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Full-Circle Learning MyLab™: Learning Full Circle for Marketing,

Management, Business Communication, Intro to Business, and MIS

BEFORE CLASS

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Decision Sims, Videos, and Learning

Catalytics

DSM’s, pre-lecture homework,

eText

Writing Space, Video Cases, Quiz-

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MyLab

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Critical Thinking

MyBCommLab®: Improves Student Engagement Before, During, and After Class

Decision Making

Prep and Engagement

• Video exercises – engaging videos that bring business concepts to life and explore business topics related to the theory students are learning in class. Quizzes then assess students’ comprehension of the concepts covered in each video.

• Learning Catalytics – a “bring your own device” student engagement, assessment, and classroom intelligence system helps instructors analyze students’ critical-thinking skills during lecture.

• Dynamic Study Modules (DSMs) – through adaptive learning, students get personalized guidance where and when they need it most, creating greater engagement, improving knowledge retention, and supporting subject-matter mastery. Also available on mobile devices.

• Business Today – bring current events alive in your classroom with videos, discussion questions, and author blogs. Be sure to check back often, this section changes daily.

• Decision-making simulations – place your students in the role of a key decision maker. The simulation will change and branch based on the decisions students make, providing a variation of scenario paths. Upon completion of each simulation, students receive a grade, as well as a detailed report of the choices they made during the simulation and the associated consequences of those decisions.

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Today’s students are holding the future of business communication in their hands As another disruptive technology redefines business communication, Bovée and Thill are once again the first to respond with current, comprehensive, and fully integrated coverage.

Just as Bovée and Thill pioneered coverage of the social media revolution, they now lead the market with up-to-the-minute coverage of mobile business communication.

The mobile revolution: key facts and figures Smart business leaders know they must adapt and respond to the rise of mobile usage by consumers and employees:2

• For millions of people, a mobile device is their primary way, if not their only way, to access the Internet. • Globally, 80 percent of Internet users access the web at least some of the time with a mobile device. • Mobile has become the primary communication tool for many business professionals, including a majority of

executives under age 40. • Email and web browsing rank first and second in terms of the most common nonvoice uses of smartphones. • More email messages are now opened on mobile devices than on PCs. • Roughly half of U.S. consumers use a mobile device exclusively for their online search needs. • Many online activities that eventually migrate to a PC screen start out on a mobile screen.

“Mobile is the most disruptive technology that I have seen in 48 years in Silicon Valley.”1

—Venture capitalist Joe Schoendorf

Bovée and Thill’s coverage of mobile business communication includes these important topics:

• The Mobile Revolution • The Rise of Mobile as a Communication Platform • How Mobile Technologies Are Changing Business

Communication • Collaboration via Mobile Devices • Business Etiquette Using Mobile Devices • The Unique Challenges of Communication

on Mobile Devices • Writing Messages for Mobile Devices • Designing Messages for Mobile Devices • Optimizing Content for Mobile Devices • Visual Media on Mobile Devices • Creating Promotional Messages for Mobile Devices • Integrating Mobile Devices in Presentations

REAL-TIME UPDATES

Learn More by Visiting this Website

The mobile revolution by the numbers

Explore dozens of statistical measures that show the impact of mobile communication. Go to http://real-timeupdates .com/bce7. Under “Students,” click on “Learn More.”

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Integrated coverage and student activities As with social media, the changes brought about by mobile run far deeper than the technology itself. Successful communication on mobile devices requires a new approach to planning, writing, and designing messages.

With in-depth, integrated coverage of the challenges and opportunities that mobile presents, Business Communication Essentials, 7th Edition, helps students adapt their personal use of mobile devices to the unique demands of business communication. Through a variety of annotated model messages, questions, activities, and cases, students will gain valuable skills in the art of communicating via mobile devices.

With realistic examples, pointers to dozens of business communication apps, and a full range of questions and projects, Business Communication Essentials highlights the best current practices in mobile business communication.

The text from this conventional report page is too small to read on a phone screen.

However, zooming in to read forces the reader to lose context and repeatedly hunt around to find all the pieces of the page.

Optimizing for mobile includes writing short headlines that get right to the point.

This introduction conveys only the information readers need in to grasp the scope of the article.

All the key points of the documents appear here on the first screen.

Readers who want more detail can swipe down for background information on the five points.

MOBILE APPS

Pocket Letter Pro includes templates for a variety of letter types to simplify writing business letters on your mobile device.

CHAPTER 6 Crafting Messages for Digital Channels 155

Cases

Website links for selected companies mentioned in cases can be found in the Student Assignments section at http://real- timeupdates.com/bce7 .

SOCIAL NETWORKING SKILLS

6-26. Media Skills: Social Networking; Media Skills: Micro- blogging [LO-2] [LO-6] Foursquare is one of the leading pro- viders of location-based social networking services. Millions of people use Foursquare for social engagement and friendly com- petition, and many business owners are starting to recognize the marketing potential of having people who are on the move in local areas broadcasting their locations and sharing information about stores, restaurants, clubs, and other merchants. Your task: Review the information on Foursquare’s Merchant Platform. Now write four brief messages, no more than 140 char- acters long (including spaces). The first should summarize the benefits to stores, restaurants, and other “brick and mortar” busi- nesses of participating in Foursquare, and the next three messages should convey three compelling points that support that overall benefit statement. If your class is set up with private Twitter ac- counts, use your private account to send your messages. Other- wise, email your four messages to your instructor or post them on your class blog, as your instructor directs.

SOCIAL NETWORKING SKILLS

6-27. Media Skills: Social Networking; Online Etiquette [LO-2] , Chapter 2 Employees who take pride in their work are a practically priceless resource for any business. However, pride can sometimes manifest itself in negative ways when employees come under criticism—and public criticism is a fact of life in so- cial media. Imagine that your company has recently experienced a rash of product quality problems, and these problems have gen- erated some unpleasant and occasionally unfair criticism on a va- riety of social media sites. Someone even set up a Facebook page specifically to give customers a place to vent their frustrations.

You and your public relations team jumped into action, responding to complaints with offers to provide replacement products and help customers who have been affected by the qual- ity problems. Everything seemed to be going as well as could be expected, when you were checking a few industry blogs one eve- ning and discovered that two engineers in your company’s prod- uct design lab have been responding to complaints on their own. They identified themselves as company employees and defended their product design, blaming the company’s production depart- ment and even criticizing several customers for lacking the skills needed to use such a sophisticated product. Within a matter of minutes, you see their harsh comments being retweeted and re- posted on multiple sites, only fueling the fire of negative feedback against your firm. Needless to say, you are horrified. Your task: You manage to reach the engineers by private message and tell them to stop posting messages, but you realize you have a serious training issue on your hands. Write a post for the internal company blog that advises employees on how to

respond appropriately when they are representing the company online. Use your imagination to make up any details you need.

SOCIAL NETWORKING SKILLS

6-28. Media Skills: Social Networking [LO-2] Social media can be a great way to, well, socialize during your college years, but employers are increasingly checking up on the online activities of potential hires to avoid bringing in employees who may reflect poorly on the company. Your task: Team up with another student and review each other’s public presence on Facebook, Twitter, Flickr, blogs, and any other website that an employer might check during the interview and recruiting process. Identify any photos, videos, messages, or other material that could raise a red flag when an employer is evaluating a job candidate. Write your teammate an email message that lists any risky material.

EMAIL SKILLS/ PORTFOLIO BUILDER

6-29. Media Skills: Email [LO-4] One-quarter of all motor vehicle accidents that involve children under age 12 are side- impact crashes—and these crashes result in higher rates of inju- ries and fatalities than those with front or rear impacts. Your task: You work in the consumer information department at Britax, a leading manufacturer of car seats. Your manager has asked you to prepare an email message that can be sent out whenever parents request information about side-impact crashes and the safety features of Britax seats. Start by researching side- impact crashes on the Britax website. Write a three-paragraph message that explains the seriousness of side-impact crashes, describes how injuries and fatalities can be minimized in these crashes, and describes how Britax’s car seats are designed to help protect children in side-impact crashes. 57

EMAIL SKILLS / MOBILE SKILLS

6-30. Media Skills: Email [LO-4] The size limitations of smartphone screens call for a different approach to writing (see page 97 ) and formatting (see page 118 ) documents. Your task: On the website of any company that interests you, find a news release (some companies refer to them as press releases ) that announces the launch of a new product. Using Pages or any other writing app at your disposal, revise and format the material in a way that would be effective on smartphone screens.

IM SKILLS

6-31. Media Skills: IM; Compositional Modes: Tutorials [LO-1] [LO-5] High-definition television can be a joy to watch—but, oh, what a pain to buy. The field is cluttered with competing technologies and arcane terminology that is meaningless to most consumers. Moreover, it’s nearly impossible to define one techni- cal term without invoking two or three others, leaving consum- ers swimming in an alphanumeric soup of confusion. As a sales

334 PART 4 Longer Business Messages

that anyone involved with this topic should know about. Prepare a 10-minute presentation that introduces the topic, comments on its importance to the U.S. economy, and discusses the issues you’ve identified. Assume that your audience is a cross-section of business managers who don’t have any particular experience in the topic you’ve chosen.

PRESENTATION SKILLS / PORTFOLIO BUILDER

12-22. Presentations: Designing Presentation Visuals [LO-4] Depending on the sequence your instructor chose for this course, you’ve probably covered 8 to 10 chapters at this point and learned or improved many valuable skills. Think through your progress and identify five business communication skills that you’ve either learned for the first time or developed during this course. Your task: Create a Prezi or slide presentation that describes each of the five skills you’ve identified. Be sure to explain how each skill could help you in your career. Use any visual style that you feel is appropriate for the assignment.

PRESENTATION SKILLS / MOBILE SKILLS

12-23. Presentations: Designing Presentation Visuals; Mobile Media [LO-4] On SlideShare or any other source, find a business presentation on any topic that interests you. Your task: Re-create the first five slides in the presentation in a manner that will make them more mobile-friendly. Create as many additional slides as you need.

PRESENTATION SKILLS / TEAM SKILLS

12-24. Planning, Designing, and Creating Presentation Slides; Collaboration: Team Projects [LO-1] , [LO-2] , [LO-3] , [LO-4] , Chapter 2 Changing a nation’s eating habits is a Herculean task, but the physical and financial health of the United States depends on it. You work for the USDA Center for Nutrition Policy and Promotion, and it’s your job to educate people on the dangers of unhealthy eating and the changes they can make to eat more balanced and healthful diets. Your task: Visit http://real-timeupdates.com/bce7 , click on Student Assignments, and download Chapter 12 Case ( Dietary Guidelines for Americans ). With a team assigned by your instructor, develop a 10- to 15-minute presentation that conveys the key points from Chapter 3 of the Guidelines , “Food and Food Components to Reduce.” The objectives of your presentation are to alert people to the dangers of excessive consumption of the five components discussed in the chapter and to let them know what healthy levels of consumptions are. This chapter has a lot of information, but you don’t need to pack it all into your presentation; you can assume that the chapter will be available as a handout to anyone who attends your presentation. Along with your presentation, draft speaking notes that someone outside your team could use to give the presentation. You can use images from the Guidelines PDF, the websites of the U.S. Department of Agriculture and the U.S. Department of Health and Human Services, or a nongovernment source such as Creative Commons. Cite all your image sources and make sure you follow the usage and attribution guidelines for any photos you find on nongovernment sites.

PRESENTATION SKILLS / SOCIAL NETWORKING SKILLS

12-18. Presentations: Planning a Presentation [LO-1] You know those times when you’re craving Thai food or the perfect fruit smoothie, but you don’t know where to go? Or when you’re out shopping or clubbing and want to let your friends know where you are? Foursquare’s location-based services connect you with friends and companies that offer products and services of interest. Your task: Create a brief presentation explaining the Foursquare concept and its features and benefits. List two Foursquare competitors and give a brief assessment of which of the three you would recommend to your classmates.

PRESENTATION SKILLS

12-19. Planning, Designing, and Creating Presentation Slides [LO-1] , [LO-2] , [LO-3] , [LO-4] Not long ago, snowboarding seemed to be on pace to pass skiing as the country’s favorite way to zoom down snowy mountains, but the sport’s growth has cooled off in recent years. 36 Your task: Research and prepare a 10-minute presentation on participation trends in snowboarding and skiing, including explanations for the relative popularity of both sports. Include at least three quotations to emphasize key points in your presentation. Use either structured or free-form slides.

PRESENTATION SKILLS

12-20. Planning, Designing, and Creating Presentation Slides [LO-1] , [LO-2] , [LO-3] , [LO-4] Many companies publish stories of their founding and early years. The computer company Hewlett- Packard (HP), for example, tells the story of how founders Bill Hewlett and Dave Packard started the company in a garage in Palo Alto, California, in 1938, doing anything they could to “bring in a nickel.” That garage is now preserved as “the birthplace of Silicon Valley,” which helps maintain HP’s image as a technology pioneer. 37 Your task: Choose a company that has been in business for at least two decades and prepare a 10-minute presentation on its history.

PRESENTATION SKILLS / TEAM SKILLS

12-21. Presentations: Planning a Presentation [LO-1] In your job as a business development researcher for a major corpo- ration, you’re asked to gather and process information on a wide variety of subjects. Management has gained confidence in your research and analysis skills and would now like you to begin mak- ing regular presentations at management retreats and other func- tions. Topics are likely to include the following: ● Offshoring of U.S. jobs ● Foreign ownership of U.S. firms ● Employment issues involving workers from other countries ● Tax breaks offered by local and state governments to attract

new businesses ● Economic impact of environmental regulations Your task: With a team assigned by your instructor, choose one of the topics from the list and conduct enough research to familiarize yourself with the topic. Identify at least three important issues

1. “The Mobile Revolution Is Just Beginning,” press release, Word Economic Forum, 13 September 2013, www.weforum.org.

2. “More Than Nine in 10 Internet Users Will Go Online via Phone,” eMarketer, 6 January 2014, www.emarketer.com; Christina “CK” Kerley, The Mobile Revolution & B2B, white paper, 2011, www.b2bmobilerevolution.com; Jordie can Rijn, “The Ultimate Mobile Email Statistics Overview,” Emailmonday.com, accessed 9 February 2014, www.emailmonday.com; Jessica Lee, “46% of Searchers Now Use Mobile Exclusively to Research [Study],” Search Engine Watch, 1 May 2013, http://searchenginewatch.com.

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seVenth eDition business

Communication essentials

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Courtland L. Bovée ProFessor oF business CoMMuniCation

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gLobaL CoMMuniCation strategies

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Library of Congress Cataloging-in-Publication Data Bovée, Courtland L. Business communication essentials: a skills-based approach / Courtland L. Bovée and John V. Thill. — Seventh edition. pages cm Includes index. ISBN 978-0-13-389678-7 — ISBN 0-13-389678-1 1. Business communication. 2. Business writing. 3. Business presentations. I. Thill, John V. II. Title. HF5718.B659 2016 658.4’5—dc23 2014034002

10 9 8 7 6 5 4 3 2 1

ISBN 10: 0-13-389678-1 ISBN 13: 978-0-13-389678-7

Vice President, Business Publishing: Donna Battista Editor-in-Chief: Stephanie Wall Acquisitions Editor: Nicole Sam Program Manager Team Lead: Ashley Santora Program Manager: Denise Vaughn Editorial Assistant: Kaylee Rotella Vice President, Product Marketing: Maggie Moylan Director of Marketing, Digital Services and Products:

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vii

Contents in brief

Preface xvii Prologue xxxvii

PART 1 business Communication Foundations 1 1 Professional Communication in Today’s Digital, Social, Mobile World 3 2 Collaboration, Interpersonal Communication, and Business Etiquette 35

PART 2 the three-step Writing Process 57 3 Planning Business Messages 59 4 Writing Business Messages 81 5 Completing Business Messages 107

PART 3 brief business Messages 127 6 Crafting Messages for Digital Channels 129 7 Writing Routine and Positive Messages 161 8 Writing Negative Messages 183 9 Writing Persuasive Messages 211

PART 4 Longer business Messages 235 10 Understanding and Planning Reports and Proposals 237 11 Writing and Completing Reports and Proposals 263 12 Developing and Delivering Business Presentations 309

PART 5 employment Messages and Job interviews 337 13 Building Careers and Writing Résumés 339 14 Applying and Interviewing for Employment 367

appendix A Format and Layout of Business Documents 397 appendix B Documentation of Report Sources 413 appendix C Correction Symbols 419

handbook of grammar, Mechanics, and usage 423 answer Keys 455 index 459

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ix

Contents

Preface xvii Prologue xxxvii

PART 1 business Communication Foundations 1

1 Professional Communication in Today’s Digital, Social, Mobile World 3

CoMMuniCation Matters . . . 3

understanding Why Communication Matters 4 Communication Is Important to Your Career 4 Communication Is Important to Your Company 5 What Makes Business Communication Effective? 5

Communicating as a Professional 6 Understanding What Employers Expect from You 8 Communicating in an Organizational Context 8 Adopting an Audience-Centered Approach 8

exploring the Communication Process 9 The Basic Communication Model 9 The Social Communication Model 10

the Mobile revolution 11 The Rise of Mobile as a Communication Platform 11 How Mobile Technologies Are Changing Business

Communication 12 Committing to ethical Communication 15

Distinguishing Ethical Dilemmas from Ethical Lapses 15 Making Ethical Choices 16

Communicating in a World of Diversity 16 The Advantages and Challenges of a Diverse Workforce 17 Key Aspects of Cultural Diversity 18 Advice for Improving Intercultural Communication 20

using technology to improve business Communication 21