lesikars business communication chapters contents

Lesikar's Business CommunicationCONNECTING IH A DIGITAL WORLD

TWELFTH EDITION

Kathryn RentzUNIVERSITY OF CINCINNATI

Marie E. FlatleySAN DIEGO STATE UNIVERSITY

Paula LentzUNIVERSITY OF WISCONSIN-EAU CLAIRE

McGraw-HillIrwin

Preface v

Introduction l

chapter oneCommunication in the Workplace 2

The Role of Communication in Business 3

The Importance of Communication Skillsto You 3

Communication Matters: What BusinessProfessionals Say about Communication 4

Why Business Depends upon Communication 4

Communication Matters: Peter Drucker on theImportance of Communication in Business 5

Current Challenges for BusinessCommunicators 5

Communication Matters: A Chief MarketingOfficer on the Importance of BuildingTrust 7

Main Categories of Business Communication 8

Communication Networks of theOrganization 10

Variation in Communication Activity byBusiness 12

The Business Communication Process 13

Business Communication as ProblemSolving 13

A Model of Business Communication 14

Communication Matters: Channel Choice AffectsMessage Success 17

Business Communication: The Bottom Line 19

Summary by Learning Objectives 19

Critical Thinking Questions 20

Critical Thinking Exercises 21

Fundamentals of Business Writing 23

c h a p t e r twoAdaptation and the Selection of Words 24

Introductory Situation: Choosing Words ThatCommunicate 25

The Importance of Adaptation 25

Adaptation Illustrated 25

Adapting to Multiple Readers 26

Suggestions for Selecting Words 27

Use Familiar Words 27

Communication Matters: And the Most OverusedMarketing Cliche Is . . . 28

Prefer Short Words 28

Use Slang and Popular Cliches withCaution 29

Use Technical Words and Acronyms withCaution 29

Communication Matters: Lost inTranslation 30

Use Concrete Language 30

Technology in Brief: Grammar and StyleCheckers Help Writers with WordSelection 31

Prefer Active Verbs 32

Communication Matters: Everything YouWanted to Know about Active and PassiveVoice 33

Avoid Overuse of Camouflaged Verbs 34

Communication Matters: The Trouble withIdioms 35

Select Words for Precise Meanings 35

Suggestions for Nondiscriminatory Writing 36

Use Gender-Neutral Words 37

xvii

Communication Matters: How Diverse Is TooDiverse? 39

Avoid Words That Stereotype by Race,Nationality, or Sexual Orientation 40

Avoid Words That Stereotype by Age 40

Avoid Words That Typecast Those withDisabilities 40

Communication Matters: The Different Goalsof Different Generations 41

Some Final Words about Words 41




chapter threeConstruction of Clear Sentences andParagraphs 45

introductory Situation: Writing Sentences andParagraphs That Communicate 46

The Importance of Adaptation 46

Care in Sentence Design 46

Using Short Sentences 47

Technology in Brief: Readability StatisticsHelp Writers Evaluate Document Length andDifficulty 48

Communication Matters: Avoiding Stringy andSee-Saw Sentences 49

Limiting Sentence Content 49

Economizing on Words 51

Communication Matters: Is That a SurplusWord? 52

Communication Matters: The StarbucksStudy 53

Determining Emphasis in SentenceDesign 55

Giving Sentences Unity 56

Wording Sentences Logically 58

Communication Matters: Don't MakeMe Laugh 59

Care in Paragraph Design 60

Giving Paragraphs Unity 60

Keeping Paragraphs Short 60

Making Good Use of TopicSentences 61

Leaving Out Unnecessary Detail 62

Making Paragraphs Coherent 63




chapte r fourWriting for a Positive Effect 68

Introductory Situation: Affecting Human Relationsthrough Writing 69

The Importance of a Positive Effect 69

Communication Matters: Business Etiquette—ItDepends on Where You Are 70

Conversational Style 70

Resisting the Tendency to Be Formal 70

Technology in Brief: Grammar and Style CheckersHelp Writers Identify Cliches, Colloquialisms, andJargon 71

Cutting Out "Rubber Stamps" 72

You-Viewpoint 73

The You-Viewpoint Illustrated 73

A Point of Controversy 74

Accent on Positive Language 75

Effects of Words 75

Examples of Word Choice 75

Communication Matters: Parent, Child,or Adult? 77

Courtesy 77Tailoring Your Message to YourReader 77

Refraining from Preaching 78

Doing More Than Is Expected 79

Avoiding Anger 79

Being Sincere 80

The Role of Emphasis 80Emphasis by Position 81

Space and Emphasis 81

Sentence Structure and Emphasis 81

Mechanical Means of Emphasis 82




xvm Contents

Basic Patterns of Business Messages 85

c h a p t e r f i v eThe Writing Process and the Main Forms of BusinessMessages 86

Introductory Situation: The Nature of BusinessMessages 87

The Importance of Skillful Writing 87

The Process of Writing 88

Planning the Message 88

Drafting 91

Revising 92

The Importance of Readable Formatting 93

Letters 94

Letters Denned 95

Letter Form 95

Letter Formality 96

Memorandums (Memos) 96

Memorandums Defined 96

Memorandum Form 97 7

Memorandum Formality 98

Memorandum Structure 98

Email 98

Email Pros and Cons 99

The Prefatory Elements 99

The Message Beginning 100

The Message Structure 100

Email Formality 101

Traits of Effective Email 102

Technology in Brief: Using Good Email EtiquetteHelps Writers Achieve Their Goals 103

The Close of the Message 103

Communication Matters: Be Careful with"Reply All" 104

Emphasis Devices in Email 104

Initialisms in Email 104

Inappropriate Use of Email 105

The Newer Media in Business Writing 106

Text Messaging 106

Instant Messaging 107

Social Networking 108




c h a p t e r s i xDirectness in Good-News and NeutralMessages 114

The Prevalence of Directness in Business 115

Preliminary Assessment 115

The General Direct Plan 115

Beginning with the Objective 115

Covering the Remaining Part of theObjective 115

Ending with Goodwill 116

Routine Inquiries 116

Introductory Situation: Routine Inquiries 116

Choosing from Two Types ofBeginnings 117

Informing and Explaining Adequately 117

Structuring the Questions 118

Ending with Goodwill 118

Communication Matters: Choosing theRight Font 119

Reviewing the Order 119

Technology in Brief: Picture BulletsAllow Writers to List Equal Items with a Bitof Flair 120

Contrasting Examples 120

Technology in Brief: Shortcut ToolsHelp Writers Improve Productivity andQuality 124

Favorable Responses 125

Introductory Situation: FavorableResponses 125

Identifying the Message Being Answered 125

Beginning with the Answer 125

Logically Arranging the Answers 126

Skillfully Handling the Negatives 126

Considering Extras 126

Closing Cordially 127

Reviewing the Plan 127

Contrasting Illustrations 127

Contents xix

Adjustment Grants 128

Introductory Situation: AdjustmentGrants 128

Considering Special Needs 131


Contrasting Adjustments 132

Order Acknowledgments and Other Thank-YouMessages 133

Introductory Situation: Order Acknowledgmentsand Other Thank-You Messages 133

Technology in Brief: Tables Help WritersOrganize Data for Easy Reading 135

Order Acknowledgments 135

Directness and Goodwill Building in OrderAcknowledgments 135

Tact in Order Acknowledgments 136

Strategies for Other Thank-You Messages 136

Summarizing the Structure of OrderAcknowledgments and Other Thank-YouMessages 137

Contrasting Acknowledgments 137

Communication Matters: OperationalCommunication: What Employees Value 141

Operational Messages 141

Introductory Situation: OperationalMessages 141

Casual Operational Messages 141

Moderately Formal Messages 142

Highly Formal Messages 142

Summarizing the Structure of OperationalMessages 143

Contrasting Examples of Operational

Messages 144

Other Direct Message Situations 145




Problem-Solving Cases 148

chapter seven

Indirectness in Bad-News Messages 160

Situations Requiring Indirectness 161

The General Indirect Plan 161

Using a Strategic Buffer 161

Setting Up the Negative News 161

Presenting the Bad News Positively 162

Offering an Alternative Solution 162

Ending on a Positive Note 162

Refused Requests 163

introductory Situation: Refused Requests 163

Developing the Strategy 163

Setting Up the Explanation in the Opening 163

Presenting the Explanation Convincingly 164

Handling the Refusal Positively 164

Using a Compromise When Practical 165

Closing with Goodwill 165

Fitting the General Plan to Refused Requests 165

Contrasting Refusals 166

Claims 167

Introductory Situation: Claims 167

Using Directness versus Indirectness 167

Choosing the Right Tone 167

Leading into the Problem in the Beginning 168

Describing the Problem Clearly 168

Requesting the Correction 169

Overcoming Negativeness with a Fair-MindedClose 169

Outlining the Claim Message 169

Contrasting Examples of Claim Messages 169

Adjustment Refusals 172

Introductory Situation: Adjustment Refusals 172

Determining the Strategy 172

Setting Up Your Reasoning 172

Technology in Brief: Email TemplatesAllow Writers to Reuse and CustomizeMessages 173

Making Your Case 173

Refusing Positively and ClosingCourteously 174

Adapting the General Plan 174

Contrasting Adjustment Refusal Messages 174

Negative Announcements 177

Introductory Situation: NegativeAnnouncements 177

Determining the Strategy 178

Setting Up the Bad News 178

Positively Presenting the Bad News 178

xx Contents

Focusing on Next Steps or RemainingBenefits 178

Closing on a Positive or EncouragingNote 178


Communication Matters: Balance, Not "Spin,"in Negative Announcements 180

Contrasting Negative Announcements 180

Using Directness in Some Cases 181

Other Indirect Messages 182





chapter e i g h t

Indirectness in Persuasive Messages 194

The Rationale for Indirectness 195

General Advice about Persuasion 195

Know Your Readers 195

Choose and Develop Targeted ReaderBenefits 195

Make Good Use of Three Kinds of Appeals 196

Make It Easy for Your Readers to Comply 197

Persuasive Requests 197

Introductory Situation: PersuasiveRequests 197

Determining the Persuasive Plan 197

Gaining Attention in the Opening 199

Developing the Appeal 199

Making the Request Clearly and Positively 199

Communication Matters: The Ingredients ofSuccessful Fund-Raising 200

Summarizing the Plan for Requests 200

Contrasting Persuasive Requests 200

Sales Messages 204

Introductory Situation: Sales Messages 204

Questioning the Acceptability of SalesMessages 205

Preparing to Write a Sales Message 206

Determining the Central Appeal 206

Communication Matters: The Growing Popularityof White Papers 207

Determining the Makeup of the Mailing 208

Gaining Attention 210

Holding Attention in the Opening 210

Building a Persuasive Case 211

Stressing the You-Viewpoint 213

Choosing Words Carefully 213

Communication Matters: The Importance ofVividness in Sales Messages 214

Including All Necessary Information 214

Communication Matters: Persuasive StrategiesVary across Cultures 217

Driving for the Sale 217

Adding a Postscript 219

Offering Name Removal to Email Readers 219

Reviewing the General Sales Plan 219

Evaluating Contrasting Examples 219

Proposals 221

Introductory Situation: Proposals 221

Technology in Brief: Visuals Help Business WritersAdd Interest to Sales Messages 222

Types of Proposals 222

Communication Matters: Wise Words froma Professional Proposal Writer 226

Proposal Format and Contents 226

Communication Matters: The Seven Deadly Sinsof Proposal Writing 117





c h a p t e r n i n e

Communicating in the Job-Search Process 249

Introductory Situation: The Job-SearchProcess 250

The Job Search 250

Building a Network of Contacts 250

Obtaining an Internship 251

Identifying Appropriate Jobs 251

Finding Your Employer 253

Technology in Brief: Webpage Profiles Can Workfor You 255

Contents xxi

Preparing the Application Documents 256

Introductory Situation: Resumes andApplications 256

Constructing the Resume 257

Traditional Print Resume 257

Scannable Print Resume 266

Digital Resume 277

Communication Matters: Words of Wisdom: Stickwith the Truth 179

Writing the Cover Message 279

Print Cover Letters 279

Communication Matters: Developing aProfessional Portfolio 285

Technology in Brief: Websites Offer ValuableInterview Advice 287

Email Cover Messages 289

Handling the Interview 290

Investigating the Company 290

Making a Good Appearance 290

Anticipating Questions and Preparing Answers 291

Putting Yourself at Ease 293

Helping to Control the Dialogue 293

Communication Matters: Some Quotes onThank-you Notes by Today's Businesspeople 294

Following Up and Ending the Application 294

Other Job-Search Messages 295

Continuing Job-Search Activities 296





Fundamentals of Report Writing 305

chapter tenBasics of Report Writing 306

Introductory Situation: Report Writing 307

Reports and Your Future 307

Defining Reports 307

Determining the Report Purpose 308

The Preliminary Investigation 308

Need for a Clear Statement of the Problem 308

Communication Matters: Report-WritingPractices and the Sarbanes-Oxley Act 309

Determining the Factors 309

Use of Subtopics in Information Reports 309

Hypotheses for Problems RequiringSolution 310

Bases of Comparison in Evaluation Studies 310

Gathering the Information Needed 311

Technology in Brief: Citation ManagersHelp Writers Cite and Document Their ReportSources 312

Interpreting the Findings 312

Advice for Avoiding Human Error 313

Appropriate Attitudes and Practices 314

Statistical Tools for Data Analysis 315

Organizing the Report Information 315

The Nature and Benefits of Outlining 315

Technology in Brief: Software Tools Assistthe Writer in Both Identifying Factors andOutlining 316

Organization by Division 317

Division by ConventionalRelationships 317

Combination and Multiple DivisionPossibilities 319

From Outline to Table of Contents 320

Writing the Report 324

Beginning and Ending 324

Being Objective 325

Communication Matters: Formal, Informal, orSomewhere in Between? 326

Being Consistent with Time 326

Including Transitions 327

Communication Matters: Choice Lines Gleanedfrom Accident Reports Submitted to InsuranceCompanies 328

Maintaining Interest 329

Collaborative Report Writing 329

Communication Matters: Does Your Group HaveEmotional Intelligence? 330

xxu Contents

Determining the Group Makeup 330

Creating the Ground Rules 330

Choosing the Means of Collaboration 331

Making a Project Plan 331

Technology in Brief: Comment and ReviewTools Help Writers Track Changes to TheirDocuments 332

Writing the Report 332




chapter e leven

Types of Business Reports 338

Introductory Situation: Types of BusinessReports 339

An Overview of Report Components 339

The Report Classification Plan 339

The Report Components 340

Communication Matters: Creating a Report Titlewith the SWsandl H 341

Characteristics of Shorter Reports 345

Little Need for Introductory Information 345

Predominance of the Direct Order 345

Communication Matters: Tips from a ProfessionalExplainer 347

Technology in Brief: Templates Help WritersFormat Reports 348

More Personal Writing Style 349

Less Need for a Structured Coherence Plan 349

Forms of Shorter Reports 349

The Short Report 349

Letter Reports 359

Communication Matters: KnowledgeManagement Gives Companies the CompetitiveEdge 362

Email Reports 362

Types of Short Reports 364

Routine Operational Reports 364

Progress Reports 364

Problem-Solving Reports 365

Audit Reports 366

Meeting Minutes 367

Components of Long, Formal Reports 369

The Report Introduction 370

Technology in Brief: Using a Table of ContentsGenerator for Speed and Accuracy 3 72

The Report Body 373

The Ending of the Report 373

Appended Parts 374

The Structural Coherence Plan 374

The Long Analytical Report Illustrated 376





Additional Topics for Reports 407

chap te r twe lve

Graphics in Reports and Other Documents 413

Introductory Situation: Graphics in Reports andOther Documents 414

Planning the Graphics 414

Determining the General Mechanicsof Construction 414

Size 415

Layout 415

Type 415

Rules and Borders 416

Color and Cross-Hatching 416

Clip Art 416

Background 416

Communication Matters: Adding Some"Sparkflines)" to Your Text 417

Numbering 417

Construction of Titles and Captions 418

Placement of Titles and Captions 418

Footnotes and Acknowledgments 418

Constructing Textual Graphics 419

Tables 419

Pull Quotes 420

Bullet Lists 420

Flowcharts and Process Charts 421

Constructing Visual Graphics 423

Bar and Column Charts 423

Pictographs 426

Contents xxm

Pie Charts 427

Line Charts 427

Scatter Diagrams 429

Maps 429

Combination Charts 431

Three-Dimensional Graphics 431

Photographs 432

Other Graphics 433

Visual Integrity 433

Communication Matters: Subjective Interpretationsof Color by Different Audiences 43 5

Communication Matters: The Periodic Tableof Visualization Methods 437

Placing and Interpreting the Graphics 439




Oral Forms of BusinessCommunication 443

chapter t h i r t e e n

Oral and Interpersonal Communication 444

Introductory Situation: Oral Communicationon the Job 445

The Prevalence of Oral Communication 445

Informal Talking 445

Technology in Brief: Voice Input Saves WritersTime Creating Documents 446

Elements of Good Talking 446

Communication Matters: How Executives Feelabout Graduates' Communication Skills 447

Courtesy in Talking 447

Conducting and Participating in Meetings 448

Techniques of Conducting Meetings 448

Technology in Brief: Collaborative Tools SupportVirtual Meetings 449

Techniques for Participating in a Meeting 451

Using the Phone 453

Professional Voice Quality 453

Courtesy 453

Effective Phone Procedures 455

Effective Voice Mail Techniques 455

Cell Phones and Their Courteous Use 455

Using Speech Recognition for Messagesand Reports 456

Techniques of Dictating 45 7

Illustration 457

Listening 458

The Nature of Listening 458

Communication Matters: What's in aHandshake? 459

Improving Your Listening Ability 459

The Reinforcing Role of NonverbalCommunication 461

The Nature of Nonverbal Communication 461

Types of Nonverbal Communication 462




chapter f ou r t een

Oral Reporting and Public Speaking 469

Introductory Situation: Formal Speaking 470

Mastering Formal Speaking 470

Reporting Orally 470

Defining Oral Reports 470

Understanding the Differences between Oraland Written Reports 471

Planning the Oral Report 471

Making Formal Speeches 472

Selecting the Topic 472

Preparing the Presentation 472

Communication Matters: VirtualPresentations 474

Choosing the Presentation Method 476

Preparing to Speak 476

Technology in Brief: Presentation Delivery ToolsHelp You Convey Your Message Effectively 477

Audience Analysis 477

Consideration of Personal Aspects 478

XXIV Contents

Appearance and Physical Actions 479

Voice 481

Communication Matters: PowerPoint KeyboardShortcuts 482

Visuals 483-

A Summary List of Speaking Practices 487

Giving Team (Collaborative) Presentations 487

Presenting Virtually 488

Defining Virtual Presentations 489

Delivering Virtual Presentations 489




Cross-Cultural Communication,Correctness, Technology, Research 495

chapter f i f teen

Cross-Cultural Communication 496

Introductory Situation: Cross-CulturalCommunication 497

The Growing Importance of Cross-CulturalCommunication 497

Dimensions of Cultural Difference 498

Technology in Brief: Web Tools for Cross-CulturalCommunication 499

Body Positions and Movements 500

Communication Matters: Carefully Present andReceive a Business Card in Japan 501

Views and Practices Concerning Factors ofHuman Relationships 502

Communication Matters: High-Context versusLow-Context Cultures: Edward T. Hall 503

Communication Matters: Five Dimensions ofCulture: Geert Hofstede 505

Communication Matters: Linear-actives, Multi-actives, and Reactives: Richard D. Lewis 506

Effects on Business Communication 506

Problems of Language 507

Lack of Language Equivalency 507

Communication Matters: Blundering withWords 508

Difficulties with English 509

Advice for Communicating AcrossCultures 511

Do Your Research 511

Know Yourself and Your Company 513

Be Aware—and Wary—of Stereotypes 513

Adapt Your English to Your Audience 514

Be Open to Change 514




chapter s i x teen

Correctness of Communication 517

Introductory Situation: The Effects of Correctnesson Communication 518

The Importance of Correctness 518

The Nature of Correctness 518

Communication Matters: Can You Detect theDifference that Punctuation Makes ? 519

Standards for Punctuation 519

Apostrophe: Apos 1 519

Apos2 520

Apos3 520

Brackets: Bkts 520

Colon: Cln 1 520

Cln2 521

Comma: Cma 1 521

Cma 2-1 521

Cma 2-2 522

Cma 3 522

Cma 4-1 522

Cma 4-2 523

Cma 4-3 523

Cma 4-4 523

Cma 5-1 523

Cma 5-2 524

Cma 6-1 524

Cma 6-2 524

Dash:Dshl 524

Contents XXV

Dsh2 524

Exclamation Mark: Ex 525

Hyphen: Hpn 1 525

Hpn2-1 525

Hpn 2-2 525

Hpn 2-3 525

Italics: Ital 1 525

Technology-in Brief: Using the Internet toImprove Your Grammar 526 •

Ital 2 527Ital 3 527Parentheses: Parens 527Period: Pd 1 527Pd2 527Pd3 527Question Mark: Q 528Quotation Marks: QM 1 528QM2 528QM3 528QM4 528

Technology in Brief: Hyphen, Small Dash, orBig Dash? 529

Semicolon: SC 1 529SC2 530SC3 530SC4 530

Standards for Grammar 530

Adjective-Ad verb Confusion: AA 530

Subject-Verb Agreement: Agmt SV 531

Adverbial Noun Clause: AN 532

Awkward: Awk 532

Dangling Modifiers: Dng 532

Misplaced Modifiers: Mispl 533

Mixed Construction: MixCon 533

Incomplete Constructions: IncCon 533

Sentence Fragment: Frag 533

Pronouns: Pn 1 534

Pn2 535

Pn3 535

Parallelism: Prl 536

Tense: Tns 536

Tns1 536

Tns2 536

Tns 3 537

Tns 4 537

Tns 5 537

Word Use: WU 537

Wrong Word: WW 538

Standards for the Use of Numbers: No 538

No 1 538No 2 539No 3 539No 4 539No 5 539No 6 539No 7 539No 8 540No 9 540No 10 540No 11 540

Spelling: SP 540Rules for Word Plurals 540

Other Spelling Rules 541

Capitalization: Cap 542


A Self-Administered Diagnostic Test ofCorrectness 544

chap te r seven teenTechnology-Enabled Communication 545

Introductory Situation: Using Technology inCommunication Tasks 546

Technological Support for Writing Tasks 546

Tools for Constructing Messages 546

Computer Tools for Planning 546

Computer Tools for Gathering and CollectingInformation 549

Computer Tools for Analyzing andOrganizing 552

Computer Tools for Drafting 552

Computer Tools for Revising andEditing 554

Technology in Brief: Backing Up Frequently Is theWriter's Responsibility 555

Print versus Online Documents 557

Comparing Print and Online Text 558

Organizing Content 558

Presenting the Content 558

Making Your Products Accessible 559

XXVI Contents

Computer Tools for Creating ElectronicDocuments 559

Computer Tools for Collaboration 561

Collaborative Writing Programs 562

Discussion Boards 562

A Look to the Future 563




chapter e i g h t e e n

Business Research Methods 566

Introductory Situation: Business ResearchMethods 567

Conducting Business Research 567

Secondary Research 567

Finding Publication Collections 568

Taking the Direct Approach 569

Using Indirect Methods 575

Technology in Brief: Doing More Efficient RepeatSearching through Favorites 583

Evaluating Websites 583

Primary Research 584

Choosing Your Research Strategy 584

Searching through Company Records 585

Conducting an Experiment 585

Using the Observation Technique 587

Collecting Information by Survey 589

Technology in Brief: Survey Tools HelpWriters Lay Out, Analyze, and Report Results ofQuestionnaires 590

Conducting Focus Groups 597

Conducting Personal Interviews 597

Evaluating and Reporting Data 597

Conducting Ethical Business Research 598




appendices

A Corrections for the Self-AdministeredDiagnostic Test of Correctness 603

B Physical Presentation of Letters, Memos, andReports 605

C General Grading Checklists: Punctuation,Grammar, Number, Spelling, Proofreading,Technique, Strategy, and Formatting 621

D Special Grading Checklists: Messages andReports 625

E Documentation and the Bibliography 629

Photo Credits 648

Index 649

Contents XXVll