Principles of Effective Communication 3
1.INTRODUCTION 3
2.AUDIENCE ANALYSIS 13
3.POINT OF VIEW 23
4.SETTING AND COMMUNICATING PRIORITIES 50
5.MESSAGE:CONTENT AND ARGUMENT 78
6.STRUCTURE 89
7.CHOOSING MEDIA 106
8.STYLE AND TONE 123
Applications 143
9.GIVING AND RECEIVING FEEDBACK 143
10.MANAGING MEETINGS 154
11.COMMUNICATING CHANGE 161
12.COMMUNICATING WITH EXTERNAL AUDIENCES 178
13.INTERCLTURAL COMMUNICATION 196
14.PERSONAL AND CORPORATE ETHICS 210
15.ELECTRONIC COMMUNICATION 222
16.BUSINESS AND THE PRESS 232
Technique 247
17.EFFECTIVE WRITING 247
18.EFFECTIVE SPEAKING 267
Appendix 277
CASE 18:Dotsworth Press 279
CASE 19:Inland Steel Coal Company(A):The Sesser Coal Mine 285
CASE 20:International Oil 303
CASE 21:"Fair Is Fair,"Isn't It? 306
CASE 22:Hal of Erhardt&Company:One Audit Senior's Dilemma 313
Index 317