Transcription
Lesikar's Business CommunicationCONNECTING IH A DIGITAL WORLDTWELFTH EDITIONKathryn RentzUNIVERSITY OF CINCINNATIMarie E. FlatleySAN DIEGO STATE UNIVERSITYPaula LentzUNIVERSITY OF WISCONSIN-EAU CLAIREMcGraw-HillIrwin
Preface vFundamentals of Business Writing 23Introduction lchapter oneCommunication in the Workplace 2The Role of Communication in Business 3The Importance of Communication Skillsto You 3Communication Matters: What BusinessProfessionals Say about Communication 4Why Business Depends upon Communication 4Communication Matters: Peter Drucker on theImportance of Communication in Business 5chapter twoAdaptation and the Selection of Words 24Introductory Situation: Choosing Words ThatCommunicate 2 5The Importance of Adaptation 25Adaptation Illustrated 25Adapting to Multiple Readers 26Suggestions for Selecting Words 27Use Familiar Words 27Communication Matters: And the Most OverusedMarketing Cliche Is . . . 28Prefer Short Words 28Current Challenges for BusinessCommunicators 5Use Slang and Popular Cliches withCaution 29Communication Matters: A Chief MarketingUse Technical Words and Acronyms withCaution 29Officer on the Importance of BuildingTrust 7Communication Matters: Lost inMain Categories of Business Communication 8Communication Networks of theOrganization 10Variation in Communication Activity byBusiness 12The Business Communication Process 13Business Communication as ProblemSolving 13A Model of Business Communication 14Communication Matters: Channel Choice AffectsMessage Success 17Translation 3 0Use Concrete Language 30Technology in Brief: Grammar and StyleCheckers Help Writers with WordSelection 3 1Prefer Active Verbs 32Communication Matters: Everything YouWanted to Know about Active and PassiveVoice 3 3Avoid Overuse of Camouflaged Verbs 34Communication Matters: The Trouble withBusiness Communication: The Bottom Line 19Idioms 3 5Summary by Learning Objectives 19Select Words for Precise Meanings 35Critical Thinking Questions 20Critical Thinking Exercises 21Suggestions for Nondiscriminatory Writing 36Use Gender-Neutral Words 37xvii
Communication Matters: How Diverse Is TooDiverse? 39Leaving Out Unnecessary Detail 62Making Paragraphs Coherent 63Avoid Words That Stereotype by Race,Nationality, or Sexual Orientation 40Avoid Words That Stereotype by Age 40Avoid Words That Typecast Those withDisabilities 40Summary by Learning Objectives 64Communication Matters: The Different Goalsof Different Generations 41chapter fourWriting for a Positive Effect 68Some Final Words about Words 41Summary by Learning Objectives 41Critical Thinking Questions 42Critical Thinking Exercises 43Critical Thinking Questions 65Critical Thinking Exercises 65Introductory Situation: Affecting Human Relationsthrough Writing 69The Importance of a Positive Effect 69Communication Matters: Business Etiquette—ItDepends on Where You Are 70chapter threeConstruction of Clear Sentences andParagraphs 45introductory Situation: Writing Sentences andParagraphs That Communicate 46The Importance of Adaptation 46Care in Sentence Design 46Technology in Brief: Grammar and Style CheckersHelp Writers Identify Cliches, Colloquialisms, andJargon 71Cutting Out "Rubber Stamps" 72You-Viewpoint 73Using Short Sentences 47The You-Viewpoint Illustrated 73Technology in Brief: Readability StatisticsHelp Writers Evaluate Document Length andDifficulty 48A Point of Controversy 74Communication Matters: Avoiding Stringy andSee-Saw Sentences 49Limiting Sentence Content 49Economizing on Words 51Communication Matters: Is That a SurplusWord? 52Communication Matters: The StarbucksStudy 53Determining Emphasis in SentenceDesign 55Giving Sentences Unity 56Wording Sentences Logically 58Communication Matters: Don't MakeMe Laugh 59Care in Paragraph Design 60Giving Paragraphs Unity 60Keeping Paragraphs Short 60Making Good Use of TopicSentences 61xvmConversational Style 70Resisting the Tendency to Be Formal 70ContentsAccent on Positive Language 75Effects of Words 75Examples of Word Choice 75Communication Matters: Parent, Child,or Adult? 77Courtesy 77Tailoring Your Message to YourReader 77Refraining from Preaching 78Doing More Than Is Expected 79Avoiding Anger 79Being Sincere 80The Role of Emphasis 80Emphasis by Position 81Space and Emphasis 81Sentence Structure and Emphasis 81Mechanical Means of Emphasis 82Summary by Learning Objectives 82Critical Thinking Questions 83Critical Thinking Exercises 83
Instant Messaging 107Social Networking 108Summary by Learning Objectives 110Critical Thinking Questions 111Basic Patterns of Business Messages 85chapter fiveThe Writing Process and the Main Forms of BusinessMessages 86Introductory Situation: The Nature of BusinessMessages 87The Importance of Skillful Writing 87The Process of Writing 88Planning the Message 88Drafting 91Revising 92The Importance of Readable Formatting 93Letters 94Letters Denned 95Letter Form 95Letter Formality 96Memorandums (Memos) 96Memorandums Defined 96Memorandum Form 97 7Memorandum Formality 98Memorandum Structure 98Email 98Email Pros and Cons 99The Prefatory Elements 99The Message Beginning 100The Message Structure 100Email Formality 101Traits of Effective Email 102Critical Thinking Exercises 112chapter sixDirectness in Good-News and NeutralMessages 114The Prevalence of Directness in Business 115Preliminary Assessment 115The General Direct Plan 115Beginning with the Objective 115Covering the Remaining Part of theObjective 115Ending with Goodwill 116Routine Inquiries 116Introductory Situation: Routine Inquiries 116Choosing from Two Types ofBeginnings 117Informing and Explaining Adequately 117Structuring the Questions 118Ending with Goodwill 118Communication Matters: Choosing theRight Font 119Reviewing the Order 119Technology in Brief: Picture BulletsAllow Writers to List Equal Items with a Bitof Flair 120Contrasting Examples 120Technology in Brief: Shortcut ToolsHelp Writers Improve Productivity andQuality 124Favorable Responses 125Technology in Brief: Using Good Email EtiquetteHelps Writers Achieve Their Goals 103The Close of the Message 103Communication Matters: Be Careful with"Reply All" 104Emphasis Devices in Email 104Initialisms in Email 104Inappropriate Use of Email 105The Newer Media in Business Writing 106Text Messaging 106Introductory Situation: FavorableResponses 125Identifying the Message Being Answered 125Beginning with the Answer 125Logically Arranging the Answers 126Skillfully Handling the Negatives 126Considering Extras 126Closing Cordially 127Reviewing the Plan 127Contrasting Illustrations 127Contentsxix
Adjustment Grants 128Introductory Situation: AdjustmentGrants 128Considering Special Needs 131Reviewing the Plan 132Contrasting Adjustments 132Order Acknowledgments and Other Thank-YouMessages 133Setting Up the Negative News 161Presenting the Bad News Positively 162Offering an Alternative Solution 162Ending on a Positive Note 162Refused Requests 163introductory Situation: Refused Requests 163Developing the Strategy 163Setting Up the Explanation in the Opening 163Introductory Situation: Order Acknowledgmentsand Other Thank-You Messages 133Presenting the Explanation Convincingly 164Handling the Refusal Positively 164Technology in Brief: Tables Help WritersOrganize Data for Easy Reading 135Using a Compromise When Practical 165Order Acknowledgments 135Fitting the General Plan to Refused Requests 165Directness and Goodwill Building in OrderAcknowledgments 135Contrasting Refusals 166Tact in Order Acknowledgments 136Strategies for Other Thank-You Messages 136Summarizing the Structure of OrderAcknowledgments and Other Thank-YouMessages 137Contrasting Acknowledgments 137Communication Matters: OperationalCommunication: What Employees Value 141Closing with Goodwill 165Claims 167Introductory Situation: Claims 167Using Directness versus Indirectness 167Choosing the Right Tone 167Leading into the Problem in the Beginning 168Describing the Problem Clearly 168Requesting the Correction 169Overcoming Negativeness with a Fair-MindedClose 169Operational Messages 141Introductory Situation: OperationalMessages 141Casual Operational Messages 141Moderately Formal Messages 142Highly Formal Messages 142Summarizing the Structure of OperationalMessages 143Contrasting Examples of OperationalMessages 144Other Direct Message Situations 145Summary by Learning Objectives 145Critical Thinking Questions 147Critical Thinking Exercises 147Outlining the Claim Message 169Contrasting Examples of Claim Messages 169Adjustment Refusals 172Introductory Situation: Adjustment Refusals 172Determining the Strategy 172Setting Up Your Reasoning 172Technology in Brief: Email TemplatesAllow Writers to Reuse and CustomizeMessages 173Making Your Case 173Refusing Positively and ClosingCourteously 174Adapting the General Plan 174Contrasting Adjustment Refusal Messages 174Problem-Solving Cases 148Negative Announcements 177chapter sevenIndirectness in Bad-News Messages 160Situations Requiring Indirectness 161The General Indirect Plan 161Using a Strategic Buffer 161xxContentsIntroductory Situation: NegativeAnnouncements 177Determining the Strategy 178Setting Up the Bad News 178Positively Presenting the Bad News 178
Focusing on Next Steps or RemainingBenefits 178Closing on a Positive or EncouragingNote 178Reviewing the Plan 178Communication Matters: Balance, Not "Spin,"Determining the Makeup of the Mailing 208Gaining Attention 210Holding Attention in the Opening 210Building a Persuasive Case 211Stressing the You-Viewpoint 213Choosing Words Carefully 213in Negative Announcements 180Communication Matters: The Importance ofContrasting Negative Announcements 180Using Directness in Some Cases 181Other Indirect Messages 182Vividness in Sales Messages 2 1 4Including All Necessary Information 214Communication Matters: Persuasive StrategiesSummary by Learning Objectives 182Vary across Cultures 2 1 7Critical Thinking Questions 183Driving for the Sale 217Critical Thinking Exercises 183Adding a Postscript 219Offering Name Removal to Email Readers 219Problem-Solving Cases 184chaptereightIndirectness in Persuasive Messages 194The Rationale for Indirectness 195General Advice about Persuasion 195Know Your Readers 195Choose and Develop Targeted ReaderBenefits 195Make Good Use of Three Kinds of Appeals 196Make It Easy for Your Readers to Comply 197Persuasive Requests 197Introductory Situation: PersuasiveRequests 197Determining the Persuasive Plan 197Gaining Attention in the Opening 199Developing the Appeal 199Making the Request Clearly and Positively 199Reviewing the General Sales Plan 219Evaluating Contrasting Examples 219Proposals 221Introductory Situation: Proposals 221Technology in Brief: Visuals Help Business WritersAdd Interest to Sales Messages 2 2 2Types of Proposals 222Communication Matters: Wise Words froma Professional Proposal Writer 2 2 6Proposal Format and Contents 226Communication Matters: The Seven Deadly Sinsof Proposal Writing 117Summary by Learning Objectives 236Critical Thinking Questions 238Critical Thinking Exercises 239Problem-Solving Cases 241Communication Matters: The Ingredients ofSuccessful Fund-Raising 2 0 0chapterSummarizing the Plan for Requests 200Communicating in the Job-Search Process 249Contrasting Persuasive Requests 200Sales Messages 204Introductory Situation: Sales Messages 204Questioning the Acceptability of SalesMessages 205Preparing to Write a Sales Message 206Determining the Central Appeal 206Communication Matters: The Growing Popularityof White Papers 2 0 7nineIntroductory Situation: The Job-SearchProcess 2 5 0The Job Search 250Building a Network of Contacts 250Obtaining an Internship 251Identifying Appropriate Jobs 251Finding Your Employer 253Technology in Brief: Webpage Profiles Can Workfor You 2 5 5Contentsxxi
Preparing the Application Documents 256Introductory Situation: Resumes andApplications 256Constructing the Resume 257Traditional Print Resume 257Scannable Print Resume 266Digital Resume 277Communication Matters: Words of Wisdom: Stickwith the Truth 179Writing the Cover Message 279Print Cover Letters 279Communication Matters: Developing aProfessional Portfolio 285Technology in Brief: Websites Offer ValuableInterview Advice 287Email Cover Messages 289Handling the Interview 290Investigating the Company 290Making a Good Appearance 290Anticipating Questions and Preparing Answers 291Putting Yourself at Ease 293Helping to Control the Dialogue 293Communication Matters: Some Quotes onThank-you Notes by Today's Businesspeople 294Following Up and Ending the Application 294Other Job-Search Messages 295Continuing Job-Search Activities 296Summary by Learning Objectives 297Critical Thinking Questions 299Critical Thinking Exercises 299Problem-Solving Cases 300Defining Reports 307Determining the Report Purpose 308The Preliminary Investigation 308Need for a Clear Statement of the Problem 308Communication Matters: Report-WritingPractices and the Sarbanes-Oxley Act 309Determining the Factors 309Use of Subtopics in Information Reports 309Hypotheses for Problems RequiringSolution 310Bases of Comparison in Evaluation Studies 310Gathering the Information Needed 311Technology in Brief: Citation ManagersHelp Writers Cite and Document Their ReportSources 312Interpreting the Findings 312Advice for Avoiding Human Error 313Appropriate Attitudes and Practices 314Statistical Tools for Data Analysis 315Organizing the Report Information 315The Nature and Benefits of Outlining 315Technology in Brief: Software Tools Assistthe Writer in Both Identifying Factors andOutlining 316Organization by Division 317Division by ConventionalRelationships 317Combination and Multiple DivisionPossibilities 319From Outline to Table of Contents 320Writing the Report 324Beginning and Ending 324Being Objective 325Communication Matters: Formal, Informal, orSomewhere in Between? 326Being Consistent with Time 326Including Transitions 327Fundamentals of Report Writing 305Communication Matters: Choice Lines Gleanedfrom Accident Reports Submitted to InsuranceCompanies 328chapter tenBasics of Report Writing 306Maintaining Interest 329Introductory Situation: Report Writing 307Reports and Your Future 307xxuContentsCollaborative Report Writing 329Communication Matters: Does Your Group HaveEmotional Intelligence? 330
Determining the Group Makeup 330Creating the Ground Rules 330Choosing the Means of Collaboration 331Making a Project Plan 331Components of Long, Formal Reports 369The Report Introduction 370Technology in Brief: Using a Table of ContentsGenerator for Speed and Accuracy 3 72Technology in Brief: Comment and ReviewThe Report Body 373Tools Help Writers Track Changes to TheirDocuments 3 3 2The Ending of the Report 373Appended Parts 374Writing the Report 332Summary by Learning Objectives 333Critical Thinking Questions 336Critical Thinking Exercises 336chapter elevenTypes of Business Reports 338Introductory Situation: Types of BusinessReports 339An Overview of Report Components 339The Report Classification Plan 339The Report Components 340Communication Matters: Creating a Report Titlewith the SWsandl H 341Characteristics of Shorter Reports 345Little Need for Introductory Information 345Predominance of the Direct Order 345Communication Matters: Tips from a ProfessionalExplainer 347Technology in Brief: Templates Help WritersFormat Reports 348More Personal Writing Style 349Less Need for a Structured Coherence Plan 349Forms of Shorter Reports 349The Short Report 349Letter Reports 359Communication Matters: KnowledgeManagement Gives Companies the CompetitiveEdge 362Email Reports 362Types of Short Reports 364Routine Operational Reports 364Progress Reports 364Problem-Solving Reports 365Audit Reports 366Meeting Minutes 367The Structural Coherence Plan 374The Long Analytical Report Illustrated 376Summary by Learning Objectives 393Critical Thinking Questions 395Critical Thinking Exercises 395Problem-Solving Cases 397Additional Topics for Reports 407chapter twelveGraphics in Reports and Other Documents 413Introductory Situation: Graphics in Reports andOther Documents 414Planning the Graphics 414Determining the General Mechanicsof Construction 414Size 415Layout 415Type 415Rules and Borders 416Color and Cross-Hatching 416Clip Art 416Background 416Communication Matters: Adding Some"Sparkflines)" to Your Text 4 1 7Numbering 417Construction of Titles and Captions 418Placement of Titles and Captions 418Footnotes and Acknowledgments 418Constructing Textual Graphics 419Tables 419Pull Quotes 420Bullet Lists 420Flowcharts and Process Charts 421Constructing Visual Graphics 423Bar and Column Charts 423Pictographs 426Contentsxxm
Pie Charts 427Using the Phone 453Line Charts 427Scatter Diagrams 429Maps 429Combination Charts 431Three-Dimensional Graphics 431Photographs 432Other Graphics 433Visual Integrity 433Communication Matters: Subjective Interpretationsof Color by Different Audiences 43 5Communication Matters: The Periodic Tableof Visualization Methods 437Professional Voice Quality 453Courtesy 453Effective Phone Procedures 455Effective Voice Mail Techniques 455Cell Phones and Their Courteous Use 455Using Speech Recognition for Messagesand Reports 456Techniques of Dictating 45 7Illustration 457Listening 458The Nature of Listening 458Placing and Interpreting the Graphics 439Communication Matters: What's in aHandshake? 459Summary by Learning Objectives 440Improving Your Listening Ability 459Critical Thinking Questions 441Critical Thinking Exercises 441The Reinforcing Role of NonverbalCommunication 461The Nature of Nonverbal Communication 461Types of Nonverbal Communication 462Summary by Learning Objectives 464Critical Thinking Questions 466Critical Thinking Exercises 467chapter fourteenOral Reporting and Public Speaking 469Oral Forms of BusinessCommunication 443chapter thirteenOral and Interpersonal Communication 444Introductory Situation: Oral Communicationon the Job 445Introductory Situation: Formal Speaking 470Mastering Formal Speaking 470Reporting Orally 470Defining Oral Reports 470The Prevalence of Oral Communication 445Understanding the Differences between Oraland Written Reports 471Informal Talking 445Planning the Oral Report 471Technology in Brief: Voice Input Saves WritersTime Creating Documents 446Elements of Good Talking 446Communication Matters: How Executives Feelabout Graduates' Communication Skills 447Communication Matters: VirtualPresentations 474Courtesy in Talking 447Choosing the Presentation Method 476Conducting and Participating in Meetings 448Techniques of Conducting Meetings 448Technology in Brief: Collaborative Tools SupportVirtual Meetings 449Techniques for Participating in a Meeting 451XXIVMaking Formal Speeches 472Selecting the Topic 472Preparing the Presentation 472ContentsPreparing to Speak 476Technology in Brief: Presentation Delivery ToolsHelp You Convey Your Message Effectively 477Audience Analysis 477Consideration of Personal Aspects 478
Appearance and Physical Actions 479Problems of Language 507Voice 481Lack of Language Equivalency 507Communication Matters: PowerPoint KeyboardShortcuts 482Communication Matters: Blundering withWords 508Visuals 483A Summary List of Speaking Practices 487Difficulties with English 509Giving Team (Collaborative) Presentations 487Presenting Virtually 488Defining Virtual Presentations 489Delivering Virtual Presentations 489Summary by Learning Objectives 490Critical Thinking Questions 491Critical Thinking Exercises 492Advice for Communicating AcrossCultures 511Do Your Research 511Know Yourself and Your Company 513Be Aware—and Wary—of Stereotypes 513Adapt Your English to Your Audience 514Be Open to Change 514Summary by Learning Objectives 515Critical Thinking Questions 515Critical Thinking Exercises 516chapter sixteenCorrectness of Communication 517Introductory Situation: The Effects of Correctnesson Communication 518Cross-Cultural Communication,Correctness, Technology, Research 495chapter f i f t e e nCross-Cultural Communication 496Introductory Situation: Cross-CulturalCommunication 497The Growing Importance of Cross-CulturalCommunication 497Dimensions of Cultural Difference 498Technology in Brief: Web Tools for Cross-CulturalCommunication 499The Importance of Correctness 518The Nature of Correctness 518Communication Matters: Can You Detect theDifference that Punctuation Makes ? 519Standards for Punctuation 519Apostrophe: Apos 1 519Apos2 520Apos3 520Brackets: Bkts 520Colon: Cln 1 520Cln2 521Body Positions and Movements 500Comma: Cma 1 521Cma 2-1 521Communication Matters: Carefully Present andReceive a Business Card in Japan 501Cma 2-2 522Views and Practices Concerning Factors ofHuman Relationships 502Cma 3 522Cma 4-1 522Cma 4-2 523Communication Matters: High-Context versusLow-Context Cultures: Edward T. Hall 503Cma 4-3 523Communication Matters: Five Dimensions ofCulture: Geert Hofstede 505Cma 5-1 523Cma 5-2 524Communication Matters: Linear-actives, Multiactives, and Reactives: Richard D. Lewis 506Cma 6-1 524Cma 6-2 524Dash:Dshl 524Effects on Business Communication 506Cma 4-4 523ContentsXXV
Dsh2 524Tns 5 537Exclamation Mark: Ex 525Hyphen: Hpn 1 525Hpn2-1 525Hpn 2-2 525Word Use: WU 537Wrong Word: WW 538Hpn 2-3 525Italics: Ital 1 525Technology-in Brief: Using the Internet toImprove Your Grammar 5 2 6 Ital 2 527Ital 3 527Parentheses: Parens 527Period: Pd 1 527Pd2 527Pd3 527Question Mark: Q 528Quotation Marks: QM 1 528QM2 528QM3 528QM4 528Technology in Brief: Hyphen, Small Dash, orBig Dash? 529Semicolon: SC 1 529SC2 530SC3 530SC4 530No 1 538No 2 539No 3 539No 4 539No 5 539No 6 539No 7 539No 8 540No 9 540No 10 540No 11 540Spelling: SP 540Rules for Word Plurals 540Other Spelling Rules 541Capitalization: Cap 542Critical Thinking Questions 543A Self-Administered Diagnostic Test ofCorrectness 544chapter seventeenTechnology-Enabled Communication 545Standards for Grammar 530Adjective-Ad verb Confusion: AA 530Subject-Verb Agreement: Agmt SV 531Adverbial Noun Clause: AN 532Awkward: Awk 532Dangling Modifiers: Dng 532Misplaced Modifiers: Mispl 533Mixed Construction: MixCon 533Incomplete Constructions: IncCon 533Sentence Fragment: Frag 533Pronouns: Pn 1 534Pn2 535Pn3 535Parallelism: Prl 536Tense: Tns 536Tns1 536Tns2 536Tns 3 537Tns 4 537XXVIStandards for the Use of Numbers: No 538Introductory Situation: Using Technology inCommunication Tasks 5 4 6Technological Support for Writing Tasks 546Tools for Constructing Messages 546Computer Tools for Planning 546Computer Tools for Gathering and CollectingInformation 549Computer Tools for Analyzing andOrganizing 552Computer Tools for Drafting 552Computer Tools for Revising andEditing 554Technology in Brief: Backing Up Frequently Is theWriter's Responsibility 555Print versus Online Documents 557Comparing Print and Online Text 558Organizing Content 558Presenting the Content 558Making Your Products Accessible 559Contents
Computer Tools for Creating ElectronicDocuments 559Using the Observation Technique 587Computer Tools for Collaboration 561Collaborative Writing Programs 562Discussion Boards 562Technology in Brief: Survey Tools HelpWriters Lay Out, Analyze, and Report Results ofQuestionnaires 590A Look to the Future 563Conducting Focus Groups 597Conducting Personal Interviews 597Evaluating and Reporting Data 597Conducting Ethical Business Research 598Summary by Learning Objectives 564Critical Thinking Questions 565Critical Thinking Exercises 565Collecting Information by Survey 589Summary by Learning Objectives 598chapter e i g h t e e nCritical Thinking Questions 601Business Research Methods 566Critical Thinking Exercises 602Introductory Situation: Business ResearchMethods 567Conducting Business Research 567Secondary Research 567Finding Publication Collections 568Taking the Direct Approach 569Using Indirect Methods 575Technology in Brief: Doing More Efficient RepeatSearching through Favorites 583Evaluating Websites 583Primary Research 584Choosing Your Research Strategy 584Searching through Company Records 585Conducting an Experiment 585appendicesA Corrections for the Self-AdministeredDiagnostic Test of Correctness 603B Physical Presentation of Letters, Memos, andReports 605C General Grading Checklists: Punctuation,Grammar, Number, Spelling, Proofreading,Technique, Strategy, and Formatting 621D Special Grading Checklists: Messages andReports 625E Documentation and the Bibliography 629Photo Credits 648Index 649ContentsXXVll
Lesikar's Business Communication CONNECTING IH A DIGITAL WORLD TWELFTH EDITION Kathryn Rentz UNIVERSITY OF CINCINNATI Marie E. Flatley SAN DIEGO STATE UNIVERSITY Paula Lentz UNIVERSITY OF WISCONSIN-EAU CLAIRE McGraw-Hill Irwin. Preface v Introduction l chap
