Business Communication Today

2017·22.23 MB·english

by  John V. Thill

®
with MyLab BusinessCommunication
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ALWAYS LEARNING
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Giving Students the Skills and Insights They Need to Thrive
in Today’s Digital Business Environment
The essential skills of writing, listening, collaborating, and public speaking are as important as
ever, but they’re not enough to succeed in today’s business world. As business communication
continues to get rocked by waves of innovation—first digital media, then social media, now
mobile communication, and watch out for the upcoming invasion of chatbots—the nature of
communication is changing. And the changes go far deeper than the tools themselves.
●●
In this exciting but complex new world, no other textbook can match the depth and range of
coverage offered by Business Communication Today.
●●
●●
Tools, Techniques, and Insights for
●● Communicating Successfully in a
Mobile, Digital, Social World 
Conventional Promotion: The Social Model:
“We Talk, You Listen” “Let’s Have a Conversation”
Tendencies Tendencies
PublicaLtioenct,u brreoadcast CDoisncvuesrsstioionn COMPOSITIONAL MODES FOR DIGITAL AND SOCIAL MEDIA
Intrusion Permission
Unidirectinal Bidirectional, multidirectional
One to many; mass audience One to one; many to many As you practice using various media and channels in this course, it’s best to focus on the
Control Influence
Low message frequency High message frequency fundamentals of planning, writing, and completing messages, rather than on the specific
InfoFrmewa tciohna nhnoealrsding InfMoramnay tciohna nshnaerlsing details of any one medium or system.2 Fortunately, the basic communication skills required
Static Dynamic
Hierarchical Egalitarian usually transfer from one system to another. You can succeed with written communication
Structured Amorphous
Isolated Collaborative in virtually all digital media by using one of nine compositional modes:
Planned Reactive
Resistive Responsive
Figure 1.7 The Social Communication Model ●● Conversations. Messaging is a great example of a written medium that mimics spoken
The social communication model differs from conventional communication strategies and practices in a conversation. And just as you wouldn’t read a report to someone sitting in your office,
number of significant ways. You’re probably already an accomplished user of many new-media tools, and this
experience will help you on the job. you wouldn’t use conversational modes to exchange large volumes of information or
to communicate with more than a few people at once.
●● Comments and critiques. One of the most powerful aspects of social media is the
EMBRACING THE BACKCHANNEL opportunity for interested parties to express opinions and provide feedback, whether
by leaving comments on a blog post or reviewing products on an e-commerce site.
Many business presentations these days involve more than just the spoken conversPatrioon ducing Business Videos
between the speaker and his or her audience. Using Twitter and other digital media, audi-
ence members often carry on their own parallel communication during a presentatioNno vmiaat ter what career path you pursue, chances are you’ll have the need or opportunity 6 LEARNING OBJECTIVE
the backchannel, which the presentation expert Cliff Atkinson defines as “a line oft oc opmro-duce (or star in) a business video. For videos that require the highest production Identify the most important
munication created by people in an audience to connect with others inside or outsidqmueoa stlthi tryeo, ucotimnep naeneiedss ,u hsouwalelyve hr,i raen syp beucisainliestsss wcoimthm thuen inceacteosrs wariyth s kmilolsd easntd e qeuqiupimpmenetn ta.n Fdo ar cporondsuidcetiroanti,o anns din p tohset pprroedpurocdtiuocnt ion,
room, with or without the knowledge of the speaker.”29 Chances are you’ve particifpewat beads ic skills can create effective videos. stages of producing basic business
in an informal backchannel already, such as when texting with your classmates or livTeh-e three-step process adapts easily to video; professionals refer to the three steps as videos.
Loifk bel omgasn. yT hlaisrg me ecnourp goivraet iqounisc,k X aecptrchorexees phsma rtsooa aadn luvly aoc rfbtieiootyonk, sp arvoadiulacbtiloe no,n a bnads pico vstipdreood purcotdiounc t(isoene Fteicghunreiq 9u.1es5 )f.o Yr omuo craen d reetfaeirl ,t obu otn hee oref Tdihveid perdo icnetsos opfre cprreoadtiuncgt ivoind,e porso i-s
them. are the key points to consider in all three steps. (A note on terminology: digital video- duction, and postproduction.
The search box lets visitors quickglyr afinpdh pyo shtas so ninherited a number of terms from film that don’t make strict technical sense
topics of interest. but are in common use anyway, including footage to indicate any amount of recorded
A large photo helps draw readersv iind.eo and filming to indicate video recording.)
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(cid:2)(cid:2)(cid:2)(cid:2)(cid:72)(cid:71)(cid:67)(cid:86)(cid:87)(cid:84)(cid:71)(cid:85)(cid:2)(cid:67)(cid:85)(cid:2)(cid:80)(cid:71)(cid:71)(cid:70)(cid:71)(cid:70)(cid:16)
(cid:27)(cid:16)(cid:2)(cid:2)(cid:37)(cid:84)(cid:71)(cid:67)(cid:86)(cid:71)(cid:2)(cid:67)(cid:2)(cid:70)(cid:75)(cid:85)(cid:86)(cid:84)(cid:75)(cid:68)(cid:87)(cid:86)(cid:67)(cid:68)(cid:78)(cid:71)(cid:2)(cid:386)(cid:78)(cid:71)(cid:16)
●●
The Mobile Revolution
The Unique Demands
As much of a game changer as social media have been, some experts predict that mobile
communication will change the nature of business and business communication even of Mobile Business
THE RISE OF MOBILE AS A COMMUNICATION PLATFORM
more. The venture capitalist Joe Schoendorf says that “mobile is the most disruptive
technWolohgeyth tehra itt ’Is heamvea isleinegn, isno 4ci8a ly enaertws ionr kSiinligco, wn aVtaclhleiny.g” 2v1i dTehoes ,r eosre daorcihnegr r Meseaarricbhe,l tLhoep peezr cent- Communication
calls magoeb oilfe c“othmHem bOuigWngiec saMtt itoeOnchB annIoLdlo Emg yeT dsEihaCi fctHo sniNnscuOem tLphOtei oIGnnt IepErenSrfeo tA.r”mR22eEd oCnH mAobNilGe dINevGic eBs cUoSntIiNnuEesS S
Ctoom gproawn.i eFsoC rre OmcoMigllniMoizneUs toNhfe Ip CveaoAlupTele Io Oafr Noinutnedg rtahtein wgo mrlodb, ial em toecbhilneo dloevgiyc, ef rios mth ecior mprmimunaircya w-ay, if
not their only way, to access the Internet. Globally, more than 80 percent of Internet users
access the Twheeb rwisieth o af mmoobbiillee d ceovmicem autn liecaastti osonm hea os fs othme et iombev.i2o4us implications, such as the need
Mobilfeo hr aws ebbesciotems etW oth bee pr mriitmoibanirlyeg cfori meMnmdulyen. iIcfsa ytisoouna’ vtoeg oelv efeorr st mri eafdn oyt obr ubs rioMnwessseo p arb ocfoeinslsveieonn taiDolsn, ael wveibcsitee s
on a tiny screen or fill in complicated online forms using the keypad on your phone,
you know hoOw nferu osbtrvaitoiunsg athdea petxapteiorine ntcoe mcaank eb feo. rU asuerdsi einncceres ausisninggly m exopbeilcet dweevbicsietse si st oto modify the
be mobile fridenesdiglyn, aanndd tlahyeoyu’Drte Eo lfiS kyIeoGluy rNt omI NeasvGsoai gdMe ss iEttoeSs f Sitth AsamtG aaElrleeSnr ’ stFc orOepeRtnim sMiizzeeOsd a BfnoIdrL dmEif ofDberiEelenV.t3 0Iu CseEr Sinterface
features(see Chapter 6). However, modifying your approach to writing is also an important
step. Reading is mIno ared ddiitfifoicnu ltto o mn asmkianlgl sycorueern cso, nantedn ●ct● omnosebqiluee-nfrtileyn udsleyr su’ sainbgil itthy et ow croitminpgr et-ips in Chapter 4
hend what they r(esaede opna gme o1Db0IiG8le)I ,Td AyeoLvu i+c ceSsaO nisC flIooAlwLloe +wr Mt hthOaenBs IeiL●t ● Esits:e oTpnOs DlianAr Ygfoe’Srr msCcaOretMteinnMsgU.1 tN8h IIanCt Af acTocIOtn,N tree nEsetN afVorIcrRh Om NoMbiEleN Tdevices:
●●
●● Thijnokb in- ssmeaalrl cchhu snktrsa. Rteemgieemsb: eMr tahaxtim miozbeil eY uosuerrs Mcoonsbuimlee information one screen
at aT hteim moeb,i lse ob utsrinye sst oco mdimvuindicea tyioonu rerv ●om●luteiosns aisg ceh ainngitnog indheerp cearneedr eanndt t,h ee ainsdyus-ttroy a-sc ao wnhsoulem. Mea nbyi otfe tsh.e Itofo ls you
readthee rwsa yh eamvpelo tyeors srcecrrouiltl n etwh rtaoleungt ahn da● ●t hde owzaye njo bs ccarnedei-ns tcoan pusiee tcoe b utioldg yeotuhr eperr syoonaul rb ramnde asrsea agvaeil,a btlhe easy m obile
dates look for opportunities. Many companies have optimized apps, including blogging platforms, Twitter, Facebook, and
●● Figumre 5i.6gathhetir mcariesesrs y woeubsrit eps ofoirn mto obirle jauccsets sg, a●ivn●de suompe ehnavtei reveelny . LinkedIn.
●● Madkevee logpeend meroobiule sa pupss teh aot off fewr ehveirtyeth sin●pg● afrcome. b aWckghriotuend s pace iDso zaelnws oaf yapsp hs aerel pavfauilalb, leb tuo th eilpt’ wsi tchr viatriiocuas la spects
information on what it’s like to work t●h●ere to application of your job search. Résumé creation apps let you quickly
Optimizing for mobile includes
writing short headlines that get
• right to the point. ●●
• ●●
• This introduction conveys only the ●●
• ●it●nof ogrrmasapti othne r escaodperes onfe tehde ianr toicrdlee.r ●●
●●
●●
•
●● ●●
All the key points of the documents ●●
appear here on the first screen. ●●
●●
FAa i cgvoaunrrieveet yn1 to7iof. nm6a ol bcUiolesn ifanepgrep nMsc aoenb rdoil eoc mloDu.edv-ibcaesse idn sPyrsetesmenst caatino fnrese prese●nte●rs and audiences from the conRsmswtearaaitpidioneent sdr so oo nwwf thnho ef o wfri avbena tcp mkogionrrtoesu .dnedt ainilf ocar-n ●● ●●●●●●●●●● MS Office 365, © Microsoft Software Garden
●●
●●
●● ●●
●● TH●●E FUTURE OF COMMUNICATION ●●
●● ●● ●●
●●
●●
●● Communication Bots ●●
●●
●● The bots are back. Automated bots (short for robots) made a
●●
●● small w●●ave a deTcaHdEe o Fr sUo TagUoR wEhe nO “Fch CatbOoMts”M beUgaNnI aCppA●e●TarI-ON
ing on websites to help companies handle online conversat●i●ons
●● with customtehrs.e Ik eian’st Aenrnna, epetrh aopsf thteh firisnt gchastbot to● ●get
widespread attention, was built to answer routine questions
from customTheers I nlotoerkninetg ofof rT ahdivnigcse (rIeogTa)r dreinfegr st hteo cthhaei nb’isll ifounr-s of devices
niture prodnuoctws. cOotnhneerc ctheadt btoo ttsh feo lIlnotwerende, ts manadrt pthheo nneest wgaoirnkeidn g potential
the future Of cOMMuNIcatION
virtual “voiocfe bhoavt”in ags asilsl ttahnetsse, gaanddg entosn c-ocmha●mt●tuyn bicoattse cwointthi neuaecdh other, feed
data into vast informRateiona wl-arTehimousees, aTnrd ainntersaclta wtiitoh pneo-
●● ple and the physical environment. These “things” range from
simple sensors that mIf eyaosuu’rvee t eemvepr etrraietudr teo, lcoocnavtieornse, ainn da olathnegru age other than you
parameters all the wanya utipv eto t oronbgoutes, ayTnodHu o Ekthn eForw Uc owTmhUpalRte xaE sc yhOsateFlmle nCs.g Oe tMhisM cUanN bIeC. AAsT aI ON
People and animalsl iswteitnhe rI,n ytoeurn heat-vcea tpoa bcolen vseernts othres i(nsucochm iansg sounds to discrete
words and assemble these words into coherent phrases and
Emotion Recognition Software
sentences in order to extract the meaning. And unlike reading
Intriguing Glimpses a written doAcussmesesnint,g y oaun haauvdei etnoc deo’s aelml tohtiiso pnraolc reessspinogn saelm iso astn important
instantaneoustselpy, iwn ijtuhdoguitn tgh teh leu sxuucrcye sosf o gfo minagn bya ccokm omveur nsoicmatei-on efforts. If
into the Future of thing you diydonu’’tr eg eptr.e Asesn ati nspg eaa nkeerw, yidoeua h taov uep tpoe fri nmda nthaeg ermigehnt t, for exam-
ple, you can try to read facial clues and other nonverbal signals
Business Communication  to determine whether the executives seem excited, annoyed,
bored, or anywhere in between.
But what if you’re not there in person and your message has
to stand on its own? How can you judge the audience’s reaction?
This challenge has been taken up by a range of artificial intelli-
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Business
Communication
Today
Fourteenth Edition Global Edition
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
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ISBN 10: 1-292-21534-8
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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 busi-
ness 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
7
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Brief Contents
Preface 21
Prologue 41
PART 1 understanding the foundations of Business
Communication 49
1 Professional Communication in a Digital, Social, Mobile World 51
2 Collaboration, Interpersonal Communication, and Business Etiquette 85
3 Communication Challenges in a Diverse, Global Marketplace 117
PART 2 applying the Three-step Writing Process 143
4 Planning Business Messages 145
5 Writing Business Messages 173
6 Completing Business Messages 201
PART 3 Digital, social, and visual media 227
7 Digital Media 229
8 Social Media 253
9 Visual Media 277
PART 4 Brief messages 311
10 Writing Routine and Positive Messages 313
11 Writing Negative Messages 341
12 Writing Persuasive Messages 377
PART 5 reports and Proposals 409
13 Finding, Evaluating, and Processing Information 411
14 Planning Reports and Proposals 435
15 Writing and Completing Reports and Proposals 463
PART 6 Developing and Delivering Business Presentations 505
16 Developing Presentations in a Social Media Environment 507
17 Enhancing Presentations with Slides and Other Visuals 533
PART 7 Writing employment messages and interviewing for Jobs 559
18 Building Careers and Writing Résumés 561
19 Applying and Interviewing for Employment 593
APPENDIX A Format and Layout of Business Documents 626
APPENDIX B Documentation of Report Sources 640
APPENDIX C Correction Symbols 646
handbook of grammar, mechanics, and usage 649
Brand, organization, name, and Website index 678
subject index 681
9