discussion
check attach
Ch.5
Why is proofreading an important part of the writing process? How do you proofread your written assignments? How many times?
Ch.12
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Full-Circle Learning
MyLab: Learning Full Circle for Marketing,
Management, Business Communication,
Intro to Business, and MIS
BEFORE
CLASS
AFTER
CLASS DURING
CLASS
Decision
Sims, Videos,
and Learning
Catalytics
DSM’s,
pre-lecture
homework,
eText
Writing
Space, Video
Cases, Quiz-
zes/Tests
MyLab
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Critical Thinking
MyBCommLab: Improves Student
Engagement Before, During, and After Class
Decision Making
Prep and
Engagement
Video exercises engaging videos that bring business concepts to life and explore business topics
related to the theory students are learning in class. Quizzes then assess students comprehension of
the concepts covered in each video.
Learning Catalytics a bring your own device student engagement, assessment, and classroom
intelligence system helps instructors analyze students critical-thinking skills during lecture.
Dynamic Study Modules (DSMs) through adaptive learning, students get personalized guidance
where and when they need it most, creating greater engagement, improving knowledge retention,
and supporting subject-matter mastery. Also available on mobile devices.
Business Today bring current events alive in your classroom with videos, discussion
questions, and author blogs. Be sure to check back often, this section changes daily.
Decision-making simulations place your
students in the role of a key decision maker. The
simulation will change and branch based on the
decisions students make, providing a variation of
scenario paths. Upon completion of each simulation,
students receive a grade, as well as a detailed report
of the choices they made during the simulation and
the associated consequences of those decisions.
Writing Space better writers make great learnerswho perform better in their courses. Providing
a single location to develop and assess concept mastery and critical thinking, the Writing Space offers
automatic graded, assisted graded, and create your own writing assignments, allowing you to exchange
personalized feedback with students quickly and easily.
Writing Space can also check students work for improper citation or plagiarism by comparing it
against the worlds most accurate text comparison database available from Turnitin.
Additional Features included with the MyLab are a powerful homework and test manager, robust
gradebook tracking, comprehensive online course content, and easily scalable and shareable content.
http://www.pearsonmylabandmastering.com
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Todays students are holding the future
of business communication in their hands
As another disruptive technology redefines business communication, Bove
and Thill are once again the first to respond with current, comprehensive,
and fully integrated coverage.
Just as Bove and Thill pioneered coverage of the social media revolution,
they now lead the market with up-to-the-minute coverage of mobile business
communication.
The mobile revolution:
key facts and figures
Smart business leaders know they must adapt and
respond to the rise of mobile usage by consumers
and employees:2
For millions of people, a mobile device is their primary way, if not their only way, to access the Internet.
Globally, 80 percent of Internet users access the web at least some of the time with a mobile device.
Mobile has become the primary communication tool for many business professionals, including a majority of
executives under age 40.
Email and web browsing rank first and second in terms of the most common nonvoice uses of smartphones.
More email messages are now opened on mobile devices than on PCs.
Roughly half of U.S. consumers use a mobile device exclusively for their online search needs.
Many online activities that eventually migrate to a PC screen start out on a mobile screen.
Mobile is the most disruptive
technology that I have seen in
48 years in Silicon Valley.1
Venture capitalist
JoeSchoendorf
Bove and Thills coverage of mobile business
communication includes these important topics:
The Mobile Revolution
The Rise of Mobile as a Communication Platform
How Mobile Technologies Are Changing Business
Communication
Collaboration via Mobile Devices
Business Etiquette Using Mobile Devices
The Unique Challenges of Communication
on Mobile Devices
Writing Messages for Mobile Devices
Designing Messages for Mobile Devices
Optimizing Content for Mobile Devices
Visual Media on Mobile Devices
Creating Promotional Messages for Mobile Devices
Integrating Mobile Devices in Presentations
REAL-TIME UPDATES
Learn More by Visiting this Website
The mobile revolution by the numbers
Explore dozens of statistical measures that show the
impact of mobile communication. Go to http://real-timeupdates
.com/bce7. Under Students, click on Learn More.
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Integrated coverage and student activities
As with social media, the changes brought about by mobile run far deeper
than the technology itself. Successful communication on mobile devices
requires a new approach to planning, writing, and designing messages.
With in-depth, integrated coverage of the challenges and opportunities
that mobile presents, Business Communication Essentials, 7th Edition, helps
students adapt their personal use of mobile devices to the unique demands
of business communication. Through a variety of annotated model messages,
questions, activities, and cases, students will gain valuable skills in the art
ofcommunicating via mobile devices.
With realistic examples, pointers to dozens of business
communication apps, and a full range of questions and
projects, Business Communication Essentials highlights the
best current practices in mobile business communication.
The text from this
conventional report
page is too small
to read on a
phone screen.
However, zooming in
to read forces the
reader to lose context
and repeatedly hunt
around to find all the
pieces of the page.
Optimizing for mobile
includes writing short
headlines that get
right to the point.
This introduction
conveys only the
information readers
need in 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
information on the
five points.
MOBILE APPS
Pocket Letter Pro includes
templates for a variety of letter types
to simplify writing business letters on
your mobile device.
CHAPTER 6 Crafting Messages for DigitalChannels 155
Cases
Website links for selected companies mentioned in cases can
be found in the Student Assignments section at http://real-
timeupdates.com/bce7 .
SOCIAL NETWORKING SKILLS
6-26. Media Skills: Social Networking; Media Skills: Micro-
blogging [LO-2] [LO-6] Foursquare is one of the leading pro-
viders of location-based social networking services. Millions of
people use Foursquare for social engagement and friendly com-
petition, and many business owners are starting to recognize the
marketing potential of having people who are on the move in
local areas broadcasting their locations and sharing information
about stores, restaurants, clubs, and other merchants.
Your task: Review the information on Foursquares Merchant
Platform. Now write four brief messages, no more than 140char-
acters long (including spaces). The first should summarize the
benefits to stores, restaurants, and other brick and mortar busi-
nesses of participating in Foursquare, and the next three messages
should convey three compelling points that support that overall
benefit statement. If your class is set up with private Twitter ac-
counts, use your private account to send your messages. Other-
wise, email your four messages to your instructor or post them on
your class blog, as your instructor directs.
SOCIAL NETWORKING SKILLS
6-27. Media Skills: Social Networking; Online Etiquette
[LO-2] , Chapter 2 Employees who take pride in their work are
a practically priceless resource for any business. However, pride
can sometimes manifest itself in negative ways when employees
come under criticismand public criticism is a fact of life in so-
cial media. Imagine that your company has recently experienced
a rash of product quality problems, and these problems have gen-
erated some unpleasant and occasionally unfair criticism on a va-
riety of social media sites. Someone even set up a Facebook page
specifically to give customers a place to vent their frustrations.
You and your public relations team jumped into action,
responding to complaints with offers to provide replacement
products and help customers who have been affected by the qual-
ity problems. Everything seemed to be going as well as could be
expected, when you were checking a few industry blogs one eve-
ning and discovered that two engineers in your companys prod-
uct design lab have been responding to complaints on their own.
They identified themselves as company employees and defended
their product design, blaming the companys production depart-
ment and even criticizing several customers for lacking the skills
needed to use such a sophisticated product. Within a matter of
minutes, you see their harsh comments being retweeted and re-
posted on multiple sites, only fueling the fire of negative feedback
against your firm. Needless to say, you are horrified.
Your task: You manage to reach the engineers by private
message and tell them to stop posting messages, but you realize
you have a serious training issue on your hands. Write a post
for the internal company blog that advises employees on how to
respond appropriately when they are representing the company
online. Use your imagination to make up any details you need.
SOCIAL NETWORKING SKILLS
6-28. Media Skills: Social Networking [LO-2] Social media
can be a great way to, well, socialize during your college years, but
employers are increasingly checking up on the online activities of
potential hires to avoid bringing in employees who may reflect
poorly on the company.
Your task: Team up with another student and review each others
public presence on Facebook, Twitter, Flickr, blogs, and any other
website that an employer might check during the interview and
recruiting process. Identify any photos, videos, messages, or other
material that could raise a red flag when an employer is evaluating
a job candidate. Write your teammate an email message that lists
any risky material.
EMAIL SKILLS/ PORTFOLIO BUILDER
6-29. Media Skills: Email [LO-4] One-quarter of all motor
vehicle accidents that involve children under age 12 are side-
impact crashesand these crashes result in higher rates of inju-
ries and fatalities than those with front or rear impacts.
Your task: You work in the consumer information department
at Britax, a leading manufacturer of car seats. Your manager
has asked you to prepare an email message that can be sent out
whenever parents request information about side-impact crashes
and the safety features of Britax seats. Start by researching side-
impact crashes on the Britax website. Write a three-paragraph
message that explains the seriousness of side-impact crashes,
describes how injuries and fatalities can be minimized in these
crashes, and describes how Britaxs car seats are designed to help
protect children in side-impact crashes. 57
EMAIL SKILLS / MOBILE SKILLS
6-30. Media Skills: Email [LO-4] The size limitations of
smartphone screens call for a different approach to writing (see
page 97 ) and formatting (see page 118 ) documents.
Your task: On the website of any company that interests you,
find a news release (some companies refer to them as press
releases ) that announces the launch of a new product. Using Pages
or any other writing app at your disposal, revise and format the
material in a way that would be effective on smartphone screens.
IM SKILLS
6-31. Media Skills: IM; Compositional Modes: Tutorials [LO-1]
[LO-5] High-definition television can be a joy to watchbut,
oh, what a pain to buy. The field is cluttered with competing
technologies and arcane terminology that is meaningless to most
consumers. Moreover, its nearly impossible to define one techni-
cal term without invoking two or three others, leaving consum-
ers swimming in an alphanumeric soup of confusion. As a sales
334 PART 4 Longer Business Messages
that anyone involved with this topic should know about. Prepare
a 10-minute presentation that introduces the topic, comments
on its importance to the U.S. economy, and discusses the issues
youve identified. Assume that your audience is a cross-section of
business managers who dont have any particular experience in
the topic youve chosen.
PRESENTATION SKILLS / PORTFOLIO BUILDER
12-22. Presentations: Designing Presentation Visuals [LO-4]
Depending on the sequence your instructor chose for this course,
youve probably covered 8 to 10 chapters at this point and learned
or improved many valuable skills. Think through your progress
and identify five business communication skills that youve either
learned for the first time or developed during this course.
Your task: Create a Prezi or slide presentation that describes
each of the five skills youve identified. Be sure to explain how
each skill could help you in your career. Use any visual style that
you feel is appropriate for the assignment.
PRESENTATION SKILLS / MOBILE SKILLS
12-23. Presentations: Designing Presentation Visuals;
Mobile Media [LO-4] On SlideShare or any other source, find
a business presentation on any topic that interests you.
Your task: Re-create the first five slides in the presentation in
a manner that will make them more mobile-friendly. Create as
many additional slides as you need.
PRESENTATION SKILLS / TEAM SKILLS
12-24. Planning, Designing, and Creating Presentation Slides;
Collaboration: Team Projects [LO-1] , [LO-2] , [LO-3] , [LO-4] ,
Chapter 2 Changing a nations eating habits is a Herculean task,
but the physical and financial health of the United States depends
on it. You work for the USDA Center for Nutrition Policy and
Promotion, and its your job to educate people on the dangers
of unhealthy eating and the changes they can make to eat more
balanced and healthful diets.
Your task: Visit http://real-timeupdates.com/bce7 , click on
Student Assignments, and download Chapter 12 Case ( Dietary
Guidelines for Americans ). With a team assigned by your instructor,
develop a 10- to 15-minute presentation that conveys the key points
from Chapter 3 of the Guidelines , Food and Food Components to
Reduce. The objectives of your presentation are to alert people
to the dangers of excessive consumption of the five components
discussed in the chapter and to let them know what healthy levels
of consumptions are. This chapter has a lot of information, but you
dont need to pack it all into your presentation; you can assume
that the chapter will be available as a handout to anyone who
attends your presentation. Along with your presentation, draft
speaking notes that someone outside your team could use to give
the presentation. You can use images from the Guidelines PDF,
the websites of the U.S. Department of Agriculture and the U.S.
Department of Health and Human Services, or a nongovernment
source such as Creative Commons. Cite all your image sources
and make sure you follow the usage and attribution guidelines for
any photos you find on nongovernment sites.
PRESENTATION SKILLS /
SOCIAL NETWORKING SKILLS
12-18. Presentations: Planning a Presentation [LO-1] You
know those times when youre craving Thai food or the perfect
fruit smoothie, but you dont know where to go? Or when youre
out shopping or clubbing and want to let your friends know where
you are? Foursquares location-based services connect you with
friends and companies that offer products and services of interest.
Your task: Create a brief presentation explaining the Foursquare
concept and its features and benefits. List two Foursquare
competitors and give a brief assessment of which of the three you
would recommend to your classmates.
PRESENTATION SKILLS
12-19. Planning, Designing, and Creating Presentation Slides
[LO-1] , [LO-2] , [LO-3] , [LO-4] Not long ago, snowboarding
seemed to be on pace to pass skiing as the countrys favorite way to
zoom down snowy mountains, but the sports growth has cooled
off in recent years. 36
Your task: Research and prepare a 10-minute presentation
on participation trends in snowboarding and skiing, including
explanations for the relative popularity of both sports. Include
at least three quotations to emphasize key points in your
presentation. Use either structured or free-form slides.
PRESENTATION SKILLS
12-20. Planning, Designing, and Creating Presentation Slides
[LO-1] , [LO-2] , [LO-3] , [LO-4] Many companies publish stories
of their founding and early years. The computer company Hewlett-
Packard (HP), for example, tells the story of how founders Bill
Hewlett and Dave Packard started the company in a garage in Palo
Alto, California, in 1938, doing anything they could to bring in a
nickel. That garage is now preserved as the birthplace of Silicon
Valley, which helps maintain HPs image as a technology pioneer. 37
Your task: Choose a company that has been in business for at least
two decades and prepare a 10-minute presentation on its history.
PRESENTATION SKILLS / TEAM SKILLS
12-21. Presentations: Planning a Presentation [LO-1] In
your job as a business development researcher for a major corpo-
ration, youre asked to gather and process information on a wide
variety of subjects. Management has gained confidence in your
research and analysis skills and would now like you to begin mak-
ing regular presentations at management retreats and other func-
tions. Topics are likely to include the following:
Offshoring of U.S. jobs
Foreign ownership of U.S. firms
Employment issues involving workers from other countries
Tax breaks offered by local and state governments to attract
new businesses
Economic impact of environmental regulations
Your task: With a team assigned by your instructor, choose one of
the topics from the list and conduct enough research to familiarize
yourself with the topic. Identify at least three important issues
1. The Mobile Revolution Is Just Beginning, press release, Word Economic Forum, 13 September 2013, www.weforum.org.
2. More Than Nine in 10 Internet Users Will Go Online via Phone, eMarketer, 6 January 2014, www.emarketer.com; Christina CK Kerley, The Mobile Revolution & B2B, white paper,
2011, www.b2bmobilerevolution.com; Jordie can Rijn, The Ultimate Mobile Email Statistics Overview, Emailmonday.com, accessed 9 February 2014, www.emailmonday.com; Jessica Lee,
46% of Searchers Now Use Mobile Exclusively to Research [Study], Search Engine Watch, 1 May 2013, http://searchenginewatch.com.
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http://www.weforum.org
http://www.emarketer.com
http://www.b2bmobilerevolution.com
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seVenth
eDition business
Communication
essentials
boston Columbus indianapolis new york san Francisco amsterdam
Cape town Dubai London Madrid Milan Munich Paris Montral toronto
Delhi Mexico City so Paulo sydney hong Kong seoul singapore taipei tokyo
Courtland L. Bove
ProFessor oF business CoMMuniCation
C. aLLen PauL DistinguisheD Chair
grossMont CoLLege
John V. Thill
ChairMan anD ChieF exeCutiVe oFFiCer
gLobaL CoMMuniCation strategies
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Library of Congress Cataloging-in-Publication Data
Bove, Courtland L.
Business communication essentials: a skills-based approach / Courtland L. Bove and
John V. Thill. Seventh edition.
pages cm
Includes index.
ISBN 978-0-13-389678-7 ISBN 0-13-389678-1 1. Business communication. 2. Business writing.
3. Business presentations. I. Thill, John V. II. Title.
HF5718.B659 2016
658.45dc23
2014034002
10 9 8 7 6 5 4 3 2 1
ISBN 10: 0-13-389678-1
ISBN 13: 978-0-13-389678-7
Vice President, Business Publishing: Donna Battista
Editor-in-Chief: Stephanie Wall
Acquisitions Editor: Nicole Sam
Program Manager Team Lead: Ashley Santora
Program Manager: Denise Vaughn
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Director of Marketing, Digital Services and Products:
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vii
Contents in brief
Preface xvii
Prologue xxxvii
PART 1 business Communication Foundations 1
1 Professional Communication in Todays Digital, Social, Mobile World 3
2 Collaboration, Interpersonal Communication, and Business Etiquette 35
PART 2 the three-step Writing Process 57
3 Planning Business Messages 59
4 Writing Business Messages 81
5 Completing Business Messages 107
PART 3 brief business Messages 127
6 Crafting Messages for Digital Channels 129
7 Writing Routine and Positive Messages 161
8 Writing Negative Messages 183
9 Writing Persuasive Messages 211
PART 4 Longer business Messages 235
10 Understanding and Planning Reports and Proposals 237
11 Writing and Completing Reports and Proposals 263
12 Developing and Delivering Business Presentations 309
PART 5 employment Messages and Job interviews 337
13 Building Careers and Writing Rsums 339
14 Applying and Interviewing for Employment 367
appendix A Format and Layout of Business Documents 397
appendix B Documentation of Report Sources 413
appendix C Correction Symbols 419
handbook of grammar, Mechanics, and usage 423
answer Keys 455
index 459
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ix
Contents
Preface xvii
Prologue xxxvii
PART 1
business Communication
Foundations 1
1 Professional Communication
in Todays Digital, Social,
Mobile World 3
CoMMuniCation Matters . . . 3
understanding Why Communication Matters 4
Communication Is Important to Your Career 4
Communication Is Important to Your Company 5
What Makes Business Communication Effective? 5
Communicating as a Professional 6
Understanding What Employers Expect from You 8
Communicating in an Organizational Context 8
Adopting an Audience-Centered Approach 8
exploring the Communication Process 9
The Basic Communication Model 9
The Social Communication Model 10
the Mobile revolution 11
The Rise of Mobile as a Communication Platform 11
How Mobile Technologies Are Changing Business
Communication 12
Committing to ethical Communication 15
Distinguishing Ethical Dilemmas from Ethical Lapses 15
Making Ethical Choices 16
Communicating in a World of Diversity 16
The Advantages and Challenges of a Diverse Workforce 17
Key Aspects of Cultural Diversity 18
Advice for Improving Intercultural Communication 20
using technology to improve business
Communication 21
Keeping Technology in Perspective 23
Using Tools Productively 23
Guarding Against Information Overload 23
Reconnecting with People Frequently 23
Chapter review and activities 28
test your Knowledge 29
apply your Knowledge 29
Practice your skills 29
expand your skills 31
improve your grammar, Mechanics, and usage 31
endnotes 32
2 Collaboration, Interpersonal
Communication, and
Business Etiquette 35
CoMMuniCation Matters . . . 35
Communicating effectively in teams 36
Advantages and Disadvantages of Teams 36
Characteristics of Effective Teams 36
Collaborating on Communication efforts 37
Guidelines for Collaborative Writing 37
Technologies for Collaborative Writing 38
Givingand Responding toConstructive Feedback 39
Making your Meetings More Productive 40
Preparing for Meetings 40
Conducting and Contributing to Efficient Meetings 40
Putting Meeting Results to Productive Use 41
Using Meeting Technologies 42
improving your Listening skills 43
Recognizing Various Types of Listening 44
Understanding the Listening Process 44
Overcoming Barriers to Effective Listening 45
improving your nonverbal Communication
skills 45
Developing your business etiquette 47
Business Etiquette in the Workplace 47
Business Etiquette in Social Settings 48
Business Etiquette Online 49
Business Etiquette Using Mobile Devices 49
Chapter review and activities 50
test your Knowledge 51
apply your Knowledge 51
Practice your skills 51
expand your skills 53
improve your grammar, Mechanics, and usage 53
endnotes 54
PART 2
the three-step Writing
Process 57
3 Planning Business Messages 59
CoMMuniCation Matters . . . 59
understanding the three-step Writing Process 60
analyzing the situation 61
Defining Your Purpose 61
Developing an Audience Profile 61
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DESIGN SERVICES OF
carlisle
Publishing Services
gathering information 62
Uncovering Audience Needs 63
Providing Required Information 64
selecting the best Combination of Media
and Channels 64
The Most Common Media and Channel Options 64
Factors to Consider When Choosing Media and Channels 70
organizing your Message 70
Defining Your Main Idea 71
Limiting Your Scope 71
Choosing Between Direct and Indirect Approaches 72
Outlining Your Content 72
Building Reader Interest with Storytelling Techniques 74
Chapter review and activities 76
test your Knowledge 77
apply your Knowledge 77
Practice your skills
