Business Communication Polishing Your Professional Presence Barbara Shwom Northwestern University Lisa Gueldenzoph Snyder North Carolina A&T State University Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
Contents PART 1 Understanding the Foundations of Business Communication Becoming a Successful Business Communicator 32 1.1 Why should I study business communication? 34 Effective business communicators have a competitive edge 34 Good communication skills will contribute to your success 35 1.2 Why is business communication challenging? 36 Even basic communication is complex 36 Barriers and context add to the complexity 37 Multiple audiences pose additional challenges 38 1.3 What characteristics do successful business communicators share? 39 Effective communicators are strategic 39 Effective communicators are professional 43 Effective communicators are adaptable 47 Chapter Summary 52 Key Terms Quick Access Review 54 Critical Thinking 54 Developing Your Communication Skills 54. Writing 57 / Collaborating 57 Speaking 59 Grammar 59 Working with Others: Interpersonal, Intercultural, and Team Communication 60 2.1 What listening skills will help me communicate better with others? 62 Hearing accurately 62 Comprehending and interpreting 63 CULTURE Facial Expressions Are Not Universal 65 Evaluating 66 Responding 66 2.2 What speaking strategies will encourage others to listen to me and understand what I am saying? 67 Focus on your audience 68 Share the conversation 68 Use clear, concrete, unambiguous language 68 Support your message with good nonverbal communication 68 Avoid language that triggers a negative response 69 Frame negative comments positively 70 Be aware of gender-specific communication styles 71 2.3 How can I manage interpersonal conflict? 71 Identify the cause of the conflict 72 Select an appropriate management technique 75 11
12 Contents 2.4 How can I improve my communication with people from different cultures? 76 Understand how cultures differ 77 Develop strategies that help you communicate with diverse groups 79 ETHICS Nike Faces Ethical Challenges Abroad 80 2.5 How can I work effectively as part of a team? 81 Assemble an effective team 81 Agree on team goals and standards 82 Give the team time to develop 82 Develop good leadership 83 Plan for effective meetings 84 Be a good team member 85 TECHNOLOGY Conferencing, Collaborating, and Managing 86 Chapter Summary 88 Key Terms Quick Access Review 90 Critical Thinking 92 Developing Your Communication Skills 93 Writing 97 Collaborating 98 Speaking 98 Grammar 99 Managing the Communication Process: Analyzing, Composing, Evaluating 100 Why should I spend time analyzing? 102 Analyzing the purpose focuses the message 102 Analyzing the audience helps you meet their needs 104 Analyzing the content ensures a complete message 106 Analyzing the medium helps you choose the best delivery option 106 ETHICS How to Handle Information That Conflicts with Your Position 108 3.2 What is involved in composing? 108 Deciding where and when to compose 108 Organizing the message 109 Drafting the content 112 Designing a professional format and delivery 113 CULTURE Composing for an International Audience 117 3.3 How does evaluating improve my communication? 119 Revising the content improves effectiveness 120 Editing style and tone helps you project a professional image 122 Proofreading increases your credibility 124 Reviewing feedback helps you make better communication decisions 126 TECHNOLOGY Using "Track Changes" to Get Feedback on a Draft 127 Chapter Summary 128 Key Terms Quick Access Review 130 Critical Thinking 131 Developing Your Communication Skills 132 Writing 137 Collaborating 138 Speaking 139 Grammar 139
Contents 13 PART 2 Delivering Effective Messages fa H Communicating Routine Messages and Building Goodwill 140 4.1 How do I compose messages containing questions and requests? 142 Decide between a direct or an indirect organization 142 Provide reasons for the request 143 Adopt a "you" perspective and include audience benefits 144 Conclude with gratitude and a call for action 145 4.2 How'do I compose informational messages? 146 TECHNOLOGY Taking Advantage of Instant Messaging in Business 147 Reply to questions with a direct answer 147 Respond to customer requests by creating goodwill 149 Highlight key points in confirmation messages 150 Organize routine announcements so they are easy to skim 151 ETHICS Is Blind Carbon Copy (bcc) Like Spying? 152 Format instructions so readers can easily follow the steps 152 4.3 What kinds of messages build goodwill in my business relationships? 153 Thank-you messages 154 CULTURE Differences in Saying Thank You 155 Congratulatory messages 157 Sympathy messages 158 "For-your-information" messages 158 Chapter Summary 160 Key Terms Quick Access Review 162 Critical Thinking 164 Developing Your Communication Skills 164 Writing 167 Collaborating 168 Speaking 169 Grammar 169 Communicating Persuasive Messages 170 5.1 How can the ACE process help me persuade my audience? 172 Analyzing helps you plan your message 173 Composing implements the persuasive plan 175 Evaluating helps you review the draft for effectiveness 176 5.2 What are the basic elements of persuasion? 177 Building credibility 177 Constructing a logical argument 179 Appealing to your audience's emotions 180 ETHICS Avoiding Logical Fallacies 182 5.3 What types of business messages typically require persuasion? 185 Recommendations for action 185 TECHNOLOGY Writing Recommendations with Presentation Software 188 Requests for favors 190 Persuasive customer claims 191 Sales messages 194
14 Contents 5.4 How can I use persuasion to improve teamwork and collaboration? 196 Persuasion helps you motivate others 196 Persuasion helps a team make better decisions 197 CULTURE Adapting Persuasive Appeals 200 Chapter Summary 202 Key Terms Quick Access Review 204 Critical Thinking 205 Developing Your Communication Skills 206 Writing 208 Collaborating 209 Speaking 209 Grammar 211 Communicating Bad-News Messages 212 6.1 How will the ACE process help me deliver bad news effectively? 214 Delivering bad new requires balancing four goals 214 The ACE process helps you balance the goals 215 6.2 How should I analyze and plan a bad-news message? 216 Ask questions that help you develop content 216 Select the best medium to achieve your goal 217 TECHNOLOGY Can I Use Email or Text Messages for Bad News? 219 6.3 What are effective strategies for composing bad-news messages? 219 Decide where to state the bad news 220 Phrase the bad news clearly 222 Soften the bad news 223 CULTURE Did You Hear the Bad News? 225 Close the message positively 226 6.4 How should I evaluate bad-news messages? 226 Evaluate the message's clarity, honesty, and sense of goodwill 226 Evaluate the business result 227 6.5 What types of bad-news messages are common in business? 228 Denying requests or turning down invitations 228 Denying customer claims 228 Rejecting recommendations or proposals 229 Identifying issues or problems 230 ETHICS Apologizing for Mistakes 232 Communicating negative change 232 Chapter Summary 234 Key Terms Quick Access Review 236 Critical Thinking 238 Developing Your Communication Skills 239 Writing 243 Collaborating 244 Speaking 244 Grammar 245
Contents 15 PART 3 Researching, Proposing, Reporting, and Presenting Finding and Evaluating Business Information 246 7.1 How do I determine what information I need? 248 Analyze the research question and topic 249 Identify audience concerns and needs 249 Establish the scope of the research 251 Define research activities 251 Develop a work plan 252 7.2 How do I conduct and evaluate research in print and online sources? 253 Search the web strategically 254 Use an online index or database to find articles and business data 255 TECHNOLOGY Going Beneath the Surface of the Web 256 Use a library or bookseller to find relevant books 257 Follow leads in good sources 258 Evaluate your sources for credibility 258 CULTURE Researching Countries and Cultures Online 260 7.3 How do I conduct and evaluate primary research? 261 Conduct survey research to gather information that is easy to compare 261 Conduct interview research to gather in-depth information 265 Conduct observational research to understand how people act 267 ETHICS How to Be an Ethical Researcher 268 7.4 How do I organize the results of my research? 269 Build your reference list as you research 269 Organize documents and notes for easy reference 269 Organize your findings by research questions 270 Chapter Summary 272 Key Terms Quick Access Review 274 Critical Thinking 275 Developing Your Communication Skills 276 Writing 278 Collaborating 280 Speaking 280 Grammar 281 Preparing Persuasive Business Proposals 282 8.1 How do I use ACE to prepare an effective proposal? 284 Analyze: Understand purpose, context, and content 284 Compose: Choose the medium, draft the content, and organize 287 Evaluate: Assess the effectiveness of the proposal 288 8.2 How do I make a proposal persuasive? 288 Articulate the problem, need, or opportunity 288 Identify the outcomes and benefits 289 Present a compelling recommendation 290 Provide persuasive supporting details 290 Request action 290 8.3 What types of business proposals should I be prepared to write? 290 Proposals for action or change 290 Solicited sales proposals 291 ETHICS Does Your Proposal Demonstrate Integrity? 294
16 Contents Unsolicited sales proposals 294 CULTURE Writing Proposals for Different Cultures 297 Grant proposals and other proposals for funding 297 TECHNOLOGY Submitting Proposals Online 300 8.4 How do I structure and format a formal proposal? 300 Structure a formal proposal like a formal report 300 Follow specified guidelines when responding to RFPs 302 Chapter Summary 306 Key Terms Quick Access Review 308 Developing Your Communication Skills 309 Critical Thinking 309 Developing Your Communication Skills 309 Writing 313 Collaborating 313 Speaking 314 Grammar 315 Preparing Business Reports 316 9.1 How do I use ACE to help me write a business report? 318 Analyze to understand purpose and report type 318 Analyze to understand audience needs 318 Analyze to choose the best medium 319 Compose your report to meet audience expectations 319 Compose using an objective and easy-to-read style 322 Evaluate by reviewing on your own and getting feedback from others 323 CULTURE Making Reports Reader-Friendly for International Audiences 324 9.2 What types of short, routine reports are typical in business? 324 Progress reports 324 Trip reports 326 Meeting minutes 326 Feasibility reports 326 9.3 How do I structure longer, formal reports? 331 Create a title page for identifying information 331 Preview the report with preliminary sections 331 Develop the details within sections 331 Conclude the report with supporting information 341 TECHNOLOGY Using Software Features to Help Format Formal Reports 344 9.4 What guidelines should I follow for writing PowerPoint report decks? 344 Understand why and when to use report decks 345 Design the deck effectively 345 Design the deck content to be easy to follow 346 9.5 How do I integrate tables and graphs into my reports? 348 Choose the best form of display: table or graph 349 Choose the best type of graph 350 Design graphs and tables to communicate 350 Integrate the display with the text 355 ETHICS When Telling the Truth Is Not Good Enough 357 9.6 How should I document my research? 357 Determine what needs to be documented 358 Prepare the documentation 358 Chapter Summary 360 Key Terms Quick Access Review 362 Critical Thinking 363 Developing Your Communication Skills 364
Contents 17 Writing 368 Collaborating 370 Speaking 370 Grammar 371 Preparing and Delivering Business Presentations 372 10.1 What do I analyze when planning a business presentation? 374 Analyze your purpose and outcome: Why? 375 Analyze your audience: How many and who? 375 Analyze your setting: When and where? 375 Analyze your medium options: How? 377 10.2 How do I compose the presentation? 378 Identify the type of presentation 378 Organize the content 378 Create a storyboard 383 Develop a template 383 Design individual slides 386 Evaluate your slides in a practice session 388 Create effective handouts 390 TECHNOLOGY Using Hyperlinks in Presentations 396 TECHNOLOGY Shrinking the Size of Presentation Files 397 10.3 How do I deliver and evaluate the presentation? 398 Set the stage 398 Control your body 398 Use your voice effectively 399 Present your visuals effectively 399 Coordinate with your team 400 Evaluate the audience's response 401 Adapt your approach for online presentations 401 ETHICS Avoiding Plagiarism in Presentations 402 10.4 How do I handle questions and answers? 403 Plan for a question-and-answer (Q&A) session 403 Answer questions skillfully 404 CULTURE Meeting Audience Expectations 405 Chapter Summary 406 Key Terms Quick Access Review 408 Critical Thinking 412 Developing Your Communication Skills 413 Writing 416 Collaborating 417 Speaking 418 Grammar 419 PART 4 Persuading an Employer to Hire You ED Creating Resumes and Cover Letters 420 11.1 What should I analyze before composing resumes and cover letters? 422 Analyze your career goals 422 Analyze your strengths and skills 423 Analyze your options for finding job opportunities 424 Analyze your professional image 427
18 Contents 11.2 How do I write an effective resume? 428 Select an effective resume design and format 428 Compose effective resume content 434 ETHICS Exaggerating Your Resume Is Dangerous 437 Evaluate your content and design 439 CULTURE Selling Your Cross-Cultural Skills 440 11.3 How do I write an effective cover letter? 441 Analyze the position requirements 441 Compose persuasive content 442 Evaluate content and format 445 TECHNOLOGY Web Resumes, Video Resumes, and e-portfolios 446 11.4 How do I evaluate and submit my employment materials? 447 Finalize your employment materials 447 Choose a delivery method 449 Track your employment communication 450 Chapter Summary 452 Key Terms Quick Access Review 454 Critical Thinking 455 Developing Your Communication Skills 456 Writing 460 Collaborating 460 Speaking 460 Grammar 461 Getting the Job Interviewing Skills 462 12.1 How do I take advantage of different types of interviews? 464 Capture interest in preliminary interviews 464 Sell your strengths during onsite company interviews 467 CULTURE Do You Fit the Corporate Culture? 470 12.2 How can I prepare for a job interview? 471 Analyze the company 471 Compose answers to typical questions 472 Compose questions to ask 475 12.3 How should I dress for a job interview? 475 Wear business formal attire 475 TECHNOLOGY Managing Your Social Media Image 476 Look professional 477 12.4 How should I act during the interview? 479 Manage first impressions 479 Act professionally during the interview 480 Be prepared for meals and social gatherings 481 12.5 What can I do to follow up effectively? 483 Evaluate your performance 483 Compose thank-you messages 483 Compose follow-up messages 484 Negotiate the details of a job offer, if necessary 485 ETHICS Asking for More Time to Consider a Job Offer 486 Compose acceptance messages for job offers you accept 488 Compose refusal messages for job offers you reject 488 Respond to job rejections 490 Chapter Summary 492 Key Terms Quick Access Review 494
Contents 19 Critical Thinking 495 Developing Your Communication Skills 496 Writing 499 Collaborating 501 Speaking 501 Grammar 501 Appendices Appendix A Guide to Social Media in Business A-1 Appendix B Business Document Formatting Guide A-9 Appendix C Reference Styles A-23 Appendix D Grammar, Punctuation, Mechanics, and Conventions A-37 Appendix E Answer Key to Grammar Exercises A-64 Appendix F Proofreader's Marks and Corrections Symbols A-72 Glossary G-1 References R-1 Credits CR-1 Index 1-1