing Reports and Proposals 263

CoMMuniCation Matters . . . 263

Writing reports and Proposals 264 Adapting to Your Audience 264 Drafting Report Content 264 Drafting Proposal Content 266

Writing for Websites and Wikis 268 Drafting Website Content 268 Collaborating on Wikis 268

illustrating your reports with effective Visuals 269 Choosing the Right Visual for the Job 270 Designing Effective Visuals 277

Completing reports and Proposals 279 Producing Formal Reports and Proposals 280 Distributing Reports and Proposals 299

Chapter review and activities 299 test your Knowledge 300 apply your Knowledge 300 Practice your skills 300 expand your skills 301 improve your grammar, Mechanics, and usage 305 endnotes 306

12 Developing and Delivering Business Presentations 309

CoMMuniCation Matters . . . 309

Planning a Presentation 310 Analyzing the Situation 311 Selecting the Best Media and Channels 311 Organizing a Presentation 311

Developing a Presentation 315 Adapting to Your Audience 315 Crafting Presentation Content 316

enhancing your Presentation with effective Visuals 319

Choosing Structured or Free-Form Slides 319 Designing Effective Slides 321 Integrating Mobile Devices in Presentations 325

Completing a Presentation 325 Finalizing Your Slides 325 Creating Effective Handouts 326 Choosing Your Presentation Method 326 Practicing Your Delivery 326

Delivering a Presentation 328 Overcoming Anxiety 328 Handling Questions Responsively 329 Embracing the Backchannel 329 Giving Presentations Online 330

Chapter review and activities 331 test your Knowledge 332 apply your Knowledge 332 Practice your skills 332 expand your skills 333 improve your grammar, Mechanics, and usage 335 endnotes 336

PART 5 employment Messages and Job interviews 337

13 Building Careers and Writing Résumés 339

CoMMuniCation Matters . . . 339

Finding the ideal opportunity in today’s Job Market 340

Writing the Story of You 340 Learning to Think Like an Employer 340 Researching Industries and Companies

of Interest 340

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Translating Your General Potential into a Specific Solution for Each Employer 342

Taking the Initiative to Find Opportunities 342 Building Your Network 343 Seeking Career Counseling 343 Avoiding Mistakes 344

Planning your résumé 344 Analyzing Your Purpose and Audience 344 Gathering Pertinent Information 346 Selecting the Best Media and Channels 346 Organizing Your Résumé Around Your Strengths 346 Addressing Areas of Concern 347

Writing your résumé 347 Keeping Your Résumé Honest 348 Adapting Your Résumé to Your Audience 348 Composing Your Résumé 348

Completing your résumé 352 Revising Your Résumé 352 Producing Your Résumé 356 Proofreading Your Résumé 358 Distributing Your Résumé 360

Chapter review and activities 360 test your Knowledge 361 apply your Knowledge 361 Practice your skills 361 expand your skills 362 improve your grammar, Mechanics, and usage 364 endnotes 365

14 Applying and Interviewing for Employment 367

CoMMuniCation Matters . . . 367

submitting your résumé 368 Writing Application Letters 368 Following Up After Submitting a Résumé 372

understanding the interviewing Process 373 The Typical Sequence of Interviews 373 Common Types of Interviews 373 Interview Media 374 What Employers Look for in an Interview 375 Preemployment Testing and Background Checks 376

Preparing for a Job interview 376 Learning About the Organization 377 Thinking Ahead About Questions 378 Boosting Your Confidence 379 Polishing Your Interview Style 379 Presenting a Professional Image 381 Being Ready When You Arrive 382

interviewing for success 382 The Warm-Up 382 The Question-and-Answer Stage 383 The Close 384 Interview Notes 385

Following up after an interview 385 Follow-Up Message 385 Message of Inquiry 385 Request for a Time Extension 386 Letter of Acceptance 386 Letter Declining a Job Offer 388 Letter of Resignation 388

Chapter review and activities 388 test your Knowledge 389 apply your Knowledge 389 Practice your skills 389 expand your skills 391 improve your grammar, Mechanics, and usage 392 endnotes 394

APPENDIX A Format and Layout of Business Documents 397 First impressions 397

Paper 397 Customization 397 Appearance 397

Letters 398 Standard Letter Parts 398 Additional Letter Parts 402 Letter Formats 404

envelopes 406 Addressing the Envelope 406 Folding to Fit 407 International Mail 407

Memos 409 reports 410

Margins 410 Headings 410 Page Numbers 410

endnotes 411

APPENDIX B Documentation of Report Sources 413 Chicago humanities style 413

In-Text Citation—Chicago Humanities Style 413 Bibliography—Chicago Humanities Style 414

aPa style 415 In-Text Citation—APA Style 416 List of References—APA Style 416

MLa style 416 In-Text Citation—MLA Style 416 List of Works Cited—MLA Style 417

APPENDIX C Correction Symbols 419 Content and style 419 grammar, Mechanics, and usage 420 Proofreading Marks 421

handbook of grammar, Mechanics, and usage 423 Diagnostic test of english skills 423 assessment of english skills 425 essentials of grammar, Mechanics, and usage 425 1.0 grammar 425

1.1 Nouns 425 1.2 Pronouns 427 1.3 Verbs 429 1.4 Adjectives 432 1.5 Adverbs 433 1.6 Other Parts of Speech 434 1.7 Sentences 436

Contents xiii

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2.0 Punctuation 440 2.1 Periods 440 2.2 Question Marks 440 2.3 Exclamation Points 440 2.4 Semicolons 440 2.5 Colons 440 2.6 Commas 441 2.7 Dashes 443 2.8 Hyphens 443 2.9 Apostrophes 443 2.10 Quotation Marks 443 2.11 Parentheses and Brackets 444 2.12 Ellipses 444

3.0 Mechanics 445 3.1 Capitalization 445 3.2 Underscores and Italics 447 3.3 Abbreviations 447

3.4 Numbers 447 3.5 Word Division 448

4.0 Vocabulary 449 4.1 Frequently Confused Words 449 4.2 Frequently Misused Words 451 4.3 Frequently Misspelled Words 452 4.4 Transitional Words and Phrases 453

Practice session answers 454

answer Keys 455

index 459

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xv

real-time updates—Learn More

Real-Time Updates—Learn More is a unique feature you will see strategically located throughout the text, connecting you with dozens of carefully selected online media items. These elements—categorized by the icons shown below representing interactive websites, online videos, infographics, PowerPoint presentations, podcasts, PDF files, and articles—complement the text’s coverage by providing contemporary examples and valuable insights from successful professionals.

REAL-TIME UPDATES

Learn More by reaDing this artiCLe

Twelve reasons why talking can be better than texting 23 The benefits of mobile collaboration 39 Turn listening into a competitive advantage 44 Improve your professional “curb appeal” 46 Simple steps to improve social media etiquette 49 Building credibility online 86 Take your communication skills from good to great 88 Practical tips for more-effective sentences 94 Improve your document designs by learning the fundamentals

of typography 117 Should you email, text, or pick up the phone? 131 Telling compelling stories on social media 132 Etiquette guidelines for instant messaging 144 Ten years later, are business blogs still a good investment? 145 Twitter tips for beginners 148 Simple rules for writing effective thank-you notes 173 Dissecting the apology letter from Target’s CEO 187 Using stories to persuade 216 Fifty tips for being more persuasive 219 Inspire your presentations with advice from these bloggers 325 Two secrets to presenting like a pro 328 Smart strategies to explain gaps in your work history 347 Don’t let these mistakes cost you an interview 360 The ultimate interview preparation checklist 377 Prepare your answers to these tough interview questions 378

REAL-TIME UPDATES

Learn More by Listening to this PoDCast

How to keep small battles from escalating into big ones 37 Tips for proofing your papers 119 Expert tips for successful phone interviews 382

REAL-TIME UPDATES

Learn More by WatChing this ViDeo

Positive ways to engage when you pick up negative social commentary 200

Persuasion skills for every business professional 215 Understand the basics of perception 270 Dealing with the difficult four 311 Nancy Duarte’s five rules for presentations 311 How to establish an emotional connection with any audience 316 Learn to use LinkedIn’s résumé builder 351 Video interviewing on Skype 375 Stay calm by pressing your “panic reset button” 384

REAL-TIME UPDATES

Learn More by reaDing this PDF

Dig deep into audience needs with this planning tool 63 Get detailed advice on using bias-free language 84

REAL-TIME UPDATES

Learn More by VieWing this Presentation

A business-focused model for identifying cultural differences 21 Smart advice for brainstorming sessions 72 Get helpful tips on creating an outline for any project 74

REAL-TIME UPDATES

Learn More by Visiting this interaCtiVe Website

Grammar questions? Click here for help 90 How much are you worth? 372 Prepare for your next interview with these Pinterest pins 382

REAL-TIME UPDATES

Learn More by Visiting this Website

Check out the cutting edge of business communication 5 The mobile revolution by the numbers 12 Social media disclosure guidelines that ensure transparency 16 Expert advice on making technologies usable 98 See the newest designs from some of the brightest minds

in typography 118 Asking for recommendations on LinkedIn 163

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Get expert tips on writing (or requesting) a letter of recommendation 169 Communication pros discuss the latest events

in crisis communication 200 Best practices in mobile marketing 225 Get clear answers to murky copyright questions 243 Learn to use Google more effectively 246 Try these 100 serious search tools 247 Step-by-step advice for developing a successful business plan 249 Data visualization and infographics gateway 275 Ten tools for creating infographics 277 Ideas for using Instagram for business communication 277 Great advice for getting started in digital video 277 The latest tools and trends in presentations 319 Advice and free templates for more-effective slideuments 322

Converting your résumé to a CV 345 Find the keywords that will light up your résumé 349

REAL-TIME UPDATES

Learn More by reaDing this inFograPhiC

Whatever happened to live conversation? 50 Are you living up to your creative potential? 71 See how expensive poor customer service really is 187 Decide how to respond to online reputation attacks 201 The color of persuasion 222 See how an applicant tracking system handles your résumé 348 Get a quick reminder of the key steps in preparing for an interview 381

xvi real-time updates —Learn More

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Preface

Major Changes and Improvements in This Edition Here are the major changes in the Seventh Edition of Business Communication Essentials:

● Groundbreaking coverage of mobile business communication; please see the next page for more information

● New text sections: Using All the Job-Search Tools at Your Disposal (Prologue) The Mobile Revolution (Chapter 1)

The Rise of Mobile as a Communication Platform How Mobile Technologies Are Changing Business Communication

Collaboration via Mobile Devices (Chapter 2) Putting Meeting Results to Productive Use (Chapter 2) Business Etiquette Using Mobile Devices (Chapter 2) Selecting the Best Combination of Media and Channels (Chapter 3) The Unique Challenges of Communication on Mobile Devices (Chapter 3) Writing Messages for Mobile Devices (Chapter 4) Designing Messages for Mobile Devices (Chapter 5) Optimizing Content for Mobile Devices (Chapter 6) Creating Promotional Messages for Mobile Devices (Chapter 9) Organizing a Presentation (Chapter 12) Integrating Mobile Devices in Presentations (Chapter 12) Choosing a Design Strategy for Your Résumé (Chapter 13)

● Coverage of emerging issues that are reshaping business communication, including digital information fluency and the bring your own device (BYOD) phenomenon

● Coverage of linear and nonlinear presentations, discussing the relative strengths of slide-based presentations (linear) and Prezi-style presentations (nonlinear)

● Revised treatment of media and channels; to reflect the continuing evolution of digital formats, we now categorize media choices as oral, written, and visual, each of which can be delivered through digital and nondigital channels to create six basic combinations

● More than 40 new business communication examples and figures—and the illustration portfolio for the Seventh Edition includes more than two dozen mobile communica- tion examples and more than two dozen social media examples

● New exercises and activities that focus on mobile communication ● A selection of communication cases that challenge students to craft messages for

mobile devices; overall, more than 30 percent of the cases are new in this edition

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As Another Disruptive Technology Transforms Business Communication, Bovée and Thill Again Lead the Field with Innovative Coverage The history of business communication over the past couple of decades has been one of almost constant change. The first major wave was the digital revolution, replacing much of the print communication of the past with email, instant messaging, web content, and other new forms. Then came social media, which fundamentally redefined the relationship between businesses and their stakeholders. And now comes the third wave, and it’s proving to be every bit as disruptive—and full of exciting possibilities—as the first two.

Mobile communication, and mobile connectivity in the larger sense, is changing the way business communicators plan, create, and distribute messages. Mobile devices are overtaking PCs as the primary digital communication tool for millions of consumers, em- ployees, and executives, and businesses that don’t get mobile-friendly in a hurry will fall behind.

For business communicators, the shift to mobile involves much more than the con- straints of small screens and new input technologies. The ability to reach people anywhere at any time can be a huge advantage, but the mobile communication experience can also be a major challenge for senders and receivers alike. It requires new ways of thinking about information, message structures, and writing styles. With the notion of radical connectivity (see page 13), for example, many communication experiences are no longer about “batch processing” large, self-contained documents. Instead, communication is taking on the feel of an endless conversation, with recipients picking up smaller bits of information as needed, in real time, from multiple sources.

The fundamental skills of writing, listening, presenting, and so on will always be es- sential, of course, but those skills must be executed in a contemporary business context. That’s why Bovée and Thill texts carefully blend technology awareness and skills with basic communication skills and practices. The new coverage of mobile communication is deeply integrated throughout the Seventh Edition, with major new sections in many chapters and important updates in other places, along with a variety of new questions, activities, and cases.

Welcome to the wild new world of mobile business communication!

Why Business Communication Instructors Continue to Choose Bovée and Thill ● Market-leading innovation. The unique new coverage of mobile communication in

this edition is just one example of how for more than three decades, Bovée and Thill texts have pioneered coverage of emerging trends and their implications for business communication. They were the first authors in the field to give in-depth coverage to digital media, then social media, and now mobile communication.

● Up-to-date coverage that reflects today’s business communication practices and employer expectations. Technology, globalization, and other forces have dramatically changed the practice of business communication in recent years, even to the point of altering how people read and how messages should be constructed. To prepare students for today’s workplace, the business communication course needs to address contempo- rary skills, issues, and concepts.

● Practical advice informed by deep experience. Beyond the research and presentation of new ideas and tools, Bovée and Thill are among the most active and widely followed users of social media in the entire field of business communication. They don’t just write about new concepts; they have years of hands-on experience with social media, blogging, content curation, search technologies, and other important tools. They are active participants in more than 45 social media sites.

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● Engaging coverage of real companies and contemporary issues in business com- munication. Bovée and Thill texts emphasize companies and issues students already know about or are likely to find intriguing. For example, cases in recent editions have addressed location-based social networking (the business communication implications of the FourSquare game app), employer restrictions on social media, and the use of Twitter in the job-search process.

● Integrated learning. In sharp contrast to texts that tack on coverage of social media and other new topics, Bovée and Thill continually revise their coverage to fully inte- grate the skills and issues that are important in today’s workplace. This integration is carried through chapter-opening vignettes, chapter content, model documents, end- of-chapter questions, communication cases, and test banks to make sure students prac- tice the skills they’ll need, not just read about them in some anecdotal fashion.

● Added value with unique, free resources for instructors and students. From the groundbreaking Real-Time Updates to Business Communication Headline News to vid- eos specially prepared for instructors, Bovée and Thill adopters can take advantage of an unmatched array of free resources to enhance the classroom experience and keep course content fresh. Please see pages xxvii–xxix for a complete list.

Preface xix

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In-Depth Coverage of Digital, Social, and Mobile Media Topics in the Seventh Edition Business Communication Essentials offers in-depth coverage of new and emerging media skills and concepts. These tables show where you can find major areas of coverage, figures, and communication cases that expose students to professional use of social media, mobile media, and other new technologies.