with MyLab BusinessCommunication®• Reporting Dashboar.docx

with MyLab BusinessCommunication®
• Reporting Dashboard—View, analyze, and report learning
outcomes
clearly and easily, and get the information you need to keep
your
students on track throughout the course with the new Reporting
Dashboard. Available via the MyLab Gradebook and fully
mobile-
ready, the Reporting Dashboard presents student performance
data at the class, section, and program levels in an accessible,
visual
manner.
• Pearson eText—Keeps students engaged in learning on their
own time,
while helping them achieve greater conceptual understanding of
course
material. The worked examples bring learning to life, and
algorithmic
practice allows students to apply the very concepts they are
reading
about. Combining resources that illuminate content with
accessible self-
assessment, MyLab with eText provides students with a
complete digital
learning experience—all in one place.
• Quizzes and Tests—Pre-built quizzes and tests allow you to
quiz students

without having to grade the assignments yourself.
• Video Exercises—These engaging videos explore a variety of
business topics related to the theory students are learning in
class.
Quizzes assess students' comprehension of the concepts covered
in
each video.
• Learning Catalytics™—Is an interactive, student response
tool that uses students' smartphones, tablets, or laptops to
engage them in more sophisticated tasks and thinking. Now
included with MyLab with eText, Learning Catalytics enables
you to generate classroom discussion, guide your lecture,
and promote peer-to-peer learning with real-time analytics.
Instructors, you can:
■ ■■ Pose a variety of open-ended questions that help your
students develop critical thinking skills
■ ■■ Monitor responses to find out where students are
struggling
■ ■■ Use real-time data to adjust your instructional strategy and
try other ways of engaging your students during class
■ ■■ Manage student interactions by automatically grouping
students for discussion, teamwork, and peer-to-peer
learning
A L W A Y S L E A R N I N G
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.
Figure 1.7 The Social Communication Model
The social communication model differs from conventional
communication strategies and practices in a
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.
Tendencies
Publication, broadcast
Lecture
Intrusion
Unidirectinal
One to many; mass audience

Control
Low message frequency
Few channels
Information hoarding
Static
Hierarchical
Structured
Isolated
Planned
Resistive
Conventional Promotion:
“We Talk, You Listen”
The Social Model:
“Let’s Have a Conversation”
Tendencies
Converstion
Discussion
Permission
Bidirectional, multidirectional
One to one; many to many

Influence
High message frequency
Many channels
Information sharing
Dynamic
Egalitarian
Amorphous
Collaborative
Reactive
Responsive
Tools, Techniques, and Insights for
Communicating Successfully in a
Mobile, Digital, Social World
●●
●●
●●
●●
●●
●●

COMPOSITIONAL MODES FOR DIGITAL AND SOCIAL
MEDIA
As you practice using various media and channels in this
course, it’s best to focus on the
fundamentals of planning, writing, and completing messages,
rather than on the specific
details of any one medium or system.2 Fortunately, the basic
communication skills required
usually transfer from one system to another. You can succeed
with written communication
in virtually all digital media by using one of nine compositional
modes:
●● Conversations. Messaging is a great example of a written
medium that mimics spoken
conversation. And just as you wouldn’t read a report to someone
sitting in your office,
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
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.
EMBRACING THE BACKCHANNEL
Many business presentations these days involve more than just
the spoken conversation
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 presentation via
the backchannel, which the presentation expert Cliff Atkinson
defines as “a line of com-
munication created by people in an audience to connect with
others inside or outside the
room, with or without the knowledge of the speaker.”29
Chances are you’ve participated
in an informal backchannel already, such as when texting with
your classmates or live-
●●
●●
●●
●●
●●
Producing Business Videos
No matter what career path you pursue, chances are you’ll have
the need or opportunity
to produce (or star in) a business video. For videos that require
the highest production
quality, companies usually hire specialists with the necessary
skills and equipment. For
most routine needs, however, any business communicator with
modest equipment and a
few basic skills can create effective videos.
The three-step process adapts easily to video; professionals
refer to the three steps as
preproduction, production, and postproduction (see Figure
9.15). You can refer to one of

the many books available on basic video production techniques
for more detail, but here
are the key points to consider in all three steps. (A note on
terminology: digital video-
graphy has inherited a number of terms from film that don’t
make strict technical sense
but are in common use anyway, including footage to indicate
any amount of recorded
video and filming to indicate video recording.)
●●
6
LEARNING OBJECTIVE
Identify the most important
considerations in the preproduction,
production, and postproduction
stages of producing basic business
videos.
The process of creating videos is
divided into preproduction, pro-
duction, and postproduction.
●●
●●
Figure 8.2 Business Applications of Blogging

This Xerox blog illustrates the content, writing style, and
features that make an effective, reader-friendly company blog.
Source: Courtesy of Xerox Corporation.
Like many large corporations, Xerox has a variety
of blogs. This menu give quick access to all of
them.
The search box lets visitors quickly find posts on
topics of interest.
A large photo helps draw readers in.
Readers can subscribe to future posts via email
or RSS newsfeed.
The post title is brief and clear, and it incorporates
key terms likely to trigger hits in search engines
(Internet of Everything and energy).
These links provide access to other posts by this
author and other posts tagged with “innovation.”
Social media share buttons make it easy for
readers to share this post with their followers.
The sidebar lists recent posts and recent com-

ments left by readers.
The post positions the company as an expert in
an important technology field, without overtly
selling Xerox products and services.
H
e
ro
I
m
a
g
e
s
/G
e
tt
y
Im
a
g
e
s
Figure 2.3 Collaboration on Mobile Devices

Mobile connectivity is transforming collaboration activities,
helping teams and work groups stay connected
no matter where their work takes them. For example, this team
was able to discuss and edit a press release
using their tablets in different locations.
C
o
u
rt
e
s
y
o
f
C
a
fe
R
ia
The Unique Demands
of Mobile Business
Communication
Intriguing Glimpses
into the Future of
Business Communication
The Mobile Revolution

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
more. The venture capitalist Joe Schoendorf says that “mobile
is the most disruptive
technology that I have seen in 48 years in Silicon Valley.”21
The researcher Maribel Lopez
calls mobile “the biggest technology shift since the Internet.”22
Companies recognize the value of integrating mobile
technology, from communica-
THE RISE OF MOBILE AS A COMMUNICATION
PLATFORM
Whether it’s emailing, social networking, watching videos, or
doing research, the percent-
age of communication and media consumption performed on
mobile devices continues
to grow. For millions of people around the world, a mobile
device is their primary way, if
not their only way, to access the Internet. Globally, more than
80 percent of Internet users
access the web with a mobile device at least some of the
time.24
Mobile has become the primary communication tool for many
business professionals,
HOW MOBILE TECHNOLOGIES ARE CHANGING
BUSINESS
COMMUNICATION
The rise of mobile communication has some obvious

implications, such as the need
for websites to be mobile friendly. If you’ve ever tried to
browse a conventional website
on a tiny screen or fill in complicated online forms using the
keypad on your phone,
you know how frustrating the experience can be. Users
increasingly expect websites to
be mobile friendly, and they’re likely to avoid sites that aren’t
optimized for mobile.30
Writing Messages for Mobile Devices
One obvious adaptation to make for audiences using mobile
devices is to modify the
design and layout of your messages to fit smaller screen sizes
and different user interface
features(see Chapter 6). However, modifying your approach to
writing is also an important
step. Reading is more difficult on small screens, and
consequently users’ ability to compre-
hend what they read on mobile devices is lower than it is on
larger screens.18 In fact, research
●●
●●
●●
●●
●●
•
•
•
•

•
DESIGNING MESSAGES FOR MOBILE DEVICES
In addition to making your content mobile-friendly using the
writing tips in Chapter 4
(see page 108), you can follow these steps in formatting that
content for mobile devices:
●● Think in small chunks. Remember that mobile users
consume information one screen
at a time, so try to divide your message into independent, easy-
to-consume bites. If
readers have to scroll through a dozen screens to piece together
your message, they
might miss your point or just give up entirely.
●● Make generous use of white space. White space is always
helpful, but it’s critical
●●
●●
●●
●●
●●
●●
●●
●●

●●
●●
Figure 17.6 Using Mobile Devices in Presentations
A variety of mobile apps and cloud-based systems can free
presenters and audiences from the constraints of
a conventional conference room.
DIGITAL + SOCIAL + MOBILE: TODAY’S
COMMUNICATION ENVIRONMENT
The mobile business communication revolution is changing
the way employers recruit new talent and the way job candi-
dates look for opportunities. Many companies have optimized
their careers websites for mobile access, and some have even
developed mobile apps that offer everything from background
information on what it’s like to work there to application
her career and the industry as a whole. Many of the tools you
can use to build your personal brand are available as mobile
apps, including blogging platforms, Twitter, Facebook, and
LinkedIn.
Dozens of apps are available to help with various aspects
of your job search. Résumé creation apps let you quickly
job-search strategies: Maximize Your Mobile
THE FUTURE OF COMMUNICATION
The bots are back. Automated bots (short for robots) made a
small wave a decade or so ago when “chatbots” began appear-

ing on websites to help companies handle online conversations
with customers. Ikea’s Anna, perhaps the first chatbot to get
widespread attention, was built to answer routine questions
from customers looking for advice regarding the chain’s fur-
niture products. Other chatbots followed, smartphones gained
virtual “voicebot” assistants, and non-chatty bots continued
Communication Bots
The Internet of Things (IoT) refers to the billions of devices
now connected to the Internet and the networking potential
of having all these gadgets communicate with each other, feed
data into vast information warehouses, and interact with peo-
ple and the physical environment. These “things” range from
simple sensors that measure temperature, location, and other
parameters all the way up to robots and other complex systems.
People and animals with Internet-capable sensors (such as
the internet of things
S
o
ft
w
a
re
G
a
rd
e
n

●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●

●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
●●
the future Of cOMMuNIcatION
If you’ve ever tried to converse in a language other than you

native tongue, you know what a challenge this can be. As a
listener, you have to convert the incoming sounds to discrete
words and assemble these words into coherent phrases and
sentences in order to extract the meaning. And unlike reading
a written document, you have to do all this processing almost
instantaneously, without the luxury of going back over some-
thing you didn’t get. As a speaker, you have to find the right
Real-Time Translation
●●
●●
●●
●●
Assessing an audience’s emotional response is an important
step in judging the success of many communication efforts. If
you’re presenting a new idea to upper management, for exam-
ple, you can try to read facial clues and other nonverbal signals
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-
Emotion Recognition Software
Figure 5.6a

Optimizing for mobile includes
writing short headlines that get
right to the point.
This introduction conveys only the
information readers need in order
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 infor-
mation on the five points.
M
S
O
ff
ic
e
3
6
5
,

©
M
ic
ro
s
o
ft
This page intentionally left blank
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
Harlow, England • London • New York • Boston • San Francisco
• Toronto • Sydney • Dubai • Singapore • Hong Kong
Tokyo • Seoul • Taipei • New Delhi • Cape Town • São Paulo •
Mexico City • Madrid • Amsterdam • Munich • Paris • Milan

Fourteenth Edition Global Edition
Vice President, Business Publishing: Donna Battista
Director of Portfolio Management: Stephanie Wall
Portfolio Manager: Dan Tylman
Editorial Assistant: Linda Siebert Albelli
Associate Acquisitions Editor, Global Edition: Ishita Sinha
Associate Project Editor, Global Edition: Paromita Banerjee
Vice President, Product Marketing: Roxanne McCarley
Director of Strategic Marketing: Brad Parkins
Strategic Marketing Manager: Deborah Strickland
Product Marketer: Becky Brown
Field Marketing Manager: Lenny Ann Kucenski
Product Marketing Assistant: Jessica Quazza
Vice President, Production and Digital Studio, Arts and
Business: Etain
O’Dea
Director of Production, Business: Jeff Holcomb

Managing Producer, Business: Ashley Santora
Content Producer, Global Edition: Sudipto Roy
Senior Manufacturing Controller, Global Edition: Trudy Kimber
Operations Specialist: Carol Melville
Creative Director: Blair Brown
Manager, Learning Tools: Brian Surette
Content Developer, Learning Tools: Lindsey Sloan
Managing Producer, Digital Studio, Arts and Business: Diane
Lombardo
Digital Studio Producer: Monique Lawrence
Digital Studio Producer: Darren Cormier
Digital Studio Producer: Alana Coles
Media Production Manager, Global Edition: Vikram Kumar
Full-Service Project Management and Composition: SPi Global
Interior Design: SPi Global
Cover Art: lamica / 123RF
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.

Acknowledgments of third-party content appear on the
appropriate page within the text.
PEARSON, ALWAYS LEARNING, MYLAB
BUSINESSCOMMUNICATION® are exclusive trademarks
owned by Pearson Education, Inc. or its affiliates in
the U.S. and/or other countries.
Pearson Education Limited
Edinburgh Gate
Harlow
Essex CM20 2JE
England
and Associated Companies throughout the world
Visit us on the World Wide Web at:
www.pearsonglobaleditions.com
© Pearson Education Limited 2018
The rights of Courtland L. Bovée and John V. Thill to be
identified as the authors of this work have been asserted by
them in accordance with the Copyright,
Designs and Patents Act 1988.
Authorized adaptation from the United States edition, entitled
Business Communication Today, 14th Edition, ISBN 978-0-13-
456218-6 by Courtland L. Bovée

and John V. Thill, published by Pearson Education © 2018.
All rights reserved. No part of this publication may be
reproduced, stored in a retrieval system, or transmitted in any
form or by any means, electronic, mechanical,
photocopying, recording or otherwise, without either the prior
written permission of the publisher or a license permitting
restricted copying in the United Kingdom
issued by the Copyright Licensing Agency Ltd, Saffron House,
6–10 Kirby Street, London EC1N 8TS. 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/.
All trademarks used herein are the property of their respective
owners. The use of any trademark in this text does not vest in
the author or publisher any
trademark ownership rights in such trademarks, nor does the use
of such trademarks imply any affiliation with or endorsement
of this book by such owners.
ISBN 10: 1-292-21534-8
ISBN 13: 978-1-292-21534-1
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British
Library
10 9 8 7 6 5 4 3 2 1

Typeset in Sabon MT Pro by SPi Global
Printed and bound by Vivar in Malaysia
http://www.pearsoned.com/permissions
http://www.pearsonglobaleditions.com
7
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
Dedication

9
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
11
Preface 21
Prologue 41
PART 1
understanding the foundations
of Business Communication 49
1 Professional Communication in a
Digital, Social, Mobile World 51
CommuniCaTion Close-uP aT KLM 51
understanding Why Communication matters 52
Communication Is Important to Your Career 52
Communication Is Important to Your Company 53
What Makes Business Communication Effective? 54
Communicating as a Professional 54

Understanding What Employers Expect from You 56
Communicating in an Organizational Context 57
Adopting an Audience-Centered Approach 57
exploring the Communication Process 58
The Basic Communication Model 58
The Social Communication Model 63
The mobile revolution 64
The Rise of Mobile as a Communication Platform 65
How Mobile Technologies Are Changing Business
Communication 65
using Technology to improve Business
Communication 67
Keeping Technology in Perspective 68
Guarding Against Information Overload 68
Using Technological Tools Productively 68
Reconnecting with People 69
Committing to ethical and legal Communication 74
Distinguishing Ethical Dilemmas from Ethical Lapses 74

Ensuring Ethical Communication 75
Ensuring Legal Communication 77
CommuniCaTion Challenges aT KLM 78
Quick learning guide 79
Test Your Knowledge 81
apply Your Knowledge 81
Practice Your skills 81
expand Your skills 82
ThE FuTurE OF COMMuniCaTiOn The internet of
Things 62
DiGiTaL + SOCiaL + MOBiLE: TODaY’S COMMuniCaTiOn
EnVirOnMEnT it’s all fun and games—and effective
Business Communication 69
2 Collaboration, Interpersonal
Communication, and Business
Etiquette 85
CommuniCaTion Close-uP aT Cemex 85
Communicating effectively in Teams 86
Advantages and Disadvantages of Teams 86

Characteristics of Effective Teams 87
Group Dynamics 88
Collaborating on Communication efforts 91
Guidelines for Collaborative Writing 91
Technologies for Collaborative Writing 91
Giving—and Responding to—Constructive Feedback 94
making Your meetings more Productive 94
Preparing for Meetings 95
Conducting and Contributing to Efficient Meetings 95
Putting Meeting Results to Productive Use 96
using meeting Technologies 98
improving Your listening skills 99
Recognizing Various Types of Listening 99
Understanding the Listening Process 100
Overcoming Barriers to Effective Listening 100
improving Your nonverbal Communication
skills 102
Recognizing Nonverbal Communication 102

Using Nonverbal Communication Effectively 103
Developing Your Business etiquette 104
Business Etiquette in the Workplace 104
Business Etiquette in Social Settings 107
Business Etiquette Online 107
Business Etiquette Using Mobile Devices 108
CommuniCaTion Challenges aT Cemex 109
EThiCS DETECTiVE how Did “We” Turn into “i”? 87
ThE arT OF PrOFESSiOnaLiSM Being a Team
Player 90
COMMuniCaTinG aCrOSS CuLTurES Kiasu 106
Contents

12 Contents
3 Communication Challenges in a
Diverse, Global Marketplace 117
CommuniCaTion Close-uP aT Siemens aG 117
understanding the opportunities and Challenges
of Communication in a Diverse World 118
Opportunities in a Global Marketplace 118
Advantages of a Diverse Workforce 119
The Challenges of Intercultural Communication 119
Developing Cultural Competency 120
Understanding the Concept of Culture 120
Overcoming Ethnocentrism and Stereotyping 121
recognizing variations in a Diverse World 122
Contextual Differences 122
Legal and Ethical Differences 122
Social Differences 123
Nonverbal Differences 124
Age Differences 124
Gender Differences 125

Religious Differences 126
Ability Differences 126
adapting to other Business Cultures 127
Guidelines for Adapting to Any Business Culture 127
Guidelines for Adapting to U.S. Business Culture 127
improving intercultural Communication
skills 128
Studying Other Cultures 129
Studying Other Languages 129
Respecting Preferences for Communication Style 129
Writing Clearly 131
Speaking and Listening Carefully 132
Using Interpreters, Translators, and Translation Software 135
Helping Others Adapt to Your Culture 137
CommuniCaTion Challenges aT Siemens aG 137

COMMuniCaTinG aCrOSS CuLTurES us versus Them:
generational Conflict in the Workplace 125
ThE FuTurE OF COMMuniCaTiOn real-Time
Translation 130
PART 2
applying the Three-step Writing
Process 143
4 Planning Business Messages 145
CommuniCaTion Close-uP aT Wolff Olins 145
understanding the Three-step Writing
Process 146
Optimizing Your Writing Time 147
Planning Effectively 147
analyzing the situation 147
Defining Your Purpose 148
Developing an Audience Profile 148
gathering information 150

Uncovering Audience Needs 151
Finding Your Focus 151
Providing Required Information 151
selecting the Best Combination of media and
Channels 153
The Most Common Media and Channel Options 153
Factors to Consider When Choosing Media and
Channels 157
organizing Your information 160
Defining Your Main Idea 161
Limiting Your Scope 161
Choosing Between Direct and Indirect Approaches 162
Outlining Your Content 163
Building Reader Interest with Storytelling Techniques 165
CommuniCaTion Challenges aT Wolff Olins 168

EThiCS DETECTiVE am i getting the Whole story? 152
ThE arT OF PrOFESSiOnaLiSM maintaining a Confident,
Positive outlook 157
5 Writing Business Messages 173
CommuniCaTion Close-uP aT She Takes on the
World 173
adapting to Your audience: Being sensitive to
audience needs 174
Using the “You” Attitude 174
Maintaining Standards of Etiquette 175
Emphasizing the Positive 176
Using Bias-Free Language 177
adapting to Your audience: Building strong
relationships 178
Establishing Your Credibility 178
Projecting Your Company’s Image 179
adapting to Your audience: Controlling Your style

and Tone 180
Creating a Conversational Tone 180
Using Plain Language 182
Selecting the Active or Passive Voice 182
Composing Your message: Choosing Powerful
Words 183
Understanding Denotation and Connotation 184
Balancing Abstract and Concrete Words 184
Finding Words That Communicate Well 185
Composing Your message: Creating effective
sentences 187
Choosing from the Four Types of Sentences 187
Using Sentence Style to Emphasize Key Thoughts 188
Composing Your message: Crafting unified,
Coherent Paragraphs 189
Creating the Elements of a Paragraph 189
Choosing the Best Way to Develop Each Paragraph 191
Writing messages for mobile Devices 192

CommuniCaTion Challenges aT She Takes on the
World 194
Contents 13
ThE arT OF PrOFESSiOnaLiSM Being Dependable and
accountable 180
6 Completing Business Messages 201
CommuniCaTion Close-uP aT Type Together 201
revising Your message: evaluating the first
Draft 202
Evaluating Your Content, Organization, Style, and Tone 202
Evaluating, Editing, and Revising the Work of Others 205
revising to improve readability 205

Varying Your Sentence Length 206
Keeping Your Paragraphs Short 206
Using Lists to Clarify and Emphasize 207
Adding Headings and Subheadings 208
editing for Clarity and Conciseness 208
Editing for Clarity 208
Editing for Conciseness 210
Producing Your message 212
Designing for Readability 212
Formatting Formal Letters and Memos 215
Designing Messages for Mobile Devices 216
Proofreading Your message 217
Distributing Your message 218
CommuniCaTion Challenges aT Type Together 219

ThE FuTurE OF COMMuniCaTiOn haptic
Technologies 212
PART 3
Digital, social, and visual media 227
7 Digital Media 229
CommuniCaTion Close-uP aT Futurice 229
Digital media for Business Communication 230
Digital and Social Media Options 230
Compositional Modes for Digital and Social Media 231
Optimizing Content for Mobile Devices 233
email 234
Planning Email Messages 235
Writing Email Messages 235
Completing Email Messages 237
messaging 238
Advantages and Disadvantages of Messaging 238
Guidelines for Successful Messaging 239
Website Content 240

Organizing Website Content 240
Drafting Website Content 243
Podcasting 244
Understanding the Business Applications of Podcasting 244
Adapting the Three-Step Process for Successful Podcasting 244
CommuniCaTion Challenges aT Futurice 245
EnVirOnMEnT Will emoticons give Your Career a
frowny face? 236
ThE FuTurE OF COMMuniCaTiOn Telepathic
Communication 241
8 Social Media 253
CommuniCaTion Close-uP aT Starbucks 253
Writing strategies for social media 254

social networks 255
Business Communication Uses of Social Networks 256
Strategies for Business Communication on Social
Networks 260
information- and Content-sharing sites 260
User-Generated Content Sites 261
Content Curation Sites 261
Community Q&A Sites 262
Blogging 262
Understanding the Business Applications of Blogging 263
Adapting the Three-Step Process for Successful Blogging 265
microblogging 267
Wikis 269
Understanding the Wiki Philosophy 269
Adapting the Three-Step Process for Successful Wiki Writing
269
CommuniCaTion Challenges aT Starbucks 270

ThE FuTurE OF COMMuniCaTiOn augmented reality and
virtual reality 261
EnVirOnMEnT Community manager: Keeping a
Company Connected to its stakeholders 263
9 Visual Media 277
CommuniCaTion Close-uP aT GoPro 277
understanding visual Communication 278
The Power of Images 278
The Visual Evolution in Business Communication 279
Visual Design Principles 280
The Ethics of Visual Communication 281
identifying Points to illustrate 284
selecting visuals for Presenting Data 285
Tables 285

Line and Surface Charts 286
14 Contents
Bar Charts, Pictograms, and Gantt Charts 288
Scatter and Bubble Diagrams 290
Pie Charts 290
Data Visualization 290
selecting visuals for Presenting information,
Concepts, and ideas 292
Flowcharts and Organization Charts 292
Maps 292
Illustrations, Diagrams, and Photographs 294
Infographics 294
Producing and integrating visuals 295
Creating Visuals 295
Integrating Visuals with Text 295
Verifying the Quality of Your Visuals 297
Visual Media on Mobile Devices 297

Producing Business videos 299
Step 1: Preproduction 299
Step 2: Production 301
Step 3: Postproduction 302
CommuniCaTion Challenges aT GoPro 303
ThE FuTurE OF COMMuniCaTiOn gestural
Computing 280
EThiCS DETECTiVE solving the Case of the hidden
numbers 283
PART 4
Brief messages 311
10 Writing Routine and Positive
Messages 313
CommuniCaTion Close-uP aT Productivity report 313

strategy for routine requests 314
Stating Your Request up Front 314
Explaining and Justifying Your Request 315
Requesting Specific Action in a Courteous Close 315
Common examples of routine requests 315
Asking for Information and Action 315
Asking for Recommendations 317
Making Claims and Requesting Adjustments 317
strategy for routine and Positive messages 319
Starting with the Main Idea 320
Providing Necessary Details and Explanation 320
Ending with a Courteous Close 321
Common examples of routine and Positive
messages 322
Answering Requests for Information and Action 322
Granting Claims and Requests for Adjustment 322
Providing Recommendations and References 322
Sharing Routine Information 324

Announcing Good News 325
Fostering Goodwill 327
CommuniCaTion Challenges aT Productivity
report 329
EThiCS DETECTiVE solving the Case of the imaginary
good news 320
ThE FuTurE OF COMMuniCaTiOn Communication
Bots 326
11 Writing Negative Messages 341
CommuniCaTion Close-uP aT hailo 341
using the Three-step Writing Process for negative
messages 342
Step 1: Planning a Negative Message 342

Step 2: Writing a Negative Message 344
Step 3: Completing a Negative Message 344
using the Direct approach for negative
messages 345
Opening with a Clear Statement of the Bad News 345
Providing Reasons and Additional Information 345
Closing on a Respectful Note 347
using the indirect approach for negative
messages 347
Opening with a Buffer 347
Providing Reasons and Additional Information 348
Continuing with a Clear Statement of the Bad News 349
Closing on a Respectful Note 350
maintaining high standards of ethics and
etiquette 350
sending negative messages on routine Business
matters 352
Making Negative Announcements on Routine Business

Matters 352
Rejecting Suggestions and Proposals 353
Refusing Routine Requests 353
Handling Bad News About Transactions 353
Refusing Claims and Requests for Adjustment 354
sending negative organizational news 356
Communicating Under Normal Circumstances 356
Responding to Negative Information in a Social Media
Environment 357
Communicating in a Crisis 359
sending negative employment messages 359
Refusing Requests for Employee References and
Recommendation Letters 360
Refusing Social Networking Recommendation Requests 360
Rejecting Job Applications 361
Giving Negative Performance Reviews 362
Terminating Employment 363
CommuniCaTion Challenges aT hailo 364

Contents 15
EThiCS DETECTiVE soft sell–hard results 351
12 Writing Persuasive Messages 377
CommuniCaTion Close-uP aT red ants Pants 377
using the Three-step Writing Process for Persuasive
messages 378
Step 1: Planning Persuasive Messages 378
Step 2: Writing Persuasive Messages 381
Step 3: Completing Persuasive Messages 381
Developing Persuasive Business messages 382
Strategies for Persuasive Business Messages 382
Avoiding Common Mistakes in Persuasive Communication 386
Common Examples of Persuasive Business Messages 388

Developing marketing and sales messages 390
Planning Marketing and Sales Messages 391
Writing Conventional Marketing and Sales Messages 392
Writing Promotional Messages for Social Media 392
Creating Promotional Messages for Mobile Devices 394
maintaining high standards of ethics, legal
Compliance, and etiquette 394
CommuniCaTion Challenges aT red ants
Pants 396
EThiCS DETECTiVE solving the Case of the incredible
Credibility 382
ThE FuTurE OF COMMuniCaTiOn emotion recognition
software 391

PART 5
reports and Proposals 409
13 Finding, Evaluating, and
Processing Information 411
CommuniCaTion Close-uP aT Strategyzer 411
Planning Your research 412
Maintaining Ethics and Etiquette in Your Research 413
Familiarizing Yourself with the Subject 413
Identifying Information Gaps 414
Prioritizing Research Needs 414
Conducting secondary research 414
Evaluating Sources 414
Locating Sources 415
Documenting Your Sources 420
Conducting Primary research 420
Gathering Information with Surveys 420
Gathering Information with Interviews 421
Processing Data and information 423
Quoting, Paraphrasing, and Summarizing 423

Analyzing Numeric Data 424
applying Your findings 425
Summarizing Your Research 426
Drawing Conclusions 426
Making Recommendations 427
Managing Information 427
CommuniCaTion Challenges aT Strategyzer 428
EnVirOnMEnT research on the go with mobile
Devices 419
14 Planning Reports and
Proposals 435
CommuniCaTion Close-uP aT Warby Parker 435

applying the Three-step Writing Process to reports
and Proposals 436
Analyzing the Situation 437
Gathering Information 440
Selecting the Best Media and Channels 440
Organizing Your Information 441
Planning informational reports 443
Organizational Strategies for Informational Reports 444
Creating Successful Business Plans 444
Planning analytical reports 445
Organizational Strategies for Analytical Reports 447
Effective Analytical Reports: An Example 450
Planning Proposals 451
Organizational Strategies for Proposals 452
Effective Proposals: An Example 453
CommuniCaTion Challenges aT Warby Parker 458

EThiCS DETECTiVE solving the Case of the overblown
Proposal 453
15 Writing and Completing Reports
and Proposals 463
CommuniCaTion Close-uP aT WPP 463
Writing reports and Proposals: adapting to Your
audience 464
Being Sensitive to Your Audience’s Needs 464
Building Strong Relationships with Your Audience 466
Controlling Your Style and Tone 466
Drafting report Content 466
Drafting Proposal Content 469
Completing reports and Proposals 472
Producing Formal Reports and Proposals 472
Distributing Reports and Proposals 474
Writing requests for Proposals 477

rEPOrT WriTEr’S nOTEBOOK analyzing a Formal report 479
CommuniCaTion Challenges aT WPP 494
16 Contents
PART 6
Developing and Delivering Business
Presentations 505
16 Developing Presentations in a
Social Media Environment 507
CommuniCaTion Close-uP aT Barnett
international 507
Planning a Presentation 508
Analyzing the Situation 509
Selecting the Best Combination of Media and Channels 511

Organizing a Presentation 512
Crafting Presentation Content 515
Adapting to Your Audience 516
Developing Your Presentation 517
Delivering a Presentation 520
Choosing Your Presentation Method 521
Practicing Your Delivery 521
Preparing to Speak 522
Overcoming Anxiety 522
Handling Questions Responsively 524
incorporating Technology in Your Presentation 525
Embracing the Backchannel 525
Giving Presentations Online 525
CommuniCaTion Challenges aT Barnett
international 527

COMMuniCaTinG aCrOSS CuLTurES making sure Your
message Doesn’t get lost in Translation 511
ThE arT OF PrOFESSiOnaLiSM recovering from
Disasters 523
17 Enhancing Presentations with
Slides and Other Visuals 533
CommuniCaTion Close-uP aT Duarte 533
Planning Your Presentation visuals 534
Selecting the Type of Visuals to Use 534
Verifying Your Design Plans 536
Choosing structured or free-form slides 537
Advantages and Disadvantages of Structured Slides 537
Advantages and Disadvantages of Free-Form Slides 538
Designing effective slides 538
Designing Slides Around a Key Visual 539
Selecting Design Elements 539
Maintaining Design Consistency 542

Creating effective slide Content 542
Writing Readable Content 543
Creating Charts and Tables for Slides 544
Adding Animation and Multimedia 544
Integrating Mobile Devices in Presentations 546
Completing slides and support materials 547
Creating Navigation and Support Slides 548
Creating Effective Handouts 550
CommuniCaTion Challenges aT Duarte 551
ThE FuTurE OF COMMuniCaTiOn holograms 535
ThE arT OF PrOFESSiOnaLiSM Being a Team Player 546
PART 7
Writing employment messages and
interviewing for Jobs 559

18 Building Careers and Writing
Résumés 561
CommuniCaTion Close-uP aT Burning Glass 561
finding the ideal opportunity in Today’s Job
market 562
Writing the Story of You 563
Learning to Think Like an Employer 563
Researching Industries and Companies of Interest 563
Translating Your General Potential into a Specific
Solution
for Each
Employer 565
Taking the Initiative to Find Opportunities 565
Building Your Network 566
Seeking Career Counseling 568

Avoiding Mistakes 568
Planning Your résumé 568
Analyzing Your Purpose and Audience 570
Gathering Pertinent Information 570
Selecting the Best Media and Channels 570
Organizing Your Résumé Around Your Strengths 570
Addressing Areas of Concern 571
Writing Your résumé 572
Keeping Your Résumé Honest 572
Adapting Your Résumé to Your Audience 572
Composing Your Résumé 573
Completing Your résumé 580

Revising Your Résumé 580
Producing Your Résumé 580
Proofreading Your Résumé 583
Distributing Your Résumé 583
CommuniCaTion Challenges aT Burning Glass 585
Contents 17

EnVirOnMEnT Job-search strategies: maximize Your
mobile 566
ThE arT OF PrOFESSiOnaLiSM striving to excel 568
19 Applying and Interviewing for
Employment 593
CommuniCaTion Close-uP aT VMWare 593
submitting Your résumé 594
Writing Application Letters 594
Following Up After Submitting a Résumé 600
understanding the interviewing Process 600
The Typical Sequence of Interviews 600
Common Types of Interviews 601
Interview Media 602

What Employers Look for in an Interview 603
Preemployment Testing and Background Checks 603
Preparing for a Job interview 604
Learning About the Organization and Your Interviewers 604
Thinking Ahead About Questions 605
Boosting Your Confidence 607
Polishing Your Interview Style 607
Presenting a Professional Image 608
Being Ready When You Arrive 610
interviewing for success 611
The Warm-Up 611
The Question-and-Answer Stage 611

The Close 612
Interview Notes 613
following up after the interview 614
Follow-Up Message 614
Message of Inquiry 614
Request for a Time Extension 614
Letter of Acceptance 614
Letter Declining a Job Offer 616
Letter of Resignation 617
CommuniCaTion Challenges aT VMWare 618

COMMuniCaTinG aCrOSS CuLTurES Cross-Cultural
employee selection 609
aPPEnDiX A
Format and Layout of Business Documents 626
first impressions 626
Paper 626
Customization 626
Appearance 626
letters 627
Standard Letter Parts 627
Additional Letter Parts 631

Letter Formats 632
envelopes 634
Addressing the Envelope 634
Folding to Fit 635
International Mail 636
memos 638
reports 638
Margins 638
Headings 638
Page Numbers 639
aPPEnDiX B
Documentation of Report Sources 640
Chicago humanities style 640

In-Text Citation—Chicago Humanities Style 640
Bibliography—Chicago Humanities Style 641
aPa style 643
In-Text Citation—APA Style 643
List of References—APA Style 643
mla style 643
In-Text Citation—MLA Style 643
List of Works Cited—MLA Style 644
aPPEnDiX C
Correction Symbols 646
Content and style 646
grammar, mechanics, and usage 647
Proofreading marks 648

handbook of grammar,
mechanics, and usage 649
Diagnostic Test of english skills 649
assessment of english skills 651
essentials of grammar, mechanics,
and usage 651
1.0 grammar 651
1.1 Nouns 651
1.2 Pronouns 653
1.3 Verbs 655
1.4 Adjectives 659
1.5 Adverbs 660
1.6 Other Parts of Speech 661

1.7 Sentences 662
2.0 Punctuation 666
2.1 Periods 666
2.2 Question Marks 666
2.3 Exclamation Points 666
2.4 Semicolons 666
2.5 Colons 666
2.6 Commas 667
2.7 Dashes 668
2.8 Hyphens 668
2.9 Apostrophes 669
2.10 Quotation Marks 669

2.11 Parentheses and Brackets 670
2.12 Ellipses 670
3.0 mechanics 670
3.1 Capitalization 670
3.2 Underscores and Italics 672
3.3 Abbreviations 672
3.4 Numbers 672
3.5 Word Division 673
18 Contents
4.0 vocabulary 674
4.1 Frequently Confused Words 674
4.2 Frequently Misused Words 675

4.3 Frequently Misspelled Words 676
4.4 Transitional Words and Phrases 677
Brand, organization, name,
and Website index 678
subject index 681
19
real-Time updates—learn more
Real-Time Updates—Learn More is a unique feature
you will see strategically located throughout the text,
connecting you with dozens of carefully selected online
media items. These elements—categorized by the icons
shown below representing interactive websites, online
videos, infographics, PowerPoint presentations, podcasts,
PDF files, and articles—complement the text’s coverage
by providing contemporary examples and valuable insights
from successful professionals.

REAL-TIME UPDATES
learn more BY reaDing This arTiCle
Google’s research into effective teamwork 88
Three factors that distinguish smart teams 89
Ten tips to help resolve workplace conflict 89
The benefits of mobile collaboration 94
Legal aspects of religion in the workplace 126
Study the seven habits of effective intercultural
communicators 134
Building credibility online 178
Ten tips for conversational writing 181
Practical tips for more effective sentences 189

Improve your document designs by learning the fundamentals of
typography 215
Should you email, text, or pick up the phone? 231
Telling compelling stories on social media 232
The security worries behind the surge in business messaging
239
How social media have changed business communication 254
Tips for ensuring a positive Twitter experience 268
Four communication challenges where visuals can be more
effective than text 284
New thinking on data visualization 291
Using Snapchat for business communication 300
Using Twitter for routine customer communication 321

Simple rules for writing effective thank-you notes 328
A better way to say no 342
In-depth advice on issuing an apology 347
These templates make it easier to turn down recommendation
requests 360
IBM crowdsources a replacement for its annual performance
reviews 362
Open doors with these seven magic words 381
Using stories to persuade 385
Building audience relationships with content marketing 394
Launch that new business idea with solid research 423
Seven steps to successful proposals 452
Build your company with effective responses to RFPs 470

Engage the audience for a more successful presentation 510
Don’t let anxiety hold back your presentations 522
Two secrets to presenting like a pro 523
Design tips from presentation pro Garr Reynolds 538
Give your audience “soft breaks” to keep them alert
and engaged 544
Smart strategies to explain gaps in your work history 572
Tempted to twist the truth on your resume? 572
Does your résumé shout “I’m unprofessional”? 580
Make friends with the résumé robots 581
Don’t let these mistakes cost you an interview 583
The ultimate interview preparation checklist 604

Prepare your answers to these tough interview questions 606
Details that can make or break a job interview 608
REAL-TIME UPDATES
learn more BY lisTening To These PoDCasTs
Tips for proofing your papers 217
Get daily tips on using social media in your business 256
Expert tips for successful phone interviews 611
REAL-TIME UPDATES
learn more BY WaTChing These viDeo
The fundamentals of emotional intelligence 58
The Internet of Things 62
Dining etiquette simplified 107
More advice from communication coach Gina Barnett 509

How to establish an emotional connection with any audience
516
Get started with Prezi 534
Nancy Duarte’s low-tech approach to slide design 544
Five TED talks that will help you prepare for interviews 602
REAL-TIME UPDATES
learn more BY reaDing This PDf
Dig deep into audience needs with this planning tool 149
Get detailed advice on using bias-free language 178
Starbucks’s social media guidelines 256
Crafting your “wow” statement 445
REAL-TIME UPDATES
learn more BY vieWing This PresenTaTion

Exploring the potential of wearable technologies 65
Smart advice for brainstorming sessions 161
Get helpful tips on creating an outline for any project 163
Simple tips for a professional interview look 610
20 real-Time updates—learn more
REAL-TIME UPDATES
learn more BY exPloring This inTeraCTive WeBsiTe
Take a closer look at how the United States is changing 119
How are your global travel skills? 129
Mine the web to piece together stories on any topic 167
Grammar questions? Click here for help 184

Wondering how to get started with business research? 417
Use this powerful tool for easier online searches 418
Explore one of the best annual reports ever published 464
See how well your résumé matches a target job description 573
How much are you worth? 599
Prepare for your next interview with these Pinterest pins 600
REAL-TIME UPDATES
learn more BY reaDing This infograPhiC
How not to behave in 15 countries 120
Seven common hand gestures that will stir up trouble in
other cultures 124
Social shaming in today’s business landscape 260
The color of persuasion 392

REAL-TIME UPDATES
learn more BY visiTing This WeBsiTe
Check out the cutting edge of business communication 53
Guidelines for trouble-free blogging 77
Looking for jobs at diversity-minded companies? 119
Explore the Corporate Equality Index 126
Expert advice on making technologies usable 192
Editing and proofreading tips, with an error treasure hunt 206
See the newest designs from some of the brightest minds
in typography 215
Examples of effective one-page web design 241
Intrigued by the challenge of designing effective websites? 243

Big companies that blog well 263
Data visualization and infographics gateway 291
Ideas for using Instagram for business communication 294
Ten tools for creating infographics 294
Great advice for getting started in digital video 301
Insight into mobile strategies for routine communication 315
LinkedIn’s advice for college students 317
Get expert tips on writing (or requesting) a letter of
recommendation 324
Is there any truth to that rumor? 357
Best practices in mobile marketing 394
Get clear answers to murky copyright questions 413
Use Google more effectively 418

Step-by-step advice for developing a successful
business plan 444
Get practical advice on developing research reports 469
Quick tips for a variety of speaking situations 519
Advice and free templates for more effective
slideuments 539
The latest tools and trends in presentations 542
Converting your résumé to a CV 570
Find the keywords that will light up your résumé 574
Addressing international correspondence 630
REAL-TIME UPDATES
learn more BY visiTing This WiKi

Get the latest news on gamification 69
21
Preface
Major Changes and improvements in This
Edition
Here are the major changes in the 14th Edition of Business
Communication Today:
■● Twelve new chapter-opening vignettes with accompanying
end-of-chapter individual
and team challenges:
■❍ KLM Royal Dutch Airlines’ use of mobile technology in
business communica-
tion, including its 24/7 social media services strategy during the
2010 Icelandic
volcano Eyjafjallajökull eruption (Chapter 1)
■❍ Siemens AG strategic approach to communicating with its
diverse stakeholder

groups (Chapter 3)
■❍ Wolff Orlis’s use of storytelling in business
communication, including using an
award-winning novelist as its chief storytelling officer
(Chapter 4)
■❍ Type Together’s contemporary typeface designs,
emphasizing readability in busi-
ness documents and other messages (Chapter 6)
■❍ Futurice workplace messaging system, which is changing
the way many organiza-
tions communicate (Chapter 7)
■❍ Jill Duffy’s advice for handling the daily deluge of routine
messages more pro-
ductively (Chapter 10)
■❍ Strategyzer’s revolutionary alternative to the traditional
annual report, now
embraced by thousands of entrepreneurs (Chapter 13)
■❍ Warby Parker’s whimsical and audience-focused approach
to annual reports

(Chapter 14)
■❍ WPP’s use of web interactivity to create one of the most
readable annual reports
ever published (Chapter 15)
■❍ Gina Barnett’s “whole-body” public speaking advice, which
can help all business
professionals improve their onstage presence (Chapter 16)
■❍ Nancy Duarte’s timeless advice for creating audience-
friendly presentation slides
(Chapter 17)
■❍ Burning Glass’s application of artificial intelligence to the
critical job-search
challenge of matching employer needs and employee skill sets
(Chapter 18)
■❍ VMWare’s enthusiastic embrace of social media to
transform its approach to em-
ployee recruiting (Chapter 19)
■● A new highlight box theme, The Future of Communication,
giving students a glimpse

into some fascinating technologies that could reshape the
practice of business com-
munication in the coming years: the Internet of Things, real-
time translation, haptic
communication, telepathy, virtual and augmented reality,
gestural computing, smart
communication bots, emotion recognition, and holograms
■● More than 70 new or redesigned business communication
examples and figures. The
14th Edition includes
■❍ 26 examples of mobile communication in business
communication
■❍ 25 examples of social media in business communication
■● Revised annotations for all the before/after model document
pairs, making it easier
for students to see the specific changes made to transform
ineffective messages into
effective ones
22 Preface

Pros keep their promises,
meet their commitments,
learn from their mistakes,
and take responsibility
for their errors.
Be dependable
Pros strive to excel, and excelling at
every level is how you build a
great career.
Be the best
Be ethical
Responsible pros work
to avoid ethical lapses

and weigh their options
carefully when facing
ethical dilemmas.
Be positive
You owe it to yourself,
your colleagues, and your
company to maintain a
positive outlook even when
the going gets tough.
Be respectful
Good business etiquette is a sign
of respect for those around you;
respecting others is not only

good—it’s good for your career.
Be a
team player
Pros know how to
contribute to a larger
cause and make others
around them better.
■● Updated coverage of the advantages and disadvantages of
teams (Chapter 2),
overcoming resistance (Chapter 2), gender differences (Chapter
3), digital messag-
ing (Chapter 7), the business communication uses of social
networks (Chapter 8),
content curation (Chapter 8), and effective and ethical
apologies (Chapter 11)
■● 24 New communication cases

■● More than three dozen new end-of-chapter questions and
exercises
Preparing the next Generation of
Professional Communicators with the
Most Current and Most Comprehensive
Text in the Field
Communication is the most valuable skill that graduates can
bring into the workforce,
and it is one of the six cornerstones of true professionalism
emphasized in Business
Communication Today. The business communication course is
uniquely positioned to
help students develop as professionals because it addresses such
vital topics as respect,
credibility, dependability, ethical decision making, and
collaboration.
An essential part of being a professional is being conversant in
the methods and
practices of the contemporary workplace. To this end, Business
Communication Today
presents the full range of on-the-job skills that today’s
communicators need, from writ-
ing conventional printed reports to using the latest digital,

social, mobile, and visual
media (including a concise primer on producing digital business
video). Each chapter
adapts the fundamentals of effective writing to specific
workplace challenges and media
applications, so students will be better prepared to succeed from
their first day on the job.
Preface 23
Although it stays on the leading edge of workplace practices
and communication
tools, Business Communication Today never loses sight of the
fact that communication is
a human activity in the deepest sense. It emphasizes the
importance of developing a strong
sense of etiquette, recognizing ethical dilemmas, advancing
ethical communication, and
respecting the rights and needs of audience members at every
stage of the writing process.
By integrating all the key skills and insights that students need
in order to succeed in

today’s dynamic workplace, Business Communication Today is
an unmatched resource
for preparing the next generation of business professionals.
Why Business Communication instructors
Continue to Choose Bovée and Thill
■● Market-leading innovation. For more than three decades,
Bovée and Thill texts have
pioneered coverage of emerging trends and their implications
for business communi-
cation. Bovée and Thill were the first authors in the field to
give in-depth coverage to
digital media, social media, and mobile communication.
■● Up-to-date coverage that reflects today’s business
communication practices and
employer expectations. Technology, globalization, and other
forces have dramatically
changed the practice of business communication in recent
years, even to the point
of altering how people read and how messages should be
constructed. To prepare
students for today’s workplace, a business communication
course needs to address

contemporary skills, issues, and concepts.
■● Practical advice informed by deep experience. Beyond the
research and presentation
of new ideas and tools, Bovée and Thill are among the most
active and widely fol-
lowed users of social media in the entire field of business
communication. They don’t
just write about new concepts; they have years of hands-on
experience with social
media, blogging, content curation, search technologies, and
other important tools.
They are active participants in more than 45 social media sites.
24 Preface
■● Engaging coverage of real companies and contemporary
issues in business commu-
nication. Bovée and Thill texts emphasize companies and issues
students already
know about or are likely to find intriguing. For example, cases
in recent editions have
addressed Comic-Con, location-based social networking,

employer restrictions on
social media, the use of Twitter in the job-search process,
video gaming, alternative
energy, and the challenges of reading and writing on
smartphones.
■● Integrated learning. In sharp contrast to texts that tack on
coverage of social media
and other new topics, Bovée and Thill continually revise their
coverage to fully inte-
grate the skills and issues that are important in today’s
workplace. This integration
is carried through chapter-opening vignettes, chapter content,
model documents,
end-of-chapter questions, communication cases, and test banks
to make sure stu-
dents practice the skills they’ll need, not just read about them in
some anecdotal
fashion.
■● Added value with unique, free resources for instructors and
students. From the
groundbreaking Real-Time Updates to Business Communication
Headline News to
videos specially prepared for instructors, Bovée and Thill

adopters can take advan-
tage of an unmatched array of free resources to enhance the
classroom experience
and keep course content fresh. Please see pages 33–34 for a
complete list.
in-Depth Coverage of Digital, Social, and
Mobile Media Topics in the 14th Edition
Business Communication Today offers in-depth coverage of
new and emerging media
skills and concepts. These tables show where you can find
major areas of coverage, fig-
ures, and communication cases that expose students to
professional use of social media,
mobile media, and other new technologies.
Major Coverage of Digital, Social, and Mobile Media
Topic Page
Backchannel in presentations 525
Blogging and microblogging 262–268
Collaboration technologies 91–94

Community Q&A websites 262
Compositional modes for digital media 231–233
Content curation 261–262
Creating content for social media 260
Data visualization 290–292
Digital, social, and mobile media options 230–231
Email 234–237
Infographics 294
Instant messaging, text messaging, and workgroup messaging
238–240
Interview media 602–603
Meeting technologies 98–99
Mobile devices in presentations 546

Mobile etiquette 108
Mobile media 64–66, 156–157
Online and social media résumés 582–583
(continued)
Preface 25
Topic Page
Online etiquette 107–108
Podcasting 244–245
Social communication model 63–64
Social networking 255–260
User-generated content 261

Web writing 243–245
Wikis 269
Writing and designing messages for mobile devices 70–73, 216
Writing Promotional Messages for Social Media 392–394
Creating Promotional Messages for Mobile Devices 394
Figures and Model Documents Highlighting Digital, Social,
and Mobile Media (not including email, IM, or PowerPoint
slides)
Title Figure Page
The Social Communication Model 1.7 63
Mobile Communication Tools 1.8 64
Wearable Technology 1.9 65
Mobile Communication: Opportunities and Challenges 1.10 67

Unethical Communication 1.11 75
Ethical Communication 1.12 76
Powerful Tools for Communicating Effectively Feature 70–73
Shared Online Workspaces 2.2 92
Collaboration on Mobile Devices 2.3 93
Capturing Key Decisions and Discoveries from a Meeting 2.5 97
Virtual Meetings 2.6 98
Telepresence 2.7 99
Mobile Language Tools 3.3 131
Writing for Multilingual Audiences 3.5 136
Using Audience Analysis to Plan a Message 4.2 149
Media and Channel Choices: Written + Digital 4.4 155
Mind Mapping 4.5 162

Business Communicators Innovating with Mobile Feature 158–
159
Fostering a Positive Relationship with an Audience 5.1 175
Building Credibility 5.2 179
Plain Language at Creative Commons 5.3 183
Making Effective Word and Phrase Choices 5.4 185
Writing for Mobile Devices 5.6 193
Designing for Readability 6.3 213
Designing for Mobile Devices 6.4 216
Compositional Modes: Status Updates and Announcements 7.1
233
Augmented Reality 7.2 234
Reader-Friendly Web Design 7.5 242

Writing for the Web 7.6 243
Mobile Podcasting 7.7 245
Community Building via Social Media 8.1 255
Business Applications of Blogging 8.2 265
(continued)
26 Preface
Title Figure Page
Business Applications of Microblogging 8.3 267
Business Communicators Innovating with Social Media Feature
258–259
Data Visualization 9.10 292
Geographic Information Systems 9.12 293

Infographics 9.13 295
Visual Displays on Mobile Devices 9.14 298
Framing Your Shots: Finding the Right Range 9.16 301
Framing Your Shots: Finding the Right Balance 9.17 302
Announcing Good News 10.6 326
Goodwill Messages 10.7 327
Internal Message Providing Bad News About Company
Operations 11.6 358
Appealing to Audience Needs 12.1 379
Promotional Messages in Social Media 12.6 393
Executive Dashboards 14.3 441
Executive Summary 15.2 473
Nonlinear Presentations 16.3 513

Using Mobile Devices in Presentations 17.6 547
Mobile Job-Search Tools 18.2 567
Job Task Simulations 19.4 603
Interview Simulators 19.5 608
Communication Cases Involving Digital, Social, Mobile,
or Video Media (not including email, IM, or PowerPoint slides)
Case Media Page
7.27 Mobile media 250
7.29 Web writing 251
7.30 Web writing, mobile media 251
7.32 Podcasting 251
7.33 Podcasting 251

8.24 Social networking 274
8.27 Blogging 274
8.28 Blogging 274
8.29 Blogging, mobile media 274
8.30 Blogging 275
8.31 Microblogging 275
8.34 Wiki writing 275
10.30 Blogging 334

10.42 Podcasting 336
10.43 Blogging 336
(continued)
Figures and Model Documents Highlighting Digital, Social,
and Mobile Media (not including email, IM, or PowerPoint
slides) (Continued)
Preface 27
Case Media Page
10.49 Blogging 337

11.41 Blogging 371
11.49 Blogging 373
11.50 Blogging 373
11.51 Blogging 373

11.56 Mobile media 374
12.38 Blogging 402
12.52 Web writing/mobile skills 405

18.24 Video 590
19.29 Video 622
19.33 Blogging 622
28 Preface
Extending the Value of Your Textbook
with Free Multimedia Content
Business Communication Today’s unique Real-Time Updates
system automatically
provides weekly content updates, including interactive websites,
infographics, podcasts,
PowerPoint presentations, online videos, and articles. You can
subscribe to updates chap-
ter by chapter, so you get only the material that applies to your
current chapter. Visit
real-timeupdates.com/bct14 to subscribe.
1 Read messages from the

authors and access over 175
media items available only to
instructors. (Students have
access to their own mes-
sages, assignments, and
media items.)
5 Subscribe via RSS to
individual chapters to get
updates automatically for
the chapter you’re cur-
rently teaching.
4 Media items are categorized
by type so you can quickly find
podcasts, videos, infographics,
PowerPoints, and more.

2 Click on any chapter to see
the updates and media items
for that chapter. 3 Scan headlines and click
on any item of interest to
read the article or download
the media item.
Every item is personally
selected by the authors to
complement the text and
support in-class activities.
http://real-timeupdates.com/bct14
Preface 29
For instructors: Features and resources
to Enhance the Course Experience
TARgET AUDIEnCE
Everyone who teaches business communication is motivated to
help students master the

fundamentals of professional communication while also
preparing them for the broader
expectations they’ll encounter in today’s workplace. As the
field of business communica-
tion continues to expand and get more complex, however,
balancing those two objectives
continues to get more difficult. Basing your course on a
textbook that hasn’t kept up with
contemporary business media and professional practices puts
both you and your students
at a distinct disadvantage, and yet you obviously can’t ignore
basic writing skills.
With its treatment of business communication in the broadest
sense (including digi-
tal video and managerial issues such as crisis communication),
Business Communication
Today is ideal for comprehensive business communication and
managerial communica-
tion courses in any curriculum, in any format—in class, online,
or hybrid.
For courses with a particular emphasis on written
communication, you may find
the authors’ 16-chapter text Excellence in Business

Communication to be an optimal fit.
And for introductory courses that emphasize business English,
the 14-chapter Business
Communication Essentials offers balanced coverage of basic
business English, communi-
cation strategies, and cutting-edge technologies. Its compact
organization is particularly
well suited to quarter calendars as well as to longer courses in
which an instructor wants
to have time available to supplement the text with service
projects, business plan develop-
ment, or other special activities.
Colleges and universities vary in the prerequisites established
for the business com-
munication course, but we advise at least one course in English
composition. Some
coursework in business studies will also give students a better
perspective on communica-
tion challenges in the workplace. However, we have taken
special care not to assume stu-
dents have any in-depth business experience, so Business
Communication Today works
quite well for those with limited work experience or business
coursework.

A ToTAL TEAChIng AnD LEARnIng SoLUTIon
Business Communication Today has helped more than 2 million
students master essen-
tial skills for succeeding in the workplace. This 14th Edition
continues that tradition by
offering an unmatched set of tools that simplify teaching,
promote active learning, and
stimulate critical thinking. These components work together at
four levels to provide
seamless coverage of vital knowledge and skills: previewing,
developing, enhancing, and
reinforcing.
Previewing
Each chapter provides clear learning objectives that prepare
students for the material to
come and provide a framework for the chapter content. New in
this edition, each learning
objective aligns with a major heading in the chapter, and this
structure is carried through
to the end-of-chapter and online activities, making it easier for
instructors and students

to gauge learning progress.
After the learning objectives, a compelling Communication
Close-Up vignette fea-
turing a successful professional role model shows students how
the material they will
encounter in the chapter is put to use in actual business
situations.
Developing
Chapter content develops, explains, and elaborates on concepts
with a carefully orga-
nized presentation of textual and visual material. The three-
step process of planning,
writing, and completing is clearly explained and reinforced
throughout the course. Some
texts introduce a writing process model and then rarely, if ever,
discuss it again, giving
students few opportunities to practice it and leaving them to
wonder just how important
the process really is. Business Communication Today adapts the

three-step process to
every category of messages in every medium, from traditional
letters and reports to
email, blogs, IM, podcasts, wikis, and online videos.
Enhancing
Contemporary examples show students the specific elements
that contribute to—or
detract from—successful messages. Business Communication
Today has an unmatched
portfolio of realistic examples for students to emulate. In
addition, Real-Time Updates—
Learn More connects students with dozens of carefully selected
online media elements
that provide examples and insights from successful
professionals.
Business Communication Today also extends students’
awareness beyond the func-
tional aspects of communication, with thorough and well-
integrated coverage of business
etiquette and ethics—vital issues that some texts raise briefly
and then quickly forget. In
light of employer concerns about the etiquette shortcomings of

today’s new hires and
the continuing struggles with business ethics, we integrate
ethics and etiquette through-
out the book and give students numerous opportunities to
ponder ethical dilemmas and
practice communication etiquette.
reinforcing
Hundreds of realistic exercises and activities help students
practice vital skills and put
newfound knowledge to immediate use. Unique features include
downloadable Word
documents, podcasts, PowerPoint presentations for students to
analyze, and the inno-
vative Bovée and Thill wiki simulator. Interactive Document
Makeovers, pioneered by
Bovée and Thill, let students experience firsthand the elements
that make a document
successful, giving them the insights they need in order to
analyze and improve their own
business messages. More than 140 communication cases,
featuring dozens of real com-
panies, encourage students to think about contemporary
business issues as they put their

skills to use in a variety of media, including blogging, social
networking, and podcasting.
At every stage of the learning experience, Business
Communication Today provides
the tools instructors and students need to succeed.
30 Preface
Features that Help Students Build Essential Knowledge and
Skills Previewing Developing Enhancing Reinforcing
Learning objectives (beginning of chapter) •
Communication Close-up (beginning of chapter) •
Concise presentations of fundamentals (within chapter) •
Managerial and strategic perspectives on key topics (within
chapter) •
Three-step writing process discussion and diagrams (within
chapter) •
Real-life examples (within chapter) •

Annotated model documents (within chapter) •
Highlight boxes (within chapter) •
Handbook of Grammar, Mechanics, and Usage (end of book) •
Learn More media resources (online) •
MyLab BusinessCommunication (online) • •
Real-Time Updates (online) • •
Marginal notes for quick review (within chapter) •
Checklists (within chapter) •
Communication Challenges (end of chapter) •
Quick Learning Guide (end of chapter) •
Test Your Knowledge questions (end of chapter) •
Apply Your Knowledge questions (end of chapter) •

(continued)
Features that Help Students Build Essential Knowledge and
Skills Previewing Developing Enhancing Reinforcing
Practice Your Skills activities and exercises (end of chapter) •
Expand Your Skills web activities (end of chapter/online) •
Bovée and Thill wiki simulator (online) •
Cases (following Chapters 7, 8, 9, 10, 11, 12, 15, 17, 18, and
19) •
Document Makeovers (online) •
Preface 31
FULL SUPPoRT FoR AACSB LEARnIng STAnDARDS
The American Association of Collegiate Schools of Business
(AACSB) is a not-for-profit
corporation of educational institutions, corporations, and other

organizations devoted
to the promotion and improvement of higher education in
business administration
and accounting. A collegiate institution offering degrees in
business administration or
accounting may volunteer for AACSB accreditation review.
The AACSB makes initial
accreditation decisions and conducts periodic reviews to
promote continuous quality
improvement in management education. Pearson Education is a
proud member of the
AACSB and is pleased to provide advice to help you apply
AACSB Learning Standards.
Curriculum quality is one of the most important criteria for
AACSB accreditation.
Although no specific courses are required, the AACSB expects a
curriculum to include
learning experiences in the following areas:
■● Written and oral communication
■● Ethical understanding and reasoning
■● Analytical thinking
■● Information technology
■● Interpersonal relations and teamwork

■● Diverse and multicultural work environments
■● Reflective thinking
■● Application of knowledge
Throughout Business Communication Today, you’ll find student
exercises and
activities that support the achievement of these important
goals, and the questions in the
accompanying test bank are tagged with the appropriate AACSB
category.
UnMATChED CovERAgE oF ESSEnTIAL CoMMUnICATIon
TEChnoLogIES
The Bovée and Thill series continues to lead the field with
unmatched coverage of
communication technologies, reflecting the expectations and
opportunities in today’s
workplace:
■● Applicant tracking systems
■● Assistive technologies
■● Automated reputation analysis
■● Backchannel

■● Blogs
■● Cloud computing
■● Community Q&A websites
■● Computer animation
■● Content curation
■● Crowdsourcing
■● Crowdspeaking
■● Data visualization
■● Digital documents (PDFs)
■● Digital whiteboards
■● Email
■● Emoticons
■● Emotion recognition software
■● Enterprise instant messaging
■● E-portfolios
■● Extranets
■● Gamification
■● Geographic information systems
■● Gestural computing
■● Graphics software
■● Groupware and shared online
workspaces
■● Haptic communication

■● Holograms
■● Infographics
■● Information architecture
■● Instant messaging
■● Intellectual property rights
■● Interactivity
■● Internet of Things
■● Internet telephony (Skype)
■● Interview simulators
■● Intranets
■● Knowledge management systems
■● Linked and embedded documents
■● Location-based social networking
■● Microblogs
■● Mobile business apps
■● Multimedia documents
■● Multimedia presentations
■● Multimedia résumés
■● Newsfeeds
■● Online brainstorming systems
■● Online research techniques

■● Online survey tools
■● Online video
■● Podcasts
■● PowerPoint animation
■● Really Simple Syndication (RSS)
■● Real-time translation
■● Screencasts
■● Search and metasearch engines
■● Search engine optimization (SEO)
■● Security and privacy concerns in
digital media
■● Sentiment analysis
■● Smart communication bots
■● Social bookmarking
■● Social commerce
■● Social media
■● Social media résumés
■● Social networking
■● Tagging
■● Teleconferencing and telepresence
■● Telepathy
■● Text messaging
■● Translation software

■● User-generated content
■● Video interviews
■● Video résumés
■● Videoconferencing
■● Virtual and augmented reality
■● Virtual communities
■● Virtual meetings
■● Virtual whiteboards
■● Web content management
systems
■● Webcasts
■● Web directories
■● Website accessibility
■● Wikis
■● Workforce analytics
■● Workplace messaging systems
32 Preface
CoURSE PLAnnIng gUIDE
Although Business Communication Today follows a
conventional sequence of topics, it

is structured so that you can address topics in whatever order
best suits your needs. For
instance, if you want to begin by reviewing grammar, sentence
structure, and other writ-
ing fundamentals, you can ask students to read Chapter 5,
Writing Business Messages,
and then the Handbook of Grammar, Mechanics, and Usage.
Conversely, if you want to
begin with employment-related communication, you can start
with the Prologue, Build-
ing a Career with Your Communication Skills, followed by
Chapters 18 and 19.
The following table suggests a sequence and a schedule for
covering the chapters in
the textbook, with time allocations based on the total number of
class hours available.
Chapter/Section Number and Title Hours Devoted to Each
Chapter/Section
30-Hour Course 45-Hour Course 60-Hour Course
Prologue Building a Career with Your Communication Skills 1
1 1

1 Professional Communication in a Digital, Social, Mobile
World 1 1 1
2 Collaboration, Interpersonal Communication, and Business
Etiquette
1 1 2
3 Communication Challenges in a Diverse, Global Marketplace
1 2 3
4 Planning Business Messages 2 3 4
5 Writing Business Messages 2 3 4
6 Completing Business Messages 2 3 4
Handbook of Grammar, Mechanics, and Usage 1 2 2
A Format and Layout of Business Documents 1 1 1
7 Digital Media 1 2 3

8 Social Media 1 2 3
9 Visual Media 1 1 2
10 Writing Routine and Positive Messages 2 2 3
11 Writing Negative Messages 2 2 3
12 Writing Persuasive Messages 2 2 3
13 Finding, Evaluating, and Processing Information 1 2 3
14 Planning Reports and Proposals 1 2 3
15 Writing and Completing Reports and Proposals 1 2 3
B Documentation of Report Sources 1 1 2
16 Developing Presentations in a Social Media Environment 1 3
3
(continued)

Preface 33
Chapter/Section Number and Title Hours Devoted to Each
Chapter/Section
30-Hour Course 45-Hour Course 60-Hour Course
17 Enhancing Presentations with Slides and Other Visuals 1 1 1
18 Building Careers and Writing Résumés 2 3 3
19 Applying and Interviewing for Employment 1 3 3
InSTRUCToR RESoURCES AnD SUPPoRT oPTIonS
Business Communication Today is backed by an unmatched
selection of resources for
instructors and students, many of which were pioneered by the
authors and remain
unique in the field.
Online Communities and Media resources
Instructors are welcome to take advantage of the many free
online resources provided by

Bovée and Thill:
■● Sponsorship of Teaching Business Communication
instructors’ communities (open
to all) and Bovée & Thill’s Inner Circle for Business
Communication (for adopters
only) on LinkedIn and Facebook
■● Instructor tips and techniques in Bovée and Thill’s Business
Communication Blog
and Twitter feed
■● The Bovée & Thill channel on YouTube, with videos that
offer advice on teaching the
new elements of business communication
■● The unique Real-Time Updates content-updating service (see
page 28)
■● The popular Business Communication Headline News
service (see page 33–34)
■● A variety of videos and PowerPoint presentations on
SlideShare
■● More than 500 infographics, videos, articles, podcasts, and
PowerPoints on Business

Communication Pictorial Gallery on Pinterest
■● The Ultimate Guide to Resources for Teaching Business
Communication
We also invite you to peruse Bovée & Thill’s Online Magazines
for Business Communica-
tion on Scoop.it:
■● Business Communication 2.0: Social Media and Digital
Communication
■● Teaching a Modern Business Communication Course
■● How the Mobile Revolution Is Changing Business
Communication
■● Teaching Business Communication and Workplace Issues
■● Teaching Business Communication and Interpersonal
Communication
■● Teaching Business Presentations in a Business
Communication Course
■● Teaching Business Communication and Employment
■● Teaching Visual Communication in a Business
Communication Course
■● Exclusive Teaching Resources for Business Communication
Instructors
Links to all these services and resources can be found at

blog.businesscommunicationnetwork
.com/resources.
Business Communication headline news
Stay on top of hot topics, important trends, and new
technologies with Business
Communication Headline News
(bchn.businesscommunicationnetwork.com), the most
comprehensive business communication site on the Internet.
Every weekday during the
school year, we offer fresh lecture content and provide a wide
range of research and
teaching tools on the website, including a custom web search
function that we created
expressly for business communication research.
Take advantage of the newsfeeds to get late-breaking news in
headlines with concise
summaries. You can scan incoming items in a matter of seconds
and simply click through
to read the full articles that interest you. All articles and
accompanying multimedia re-
sources are categorized by topic and chapter for easy retrieval
at any time.

http://blog.businesscommunicationnetwork.com/resources
http://blog.businesscommunicationnetwork.com/resources
http://bchn.businesscommunicationnetwork.com
This free service for adopters offers numerous ways to enhance
lectures and student
activities:
■● Keep current with the latest information and trends in the
field
■● Easily update your lecture notes with fresh material
■● Create visuals for your classroom presentations
■● Supplement your lectures with cutting-edge handouts
■● Gather podcasts, online video, and other new media
examples to use in the classroom
■● Enhance your research projects with the newest data
■● Compare best practices from other instructors
■● Improve the quality and effectiveness of your teaching by
reading about new teaching
tips and techniques
At the website, you also get free access to these powerful

instructional resources:
■● Business Communication Web Search, featuring a
revolutionary approach to searching
developed by the authors that automatically formats more than
325 specific types of
online search requests. The tool uses a simple and intuitive
interface engineered to help
business communication instructors find precisely what they
want, whether it’s Power-
Point files, PDF files, Microsoft Word documents, Excel files,
videos, podcasts, or more.
■● Real-Time Updates are newsfeeds and content updates tied
directly to specific points
throughout the text. Each content update is classified by the
type of media featured:
interactive website, infographic, article, video, podcast,
PowerPoint, or PDF. Addi-
tional sections on the site include Instructor Messages and
Instructor Media (both
password protected), Student Messages, and Student
Assignments.
You can subscribe to Business Communication Headline News

and get delivery by
email, RSS newsreader, mobile phone, instant messenger, MP3,
Twitter, Facebook, and
a host of other options.
Bovée & Thill Business Communication Blog
The Bovée & Thill Business Communication Blog (blog.
businesscommunicationnetwork
.com/) offers original articles that help instructors focus their
teaching to help students
learn more efficiently and effectively. Articles discuss a wide
variety of topics, including
new topics instructors should be teaching their students,
resources instructors can use in
their classes, solutions to common teaching challenges, and
great examples and activities
instructors can use in class.
authors’ Email hotline for Faculty
Integrity, excellence, and responsiveness are our hallmarks.
That means providing you
with textbooks that are academically sound, creative, timely,
and sensitive to instructor

and student needs. As an adopter of Business Communication
Today, you are invited to
use our Email Hotline ([email protected]) if you
ever have a question or concern related to the text or its
supplements.
instructor’s resource Center
At the Instructor Resource Center,
www.pearsonglobaleditions.com/Bovee, instructors can
access a variety of digital and presentation resources available
with this text in downloadable
format. As a registered faculty member, you can download
resource files and receive immedi-
ate access and instructions for installing course management
content on your campus server.
If you ever need assistance, our dedicated technical support
team is ready to help with
the media supplements that accompany this text. Visit
support.pearson.com/getsupport
for answers to frequently asked questions and toll-free user
support phone numbers.
The following supplements are available to adopting instructors

(for detailed de-
scriptions, please visit www.pearsonglobaleditions.com/Bovee):
■● Instructor’s Resource Manual
■● Test Bank
■● TestGen® Computerized Test Bank (and various
conversions)
■● PowerPoint Presentations
34 Preface
http://www.pearsonglobaleditions.com/Bovee):
http://www.pearsonglobaleditions.com/Bovee
mailto:[email protected]og.com
http://blog.businesscommunicationnetwork.com
http://blog.businesscommunicationnetwork.com
http://support.pearson.com/getsupport
For Students: how This Course
Will help You
No matter what profession you want to pursue, the ability to
communicate will be an es-
sential skill—and a skill that employers expect you to have
when you enter the workforce.

This course introduces you to the fundamental principles of
business communication
and gives you the opportunity to develop your communication
skills. You’ll discover how
business communication differs from personal and social
communication, and you’ll see
how today’s companies are using blogs, social networks,
podcasts, virtual worlds, wikis,
and other technologies. You’ll learn a simple three-step writing
process that works for
all types of writing and speaking projects, both in college and
on the job. Along the way,
you’ll gain valuable insights into ethics, etiquette, listening,
teamwork, and nonverbal
communication. Plus, you’ll learn effective strategies for the
many types of communica-
tion challenges you’ll face on the job, from routine messages
about transactions to com-
plex reports and websites.
Few courses can offer the three-for-the-price-of-one value you
get from a business
communication class. Check out these benefits:
■● In your other classes. The communication skills you learn in

this class can help you in
every other course you take in college. From simple homework
assignments to com-
plicated team projects to class presentations, you’ll be able to
communicate more
effectively with less time and effort.
■● During your job search. You can reduce the stress of
searching for a job and stand
out from the competition. Every activity in the job-search
process relies on commu-
nication. The better you can communicate, the more successful
you’ll be at landing
interesting and rewarding work.
■● On the job. After you get that great job, the time and energy
you have invested in
this course will continue to yield benefits year after year. As
you tackle each project
and every new challenge, influential company leaders—the
people who decide how
quickly you’ll get promoted and how much you’ll earn—will be
paying close attention
to how well you communicate. They will observe your
interactions with colleagues,

customers, and business partners. They’ll take note of how well
you can collect data,
find the essential ideas buried under mountains of information,
and convey those
points to other people. They’ll observe your ability to adapt to
different audiences
and circumstances. They’ll be watching when you encounter
tough situations that re-
quire careful attention to ethics and etiquette. The good news:
Every insight you gain
and every skill you develop in this course will help you shine in
your career.
how To SUCCEED In ThIS CoURSE
Although this course explores a wide range of message types
and seems to cover quite a
lot of territory, the underlying structure of the course is actually
rather simple. You’ll learn
a few basic concepts, identify some key skills to use and
procedures to follow—and then
practice, practice, practice. Whether you’re writing a blog
posting in response to one of
the real-company cases or drafting your own résumé, you’ll be
practicing the same skills

again and again. With feedback and reinforcement from your
instructor and your class-
mates, your confidence will grow and the work will become
easier and more enjoyable.
The following sections offer advice on approaching each
assignment, using your text-
book, and taking advantage of some other helpful resources.
APPRoAChIng EACh ASSIgnMEnT
In the spirit of practice and improvement, you will have a
number of writing (and pos-
sibly speaking) assignments throughout this course. These
suggestions will help you pro-
duce better results with less effort:
■● First, don’t panic! If the thought of writing a report or
giving a speech sends a chill
up your spine, you’re not alone. Everybody feels that way when
first learning busi-
ness communication skills, and even experienced professionals
can feel nervous
Preface 35

news:Every
about major projects. Keeping three points in mind will help.
First, every project
can be broken down into a series of small, manageable tasks.
Don’t let a big project
overwhelm you; it’s nothing more than a bunch of smaller
tasks. Second, remind
yourself that you have the skills you need in order to
accomplish each task. As you
move through the course, the assignments are carefully designed
to match the skills
you’ve developed up to that point. Third, if you feel panic
creeping up on you, take a
break and regain your perspective.
■● Focus on one task at a time. A common mistake writers
make is trying to organize
and express their ideas while simultaneously worrying about
audience reactions,
grammar, spelling, formatting, page design, and a dozen other
factors. Fight the
temptation to do everything at once; otherwise, your frustration

will soar and your
productivity will plummet. In particular, don’t worry about
grammar, spelling, and
word choices during your first draft. Concentrate on the
organization of your ideas
first, then the way you express those ideas, and then the
presentation and production
of your messages. Following the three-step writing process is
an ideal way to focus on
one task at a time in a logical sequence.
■● Give yourself plenty of time. As with every other school
project, putting things off
to the last minute creates unnecessary stress. Writing and
speaking projects in par-
ticular are much easier if you tackle them in small stages with
breaks in between,
rather than trying to get everything done in one frantic blast.
Moreover, there will
be instances when you simply get stuck on a project, and the
best thing to do is walk
away and give your mind a break. If you allow room for breaks
in your schedule,
you’ll minimize the frustration and spend less time overall on
your homework, too.

■● Step back and assess each project before you start. The
writing and speaking projects
you’ll have in this course cover a wide range of communication
scenarios, and it’s
essential that you adapt your approach to each new challenge.
Resist the urge to dive
in and start writing without a plan. Ponder the assignment for a
while, consider the
various approaches you might take, and think carefully about
your objectives before
you start writing. Nothing is more frustrating than getting stuck
halfway through be-
cause you’re not sure what you’re trying to say or you’ve
wandered off track. Spend
a little time planning, and you’ll spend a lot less time writing.
■● Use the three-step writing process. Those essential planning
tasks are the first step
in the three-step writing process, which you’ll learn about in
Chapter 4 and use
throughout the course. This process has been developed and
refined by professional
writers with decades of experience and thousands of projects
ranging from short

blog posts to 500-page textbooks. It works, so take advantage of
it.
■● Learn from the examples and model documents. This
textbook offers dozens of realis-
tic examples of business messages, many with notes along the
sides that explain strong
and weak points. Study these and any other examples that your
instructor provides.
Learn what works and what doesn’t, then apply these lessons to
your own writing.
■● Learn from experience. Finally, learn from the feedback you
get from your instruc-
tor and from other students. Don’t take the criticism personally;
your instructor and
your classmates are commenting about the work, not about you.
View every bit of
feedback as an opportunity to improve.
using This Textbook Package
This book and its accompanying online resources introduce you
to the key concepts in
business communication while helping you develop essential

skills. As you read each
chapter, start by studying the learning objectives. They will
help you identify the most
important concepts in the chapter and give you a feel for what
you’ll be learning. Each
learning objective corresponds to one major heading within the
chapter, so you can easily
find the information it relates to. After the learning objectives,
a compelling Communi-
cation Close-Up vignette featuring a successful company or
professional shows you how
the material you will encounter in the chapter is put to use in
actual business situations.
At the end of each chapter, the Summary of Learning Objectives
gives you the chance
to quickly verify your grasp of important concepts. Following
that, you’ll see two sets of
36 Preface
questions that will help you test and apply your knowledge, and
two sets of projects that

will help you practice and expand your skills. Nine chapters
also feature communication
cases, which are more involved projects that require you to plan
and complete a variety of
messages and documents. All these activities are tagged by
learning objective, so if you have
any questions about the concepts you need to apply, just revisit
that part of the chapter.
Several chapters have activities with downloadable media such
as presentations and
podcasts; if your instructor assigns these elements, follow the
instructions in the text to
locate the correct files.
In addition to the 19 chapters of the text itself, here are some
special features that will
help you succeed in the course and on the job:
■● Prologue: Building a Career with Your Communication
Skills. This section (imme-
diately following this Preface) helps you understand today’s
dynamic workplace, the
steps you can take to adapt to the job market, and the
importance of creating an

employment portfolio and building your personal brand.
■● Handbook. The Handbook of Grammar, Mechanics, and
Usage (see page 649) is a
convenient reference of essential business English.
■● Real-Time Updates. You can use this unique newsfeed
service to make sure you’re
always kept up to date on important topics. Plus, at strategic
points in every chapter,
you will be directed to the Real-Time Updates website to get the
latest information
about specific subjects. To sign up, visit real-
timeupdates.com/bct14.
■● Business Communication Web Search. With our unique web
search approach,
you can quickly format more than 325 specific types of online
searches. This tool
uses a simple and intuitive interface engineered to help you find
precisely what
you want, whether it’s PowerPoint files, PDF files, Microsoft
Word documents,
Excel files, videos, podcasts, or social bookmarks. Check it out
at websearch

. businesscommunicationnetwork.com.
about the authors
Courtland L. Bovée and John V. Thill have been leading
textbook authors for more than two
decades, introducing millions of students to the fields of
business and business communica-
tion. Their award-winning texts are distinguished by proven
pedagogical features, extensive
selections of contemporary case studies, hundreds of real-life
examples, engaging writing,
thorough research, and the unique integration of print and
electronic resources. Each new
edition reflects the authors’ commitment to continuous
refinement and improvement, par-
ticularly in terms of modeling the latest practices in business
and the use of technology.
Professor Bovée has 22 years of teaching experience at
Grossmont College in San
Diego, where he has received teaching honors and was
accorded that institution’s
C. Allen Paul Distinguished Chair. Mr. Thill is a prominent
communications consultant
who has worked with organizations ranging from Fortune 500

multinationals to entre-
preneurial start-ups. He formerly held positions with Pacific
Bell and Texaco.
Courtland Bovée and John Thill were recently awarded
proclamations from the gov-
ernor of Massachusetts for their lifelong contributions to
education and for their com-
mitment to the summer youth baseball program that is
sponsored by the Boston Red Sox.
acknowledgments
The 14th Edition of Business Communication Today reflects the
professional experience of
a large team of contributors and advisors. We express our
thanks to the many individuals
whose valuable suggestions and constructive comments
influenced the success of this book.
REvIEwERS oF MoDEL DoCUMEnTS
Thank you to these professors for their thoughtful reviews of
model documents:
Zenobein Adams, Cleveland State University and Cuyahoga
Community College; Judy

Preface 37
http://websearch.businesscommunicationnetwork.com
http://websearch.businesscommunicationnetwork.com
Bello, Lander University; Scott Buechler, Elon University; Herb
Brown, Appalachian State
University; Terry Engebretsen, Idaho State University; Linda
Gregory, Seminole State
College of Florida; Kathleen Norris, Loyola Marymount
University; Elisabeth Power,
Saint Martin’s University; Joanne M. Slutsky, University at
Buffalo; Melvin Charles
Washington, Howard University; and Gail Yosh, Montclair
State University.
REvIEwERS oF PREvIoUS EDITIonS
Thank you to the following professors: Lydia E. Anderson,
Fresno City College; Victo-
ria Austin, Las Positas College; Faridah Awang, Eastern
Kentucky University; Jeanette

Baldridge, University of Maine at Augusta; Diana Baran,
Henry Ford Community
College; JoAnne Barbieri, Atlantic Cape Community College;
Kristina Beckman, John
Jay College; Judy Bello, Lander University; Carol Bibly, Triton
College; Nancy Bizal,
University of Southern Indiana; Yvonne Block, College of
Lake County; Edna Boroski,
Trident Technical College; Nelvia M. Brady, Trinity Christian
College; Arlene Broeker,
Lincoln University; David Brooks, Indiana University
Southeast; Carol Brown, South
Puget Sound Community College; Domenic Bruni, University of
Wisconsin; Jeff Bruns,
Bacone College; Gertrude L. Burge, University of Nebraska;
Sharon Burton, Brookhaven
College; Robert Cabral, Oxnard College; Dorothy Campbell,
Brevard Community
College; Linda Carr, University of West Alabama; Alvaro
Carreras Jr., Florida Interna-
tional University; Sharon Carson, St. Philip’s College; Rick
Carter, Seattle University;
Dacia Charlesworth, Indiana University–Purdue University Fort
Wayne; Jean Chenu,
Genesee Community College; Connie Clark, Lane Community

College; Alvin Clarke,
Iowa State University; Jerrie Cleaver, Central Texas College;
Clare Coleman, Temple
University; Michael P. Collins, Northern Arizona University;
M. Cotton, North Central
Missouri College; Pat Cowherd, Campbellsville University; Pat
Cuchens, University of
Houston–Clear Lake; Walt Dabek, Post University; Cathy Daly,
California State
University–Sacramento; Linda Davis, Copiah–Lincoln
Community College; Christine
R. Day, Eastern Michigan University; Harjit Dosanjh, North
Seattle Community Col-
lege; Amy Drees, Defiance College; Cynthia Drexel, Western
State College of Colo-
rado; Lou Dunham, Spokane Falls Community College; Donna
Everett, Morehead
State University; Donna Falconer, Anoka–Ramsey Community
College; Kate Ferguson
Marsters, Gannon University; Darlynn Fink, Clarion University
of Pennsylvania; Bobbi
Fisher, University of Nebraska–Omaha; Laura Fitzwater,
Community College of Phila-
delphia; Lynda K. Fuller, Wilmington University; Matthew
Gainous, Ogeechee Techni-

cal College; Yolande Gardner, Lawson State Community
College; Gina Genova,
University of California–Santa Barbara; Lonny Gilbert, Central
State University; Ca-
mille Girardi-Levy, Siena College; Nancy Goehring, Monterey
Peninsula College; Dawn
Goellner, Bethel College; Robert Goldberg, Prince George’s
Community College; Jef-
frey Goldberg, MassBay Community College; Helen Grattan,
Des Moines Area Com-
munity College; Barbara Grayson, University of Arkansas at
Pine Bluff; Deborah
Griffin, University of Houston–Clear Lake; Alice Griswold,
Clarke College; Bonnie
Grossman, College of Charleston; Lisa Gueldenzoph, North
Carolina A&T State Uni-
versity; Wally Guyot, Fort Hays State University; Valerie
Harrison, Cuyamaca College;
Tim Hartge, The University of Michigan–Dearborn; Richard
Heiens, University of
South Carolina–Aiken; Maureece Heinert, Sinte Gleska
University; Leighanne Heisel,
University of Missouri–St. Louis; Gary Helfand, University of
Hawaii–West Oahu;
Cynthia Herrera, Orlando Culinary Academy; Kathy Hill, Sam

Houston State Univer-
sity; Pashia Hogan, Northeast State Tech Community College;
Sarah Holmes, New
England Institute of Technology; Ruth Hopkins Zajdel, Ohio
University–Chillicothe;
Sheila Hostetler, Orange Coast College; Michael Hricik,
Westmoreland County Com-
munity College; Rebecca Hsiao, East Los Angeles College;
Mary Ann Hurd, Sauk Val-
ley Community College; Pat Hurley, Leeward Community
College; Harold Hurry, Sam
Houston State University; Marcia James, University of
Wisconsin–Whitewater; Frank
Jaster, Tulane University; Jonatan Jelen, Parsons The New
School For Design; Irene
Joanette Gallio, Western Nevada Community College; Edgar
Dunson Johnson III,
38 Preface
Augusta State University; Mark Johnson, Rhodes State College;
Joanne Kapp, Siena
College; Jeanette A. Karjala, Winona State University; Christy

L. Kinnion, Lenior
Community College; Deborah Kitchin, City College of San
Francisco; Lisa Kirby, North
Carolina Wesleyan College; Claudia Kirkpatrick, Carnegie
Mellon University; Betty
Kleen, Nicholls State University; Fran Kranz, Oakland
University; Jana Langemach,
University of Nebraska–Lincoln; Joan Lantry, Jefferson
Community College; Kim
Laux, Saginaw Valley State University; Kathryn J. Lee,
University of Cincinnati; Anita
Leffel, The University of Texas, San Antonio; Ruth Levy,
Westchester Community Col-
lege; Nancy Linger, Moraine Park Technical College; Jere
Littlejohn, University of Mis-
sissippi; Dana Loewy, California State University–Fullerton;
Jennifer Loney, Portland
State University; Susan Long, Portland Community College;
Sue Loomis, Maine Mari-
time Academy; Thomas Lowderbaugh, University of Maryland–
College Park; Jayne
Lowery, Jackson State Community College; Lloyd Matzner,
University of Houston–
Downtown; Ron McNeel, New Mexico State University at
Alamogordo; Dr. Bill

McPherson, Indiana University of Pennsylvania; Phyllis
Mercer, Texas Woman’s
University; Donna Meyerholz, Trinidad State Junior College;
Annie Laurie I. Meyers,
Northampton Community College; Catherine “Kay” Michael, St.
Edward’s University;
Kathleen Miller, University of Delaware; Gay Mills, Amarillo
College; Julie Mullis,
Wilkes Community College; Pamela Mulvey, Olney Central
College; Jimidene Mur-
phey, Clarendon College; Cindy Murphy, Southeastern
Community College; Dipali
Murti-Hali, California State University–Stanislaus; Shelley
Myatt, University of Cen-
tral Oklahoma; Cora Newcomb, Technical College of the
Lowcountry; Ron Newman,
Crafton Hills College; Linda Nitsch, Chadron State College;
Leah Noonan, Laramie
County Community College; Mabry O’Donnell, Marietta
College; Diana Oltman,
Central Washington University; Ranu Paik, Santa Monica
College; Lauren Paisley, Gen-
esee Community College; Patricia Palermo, Drew University;
John Parrish, Tarrant
County College; Diane Paul, TVI Community College; John T.

Pauli, University of
Alaska– Anchorage; Michael Pennell, University of Rhode
Island; Sylvia Beaver Perez,
Nyack College; Melinda Phillabaum, Indiana University; Ralph
Phillips, Geneva Col-
lege; Laura Pohopien, Cal Poly Pomona; Diane Powell, Utah
Valley State College;
Christine Pye, California Lutheran University; Norma Pygon,
Triton College; Dave
Rambow, Wayland Baptist University; Richard David Ramsey,
Southeastern Louisiana
University; Charles Riley, Tarrant County College–Northwest
Campus; Jim Rucker,
Fort Hays State University; Dr. Suzan Russell, Lehman
College; Danielle Scane, Orange
Coast College; Calvin Scheidt, Tidewater Community College;
Nancy Schneider, Uni-
versity of Maine at Augusta; Brian Sheridan, Mercyhurst
College; Melinda Shirey,
Fresno City College; Bob Shirilla, Colorado State University;
Joyce Simmons, Florida
State University; Gordon J. Simpson, SUNY Cobleskill; Peggy
Simpson, Dominican
University; Eunice Smith, Bismarck State College; Jeff Smith,
University of Southern

California; Lorraine M. Smith, Fresno City College; Harvey
Solganick, LeTourneau
University–Dallas campus; Stephen Soucy, Santa Monica
College; Linda Spargo, Uni-
versity of Mississippi; W. Dees Stallings, Park University;
Sally Stanton, University of
Wisconsin–Milwaukee; Mark Steinbach, Austin Community
College; Angelique
Stevens, Monroe Community College; Steven Stovall,
Wilmington College; Alden
Talbot, Weber State University; Michele Taylor, Ogeechee
Technical College; Wilma
Thomason, Mid-South Community College; Ed Thompson,
Jefferson Community
College; Ann E. Tippett, Monroe Community College; Lori
Townsend, Niagara County
Community College; Lani Uyeno, Leeward Community College;
Wendy Van Hatten,
Western Iowa Tech Community College; Jay Wagers, Richmond
Community College;
John Waltman, Eastern Michigan University; Jie Wang,
University of Illinois at Chicago;
Chris Ward, The University of Findlay; Dorothy Warren,
Middle Tennessee State Uni-
versity; Glenda Waterman, Concordia University; Kellie Welch,

Jefferson Community
College; Bradley S. Wesner, Nova Southeastern University;
Mathew Williams, Clover
Park Technical College; Beth Williams, Stark State College of
Technology; Brian
Wilson, College of Marin; and Sandra D. Young, Orangeburg–
Calhoun Technical
College.
Preface 39
REvIEwERS oF DoCUMEnT MAkEovERS
We sincerely thank the following reviewers for their assistance
with the Document
Makeover feature: Lisa Barley, Eastern Michigan University;
Marcia Bordman, Gallaudet
University; Jean Bush-Bacelis, Eastern Michigan University;
Bobbye Davis, Southern
Louisiana University; Cynthia Drexel, Western State College of
Colorado; Kenneth
Gibbs, Worcester State College; Ellen Leathers, Bradley
University; Diana McKowen,

Indiana University; Bobbie Nicholson, Mars Hill College;
Andrew Smith, Holyoke
Community College; Jay Stubblefield, North Carolina
Wesleyan College; and Dawn
Wallace, Southeastern Louisiana University.
MyLAB ConTRIBUToRS
George Bernard, Seminole State College of Florida; Gina L.
Genova, University of
California, Santa Barbara; Nancy Nygaard, University of
Wisconsin Milwaukee; Storm
Russo, Valencia College; and Susan C. Schanne, Eastern
Michigan University.
PERSonAL ACknowLEDgMEnTS
We extend a heartfelt thanks to our many friends,
acquaintances, and business associates
who provided materials or agreed to be interviewed so that we
could bring the real world
into the classroom.
A very special acknowledgment goes to George Dovel, whose
superb writing skills,

distinguished background, and wealth of business experience
assured this project of clar-
ity and completeness. Also, recognition and thanks to Jackie
Estrada for her outstanding
skills and excellent attention to details. Her creation of the
“Peak Performance Grammar
and Mechanics” material is especially noteworthy.
We also feel it is important to acknowledge and thank the
Association for Business
Communication, an organization whose meetings and
publications provide a valuable
forum for the exchange of ideas and for professional growth.
In addition, we thank Susan Schanne of Eastern Michigan
University, Christine
Laursen of Red Rocks Community College, and Laura A.
LeDoux of Fullerton College
for their assistance in preparing supplements for this new
edition.
We extend our warmest appreciation to the devoted
professionals at Pearson Higher
Education for their commitment to producing high-value,
student-focused texts, including

Donna Battista, Vice President, Business Publishing; Stephanie
Wall, Director of Portfolio
Management; Daniel Tylman, Portfolio Manager; Ashley
Santora, Managing Producer,
Business; Linda Albelli, Editorial Assistant; Jeff Holcomb,
Director of Production, Busi-
ness; Becky Brown, Product Marketer; and Lenny Ann
Kucenski, Field Marketing Manager.
We are also grateful to Nicole Suddeth and Julie Kidd of SPi
Global.
Courtland L. Bovée
John V. Thill
Global Edition acknowledgments
ConTRIBUToRS
Dave Lees, University of Derby; and Louise Stansflied,
Helsinki Metropolia University of
Applied Sciences.
REvIEwERS
Anushia Chelvarayan, Multimedia University; Kitty Szeto,
Chinese University of Hong

Kong; and Magda Sylwestrowicz, IUBH School of Business
and Management.
40 Preface
41
BuilDing a Career WiTh Your
CommuniCaTion sKills
using This Course
to help Launch Your Career
This course will help you develop vital communication skills
that you’ll use throughout
your career—and those skills can help you launch an interesting
and rewarding career,
too. This brief prologue sets the stage by helping you
understand today’s dynamic work-
place, the steps you can take to adapt to the job market, and the
importance of creating
an employment portfolio and building your personal brand.
Take a few minutes to read
it while you think about the career you hope to create for

yourself.
UnDERSTAnDIng ThE ChAngIng woRLD oF woRk
Even as the global economy recovers from the Great Recession
and employment levels
improve, you’re likely to encounter some challenges as you
start or continue with your
business career. As companies around the world try to gain
competitive advantages and
cost efficiencies, employment patterns will vary from industry
to industry and region to
region.
The ups and downs of the economic cycle are not the only
dynamic elements that
will affect your career, however. The nature of employment
itself is changing, with a
growing number of independent workers and loosely structured
virtual organizations
that engage these workers for individual projects or short-term
contracts, rather than
hiring employees. In fact, one recent study predicted that
independent workers will out-
number conventional employees in the United States by 2020.1

This new model of work offers some compelling advantages for
workers and com-
panies alike. Companies can lower their fixed costs, adapt more
easily to economic fluc-
tuations and competitive moves, and get access to specialized
talent for specific project
needs.2 Workers can benefit from the freedom to choose the
clients and projects that in-
terest them the most, the flexibility to work as much or as little
as they want, and (thanks
to advances in communication technology) access to compelling
work even if they live
far from major employment centers such as New York City or
California’s Silicon Valley.3
On the other hand, this new approach also presents some
significant challenges for
all parties. These flexibilities and freedoms can create more
complexity for workers and
managers, diminished loyalties on both sides, uncertainty about
the future, issues with
skill development and training, and problems with
accountability and liability.4 Many of
these challenges involve communication, making solid

communication skills more im-
portant than ever.
These changes could affect you even if you pursue traditional
employment through-
out your career. Within organizations, you’re likely to work
with a combination of
“inside” employees and “outside” contractors, which can affect
the dynamics of the
workplace. And the availability of more independent workers in
the talent marketplace
gives employers more options and more leverage, so full-time
employees may find them-
selves competing against freelancers, at least indirectly.
As you navigate this uncertain future, keep two vital points in
mind. First, don’t wait
for your career to just happen: Take charge of your career and
stay in charge of it. Explore
all your options and have a plan, but be prepared to change
course as opportunities and
Prologue

threats appear on the horizon. Second, don’t count on employers
to take care of you. The
era of lifetime employment, in which an employee committed
to one company for life
with the understanding it would return the loyalty, is long gone.
From finding opportuni-
ties to developing the skills you need in order to succeed, it’s
up to you to manage your
career and look out for your own best interests.
how Employers View Today’s Job Market
From an employer’s perspective, the employment process is
always a question of balance.
Maintaining a stable workforce can improve practically every
aspect of business perfor-
mance, yet many employers want the flexibility to shrink and
expand payrolls as business
conditions change. Employers obviously want to attract the best
talent, but the best tal-
ent is more expensive and more vulnerable to offers from
competitors, so there are always
financial trade-offs to consider.

Employers also struggle with the ups and downs of the
economy. When unemploy-
ment is low, the balance of power shifts to employees, and
employers have to compete
in order to attract and keep top talent. When unemployment is
high, the power shifts
back to employers, who can afford to be more selective and less
accommodating. In
other words, pay attention to the economy; at times you can be
more aggressive in your
demands, but at other times you need to be more
accommodating.
Companies view employment as a complex business decision
with lots of variables
to consider. To make the most of your potential, regardless of
the career path you pursue,
you need to view employment in the same way.
What Employers Look for in Job applicants
Given the complex forces in the contemporary workplace and
the unrelenting pressure
of global competition, what are employers looking for in the
candidates they hire? The

short answer: a lot. Like all “buyers,” companies want to get as
much as they can for the
money they spend. The closer you can present yourself as the
ideal candidate, the better
your chances of getting a crack at the most exciting
opportunities.
Specific expectations vary by profession and position, of
course, but virtually all
employers look for the following general skills and attributes:5
■● Communication skills. The reason this item is listed first
isn’t that you’re reading
a business communication textbook. Communication is listed
first because it is far
and away the most commonly mentioned skill set when
employers are asked about
42 Prologue
Are you comfortable working on your own? Independent
workers have become an
important part of the global workforce.

what they look for in employees. Improving your
communication skills will help in
every aspect of your professional life.
■● Interpersonal and team skills. You will have many
individual responsibilities on the
job, but chances are you won’t work alone very often. Learn to
work with others and
help them succeed as you succeed.
■● Intercultural and international awareness and sensitivity.
Successful employers tend
to be responsive to diverse workforces, markets, and
communities, and they look for
employees with the same outlook.
■● Data collection, analysis, and decision-making skills.
Employers want people who
know how to identify information needs, find the necessary
data, convert the data
into useful knowledge, and make sound decisions.
■● Digital, social, and mobile media skills. Today’s workers
need to know how to use

common office software and to communicate using a wide range
of digital media
and systems.
■● Time and resource management. If you’ve had to juggle
multiple priorities during
college, consider that great training for the business world.
Your ability to plan proj-
ects and manage the time and resources available to you will
make a big difference
on the job.
■● Flexibility and adaptability. Stuff happens, as they say.
Employees who can roll with
the punches and adapt to changing business priorities and
circumstances will go fur-
ther (and be happier) than employees who resist change.
■● Professionalism. Professionalism is the quality of
performing at the highest possible
level and conducting oneself with confidence, purpose, and
pride. True profession-
als strive to excel, continue to hone their skills and build their
knowledge, are de-
pendable and accountable, demonstrate a sense of business

etiquette, make ethical
decisions, show loyalty and commitment, don’t give up when
things get tough, and
maintain a positive outlook.
adapting to Today’s Job Market
Adapting to the workplace is a lifelong process of seeking the
best fit between what you
want to do and what employers (or clients, if you work
independently) are willing to pay
you to do. It’s important to think about what you want to do
during the many thousands
of hours you will spend working, what you have to offer, and
how to make yourself more
attractive to employers.
Communication skills will benefit your career, no matter what
path or profession you
pursue.
Prologue 43
44 Prologue

TABLE 1 Career Self-Assessment
activity or Situation Strongly agree agree Disagree no
Preference
1. I want to work independently.
2. I want variety in my work.
3. I want to work with people.
4. I want to work with technology.
5. I want physical work.
6. I want mental work.
7. I want to work for a large organization.
8. I want to work for a nonprofit organization.
9. I want to work for a small business.
10. I want to work for a service business.

11. I want to start or buy a business someday.
12. I want regular, predictable work hours.
13. I want to work in a city location.
14. I want to work in a small town or suburb.
15. I want to work in another country.
16. I want to work outdoors.
17. I want to work in a structured environment.
18. I want to avoid risk as much as possible.
19. I want to enjoy my work, even if that means making less
money.
20. I want to become a high-level corporate manager.
whAT Do yoU wAnT To Do?
Economic necessities and the vagaries of the marketplace will

influence much of what
happens in your career, of course, and you may not always have
the opportunity to do
the kind of work you would really like to do. Even if you can’t
get the job you want right
now, though, start your job search by examining your values
and interests. Doing so will
give you a better idea of where you want to be eventually, and
you can use those insights
to learn and grow your way toward that ideal situation. Consider
these questions:
■● What would you like to do every day? Research occupations
that interest you. Find
out what people really do every day. Ask friends, relatives,
alumni from your school,
and contacts in your social networks. Read interviews with
people in various profes-
sions to get a sense of what their careers are like.
■● How would you like to work? Consider how much
independence you want on the
job, how much variety you like, and whether you prefer to work
with products, ma-
chines, people, ideas, figures, or some combination thereof.

■● How do your financial goals fit with your other priorities?
For instance, many high-
paying jobs involve a lot of stress, sacrifices of time with
family and friends, and fre-
quent travel or relocation. If location, lifestyle, intriguing work,
or other factors are
more important to you, you may well have to sacrifice some
level of pay to achieve them.
■● Have you established some general career goals? For
example, do you want to pursue
a career specialty such as finance or manufacturing, or do you
want to gain experi-
ence in multiple areas with an eye toward upper management?
■● What sort of corporate culture are you most comfortable
with? Would you be happy
in a formal hierarchy with clear reporting relationships? Or do
you prefer less struc-
ture? Teamwork or individualism? Do you like a competitive
environment?
You might need some time in the workforce to figure out what
you really want to do

or to work your way into the job you really want, but it’s never
too early to start thinking
about where you want to be. Filling out the assessment in Table
1 might help you get a
clearer picture of the nature of work you would like to pursue
in your career.
Prologue 45
whAT Do yoU hAvE To oFFER?
Knowing what you want to do is one thing. Knowing what a
company is willing to pay
you to do is another thing entirely. You may already have a
good idea of what you can
offer employers. If not, some brainstorming can help you
identify your skills, interests,
and characteristics. Start by jotting down achievements you’re
proud of and experiences
that were satisfying, and think carefully about what specific
skills these achievements
demanded of you. For example, leadership skills, speaking
ability, and artistic talent may

have helped you coordinate a successful class project. As you
analyze your achievements,
you may well begin to recognize a pattern of skills. Which of
them might be valuable to
potential employers?
Next, look at your educational preparation, work experience,
and extracurricular
activities. What do your knowledge and experience qualify you
to do? What have you
learned from volunteer work or class projects that could benefit
you on the job? Have
you held any offices, won any awards or scholarships, mastered
a second language? What
skills have you developed in nonbusiness situations that could
transfer to a business
position?
Take stock of your personal characteristics. Are you
aggressive, a born leader? Or
would you rather follow? Are you outgoing, articulate, great
with people? Or do you pre-
fer working alone? Make a list of what you believe are your
four or five most important
qualities. Ask a relative or friend to rate your traits as well.

If you’re having difficulty figuring out your interests,
characteristics, or capabili-
ties, consult your college career center. Many campuses
administer a variety of tests that
can help you identify interests, aptitudes, and personality traits.
These tests won’t reveal
your “perfect” job, but they’ll help you focus on the types of
work best suited to your
personality.
how CAn yoU MAkE yoURSELF MoRE vALUABLE?
While you’re figuring out what you want from a job and what
you can offer an employer,
you can take positive steps toward building your career. First,
look for volunteer projects,
temporary jobs, freelance work, or internships that will help
expand your experience
base and skill set.6 You can look for freelance projects on
Craigslist and numerous other
websites; some of these jobs have only nominal pay, but they
do provide an opportu-
nity for you to display your skills. Also consider applying your
talents to crowdsourcing

projects, in which companies and nonprofit organizations invite
the public to contribute
solutions to various challenges.
These opportunities help you gain valuable experience and
relevant contacts, provide
you with important references and work samples for your
employment portfolio, and
help you establish your personal brand (see the following
sections).
Second, learn more about the industry or industries in which
you want to work and
stay on top of new developments. Join networks of
professional colleagues and friends
who can help you keep up with trends and events. Many
professional societies have stu-
dent chapters or offer students discounted memberships. Take
courses and pursue other
educational or life experiences that would be difficult while
working full time.
BUILDIng An EMPLoyMEnT PoRTFoLIo
Employers want proof that you have the skills to succeed on

the job, but even if you don’t
have much relevant work experience, you can use your college
classes to assemble that
proof. Simply create and maintain an employment portfolio,
which is a collection of
projects that demonstrate your skills and knowledge. You can
create a print portfolio and
an e-portfolio; both can help with your career effort. A print
portfolio gives you some-
thing tangible to bring to interviews, and it lets you collect
project results that might not
be easy to show online, such as a handsomely bound report. An
e-portfolio is a multime-
dia presentation of your skills and experiences.7 Think of it as
a website that contains
your résumé, work samples, letters of recommendation,
relevant videos or podcasts you
have recorded, any blog posts or articles you have written, and
other information about
46 Prologue
you and your skills. The portfolio can be burned on a CD or

DVD for physical distribu-
tion or, more commonly, it can be posted online—whether on a
personal website, your
college’s site (if student pages are available), or a specialized
portfolio hosting site such
as Behance. To see a selection of student e-portfolios from
colleges around the United
States, go to real-timeupdates.com/bct14, select Student
Assignments, and locate the
link to student e-portfolios.
Throughout this course, pay close attention to the assignments
marked “Portfolio
Builder” (they start in Chapter 7). These items will make
particularly good samples
of not only your communication skills but also your ability to
understand and solve
business-related challenges. By combining these projects with
samples from your other
courses, you can create a compelling portfolio when you’re
ready to start interviewing.
Your portfolio is also a great resource for writing your résumé
because it reminds you of
all the great work you’ve done over the years. Moreover, you
can continue to refine and

expand your portfolio throughout your career; many
professionals use e-portfolios to
advertise their services.
As you assemble your portfolio, collect anything that shows
your ability to perform,
whether it’s in school, on the job, or in other venues. However,
you must check with
employers before including any items that you created while
you were an employee, and
check with clients before including any work products (anything
you wrote, designed,
programmed, and so on) they purchased from you. Many
business documents contain
confidential information that companies don’t want distributed
to outside audiences.
For each item you add to your portfolio, write a brief
description that helps other
people understand the meaning and significance of the project.
Include such items as these:
■● Background. Why did you undertake this project? Was it a
school project, a work
assignment, or something you did on your own initiative?

■● Project objectives. Explain the project’s goals, if relevant.
■● Collaborators. If you worked with others, be sure to
mention that and discuss team
dynamics if appropriate. For instance, if you led the team or
worked with others long
distance as a virtual team, point that out.
■● Constraints. Sometimes the most impressive thing about a
project is the time or bud-
get constraints under which it was created. If such constraints
apply to a project,
consider mentioning them in a way that doesn’t sound like an
excuse for poor quality.
If you had only one week to create a website, for example, you
might say that “One
of the intriguing challenges of this project was the deadline; I
had only one week to
design, compose, test, and publish this material.”
■● Outcomes. If the project’s goals were measurable, what was
the result? For example,
if you wrote a letter soliciting donations for a charitable cause,
how much money did

you raise?
■● Learning experience. If appropriate, describe what you
learned during the course of
the project.
Keep in mind that the portfolio itself is a communication
project, so be sure to apply
everything you’ll learn in this course about effective
communication and good design.
Assume that potential employers will find your e-portfolio site
(even if you don’t tell
them about it), so don’t include anything that could come back
to haunt you. Also, if you
have anything embarrassing on Facebook, Twitter, or any other
social networking site,
remove it immediately.
To get started, first check with the career center at your college;
many schools
offer e-portfolio systems for their students. (Some schools now
require e-portfolios, so
you may already be building one.) You can also find plenty of
advice online; search for
“e-portfolio,” “student portfolio,” or “professional portfolio.”

Prologue 47
BUILDIng yoUR PERSonAL BRAnD
Products and companies have brands that represent collections
of certain attributes, such
as the safety emphasis of Volvo cars, the performance emphasis
of BMW, or the luxury
emphasis of Cadillac. Similarly, when people who know you
think about you, they have
a particular set of qualities in mind based on your
professionalism, your priorities, and
the various skills and attributes you have developed over the
years. Perhaps without even
being conscious of it, you have created a personal brand for
yourself.
As you plan the next stage of your career, start managing your
personal brand delib-
erately. The branding specialist Mohammed Al-Taee defines
personal branding succinctly

as “a way of clarifying and communicating what makes you
different and special.”8
You will have multiple opportunities to plan and refine your
personal brand dur-
ing this course. For example, Chapter 8 offers tips on business
applications of social
media, which are key to personal branding, and Chapters 18 and
19 guide you through
the process of creating a résumé, building your network, and
presenting yourself in
interviews. To get you started, here are the basics of a
successful personal branding
strategy:9
■● Figure out the “story of you.” Simply put, where have you
been in life, and where are
you going? Every good story has dramatic tension that pulls
readers in and makes
them wonder what will happen next. Where is your story going
next? Chapter 18 of-
fers more on this personal brand-building approach.
■● Clarify your professional theme. Volvos, BMWs, and
Cadillacs can all get you from

point A to point B in safety, comfort, and style, but each brand
emphasizes some
attributes more than others to create a specific image in the
minds of potential buy-
ers. Similarly, you want to be seen as something more than just
an accountant, a
supervisor, a salesperson. What will your theme be? Brilliant
strategist? Hard-nosed,
get-it-done tactician? Technical guru? Problem solver? Creative
genius? Inspirational
leader?
■● Reach out and connect. Major corporations spread the word
about their brands with
multimillion-dollar advertising campaigns. You can promote
your brand at little or
no cost. The secret is networking, which you’ll learn more
about in Chapter 18. You
build your brand by connecting with like-minded people,
sharing information, dem-
onstrating skills and knowledge, and helping others succeed.
■● Deliver on your brand’s promise—every time, all the time.
When you promote a
brand, you make a promise—a promise that whoever buys that

brand will get the
benefits you are promoting. All of this planning and
communication is of no value
if you fail to deliver on the promises your branding efforts
make. Conversely, when
you deliver quality results time after time, your talents and
professionalism will speak
for you.
USIng ALL ThE JoB-SEARCh TooLS AT yoUR DISPoSAL
As a final note, be sure to use all the job-search tools and
resources available to you.
For example, many companies now offer mobile apps that give
you a feel for what it’s
like to work there and let you search for job openings. A variety
of apps and websites
can help you find jobs, practice interviewing, and build your
professional network.
We wish you great success in this course and in your career!
48 Prologue

Endnotes
1. Ryan Kim, “By 2020, Independent Workers Will Be the
Majority,” GigaOm, 8 December 2011,
gigaom.com.
2. Darren Dahl, “Want a Job? Let the Bidding Begin,” Inc.,
March 2011, 93–96; Thomas W. Malone,
Robert J. Laubacher, and Tammy Johns, “The Age of
Hyperspecialization,” Harvard Business Review,
July–August 2011, 56–65; Jennifer Wang, “The

with MyLab BusinessCommunication®• Reporting Dashboar.docx

More Related Content

Similar to with MyLab BusinessCommunication®• Reporting Dashboar.docx (20)

More from helzerpatrina (20)

Recently uploaded (20)

with MyLab BusinessCommunication®• Reporting Dashboar.docx