Business communication essentials a skills based approach, 6th edition

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Business
Communication
Essentials


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Business
Communication
Essentials
SIXTH EDITION

COURTLAND L. BOVÉE
Professor of Business Communications
C. Allen Paul Distinguished Chair
Grossmont College

JOHN V. THILL

Chairman and Chief Executive Officer
Global Comunication Strategies

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Library of Congress Cataloging-in-Publication Data
Bovee, Courtland L.
Business communication essentials / Courtland L. Bovee, John V. Thill.—6th ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-13-297132-4 (alk. paper)
1. Business communication. 2. Business writing. 3. Business presentations. I. Thill, John V. II. Title.
HF5718.B659 2014
651.7—dc23
2012042050
10 9 8 7 6 5 4 3 2

ISBN 10:
0-13-297132-1
ISBN 13: 978-0-13-297132-4


Contents in Brief
Preface xv
Prologue xxvii

Unit 1

▶

BUSINESS COMMUNICATION FOUNDATIONS

CHAPTER 1
CHAPTER 2

Understanding Business Communication in Today’s Workplace 2
Mastering Team Skills and Interpersonal Communication 31

Unit 2

THE THREE-STEP WRITING PROCESS

▶

CHAPTER 3
CHAPTER 4
CHAPTER 5

Planning Business Messages 56
Writing Business Messages 78
Completing Business Messages 104

Unit 3

BRIEF BUSINESS MESSAGES

▶

55

127

CHAPTER 6
CHAPTER 7
CHAPTER 8
CHAPTER 9

Crafting Messages for Electronic Media 128
Writing Routine and Positive Messages 166
Writing Negative Messages 192
Writing Persuasive Messages 222

Unit 4

LONGER BUSINESS MESSAGES

▶

247

CHAPTER 10
CHAPTER 11
CHAPTER 12

Understanding and Planning Reports and Proposals 248
Writing and Completing Reports and Proposals 277

Developing Oral and Online Presentations 325

Unit 5

EMPLOYMENT MESSAGES AND JOB INTERVIEWS

▶

1

CHAPTER 13
CHAPTER 14

Building Careers and Writing Résumés 354
Applying and Interviewing for Employment 383

APPENDIX A
APPENDIX B
APPENDIX C

Format and Layout of Business Documents 413
Documentation of Report Sources 429
Correction Symbols 435

353

Handbook of Grammar, Mechanics, and Usage 439
Answer Key 469
Index 473

v


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Contents

Characteristics of Effective Teams 32

Collaborating on Communication Efforts 33

Preface xv

Guidelines for Collaborative Writing 33
Technologies for Collaborative Writing 34
Giving—and Responding to—Constructive Feedback 35

Prologue xxvii

Making Your Meetings More Productive 35
Preparing for Meetings 36
Conducting and Contributing to Efficient Meetings 37
Using Meeting Technologies 38

Unit 1

▶

CHAPTER 1

BUSINESS COMMUNICATION
FOUNDATIONS 1
Understanding Business
Communication in Today’s
Workplace 2

Understanding Why Communication Matters 3
Communication Is Important to Your Career 3
Communication Is Important to Your Company 4
What Makes Business Communication Effective? 4

Communicating as a Professional 5
Understanding What Employers Expect from You 6
Communicating in an Organizational Context 7
Adopting an Audience-Centered Approach 7

Exploring the Communication Process 7
The Basic Communication Model 8
The Social Communication Model 9

Committing to Ethical Communication 10
Distinguishing Ethical Dilemmas from Ethical
Lapses 11
Making Ethical Choices 11

Communicating in a World of Diversity 12
The Advantages and Challenges of a Diverse
Workforce 12
Key Aspects of Cultural Diversity 13

Advice for Improving Intercultural Communication 16

Using Technology to Improve Business
Communication 18
Keeping Technology in Perspective 19
Using Tools Productively 19
Guarding Against Information Overload 19
Reconnecting with People Frequently 19

Chapter Review and Activities 24
Test Your Knowledge 25
Apply Your Knowledge 25
Practice Your Skills 25
Expand Your Skills 27
Improve Your Grammar, Mechanics, and Usage 27
References 29

CHAPTER 2

Mastering Team Skills and
Interpersonal Communication 31

Communicating Effectively in Teams 32
Advantages and Disadvantages of Teams 32

Improving Your Listening Skills 40
Recognizing Various Types of Listening 40
Understanding the Listening Process 40
Overcoming Barriers to Effective Listening 41

Improving Your Nonverbal Communication Skills 42
Developing Your Business Etiquette 43
Business Etiquette in the Workplace 43
Business Etiquette in Social Settings 44
Business Etiquette Online 45

Chapter Review and Activities 47
Test Your Knowledge 48
Apply Your Knowledge 48
Practice Your Skills 48
Expand Your Skills 50
Improve Your Grammar, Mechanics, and Usage 50
References 52

Unit 2

▶

CHAPTER 3

THE THREE-STEP WRITING
PROCESS 55
Planning Business Messages 56

Understanding the Three-Step Writing Process 57
Analyzing the Situation 58
Defining Your Purpose 58
Developing an Audience Profile 58

Gathering Information 60

Uncovering Audience Needs 61
Providing Required Information 61

Selecting the Right Medium 61
Oral Media 61
Written Media 62
Visual Media 62
Electronic Media 63
Factors to Consider When Choosing Media 64

Organizing Your Message 66
Defining Your Main Idea 66
Limiting Your Scope 67
Choosing Between Direct and Indirect Approaches 68
Outlining Your Content 68
Building Reader Interest with Storytelling Techniques 71

Chapter Review and Activities 72
Test Your Knowledge 73
Apply Your Knowledge 73
Practice Your Skills 73

vii


viii

Contents

Expand Your Skills 75

Improve Your Grammar, Mechanics, and Usage 76
References 77

CHAPTER 4

Writing Business Messages 78

Adapting to Your Audience: Being Sensitive to Your
Audience’s Needs 79
Adopting the “You” Attitude 79
Maintaining Standards of Etiquette 79
Emphasizing the Positive 81
Using Bias-Free Language 81

Adapting to Your Audience: Building Strong
Relationships 83
Establishing Your Credibility 83
Projecting Your Company’s Image 84

Adapting to Your Audience: Controlling Your Style
and Tone 84
Creating a Conversational Tone 84
Using Plain Language 86
Selecting Active or Passive Voice 86

Composing Your Message: Choosing Powerful
Words 87
Balancing Abstract and Concrete Words 88
Finding Words That Communicate Well 89

Composing Your Message: Creating Effective
Sentences 89
Choosing from the Four Types of Sentences 89
Using Sentence Style to Emphasize Key Thoughts 91

Composing Your Message: Crafting Coherent
Paragraphs 92
Creating the Elements of a Paragraph 92
Developing Paragraphs 94

Using Technology to Compose and Shape Your
Messages 94
Chapter Review and Activities 96
Test Your Knowledge 97
Apply Your Knowledge 97
Practice Your Skills 97
Expand Your Skills 100
Improve Your Grammar, Mechanics, and Usage 101
References 102

CHAPTER 5

Completing Business
Messages 104

Revising Your Message: Evaluating the First
Draft 105
Evaluating Your Content, Organization, and Tone 105
Evaluating, Editing, and Revising the Work of Other
Writers 105

Revising to Improve Readability 108
Varying Sentence Length 108
Keeping Your Paragraphs Short 108
Using Lists and Bullets to Clarify and Emphasize 108
Adding Headings and Subheadings 109

Editing for Clarity and Conciseness 109
Editing for Clarity 109
Editing for Conciseness 111

Using Technology to Revise Your Message 111
Producing Your Message 113
Designing for Readability 113
Designing Multimedia Documents 116
Using Technology to Produce Your Message 117

Proofreading Your Message 118
Distributing Your Message 119
Chapter Review and Activities 120
Test Your Knowledge 121
Apply Your Knowledge 121
Practice Your Skills 121
Expand Your Skills 124
References 125

Unit 3

▶

CHAPTER 6

BRIEF BUSINESS
MESSAGES 127
Crafting Messages for Electronic
Media 128

Electronic Media for Business Communication 129
Media Choices for Brief Messages 129
Compositional Modes for Electronic Media 131
Creating Content for Social Media 133

Social Networks 134
Business Communication Uses of Social Networks 135
Strategies for Business Communication on Social Networks 136

Information and Media Sharing Sites 137
User-Generated Content Sites 137
Media Curation Sites 140
Community Q&A Sites 140

Email 141
Planning Email Messages 142
Writing Email Messages 142
Completing Email Messages 143

Instant Messaging and Text Messaging 144
Understanding the Benefits and Risks of IM 145
Adapting the Three-Step Process for Successful IM 145

Blogging 146
Understanding the Business Applications of Blogging 147
Adapting the Three-Step Process for Successful Blogging 148
Microblogging 150

Podcasting 152
Chapter Review and Activities 154
Test Your Knowledge 155
Apply Your Knowledge 155
Practice Your Skills 155
Expand Your Skills 158
Improve Your Grammar, Mechanics, and Usage 161
References 163


Contents

CHAPTER 7

Writing Routine and Positive
Messages 166

Strategy for Routine Requests 167
Stating Your Request Up Front 167
Explaining and Justifying Your Request 167
Requesting Specific Action in a Courteous Close 167

Common Examples of Routine Requests 168
Asking for Information or Action 168
Asking for Recommendations 168

Making Claims and Requesting Adjustments 168

Strategy for Routine Replies and Positive
Messages 172
Starting with the Main Idea 172
Providing Necessary Details and Explanation 172
Ending with a Courteous Close 172

Common Examples of Routine Replies and Positive
Messages 173
Answering Requests for Information or Action 173
Granting Claims and Requests for Adjustment 173
Providing Recommendations and References 174
Sharing Routine Information 177
Announcing Good News 177
Fostering Goodwill 178

ix

Sending Negative Employment Messages 204
Refusing Requests for Recommendation Letters 204
Refusing Social Networking Recommendation Requests 205
Rejecting Job Applications 205
Giving Negative Performance Reviews 206
Terminating Employment 207

Sending Negative Organizational News 207
Responding to Negative Information in a Social Media
Environment 209
Chapter Review and Activities 211

Test Your Knowledge 212
Apply Your Knowledge 212
Practice Your Skills 212
Expand Your Skills 215
Improve Your Grammar, Mechanics, and Usage 219
References 220

CHAPTER 9

Writing Persuasive Messages 222

Using the Three-Step Writing Process for Persuasive
Messages 223
Step 1: Planning Persuasive Messages 223
Step 2: Writing Persuasive Messages 225
Step 3: Completing Persuasive Messages 226

Chapter Review and Activities 182

Developing Persuasive Business Messages 226

Test Your Knowledge 182
Apply Your Knowledge 183
Practice Your Skills 183
Expand Your Skills 185
Improve Your Grammar, Mechanics, and Usage 189
References 190

Framing Your Arguments 226
Balancing Emotional and Logical Appeals 227

Reinforcing Your Position 229
Anticipating Objections 229
Avoiding Common Mistakes in Persuasive Communication 229

CHAPTER 8

Writing Negative Messages 192

Using the Three-Step Writing Process for Negative
Messages 193
Step 1: Planning Negative Messages 193
Step 2: Writing Negative Messages 194
Step 3: Completing Negative Messages 195

Using the Direct Approach for Negative Messages 195
Opening with a Clear Statement of the Bad News 195
Providing Reasons and Additional Information 195
Closing on a Respectful Note 196

Using the Indirect Approach for Negative
Messages 196
Opening with a Buffer 197
Providing Reasons and Additional Information 198
Continuing with a Clear Statement of the Bad News 198
Closing on a Respectful Note 199

Sending Negative Messages on Routine Business
Matters 199
Making Negative Announcements on Routine Business
Matters 200

Rejecting Suggestions and Proposals 200
Refusing Routine Requests 200
Handling Bad News About Transactions 200
Refusing Claims and Requests for Adjustment 202

Common Examples of Persuasive Business Messages 231
Persuasive Requests for Action 231
Persuasive Presentation of Ideas 231
Persuasive Claims and Requests for Adjustments 231

Developing Marketing and Sales Messages 233
Planning Marketing and Sales Messages 233
Writing Conventional Marketing and Sales Messages 234
Writing Promotional Messages for Social Media 234
Maintaining High Ethical and Legal Standards 235

Chapter Review and Activities 236
Test Your Knowledge 237
Apply Your Knowledge 237
Practice Your Skills 238
Expand Your Skills 240
Improve Your Grammar, Mechanics, and Usage 244
References 246

Unit 4

▶

CHAPTER 10

LONGER BUSINESS
MESSAGES 247
Understanding and Planning
Reports and Proposals 248

Applying the Three-Step Writing Process to Reports
and Proposals 249
Analyzing the Situation 250


x

Contents

Gathering Information 250
Selecting the Right Medium 250
Organizing Your Information 250

Supporting Your Messages with Reliable
Information 252
Planning Your Research 253
Locating Data and Information 253
Evaluating Information Sources 253
Using Your Research Results 254

Conducting Secondary Research 255

CHAPTER 12

Developing Oral and Online

Presentations 325

Planning a Presentation 326
Analyzing the Situation 326
Selecting the Right Medium 328
Organizing Your Presentation 328

Developing a Presentation 331
Adapting to Your Audience 331
Composing Your Presentation 332

Finding Information at a Library 255
Finding Information Online 256
Documenting Your Sources 257

Enhancing Your Presentation with Effective Visuals 334

Conducting Primary Research 258

Completing a Presentation 340

Conducting Surveys 258
Conducting Interviews 258

Finalizing Your Slides 340
Creating Effective Handouts 342
Choosing Your Presentation Method 342
Practicing Your Delivery 342

Planning Informational Reports 259

Organizing Informational Reports 259
Organizing Website Content 260

Choosing Structured or Free-Form Slides 335
Designing Effective Slides 336

Delivering a Presentation 343

Focusing on Conclusions 262
Focusing on Recommendations 262
Focusing on Logical Arguments 263

Overcoming Anxiety 343
Handling Questions Responsively 343
Embracing the Backchannel 344
Giving Presentations Online 345

Planning Proposals 263

Chapter Review and Activities 346

Planning Analytical Reports 262

Chapter Review and Activities 268
Test Your Knowledge 269
Apply Your Knowledge 269
Practice Your Skills 269
Expand Your Skills 271
Improve Your Grammar, Mechanics, and Usage 274
References 275

CHAPTER 11

Writing and Completing Reports
and Proposals 277

Test Your Knowledge 347
Apply Your Knowledge 347
Practice Your Skills 347
Expand Your Skills 348
Improve Your Grammar, Mechanics, and Usage 350
References 351

Unit 5

▶

EMPLOYMENT MESSAGES
AND JOB INTERVIEWS 353

Writing Reports and Proposals 278
Adapting to Your Audience 278
Drafting Report Content 278
Drafting Proposal Content 282

Writing for Websites and Wikis 282
Drafting Website Content 282
Collaborating on Wikis 283

Illustrating Your Reports with Effective Visuals 284

Choosing the Right Visual for the Job 285
Designing Effective Visuals 292

Completing Reports and Proposals 294
Producing Formal Reports and Proposals 294
Distributing Reports and Proposals 314

Chapter Review and Activities 314
Test Your Knowledge 315
Apply Your Knowledge 315
Practice Your Skills 315
Expand Your Skills 317
Improve Your Grammar, Mechanics, and Usage 322
References 323

CHAPTER 13

Building Careers and Writing
Résumés 354

Finding the Ideal Opportunity in Today’s Job
Market 355
Writing the Story of You 355
Learning to Think Like an Employer 355
Researching Industries and Companies of Interest 355
Translating Your General Potential into a Specific Solution
for Each Employer 357
Taking the Initiative to Find Opportunities 358
Building Your Network 358
Seeking Career Counseling 359

Avoiding Mistakes 359

Planning Your Résumé 359
Analyzing Your Purpose and Audience 360
Gathering Pertinent Information 361
Selecting the Best Medium 361
Organizing Your Résumé Around Your Strengths 361
Addressing Areas of Concern 362


Contents

Writing Your Résumé 363
Keeping Your Résumé Honest 363
Adapting Your Résumé to Your Audience 363
Composing Your Résumé 364

Completing Your Résumé 371
Revising Your Résumé 371
Producing Your Résumé 371
Proofreading Your Résumé 375
Distributing Your Résumé 375

Chapter Review and Activities 376
Test Your Knowledge 377
Apply Your Knowledge 377
Practice Your Skills 377
Expand Your Skills 378
Improve Your Grammar, Mechanics, and Usage 380
References 381

CHAPTER 14

Applying and Interviewing for
Employment 383

Submitting Your Résumé 384
Writing Application Letters 384
Following Up After Submitting a Résumé 388

Polishing Your Interview Style 394
Presenting a Professional Image 395
Being Ready When You Arrive 398

Interviewing for Success 398
The Warm-Up 398
The Question-and-Answer Stage 399
The Close 400
Interview Notes 401

Following Up After an Interview 401
Follow-Up Message 401
Message of Inquiry 401
Request for a Time Extension 402
Letter of Acceptance 403
Letter Declining a Job Offer 404
Letter of Resignation 404

Chapter Review and Activities 405
Test Your Knowledge 406

Apply Your Knowledge 406
Practice Your Skills 406
Expand Your Skills 407
Improve Your Grammar, Mechanics, and Usage 409
References 411

Understanding the Interviewing Process 389

APPENDIX A

The Typical Sequence of Interviews 389
Common Types of Interviews 389
Interview Media 390
What Employers Look For in an Interview 391
Preemployment Testing and Background Checks 392

APPENDIX B
APPENDIX C

Preparing for a Job Interview 392

Answer Key 469

Learning About the Organization 392
Thinking Ahead About Questions 393
Boosting Your Confidence 394

Format and Layout of Business
Documents 413
Documentation of Report Sources 429

Correction Symbols 435

Handbook of Grammar, Mechanics, and Usage 439
Index 473

xi


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Real-Time Updates—Learn More
Real-Time Updates “Learn More” is a unique feature students will see strategically located throughout the text, connecting you with dozens of carefully selected online media items. These elements—
categorized by the icons shown below representing interactive websites, online videos, infographics,
PowerPoint presentations, podcasts, PDF files, and articles—complement the text’s coverage by providing contemporary examples and valuable insights from successful professionals. See page xviii for
an illustration of how Real-Time Updates works.

R E AL-TIME UP DATES

REAL-TI M E UPDATES

Learn More by Reading This Article

Learn More by Watching This Video

Will your social media habits kill your career?
Why saying “thank you” is good for you, too
Need a creative spark?
Building credibility online
Take your communication skills from good to great

Eighteen online resources that can improve your writing
Improve your document designs by learning the
fundamentals of typography
Thirty-five tips from new-media expert Brian Solis
Stay on top of new terminology in social media
Putting Pinterest to work in business communication
Nine startups that know how to blog
Legal advice for every blogger
Simple rules for writing effective thank-you notes
Persuasive messages: 20 tips for success

6
46
71
84
86
91
115
135
136
140
150
150
180
232

Train yourself to listen more effectively
Learn why listening is a survival skill for leaders
Find out why email starts fights—and how to avoid them
Essential idea for business podcasters

Crisis communication and social media
Positive ways to engage when you pick up negative
social commentary
Persuasion skills for every business professional
Quick tips for evaluating the research quality of
a website
The beauty of data visualization
Dealing with the Difficult Four
How to establish an emotional connection with
any audience
Five easy tips to add a professional finish to your slides
Learn to use LinkedIn’s résumé builder

R E AL-T IME UP DATES

REAL-TI M E UPDATES

Learn More by Listening to This Podcast

Learn More by Reading This Infographic

How to keep small battles from escalating into big ones
How to share your ideas in a meeting
Résumé advice from a PR insider
Expert tips for successful phone interviews

33
37
367
399

R E AL-T IME UP DATES

See how small businesses are using social media
Create compelling content when you’re out of ideas
See how expensive poor customer service really is
The color of persuasion
See how an applicant tracking system handles
your résumé
Get a quick reminder of the key steps in preparing
for an interview

40
40
142
152
209
210
226
254
284
328
332
342
363

9
147
196
234

364
395

Learn More by Reading This PDF

International etiquette tips
Dig deep into audience needs with this planning tool
Get detailed advice on using bias-free language
The right way to ask for recommendations on LinkedIn

14
59
82
168

xiii


xiv

Real-Time Updates—Learn More

RE AL-T IME UP DATES

REAL-TI M E UPDATES

Learn More by Viewing This Infographic

Learn More by Visiting This Website

Seven common hand gestures that will stir up trouble
in other cultures

42

R E AL-TIME UP DATES
Learn More by Visiting This Interactive Website

Mine the web to piece together stories on any topic
Grammar questions? Click here for help
Watch the Twitter rumor mill in action
How much are you worth?
Video interviewing on Skype
Prepare for your next interview with these Pinterest pins

71
87
210
388
391
398

R E AL-TIME UP DATES
Learn More by Watching This Presentation

Tips for avoiding ethical problems with social media
Smart advice for brainstorming sessions
Get helpful tips on creating an outline for any project
Practical advice for thorough proofreading
See why visual design is a lot more than just “eye candy”

12
66
69
118
292

Guidelines for trouble-free blogging
See the newest designs from some of the brightest
minds in typography
Learn from the best social media bloggers
in the business
Innovative social media marketing
Get expert tips on writing (or requesting) a letter of
recommendation
Get clear answers to murky copyright questions
Get to the CORE of online research
Learn to use Google more effectively
Step-by-step advice for developing a successful
business plan
Data visualization and infographics gateway:
A comprehensive collection for business
communicators
Ten tips for effective infographics
Follow these people to a new career
See the cutting edge of creative résumé design
Converting your résumé to a CV
Find the keywords that will light up your résumé

11

116
129
131
177
253
256
257
259

289
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361
365


Preface

MAJOR CHANGES AND IMPROVEMENTS IN THIS EDITION
Bovée and Thill texts have long set the benchmark in this field for rigorous, high-value revisions that make sure instructors and students have the most comprehensive, realistic, and
contemporary materials available. In keeping with that standard, the sixth edition of Business Communication Essentials offers numerous additions and improvements.
The following sections are all new, revised with new material, or streamlined for more efficient coverage:
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Understanding Why Communication Matters (in Chapter 1)
Communicating as a Professional (in Chapter 1)
Communicating in a World of Diversity (in Chapter 1)

Age Differences (in Chapter 1)
Gender Differences (in Chapter 1)
Communicating Effectively in Teams (in Chapter 2; new coverage of collaboration)
Technologies for Collaborative Writing (in Chapter 2)
Improving Your Nonverbal Communication Skills (in Chapter 2; new coverage of nonverbal signals as an element of professionalism)
Business Etiquette in the Workplace (in Chapter 2)
Business Etiquette in Social Settings (in Chapter 2)
Business Etiquette Online (in Chapter 2)
Understanding the Three-Step Writing Process (in Chapter 3)
Analyzing the Situation (in Chapter 3)
Organizing Your Message (in Chapter 3)
Editing for Clarity and Conciseness (in Chapter 5)
Electronic Media for Business Communication (in Chapter 6)
Creating Content for Social Media (in Chapter 6)
Social Networks (in Chapter 6)
Business Communication Uses of Social Networks (in Chapter 6)
Information and Media Sharing Sites (in Chapter 6)
Media Curation Sites (in Chapter 6)
Writing Email Messages (in Chapter 6)
Understanding the Business Applications of Blogging (in Chapter 6)
Microblogging (in Chapter 6)
Making Claims and Requesting Adjustments (in Chapter 7)
Ending with a Courteous Close (in Chapter 7; under “Strategy for Routine Replies and Positive Messages”)
Answering Requests for Information or Action (in Chapter 7)
Sharing Routine Information (in Chapter 7)
Fostering Goodwill (in Chapter 7)
Offering Condolences (in Chapter 7)
Continuing with a Clear Statement of the Bad News (in Chapter 9; revised coverage of using conditionals)
Closing on a Respectful Note (in Chapter 8; both instances)
Making Negative Announcements on Routine Business Matters (in Chapter 9)

xv


xvi

Preface
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Rejecting Suggestions and Proposals (in Chapter 8)
Refusing Social Networking Recommendation Requests (in Chapter 8)
Rejecting Job Applications (in Chapter 8)
Sending Negative Organizational News (in Chapter 8)
Responding to Negative Information in a Social Media Environment (in Chapter 8)
Developing Marketing and Sales Messages (in Chapter 9; entire section compressed to allow more room for
coverage of persuasive business messages)
Search Tips (in Chapter 10)
Drafting Report Content (in Chapter 11)
Drafting Proposal Content (in Chapter 11)
Writing for Websites and Wikis (in Chapter 11)
Completing Reports and Proposals (in Chapter 11)
Choosing Structured or Free-Form Slides (in Chapter 12; expanded discussion of pros and cons of each
approach)
Designing Effective Slides (in Chapter 12)
Designing Slides Around a Key Visual (in Chapter 12)
Finalizing Your Slides (in Chapter 12)
Creating Effective Handouts (in Chapter 12)
Finding the Ideal Opportunity in Today’s Job Market (in Chapter 13)
Building Your Network (in Chapter 13)
Planning Your Résumé (in Chapter 13)
Considering Photos, Videos, Presentations, and Infographics (in Chapter 13)
Motivating Action (in Chapter 14, regarding application letters)
Follow-Up Messages (in Chapter 14, formerly titled Thank You Messages)

New Figures in the Sixth Edition
Providing students with an array of carefully chosen and crafted examples is one of the most
important functions of a business communication textbook. The sixth edition offers nearly
60 new figures, including many annotated model documents and a number of new before/
after pairs that demonstrate how to fix specific problem areas in a message. Here are the new

figures in this edition:

Figure Page Title

Annotated
Model
Document

Before/
After
Pair

Real
Company

1.1

03

Sharing Information

1.3

08

The Basic Communication Process

1.4

10

Business Communication: 1.0 Versus 2.0

1.5

13

Diversity at Merck

1.6

17

Writing for Multilingual Audiences

1.7

18

X

2.1

34

Reaching Audiences and Building Communities with
Social Media
Collaboration Technologies

2.2

35

Shared Workspaces

X

2.3

37

Typical Meeting Agenda

3.3

60

Predicting the Effects of Audience Composition

3.4

62

Media Choices

3.5

63

Visual Media

3.6

64

Interactive Media

3.7

67

Limiting the Scope of a Message

X

3.11

71

Storytelling as a Way to Organize Messages

X

4.3

86

Plain Language at Creative Commons

4.5

91

Online Tools for Finding Fresh Word Choices

X
X

X

X

X

X
X

X

X

X

X
X

5.3

114 Designing for Readability

X

5.4

117 Multimedia Tools

X


Preface

Figure Page Title

Annotated
Model
Document

Before/
After
Pair

Real
Company

6.1

130 The Rise and Reach of Social Media

6.2

132 Compositional Modes: Using Twitter for Teasers

6.3

134 Business Communication on Social Networks

X

X

6.4

141 Community Q&A Sites

X

X

6.7

149 Elements of an Effective Business Blog

X

X

6.8

152 Business Applications of Microblogging

7.5

175 Responding to a Claim When the Buyer Is at Fault

7.7

177 Sharing Routine Information

X

X

7.8

179 Social Media News Release

X

X

8.1

193 Comparing the Direct and Indirect Approaches for
Negative Messages

8.2

194 Choosing the Direct or Indirect Approach

8.3

201 Effective Letter Declining a Routine Request

X

X

8.6

206 Effective Message Rejecting a Job Applicant

X

X

8.7

X

X

9.1

208 Internal Message Providing Bad News About Company
Operations
223 Appealing to Audience Needs

9.2

227 The AIDA Model for Persuasive Messages

9.3

228 Balancing Logical and Emotional Appeals

9.4

230 Persuasive Argumentation

X

9.6

235 Persuasive Messages in Social Media

X

X

10.4

255 Summarizing Effectively

10.7

X

X

11.1

263 Preliminary Outline of a Research Report Focusing
on Conclusions
279 Achieving the Appropriate Tone for a Report

X

X

11.2

283 Writing for the Web

X

X

11.4

286 Parts of a Table

X

X

X
X

X

X

X

X

11.12 293 Infographics
12.6

337 Using a Key Visual to Organize Points on a Slide

12.7

338 Writing Text for Slides

12.8

341 Designing Effective Visuals: Selected Slides

13.1

356 Writing the Story of You

X

13.3

368 Crafting Your Résumé, Scenario 1: Positioning Yourself
for an Ideal Opportunity

X

13.4

369 Crafting Your Résumé, Scenario 2: Repositioning Yourself for Available Opportunities

X

13.5

370 Crafting Your Résumé, Scenario 3: Positioning Yourself
for More Responsibility

X

13.6

373 Infographic Résumé

14.2

386 Unsolicited Application Letter: Poor and Improved

X

X

14.6

402 Follow-Up Message: Poor and Improved

X

X

14.7

403 Request for a Time Extension: Poor and Improved

X

X

X

EXTEND THE VALUE OF YOUR TEXTBOOK WITH FREE
MULTIMEDIA CONTENT
Business Communication Essentials’s unique Real-Time Updates system automatically provides weekly content updates, including interactive websites, podcasts, PowerPoint presentations, online videos, PDF files, and articles. You can subscribe to updates chapter by chapter,
so you get only the material that applies to the chapter you are studying. You can access RealTime Updates through MyBCommLab or by visiting />
xvii


xviii

Preface

1 Read messages from the
authors and access special
assignment materials and
“Learn More” media items.

2 Click on any chapter to see
the updates and media items
for that chapter.

3 Scan headlines and click
on any item of interest to
read the article or download
the media item.

4 Media items are categorized
by type so you can quickly find
podcasts, videos, PowerPoints,
and more.

Every item is personally
selected by the authors to
complement the text and
support in-class activities.

5 Subscribe via RSS to
individual chapters to
get updates automatically
for the chapter you’re
currently studying.

WHAT IS THE SINGLE MOST IMPORTANT STEP YOU CAN TAKE
TO ENHANCE YOUR CAREER PROSPECTS?
No matter what profession you want to pursue, the ability to communicate will be an essential skill—and a skill that employers expect you to have when you enter the workforce. This
course introduces you to the fundamental principles of business communication and gives
you the opportunity to develop your communication skills. You’ll discover how business

communication differs from personal and social communication, and you’ll see how today’s
companies are using blogs, social networks, podcasts, virtual worlds, wikis, and other technologies. You’ll learn a simple three-step writing process that works for all types of writing
and speaking projects, both in college and on the job. Along the way, you’ll gain valuable


Preface

insights into ethics, etiquette, listening, teamwork, and nonverbal communication. Plus,
you’ll learn effective strategies for the many types of communication challenges you’ll face
on the job, from routine messages about transactions to complex reports and websites.
Colleges and universities vary in the prerequisites established for the business communication course, but we advise taking at least one course in English composition before enrolling in this class. Some coursework in business studies will also give you a better perspective
on communication challenges in the workplace. However, we have taken special care not to
assume any in-depth business experience, so you can use Business Communication Essentials
successfully even if you have limited on-the-job experience or business coursework.

How This Course Will Help You
Few courses can offer the three-for-the-price-of-one value you get from a business communication class. Check out these benefits:
■

■

■

In your other classes. The communication skills you learn in this class can help you in
every other course you take in college. From simple homework assignments to complicated team projects to class presentations, you’ll be able to communicate more effectively
with less time and effort.
During your job search. You can reduce the stress of searching for a job and stand out
from the competition. Every activity in the job search process relies on communication.
The better you can communicate, the more successful you’ll be at landing interesting
and rewarding work.

On the job. After you get that great job, the time and energy you have invested in this
course will continue to yield benefits year after year. As you tackle each project and every
new challenge, influential company leaders—the people who decide how quickly you’ll
get promoted and how much you’ll earn—will be paying close attention to how well
you communicate. They will observe your interactions with colleagues, customers, and
business partners. They’ll take note of how well you can collect data, find the essential
ideas buried under mountains of information, and convey those points to other people.
They’ll observe your ability to adapt to different audiences and circumstances. They’ll
be watching when you encounter tough situations that require careful attention to ethics
and etiquette. The good news: Every insight you gain and every skill you develop in this
course will help you shine in your career.

How to Succeed in This Course
Although this course explores a wide range of message types and appears to cover quite a
lot of territory, the underlying structure of the course is actually rather simple. You’ll learn
a few basic concepts, identify some key skills to use and procedures to follow—and then
practice, practice, practice. Whether you’re writing a blog posting in response to one of the
real-company cases or drafting your own résumé, you’ll be practicing the same skills again
and again. With feedback and reinforcement from your instructor and your classmates, your
confidence will grow and the work will become easier and more enjoyable.
The following sections offer advice on approaching each assignment, using your textbook, and taking advantage of some other helpful resources.
Approaching Each Assignment

In the spirit of practice and improvement, you will have a number of writing (and possibly
speaking) assignments throughout this course. These suggestions will help you produce better results with less effort:
■

First, don’t panic! If the thought of writing a report or giving a speech sends a chill
up your spine, you’re not alone. Everybody feels that way when first learning business
communication skills, and even experienced professionals can feel nervous about major

projects. Keeping three points in mind will help. First, every project can be broken down
into a series of small, manageable tasks. Don’t let a big project overwhelm you; it’s nothing more than a bunch of smaller tasks. Second, remind yourself that you have the skills
you need to accomplish each task. As you move through the course, the assignments are

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Preface

■

■

■

■

■

■

carefully designed to match the skills you’ve developed up to that point. Third, if you feel
panic creeping up on you, take a break and regain your perspective.
Focus on one task at a time. A common mistake writers make is trying to organize and
express their ideas while simultaneously worrying about audience reactions, grammar,
spelling, formatting, page design, and a dozen other factors. Fight the temptation to do everything at once; otherwise, your frustration will soar and your productivity will plummet.
In particular, don’t worry about grammar, spelling, and word choices during your first
draft. Concentrate on the organization of your ideas first, then the way you express those

ideas, and then the presentation and production of your messages. Following the threestep writing process is an ideal way to focus on one task at a time in a logical sequence.
Give yourself plenty of time. As with every other school project, putting things off to
the last minute creates unnecessary stress. Writing and speaking projects in particular are much easier if you tackle them in small stages with breaks in between, rather
than trying to get everything done in one frantic blast. Moreover, there will be instances
when you simply get stuck on a project, and the best thing to do is walk away and give
your mind a break. If you allow room for breaks in your schedule, you’ll minimize the
frustration and spend less time overall on your homework, too.
Step back and assess each project before you start. The writing and speaking projects
you’ll have in this course cover a wide range of communication scenarios, and it’s essential that you adapt your approach to each new challenge. Resist the urge to dive in and
start writing without a plan. Ponder the assignment for a while, consider the various
approaches you might take, and think carefully about your objectives before you start
writing. Nothing is more frustrating than getting stuck halfway through because you’re
not sure what you’re trying to say or you’ve wandered off track. Spend a little time planning, and you’ll spend a lot less time writing.
Use the three-step writing process. Those essential planning tasks are the first step in
the three-step writing process, which you’ll learn about in Chapter 3 and use throughout the course. This process has been developed and refined by professional writers
with decades of experience and thousands of projects ranging from short blog posts to
500-page textbooks. It works, so take advantage of it.
Learn from the examples and model documents. This textbook offers dozens of realistic examples of business messages, many with notes along the sides that explain strong
and weak points. Study these and any other examples that your instructor provides.
Learn what works and what doesn’t, then apply these lessons to your own writing.
Learn from experience. Finally, learn from the feedback you get from your instructor
and from other students. Don’t take the criticism personally; your instructor and your
classmates are commenting about the work, not about you. View every bit of feedback as
an opportunity to improve.

Using This Textbook Package

This book and its accompanying online resources introduce you to the key concepts in business communication while helping you develop essential skills. As you read each chapter, start
by studying the learning objectives. They will help you identify the most important concepts in
the chapter and give you a feel for what you’ll be learning. Each learning objective corresponds

to one major heading within the chapter, so you can easily find the information it relates to.
Following the learning objectives, the “Communication Matters” feature offers helpful advice
from a successful professional who uses the same skills you will be learning in the chapter.
At the end of each chapter, “Learning Objectives: Check Your Progress” gives you the
chance to quickly verify your grasp of important concepts. Following that, you’ll see two
sets of questions that will help you test and apply your knowledge, and two sets of projects
that will help you practice and expand your skills. Chapters 6 through 14 also feature communication cases, which are more-involved projects that require you to plan and complete
a variety of messages and documents. All these activities are tagged by learning objective,
so if you have any questions about the concepts you need to apply, just revisit that part of
the chapter.


Preface

xxi

Several chapters have activities with downloadable media such as presentations and podcasts; if your instructor assigns these elements, follow the instructions in the text to locate the
correct files. You can also download the two-page Quick Learning Guide to review the essential points from the chapter. And if you’d like some help on using Facebook and Twitter for
business communication, we have created screencasts with helpful advice on these topics.
In addition to the 14 chapters of the text itself, here are some special features that will
help you succeed in the course and on the job:
■

■

■

■

■

Prologue: Building a Career with Your Communication Skills. This section (immediately following this Preface) helps you understand today’s dynamic workplace, the steps
you can take to adapt to the job market, and the importance of creating an employment
portfolio and building your personal brand.
Handbook. The Handbook of Grammar, Mechanics, and Usage (see page 439) serves as
a convenient reference of essential business English.
Real-Time Updates. You can use this unique newsfeed service to make sure you’re always kept up to date on important topics. Plus, at strategic points in every chapter, you
will be directed to the Real-Time Updates website to get the latest information about
specific subjects. To sign up, visit You can also access Real-Time Updates through MyBCommLab.
Business Communication Web Search. With our unique web search approach, you
can quickly access more than 325 search engines. The tool uses a simple and intuitive
interface engineered to help you find precisely what you want, whether it’s PowerPoint
files, PDF files, Microsoft Word documents, Excel files, videos, podcasts, videos, or social
bookmarks. Check it out at .
CourseSmart eTextbooks Online. CourseSmart is an exciting new choice for students
looking to save money. As an alternative to buying the print textbook, you can purchase
an electronic version of the same content and receive a significant discount off the suggested list price of the print text. With a CourseSmart eTextbook, you can search the
text, make notes online, print out reading assignments that incorporate lecture notes,
and bookmark important passages for later review. For more information or to purchase
access to the CourseSmart eTextbook, visit www.coursesmart.com.

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

with organizations ranging from Fortune 500 multinationals to entrepreneurial start-ups.
He formerly held positions with Pacific Bell and Texaco.
Courtland Bovée and John Thill were recently awarded proclamations from the
Governor of Massachusetts for their lifelong contributions to education and for their commitment to the summer youth baseball program that is sponsored by the Boston Red Sox.

ACKNOWLEDGMENTS
The sixth edition of Business Communication Essentials reflects the professional experience
of a large team of contributors and advisors. We express our thanks to the many individuals
whose valuable suggestions and constructive comments influenced the success of this book.
xxi


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Preface

Reviewers of Previous Editions
Thank you to the following professors: Victoria Austin, Las Positas College; Faridah Awang,
Eastern Kentucky University; Jeanette Baldridge, University of Maine at Augusta; Diana
Baran, Henry Ford Community College; JoAnne Barbieri, Atlantic Cape Community
College; Kristina Beckman, John Jay College; Judy Bello, Lander University; Carol Bibly,
Triton College; Nancy Bizal, University of Southern Indiana; Yvonne Block, College of Lake
County; Edna Boroski, Trident Technical College; Nelvia M. Brady, Trinity Christian College; Arlene Broeker, Lincoln University; David Brooks, Indiana University Southeast; Carol
Brown, South Puget Sound Community College; Domenic Bruni, University of Wisconsin;
Jeff Bruns, Bacone College; Gertrude L. Burge, University of Nebraska; Sharon Burton,
Brookhaven College; Robert Cabral, Oxnard College; Dorothy Campbell, Brevard Community College; Linda Carr, University of West Alabama; Sharon Carson, St. Philip’s College;
Rick Carter, Seattle University; Dacia Charlesworth, Indiana University–Purdue University
Fort Wayne; Jean Chenu, Genesee Community College; Connie Clark, Lane Community
College; Alvin Clarke, Iowa State University; Jerrie Cleaver, Central Texas College; Clare
Coleman, Temple University; M. Cotton, North Central Missouri College; Pat Cowherd,

Campbellsville University; Pat Cuchens, University of Houston–Clear Lake; Walt Dabek,
Post University; Cathy Daly, California State University–Sacramento; Linda Davis, Copiah–
Lincoln Community College; Christine R. Day, Eastern Michigan University; Harjit
Dosanjh, North Seattle Community College; Amy Drees, Defiance College; Lou Dunham,
Spokane Falls Community College; Donna Everett, Morehead State University; Donna Falconer, Anoka–Ramsey Community College; Kate Ferguson Marsters, Gannon University;
Darlynn Fink, Clarion University of Pennsylvania; Bobbi Fisher, University of Nebraska–
Omaha; Laura Fitzwater, Community College of Philadelphia; Matthew Gainous, Ogeechee
Technical College; Yolande Gardner, Lawson State Community College; Gina Genova,
University of California–Santa Barbara; Lonny Gilbert, Central State University; Nancy
Goehring, Monterey Peninsula College; Dawn Goellner, Bethel College; Robert Goldberg,
Prince George’s Community College; Jeffrey Goldberg, MassBay Community College; Helen
Grattan, Des Moines Area Community College; Barbara Grayson, University of Arkansas at
Pine Bluff; Deborah Griffin, University of Houston–Clear Lake; Alice Griswold, Clarke College; Bonnie Grossman, College of Charleston; Lisa Gueldenzoph, North Carolina A&T
State University; Wally Guyot, Fort Hays State University; Valerie Harrison, Cuyamaca College; Tim Hartge, The University of Michigan–Dearborn; Richard Heiens, University of
South Carolina–Aiken; Maureece Heinert, Sinte Gleska University; Leighanne Heisel, University of Missouri–St. Louis; Gary Helfand, University of Hawaii–West Oahu; Cynthia
Herrera, Orlando Culinary Academy; Kathy Hill, Sam Houston State University; Pashia
Hogan, Northeast State Tech Community College; Sarah Holmes, New England Institute of
Technology; Ruth Hopkins Zajdel, Ohio University–Chillicothe; Sheila Hostetler, Orange
Coast College; Michael Hricik, Westmoreland County Community College; Rebecca Hsiao,
East Los Angeles College; Mary Ann Hurd, Sauk Valley Community College; Pat Hurley,
Leeward Community College; Harold Hurry, Sam Houston State University; Marcia James,
University of Wisconsin–Whitewater; Frank Jaster, Tulane University; Jonatan Jelen, Parsons
The New School For Design; Irene Joanette Gallio, Western Nevada Community College;
Mark Johnson, Rhodes State College; Joanne Kapp, Siena College; Jeanette A. Karjala,
Winona State University; Christy L. Kinnion, Lenior Community College; Deborah Kitchin,
City College of San Francisco; Lisa Kirby, North Carolina Wesleyan College; Claudia Kirkpatrick, Carnegie Mellon University; Betty Kleen, Nicholls State University; Fran Kranz,
Oakland University; Jana Langemach, University of Nebraska–Lincoln; Joan Lantry, Jefferson Community College; Kim Laux, Saginaw Valley State University; Ruth Levy, Westchester Community College; Nancy Linger, Moraine Park Technical College; Jere Littlejohn,
University of Mississippi; Dana Loewy, California State University–Fullerton; Jennifer
Loney, Portland State University; Susan Long, Portland Community College; Sue Loomis,
Maine Maritime Academy; Thomas Lowderbaugh, University of Maryland–College Park;

Jayne Lowery, Jackson State Community College; Lloyd Matzner, University of Houston–
Downtown; Ron McNeel, New Mexico State University at Alamogordo; Dr. Bill McPherson,
Indiana University of Pennsylvania; Phyllis Mercer, Texas Woman’s University; Donna
Meyerholz, Trinidad State Junior College; Annie Laurie I. Meyers, Northampton


Preface

Community College; Catherine “Kay” Michael, St. Edward’s University; Kathleen Miller,
University of Delaware; Gay Mills, Amarillo College; Julie Mullis, Wilkes Community College; Pamela Mulvey, Olney Central College; Jimidene Murphey, Clarendon College; Cindy
Murphy, Southeastern Community College; Dipali Murti-Hali, California State University–
Stanislaus; Shelley Myatt, University of Central Oklahoma; Cora Newcomb, Technical College of the Lowcountry; Ron Newman, Crafton Hills College; Linda Nitsch, Chadron State
College; Leah Noonan, Laramie County Community College; Mabry O’Donnell, Marietta
College; Diana Oltman, Central Washington University; Ranu Paik, Santa Monica College;
Lauren Paisley, Genesee Community College; Patricia Palermo, Drew University; John Parrish, Tarrant County College; Diane Paul, TVI Community College; John T. Pauli, University of Alaska–Anchorage; Michael Pennell, University of Rhode Island; Melinda Phillabaum,
Indiana University; Ralph Phillips, Geneva College; Laura Pohopien, Cal Poly Pomona; Diane Powell, Utah Valley State College; Christine Pye, California Lutheran University; Norma
Pygon, Triton College; Dave Rambow, Wayland Baptist University; Richard David Ramsey,
Southeastern Louisiana University; Charles Riley, Tarrant County College–Northwest Campus; Jim Rucker, Fort Hays State University; Dr. Suzan Russell, Lehman College; Calvin
Scheidt, Tidewater Community College; Nancy Schneider, University of Maine at Augusta;
Brian Sheridan, Mercyhurst College; Melinda Shirey, Fresno City College; Bob Shirilla,
Colorado State University; Joyce Simmons, Florida State University; Gordon J. Simpson,
SUNY Cobleskill; Eunice Smith, Bismarck State College; Jeff Smith, University of Southern
California; Lorraine M. Smith, Fresno City College; Harvey Solganick, LeTourneau University–Dallas campus; Stephen Soucy, Santa Monica College; Linda Spargo, University of
Mississippi; W. Dees Stallings, Park University; Mark Steinbach, Austin Community College; Angelique Stevens, Monroe Community College; Steven Stovall, Wilmington College;
Alden Talbot, Weber State University; Michele Taylor, Ogeechee Technical College; Wilma
Thomason, Mid-South Community College; Ed Thompson, Jefferson Community College;
Lori Townsend, Niagara County Community College; Lani Uyeno, Leeward Community
College; Wendy Van Hatten, Western Iowa Tech Community College; Jay Wagers, Richmond
Community College; John Waltman, Eastern Michigan University; Jie Wang, University of
Illinois at Chicago; Chris Ward, The University of Findlay; Dorothy Warren, Middle

Tennessee State University; Glenda Waterman, Concordia University; Kellie Welch, Jefferson Community College; Mathew Williams, Clover Park Technical College; Beth Williams,
Stark State College of Technology; Brian Wilson, College of Marin; Sandra D. Young,
Orangeburg–Calhoun Technical College; Kathryn J. Lee, University of Cincinnati; Sylvia
Beaver Perez, Nyack College; Ann E. Tippett, Monroe Community College; Camille GirardiLevy, Siena College; Cynthia Drexel, Western State College of Colorado; Edgar Dunson
Johnson III, Augusta State University; Danielle Scane, Orange Coast College; Lynda K.
Fuller, Wilmington University; Lydia E. Anderson, Fresno City College; Anita Leffel, The
University of Texas, San Antonio.

Reviewers of Document Makeovers
We sincerely thank the following reviewers for their assistance with the Document Makeover feature: Lisa Barley, Eastern Michigan University; Marcia Bordman, Gallaudet University; Jean Bush-Bacelis, Eastern Michigan University; Bobbye Davis, Southern Louisiana
University; Cynthia Drexel, Western State College of Colorado; Kenneth Gibbs, Worcester
State College; Ellen Leathers, Bradley University; Diana McKowen, Indiana University; Bobbie
Nicholson, Mars Hill College; Andrew Smith, Holyoke Community College; Jay Stubblefield, North Carolina Wesleyan College; Dawn Wallace, Southeastern Louisiana University.

Reviewers of Model Documents
The many model documents in the text and their accompanying annotations received
invaluable review from Dacia Charlesworth, Indiana University–Purdue University Fort
Wayne; Diane Todd Bucci, Robert Morris University; Estelle Kochis, Suffolk County Community College; Sherry Robertson, Arizona State University; Nancy Goehring, Monterey
Peninsula College; James Hatfield, Florida Community College at Jacksonville; Avon
Crismore, Indiana University.

xxiii