Public relations writing strategies & structures 11th edition pdf

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M a r y E l l E n G u f f E y Emerita Professor of Business Los Angeles Pierce College m.e.guffey@cox.net

D a n a l o E w y Emerita Lecturer, Business Communication California State University, Fullerton dloewy@fullerton.edu

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Essentials of Business Communication 11e

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Essentials of Business Communication, 11E Mary Ellen Guffey Dana Loewy

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Dear Business Communication Student:

Chances are that you are no longer holding a textbook in your hands but access the Eleventh Edition of Essen- tials of Business Communication via MindTap on your laptop, tablet, or your smartphone. MindTap is a multi- media learning experience that makes studying business communication and sharpening important career skills easier and more fun.

Our well-researched, market-leading e-text saves you money while helping you sharpen important job skills. Whether you access Essentials of Business Communication, 11e on mobile devices or own a print copy of this award-winning text, you are on your way to developing essential communication skills that will not only serve you well in college but will also stay with you in your chosen career.

Here are a few of the major features you can expect from the No. 1 business communication book in this country and abroad: ▪ Workplace readiness. The marketplace today is challenging. One way to out-

shine the competition is by offering superior communication skills to future employers. Your business communication course and this book are the ideal tools for making yourself job ready.

▪ Communication technology and best practices. Obviously, the workplace is relying on technology and digital media. It is social and mobile. You may be tech savvy, but are you familiar with workplace-appropriate best practices? Even if you know your way around mobile devices and social media, you still need to be able to write well and make a positive impression. This book not only covers the latest workplace technology but above all it stresses solid writ- ing skills and good grammar.

▪ Latest trends in job searching. Chapter 13 presents the most current trends, tech- nologies, and practices affecting the job search, résumés, and cover letters that will help you stand out. You will learn how to build a personal brand, how to network, and how to write customized résumés and create an effective LinkedIn profile.

▪ Hottest trends in job interviewing. Chapter 14 provides countless tips on how to interview in today’s highly competitive job market, including one-way and two-way video interviewing.

The many contemporary examples and model documents, along with writing plans providing step-by-step instructions, will get you started quickly and help you stay focused on the writing process. We wish you well in your course!

Cordially,

Mary Ellen Guffey & Dana Loewy

Essentials of Business Communication 11e

Mary Ellen Guffey and Dana Loewy

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Dr. Mary Ellen Guffey Dr. Dana Loewy Emerita Professor of Business Emerita Lecturer, Business Communication Los Angeles Pierce College California State University, Fullerton m.e.guffey@cox.net dloewy@fullerton.edu

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What Is MindTap?

MindTap is your personal, customized learning environment. It presents engaging course content along with videos, activities, apps, and other interesting features making learning fun and easy. With MindTap, you can create a unique learning path that will help you understand key concepts in depth and fast, so that you can produce your best work.

The following activities will help you shape and pace your own learning: ▪ Aplia homework assignments. Aplia™ is an online application that improves

comprehension and performance by motivating you to stay interested and increase your effort. Aplia provides automatically graded assignments that contain detailed explanations on every question over multiple question sets. In short, you get results without needing your instructor’s feedback. These assign- ments cover chapter content as well as grammar and mechanics.

▪ YouSeeU activities. Learning is easier with visuals. YouSeeU helps you stay on track with videos that draw you in and reinforce what you learn in and out of the classroom. The YouSeeU MindApp allows you to complete oral communi- cation activities for various assignment types that include creating individual videos, responding to question and answer tasks, viewing visual aids, and mak- ing group presentations.

▪ Write Experience activities. Write Experience assignments help improve your writing skills. They evaluate the voice, style, format, content, and originality of what you write. Find out how you are doing without needing your instructor’s feedback.

▪ How-To Videos. Understand fully how it’s done before you write a business document. How-to videos show you expert writing techniques.

▪ Writing Plan Reviews. The writing plans in your textbook structure your writ- ing assignments step by step. The writing plan reviews illustrate the popular Essentials writing plans with before-and-after treatments.

▪ Writing Workshops. Helping you learn without an instructor, Writing Work- shops bring Essentials writing assignments to life with interactive quizzing and in-depth feedback.

▪ Narrated PowerPoint slides. To review important concepts and definitions, you can watch the narrated PowerPoint slides—perfect for traditional and distance learners.

iv What Is MindTap?

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Brief Contents v

Brief Contents

Unit 1: Business Communication in the Digital age 1 1 Succeeding in the Social and Mobile Workplace 2

Unit 2: The writing Process in the Information age 35 2 Planning Business Messages 36 3 Organizing and Drafting Business Messages 62 4 Revising Business Messages 87

Unit 3: workplace Communication 113 5 Short Workplace Messages and Digital Media 114 6 Positive and Neutral Messages 150 7 Negative Messages 186 8 Persuasive Messages 219

Unit 4: Business reports and Proposals—Best Practices 251 9 Informal Reports 252 10 Proposals and Formal Reports 285

Unit 5: Professionalism, Teamwork, Meetings, and Speaking Skills 325 11 Professionalism at Work: Business Etiquette, Ethics, Teamwork, and Meetings 326 12 Business Presentations 362

Unit 6: Employment Communication 397 13 The Job Search, Résumés, and Cover Messages 398 14 Interviewing and Following Up 444

Appendixes A Document Format Guide A-1 B Documentation Formats B-1 C Correction Symbols and Proofreading Marks C-1 D Grammar/Mechanics Handbook D-1

End Matter Notes N-1 Index I-1

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Contents

Unit 1 Business Communication in the Digital Age

1 Succeeding in the Social and Mobile workplace 2

1-1 Mastering the Tools for Success in the Twenty-First-Century Workplace 2

1-2 Developing Listening Skills 10 1-3 Learning Nonverbal Communication

Skills 12 1-4 Recognizing How Culture Influences

Communication 15 1-5 Becoming Interculturally Proficient 20

Summary of Learning Outcomes 23 Chapter Review 25 Critical Thinking 26 Activities and Cases 26 Grammar/Mechanics Checkup 1 31 Editing Challenge 1 32 Communication Workshop 33

3-1 Drafting Workplace Messages 62 3-2 Organizing Information to Show

Relationships 65

3-3 Drafting With Powerful Sentences 67 3-4 Mastering Four Skillful Writing

Techniques 70

3 organizing and Drafting Business Messages 62

Unit 2 The Writing Process in the Information Age

2-1 Examining the Communication Process 36 2-2 Following the 3-x-3 Writing Process 38 2-3 Analyzing the Purpose and Anticipating

the Audience 41 2-4 Adapting to the Audience With Expert

Writing Techniques 44 2-5 Improving the Tone and Clarity

of a Message 47

Summary of Learning Outcomes 51 Chapter Review 52

Critical Thinking 53 Writing Improvement Exercises 54 Radical Rewrites 57 Activities 58 Grammar/Mechanics Checkup 2 59 Editing Challenge 2 60 Communication Workshop 61

2 Planning Business Messages 36

vi Contents

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Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.

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4-1 Stopping to Revise: Applying Phase 3 of the Writing Process 87

4-2 Enhancing Message Clarity 92 4-3 Using Document Design to Improve

Readability 95 4-4 Catching Errors With Careful Proofreading 98 4-5 Evaluating the Effectiveness of Your

Message 101

Summary of Learning Outcomes 102 Chapter Review 103 Critical Thinking 103 Writing Improvement Exercises 104 Radical Rewrites 109 Grammar/Mechanics Checkup 4 110 Editing Challenge 4 111 Communication Workshop 112

4 revising Business Messages 87

Unit 3 Workplace Communication

5-1 Writing Digital Age E-Mail Messages and Memos 114

5-2 Workplace Messaging and Texting 120 5-3 Making Podcasts and Wikis Work for

Business 124 5-4 Blogging for Business 127 5-5 Social Networking for Business 131

Summary of Learning Outcomes 134 Chapter Review 136

Critical Thinking 137 Writing Improvement Exercises 138 Radical Rewrites 140 Activities and Cases 141 Grammar/Mechanics Checkup 5 147 Editing Challenge 5 148 Communication Workshop 149

5 Short workplace Messages and Digital Media 114

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3-5 Drafting Well-Organized, Effective Paragraphs 74

Summary of Learning Outcomes 76 Chapter Review 77 Critical Thinking 78

Writing Improvement Exercises 78 Radical Rewrites 83 Grammar/Mechanics Checkup 3 84 Editing Challenge 3 85 Communication Workshop 86

6 Positive and neutral Messages 150 6-1 Routine Messages: E-Mails, Memos,

and Letters 150 6-2 Typical Request, Response, and Instruction

Messages 153 6-3 Direct Claims and Complaints 159 6-4 Adjustment Messages 163 6-5 Goodwill Messages 166

Summary of Learning Outcomes 170 Chapter Review 171

Critical Thinking 172 Writing Improvement Exercises 173 Activities and Cases 177 Grammar/Mechanics Checkup 6 183 Editing Challenge 6 184 Communication Workshop 185

Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.

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8 Persuasive Messages 219 8-1 Understanding Persuasion in a Social

and Mobile Age 219 8-2 Planning and Writing Persuasive

Requests 221 8-3 Writing Effective Persuasive Claims

and Complaints 222 8-4 Crafting Persuasive Messages in Digital Age

Organizations 224 8-5 Creating Effective Sales Messages in Print

and Online 228

Summary of Learning Outcomes 237 Chapter Review 238 Critical Thinking 239 Writing Improvement Exercises 239 Radical Rewrites 240 Activities and Cases 243 Grammar/Mechanics Checkup 8 248 Editing Challenge 8 249 Communication Workshop 250

Unit 4 Business Reports and Proposals—Best Practices

9-1 Preparing Reports in the Digital Age 252 9-2 Report Formats and Heading Levels 256 9-3 Identifying the Problem, Defining

the Purpose, and Collecting Data 259 9-4 Preparing Short Informational Reports 262 9-5 Preparing Short Analytical Reports 268

Summary of Learning Outcomes 276 Chapter Review 277

Critical Thinking 278 Activities and Cases 278 Grammar/Mechanics Checkup 9 281 Editing Challenge 9 283 Communication Workshop 284

9 Informal reports 252

7 negative Messages 186 7-1 Communicating Negative News

Effectively 186 7-2 Analyzing Negative News Strategies 187 7-3 Composing Effective Negative

Messages 191 7-4 Refusing Typical Requests and Claims 197 7-5 Managing Bad News Within

Organizations 201

Summary of Learning Outcomes 206 Chapter Review 207

Critical Thinking 208 Writing Improvement Exercises 208 Radical Rewrites 210 Activities and Cases 211 Grammar/Mechanics Checkup 7 216 Editing Challenge 7 217 Communication Workshop 218

viii Contents

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10-1 Preparing Business Proposals 285 10-2 Preparing Formal Business Reports 291 10-3 Collecting Information Through Primary and

Secondary Research 294 10-4 Documenting Information 300 10-5 Incorporating Meaningful Visual Aids

and Graphics 303 10-6 Understanding Formal Report

Components 308

Summary of Learning Outcomes 312 Chapter Review 313 Critical Thinking 314 Activities and Cases 315 Grammar/Mechanics Checkup 10 320 Editing Challenge 10 321 Communication Workshop 322

10 Proposals and formal reports 285

11 Professionalism at work: Business Etiquette, Ethics, Teamwork, and Meetings 326

11-1 Developing Professionalism and Business Etiquette Skills at the Office and Online 326

11-2 Communicating Face-to-Face on the Job 330 11-3 Following Professional Telephone and Voice

Mail Etiquette 335 11-4 Adding Value to Professional Teams 338 11-5 Planning and Participating in Face-to-Face

and Virtual Meetings 343

Summary of Learning Outcomes 350 Chapter Review 351 Critical Thinking 353 Activities and Cases 353 Grammar/Mechanics Checkup 11 358 Editing Challenge 11 360 Communication Workshop 361

Unit 5 Professionalism, Teamwork, Meetings, and Speaking Skills

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12 Business Presentations 362 12-1 Creating Effective Business

Presentations 362 12-2 Organizing Content to Connect

With Audiences 365 12-3 Understanding Contemporary Visual

Aids 371 12-4 Preparing Engaging Multimedia

Presentations 374 12-5 Polishing Your Delivery and Following

Up 380

Summary of Learning Outcomes 384 Chapter Review 385 Critical Thinking 386 Activities and Cases 386 Grammar/Mechanics Checkup 12 392 Editing Challenge 12 394 Communication Workshop 395

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x Contents

13 The Job Search, résumés, and Cover Messages 398

14 Interviewing and following up 444

13-1 Job Searching in the Digital Age 398 13-2 Developing a Job-Search Strategy Focused on

the Open Job Market 402 13-3 Unlocking the Hidden Job Market

With Networking 404 13-4 Customizing Your Résumé 409 13-5 Using Digital Tools to Enhance Your Job

Search 421 13-6 Cover Messages—Do They Still Matter? 425

Summary of Learning Outcomes 433 Chapter Review 435 Critical Thinking 436 Radical Rewrites 436 Activities and Cases 438 Grammar/Mechanics Checkup 13 441 Editing Challenge 13 442 Communication Workshop 443

14-1 Interviewing Effectively in Today’s Competitive Job Market 444

14-2 Before the Interview 448 14-3 During the Interview 452 14-4 After the Interview 462 14-5 Preparing Additional Employment

Documents 465

Summary of Learning Outcomes 468 Chapter Review 470

Critical Thinking 471 Radical Rewrites 472 Activities and Cases 473 Grammar/Mechanics Checkup 14 479 Editing Challenge 14 480 Communication Workshop 481

Unit 6 Employment Communication

appendixes Appendix A Document Format Guide A-1 Appendix B Documentation Formats B-1 Appendix C Correction Symbols and Proofreading Marks C-1 Appendix D Grammar/Mechanics Handbook D-1

End Matter Notes N-1 Index I-1

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xiAre You Job-Ready?

Employers today often complain that many new graduates are simply not job-ready. As a matter of fact, writing, communication, and other so-called soft skills consistently rank high on recruiters’ wish lists. Most students realize this and chose this class to develop these necessary workplace skills as efficiently and effectively as possible. Essentials of Business Communication is the tool to make this happen.

This time-honored, tried-and-true text will guide you in developing the job-readiness you need for the twenty-first century. Essentials highlights best practices and strate- gies backed by leading-edge research to help you develop professionalism, expert writ- ing techniques, workplace digital savvy, and the latest job-search and résumé-building skills.

Yes, you must be literate in all current communication technologies. The good news is that Essentials effectively addresses best practices for social media as well as for mobile technology. You will learn how to build credibility online as well as offline, and understand that writing is central to business success, regardless of the communication channel. It is a foundational skill. Employers want good writers and communicators. This is why Essentials continues to provide grammar exercises and documents for editing and grammar practice that our competitors have abandoned. You need a diversity of skills beyond tech savvy alone—now more than ever!

Guided by traditional rigor, Essentials of Business Communication addresses both contemporary student needs as well as those of instructors.

Perfecting Professionalism The Eleventh Edition emphasizes positive work- place behavior and clearly demonstrates the importance of professionalism. Today’s busi- nesses desire workers who exhibit strong com- munication skills and project positive attitudes. Employers seek team members who can effec- tively work together to deliver positive results that ultimately boost profits and bolster the company’s image. Graduates who possess these highly desirable soft skills excel in today’s challenging job market. In this edi- tion you will discover how to perfect those traits most valued in today’s competitive, mobile, and social workplace.

Are You Job-Ready?

“I picked this text with its excellent resources for our new Business Communication class that was added as a core class in the College of Business. All instructors who teach that class use this text. This is the only course in the university that emphasizes professionalism.” Dr. Mary Kiker, Auburn University, Montgomery

Unprofessional Professional Uptalk, a singsong speech pattern, making sentences sound like questions; like used as a filler; go for said; slang; poor grammar and profanity.

Speech habits

Recognizing that your credibility can be seriously damaged by sounding uneducated, crude, or adolescent.

Sloppy messages with incomplete sentences, misspelled words, exclamation points, IM slang, and mindless chatter. E-mail addresses such as partyanimal@gmail.com, snugglykitty@icloud. com, or hotmama@outlook.com.

E-mail Messages with subjects, verbs, and punctuation, free from IM abbreviations; messages that are concise and spelled correctly even when brief. E-mail addresses that include a name or a positive, businesslike expression.

Suggestive Twitter handles and user names that point to an immature, unhealthy lifestyle. Posts that reveal political, religious, and other personal leanings.

Internet, social media

Real name Twitter handles and user names that don’t sound cute or like chatroom nicknames. Posts in good taste, fit for public consumption.

An outgoing message with strident background music, weird sounds, or a joke message. Voice mail

An outgoing message that states your name or phone number and provides instructions for leaving a message.

Soap operas, thunderous music, or a TV football game playing noisily in the background when you answer the phone.

Telephone presence

A quiet background when you answer the telephone, especially if you are expecting a prospective employer’s call.

Using electronics during business meetings for unrelated purposes or during conversations with fellow employees; raising your voice (cell yell); forcing others to overhear your calls.

Cell phones, tablets

Turning off phone and message notification, both audible and vibrate, during meetings; using your smart devices only for meeting- related purposes.

Sending and receiving text messages during meetings, allowing texting to interrupt face-to- face conversations, or texting when driving.

Texting Sending appropriate business text messages only when necessary (perhaps when a cell phone call would disturb others).

Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.

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xii Are You Job-Ready?

Developing Expert writing Techniques for a Digital workplace Abundant before-and-after documents with descriptive callouts create a clear road map to perfecting the writing process. These documents demonstrate how to apply expert writing techniques, as well as high- light the critical significance of the revision process.

“I really love Essentials of Business Communication for my students. I’m always alarmed at how poor their grammar and writing skills are, and this is one of the few books that addresses those skills effectively.” Shawnna Patterson, Chemeketa Community College, Salem Oregon

Chapter 6: Positive and Neutral Messages 159

failures (we are no longer using and many mix-ups in the past), Brian revised his message to explain constructively how reporting should be handled.

When writing messages that deliver instructions, be careful of tone. Today’s managers and team leaders seek employee participation and cooperation. These goals can’t be achieved, though, if the writer sounds like a dictator. Avoid making accusa- tions and fixing blame. Rather, explain changes, give reasons, and suggest benefits to the reader. Assume that employees want to contribute to the success of the organiza- tion and to their own achievement. Notice in the Figure 6.4 revision that Brian tells readers that they will save time and reduce mix-ups if they follow the new method.

6.3 Direct Claims and Complaints In business, things can and do go wrong—promised shipments are late, warrantied goods fail, and service is disappointing. When consumers must lodge a complaint or when they need to identify or correct a wrong, the message is called a claim. Because straightforward claims are those to which you expect the receiver to agree readily, use a direct approach, as shown in the following writing plan.

LEaRning OUtCOME 3 Prepare messages that make direct claims and voice complaints, including online posts.

Direct Claims

OPEning: Describe clearly the desired action. BODy: Explain the claim, tell why it is justified, and provide details

describing the desired action. CLOSing: End pleasantly with a goodwill statement, and include an end date

and action request, if appropriate.

Increasingly, consumers resort to telephone calls, they e-mail their claims, or—as we have seen—they vent their peeves in online posts. Large companies can afford to employ social media specialists who monitor and respond to comments. However, small and midsized businesses often have few options other than Google Alerts and their own limited forays into social networking.

This is why in an age of digital communication, claims written as letters of complaint still play an important role even as they are being replaced by telephone calls, e-mails, and social media posts. Depending on the circumstances, letters more convincingly establish a record of what happened. Some business communicators opt for letters they can either attach to e-mail messages or fax. Regardless of the channel, straightforward claims use a direct approach. Claims that require a per- suasive response are presented in Chapter 8.

6-3a Stating a Clear Claim in the Opening When you, as a consumer, have a legitimate claim, you can expect a positive response from a company. Smart businesses want to hear from their customers. They know that retaining a customer is far less costly than recruiting a new customer.

Open your claim with a compliment, a point of agreement, a statement of the problem, a brief review of action you have taken to resolve the problem, or a clear statement of the action you want. You might expect a replacement, a refund, a new order, credit to your account, correction of a billing error, free repairs, or cancella- tion of an order. When the remedy is obvious, state it immediately (Please correct an erroneous double charge of $59 to my credit card for Laplink migration software. I accidentally clicked the Submit button twice).

86494_ch06_hr_150-185.indd 159 9/5/17 7:51 PM

Emphasizing Grammar and writing fundamentals Throughout the text, proven learning features help you review and rebuild vital basic grammar skills. In every chapter Grammar/Mechanics Checkups system-

atically review the fundamentals and are keyed to an authoritative and streamlined Grammar/ Mechanics Handbook. Editing Challenge and Radical Rewrite exercises also provide innu- merable opportunities for you to sharpen your grammar, punctuation, spelling, capitalization, and writing skills by editing typical business documents.

applying Strategic writing Plans Original business message writing plans, initially created by author Mary Ellen Guffey and expanded in this edition, provide efficient step-by-step instructions that enable you to overcome fear and start writing quickly and confidently. The Eleventh Edition now offers ten sets of writing plans that cover a variety of business situations. This signature feature of Essentials is especially important for novice writers who lack business experi- ence and composition training.

110 Chapter 4: Revising Business Messages

grammar/mechanics Checkup 4

Adjectives and Adverbs Review Sections 1.16 and 1.17 of the Grammar/Mechanics Handbook. Then select the correct form to complete each of the following statements. Record the appropriate G/M section and letter to illustrate the principle involved. When you finish, compare your responses with those provided at the bottom of the page. If your answers differ, study carefully the principles shown in parentheses.

b (1.17e) ExamplE Surprisingly, most of the (a) twenty year old, (b) twenty-year-old equipment is

still working. b (1.17e) 1. The newly opened restaurant offered many (a) tried and true, (b) tried-and-true menu items.

b (1.17c) 2. Although purchased twenty years ago, the equipment still looked (a) brightly, (b) bright.

a (1.17e) 3. The committee sought a (a) cost-effective, (b) cost effective solution to the continuing problem.

b (1.17d) 4. How is the Shazam app able to process a song so (a) quick, (b) quickly?

a (1.16) 5. Of the two plans, which is (a) more, (b) most comprehensive?

a (1.17e) 6. Employees may submit only (a) work-related, (b) work related expenses to be reimbursed.

b (1.17g) 7. Amy and Marusia said that they’re planning to open (a) there, (b) their own business next year.

b (1.17e) 8. Haven’t you ever made a (a) spur of the moment, (b) spur-of-the-moment decision?

a (1.17e) 9. Not all decisions that are made on the (a) spur of the moment, (b) spur-of-the-moment turn out badly.

a (1.17e) 10. The committee offered a (a) well-thought-out, (b) well thought out plan to revamp online registration.

b (1.17e) 11. You must complete a (a) change of address, (b) change-of-address form when you move.

a (1.16) 12. Employment figures may get (a) worse, (b) worst before they get better.

b (1.17b) 13. I could be more efficient if my printer were (a) more nearer, (b) nearer my computer.

a (1.17c) 14. Naturally, our team members felt (a) bad, (b) badly when our project was canceled.

b (1.17d) 15. The truck’s engine is certainly running (a) smooth, (b) smoothly after its tune-up.

1. b (1.17e) 2. b (1.17c) 3. a (1.17e) 4. b (1.17d) 5. a (1.16) 6. a (1.17e) 7. b (1.17g) 8. b (1.17e) 9. a (1.17e) 10. a (1.17e) 11. b (1.17e) 12. a (1.16) 13. b (1.17b) 14. a (1.17c) 15. b (1.17d)

86494_ch04_hr_087-112.indd 110 9/11/17 2:16 PM

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Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203

xiiiAre You Job-Ready?

learning workplace Best Practices Most students arrive in the classroom with some work experience and technology skills, but many are not aware of what businesses expect of them when they use digital tools. The Eleventh Edition provides comprehensive guidance in the professional use of e-mail, texting, instant messaging, blogging, and social media. You will master best practices that clearly demonstrate how to avoid damaging your career or hurting your employers’ reputation with careless online behavior.

• Don’t write in another channel—such as IM, social media, or a phone call—might work better. • Send only content you would want to be published. • Write compelling subject lines, possibly with names and dates: Jake: Can You Present at January 10 Staff Meeting?

• Scan all e-mails, especially those from the same person. Answer within 24 hours or say when you will. • Change the subject line if the topic changes. Check the threaded messages below yours. • Practice down-editing; include only the parts from the incoming e-mail to which you are responding. • Start with the main idea. • Use headings and lists.

• Obtain approval before forwarding. • Soften the tone by including a friendly opening and closing. • Resist humor and sarcasm. Absent facial expression and tone of voice, humor can be misunderstood. • Avoid writing in all caps, which is like SHOUTING.

• End with due dates, next steps to be taken, or a friendly remark. • Add your full contact information including social media addresses. • Edit your text for readability. Proofread for typos or unwanted auto-corrections. • Double-check before hitting Send.

Getting Started Replying Observing Etiquette Closing Effectively

Don’t spread rumors, gossip, and negative defamatory comments. Because all digital information is subject to discovery in court, avoid unprofessional content and conduct, including complaints about your employer, customers, and employees.

Don’t download and share cartoons, video clips, photos, and art. Businesses are liable for any recorded digital content regardless of the medium used.

Don’t open unfamiliar attachments. Attachments with executable files or video files may carry viruses, spyware, or other malware (malicious programs).

Don’t download free software and utilities to company machines. Employees can unwittingly introduce viruses, phishing schemes, and other cyber bugs.

Don’t store your music and photos on a company machine (or server) and don’t watch streaming videos. Capturing precious company bandwidth for personal use is a sure way to be shown the door.

Don’t share files, and avoid file-sharing services. Clarify whether you may use Google Docs and other services that offer optional file sharing. Stay away from distributors or pirated files such as LimeWare.

Learn your company’s rules. Some companies require workers to sign that they have read and understand Internet and digital media use policies. Being informed is your best protection.

Avoid sending personal e-mail, instant messages, or texts from work. Even if your company allows personal use during lunch or after hours, keep it to a minimum. Better yet, wait to use your own electronic devices away from work.

Separate work and personal data. Keep information that could embarrass you or expose you to legal liability on your personal storage devices, on hard drives, or in the cloud, never on your office computer.

Be careful when blogging, tweeting, or posting on social networking sites. Unhappy about not receiving a tip, a Beverly Hills waiter lost his job for tweeting disparaging remarks about an actress. Forgetting that his boss was his Facebook friend, a British employee was fired after posting, “OMG, I HATE MY JOB!” and calling his supervisor names.

Keep sensitive information private. Use privacy settings, but don’t trust the “private” areas on Facebook, Twitter, Flickr, and other social networks.

Avoid pornography, sexually explicit jokes, or inappropriate screen savers. Anything that might poison the work environment is a harassment risk and, therefore, prohibited.

Avoid questionable content, personal documents, and file sharing

Know workplace policies and use media only for work-related purposes

DON’TS DOs

using Digital Media like a Pro: Dos and Don’ts

• Fact check. • Earn your readers’ trust. • Credit your sources. • Apply the inverted pyramid. • Edit, edit, edit. • Proof, proof, proof.

Applying the Five Journalistic Ws to Blogs

Big Idea First Who? What? When? Why? How?

Key Facts Explanations

Evidence Examples Background

Details

writing a Captivating Blog

Developing Digital Skills Regardless of the communication channel, writing proficiency is a must in a workplace dominated by mobile technology and social media. Technology and writing skills go hand in hand in today’s professional environment of success. For this reason, Essentials provides how-to instructions and best practices for today’s digital workplace while also emphasizing good writing and professional- ism. This focus is rooted in the belief that today’s communicators and their skills are on display 24/7. Credibility takes significant time to build but is easy to lose in an instant.

Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.

Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203

xiv Are You Job-Ready?

Analyze Yourself

Develop a Job-Search Strategy

Create a Customized

Résumé

Know the Hiring Process

▪ Identify your interests and goals. ▪ Assess your qualifications. ▪ Explore career opportunities.

▪ Search the open job market. ▪ Pursue the hidden job market. ▪ Cultivate your online presence. ▪ Build your personal brand. ▪ Network, network, network!

▪ Choose a résumé style. ▪ Organize your info concisely. ▪ Tailor your résumé to each position. ▪ Optimize for digital technology.

▪ Submit a résumé, application, or e-portfolio. ▪ Undergo screening and hiring interviews. ▪ Accept an offer or reevaluate your progress.

Conducting a Successful Job Search

writing online reviews and Complaints Social media posts have a way of ending up in the wrong hands, making vicious complainers seem irrational. In this edition you learn to write well-considered private social media messages as well as professional responses that increase the credibility and reputation of employers.

Establish your credibility.

Check posting rules.

Provide balanced reviews.

Consider the reach and permanence of posts.

• Zero in on your objective and make your comment as concise as possible. • Focus only on the facts and be able to support them.

• Understand what’s allowed by reading the terms and conditions on the site. • Keep your complaint clean, polite, and to the point.

• To be fair, offset criticism with positives to show that you are a legitimate consumer. • Suggest improvements even in glowing reviews; all-out gushing is suspicious and not helpful.

• Know that your review may be posted inde�nitely, even if you change your mind and modify a post later.

• Be open; even anonymous comments can be tracked down. Privacy policies do not protect writers from subpoenas.

Accept offers to help.

• Reply if a business offers to help or discuss the problem; update your original post as necessary.

Refuse payment for favorable critiques.

• Never accept payment to change your opinion or your account of the facts. • Comply with requests for a review if you are a satisfied customer.

“I was blown away by the exceptional personal service from the author. All of the Guffey supplementary materials are unbelievably helpful. This is one author who works hard to make me look good in my classes.” Staci Groeschell, South Puget Sound Community College, Olympia,

Washington One of the most important chapters in the book, Chapter 13 updates you on the latest trends, technologies, and practices affecting today’s job search, résumés, and cover letters. Thorough revi- sions will prepare you for a labor market that is more competitive, more social, more mobile, and more dependent on technology than ever before. You will learn how to network, employ current technologies, build your own brand, and prepare an effective LinkedIn profile. Many annotated résumé models will guide you in creating and sending customized résumés that appeal to both applicant tracking systems and human readers.

Essentials of Business Communication, 11E helps ensure that you will have the finely honed writing and communication skills and contemporary digital understanding for exceptional job success.

finding a Job in Today’s Challenging Job Market

Mobile technologies are on the rise.

Candidates use apps to apply for jobs, and recruiters use mobile devices to post jobs, contact candidates, and forward résumés to colleagues.

Networking— it’s whom you know.

Recruiters say their best job candidates come from referrals. Now, more than ever, you need to be proactive in making professional connections.

Communication and interpersonal skills are in high demand.

Sales and marketing careers are booming, and these careers demand writing, speaking, and team skills.

Social media presence is a must.

Those who haven’t developed a social media presence may be left in the dust.

It’s all digital.

Today candidates e-mail their résumés, post them to Internet job boards, or publish them on their own Web pages.

Résumés must please scanners and skimmers.

Overwhelmed with candidates, recruiters hurriedly skim résumés preselected by scanning devices.

Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.

Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203

xvAre You Job-Ready?

▪ Use a portfolio or blog template. ▪ Design your own website. ▪ Host at a university or private site. ▪ Publish its URL in your résumé

and elsewhere.

▪ Relevant course work ▪ Updated résumé, cover message ▪ Real work examples ▪ Recommendations ▪ Images, links, or whatever

showcases your skills

▪ Demonstrate your technology skills. ▪ Support and extend your résumé. ▪ Present yourself in a lively format. ▪ Make data instantly accessible. ▪ Target a specific job.

What goes in it?

How to make and publish it?Why create a

career e-portfolio?

Create your own tagline. Briefly describe what distinguishes you, such as Talented at the Internet; Working harder, smarter; Super student, super worker; Love everything digital; Ready for a challenge; Enthusiasm plus fresh skills.

Build a powerful online presence. Prepare a strong LinkedIn profile dictating what comes up when people Google your name. Consider adding Facebook and Twitter profile pages. Be sure all sites promote your brand positively.

M Y

BRAN D

M

Y BR AN

D

Distribute a business card. Include your name, tagline, and an easy-to-remember e-mail address. If you feel comfortable, include a professional headshot photo. Distribute it at all opportunities.

Prepare an elevator speech. In 60 seconds, you need to be able to describe who you are and what problems your skills can solve. Tweak your speech for your audience, and practice until it feels natural.

4 Ways for Grads to Stand Out

Branding You

M

Y BR AN

D

Developing your own Brand using linkedIn to land a Job

Making a Career E-Portfolio

why are Instructors Such Great fans of Essentials of Business Communication?

In Their words. . . “As an experienced instructor teaching business communication for the first time, I want to praise the layout and clear instructions provided for Essentials of Business Communication. Getting to know a textbook usually takes a lot of time, but I read the Instructor’s Manual, and it helped me prepare quickly for my class and get me up to speed—without having to spend valuable time learning how to present the material. The ‘how-to’ instructions for Essentials of Business Communication gave me a comfort level that would otherwise have taken several semesters.” Danielle Shaker, Naugatuck Valley Community College and Post

University, Waterbury, CT

“One year I decided to try a business communication textbook from another publisher, but I immediately returned to the Guffey text this year. The quality of the content and support resources for Essentials of Business Communication just can’t be matched.” Laurie Johnson, Manhattan Area Technical College, Manhattan,

Kansas

“I am astounded at the resources for the instructor. Last quarter, I had to create the examples and documents for revision and business scenarios for document creation. Thanks for allowing me to spend time on planning and instruction rather than on creating quizzes, tests, worksheets, and PowerPoint presentations.” Beverly Miller, Miller-Motte Technical College, Lynchburg, VA

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xvi Appreciation for Support

Penny A. Braboy Thomas More College

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Sincere appreciation to Previous reviewers We continue to celebrate and remember the following reviewers who over the years have contributed their exper- tise in helping create a remarkably successful textbook:

Faridah Awang Eastern Kentucky University

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Patricia Beagle Bryant & Stratton Business Institute

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Appreciation for Support

No successful textbook reaches a No. 1 position without a great deal of help. We are exceedingly grateful to the reviewers and other experts who contributed their pedagogic and academic expertise in shaping the many edi- tions of Essentials of Business Communication.

We extend sincere thanks to outstanding professionals at Cengage Learning, including Erin Joyner, senior vice president, Higher Education; Michael Schenk, vice president, Product Management; Heather Mooney, product manager, Business Communication; John Rich, content development manager; Eric Wagner, marketing manager; Bethany Bourgeois, senior art director; and Kim Kusnerak, senior content project manager. We are also grateful to Crystal Bullen, DPS Associates, who ensured premier quality and excellent accuracy throughout the publishing process. Our very special thanks go to Bethany Sexton, content developer, for her meticulous planning, project management, and always-helpful assistance.

For their expertise in creating superior instructor and student support materials, our thanks go to Jane Flesher, Chippewa Valley Technical College; Carol Hart, Columbus State Community College; Nicole Adams, University of Dayton; Janet Mizrahi, University of California, Santa Barbara; Kathleen Bent, Cape Cod Community College; Susan Schanne, Eastern Michigan University; and Thanakorn Kooptaporn, California State University, Fullerton.

Heartfelt Thanks to recent reviewers We are especially grateful to the following instructors who offered significant relevant suggestions from their hands-on classroom experience in teaching from Essentials of Business Communication:

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xviiAppreciation for Support

Lise H. Diez-Arguelles Florida State University

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xviii Appreciation for Support

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xixAbout the Authors

About the Authors

Dr. Mary Ellen Guffey A dedicated professional, Mary Ellen Guffey has taught business com- munication and busi- ness English topics for over thirty-five years. She received a bachelor’s degree, summa cum laude, from Bowling Green State University; a master’s degree from the University of Illinois, and

a doctorate in business and economic education from the University of California, Los Angeles (UCLA). She has taught at the University of Illinois, Santa Monica College, and Los Angeles Pierce College.

Now recognized as the world’s leading business communication textbook author, Dr. Guffey cor- responds with instructors around the globe who are using her books. She is the founding author of the award-winning Business Communication: Process and Product, the leading business communication text- book in this country. She also wrote Business English, which serves more students than any other book in its field; Essentials of College English; and Essentials of Business Communication, the leading text/workbook in its market. Dr. Guffey is active professionally, serv- ing on the review boards of the Business and Profes- sional Communication Quarterly and the Journal of Business Communication, publications of the Associa- tion for Business Communication. She participates in national meetings, sponsors business communication awards, and is committed to promoting excellence in business communication pedagogy and the develop- ment of student writing skills.

Dr. Dana loewy Dana Loewy taught business communica- tion at California State University, Fullerton for nineteen years. Previ- ously, she also worked as a composition instructor at various Los Angeles area community colleges, thus reaching a solid quarter century of com-

bined experience teaching writing. Dr. Loewy has also lectured abroad, for example, at Fachhochschule Nürtingen, Germany. Having earned a PhD from the University of Southern California in English with a focus on translation, she is a well-published free- lance translator, interpreter, and textbook author. Dr. Loewy has collaborated with Dr. Guffey on recent editions of Business Communication: Pro- cess & Product as well as on Essentials of Business Communication.

Fluent in several languages, among them German and Czech, her two native languages, Dr. Loewy has authored critical articles in many areas of interest— literary criticism, translation, business communica- tion, and business ethics. Active in the Association for Business Communication, Dr. Loewy is now focus- ing on her consulting practice. Most recently she has advised a German bank and a California-based non- profit organization on communication strategy and effective writing techniques. Dana is also a business etiquette consultant certified by The Protocol School of Washington.

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Copyright 2019 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.

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1

Chapter 1 Succeeding in the Social and Mobile Workplace

1Business Communication in the Digital Age

Pla2na/Shutterstock.com kined/Shutterstock.com

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2 Chapter XX: Lorem IpsumChapter 1: Succeeding in the Social and Mobile Workplace

1 C h a p t e r

1-1 Mastering the Tools for Success in the Twenty-First-Century Workplace

What kind of workplace will you enter when you graduate, and which skills will you need to be successful in it? Expect a fast-paced, competitive, and highly connected digital environment. Communication technology provides unmatched mobility and connects individuals anytime and anywhere in the world. Today’s communicators interact using multiple mobile electronic devices and access information stored in remote locations, in the cloud. This mobility and instant access explain why

Learning Outcomes After studying this chapter, you should be able to do the following:

1 Describe how strong communication skills will improve your career out- look, strengthen your credi- bility, and help you succeed in today’s competitive digi- tal age marketplace.

2 Confront barriers to effective listening, and start building your listening skills.

3 Explain the features of nonverbal communication, and recognize the impor- tance of improving your non- verbal communication skills.

4 Name five common dimensions of culture, and understand how culture influ- ences communication and the use of social media and communication technology.

5 Discuss strategies that help communicators over- come negative cultural attitudes and prevent miscommunication in today’s diverse, mobile, social-media-driven workplace.

Succeeding in the Social and Mobile Workplace

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INSTRUCTOR: Visit the Instructor Companion Website for lecture notes, solutions, discussion guides, and other resources.

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Chapter 1: Succeeding in the Social and Mobile Workplace 3

increasing numbers of workers must be available practically around the clock and must respond quickly. Your communication skills will always be on display and will determine your credibility.

This first chapter presents an overview of communication in business today. It addresses the contemporary workplace, listening skills, nonverbal communication, the cultural dimensions of communication, and intercultural job skills. The remain- der of the book is devoted to developing specific writing and speaking skills.

1-1a Strong Communication Skills: Your Key to Success Effective writing skills can be a stepping-stone to great job opportunities; poorly developed writing skills, on the other hand, will derail a career. When competition is fierce, superior communication skills will give you an edge over other job applicants. In survey after survey, recruiters place communication high on their wish lists.1 In one recent study, employers ranked writing and oral communication among the five top attributes in job seekers, after teamwork and problem-solving skills.2 Your ability to communicate is a powerful “career sifter.”3 Strong communication skills will make you marketable even in a challenging economic climate.

Perhaps you are already working or will soon apply for your first job. How do your skills measure up? The good news is that you can learn effective communication. This textbook and this course can immediately improve your communication skills. Because the skills you are learning will make a huge difference in your ability to find a job and to be promoted, this will be one of the most important courses you will ever take.