PART 1 FOUNDATIONS OF BUSINESS COMMUNICATION 1
CHAPTER 1：Communicating Successfully in an Organization 2
COMMUNICATION CLOSE-UP AT DISNEY 2
Communication，Business，and You 4
The Internal Communication Network 6
Formal Communication Channels 8
Informal Communication Channels 11
The External Communication Network 12
Formal Contacts with Outsiders 12
Informal Contacts with Outsiders 17
Characteristics of Effective Organizational Communication 17
An Open Communication Climate 17
A Commitment to Ethical Communication 18
An Understanding of Intercultural Communication 21
A Proficiency in Communication Technology 22
An Audience-Centered Approach to Communication 22
An Effcient Flow of Communication Messages 23
Summary 24
COMMUNICATION CHALLENGES AT DISNEY 25
Critical Thinking Questions 25
Exercises 26
Sharpening Your Skills 4
Communication Skills—Eight Great Ways They Help Advance Your Career 4
Focusing on Ethics 19
Ethical Boundaries：Where Would You Draw the Line？ 19
CHAPTER 2：Understanding Business Communication 28
COMMUNICATION CLOSE-UP AT METAMORPHOSIS STUDIOS 28
The Basic Forms of Communication 30
Nonverbal Communication 30
Verbal Communication 33
The Process of Communication 36
Formulating a Message 37
Overcoming Communication Barriers 38
How to Improve Communication 46
Create the Message Carefully 47
Minimize Noise 48
Facilitate Feedback 48
Summary 49
COMMUNICATION CHALLENGES AT METAMORPHOSIS STUDIOS 50
Critical Thinking Questions 50
Documents for Analysis 50
Exercises 51
Communicating Across Cultures 34
Actions Speak Louder Than Words All Around the World 34
Sharpening Your Skills 46
Eight Keys to Achieving Total Quality and Customer Satisfaction 46
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 Culturally Diverse Work Force 58
The Basics of Intercultural Business Communication 59
Understanding Culture 59
Recognizing Cultural Differences 60
Dealing with Language Barriers 65
Dealing with Ethnocentric Reactions 69
Tips for Communicating with People from Other Cultures 70
LearningAbout 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
Communicating Across Cultures 61
Test Your Intercultural Knowledge 61
Communicating Across Cultures 68
Does an “English-Only” Policy Violate Employees’ Rights？ 68
CHAPTER 4：Communicating Through Technology 84
COMMUNICATION CLOSE-UP AT HEWLETT-PACKARD 84
Technology in Contemporary Business Communication 86
Technology in Written Communication 87
Creating Printed Documents 87
Creating Electronic Documents 97
Technology in Oral Communication 106
Individual Communication 106
Group Communication 106
How Technology Is Changing Communication 107
Summary 108
COMMUNICATION CHALLENGES AT HEWLETT-PACKARD 108
Critical Thinking Questions 109
Exercises 109
Keeping Pace with Technology 92
Techniques for FindingArticles Online 92
Sharpening Your Skills 98
Five Powerful Tools to Help You Create Quality Documents Quickly and Easily 98
PART 2 THE WRITING PROCESS 111
CHAPTER 5：Planning Business Messages 112
COMMUNICATION CLOSE-UP AT GENERAL MILLS 112
Understanding the Composition Process 113
A Ten-Stage Process 114
Collaboration 116
Schedules 117
Examining the Composition Process 117
Stage1：Defining Your Purpose 117
Why You Need a Clear Purpose 117
Common Purposes of Business Messages 118
How to Test Your Purpose 118
Stage 2：Analyzing Your Audience 119
Develop Your Audience’s Profile 120
Satisfy Your Audience’s Informational Needs 121
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
Limit the Scope 128
Stage 4：Selecting the Appropriate Channel and Medium 128
Oral Communication 129
Written Communication 130
Electronic Communication 133
Summary 134
COMMUNICATION CHALLENGES AT GENERAL MILLS 135
Critical Thinking Questions 136
Exercises 136
Sharpening Your Skills 114
Overcoming Your Fear of the Blank Page 114
Communicating Across Cultures 122
Understand Intercultural Audiences，and You’ll Be Understood 122
CHAPTER 6：Composing Business Messages 138
COMMUNICATION CLOSE-UP AT COMMUNITY HEALTH GROUP 138
Stage 5：Organizing Your Message 140
What Good Organization Means 140
Why Good Organization Is Important 141
How Good Organization Is Achieved 145
Stage 6：Formulating Your Message 155
Composing Your First Draft 156
Controlling Your Style and Tone 156
Shaping Your E-mail Message 164
Summary 169
COMMUNICATION CHALLENGES AT COMMUNITY HEALTH GROUP 170
Documents for Analysis 170
Critical Thinking Questions 171
Exercises 171
Focusing on Ethics 148
The Tangled Web of Internet Copyrights 148
Keeping Pace with Technology 168
E-mail Etiquette：Minding Your Manners Online 168
CHAPTER 7：Revising Business Messages 174
COMMUNICATION CLOSE-UP AT TURNER BROADCASTING SYSTEM 174
Stage 7：Editing Your Message 176
Evaluating Your Content and Organization 176
Reviewing Your Style and Readability 178
Assessing Your Word Choice 179
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
Stage 10：Proofing Your Message 204
Proof Your Mechanics and Format 204
Use Grammar and Spell Checkers Wisely 204
Summary 207
COMMUNICATION CHALLENGES AT TURNER BROADCASTING SYSTEM 208
Critical Thinking Questions 208
Documents for Analysis 208
Exercises 209
Communicating Across Cultures 184
More than Word for Word—The Importance of Accurate Translation 184
Sharpening Your Skills 205
How to Proofread Like a Pro：Tips for Creating the Perfect Document 205
PART 3 LETTERS，MEMOS，AND OTHER BRIEF MESSAGES 213
CHAPTER 8：Writing Direct Requests 214
COMMUNICATION CLOSE-UP AT THE NATURE COMPANY 214
Intercultural Requests 216
Organizing Direct Requests 216
Direct Statement or the Request or Main Idea 218
Justification，Explanation，and Details 218
Courteous Close with Request for Specific Action 219
Placing Orders 219
Requesting Routine Information andAction 221
Requests to Company Insiders 221
Requests to Other Businesses 221
Requests to Customers and Other Outsiders 223
Writing Direct Requests for Claims and Adjustments 225
Making Routine Credit Requests 228
Inquiring About People 230
Letters Requesting a Recommendation 232
Letter Checking on a Reference 234
Summary 234
COMMUNICATION CHALLENGES AT THE NATURE COMPANY 237
Critical Thinking Questions 237
Documents for Analysis 237
Cases 238
Communicating Across Cultures 217
How Direct Is Too Direct？ 217
Sharpening Your Skills 236
How to Check References—and Avoid Legal Traps 236
CHAPTER 9：Writing Routine，Good-News，and Goodwill Messages 248
COMMUNICATION CLOSE-UP AT STEINWAY ＆ SONS 248
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 Requests 261
Conveying Positive Information About People 263
Recommendation Letters 263
Good News About Employment 264
Writing Directives and Instructions 266
Writing Business Summaries 268
Conveying Good News About Products and Operations 269
Writing Goodwill Messages 270
Congratulations 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
Keeping Pace with Technology 250
The Possibilities and Perils of E-mail 250
Focusing on Ethics 266
Recommendation Letters：What’s Right to Write？ 266
CHAPTER 10：Writing Bad-News Messages 288
COMMUNICATION CLOSE-UP AT OLMEC TOYS 288
Organizing Bad-News Messages 290
Indirect Plan 290
Direct Plan 295
Conveying Bad News About Orders 297
Communicating Negative Answers and Information 298
Providing Bad News About Products 299
Denying Cooperation with 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 Letters 307
RejectingJob Applications 309
Giving Negative Performance Reviews 309
Terminating Employment 311
Handling Bad News About Company Operations or Performance 312
Summary 314
COMMUNICATION CHALLENGES AT OLMEC TOYS 314
Critical Thinking Questions 314
Documents for Analysis 315
Cases 316
Communicating Across Cultures 296
Good Ways to Send Bad News Around the World 296
Sharpening Your Skills 312
How to Take the Sting Out of Criticism and Foster Goodwill 312
CHAPTER 11：Writing Persuasive Messages 328
COMMUNICATION CLOSE-UP AT AT＆T LANGUAGE LINE SERVICES 328
Planning Persuasive Messages 330
Ethical Persuasion 330
Audience Needs 330
Writer Credibility 331
Semantics and Other Persuasive Tools 332
Emotion and Logic 333
Organizing Persuasive Messages 335
The Indirect Approach 337
The Direct Approach 337
Preparing Persuasive Messages on the Job 337
Writing Persuasive Requests for Action 338
Writing Persuasive Claims and Requests for Adjustment 340
Writing Sales and Fund-raising Messages 343
Sales Letters 343
Fund-raising Letters 353
Writing Collection Messages 357
Notification 359
Reminder 360
Inquiry 360
Urgent Notice 360
Ultimatum 361
Summary 361
COMMUNICATION CHALLENGES AT AT＆T LANGUAGE LINE SERVICES 362
Critical Thinking Questions 362
Documents for Analysis 363
Cases 363
Focusing on Ethics 350
Does Some Direct Mail Contain Deliberately Deceptive Copy？ 350
Keeping Pace with Technology 354
Writing for the Web：Sales Messages in Cyberspace 354
PART 4 EMPLOYMENT MESSAGES 377
CHAPTER 12：Writing Resumes and Application Letters 378
COMMUNICATION CLOSE-UP AT MOBIL 378
ThinkingAbout Your Career 380
Analyzing What You Have to Offer 380
Determining What You Want 380
Seeking Employment Opportunities 382
Building Toward a Career 385
Writing Your Resume 387
Control the Format and Style 387
Tailor the Contents 389
Choosing the Best Organizational Plan 393
Adapting Your Resume to an Electronic Format 394
Writing the Perfect Resume 400
Writing Application Messages 401
Writing the Opening Paragraph 401
Summarizing Your Key Selling Points 404
Writing the Closing Paragraph 405
Writing the Perfect Application Letter 406
Writing Other Types of Employment Messages 406
Writing Job-Inquiry Letters 406
Filling Out Application Forms 406
Writing Application Follow-Ups 407
Summary 410
COMMUNICATION CHALLENGES AT MOBIL 410
Critical Thinking Questions 411
Documents for Analysis 411
Cases 412
Keeping Pace with Technology 384
High-Tech Job Hunting：The Secrets of Finding Employment on the World Wide Web 384
Focusing on Ethics 392
Warning：Deceptive Resumes Can Backfire 392
CHAPTER 13：Interviewing for Employment and Following Up 414
COMMUNICATION CLOSE-UP AT MICROSOFT 414
Interviewing with Potential Employers 416
The Interview Process 416
What Employers Look For 422
What Applicants Need to Find Out 423
How to Prepare for a Job Interview 423
How to Be Interviewed 431
Following Up After the Interview 435
Thank-You Letter 436
Letter of Inquiry 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 Questions 441
Documents for Analysis 442
Cases 442
Focusing on Ethics 421
Handwriting Analysis：Should It Be Used to Determine Your Employment Potential？ 421
Sharpening Your Skills 426
Sixteen Tough Interview Questions：What to Say When You’re Stopped in Your Tracks 426
PART 5 REPORTS AND PROPOSALS 445
CHAPTER 14：Using Reports and Proposals as Business Tools 446
COMMUNICATION CLOSE-UP AT NARADA PRODUCTIONS 446
What Makes a Good Business Report 448
How Companies Use Reports and Proposals 449
Reports for Monitoring and Controlling Operations 450
Reports for Implementing Policies and Procedures 454
Reports for Complying with Government Regulations 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
COMMUNICATION CHALLENGES AT NARADA PRODUCTIONS 472
Critical Thinking Questions 472
Exercises 472
Focusing on Ethics 450
Do You Make These Costly Mistakes When Writing Business Reports？ 450
Keeping Pace with Technology 471
Gain the Competitive Edge with Online Reporting 471
CHAPTER 15：Planning and Researching Reports and Proposals 474
COMMUNICATION CLOSE-UP AT GOSH ENTERPRISES 474
Five Steps in Planning Reports 476
Step1：Defining the Problem and the Purpose 476
Asking the Right Questions 477
Developing the Statement of Purpose 477
Step 2：Outlining Issues for Investigation 478
Developing a Logical Structure 478
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
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
Sharpening Your Skills 481
Seven Errors in Logic That Can Undermine Your Reports 481
Focusing on Ethics 492
How to Avoid Plgiarism 492
CHAPTER 16：Developing Visual Aids 504
COMMUNICATION CLOSE-UP AT EASTMAN KODAK COMPANY 504
Planning VisualAids 506
Why Business Professionals Use Visual Aids 506
The Process of“Visualizing” Your Text 506
Designing VisualAids 509
Understanding the Art of Graphic Design 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
Checking Over the Visual Aids 524
Summary 526
COMMUNICATION CHALLENGES AT EASTMAN KODAK COMPANY 528
Critical Thinking Questions 528
Documents for Analysis 529
Exercises 530
Keeping Pace with Technology 522
Creating Colorful Visual Aids with Computers for Maximum Clarity and Impact 522
Focusing on Ethics 527
Visual Aids That Lie：The Use and Abuse of Charts and Graphs 527
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
Choosing Director 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
Summary 564
COMMUNICATION CHALLENGES AT THE SAN DIEGO WILD ANIMAL PARK 564
Critical Thinking Questions 565
Exercises 565
Cases 567
Sharpening Your Skills 536
Be Careful—Your Computer Can Create Work！ 536
Sharpening Your Skills 560
Writing Headings That Spark Reader Interest 560
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
Prefatory Parts 605
Text of the Proposal 605
Summary 607
COMMUNICATION CHALLENGES AT THE ROCKY MOUNTAIN INSTITUTE 607
Critical Thinking Questions 610
Cases 610
Sharpening Your Skills 586
In-Depth Critique：Analyzing a Formal Report 586
PART 6 ORAL COMMUNICATION 625
CHAPTER 19：Listening，Interviewing，and Conducting Meetings 626
COMMUNICATION CLOSE-UP AT 3M 626
Communicating Orally 628
Speaking 629
Listening 630
Handling Difficult Interpersonal Situations 634
Resolving Conflict 634
Overcoming Resistance 635
Handling Negotiations 635
Conducting Interviews on the Job 636
Categorizing Interviews 637
Planning Interviews 638
Participating in Small Groups and Meetings 642
Understanding Group Dynamics 642
Arranging the Meeting 644
Contributing to a Productive Meeting 647
Summary 649
COMMUNICATION CHALLENGES AT 3M 649
Critical Thinking Questions 650
Exercises 650
Communicating Across Cultures 631
Crossing Cultures Without Crossing Signals：Your Listening Skills Can Bridge the Gap 631
Keeping Pace with Technology 646
Electronic Meetings：Work Together—Wherever You Are—to Get the Results You Want 646
CHAPTER 20：Giving Speeches and Oral Presentations 652
COMMUNICATION CLOSE-UP AT PHOENIX MANAGEMENT 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
The Close 666
The Question-and-Answer Period 668
The Visual Aids 668
Mastering the Art of Delivery 671
Getting Ready to Give Your Presentation 673
Delivering the Speech 673
Handling Questions 675
Summary 677
COMMUNICATION CHALLENGES AT PHOENIX MANAGEMENT 677
Critical Thinking Questions 677
Exercises 678
Sharpening Your Skills 665
Tired of Being Ignored？Five Ways Guaranteed to Get Attention and Keep It 665
Keeping Pace with Technology 669
Your Audience Will Get the Picture：Presentation Software Can Create Lively Business Speeches 669
PART 7 SPECIAL TOPICS IN BUSINESS COMMUNICATION 681
COMPONENT CHAPTER A：Format and Layout of Business Documents 682
First Impressions 682
Paper 682
Customization 683
Appearance 683
Letters 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
COMPONENT CHAPTER B：Documentation of Report Sources 714
Finding Sources 714
Libraries 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
APPENDIX Ⅰ：Fundamentals of Grammar and Usage 731
1.0 Grammar 731
1.1 Nouns 731
1.2 Pronouns 732
1.3 Verbs 734
1.4 Adjectives 736
1.5 Adverbs 737
1.6 Other Parts of Speech 737
1.7 Sentences 738
2.0 Punctuation 741
2.1 Periods 741
2.2 Question Marks 741
2.3 Exclamation Points 741
2.4 Semicolons 741
2.5 Colons 741
2.6 Commas 742
2.7 Dashes 743
2.8 Hyphens 743
2.9 Apostrophes 743
2.10 Quotation Marks 743
2.11 Parentheses 744
2.12 Ellipses 744
2.13 Underscores and Italics 744
3.0 Mechanics 744
3.1 Capitals 744
3.2 Abbreviations 745
3.3 Numbers 745
3.4 Word Division 745
4.0 Vocabulary 746
4.1 Frequently Confused Words 746
4.2 Frequently Misused Words 747
4.3 Frequently Misspelled Words 748
4.4 Transitional Words and Phrases 748
APPENDIX Ⅱ：Correction Symbols 758
Content and Style 758
Grammar，Usage，and Mechanics 759
Proofreading Marks 760
References 761
Acknowledgements 773
Organization/Company/Brand Index 777
Subject Index 779