Essentials of Business Communication 10th Edition PDF

 Essentials of Business Communication 10e...

 Essentials of Business Communication 10e Mary Ellen Guffey Dana Loew y P rofessor E merita of B usiness B usiness C ommunicat ion P rogram L os A ngeles P ierce C ollege C al ifornia State U niversit y, F ullerton Australia Brazil Japan Korea Mexico Singapore Spain United Kingdom United States Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.  This is an electronic version of the print textbook. Due to electronic rights restrictions, some third party content may be suppressed. Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. The publisher reserves the right to remove content from this title at any time if subsequent rights restrictions require it. For valuable information on pricing, previous editions, changes to current editions, and alternate formats, please visit www.cengage.com/highered to search by ISBN#, author, title, or keyword for materials in your areas of interest. Important Notice: Media content referenced within the product description or the product text may not be available in the eBook version. Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.  Essentials of Business Communication, Tenth edition © 2016, 2013 Cengage Learning Mary Ellen Guffey WCN: 02-200-203 Dana Loewy ALL RIGHTS RESERVED. No part of this work covered by the Vice President, General Manager: Erin Joyner copyright herein may be reproduced, transmitted, stored, or used Product Director: Michael Schenk in any form or by any means graphic, electronic, or mechanical, including but not limited to photocopying, recording, scanning, Product Manager: Michele Rhoades digitizing, taping, Web distribution, information networks, or Sr. Content Developer: Mary Emmons information storage and retrieval systems, except as permitted Product Assistant: Brian Pierce under Section 107 or 108 of the 1976 United States Copyright Act, Marketing Manager: Jeff Tousignant without the prior written permission of the publisher. Content Project Manager: Jana Lewis For product information and technology assistance, contact us at Media Developer: John Rich and Deepak Kumar Cengage Learning Customer & Sales Support, 1-800-354-9706 Marketing Coordinator: Christopher Walz Manufacturing Planner: Ron Montogomery For permission to use material from this text or product, Marketing Communications Manager: Sarah Greber submit all requests online at www.cengage.com/permissions Further permissions questions can be emailed to Production Service: Cenveo [email protected] Sr. Art Director: Stacy Shirley Internal Designer: KeDesign, Mason, OH Library of Congress Control Number: 2014947986 Cover Designer: KeDesign, Mason, OH ISBN: 978-1-285-85891-3 Cover Image: denphumi/iStock/Thinkstock Student Edition ISBN: 978-1-285-85889-0 Intellectual Property Cengage Learning Analyst: Diane Garrity 20 Channel Center Street Project Manager: Sarah Shainwald Boston, MA 02210 USA Cengage Learning is a leading provider of customized learning solutions with office locations around the globe, including Singapore, the United Kingdom, Australia, Mexico, Brazil, and Japan. Locate your local office at www.cengage.com/global Cengage Learning products are represented in Canada by Nelson Education, Ltd. To learn more about Cengage Learning Solutions, visit www.cengage.com Purchase any of our products at your local college store or at our preferred online store www.cengagebrain.com Printed in the United States of America Print Number: 01 Print Year: 2014 Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Essentials of Business Communication 10E Dr. Mary Ellen Guffey Dr. Dana Loewy Emerita Professor of Business Business Communication Program Los Angeles Pierce College California State University, Fullerton [email protected] [email protected] Dear Business Communication Student: The Tenth Edition of Essentials of Business Communication brings you a four-in-one learning package including (a) an authoritative textbook, (b) a convenient workbook, (c) a self- teaching grammar/mechanics handbook, and (d) a comprehen- sive student website at www.cengagebrain.com. In preparing this Tenth Anniversary edition, your authors examined every topic and added new coverage to prepare Photographer: Barbara D’Allessandro you for success in today’s thoroughly networked and hyper- connected digital-age workplace. Here are a few of the major features: ▪▪ Workplace relevance. This edition continues to stress the practical and immediate importance of this course to your career success. Dana Loewy and Mary Ellen Guffey ▪▪ Communication technologies. You’ll find integrated coverage of cutting-edge digital technologies and mobile devices, emphasizing best practices for e-mail, texting, instant messaging, blogging, wikis, and social media. ▪▪ Job search and interviewing coverage. The Tenth Edition covers the latest trends and tips in preparing résumés and successful employment interviewing. ▪▪ Premier website at www.cengagebrain.com. All students with new books have access to chapter review quizzes, PowerPoint slides, flashcards, and a wide assortment of learning resources. ▪▪ Grammar and writing improvement exercises. One of the best ways to improve your writing skills is to revise poorly written messages. This edition provides many new grammar/mechanics and writing assignments to help you hone your skills. ▪▪ Writing plans. Clear, step-by-step writing plans structure the writing process so that you can get started quickly and stay focused on the writing experience. The many examples and model documents in Essentials of Business Communication, 10e, including winning résumés and cover letters, have made this book a favorite to keep as an on-the-job reference. We wish you well in your studies! Cordially, Mary Ellen Guffey & Dana Loewy Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. E s s e n t i a l s o f B u s i n e s s C o m m u n i c a t i o n , 1 0 e Digital Resources with Guffey/Loewy Mastering workplace communication is now easier than ever. Access numerous, robust study resources that complement your textbook at cengagebrain.com, and improve your business communication grade. © nopporn/Shutterstock.com iv  Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. E s s e n t i a l s o f B u s i n e s s C o m m u n i c a t i o n , 1 0 e Access these resources to improve your grade: CHAPTER REVIEW QUIZZES Quizzing capabilities allow you to brush up on important chapter concepts throughout the course or just prior to exams. Each quiz question includes feedback that further improves your understanding of important topics. POWERPOINT REVIEWS PowerPoint slides review important concepts from each chapter and help you comprehend and retain these concepts as you prepare for exams or internalize your learning. DOWNLOADABLE DOCUMENTS Avoid having to do the extra work rekeying documents by downloading them from the premium website. Or use these documents for additional practice, beyond instructor requirements. PERSONAL LANGUAGE TRAINER Personal Language Trainer is a comprehensive learning resource that ensures mastery of the grammar/ mechanics required in the business communication course. Take a diagnostic quiz to assess your current knowledge base. Complete warmup activities and exercises to brush up on problem areas. Then test your knowledge with a comprehensive test that helps you track your progress. FLASHCARDS Improve your vocabulary and understanding of business communication terminology by using these interactive, online study aids. WRITING RESOURCES This handy resource includes references to links and online writing resources to help you more easily complete writing assignments. Specifically, access Online Writing Labs, MLA and APA formats, and other valuable writing resources.  v Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.  Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.  5 REASONS to buy your textbooks and course materials at SAVINGS: 1 Prices up to 65% off, daily coupons, and free shipping on orders over $25 CHOICE: 2 Multiple format options including textbook, eBook and eChapter rentals CONVENIENCE: 3 Anytime, anywhere access of eBooks or eChapters via mobile devices SERVICE: 4 Free eBook access while your text ships, and instant access to online homework products STUDY TOOLS: Free study tools* for your text, plus writing, research, career and job search resources 5 * availability varies Find your course materials and start saving at: www.cengagebrain.com Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.  Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Brief Contents Unit 1 Business Communication in the Digital Age 1 1 Communicating in the Digital-Age Workplace 2 Unit 2 The Business Writing Process in the Digital Age 350 2 Planning Business Messages 36 3 Organizing and Drafting Business Messages 63 4 Revising Business Messages 90 Unit 3 Workplace Communication 119 0 5 Short Workplace Messages and Digital Media 120 6 Positive Messages 156 7 Negative Messages 192 8 Persuasive Messages 226 Unit 4 Business Reports 263 0 9 Informal Reports 264 10 Proposals and Formal Reports 299 Unit 5 Professionalism, Teamwork, Meetings, and Speaking Skills 351 11 Professionalism at Work: Business Etiquette, Ethics, Teamwork, and Meetings 352 12 Business Presentations 389 Unit 6 Employment Communication 425 13 The Job Search and Résumés in the Digital Age 426 14 Interviewing and Following Up 474 Appendixes A Correction Symbols and Proofreading Marks A-1 B Document Format Guide A-4 C Documentation Formats A-13 End Matter Grammar/Mechanics Handbook GM-1 Key to Grammar/Mechanics Checkups K-1 Index I-1 Brief Contents ix Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Contents unit1 Business Communication in the Digital Age 1 Communicating in the Digital-Age Workplace 2 1-1 Mastering the Tools for Success in the Critical Thinking 24 Twenty-First-Century Workplace 2 Activities and Cases 24 1-2 Developing Listening Skills 10 Grammar/Mechanics 1-3 Learning Nonverbal Communication Skills 11 Checkup—1 29 1-4 Recognizing How Culture Affects Editing Challenge—1 30 Communication 14 Communication Blend Images/Getty Images 1-5 Building Intercultural Workplace Skills 18 Workshop 31 John Lund/Sam Diephuis/ Endnotes 32 Summary of Learning Objectives 22 Acknowledgments 33 Chapter Review 23 unit 2 The Business Writing Process in the Digital Age 2 Planning Business Messages 36 2-1 Understanding the Communication Process 36 Critical Thinking 54 2-2 Using the 3-x-3 Writing Process as a Guide 38 Writing Improvement Exercises 54 2-3 Analyzing and Anticipating the Audience 41 Radical Rewrites 58 2-4 Using Expert Writing Techniques to Adapt to 44 Activities 59 Your Audience 44 Grammar/Mechanics Checkup—2 59 2-5 Developing Additional Expert Writing Editing Challenge—2 60 Techniques 47 Communication Workshop 61 Endnotes 62 Summary of Learning Objectives 52 Acknowledgments 62 Chapter Review 53 © Dean Drobot/Shutterstock.com 3 Organizing and Drafting Business Messages 63 3-1 Drafting Workplace Messages 63 Critical Thinking 79 3-2 Organizing Information to Show Relationships 66 Writing Improvement Exercises 79 3-3 Composing the First Draft With Effective Radical Rewrites 85 Sentences 69 Grammar/Mechanics Checkup—3 86 3-4 Developing Business Writing Techniques 71 Editing Challenge—3 87 3-5 Drafting Well-Organized, Effective Paragraphs 75 Communication Workshop 88 Endnotes 89 Summary of Learning Objectives 76 Acknowledgments 89 Chapter Review 77 x Contents Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.  4 Revising Business Messages 90 4-1 Taking Time to Revise: Applying Phase 3 of Chapter Review 106 the Writing Process 90 Critical Thinking 107 4-2 Making Your Message Clear 95 Writing Improvement Exercises 108 4-3 Enhancing Readability Through Document Radical Rewrites 114 Design 98 Grammar/Mechanics Checkup—4 115 4-4 Proofreading to Catch Errors 103 Editing Challenge—4 116 4-5 Evaluating the Effectiveness of Your Message 105 Communication Workshop 117 Endnotes 118 Summary of Learning Objectives 105 Acknowledgments 118 unit 3 Workplace Communication 5 Short Workplace Messages and Digital Media 120 5-1 Preparing Digital-Age E-Mail Messages Critical Thinking 141 and Memos 120 Writing Improvement Exercises 142 Purestock/Thinkstock 5-2 Workplace Messaging and Texting 127 Radical Rewrites 144 5-3 Making Podcasts and Wikis Work for Activities and Cases 146 Business 130 Grammar/Mechanics Checkup—5 150 5-4 Blogging for Business 132 Editing Challenge—5 152 5-5 Web 2.0: Social Networking 136 Communication Workshop 153 Endnotes 154 Summary of Learning Objectives 139 Acknowledgments 155 Chapter Review 140 6 Positive Messages 156 6-1 Routine Messages: E-Mails, Memos, and Critical Thinking 177 Letters 156 Writing Improvement Exercises 177 6-2 Typical Request, Response, and Radical Rewrites 179 Instruction Messages 158 Activities and Cases 182 6-3 Direct Claims and Complaints 164 Grammar/Mechanics Checkup—6 188 6-4 Adjustment Messages 168 Editing Challenge—6 189 6-5 Goodwill Messages 171 Communication Workshop 190 Endnotes 191 Summary of Learning Objectives 175 Acknowledgments 191 Chapter Review 176 Contents xi Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.  7 Negative Messages 192 7-1 Communicating Negative News Effectively 192 Writing Improvement Exercises 213 7-2 Analyzing Negative News Strategies 194 Radical Rewrites 215 7-3 Composing Effective Negative Messages 197 Activities and Cases 217 7-4 Refusing Typical Requests and Claims 202 Grammar/Mechanics Checkup—7 222 7-5 Managing Bad News Within Organizations 206 Editing Challenge—7 223 Communication Workshop 224 Summary of Learning Objectives 211 Endnotes 225 Chapter Review 212 Acknowledgments 225 Critical Thinking 213 8 Persuasive Messages 226 8-1 Understanding Persuasion in the Digital Age 226 Chapter Review 244 8-2 Planning and Writing Persuasive Requests 228 Critical Thinking 246 8-3 Writing Effective Persuasive Claims and Writing Improvement Exercises 246 Complaints 229 Radical Rewrites 247 8-4 Crafting Persuasive Messages in Digital-Age Activities and Cases 250 Organizations 232 Grammar/Mechanics Checkup—8 258 8-5 Creating Effective Sales Messages in Print Editing Challenge—8 259 and Online 233 Communication Workshop 260 Endnotes 261 Summary of Learning Objectives 243 Acknowledgments 262 unit 4 Business Reports 9 Informal Reports 264 ©Evgeny Karandaev/Shutterstock.com 9-1 Reporting in the Digital Age 264 Critical Thinking 290 9-2 Report Formats and Heading Levels 268 Activities and Cases 290 9-3 Defining the Purpose and Gathering Data 273 Grammar/Mechanics Checkup—9 294 9-4 Writing Short Informational Reports 275 Editing Challenge—9 296 9-5 Preparing Short Analytical Reports 279 Communication Workshop 297 Endnotes 298 Summary of Learning Objectives 288 Acknowledgments 298 Chapter Review 289 xii Contents Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.  10 Proposals and Formal Reports 299 10-1 Preparing Business Proposals 299 Summary of Learning Objectives 339 10-2 Writing and Editing Formal Business Chapter Review 340 Reports 305 Critical Thinking 341 10-3 Conducting Primary and Secondary Activities and Cases 342 Research 308 Grammar/Mechanics Checkup—10 347 10-4 Documenting and Citing Sources in Editing Challenge—10 348 Business Reports 316 Communication Workshop 349 10-5 Incorporating Meaningful Visual Aids and Endnotes 350 Graphics 318 Acknowledgments 350 10-6 Understanding Report Components 325 unit 5 Professionalism, Teamwork, Meetings, and Speaking Skills 11 Professionalism at Work: Business Etiquette, Ethics, Teamwork, and Meetings 352 11-1 Developing Professionalism and Business Chapter Review 377 Etiquette Skills at the Office and Online 352 Critical Thinking 378 11-2 Communicating Face-to-Face on the Job 355 Activities and Cases 378 11-3 Following Professional Telephone and Grammar/Mechanics Voice Mail Etiquette 361 Checkup—11 383 11-4 Adding Value to Professional Teams 364 Editing Challenge—11 385 11-5 Planning and Participating in Face-to-Face Communication and Virtual Meetings 368 Workshop 386 Endnotes 386 Purestock/Thinkstock Summary of Learning Objectives 376 Acknowledgments 388 12 Business Presentations 389 12-1 Preparing Effective Business Presentations 389 Chapter Review 412 12-2 Organizing Content for Impact and Critical Thinking 413 Audience Rapport 392 Activities and Cases 414 12-3 Understanding Contemporary Visual Aids 398 Grammar/Mechanics Checkup—12 420 12-4 Preparing Engaging Multimedia Editing Challenge—12 421 Presentations 400 Communication Workshop 422 12-5 Polishing Your Delivery and Following Up 406 Endnotes 423 Acknowledgments 423 Summary of Learning Objectives 411 Contents xiii Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. unit 6 Employment Communication 13 The Job Search and Résumés in the Digital Age 426 Radius/SuperStock 13-1 Job Searching in the Digital Age 426 Summary of Learning Objectives 462 13-2 Developing a Job-Search Strategy Focused on Chapter Review 463 the Open Job Market 429 Critical Thinking 464 13-3 Pursuing the Hidden Job Market With Radical Rewrites 465 Networking 431 Activities and Cases 467 13-4 Creating a Customized Résumé 435 Grammar/Mechanics Checkup—13 469 13-5 Optimizing Your Job Search With Today’s Editing Challenge—13 471 Digital Tools 448 Communication Workshop 472 13-6 Creating Customized Cover Messages 454 Endnotes 472 Acknowledgments 473 14 Interviewing and Following Up 474 14-1 Purposes and Types of Employment Chapter Review 499 Interviews 474 Critical Thinking 501 14-2 Before the Interview 476 Activities and Cases 501 14-3 During the Interview 482 Grammar/Mechanics Checkup—14 507 14-4 After the Interview 491 Editing Challenge—14 508 14-5 Preparing Additional Employment Communication Workshop 509 Documents 494 Endnotes 510 Summary of Learning Objectives 498 Acknowledgments 511 Appendixes Appendix A Correction Symbols and Proofreading Appendix B Document Format Guide A-4 Marks A-1 Appendix C Documentation Formats A-13 Grammar/Mechanics Handbook GM-1 Key to Grammar/Mechanics Checkups K-1 Index I-1 xiv Contents Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Appreciation for Support No successful textbook reaches a No. 1 position without a great deal of help. We are exceedingly grateful to the reviewers and other experts who contributed their pedagogic and academic expertise in shaping Essentials of Business Communication. We extend sincere thanks to many professionals at Cengage Learning, including Jack W. Calhoun, Senior Vice President; Erin Joyner, Vice President, General Manager; Michael Schenk, Product Director, Business, Management & Marketing; Michele Rhoades, Senior Product Manager; Kristen Hurd, Senior Brand Manager; John Rich, Senior Media Developer; Jeff Tousignant, Marketing Manager; Shirley Stacy, Senior Art Director; and Jana Lewis, Content Project Manager. We are also grateful to Crystal Bullen, DPS Associates, and Malvine Litten, LEAP Publishing Services, who ensured premier quality and excellent accuracy throughout the publishing process. Our very special thanks go to Mary Emmons, Senior Content Developer, whose wise counsel, excep- tional management skills, friendship, and unfailingly upbeat outlook have kept us sane and on track as she shepherded many editions of our books to market leadership. Our heartfelt appreciation goes to the following for their expertise in creating superior instructor and student support materials: Jane Flesher, Chippewa Valley Technical College; Janet Mizrahi, University of California, Santa Barbara; Joyce Staples, Bellevue College; and Christina Turner, Des Moines Area Community College. Mary Ellen Guffey Dana Loewy Grateful Thanks to the Following Faridah Awang Mary Y. Bowers Elizabeth Donnelly-Johnson Eastern Kentucky University Northern Arizona University Muskegon Community College Joyce M. Barnes Therese Butler Texas A & M University - Corpus Long Beach City College Jeanette Dostourian Christi Cypress College Derrick Cameron Patricia Beagle Vance-Granville Community Nancy J. Dubino Bryant & Stratton Business College Greenfield Community College Institute Nancy C. Bell Brennan Carr Donna N. Dunn Wayne Community College Long Beach City College Beaufort County Community College Ray D. Bernardi Steven V. 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Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. About the Authors Dr. Mary Ellen Guffey A dedicated professional, Mary Ellen Guffey has taught business communication and business English topics for over thirty-five years. She received a bachelor’s degree, summa cum laude, from Bowling Green State University; a master’s degree from the University of Illinois, and a doctorate in business and economic educa- tion from the University of California, Los Angeles (UCLA). She has taught at the University of Illinois, Santa Monica College, and Los Angeles Pierce College. Now recognized as the world’s leading business communication textbook author, Dr. Guffey corresponds with instructors around the globe who are using her books. She is the founding author of the award-winning Business Communication: Process and Product, the leading business communication textbook in this country. She also wrote Business English, which serves more students than any other book in its field; Essentials of College English; and Essentials of Business Communication, the leading text/workbook in its market. Dr. Guffey is active professionally, serving on the review boards of the Business and Professional Communication Quarterly and the Journal of Business Communication, publications of the Association for Business Communication. She participates in national meetings, sponsors busi- ness communication awards, and is committed to promoting excellence in business communication pedagogy and the development of student writing skills. Dr. Dana Loewy Dana Loewy has been teaching business communication at California State University, Fullerton for the past eighteen years. She enjoys introducing undergrad- uates to business writing and honing the skills of graduate students in managerial communication. Most recently, she has also taught various German classes. Dr. Loewy is a regular guest lecturer at Fachhochschule Nürtingen, Germany. Having earned a PhD from the University of Southern California in English with a focus on translation, she is a well-published freelance translator, interpreter, brand-name consultant, and textbook author. Dr. Loewy has collaborated with Dr. Guffey on recent editions of Business Communication: Process & Product as well as on Essentials of Business Communication. Fluent in several languages, among them German and Czech, her two native languages, Dr. Loewy has authored critical articles in many areas of interest— literary criticism, translation, business communication, and business ethics. Before teaming up with Dr. Guffey, Dr. Loewy published various poetry and prose trans- lations, most notably The Early Poetry of Jaroslav Seifert and On the Waves of TSF. Active in the Association for Business Communication, Dr. Loewy focuses on creating effective teaching/learning materials for undergraduate and graduate busi- ness communication students. xviii About the Authors Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.  Business unit 1 Communication C hapter 1 Communicating in the Digital Age in the Digital-Age Workplace John Lund/Sam Diephuis/Blend Images/Getty Images 1 Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. 1 Chapter Communicating in the Digital-Age Workplace © Sergey Nivens/Shutterstock.com Objectives After studying this chapter, you should be able to 1-1 Describe how solid communication skills will Mastering the Tools for Success in improve your career prospects and help you succeed in 1-1 today’s challenging digital- age workplace. the Twenty-First-Century Workplace 1-2 Confront barriers to You may wonder what kind of workplace you will enter when you graduate and effective listening, and start which skills you will need to be successful in it. Expect a fast-moving, competitive, building your listening skills. and information-driven digital environment. Communication technology provides 1-3 unmatched mobility and connects individuals anytime and anywhere in the world. Explain the importance of Today’s communicators interact using mobile electronic devices and access infor- nonverbal communication and mation stored on remote servers, “in the cloud.” This mobility and instant access of improving your nonverbal explain why increasing numbers of workers must be available practically around communication skills. the clock and must respond quickly. 1-4 This first chapter presents an overview of communication in business today. Explain five common dimensions of culture, and It addresses the contemporary workplace, listening skills, nonverbal communica- understand how culture tion, the cultural dimensions of communication, and intercultural job skills. The affects communication and remainder of the book is devoted to developing specific writing and speaking skills. the use of social media and communication technology. 1-1a Solid Communication Skills: Your Pass to Success 1-5 Discuss strategies that Your ability to communicate is a powerful career sifter.1 Strong communication help communicators skills will make you marketable even in a tough economic climate. When jobs are overcome negative cultural few and competition is fierce, superior communication skills will give you an edge attitudes and prevent over other job applicants. Recruiters rank communication high on their wish lists.2 miscommunication in today’s diverse networked workplace. Chapter 1: Communicating in the Digital-Age Workplace 2 Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. In a Fortune poll, 1,000 executives cited writing, critical-thinking, and problem- Office solving skills along with self-motivation and team skills as their top choices in new- Insider hires. Effective writing skills can be a stepping-stone to great job opportunities; poorly developed writing skills, on the other hand, will derail a career. “Communicating Perhaps you are already working or will soon apply for your first job. How do clearly and effectively your skills measure up? The good news is that you can learn effective communica- has NEVER been more tion. This textbook and this course can immediately improve your communication important than it is skills. Because the skills you are learning will make a huge difference in your ability today. Whether it’s fair or to find a job and to be promoted, this will be one of the most important courses not, life-changing critical you will ever take. judgments about you are being made based solely on your writing ability.” 1-1b T he Digital Revolution: Why Writing Skills Matter —Victor Urbach, management More Than Ever consultant People in today’s workforce communicate more, not less, since information tech- © sjenner13/iStock/Thinkstock nology and the Internet have transformed the world of work. Thanks to technology, messages travel instantly to distant locations, reaching potentially huge audiences with a minimum of expense and effort. Work team members collaborate even when they are physically apart. Moreover, social media are playing an increasingly prom- inent role in business. In such a hyperconnected world, writing matters more than ever. Digital media require more written communication, and workers’ skills are always on display.3 As a result, employers seek employees with a broader range of skills and higher levels of knowledge in their field than in the past.4 Unfortunately, a great number of workers can’t deliver.5 A survey of American corporations revealed that two thirds of salaried employees have some writing responsibility. About one third of them, however, do not meet the writing requirements for their positions.6 “Businesses are Learning Objective 1 Describe how solid crying out—they need to have people who write better,” said Gaston Caperton, communication skills will business executive and former College Board president.7 improve your career prospects Not surprisingly, many job listings mention the need for excellent oral and and help you succeed written communication skills. In a poll of recruiters, oral and written communica- in today’s challenging tion skills were by a large margin the top skill set sought.8 Among the top choices digital-age workplace. in two other surveys were teamwork, critical-thinking, analytical-reasoning, and oral and written communication skills.9 In addition, as you will learn in later chap- Note: Small superscript numbers in the text ters, recruiters will closely examine your social media presence to learn about your announce information communication skills and professionalism. Naturally, they will not hire candidates sources. Full citations begin who write poorly or post inappropriate content online.10 on page N-1 near the end Techies Write Too. Even in technical fields such as accounting and information of the book. This edition uses a modified American technology, you will need strong communication skills. A poll of 1,400 chief finan- Psychological Association cial officers sponsored by Accountemps revealed that 75 percent said that verbal, (APA) reference format. written, and interpersonal skills are more important today than they were in the past.11 Technical experts must be able to communicate with others and explain their work clearly, says an IBM systems specialist.12 A survey of Web professionals showed that those with writing and copyediting skills were far less likely to have their jobs sent offshore.13 Another survey conducted by the Society for Information Management revealed that network professionals ranked written and oral commu- nication skills among the top five most desired skills for new-hires.14 Businesses Generate a Wide Range of Messages. Be prepared to use a variety of media. In addition to occasional traditional letters and memos, expect to commu- nicate with the public and within the company by e-mail,* instant messaging and *The usage standard in this book is Merriam-Webster’s Collegiate Dictionary, Eleventh Edition. Words such as e-mail and Web are in a state of flux, and a single standard has yet to establish itself. Merriam-Webster’s continues to show conventional usage patterns. Chapter 1: Communicating in the Digital-Age Workplace 3 Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.  texting, company blogs, collaboration software such as wikis, and social media sites such as Facebook, Twitter, Pinterest, Instagram, and YouTube. You will learn more about workplace communication technology in Chapter 5. Writing Is in Your Future. Regardless of career choice, you will probably be sending many digital messages, such as the e-mail shown in Figure 1.1. In fact, e-mail is “today’s version of the business letter or interoffice memo.”15 Because elec- tronic mail and other digital media have become important channels of commu- nication in today’s workplace, all digital business messages must be clear, concise, and professional. Notice that the message in Figure 1.1 is more businesslike and more professional than the quick e-mail or text you might send socially. Learning to write professional digital messages will be an important part of this course. Figure 1.1 Businesslike, Professional E-Mail Message Because e-mails have all but replaced business letters and interoffice memos in most Take a workplaces, they must be written carefully, provide complete information, and sound businesslike and professional. Notice that this message is more formal in tone than e-mail messages you might send to friends. look at the email To: Customer Service Improvement Team From: Ron P. Hernan