Business communication today PDF

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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

Please contact https://support.pearson.com/getsupport/s/contactsupport with any queries on this content. Microsoft and/or its respective suppliers make no representations about the suitability of the information contained in the documents and related graphics published as part of the services for any purpose. All such documents and related graphics are provided “as is” without warranty of any kind. Microsoft and/or its respective suppliers hereby disclaim all warranties and conditions with regard to this information, including all warranties and conditions of merchantability, whether express, implied or statutory, fitness for a particular purpose, title and non-infringement. In no event shall Microsoft and/or its respective suppliers be liable for any special, indirect or consequential damages or any damages whatsoever resulting from loss of use, data or profits, whether in an action of contract, negligence or other tortious action, arising out of or in connection with the use or performance of information available from the services. The documents and related graphics contained herein could include technical inaccuracies or typographical errors. Changes are periodically added to the information herein. Microsoft and/or its respective suppliers may make improvements and/or changes in the product(s) and/or the program(s) described herein at any time. Partial screen shots may be viewed in full within the software version specified. Microsoft® and Windows® are registered trademarks of the Microsoft Corporation in the U.S.A. and other countries. This book is not sponsored or endorsed by or affiliated with the Microsoft Corporation. Copyright © 2021, 2018, 2016 by Bovée & Thill, LLC. All Rights Reserved. Manufactured in the United States of America. This publication is protected by copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise. For information regarding permissions, request forms, and the appropriate contacts within the Pearson Education Global Rights and Permissions department, please visit www.pearsoned.com/permissions/. Cover image: Jesus Sanz/Shutterstock Acknowledgments of third-party content appear on the appropriate page within the text. PEARSON, ALWAYS LEARNING, and MYLAB are exclusive trademarks owned by Pearson Education, Inc. or its affiliates in the U.S. and/or other countries. Unless otherwise indicated herein, any third-party trademarks, logos, or icons that may appear in this work are the property of their respective owners, and any references to third-party trademarks, logos, icons, or other trade dress are for demonstrative or descriptive purposes only. Such references are not intended to imply any sponsorship, endorsement, authorization, or promotion of Pearson’s products by the owners of such marks, or any relationship between the owner and Pearson Education, Inc., or its affiliates, authors, licensees, or distributors. Library of Congress Cataloging-in-Publication Data Names: Bovee, Courtland L., author. | Thill, John V., author. Title: Business communication today / by Courtland L. Bovee and John V. Thill. Description: 15e [edition]. | Upper Saddle River, NJ: Pearson, 2021. | Includes index. Identifiers: LCCN 2019016486 | ISBN 9780135891612 (pbk.) Subjects: LCSH: Business communication—United States—Case studies. | Communication in organizations—United States—Case studies. Classification: LCC HF5718 .B66 2021 | DDC 658.4/5—dc23 LC record available at https://lccn.loc.gov/2019016486

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Dedication

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 business 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

Brief Contents Preface About the Authors Prologue

PART 1

Understanding the Foundations of Business Communication 1 Professional Communication in a Digital, Social, Mobile World 2

Collaboration, Interpersonal Communication, and Business Etiquette

3 Communication Challenges in a Diverse, Global Marketplace

PART 2

Applying the Three-Step Writing Process 4

Planning Business Messages

5

Writing Business Messages

6 Completing Business Messages

PART 3

Digital, Social, and Visual Media 7

Digital Media

8

Social Media

9 Visual Media

PART 4

Brief Messages 10

Writing Routine and Positive Messages

11 Writing Negative Messages 12

PART 5

Writing Persuasive Messages

Reports and Proposals 13 Finding, Evaluating, and Processing Information 14 Planning Reports and Proposals 15

PART 6

Writing and Completing Reports and Proposals

Developing and Delivering Business Presentations 16 Developing Presentations in a Social Media Environment 17

PART 7

Enhancing Presentations with Slides and Other Visuals

Writing Employment Messages and Interviewing for Jobs 18 Building Careers and Writing Résumés 19 Applying and Interviewing for Employment APPENDIX A Format and Layout of Business Documents APPENDIX B Documentation of Report Sources APPENDIX C Correction Symbols Handbook of Grammar Mechanics and Usage

Contents Preface

xv

About the Authors

xxviii

Prologue

xxix

2

Collaboration, Interpersonal Communication, and Business Etiquette

COMMUNICATION CLOSE-UP AT Salesforce

Part 1 Understanding the Foundations of Business Communication

1

Communicating Effectively in Teams Types of Teams Advantages and Disadvantages of Teams Characteristics of Effective Teams Group Dynamics Virtual Teams

1

Professional Communication in a Digital, Social, Mobile World 3

COMMUNICATION CLOSE-UP AT Affectiva

Understanding Why Communication Matters Communication Is Important to Your Career Communication Is Important to Your Company What Makes Business Communication Effective?

Communicating as a Professional Understanding What Employers Expect from You Communicating in an Organizational Context Adopting an Audience-Centered Approach

Exploring the Communication Process The Conventional Communication Model Barriers in the Communication Environment Inside the Mind of Your Audience The Social Communication Model

Using Technology to Improve Communication

3

4 4 5 6

6 6 8 10

10 10 12 12 15

16

The Potential Benefits of Communication Technology The Spectrum of Contemporary Communication Technology

16 17

Committing to Ethical and Legal Communication

24

Forms of Unethical Communication Distinguishing Ethical Dilemmas from Ethical Lapses Ensuring Ethical Communication Ensuring Legal Communication

Developing Skills for Your Career COMMUNICATION CHALLENGES AT Affectiva

Key Terms Summary of Learning Objectives Test Your Knowledge Apply Your Knowledge Practice Your Skills Expand Your Skills Build Your Career APPLY YOUR SKILLS NOW Practice Your Professionalism

24 25 25 26

28 28

29 29 30 30 30 32 32 9

Collaborating on Communication Efforts Collaboration Arrangements Giving—and Responding to—Constructive Feedback Technologies for Collaborative Communication

Making Your Meetings More Productive Preparing for Meetings Leading and Contributing to Efficient Meetings Putting Meeting Results to Productive Use Conducting Virtual Meetings

Improving Your Listening Skills Understanding Why Listening Is Such a Complex Process Becoming a Better Listener

Improving Your Nonverbal Communication Skills Recognizing Nonverbal Communication Using Nonverbal Communication Effectively

Developing Your Business Etiquette Business Etiquette in the Workplace Business Etiquette in Social Settings Online Etiquette Telephone Etiquette Mobile Device Etiquette COMMUNICATION CHALLENGES AT Salesforce

Key Terms Summary Of Learning Objectives Test Your Knowledge Apply Your Knowledge Practice Your Skills Expand Your Skills Build Your Career ETHICS DETECTIVE Solving the Case of the

Missing Team INTELLIGENT COMMUNICATION TECHNOLOGY Hi, I’m an

Algorithm, Your New Teammate

viii

3

Contents

Analyzing the Situation

Communication Challenges in a Diverse, Global Marketplace

73

COMMUNICATION CLOSE-UP AT Kaiser Permanente

73

Understanding the Opportunities and Challenges ofCommunication in a Diverse World 74 The Opportunities in a Global Marketplace The Advantages of a Diverse Workforce The Challenges of Intercultural Communication

74 74 75

Developing Cultural Competency

75

Understanding the Concept of Culture Overcoming Ethnocentrism and Stereotyping

75 76

Recognizing Variations in a Diverse World

76

Contextual Differences Legal and Ethical Differences Social Norms and Customs Nonverbal Communication Age Differences Gender Differences Religious Differences Ability Differences

77 77 78 79 79 80 81 81

Adapting to Other Business Cultures

81

Guidelines for Adapting to Any Business Culture Guidelines for Adapting to U.S. Business Culture

81 82

Improving Intercultural Communication Skills

83

Studying Other Cultures Studying Other Languages Respecting Preferences for Communication Style Writing Clearly Speaking and Listening Carefully Helping Others Adapt to Your Culture

83 85 86 87 90 92

Defining Your Purpose Developing an Audience Profile

Gathering Information Uncovering Audience Needs Finding Your Focus Providing Required Information

Selecting the Best Combination of Media and Channels The Most Common Media and Channel Options Factors to Consider When Choosing Media and Channels

Organizing Your Information Defining Your Main Idea Limiting Your Scope Choosing Between Direct and Indirect Approaches Outlining Your Content Building Reader Interest with Storytelling Techniques COMMUNICATION CHALLENGES AT Wolff Olins

Key Terms Summary Of Learning Objectives Test Your Knowledge Apply Your Knowledge Practice Your Skills Expand Your Skills Build Your Career ETHICS DETECTIVE Solving the Case of the Missing Safety Warning

101 102 102

104 104 105 105

107 107 111

114 114 115 116 116 118 121

122 122 122 123 123 125 125 106

INTELLIGENT COMMUNICATION TECHNOLOGY Shaping

Stories with the Help of Artificial Intelligence

5

Writing Business Messages

120

129

COMMUNICATION CLOSE-UP AT Lumen/Kaleigh COMMUNICATION CHALLENGES AT Kaiser

Moore

Permanente Key Terms Summary Of Learning Objectives Test Your Knowledge Apply Your Knowledge Practice Your Skills Expand Your Skills Build Your Career

93 93 93 94 94 95 95

INTELLIGENT COMMUNICATION TECHNOLOGY Real-Time

Translation

91

Adapting to Your Audience: Being Sensitive toAudience Needs Using the “You” Attitude Maintaining Standards of Etiquette Emphasizing the Positive Using Bias-Free Language

Adapting to Your Audience: Building Strong Relationships Establishing Your Credibility Projecting Your Company’s Image

Adapting to Your Audience: Controlling Your Style and Tone

Part 2 Applying the Three-Step Writing Process

4

Planning Business Messages

COMMUNICATION CLOSE-UP AT Wolff Olins

129

92

97

99 99

Creating a Conversational Tone Using Plain Language Selecting the Active or Passive Voice

Composing Your Message: Choosing Powerful Words Using Words Correctly Using Words Effectively Understanding Denotation and Connotation Balancing Abstract and Concrete Words

Composing Your Message: Creating Effective

130 130 131 132 133

134 134 135

136 136 137 137

138 138 139 141 142

Contents

Composing Your Message: Crafting Unified, Coherent Paragraphs

145

Creating the Elements of a Paragraph Choosing the Best Way to Develop Each Paragraph

145 148

Writing Messages for Mobile Devices

149

COMMUNICATION CHALLENGES AT Lumen/Kaleigh Moore

151

Key Terms Summary Of Learning Objectives Test Your Knowledge Apply Your Knowledge Practice Your Skills Expand Your Skills Build Your Career

151 152 152 153 153 155 155

INTELLIGENT COMMUNICATION TECHNOLOGY Amplifying

Digital and Social Media Options Compositional Modes for Digital and Social Media The Emoji Question—Overcoming the Limitations of Lean Media

Email Planning Email Messages Writing Email Content The Subject Line: Persuading People to Open Your Message Completing Email Messages

Business Messaging Categories of Business Messaging Tips for Successful Messaging

Website Content Organizing Website Content Drafting Website Content

Your Writing with Augmented Writing Software

143

Podcasting

APPLY YOUR SKILLS NOW Think Now, Write Later

147

COMMUNICATION CHALLENGES AT Slack

6

Completing Business Messages

COMMUNICATION CLOSE-UP AT Type Together

Revising Your Message: Evaluating the First Draft Evaluating Your Content, Organization, Style, and Tone Evaluating, Editing, and Revising the Work of Others

Revising to Improve Readability Varying the Length of Your Sentences Keeping Your Paragraphs Short Using Lists and Bullets to Clarify and Emphasize Adding Headings and Subheadings

Editing for Clarity and Conciseness Editing for Clarity Editing for Conciseness

Producing Your Message Designing for Readability Formatting Formal Letters and Memos Designing Messages for Mobile Devices

159 159

160 160 163

163 164 164 165 166

167 167 168

170 170 173 174

Proofreading Your Message

176

Distributing Your Message

178

COMMUNICATION CHALLENGES AT Type Together

Key Terms Summary of Learning Objectives Test Your Knowledge Apply Your Knowledge Practice Your Skills Expand Your Skills Build Your Career

178

179 179 180 180 180 183 183

DEVELOPING AS A PROFESSIONAL Being Dependable

and Accountable

165

APPLY YOUR SKILLS NOW Make QA Part of Your

Communication Process

177

Key Terms Summary Of Learning Objectives Test Your Knowledge Apply Your Knowledge Practice Your Skills Expand Your Skills Build Your Career APPLY YOUR SKILLS NOW Develop Professional-Grade Email Skills INTELLIGENT COMMUNICATION TECHNOLOGY Nice Chatting with You

8

Social Media

COMMUNICATION CLOSE-UP AT ExterionMedia

How Businesses Use Social Media for Internal and External Communication Strategies and Tactics for Successful Social Media Use Establishing a Social Media Strategy Developing Social Media Content Managing the Organizational Challenges of Social Media

Social Networking for Business Communication Categories of Social Networking Platforms Four Content Strategies for Business Social Networking

Successful Business Blogging Business Applications of Blogging Tips for Successful Blogging

Twitter and Other Microblogging Systems Business Applications of Microblogging Tips for Effective Business Tweets

Collaborative Writing on Wikis Management and Design Considerations for Wikis Tips for Successful Wiki Writing COMMUNICATION CHALLENGES AT ExterionMedia

Part 3 Digital, Social, and Visual Media 187

7

Key Terms Summary of Learning Objectives Test Your Knowledge Apply Your Knowledge P i Y Skill

x

Contents

9

Request Specific Action in a Courteous Close

Visual Media

247

COMMUNICATION CLOSE-UP AT Tableau Software

Understanding Visual Communication The Power of Images The Visual Evolution in Business Communication Visual Design Principles The Ethics of Visual Communication

247

248 248 249 250 251

Identifying Points to Illustrate

253

Selecting Visuals for Presenting Data

254

Tables Line and Surface Charts Bar Charts, Pictograms, and Gantt Charts Scatter and Bubble Diagrams Radar Diagrams Pie Charts Data Visualization

Selecting Visuals for Presenting Information, Concepts, and Ideas

254 256 257 257 259 260 261

261

Flowcharts and Organization Charts Maps Illustrations, Diagrams, and Photographs Infographics

261 263 263 264

Producing and Integrating Visuals

264

Creating Visuals Integrating Visuals with Text Verifying the Quality of Your Visuals Visual Media on Mobile Devices

Producing Business Videos Step 1: Preproduction Step 2: Production Step 3: Postproduction

265 265 266 267

268 268 270 272

COMMUNICATION CHALLENGES AT Tableau Software

Key Terms Summary Of Learning Objectives Test Your Knowledge Apply Your Knowledge Practice Your Skills Expand Your Skills Build Your Career

272

273 273 274 274 274 276 277

INTELLIGENT COMMUNICATION TECHNOLOGY

Augmented Reality and Virtual Reality

249

ETHICS DETECTIVE Solving the Case of the Hidden

Numbers

253

Part 4 Brief Messages

10

Writing Routine and Positive Messages 281

COMMUNICATION CLOSE-UP AT

Report

279

Productivity 281

Common Examples of Routine Requests Asking for Information or Action Asking for Recommendations Making Claims and Requesting Adjustments

283

283 283 283 285

Strategy for Routine Replies, Routine Messages, and Positive Messages 288 Open with the Main Idea Provide Necessary Details and Explanation End with a Courteous Close

Common Examples of Routine Replies, Routine Messages, and Positive Messages Answering Requests for Information and Action Granting Claims and Requests for Adjustment Providing Recommendations and References Sharing Routine Information Writing Instructions Announcing Good News Fostering Goodwill

288 289 289

290 290 290 291 293 294 294 294

COMMUNICATION CHALLENGES AT Productivity

Report

297

Key Terms Summary O...