Business communication

Business communication
with MyLab BusinessCommunication®

Reporting DashboardView, analyze, and report learning outcomes clearly and easily, and get the information you need to keep your students on track throughout the course with the new Reporting Dashboard. Available via the MyLab Gradebook and fully mobile- ready, the Reporting Dashboard presents student performance data at the class, section, and program levels in an accessible, visual manner.

Pearson eTextKeeps students engaged in learning on their own time, while helping them achieve greater conceptual understanding of course material. The worked examples bring learning to life, and algorithmic practice allows students to apply the very concepts they are reading about. Combining resources that illuminate content with accessible self- assessment, MyLab with eText provides students with a complete digital learning experienceall in one place.

Quizzes and TestsPre-built quizzes and tests allow you to quiz students without having to grade the assignments yourself.

Video ExercisesThese engaging videos explore a variety of business topics related to the theory students are learning in class. Quizzes assess students’ comprehension of the concepts covered in each video.

Learning CatalyticsIs an interactive, student response tool that uses students’ smartphones, tablets, or laptops to engage them in more sophisticated tasks and thinking. Now included with MyLab with eText, Learning Catalytics enables you to generate classroom discussion, guide your lecture, and promote peer-to-peer learning with real-time analytics. Instructors, you can:

? ?? Pose a variety of open-ended questions that help your students develop critical thinking skills

? ?? Monitor responses to find out where students are struggling ? ?? Use real-time data to adjust your instructional strategy and

try other ways of engaging your students during class ? ?? Manage student interactions by automatically grouping

students for discussion, teamwork, and peer-to-peer learning

A L W A Y S L E A R N I N G

Giving Students the Skills and Insights They Need to Thrive in Todays Digital Business Environment The essential skills of writing, listening, collaborating, and public speaking are as important as ever, but theyre not enough to succeed in todays business world. As business communication continues to get rocked by waves of innovationfirst digital media, then social media, now mobile communication, and watch out for the upcoming invasion of chatbotsthe nature of communication is changing. And the changes go far deeper than the tools themselves.

In this exciting but complex new world, no other textbook can match the depth and range of coverage offered by Business Communication Today.

Figure 1.7 The Social Communication Model

The social communication model differs from conventional communication strategies and practices in a

number of significant ways. Youre probably already an accomplished user of many new-media tools, and this

experience will help you on the job.

Tendencies Publication, broadcast

Lecture

Intrusion

Unidirectinal

One to many; mass audience

Control

Low message frequency

Few channels

Information hoarding

Static

Hierarchical

Structured

Isolated

Planned

Resistive

Conventional Promotion: We Talk, You Listen

The Social Model: Lets Have a Conversation

Tendencies Converstion

Discussion

Permission

Bidirectional, multidirectional

One to one; many to many

Influence

High message frequency

Many channels

Information sharing

Dynamic

Egalitarian

Amorphous

Collaborative

Reactive

Responsive

Tools, Techniques, and Insights for Communicating Successfully in a Mobile, Digital, Social World?

COMPOSITIONAL MODES FOR DIGITAL AND SOCIAL MEDIA

As you practice using various media and channels in this course, its best to focus on the fundamentals of planning, writing, and completing messages, rather than on the specific details of any one medium or system.2 Fortunately, the basic communication skills required usually transfer from one system to another. You can succeed with written communication in virtually all digital media by using one of nine compositional modes:

?? Conversations. Messaging is a great example of a written medium that mimics spoken conversation. And just as you wouldnt read a report to someone sitting in your office, you wouldnt use conversational modes to exchange large volumes of information or to communicate with more than a few people at once.

?? Comments and critiques. One of the most powerful aspects of social media is the opportunity for interested parties to express opinions and provide feedback, whether by leaving comments on a blog post or reviewing products on an e-commerce site.

EMBRACING THE BACKCHANNEL

Many business presentations these days involve more than just the spoken conversation between the speaker and his or her audience. Using Twitter and other digital media, audi- ence members often carry on their own parallel communication during a presentation via the backchannel, which the presentation expert Cliff Atkinson defines as a line of com- munication created by people in an audience to connect with others inside or outside the room, with or without the knowledge of the speaker.29 Chances are youve participated in an informal backchannel already, such as when texting with your classmates or live-

Producing Business Videos No matter what career path you pursue, chances are youll have the need or opportunity to produce (or star in) a business video. For videos that require the highest production quality, companies usually hire specialists with the necessary skills and equipment. For most routine needs, however, any business communicator with modest equipment and a few basic skills can create effective videos.

The three-step process adapts easily to video; professionals refer to the three steps as preproduction, production, and postproduction (see Figure 9.15). You can refer to one of the many books available on basic video production techniques for more detail, but here are the key points to consider in all three steps. (A note on terminology: digital video- graphy has inherited a number of terms from film that dont make strict technical sense but are in common use anyway, including footage to indicate any amount of recorded video and filming to indicate video recording.)

6 LEARNING OBJECTIVE

Identify the most important

considerations in the preproduction,

production, and postproduction

stages of producing basic business

videos.

The process of creating videos is

divided into preproduction, pro-

duction, and postproduction.

Figure 8.2 Business Applications of Blogging

This Xerox blog illustrates the content, writing style, and features that make an effective, reader-friendly company blog. Source: Courtesy of Xerox Corporation.

Like many large corporations, Xerox has a variety

of blogs. This menu give quick access to all of

them.

The search box lets visitors quickly find posts on

topics of interest.

A large photo helps draw readers in.

Readers can subscribe to future posts via email

or RSS newsfeed.

The post title is brief and clear, and it incorporates

key terms likely to trigger hits in search engines

(Internet of Everything and energy).

These links provide access to other posts by this

author and other posts tagged with innovation.

Social media share buttons make it easy for

readers to share this post with their followers.

The sidebar lists recent posts and recent com-

ments left by readers.

The post positions the company as an expert in

an important technology field, without overtly

selling Xerox products and services.

H e ro

I m

a g e s /G

e tt

Im a g e s

Figure 2.3 Collaboration on Mobile Devices

Mobile connectivity is transforming collaboration activities, helping teams and work groups stay connected

no matter where their work takes them. For example, this team was able to discuss and edit a press release

using their tablets in different locations.

C o u rt e s y o f C a fe R ia

The Unique Demands of Mobile Business

Communication

Intriguing Glimpses into the Future of Business Communication?

The Mobile Revolution

As much of a game changer as social media have been, some experts predict that mobile communication will change the nature of business and business communication even more. The venture capitalist Joe Schoendorf says that mobile is the most disruptive technology that I have seen in 48 years in Silicon Valley.21 The researcher Maribel Lopez calls mobile the biggest technology shift since the Internet.22

Companies recognize the value of integrating mobile technology, from communica-

THE RISE OF MOBILE AS A COMMUNICATION PLATFORM

Whether its emailing, social networking, watching videos, or doing research, the percent- age of communication and media consumption performed on mobile devices continues to grow. For millions of people around the world, a mobile device is their primary way, if not their only way, to access the Internet. Globally, more than 80 percent of Internet users access the web with a mobile device at least some of the time.24

Mobile has become the primary communication tool for many business professionals,

HOW MOBILE TECHNOLOGIES ARE CHANGING BUSINESS

COMMUNICATION

The rise of mobile communication has some obvious implications, such as the need for websites to be mobile friendly. If youve ever tried to browse a conventional website on a tiny screen or fill in complicated online forms using the keypad on your phone, you know how frustrating the experience can be. Users increasingly expect websites to be mobile friendly, and theyre likely to avoid sites that arent optimized for mobile.30

Writing Messages for Mobile Devices One obvious adaptation to make for audiences using mobile devices is to modify the design and layout of your messages to fit smaller screen sizes and different user interface features(see Chapter 6). However, modifying your approach to writing is also an important step. Reading is more difficult on small screens, and consequently users ability to compre- hend what they read on mobile devices is lower than it is on larger screens.18 In fact, research

DESIGNING MESSAGES FOR MOBILE DEVICES

In addition to making your content mobile-friendly using the writing tips in Chapter 4 (see page 108), you can follow these steps in formatting that content for mobile devices:

?? Think in small chunks. Remember that mobile users consume information one screen at a time, so try to divide your message into independent, easy-to-consume bites. If readers have to scroll through a dozen screens to piece together your message, they might miss your point or just give up entirely.

?? Make generous use of white space. White space is always helpful, but its critical

Figure 17.6 Using Mobile Devices in Presentations

A variety of mobile apps and cloud-based systems can free presenters and audiences from the constraints of

a conventional conference room.

DIGITAL + SOCIAL + MOBILE: TODAYS COMMUNICATION ENVIRONMENT

The mobile business communication revolution is changing the way employers recruit new talent and the way job candi- dates look for opportunities. Many companies have optimized their careers websites for mobile access, and some have even developed mobile apps that offer everything from background information on what its like to work there to application

her career and the industry as a whole. Many of the tools you can use to build your personal brand are available as mobile apps, including blogging platforms, Twitter, Facebook, and LinkedIn.

Dozens of apps are available to help with various aspects of your job search. Résumé creation apps let you quickly

job-search strategies: Maximize Your Mobile

THE FUTURE OF COMMUNICATION

The bots are back. Automated bots (short for robots) made a small wave a decade or so ago when chatbots began appear- ing on websites to help companies handle online conversations with customers. Ikeas Anna, perhaps the first chatbot to get widespread attention, was built to answer routine questions from customers looking for advice regarding the chains fur- niture products. Other chatbots followed, smartphones gained virtual voicebot assistants, and non-chatty bots continued

Communication Bots

THE FUTURE OF COMMUNICATION

The Internet of Things (IoT) refers to the billions of devices now connected to the Internet and the networking potential of having all these gadgets communicate with each other, feed data into vast information warehouses, and interact with peo- ple and the physical environment. These things range from simple sensors that measure temperature, location, and other parameters all the way up to robots and other complex systems. People and animals with Internet-capable sensors (such as

the internet of things

S o ft w

a re

G a rd

e n

the future Of cOMMuNIcatION

If youve ever tried to converse in a language other than you native tongue, you know what a challenge this can be. As a listener, you have to convert the incoming sounds to discrete words and assemble these words into coherent phrases and sentences in order to extract the meaning. And unlike reading a written document, you have to do all this processing almost instantaneously, without the luxury of going back over some- thing you didnt get. As a speaker, you have to find the right

Real-Time Translation

Assessing an audiences emotional response is an important step in judging the success of many communication efforts. If youre presenting a new idea to upper management, for exam- ple, you can try to read facial clues and other nonverbal signals to determine whether the executives seem excited, annoyed, bored, or anywhere in between.

But what if youre not there in person and your message has to stand on its own? How can you judge the audiences reaction? This challenge has been taken up by a range of artificial intelli-

Emotion Recognition Software

THE FUTURE OF COMMUNICATION

Figure 5.6a

Optimizing for mobile includes

writing short headlines that get

right to the point.

This introduction conveys only the

information readers need in order

to grasp the scope of the article.

All the key points of the documents

appear here on the first screen.

Readers who want more detail can

swipe down for background infor-

mation on the five points.

M S

O ff ic

e 3

6 5 ,

ic ro

s o ft

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Business Communication Today

Courtland L. Bovée Professor of Business CommuniCaTion

C. allen Paul DisTinguisheD Chair

grossmonT College

John V. Thill Chairman anD Chief exeCuTive offiCer

gloBal CommuniCaTion sTraTegies

Harlow, England London New York Boston San Francisco Toronto Sydney Dubai Singapore Hong Kong Tokyo Seoul Taipei New Delhi Cape Town São Paulo Mexico City Madrid Amsterdam Munich Paris Milan

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T his book is dedicated to the many thousands of instructors and students

who use Bovée and Thill texts to develop career-enhancing skills in busi-

ness communication. We appreciate the opportunity to play a role in

your education, and we wish you the very best with your careers.

Courtland L. Bovée

John V. Thill

Dedication

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Brief Contents

Preface 21

Prologue 41

PART 1 understanding the foundations of Business Communication 49

1 Professional Communication in a Digital, Social, Mobile World 51

2 Collaboration, Interpersonal Communication, and Business Etiquette 85

3 Communication Challenges in a Diverse, Global Marketplace 117

PART 2 applying the Three-step Writing Process 143

4 Planning Business Messages 145

5 Writing Business Messages 173

6 Completing Business Messages 201

PART 3 Digital, social, and visual media 227

7 Digital Media 229

8 Social Media 253

9 Visual Media 277

PART 4 Brief messages 311

10 Writing Routine and Positive Messages 313

11 Writing Negative Messages 341

12 Writing Persuasive Messages 377

PART 5 reports and Proposals 409

13 Finding, Evaluating, and Processing Information 411

14 Planning Reports and Proposals 435

15 Writing and Completing Reports and Proposals 463

PART 6 Developing and Delivering Business Presentations 505

16 Developing Presentations in a Social Media Environment 507

17 Enhancing Presentations with Slides and Other Visuals 533

PART 7 Writing employment messages and interviewing for Jobs 559

18 Building Careers and Writing Résumés 561

19 Applying and Interviewing for Employment 593

APPENDIX A Format and Layout of Business Documents 626

APPENDIX B Documentation of Report Sources 640

APPENDIX C Correction Symbols 646

handbook of grammar, mechanics, and usage 649

Brand, organization, name, and Website index 678

subject index 681

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Preface 21 Prologue 41

PART 1 understanding the foundations of Business Communication 49

1 Professional Communication in a Digital, Social, Mobile World 51

CommuniCaTion Close-uP aT KLM 51

understanding Why Communication matters 52

Communication Is Important to Your Career 52

Communication Is Important to Your Company 53

What Makes Business Communication Effective? 54

Communicating as a Professional 54

Understanding What Employers Expect from You 56

Communicating in an Organizational Context 57

Adopting an Audience-Centered Approach 57

exploring the Communication Process 58

The Basic Communication Model 58

The Social Communication Model 63

The mobile revolution 64

The Rise of Mobile as a Communication Platform 65

How Mobile Technologies Are Changing Business

Communication 65

using Technology to improve Business

Communication 67

Keeping Technology in Perspective 68

Guarding Against Information Overload 68

Using Technological Tools Productively 68

Reconnecting with People 69

Committing to ethical and legal Communication 74

Distinguishing Ethical Dilemmas from Ethical Lapses 74

Ensuring Ethical Communication 75

Ensuring Legal Communication 77

CommuniCaTion Challenges aT KLM 78

Quick learning guide 79

Test Your Knowledge 81

apply Your Knowledge 81

Practice Your skills 81

expand Your skills 82

ThE FuTurE OF COMMuniCaTiOn The internet of

Things 62

DiGiTaL + SOCiaL + MOBiLE: TODaYS COMMuniCaTiOn

EnVirOnMEnT its all fun and gamesand effective

Business Communication 69

2 Collaboration, Interpersonal Communication, and Business Etiquette 85

CommuniCaTion Close-uP aT Cemex 85

Communicating effectively in Teams 86

Advantages and Disadvantages of Teams 86

Characteristics of Effective Teams 87

Group Dynamics 88

Collaborating on Communication efforts 91

Guidelines for Collaborative Writing 91

Technologies for Collaborative Writing 91

Givingand Responding toConstructive Feedback 94

making Your meetings more Productive 94

Preparing for Meetings 95

Conducting and Contributing to Efficient Meetings 95

Putting Meeting Results to Productive Use 96

using meeting Technologies 98

improving Your listening skills 99

Recognizing Various Types of Listening 99

Understanding the Listening Process 100

Overcoming Barriers to Effective Listening 100

improving Your nonverbal Communication

skills 102

Recognizing Nonverbal Communication 102

Using Nonverbal Communication Effectively 103

Developing Your Business etiquette 104

Business Etiquette in the Workplace 104

Business Etiquette in Social Settings 107

Business Etiquette Online 107

Business Etiquette Using Mobile Devices 108

CommuniCaTion Challenges aT Cemex 109

Quick learning guide 110

Test Your Knowledge 112

apply Your Knowledge 112

Practice Your skills 112

expand Your skills 114

EThiCS DETECTiVE how Did We Turn into i? 87

ThE arT OF PrOFESSiOnaLiSM Being a Team

Player 90

COMMuniCaTinG aCrOSS CuLTurES Kiasu 106

Contents

12 Contents

3 Communication Challenges in a Diverse, Global Marketplace 117

CommuniCaTion Close-uP aT Siemens aG 117

understanding the opportunities and Challenges

of Communication in a Diverse World 118

Opportunities in a Global Marketplace 118

Advantages of a Diverse Workforce 119

The Challenges of Intercultural Communication 119

Developing Cultural Competency 120

Understanding the Concept of Culture 120

Overcoming Ethnocentrism and Stereotyping 121

recognizing variations in a Diverse World 122

Contextual Differences 122

Legal and Ethical Differences 122

Social Differences 123

Nonverbal Differences 124

Age Differences 124

Gender Differences 125

Religious Differences 126

Ability Differences 126

adapting to other Business Cultures 127

Guidelines for Adapting to Any Business Culture 127

Guidelines for Adapting to U.S. Business Culture 127

improving intercultural Communication

skills 128

Studying Other Cultures 129

Studying Other Languages 129

Respecting Preferences for Communication Style 129

Writing Clearly 131

Speaking and Listening Carefully 132

Using Interpreters, Translators, and Translation Software 135

Helping Others Adapt to Your Culture 137

CommuniCaTion Challenges aT Siemens aG 137

Quick learning guide 138

Test Your Knowledge 139

apply Your Knowledge 139

Practice Your skills 139

expand Your skills 140

COMMuniCaTinG aCrOSS CuLTurES us versus Them:

generational Conflict in the Workplace 125

ThE FuTurE OF COMMuniCaTiOn real-Time

Translation 130

PART 2 applying the Three-step Writing Process 143

4 Planning Business Messages 145 CommuniCaTion Close-uP aT Wolff Olins 145

understanding the Three-step Writing

Process 146

Optimizing Your Writing Time 147

Planning Effectively 147

analyzing the situation 147

Defining Your Purpose 148

Developing an Audience Profile 148

gathering information 150

Uncovering Audience Needs 151

Finding Your Focus 151

Providing Required Information 151

selecting the Best Combination of media and

Channels 153

The Most Common Media and Channel Options 153

Factors to Consider When Choosing Media and

Channels 157

organizing Your information 160

Defining Your Main Idea 161

Limiting Your Scope 161

Choosing Between Direct and Indirect Approaches 162

Outlining Your Content 163

Building Reader Interest with Storytelling Techniques 165

CommuniCaTion Challenges aT Wolff Olins 168

Quick learning guide 169

Test Your Knowledge 170

apply Your Knowledge 170

Practice Your skills 170

expand Your

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