1. Journal One:
Today, we discussed the importance of good communication skills. Please review Chapter 1-3 in your textbook,Essentials of Business Communication and comment on how strong communication skills will strengthen yourcredibility and success in today’s competitive job market. Please give specific examples. APA format and must include 3 pages (not including cover page and reference page). Pleaseincorporate two in-text citations from your textbook.
Topics to Consider:
• Why Writing Skills Matter More Than Ever
• Soft Skills
• Effective Listening
• Strong Nonverbal Skills
• Understanding the Communication Process
• Business Writing: Purposeful, Economical & Audience Oriented• Developing the “You” View
• 3-x-3 Writing Process
• What Trends in Business and Developments in Technology are Forcing Employees to Write More Than Ever Before?
Essentials of
Business
Communication
10e
Mary Ellen Guffey
Dana Loew y
P rofessor E merita of B usiness
L os A ngeles P ierce C ollege
B usiness C ommunicat ion P rogram
C al ifornia State U niversit y, F ullerton
Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States
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Essentials of Business Communication, Tenth edition
© 2016, 2013 Cengage Learning
Mary Ellen Guffey
Dana Loewy
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Essentials of Business Communication
Dr. Mary Ellen Guffey
Emerita Professor of Business
Los Angeles Pierce College
m.e.guffey@cox.net
10E
Dr. Dana Loewy
Business Communication Program
California State University, Fullerton
dloewy@fullerton.edu
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 selfteaching grammar/mechanics handbook, and (d) a comprehensive student website at www.cengagebrain.com.
In preparing this Tenth Anniversary edition, your authors
examined every topic and added new coverage to prepare
you for success in today’s thoroughly networked and hyperconnected digital-age workplace. Here are a few of the major
features:
Photographer: Barbara D’Allessandro
Dear Business Communication Student:
▪▪ 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
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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
© nopporn/Shutterstock.com
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.
iv
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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.
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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.
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
5
6
7
8
Unit 4
119
0
Short Workplace Messages and Digital Media 120
Positive Messages 156
Negative Messages 192
Persuasive Messages 226
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
B Document Format Guide A-4
C Documentation Formats A-13
A-1
End Matter
Grammar/Mechanics Handbook GM-1
Key to Grammar/Mechanics Checkups
Index I-1
K-1
Brief Contents
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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.
ix
Contents
unit1 Business Communication in the Digital Age
1 Communicating in the Digital-Age Workplace 2
Summary of Learning Objectives 22
Chapter Review 23
Critical Thinking 24
Activities and Cases 24
Grammar/Mechanics
Checkup—1 29
Editing Challenge—1 30
Communication
Workshop 31
Endnotes 32
Acknowledgments 33
John Lund/Sam Diephuis/
Blend Images/Getty Images
1-1 Mastering the Tools for Success in the
Twenty-First-Century Workplace 2
1-2 Developing Listening Skills 10
1-3 Learning Nonverbal Communication Skills 11
1-4 Recognizing How Culture Affects
Communication 14
1-5 Building Intercultural Workplace Skills 18
unit 2 The Business Writing Process in the Digital Age
2 Planning Business Messages 36
Understanding the Communication Process 36
Using the 3-x-3 Writing Process as a Guide 38
Analyzing and Anticipating the Audience 41
Using Expert Writing Techniques to Adapt to 44
Your Audience 44
2-5 Developing Additional Expert Writing
Techniques 47
Summary of Learning Objectives 52
Chapter Review 53
Critical Thinking 54
Writing Improvement Exercises 54
Radical Rewrites 58
Activities 59
Grammar/Mechanics Checkup—2 59
Editing Challenge—2 60
Communication Workshop 61
Endnotes 62
Acknowledgments 62
© Dean Drobot/Shutterstock.com
2-1
2-2
2-3
2-4
3 Organizing and Drafting Business Messages 63
3-1 Drafting Workplace Messages 63
3-2 Organizing Information to Show Relationships 66
3-3 Composing the First Draft With Effective
Sentences 69
3-4 Developing Business Writing Techniques 71
3-5 Drafting Well-Organized, Effective Paragraphs 75
Summary of Learning Objectives 76
Chapter Review 77
x
Critical Thinking 79
Writing Improvement Exercises 79
Radical Rewrites 85
Grammar/Mechanics Checkup—3 86
Editing Challenge—3 87
Communication Workshop 88
Endnotes 89
Acknowledgments 89
Contents
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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.
4 Revising Business Messages 90
4-1 Taking Time to Revise: Applying Phase 3 of
the Writing Process 90
4-2 Making Your Message Clear 95
4-3 Enhancing Readability Through Document
Design 98
4-4 Proofreading to Catch Errors 103
4-5 Evaluating the Effectiveness of Your Message 105
Summary of Learning Objectives 105
Chapter Review 106
Critical Thinking 107
Writing Improvement Exercises 108
Radical Rewrites 114
Grammar/Mechanics Checkup—4 115
Editing Challenge—4 116
Communication Workshop 117
Endnotes 118
Acknowledgments 118
unit 3 Workplace Communication
5 Short Workplace Messages and Digital Media 120
Summary of Learning Objectives 139
Chapter Review 140
Critical Thinking 141
Writing Improvement Exercises 142
Radical Rewrites 144
Activities and Cases 146
Grammar/Mechanics Checkup—5 150
Editing Challenge—5 152
Communication Workshop 153
Endnotes 154
Acknowledgments 155
Purestock/Thinkstock
5-1 Preparing Digital-Age E-Mail Messages
and Memos 120
5-2 Workplace Messaging and Texting 127
5-3 Making Podcasts and Wikis Work for
Business 130
5-4 Blogging for Business 132
5-5 Web 2.0: Social Networking 136
6 Positive Messages 156
6-1 Routine Messages: E-Mails, Memos, and
Letters 156
6-2 Typical Request, Response, and
Instruction Messages 158
6-3 Direct Claims and Complaints 164
6-4 Adjustment Messages 168
6-5 Goodwill Messages 171
Summary of Learning Objectives 175
Chapter Review 176
Critical Thinking 177
Writing Improvement Exercises 177
Radical Rewrites 179
Activities and Cases 182
Grammar/Mechanics Checkup—6 188
Editing Challenge—6 189
Communication Workshop 190
Endnotes 191
Acknowledgments 191
Contents
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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.
xi
7 Negative Messages 192
7-1
7-2
7-3
7-4
7-5
Communicating Negative News Effectively 192
Analyzing Negative News Strategies 194
Composing Effective Negative Messages 197
Refusing Typical Requests and Claims 202
Managing Bad News Within Organizations 206
Summary of Learning Objectives 211
Chapter Review 212
Critical Thinking 213
Writing Improvement Exercises 213
Radical Rewrites 215
Activities and Cases 217
Grammar/Mechanics Checkup—7 222
Editing Challenge—7 223
Communication Workshop 224
Endnotes 225
Acknowledgments 225
8 Persuasive Messages 226
8-1 Understanding Persuasion in the Digital Age 226
8-2 Planning and Writing Persuasive Requests 228
8-3 Writing Effective Persuasive Claims and
Complaints 229
8-4 Crafting Persuasive Messages in Digital-Age
Organizations 232
8-5 Creating Effective Sales Messages in Print
and Online 233
Summary of Learning Objectives 243
Chapter Review 244
Critical Thinking 246
Writing Improvement Exercises 246
Radical Rewrites 247
Activities and Cases 250
Grammar/Mechanics Checkup—8 258
Editing Challenge—8 259
Communication Workshop 260
Endnotes 261
Acknowledgments 262
unit 4 Business Reports
9-1
9-2
9-3
9-4
9-5
Reporting in the Digital Age 264
Report Formats and Heading Levels 268
Defining the Purpose and Gathering Data 273
Writing Short Informational Reports 275
Preparing Short Analytical Reports 279
Summary of Learning Objectives 288
Chapter Review 289
xii
©Evgeny Karandaev/Shutterstock.com
9 Informal Reports 264
Critical Thinking 290
Activities and Cases 290
Grammar/Mechanics Checkup—9 294
Editing Challenge—9 296
Communication Workshop 297
Endnotes 298
Acknowledgments 298
Contents
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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.
10 Proposals and Formal Reports 299
10-1 Preparing Business Proposals 299
10-2 Writing and Editing Formal Business
Reports 305
10-3 Conducting Primary and Secondary
Research 308
10-4 Documenting and Citing Sources in
Business Reports 316
10-5 Incorporating Meaningful Visual Aids and
Graphics 318
10-6 Understanding Report Components 325
Summary of Learning Objectives 339
Chapter Review 340
Critical Thinking 341
Activities and Cases 342
Grammar/Mechanics Checkup—10 347
Editing Challenge—10 348
Communication Workshop 349
Endnotes 350
Acknowledgments 350
unit 5 Professionalism, Teamwork, Meetings, and Speaking Skills
11 Professionalism at Work: Business Etiquette, Ethics, Teamwork, and Meetings 352
Summary of Learning Objectives 376
Chapter Review 377
Critical Thinking 378
Activities and Cases 378
Grammar/Mechanics
Checkup—11 383
Editing Challenge—11 385
Communication
Workshop 386
Endnotes 386
Acknowledgments 388
Purestock/Thinkstock
11-1 Developing Professionalism and Business
Etiquette Skills at the Office and Online 352
11-2 Communicating Face-to-Face on the Job 355
11-3 Following Professional Telephone and
Voice Mail Etiquette 361
11-4 Adding Value to Professional Teams 364
11-5 Planning and Participating in Face-to-Face
and Virtual Meetings 368
12 Business Presentations 389
12-1 Preparing Effective Business Presentations 389
12-2 Organizing Content for Impact and
Audience Rapport 392
12-3 Understanding Contemporary Visual Aids 398
12-4 Preparing Engaging Multimedia
Presentations 400
12-5 Polishing Your Delivery and Following Up 406
Summary of Learning Objectives 411
Chapter Review 412
Critical Thinking 413
Activities and Cases 414
Grammar/Mechanics Checkup—12 420
Editing Challenge—12 421
Communication Workshop 422
Endnotes 423
Acknowledgments 423
Contents
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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.
xiii
unit 6 Employment Communication
13-1 Job Searching in the Digital Age 426
13-2 Developing a Job-Search Strategy Focused on
the Open Job Market 429
13-3 Pursuing the Hidden Job Market With
Networking 431
13-4 Creating a Customized Résumé 435
13-5 Optimizing Your Job Search With Today’s
Digital Tools 448
13-6 Creating Customized Cover Messages 454
Radius/SuperStock
13 The Job Search and Résumés in the Digital Age 426
Summary of Learning Objectives 462
Chapter Review 463
Critical Thinking 464
Radical Rewrites 465
Activities and Cases 467
Grammar/Mechanics Checkup—13 469
Editing Challenge—13 471
Communication Workshop 472
Endnotes 472
Acknowledgments 473
14 Interviewing and Following Up 474
Chapter Review 499
Critical Thinking 501
Activities and Cases 501
Grammar/Mechanics Checkup—14 507
Editing Challenge—14 508
Communication Workshop 509
Endnotes 510
Acknowledgments 511
14-1 Purposes and Types of Employment
Interviews 474
14-2 Before the Interview 476
14-3 During the Interview 482
14-4 After the Interview 491
14-5 Preparing Additional Employment
Documents 494
Summary of Learning Objectives 498
Appendixes
Appendix A Correction Symbols and Proofreading
Marks A-1
Grammar/Mechanics Handbook
Appendix B Document Format Guide A-4
Appendix C Documentation Formats A-13
GM-1
Key to Grammar/Mechanics Checkups K-1
Index I-1
xiv
Contents
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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.
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, exceptional 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
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Southeast Technical Institute
Bonnie Miller
Los Medanos College
Mary C. Miller
Ashland University
Appreciation for Support
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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.
Nancy Mulder
Grand Rapids Junior College
Carlita Robertson
Northern Oklahoma College
Dana H. Swensen
Utah State University
Paul W. Murphey
Southwest Wisconsin Technical
College
Vilera Rood
Concordia College
James A. Swindling
Eastfield College
Rich Rudolph
Drexel University
David A. Tajerstein
SYRIT College
Rachel Rutledge
Carteret Community College
Marilyn Theissman
Rochester Community College
Joanne Salas
Olympic College
Zorica Wacker
Bellevue College
Rose Ann Scala
Data Institute School of Business
Lois A. Wagner
Southwest Wisconsin Technical
College
Martha Payne
Grayson County College
Joseph Schaffner
SUNY College of Technology,
Alfred
Linda Weavil
Elan College
Catherine Peck
Chippewa Valley Technical College
Susan C. Schanne
Eastern Michigan University
Carol Pemberton
Normandale Community College
James Calvert Scott
Utah State University
Gerard Weykamp
Grand Rapids Community
College
Carl Perrin
Casco Bay College
Laurie Shapero
Miami-Dade Community College
Beverly Wickersham
Central Texas College
Jan Peterson
Anoka-Hennepin Technical
College
Lance Shaw
Blake Business School
Leopold Wilkins
Anson Community College
Cinda Skelton
Central Texas College
Anna Williams
College of Central Florida, Ocala
Estelle Slootmaker
Aquinas College
Charlotte Williams
Jones County Junior College
Margaret Smallwood
The University of Texas at Dallas
Donald Williams
Feather River College
Clara Smith
North Seattle Community College
Janice Willis
Bellevue College
Susan Randles
Vatterott College
Nicholas Spina
Central Connecticut State
University
Janice Willis
College of San Mateo
Diana Reep
University of Akron
Marilyn St. Clair
Weatherford College
Almeda Wilmarth
State University of New York
– Delhi
Ruth D. Richardson
University of North Alabama
Judy Sunayama
Los Medanos College
Barbara Young
Skyline College
Nan Nelson
University of Arkansas Phillips
Community College
Lisa Nieman
Indiana Wesleyan University
Jackie Ohlson
University of Alaska – Anchorage
Richard D. Parker
Western Kentucky University
Susan Peterson
Scottsdale Community College
Kay D. Powell
Abraham Baldwin College
Jeanette Purdy
Mercer County College
Carolyn A. Quantrille
Spokane Falls Community College
William Wells
Lima Technical College
Appreciation for Support
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xvii
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 education 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 business 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 undergraduates 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 translations, 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 business communication students.
xviii
About the Authors
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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.
C hapter 1
Communicating
in the Digital-Age
Workplace
John Lund/Sam Diephuis/Blend Images/Getty Images
Business
Communication
in the Digital Age
unit 1
1
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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.
Communicating in the
Digital-Age Workplace
© Sergey Nivens/Shutterstock.com
1
Chapter
Objectives
After studying this chapter,
you should be able to
1-1
Describe how solid
communication skills will
improve your career prospects
and help you succeed in
today’s challenging digitalage workplace.
1-2
Confront barriers to
effective listening, and start
building your listening skills.
1-3
Explain the importance of
nonverbal communication and
of improving your nonverbal
communication skills.
1-4
Explain five common
dimensions of culture, and
understand how culture
affects communication and
the use of social media and
communication technology.
1-5
Discuss strategies that
help communicators
overcome negative cultural
attitudes and prevent
miscommunication in today’s
diverse networked workplace.
2
1-1
Mastering the Tools for Success in
the Twenty-First-Century Workplace
You may wonder what kind of workplace you will enter when you graduate and
which skills you will need to be successful in it. Expect a fast-moving, competitive,
and information-driven digital environment. Communication technology provides
unmatched mobility and connects individuals anytime and anywhere in the world.
Today’s communicators interact using mobile electronic devices and access information stored on remote servers, “in the cloud.” This mobility and instant access
explain why increasing numbers of workers must be available practically around
the clock and must respond quickly.
This first chapter presents an overview of communication in business today.
It addresses the contemporary workplace, listening skills, nonverbal communication, the cultural dimensions of communication, and intercultural job skills. The
remainder of the book is devoted to developing specific writing and speaking skills.
1-1a
Solid Communication Skills: Your Pass to Success
Your ability to communicate is a powerful career sifter.1 Strong communication
skills will make you marketable even in a tough economic climate. When jobs are
few and competition is fierce, superior communication skills will give you an edge
over other job applicants. Recruiters rank communication high on their wish lists.2
Chapter 1: Communicating in the Digital-Age Workplace
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.
1-1b
T he Digital Revolution: Why Writing Skills Matter
More Than Ever
People in today’s workforce communicate more, not less, since information technology 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 prominent 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
crying out—they need to have people who write better,” said Gaston Caperton,
business executive and former College Board president.7
Not surprisingly, many job listings mention the need for excellent oral and
written communication skills. In a poll of recruiters, oral and written communication skills were by a large margin the top skill set sought.8 Among the top choices
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 chapters, recruiters will closely examine your social media presence to learn about your
communication skills and professionalism. Naturally, they will not hire candidates
who write poorly or post inappropriate content online.10
Techies Write Too. Even in technical fields such as accounting and information
technology, you will need strong communication skills. A poll of 1,400 chief financial officers sponsored by Accountemps revealed that 75 percent said that verbal,
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 communication skills among the top five most desired skills for new-hires.14
Office
Insider
“Communicating
clearly and effectively
has NEVER been more
important than it is
today. Whether it’s fair or
not, life-changing critical
judgments about you are
being made based solely
on your writing ability.”
—Victor Urbach, management
consultant
© sjenner13/iStock/Thinkstock
In a Fortune poll, 1,000 executives cited writing, critical-thinking, and problemsolving skills along with self-motivation and team skills as their top choices in newhires. Effective writing skills can be a stepping-stone to great job opportunities;
poorly developed writing skills, on the other hand, will derail a career.
Perhaps you are already working or will soon apply for your first job. How do
your skills measure up? The good news is that you can learn effective communication. This textbook and this course can immediately improve your communication
skills. Because the skills you are learning will make a huge difference in your ability
to find a job and to be promoted, this will be one of the most important courses
you will ever take.
Learning Objective
1
Describe how solid
communication skills will
improve your career prospects
and help you succeed
in today’s challenging
digital-age workplace.
Note: Small superscript
numbers in the text
announce information
sources. Full citations begin
on page N-1 near the end
of the book. This edition
uses a modified American
Psychological Association
(APA) reference format.
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 communicate 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
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.
3
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 electronic mail and other digital media have become important channels of communication 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
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.
Starts with casual
greeting to express
friendliness
To: Customer Service Improvement Team
From: Ron P. Hernandez
Subject: Social Media Strategy Meeting: Wednesday, February 11
Cc:
Bcc:
Hi, Team,
As recommended at our last meeting, I have scheduled an e-marketing and social media
specialist to speak to us about improving our social media responses. Social media
consultant Patricia Adams, founder of Optima Marketing Solutions, has agreed to discuss
ways to turn our social media presence into a competitive advantage. Mark your calendars
for the following:
Sets off meeting
information for easy
recognition and
retrieval
In previous meetings our team acknowledged that customers are increasingly turning to
our website, blogs, and Facebook pages to locate information, seek support, and connect
with us. However, we are experiencing problems in responding quickly and effectively.
Ms. Adams promises to address these concerns. She will also tell us whether we need to
establish a presence in additional social media networks. Ms. Adams will help us decide
whether we should hire an in-house social media manager or pay for an external service.
To make this meeting most productive, she asks that each team member submit at least
three questions or problem areas for discussion.
4
Provides details about
meeting with transition
to action requests
• Please send three discussion questions to Jeff (jeff.yang@lumitech-resources.com) by
February 9 at 5 p.m. so that he can relay them to Ms. Adams.
• Because we will be ordering box lunches for this meeting, please make your selection
on the intranet before February 9.
Ron
Closes by telling where
to find additional information; also expresses
appreciation
© 2013 Cengage Learning®
If you have any questions, drop by my office or send a note. Thanks for your continued
efforts to improve our customer service!
Provides contact
information similar
to that in business
letterheads
Announces most
important idea first
with minimal background information
Social Media Strategy Meeting
Wednesday, February 11, 11 a.m. to 3 p.m.
Conference Room
Action Requests:
Bullets action
requests and places
them near message
end where readers
expect to find them
Uses precise subject
line to convey key
information quickly
Ron P. Hernandez
Director, Customer Service, Lumitech Resources, Inc.
E-mail: ron.hernandez@lumitech-resources.com
Phone: (213) 468-3290
Cell: (420) 329-5581
Chapter 1: Communicating in the Digital-Age Workplace
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.
What Employers Want: Professionalism
Your future employer will expect you to show professionalism and possess what
are often referred to as “soft skills” in addition to your technical knowledge. Soft
skills are essential career attributes that include the ability to communicate, work
well with others, solve problems, make ethical decisions, and appreciate diversity.16
Sometimes called employability skills or key competencies, these soft skills are
desirable in all business sectors and job positions.17
Not every job seeker is aware of the employer’s expectations. Some new-hires
have no idea that excessive absenteeism or tardiness is grounds for termination.
Others are surprised to learn that they are expected to devote their full attention to
their duties when on the job. One young man wanted to read novels when things
got slow.18 Some recent graduates had unrealistic expectations about their salaries and working hours.19 Moreover, despite well-publicized warnings, some people
continue to post racy photos and otherwise questionable content online, thus sabotaging their careers.20
Projecting and maintaining a professional image can make a real difference in
helping you obtain the job of your dreams. Once you get that job, you are more
likely to be taken seriously and promoted if you look and sound professional.
Don’t send the wrong message with unwitting and unprofessional behavior.
Figure 1.2 reviews areas you will want to check to be sure you are projecting
professionalism. You will learn more about soft skills and professionalism in
Chapter 11.
1-1d
Office
Insider
“The ability to write
well is unquestionably
a skill necessary for
21st-century success
in college and the
workplace. . . . Strong
writing skills are
essential.”
—Gaston Caperton, former
president, College Board
© sjenner13/iStock/Thinkstock
1-1c
How Your Education Drives Your Income
As college tuition rises steeply and student debt mounts, you may wonder whether
going to college is worthwhile. Yet the effort and money you invest in earning
your college degree will most likely pay off. College graduates earn more, suffer
less unemployment, and can choose from a wider variety of career options than
workers without a college education. Moreover, college graduates have access to
the highest-paying and fastest-growing careers, many of which require a degree.21
As Figure 1.3 on page 7 shows, graduates with bachelor’s degrees earn nearly three
times as much as high school dropouts and are almost three times less likely to be
unemployed.22
Writing is one aspect of education that is particularly well rewarded. One
corporate president explained that many people climbing the corporate ladder are
good. When he faced a hard choice between candidates, he used writing ability as
the deciding factor. He said that sometimes writing is the only skill that separates
a candidate from the competition. A survey of employers confirms that soft skills
such as communication ability can tip the scales in favor of one job applicant over
another.23 Your ticket to winning in a tight job market and launching a successful
career is good communication skills.
1-1e
Meeting the Challenges of the Information Age Workplace
Today’s digital workplace is changing profoundly and rapidly. As a businessperson
and as a business communicator, you will be affected by many trends, including
new communication tools such as social media, the “anytime, anywhere” office,
and team-based projects. Other trends are flattened management hierarchies,
global competition, and a renewed emphasis on ethics. The following overview
reveals how communication skills are closely tied to your success in a constantly
evolving networked workplace.
▪▪ Rapidly changing communication technologies. New communication
technology is dramatically affecting the way workers interact. In our
always-connected world, businesses exchange information by e-mail, instant
Chapter 1: Communicating in the Digital-Age Workplace
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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.
5
Figure
1.2
Projecting Professionalism When You Communicate
Unprofessional
Uptalk, a singsong speech pattern, making
sentences sound like questions; like used as
a filler; go for said; slang; poor grammar and
profanity.
Messages with incomplete sentences, misspelled
words, exclamation points, IM slang, and mindless
chatter; sloppy messages signal that you don’t
care, don’t know, or aren’t smart enough to know
what is correct.
E-mail addresses such as hotbabe@outlook
.com, supasnugglykitty@yahoo.com, or
buffedguy@gmail.com.
Professional
Speech
Recognizing that your credibility can be
seriously damaged by sounding uneducated,
crude, or adolescent.
habits
E-mail
Internet
An outgoing message with strident background
music, weird sounds, or a joke message.
Voice mail
Soap operas, thunderous music, or a TV football
game playing noisily in the background when you
answer the phone.
Telephone
presence
Using electronics during business meetings for
unrelated purposes or during conversations with
fellow employees; raising your voice (cell yell);
forcing others to overhear your calls.
Sending and receiving text messages during
meetings, allowing texting to interrupt face-toface conversations, or texting when driving.
Cell phones,
Messages with subjects, verbs, and punctuation marks. Employers dislike IM abbreviations.
They value conciseness and correct spelling,
even in brief e-mail messages and texts.
E-mail addresses should include a name or a
positive, businesslike expression; they should
not sound cute or like a chat room nickname.
An outgoing message that states your name or
phone number and provides instructions for
leaving a message.
A quiet background when you answer the
telephone, especially if you are expecting a
prospective employer’s call.
tablets
Turning off phone and message notification,
both audible and vibrate, during meetings;
using your smart devices only for meetingrelated purposes.
Texting
Sending appropriate business text messages
only when necessary (perhaps when a
cell phone call would disturb others).
messaging, text messaging, smartphones, fax, voice mail, powerful laptop
computers, and tablets. Satellite communications, wireless networking, teleconferencing, and videoconferencing help workers conduct meetings with
associates around the world. Social media sites such as Facebook, Twitter,
Pinterest, and YouTube as well as blogs, wikis, forums, and peer-to-peer tools
help businesspeople collect information, serve customers, and sell products and
services. Figure 1.4 on pages 8 and 9 illustrates many new technologies you will
encounter in today’s workplace.
▪▪ “Anytime, anywhere” and nonterritorial offices. High-speed and wireless
Internet access has freed millions of workers from nine-to-five jobs in brickand-mortar offices. Flexible working arrangements allow them to work at
home or on the road. Meet the “work shifter,” a telecommuter or teleworker
who largely remains outside the territorial office. The “anytime, anywhere”
office requires only a mobile electronic device and a wireless connection. 24
6
Chapter 1: Communicating in the Digital-Age Workplace
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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.
1.3
The Education Bonus: Higher Income, Lower Unemployment
Education
Median Weekly Earnings Unemployment Rate
High school dropout
$ 471
12.4%
High school diploma
652
8.3%
Some college, no degree
727
7.7%
Associate’s degree
785
6.2%
1,367
4.5%
Bachelor’s degree or higher
Source: U.S. Bureau of Labor Statistics. (2013, February 5). Labor force statistics from the current population survey; and U.S.
Bureau of Labor Statistics (2013, May 22). Employment Projections: Earnings and unemployment rates by educational attainment.
▪▪
▪▪
▪▪
▪▪
Teleworkers now represent almost 20 percent of the U.S. working adult
population.25 To save on office real estate, some industries provide “nonterritorial” workspaces, or “hot desks.” The first to arrive gets the best desk and
the corner window.26 At the same time, 24/7 availability has blurred the line
between work and leisure, so that some workers are always “on duty.”
Self-directed work groups and virtual teams. Teamwork has become a reality
in business. Many companies have created cross-functional teams to empower
employees and boost their involvement in decision making. You can expect to
collaborate with a team in gathering information, finding and sharing solutions, implementing decisions, and managing conflict. You may even become
part of a virtual team whose members are in remote locations. Increasingly,
organizations are also forming ad hoc teams to solve particular problems.
Such project-based teams disband once they have accomplished their objectives.27 Moreover, parts of our future economy may rely on “free agents” who
will be hired on a project basis, a far cry from today’s full-time and relatively
steady jobs.
Flattened management hierarchies. To better compete and to reduce expenses,
businesses have for years been trimming layers of management. This means
that as a frontline employee, you will have fewer managers. You will be making
decisions and communicating them to customers, to fellow employees, and to
executives.
Heightened global competition. Because many American companies continue
to move beyond domestic markets, you may be interacting with people from
many cultures. To be a successful business communicator, you will need to
learn about other cultures. You will also need to develop intercultural skills
including sensitivity, flexibility, patience, and tolerance.
Renewed emphasis on ethics. Ethics is once again a hot topic in business. On
the heels of the banking crisis and the collapse of the real estate market, a
calamitous recession followed, caused largely, some say, by greed and ethical
lapses. With the passage of the Sarbanes-Oxley Act, the U.S. government now
requires greater accountability. As a result, businesses are eager to regain public
trust by building ethical environments. Many have written ethical mission
statements, installed hotlines, and appointed compliance officers to ensure
strict adherence to their high standards and the law.
Office
Insider
“Rare is the new college
hire who lacks skills
involving Facebook,
texting or any other form
of electronic communication. But face to face,
many of these same
people have difficulty
reading interpersonal
signals and communicating, especially in the
increasingly multigenerational workplace. Most of
the gaps I see are on the
social, soft skills side.”
—Cindy Warkentin, CIO, Maryland
Automobile Insurance Fund
© sjenner13/iStock/Thinkstock
Figure
These trends mean that your communication skills will constantly be on display.
Those who can write clear and concise messages contribute to efficient operations
and can expect to be rewarded.
Chapter 1: Communicating in the Digital-Age Workplace
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
Figure
1.4
Communication and Collaborative Technologies
Reshaping the World of Work
Cloud Computing
and Web 2.0
Increasingly, applications and
data are stored in remote
locations online, “in the cloud.”
Cloud computing means that
businesses and individuals
no longer need to maintain
costly hardware and software
in-house; instead, they can
pay for digital storage space
and software applications
offered by providers online.
Photo- and video-sharing sites
such as Picasa and Flickr keep
your photos “in the cloud.”
Similarly, Dropbox, a popular
file-synchronization service,
and online backup provider
Carbonite allow users to edit
and sync files online independent of the device used
to access them. Websites and
Web applications have moved
from “read only” to “read–
write,” thus enabling users to
participate, collaborate, and
network in unprecedented
ways.
Telephony: VoIP
Savvy businesses are switching
from traditional phone service
to voice over Internet protocol
(VoIP). This technology allows
callers to communicate using a
broadband Internet connection, thus eliminating longdistance and local telephone
charges. Higher-end VoIP
systems now support unified
voice mail, e-mail, click-to-call
capabilities, and softphones
(phones using computer
networking). Free or low-cost
Internet telephony sites, such
as the popular Skype, are also
increasingly used by businesses, although their sound
and image quality is often
uneven.
Open Offices
The widespread use of laptop computers, tablets, and other smart
devices; wireless technology; and VoIP have led to more fluid,
flexible, and open workspaces. Smaller computers and flat-screen
monitors enable designers to save space with boomerang-shaped
workstations and cockpit-style work surfaces rather than spacehogging corner work areas. Smaller breakout areas for impromptu
meetings are taking over some cubicle space, and digital databases
are replacing file cabinets. Mobile technology allows workers to be
fully connected and productive on the go.
8
Becoming familiar with modern communication
technology can help you be successful on the job.
Today’s digital workplace is changing dramatically
as a result of innovative software; social media
networks; superfast broadband and wireless access;
and numerous technologies that allow workers to share
information, work from remote locations, and be more
productive in or away from the office. With today’s
tools you can exchange
ideas, solve problems,
develop products, forecast
performance, and
complete team projects
any time of the day or
night anywhere in the
world.
Voice Recognition
Computers equipped with voice
recognition software enable users
to dictate up to 160 words a minute
with accurate transcription. Voice
recognition is particularly helpful
to disabled workers and to professionals with heavy dictation loads,
such as physicians and attorneys.
Users can create documents, enter
data, compose and send e-mails,
browse the Web, and control their
desktops—all by voice. Smart devices
Voice Conferencing
can also execute tasks as directed
Telephone “bridges” join two or
through voice command apps.
more callers from any location
to share the same call. Voice
conferencing (also called audioconferencing, teleconferencing,
or just plain conference calling)
enables people to collaborate
by telephone. Communicators
at both ends use enhanced
speakerphones to talk and be
heard simultaneously.
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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.
Cloud Computing: © vinzstudio/Shutterstock.com; Telephony: VoIP: © Magics/ZUMA Press/Newscom; Voice Recognition: © iStockphoto.com/ichaka Voice Conferencing: © Aspireimages Royalty-Free/Inmagine; Open
Offices: © Inmagine
Communication
Technologies
Presence Technology
Smart Mobile: © iStockphoto.com/hocus-focus; Presence Technology: © Javier Larrea/age fotostock/Getty Images; Web Conferencing: © Andreas Pollok/The Image Bank/Getty Images; Videoconferencing: ©iStockphoto
.com/Blend_Images; Electronic Presentations: © Echo/Cultura/Getty Images; Social Media: iStockphoto.com/temizyurek; Collaboration with Blogs: © Stigur Karlsson/E+/Getty Images
Smart Mobile
Devices and Digital
Convergence
A new generation of lightweight, handheld devices
provide phone, e-mail, Web
browsing, and calendar options
anywhere there is a cellular
or Wi-Fi network. Tablets and
smartphones such as Android
devices, iPhones, and iPads now allow workers to tap into corporate
databases and intranets from remote locations. They can check
customers’ files, complete orders, and send out receipts without
returning to the office. Increasingly, businesses are issuing smartphones to their workforces, abandoning landlines completely. At
the same time, the need for separate electronic gadgets is waning
as digital smart devices are becoming multifunctional and highly
capable. With streaming video on the Web, connectivity between
TVs and computers, and networked mobile devices, technology is
converging, consolidating into increasingly powerful devices. Many
smart devices today are fully capable of replacing digital point-andshoot still photography and video cameras. Mobile smart devices
are also competing with TVs and computers for primacy.
Presence technology makes it
possible to locate and identify
a computing device as soon as
users connect to the network. This
technology is an integral part of
communication devices including
smartphones, laptop computers,
tablets, and GPS devices.
Collaboration is possible wherever
and whenever users are online.
Web Conferencing
With services such as
GoToMeeting, WebEx, and
Microsoft LiveMeeting, all
you need is a computer or a
smart device and an Internet
connection to hold a meeting
(webinar) with customers
or colleagues in real time.
Although the functions are
constantly evolving, Web
conferencing currently
incorporates screen sharing,
chats, slide presentations, text
messaging, and application
sharing.
Videoconferencing
Videoconferencing allows
participants to meet in special
conference rooms equipped
with cameras and television
screens. Individuals or groups
see each other and interact in
real time, although they may be
far apart. Faster computers, rapid
Internet connections, and better
cameras now enable 2 to 200
participants to sit at their own
computers or mobile devices and
share applications, spreadsheets,
presentations, and photos.
The technology extends from
the popular Internet applications Skype and FaceTime to
sophisticated videoconferencing
software that delivers HD-quality
audio, video, and content sharing.
Social Media
Never before in history have so many people been connected in
online communities called social networks. Broadly speaking, the
term social media describes technology
that enables participants to connect and
participate in social networks online.
For example, tech-savvy companies and
individuals send tweets, short messages
Electronic
of up to 140 characters, to other users
Presentations
to issue up-to-date news about their
products, to link to their blogs and
Business presentations in
websites, or to announce events and
PowerPoint, Keynote, SlideRocket,
promotions. The microblogging service
or Prezi can be projected from a
Twitter also allows businesses to track
laptop or tablet or posted online.
what is being said about them and
Sophisticated presentations may
their products. Similarly, businesses
include animation, sound effects,
use social networks such as Facebook,
digital photos, video clips, or
hyperlinks to Internet sites. In some YouTube, and Instagram to interact with customers and to build
industries, electronic slides (“decks”) their brands. Companies may also prospect for talent using social
media networks.
are replacing or supplementing
traditional hard-copy reports.
Collaboration With Blogs, Podcasts, and
Wikis
Businesses use blogs to keep customers and employees informed
and to receive feedback. Company news can be posted, updated,
and categorized for easy cross-referencing. An audio or video
file streamed online or downloaded to a digital music player is
called a podcast. A wiki is a website that allows multiple users to
collaboratively create and edit pages. Information can get lost in
e-mails, but wikis provide an easy way to communicate and keep
track of what has been said.
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9
Office
Insider
1-2
Did you know?
▪▪ It is estimated that
more than 50 percent
of our work time is
spent listening.
▪▪ Immediately following
a 10-minute presentation, average people
retain about half of
what they hear and
only one quarter after
48 hours.
▪▪ Sixty percent of all
management problems
are related to listening.
▪▪ We misinterpret, misunderstand, or change 70
to 90 percent of what
we hear.
© sjenner13/iStock/Thinkstock
—Valarie Washington, CEO,
Think 6 Results
Learning Objective
2
Confront barriers to effective
listening, and start building
your listening skills.
10
Developing Listening Skills
In an age that thrives on information and communication technology, listening is
an important skill. However, by all accounts most of us are not very good listeners.
Do you ever pretend to be listening when you are not? Do you know how to look
attentive in class when your mind wanders far away? How about “tuning out”
people when their ideas are boring or complex? Do you find it hard to focus on
ideas when a speaker’s clothing or mannerisms are unusual?
You probably answered yes to one or more of these questions because many of
us have poor listening habits. In fact, some researchers suggest that we listen at only
25 to 50 percent efficiency. Such poor listening habits are costly in business and
affect professional relationships. Messages must be rewritten, shipments reshipped,
appointments rescheduled, contracts renegotiated, and directions restated.
To develop better listening skills, we must first recognize barriers that prevent
effective listening. Then we need to focus on specific techniques for improving
listening skills.
1-2a
Overcoming Barriers to Effective Listening
As you have seen, bad habits and distractions can interfere with effective listening.
Have any of the following barriers and distractions prevented you from hearing
what has been said?
▪▪ Physical barriers. You cannot listen if you cannot hear what is being said.
Physical impediments include hearing disabilities, poor acoustics, and noisy
surroundings. It is also difficult to listen if you are ill, tired, or uncomfortable.
▪▪ Psychological barriers. Everyone brings to the communication process a
unique set of cultural, ethical, and personal values. Each of us has an idea of
what is right and what is important. If other ideas run counter to our preconceived thoughts, we tend to “tune out” speakers and thus fail to receive their
messages.
▪▪ Language problems. Unfamiliar words can destroy the communication process
because they lack meaning for the receiver. In addition, emotion-laden, or
“charged,” words can adversely affect listening. If the mention of words such as
bankruptcy or real estate meltdown has an intense emotional impact, a listener
may be unable to focus on the words that follow.
▪▪ Nonverbal distractions. Many of us find it hard to listen if a speaker is different
from what we view as normal. Unusual clothing or speech mannerisms, body
twitches, or a radical hairstyle can cause enough distraction to prevent us from
hearing what the speaker has to say.
▪▪ Thought speed. Because we can process thoughts at least three times faster
than speakers can say them, we can become bored and allow our minds to
wander.
▪▪ Faking attention. Most of us have learned to look as if we are listening even
when we are not. Such behavior was perhaps necessary as part of our socialization. Faked attention, however, seriously threatens effective listening because it
encourages the mind to engage in flights of unchecked fancy. Those who fake
attention often find it hard to concentrate even when they want to.
▪▪ Grandstanding. Would you rather talk or listen? Naturally, most of us would
rather talk. Because our own experiences and thoughts are most important to
us, we grab the limelight in conversations. We sometimes fail to listen carefully
because we are just waiting politely for the next pause so that we can have our
turn to speak.
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Building Powerful Listening Skills
You can reverse the harmful effects of poor habits by making a conscious effort to
become an active listener. This means becoming involved. You can’t sit back and
hear whatever a lazy mind happens to receive. The following keys will help you
become an active and effective listener:
▪▪ Stop talking. The first step to becoming a good listener is to stop talking. Let
others explain their views. Learn to concentrate on what the speaker is saying,
not on what your next comment will be.
▪▪ Control your surroundings. Whenever possible, remove competing sounds. Close
windows or doors, turn off TVs and smartphones, and move away from loud
people, noisy appliances, or engines. Choose a quiet time and place for listening.
▪▪ Establish a receptive mind-set. Expect to learn something by listening. Strive
for a positive and receptive frame of mind. If the message is complex, think of it
as mental gymnastics. It is hard work but good exercise to stretch and expand
the limits of your mind.
▪▪ Keep an open mind. We all sift through and filter information based on our
own biases and values. For improved listening, discipline yourself to listen
objectively. Be fair to the speaker. Hear what is really being said, not what you
want to hear.
▪▪ Listen for main points. Heighten your concentration and satisfaction by looking
for the speaker’s central themes. Congratulate yourself when you find them!
▪▪ Capitalize on lag time. Make use of the quickness of your mind by reviewing
the speaker’s points. Anticipate what is coming next. Evaluate evidence the
speaker has presented. Don’t allow yourself to daydream. Try to guess what the
speaker’s next point will be.
▪▪ Listen between the lines. Focus both on what is spoken and what is unspoken.
Listen for feelings as well as for facts.
▪▪ Judge ideas, not appearances. Concentrate on the content of the message, not on
its delivery. Avoid being distracted by the speaker’s looks, voice, or mannerisms.
▪▪ Hold your fire. Force yourself to listen to the speaker’s entire argument or
message before responding. Such restraint may enable you to understand the
speaker’s reasons and logic before you jump to false conclusions.
▪▪ Take selective notes. In some situations thoughtful notetaking may be necessary to record important facts that must be recalled later. Select only the most
important points so that the notetaking process does not interfere with your
concentration on the speaker’s total message.
▪▪ Provide feedback. Let the speaker know that you are listening. Nod your head and
maintain eye contact. Ask relevant questions at appropriate times. Getting involved
improves the communication process for both the speaker and the listener.
1-3
Learning Nonverbal Communication Skills
Understanding messages often involves more than merely listening to spoken words.
Nonverbal cues, in fact, can speak louder than words. These cues include eye contact,
facial expression, body movements, time, space, territory, and appearance. All of
these nonverbal cues affect how a message is interpreted, or decoded, by the receiver.
Office
Insider
“Listening is hard
work. Unlike hearing, it
demands total concentration. It is an active
search for meaning, while
hearing is passive.”
—Alfonso Bucero, consultant
and author
© sjenner13/iStock/Thinkstock
1-2b
Learning Objective
3
Explain the importance of
nonverbal communication and
of improving your nonverbal
communication skills.
What Is Nonverbal Communication? Nonverbal communication includes all
unwritten and unspoken messages, whether intended or not. These silent signals
have a strong effect on receivers. However, understanding them is not simple.
Does a downward glance indicate modesty? Fatigue? Does a constant stare reflect
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11
coldness? Dullness? Aggression? Do crossed arms mean defensiveness, withdrawal,
or just that the person is shivering?
What If Words and Nonverbal Cues Clash? Messages are even harder to decipher when the verbal and nonverbal cues do not agree. What will you think if
Scott says he is not angry, but he slams the door when he leaves? What if Alicia
assures the hostess that the meal is excellent, but she eats very little? The nonverbal
messages in these situations speak more loudly than the words. In fact, researchers
believe that the bulk of any message we receive is nonverbal.
Successful communicators recognize the power of nonverbal messages. Cues
broadcast by body language might be helpful in understanding the feelings and
attitudes of senders. It is unwise, however, to attach specific meanings to gestures
or actions because behavior and its interpretations strongly depend on context and
on one’s cultural background, as you will see.
1-3a
Your Body Sends Silent Messages
Psychologist and philosopher Paul Watzlawick claimed that we cannot not communicate.28 In other words, it’s impossible to not communicate. This means that every
behavior is sending a message even if we don’t use words. The eyes, face, and body
convey meaning without a single syllable being spoken.
Eye Contact. The eyes have been called the windows to the soul. Even if they
don’t reveal the soul, the eyes are often the best predictor of a speaker’s true feelings. Most of us cannot look another person straight in the eyes and lie. As a
result, in North American culture we tend to believe people who look directly at
us. Sustained eye contact suggests trust and admiration; brief eye contact signals
fear or stress. Good eye contact enables the message sender to see whether a
receiver is paying attention, showing respect, responding favorably, or feeling
distress. From the receiver’s viewpoint, good eye contact, in North American
culture, reveals the speaker’s sincerity, confidence, and truthfulness.
Facial Expression. The expression on a person’s face can be almost as revealing of
emotion as the eyes. Experts estimate that the human face can display over 250,000
expressions.29 To hide their feelings, some people can control these expressions and
maintain “poker faces.” Most of us, however, display our emotions openly. Raising
or lowering the eyebrows, squinting the eyes, swallowing nervously, clenching the
jaw, smiling broadly—these voluntary and involuntary facial expressions can add
to or entirely replace verbal messages.
Posture and Gestures. A person’s posture can convey anything from high status
and self-confidence to shyness and submissiveness. Leaning toward a speaker suggests
attentiveness and interest; pulling away or shrinking back denotes fear, distrust,
anxiety, or disgust. Similarly, gestures can communicate entire thoughts via simple
movements. However, the meanings of some of these movements differ in other
cultures. Unless you know local customs, they can get you into trouble. In the United
States and Canada, for example, forming the thumb and forefinger in a circle means
everything is OK. But in parts of South America, the OK sign is obscene.
What does your own body language say about you? To take stock of the kinds of
messages being sent by your body, ask a classmate to critique your use of eye contact,
facial expression, and body movements. Another way to analyze your nonverbal style
is to record yourself making a presentation. Then study your performance. This way
you can make sure your nonverbal cues send the same message as your words.
1-3b
Time, Space, and Territory Send Silent Messages
In addition to nonverbal messages transmitted by your body, three external elements
convey information in the communication process: time, space, and territory.
12
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Time. How we structure and use time tells observers about our personalities and
attitudes. For example, when Warren Buffett, industrialist, investor, and philanthropist, gives a visitor a prolonged interview, he signals his respect for, interest in,
and approval of the visitor or the topic to be discussed.
Space. How we order the space around us tells something about ourselves and our
objectives. Whether the space is a bedroom, a dorm room, or an office, people reveal
themselves in the design and grouping of their furniture. Generally, the more formal
the arrangement, the more formal and closed the communication style. An executive
who seats visitors in a row of chairs across from his desk sends a message of aloofness
and a desire for separation. A team leader who arranges chairs informally in a circle
rather than in straight rows conveys her desire for a more open exchange of ideas.
Territory. Each of us has a certain area that we feel is our own territory, whether it is a
specific spot or just the space around us. Your father may have a favorite chair in which
he is most comfortable, a cook might not tolerate intruders in the kitchen, and veteran
employees may feel that certain work areas and tools belong to them. We all maintain
zones of privacy in which we feel comfortable. Figure 1.5 categorizes the four zones
of social interaction among Americans, as formulated by anthropologist Edward T.
Hall.30 Notice that North Americans are a bit standoffish; only intimate friends and
family may stand closer than about 1.5 feet. If someone violates that territory, North
Americans feel uncomfortable and may step back to reestablish their space.
1-3c
Appearance Sends Silent Messages
Much like the personal appearance of an individual, the physical appearance of
a business document transmits immediate and important nonverbal messages.
Ideally, these messages should be pleasing to the eye.
Eye Appeal of Business Documents. The way an e-mail, letter, memo, or report
looks can have either a positive or a negative effect on the receiver. Sloppy e-mails send
a nonverbal message that you are in a terrific hurry or that you do not care about the
receiver. Envelopes—through their postage, stationery, and printing—can suggest that
they are routine, important, or junk mail. Letters and reports can look neat, professional, well organized, and attractive—or just the opposite. In succeeding chapters you
will learn how to create business documents that send positive nonverbal messages
through their appearance, format, organization, readability, and correctness.
Personal Appearance. The way you look—your clothing, grooming, and posture—
telegraphs an instant nonverbal message about you. Based on what they see, viewers
make quick judgments about your status, credibility, personality, and potential. If
you want to be considered professional, think about how you present yourself. One
Intimate Zone
(1 to 11/2 feet)
Personal Zone
(11/2 to 4 feet)
Social Zone
(4 to 12 feet)
© Kablonk Royalty-Free/Inmagine
© iStockphoto.com/monkeybusinessimages
Four Space Zones for Social Interaction
© iStockphoto.com/Dean Mitchell
1.5
© iStockphoto.com/lewkmiller
Figure
Public Zone
(12 or more feet)
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13
Hero Images/Hero Images/Getty Images
marketing manager said, “I’m young and pretty. It’s
hard enough to be taken seriously, and if I show up
in jeans and a teeshirt, I don’t stand a chance.”31 As
a businessperson, you will want to think about what
your appearance says about you. Although the rules
of business attire have loosened up, some workers
show poor judgment. You will learn more about
professional attire and behavior in later chapters.
1-3d
Building Strong Nonverbal Skills
Nonverbal communication can outweigh words in
the way it influences how others perceive us. You can
harness the power of silent messages by reviewing
the following tips for improving nonverbal communication skills:
▪▪ Establish and maintain eye contact. Remember
ne of the latest fads is body art in the form of tatthat in North America appropriate eye contact
toos and piercings. Once seen primarily on bikers,
signals interest, attentiveness, strength, and
prisoners, and sailors, inked images increasingly
credibility.
adorn the bodies of Americans today. The Food and
▪▪ Use posture to show interest. Encourage interDrug Administration estimates that as many as 45 million
action by leaning forward, sitting or standing
Americans have at least one tattoo. A Pew Research
erect, and looking alert.
study found the highest incidence of tattoos in eighteen▪▪ Reduce or eliminate physical barriers. Move out
to twenty-nine-year-olds (38 percent). Think twice,
from behind a desk or lectern; arrange meeting
however, before displaying “tats” and piercings at work.
chairs in a circle.
Conspicuous body art may make you feel distinctive and
▪▪ Improve your decoding skills. Watch facial
slightly daring, but how might it affect your career?
expressions and body language to understand
the complete verbal and nonverbal messages
being communicated.
▪▪ Probe for more information. When you perceive nonverbal cues that contradict verbal meanings, politely seek additional cues (I’m not sure I understand,
Please tell me more about . . ., or Do you mean that . . .).
▪▪ Interpret nonverbal meanings in context. Make nonverbal assessments only
when you understand a situation or a culture.
▪▪ Associate with people from diverse cultures. Learn about other cultures to
widen your knowledge and tolerance of intercultural nonverbal messages.
▪▪ Appreciate the power of appearance. Keep in mind that the appearance of your
business documents, your business space, and yourself sends immediate positive
or negative messages to receivers.
▪▪ Observe yourself on video. Ensure that your verbal and nonverbal messages are
in sync by recording and evaluating yourself making a presentation.
▪▪ Enlist friends and family. Ask friends and family to monitor your conscious
and unconscious body movements and gestures to help you become an effective communicator.
O
Learning Objective
4
Explain five common dimensions of culture, and understand
how culture affects communication and the use of social media
and communication technology.
14
1-4
Recognizing How Culture Affects Communication
Global business, new communication technologies, the Internet, and social media span
the world, shrinking distances. However, cultural differences still exist and can cause
significant misunderstandings. Comprehending the verbal and nonverbal meanings of
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a message is difficult even when communicators are from the same culture. When they
come from different cultures, special sensitivity and skills are necessary.
What Is Culture? For our purposes, culture may be defined as “the complex system
of values, traits, morals, and customs shared by a society, region, or country.”
Culture is a powerful operating force that molds the way we think, behave, and
communicate. The objective of this section is to broaden your view of culture and
open your mind to new attitudes so you can avoid frustration when cultural adjustment is necessary. Despite globalization, growing diversity, and widespread social
networking, we need to make adjustments and adopt new attitudes.
So that you will better understand your culture and how it contrasts with other
cultures, we will describe five key dimensions of culture: context, individualism,
time orientation, power distance, and communication style. The section closes with
a look at the interaction between culture and social media.
1-4a
Context
Context is probably the most important cultural dimension and also the most difficult
to define. In a model developed by cultural anthropologist Edward T. Hall, context
refers to the stimuli, environment, or ambience surrounding an event. Hall arranged
cultures on a continuum, shown in Figure 1.6, from low to high in relation to context.
This figure also summarizes key comparisons for today’s business communicators.
Figure
1.6
Comparing Low- and High-Context Cultures
Culture has a powerful effect on business communicators. The following observations point out selected differences. However, these
are simplifications and practices within a given culture vary considerably. Moreover, as globalization expands, low- and high-context
cultures are experiencing change and differences may be less pronounced.
Higher Context
Lower
Context
Swiss
German
Northern
European
Central
European
South
American
African
South
European
Arabian
Asian
Australian
American
▪ Tend to prefer direct verbal interaction
▪ Tend to understand meaning at only one
sociocultural level.
▪ Are generally less proficient in reading nonverbal cues
▪ Value individualism
▪ Rely more on logic
▪ Say no directly
▪ Communicate in highly structured, detailed messages
with literal meanings
▪ Give authority to written information
▪ Tend to prefer indirect verbal interaction
▪ Tend to understand meanings embedded
at many sociocultural levels
▪ Are generally more proficient in reading nonverbal cues
▪ Value group membership
▪ Rely more on context and feeling
▪ Talk around point, avoid saying no
▪ Communicate in sometimes simple, sometimes
ambiguous messages
▪ Understand visual messages readily
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15
Communicators in low-context cultures (such as those in North America,
Scandinavia, and Germany) depend little on the context of a situation to convey
their meaning. They assume that messages must be explicit, and listeners rely exclusively on the written or spoken word. Low-context cultures tend to be logical,
analytical, and action oriented. Business communicators stress clearly articulated
messages that they consider to be objective, professional, and efficient. Words are
taken literally.
Communicators in high-context cultures (such as those in China, Japan, and
Arab countries) assume that the listener does not need much background information.32 Communicators in high-context cultures are more likely to be intuitive
and contemplative. They may not take words literally. Instead, the meaning of a
message may be implied from the social or physical setting, the relationship of the
communicators, or nonverbal cues. For example, a Japanese communicator might
say yes when he really means no. From the context of the situation, his Japanese
conversation partner would conclude whether yes really meant yes or whether it
meant no. The context, tone, time taken to answer, facial expression, and body
cues would convey the meaning of yes.33 Communication cues are transmitted by
posture, voice inflection, gestures, and facial expression.
1-4b
Individualism
An attitude of independence and freedom from control characterizes individualism. Members of low-context cultures, particularly North Americans, tend to
value individualism. They believe that initiative and self-assertion result in personal
achievement. They believe in individual action and personal responsibility, and they
desire much freedom in their personal lives.
Members of high-context cultures are more collectivist. They emphasize
membership in organizations, groups, and teams; they encourage acceptance of
group values, duties, and decisions. They typically resist independence because
it fosters competition and confrontation instead of consensus. In group-oriented
cultures such as those in many Asian societies, for example, self-assertion and individual decision making are discouraged. “The nail that sticks up gets pounded
down” is a common Japanese saying.34 Business decisions are often made by all
who have competence in the matter under discussion. Similarly, in China managers
also focus on the group rather than on the individual, preferring a consultative
management style over an autocratic style.35
Many cultures, of course, are quite complex and cannot be characterized as
totally individualistic or group oriented. For example, European Americans are
generally quite individualistic, whereas African-Americans are less so, and Latinos
are closer to the group-centered dimension.36
1-4c
Time Orientation
North Americans consider time a precious commodity. They correlate time with
productivity, efficiency, and money. Keeping people waiting for business appointments is considered a waste of time and also rude.
In other cultures time may be perceived as an unlimited resource to be enjoyed.
A North American businessperson, for example, was kept waiting two hours past
a scheduled appointment time in South America. She wasn’t offended, though,
because she was familiar with South Americans’ more relaxed concept of time.
The perception of time and how it is used are culturally learned. In some
cultures time is perceived analytically. People account for every minute of the
day. In other cultures, time is holistic and viewed in larger chunks. People in
Western cultures tend to be more analytical, scheduling appointments at 15- to
30-minute intervals. Those in Eastern cultures tend to be more holistic, planning
fewer but longer meetings. People in one culture may look at time as formal and
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Chapter 1: Communicating in the Digital-Age Workplace
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task oriented. In another culture, time is seen as an opportunity to develop interpersonal relationships.
1-…