PART 1 FOUNDATIONS OF BUSINESS COMMUNICATION 1
PART 1 FOUNDATIONS OF BUSINESS COMMUNICATION 1
Chapter 1: Communicating Successfully in an Organization 2
COMMUNICATION CLOSE-UP AT DISNEY 2
CHAPTER 1: Communicating Successfully in an Organization 2
Communication, Business and You 4
Communication Skills——Eight Great Ways They Help Advance Your Career 4
Sharpening Your Skills 4
The Internal Communication Network 6
Formal Communication Channels 8
Informal Communication Channels 11
The External Communication Network 12
Formal Contacts with Outsiders 12
An Open Communication Climate 17
Characteristics of Effective Organizational Communication 17
Informal Contacts with Outsider 17
A Commitment to Ethical Communication 18
Focusing on Ethics Ethical Boundaries:Where Would You Draw the Line? 19
An Understanding of Intercultural Communication 21
A Proficiency in Communication Technology 22
An Audience- Centered Approach to Communication 22
An Efficient flow of Communication Messages 23
Summary 24
COMMUNICATION cHALLENGES AT DISNEY 25
Critical Thinking Questions 25
Exercises 26
CHAPTER 2: Understanding Business Communication 28
COMMUNICTATION CLOSE-UP AT METAMORPHOSIS STUDIOS 28
Chapter 2: Understanding Business Communication 28
The Basic Forms of Communication 30
Nonverbal Communication 30
Verbal Communication 33
Communicating Across Cultures Actions Speak Louder Than Words All Around the World 34
The Process of Communication 36
Formulating a Message 37
Overcoming Communication Barriers 38
Sharpening Your Skills Eight Keys to Achieving Total Quality and Customer Satisfaction 46
How to Improve Communication 46
Create the Message Carefully 47
Facilitate Feedback 48
Minimize Noise 48
Summary 49
COMMUNICATION CHALLENGES AT METAMORPHOSIS STUDIOS 50
Critical Thinking Questions 50
Documents for Analysis 50
Exercises 51
Chapter 3: Communicating Interculturally 54
CHAPTER 3: Communicating Interculturally 54
COMMUNICATION CLOSE-UP AT PROCTER GAMBLE 54
The Importance of Intercultural Business Communication 56
Communicating with Cultures Abroad 56
Communicating with a Cultarally Diverse Work Force 58
The Basics of Intercultural Business Communication 59
Understanding Culture 59
Recognizing Cultural Differences 60
Communicating Across Cultures Test Your Intercultural Knowledge 61
Dealing with Language Barriers 65
Communicating Across Cultures Does an “English-Only”Policy Violate Employees’Rights? 68
Dealing with Ethnocentric Reactions 69
Tips for Communicating with People from Other Cultures 70
Learning About a Culture 70
Developing Intercultural Communication Skills 71
Negotiating Across Cultures 72
Handling Written Communication 74
Handling Oral Communication 79
Summary 80
COMMUNICATION CHALLENGES AT PROCTER GAMBLE 80
Critical Thinking Questions 81
Exercises 81
COMMUNICATION CLOSE-UP AT HEWLETT-PACKARD 84
Chapter 4: Communicating Through Technology 84
Chapter 4: Communicating Through Technology 84
Technology in Contemporary Business Communication 86
Technology in Written Communication 87
Creating Printed Documents 87
Keeping Pace with Technology Techniques for finding Articles Online 92
Creating Electronic Documents 97
Sharpening Your Skills Five Powerful Tools to Help You Creat Quality Documents Quickly and Easily 98
Technology in Oral Communication 106
Individual Communication 106
Group Communication 106
How Technology Is Changing Communication 107
COMMUNICATION CHALLENGES AT HEWLETT-PACKARD 108
Summary 108
Critical Thinking Questions 109
Exercises 109
PART 2 THE WRITING PROCESS 111
PART 2 THE WRITNG PROCESS 111
CHAPTER 5: Planning Business Messages 112
COMMUNICATION CLOSE-UP AT GENERAL MILLS 112
Chapter 5: Planning Business Messages 112
Understanding the Composition Process 113
Sharpening Your Skills Overcoming Your Fear of the Blank Page 114
A Ten-Stage Process 114
Collaboration 116
Examining the Composition Process 117
Stage 1: Defining Your Purpose 117
Why You Need a Clear Purpose 117
Schedules 117
How to Test Your Purpose 118
Common Purposes of Business Messages 118
Stage 2:Analyzing Your Audience 119
Develop Your Audience's Profile 120
Satisfy Your Audience's Informational Needs 121
Communicating Across Cultures Understand Intercultural Audiences, and You'll Be Understood 122
Satisfy Your Audience's Motivational Needs 124
Satisfy Your Audience's Practical Needs 125
Stage 3: Establishing the Main Idea 126
Use Prewriting Techniques 127
Stage 4: Selecting the Appropriate Channel and Medium 128
Limit the Scope 128
Oral Communication 129
Written Communication 130
Electronic Communication 133
Summary 134
COMMUNICATION CHALLENGES AT GENERAL MILLS 135
Exercises 136
Critical Thinking Questions 136
COMMUNICATION CLOSE-UP AT COMMUNITY HEALTH GROUP 138
Chapter 6: Composing Business Messages 138
CHAPTER 6: Composing Business Messages 138
What Good Organization Means 140
Stage 5: Organizing Your Message 140
Why Good Organization Is Important 141
How Good Organization Is Achieved 145
Focusing on Ethics The Tangled Web of Internet Copyrights 148
Stage 6:Formulating Your Message 155
Controlling Your style and Tone 156
Composing Your First Draft 156
Shaping Your E-mail Message 164
Keeping Pace with Technology E-mail Etiquette：Minding Your Manners Online 168
Summary 169
Documents for Analysis 170
COMMUNICATION CHALLENGES AT COMMUNITY HEALTH GROUP 170
Exercises 171
Critical Thinking Questions 171
COMMUNICATION CLOSE-UP AT TURNER BROADCASTING SYSTEM 174
CHAPTER 7: Revising Business Messages 174
Chapter 7: Revising Business Messages 174
Stage 7:Editing Your Message 176
Evaluating Your Content and Organization 176
Reviewing Your Style and Readability 178
Assessing Your Word Choice 179
Communicating Across Cultures More than Word for Word-The Importance of Accurate Translation 184
Critiquing Another's Writing 188
Stage 8: Rewriting Your Message 189
Create Effective Sentences 189
Develop Coherent Paragraphs 197
Stage 9:Producing Your Message 200
Design Elements 200
Design Decisions 203
Use Grammar and Spell Checkers Wisely 204
Stage 10:Proofing Your Message 204
Proof Your Mechanics and Format 204
Sharpening Your Skills How to Proofread Like A Pro:Tips for Creating the Perfect Document 205
Summary 207
COMMUNICATION CHALLENGES AT TURNER BROADCASTING SYSTEM 208
Critical Thinking Questions 208
Documents for Analysis 208
Exercises 209
PART 3 LETTERS, MEMOS, AND OTHER BRIEF MESSAGES 213
PART 3 LETTERS, MEMOS, AND OTHER BRIEF MESSAGES 213
COMMUNICATION CLOSE-UP AT THE NATURE COMPANY 214
Chapter 8: Writhe Direct Requests 214
CGAOTER 8: Writing Direct Requests 214
Organizing Direct Requests 216
Intercultural Requests 216
Communicating Across Cultures How Direct Is Too Direct? 217
Justification,Explanation,and Details 218
Direct Statement of the Request or Main Idea 218
Courteous Close with request for Specific Action 219
Placing Orders 219
Requesting Routine Information and Action 221
Requests to Other Businesses 221
Requests to Company Insiders 221
Requests to Customers and Other Outsiders 223
Writing direct Requests for Claims and Adjustments 225
Making Routine Credit Requests 228
Inquiring About Reople 230
Letters Requesting a Recommendation 232
Letter Checking on a Reference 234
Summary 234
Sharpening Your Skills How to Check References-and Avoid Legal traps 236
COMMUNICATION CHALLENGES AT THE NATURE COMPANY 237
Critical Thinking Questions 237
Documents for Analysis 237
Cases 238
CHAPTER 9: Writing Routine, Good-News, and Goodwill Messages 248
COMMUNICTAION CLOSE-UP AT STEINWAY SONS 248
Chapter 9: Writing Routine, Good-News, and Goodwill Messages 248
Keeping Pace with Technology The Possibilities and Perils of E-mail 250
Organizing Positive Messages 250
Clear Statement of the Main Idea 251
Necessary Details 252
Courteous Close 252
Replying to Requests for Information and Action 253
When a Potential Sale Is Involved 253
When No Potential Sale Is Involved 254
Responding Favorably to Claims and Adjustment Requests 254
When the Company Is at Fault 255
When the Buyer Is at Fault 257
When a Third party Is at Fault 259
Approving Routine Credit Request 261
Conveying Positive Infomation About People 263
Recommendation Letters 263
Good News About Employment 264
Focusing on Ethics recommendation Letters:What's Right to Write? 266
Writing Directives and Instructions 266
Writing Business Summaries 268
Conveying Good News About Products and Operations 269
Writing Goodwill Messages 270
Congratulation 272
Messages of Appreciation 272
Condolences 274
Summary 276
COMMUNICATION CHALLENGES AT STEINWAY SONS 276
Critical Thinking Questions 276
Documents for Analysis 277
Cases 278
CHAPTER l0: Writing Bad-News Messages 288
COMMUNICATION CLOSE-UP AT OLMEC TOYS 288
Chapter 10: Writing Bad-News Messages 288
Organizing Bad-News Message 290
Indirect Plan 290
Direct Plan 295
Communicating Across Cultures Good Ways to Send Bad News Around The World 296
Conveying Bad News About Orders 297
Communicating Negative Answers and Information 298
Providing bad News About Products 299
Routine Requests 300
Declining Invitations and Requests for Favors 300
Refusing Adjustment of Claims and Complaints 303
Refusing to Extend Credit 306
Conveying Unfavorable News About People 306
Refusing to Write Recommendation Letter 307
Rejecting Job Applications 309
Giving Negative Performance Reviews 309
Terminating Employment 311
Handling Bad News About Company Operations or Performance 312
Sharpening Your Skills How to Take the Sting Out of Criticism and Foster Goodwill 312
Summary 314
COMMUNICATION CHALLENGES AT OLMEC TOYS 314
Critical Thinking Questions 314
Documents for Analysis 315
Cases 316
COMMUNICATION CLOSE-UP AT AT T LANGUAGE LINE SERVICES 328
CHAPTER 1l: Writing Persuasive Messages 328
Chapter 1l: Writing Persuasive Messages 328
Audience Needs 330
Ethical Persuasion 330
Planning Persuasive Messages 330
Writer Credibility 331
Semantics and Other Persuasive Tools 332
Emotion and Logic 333
Organizing Persuasive Messages 335
The Direct Approach 337
Preparing Persuasive Messages on the Job 337
The Indirect Approach 337
Writing Persuasive Claims and Requests for Adjustment 340
Writing Persuasive Requests for Action 340
Sales Letters 343
Writing Sales and Fund-raising Messages 343
Focusing on Ethics Does Some Direct Mail Contain Deliberately Deceptive Copy? 350
Fund-raising Letters 353
Keeping Pace with Technology Writing for the Wed:Sales Messages in Cyberspace 354
Writing Collection Messages 357
Notification 359
Reminder 360
Inquiry 360
Urgent Notice 360
Ultimatum 361
Summary 361
Critical Thinking Questions 362
COMMUNICATION CHALLENGES AT AT T LANGUAGE LINE SERVICES 362
Documents for Analysis 363
Cases 363
PART 4 EMPLOYMENT MESSAGES 377
PART 4 EMPLOYMENT MESSAGES 377
Chapter 12: Writing Résumés and Application Letters 378
CHAPTER 12: Writing Résumés and Application Letters 378
CONNUNICATION CLOSE-UP AT MOBIL 378
Thinking About Your Gareer 380
Analyzing What You Have to Offer 380
Determining What You Want 380
Seeking Employment Opportunities 382
Keeping Pace with Technology High-Tech Job Hunting:The Secrets of finding Employment on the World Wide Web 384
Building Toward a Career 385
Contol the Format and Style 387
Writing Your Your Résumé 387
Tailor the Contents 389
Focusing on Ethics Warning:deceptive Résumés Can Backfire 392
Choosing the Best Organizational Plan 393
Adapting Your Résumé to an Electronic Format 394
Writing the Perfect Résumé 400
Writing the Opening Paragraph 401
Writing Application Messages 401
Summarizing Your Key Selling Points 404
Writing the closing paragraph 405
Writing Other Types of Employment Message 406
Writing Job -Inquiry Letter 406
Filling Out Application Forms 406
Writing the Perfect Application Letter 406
Writing Application Follow-Ups 407
Summary 410
COMMUNICATION CHALLENGES AT MOBLE 410
Critical Thinking Questions 411
Documents for Analysis 411
Cases 412
COMMUNICATION CLOSE-UP AT MICROSOFT 414
CHAPTER 13: Interviewing for Employment and Following Up 414
Chapter 13: Interviewing for Employment and Following UP 414
The Interview Process 416
Focusing on Ethics Handwriting Analysis:Should It Be Used to Determine Your Employment Potential? 421
What Employers Look For 422
Interviewing with Potential Employers 422
How to Prepare for a Job Interview 423
What Applicants Need to Find Out 423
Sharpening Your Skills Sixteen Tough Interview Questions:What to Say When You're Stopped in Your Tracks 426
How to be Interviewed 431
Following Up After the Interview 435
Letter of Inquiry 436
Thank-You Letter 436
Request for a Time Extension 438
Letter of Acceptance 438
Letter Declining a Job Offer 439
Letter of Resignation 439
Summary 440
COMMUNICATION CHALLENGES AT MICROSOFT 441
Critical Thinking Question 441
Documents for Analysis 442
Cases 442
PART 5 REPORTS AND PROPOSALS 445
PART 5 REPORTS AND PROPOSALS 445
Chapter 14: Using reports and Proposals as Business Tools 446
CHAPTER 14: Using Reports and Proposals as Business Tools 446
COMMUNICATION CLOSE-UP AT NARADA PRODUCTIONS 446
Asking the Right Question 447
What Makes a Good Business Report 448
How Companies Use Reports and Proposals 449
Reports for Monitoring and Controlling Operations 450
Focusing on Ethics Do You Make These Costly Mistakes When Writing Business Reports? 450
Reports for Implementing Policies and Procedures 454
Reports for Complying with Government Regulation 456
Proposals for Obtaining New Business or Funding 458
Reports for Documenting Client Work 461
Reports for Guiding Decisions 464
How Electronic Technology Affects Business Reports 467
Summary 471
Keeping Pace with Technology Gain the Competitive Edge with Online Reporting 471
COMMUNICATION CHALLENGES AT NARADA PRODUCTIONS 472
Critical Thinking Questions 472
Exercises 472
COMMUNICATION CLOSE-UP AT GOSH ENTERPRISES 474
CHAPTER 15: Planning and Researching Reports and Proposals 474
Chapter 15: Planning and Researching Reports and Proposals 474
Step 1: Defining the Problem and the Purpose 476
Five Steps in Planning Reports 476
Developing the Statement of Purpose 477
Developing a Logical Structure 478
Step 2: Outlining Issues for Investigation 478
Sharpening Your Skills Seven Errors in Logic That Can Undermine Your Reports 481
Preparing a Preliminary Outline 482
Following the Rules of Division 482
Step 3: Preparing the Work Plan 484
Step 4: Conducting the research 485
Reviewing Secondary Sources 486
Collecting Primary Data 491
Focusing on Ethics How to Avoid Plagiarism 492
Step 5:Analyzing and Interpreting Data 497
Calculating Statistics 497
Drawing Conclusions 499
Developing Recommendations 500
Summary 500
COMMUNICATION CHALLENGES AT GOSH ENTERPRISES 501
Critical Thinking Questions 501
Exercises 501
COMMUNICATION CLOSE-UP AT EASTMAN KODAK COMPANY 504
CHAPTER 16: Developing Visual Aids 504
Chapter 16: Developing Visual Aids 504
The Process of "Visualizing" Your Text 506
Why Business Professionals Use -Visual Aids 506
Planning Visual Aids 506
Understanding the Art of Graphic Design 509
Designing Visual Aids 509
Selecting the Right Visual for the Job 510
Producing Visual Aids 519
Creating Graphics with Computers 520
Fitting Visual Aids into the Text 521
Keeping Pace with Technology Creating colorful Visual Aids Computers for Maximum Clarity and Impact 522
Checking Over the Visual Aids 524
Summary 526
Focusing on Ethics Visual Aids That Lie:The Use and Abuse of Charts and Graphs 527
COMMUNICATION CHALLENGES AT EASTMAN KODAK COMPANY 528
Critical Thinking Questions 528
Documents for Analysis 529
Exercises 530
Chapter l7: Writing Reports and Proposals 532
CHAPTER 17: Writing Reports and Proposals 532
COMMUNICATION CLOSE-UP AT THE SAN DIEGO WILD ANIMAL PARK 532
Organizing Reports and Proposals 534
Deciding on Format and Length 534
Selecting the Information to Include 535
Sharpening Your Skills Be Careful—Your Computer Can Create Work! 536
Choosing Direct or Indirect Order 538
Structuring Ideas 538
Formulating Reports and Proposals 556
Choosing the Proper Degree of Formality 557
Establishing a Time Perspective 557
Helping Readers Find Their Way 558
Sharpening Your Skills Writing Headings that Spark Reader Interest 560
Summary 564
COMMUNICATION CHALLENGES AT TEH SAN DIEGO WILD ANIMAL PARK 564
Critical Thinking Questions 565
Exercises 565
Cases 567
Chapter 18: Completing Formal Reports and Proposals 574
CHAPTER 18: Completing Formal Reports and Proposals 574
COMMUNICATION CLOSE-UP AT THE ROCKY MOUNTAIN INSTITUTE 574
Report Production 576
Components of a Formal Report 577
Prefatory Parts 578
Text of the Report 581
Supplementary Parts 585
Components of a Formal Proposal 585
Sharpening Your Skills In-Depth Critique:Analyzing a Formal Report 586
Prefatory Parts 605
Text of the Proposal 605
Summary 607
COMMUNICATION CHALLENGES AT TEH ROCKY MOUNTAIN INSTITUTE 607
Critical Thinking Questions 610
Cases 610
PART 6 ORAL COMMUNICATION 625
PART 6 ORAL COMMUNICATION 625
Chapter l9: Listening, Interviewing, and Conducting Meetings 626
COMMUNICATION CLOSE-UP AT 3M 626
CHAPTER l9: Listening, Interviewing, and Conducting Meetings 626
Communicating Orally 628
Speaking 629
Listening 630
Communicating Across Cultures Crossing Cultures Without Crossing Signals:Your Listening Skills Can Bridge the Gap 631
Resolving Conflict 634
Handling Difficult Interpersonal Situation 634
Overcoming Resistance 635
Handling Negotiations 635
Conducting Interviews on Job 636
Categorizing Interviews 637
Planning Interviews 638
Understanding Group Dynamics 642
Participating in Small Groups and Meetings 642
Arranging the Meeting 644
Keeping Pace with Technology Electronic Meetings:Work Together—Wherever You Are—to Get the Results You Want 646
Contributing to a Productive Meeting 647
Summary 649
COMMUNICATION CHALLENGES AT 3M 649
Critical Thinking Questions 650
Exercises 650
Chapter 20: Giving Speeches and Oral Presentations 652
CONNUNICATION CLOSE-UP AT PHOENIX MANAGEMENT 652
CHAPTER 20: Giving Speeches and Oral Presentations 652
Speaking and Presenting in a Business Environment 654
Preparing to Speak 654
Define Your Purpose 655
Analyze Your Audience 655
Plan Your Speech or Presentation 655
Developing Your Speech or Presentation 663
The Introduction 663
The Body 665
Sharpening Your Skills Tired of Being Ignored? Five Ways Guaranteed to Get Attention and Keep It 665
The Close 666
The Question-and Answer Period 668
The Visual Aids 668
Keeping Pace with Technology Your Audience Will Get the Picture:Presentation Software Can Create Lively Business Speeches 669
Mastering the Art of Delivery 671
Getting Ready to Give Your Presentation 673
Delivering the Speech 673
Handling Questions 675
COMMUNICATION CHALLENGES AT PHOENIX MANAGEMENT 677
Critical Thinking Questions 677
Summary 677
Exercises 678
PART 7 SPECIAL TOPICS IN BUSINESS COMMUNICATION 681
PART 7 SPECIAL TOPICS IN BUSINESS COMMUNICATION 681
First Impressions 682
COMPONENT CHAPTER A: Format and Layout of Business Documents 682
Paper 682
Component Chapter A: Format and Layout of Business Documents 682
Customization 683
APPearance 683
Letter 684
Standard Letter Parts 685
Additional Letter Parts 692
Letter Formats 696
Envelopes 697
Addressing the Envelope 697
Folding to fit 699
International Mail 701
Memos 703
E-mail 706
Header 706
Body 708
Time-Saving Messages 708
Reports 709
Margins 709
Headings 711
Spacing and Indentations 711
Page Numbers 712
Meeting Documents 712
Libraries 714
Finding Sources 714
Component Chapter B: Documentation of Report Sources 714
COMPONENT CHAPTER B: Documentation of Report Sources 714
Computerized Databases 716
Using Source Information 717
Recording Information 717
Understanding Copyright and Fair Use 718
Preparing Reference Lists 719
Reference List Construction 720
Manuals of Style 722
Reference List Entries 723
Choosing a Method of In-Text Citation 725
Author-Date System 725
Key-Number System 726
Superscript System 726
Source Note Format 730