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PDF Business Communication For Success 2Nd Edition Scott Mclean Ebook Full Chapter
PDF Business Communication For Success 2Nd Edition Scott Mclean Ebook Full Chapter
PDF Business Communication For Success 2Nd Edition Scott Mclean Ebook Full Chapter
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Business Communication for
Success
Version 2.0
Scott McLean
978-1-4533-7418-4
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Business Communication for Success
Version 2.0
Scott McLean
Published by:
FlatWorld
175 Portland Street
Boston, MA 02114
No part of this work may be used, modified, or reproduced in any form or by any means
except as expressly permitted under the License Agreement.
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Brief Contents
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Contents
Acknowledgments 3
Dedications 5
Preface 7
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Impact of Mobile Communication on Businesses 56
Designing Messages for Mobile Devices 59
Visual Media for Mobile Devices 62
Conclusion 65
2.5 Principles of Verbal Communication 66
Language Has Rules 66
Our Reality Is Shaped by Our Language 67
Language Is Arbitrary and Symbolic 68
Language Is Abstract 69
Language Organizes and Classifies Reality 70
2.6 Language Can be an Obstacle to Communication 72
Cliché 73
Jargon 73
Slang 74
Sexist and Racist Language 76
Euphemisms 77
Doublespeak 77
2.7 Emphasis Strategies 79
Visual Communication 79
Signposts 81
Internal Summaries and Foreshadowing 82
Repetition 82
2.8 Improving Verbal Communication 83
Define Your Terms 84
Choose Precise Words 84
Consider Your Audience 85
Take Control of Your Tone 85
Check for Understanding 86
Be Results Oriented 87
2.9 Additional Resources 88
2.10 Endnotes 89
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Improving Your Perceptions of Your Audience 119
Fairness in Communication 122
3.6 Listening and Reading for Understanding 124
Active Listening and Reading 125
When the Going Gets Tough 125
3.7 Additional Resources 128
3.8 Endnotes 129
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Narrowing Your Topic 173
Focus on Key Points 173
Planning Your Investigation for Information 174
Staying Organized 174
5.5 Ethics, Plagiarism, and Reliable Sources 176
Business Ethics 176
Giving Credit to Your Sources 177
Challenges of Online Research 178
Evaluating Your Sources 179
5.6 Completing Your Research and Investigation 182
Managing Your Time 182
Compiling Your Information 182
5.7 Reading and Analyzing 185
5.8 Additional Resources 187
5.9 Endnotes 189
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Evaluate Organization 229
Evaluate Style 229
Evaluate Readability 229
7.3 Specific Revision Points to Consider 231
Format 231
Facts 231
Names 232
Spelling 232
Punctuation 232
Grammar 235
7.4 Style Revisions 239
Break Up Long Sentences 240
Revise Big Words and Long Phrases 240
Evaluate Long Prepositional Phrases 241
Delete Repetitious Words 241
Eliminate Archaic Expressions or References 241
Avoid Fillers 242
Eliminate Slang 242
Evaluate Clichés 242
Emphasize Precise Words 242
Evaluate Parallel Construction 243
Obscured Verbs 243
The “Is It Professional?” Test 243
7.5 Evaluating the Work of Others 245
Five Steps in Evalution 245
Delivering the Evaluation 246
7.6 Proofreading and Design Evaluation 249
Proofreading 249
Design Evaluation 250
7.7 Additional Resources 253
7.8 Endnotes 254
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
What Is Reliability? 270
What Is Statistically Significant? 271
8.4 Feedback as an Opportunity 272
Evaluative Feedback 273
Interpretive Feedback 274
Supportive Feedback 274
Probing Feedback 274
Understanding Feedback 275
8.5 Additional Resources 276
8.6 Endnotes 277
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Saving Time 326
Appeal, Appropriateness, and Ability 326
Use Your Self-Inventory 327
Writing Your Thesis Statement 328
10.4 Finding Resources 330
Narrow Your Topic and Focus on Key Points 331
Plan Your Search for Information 332
Ethics, Content Selection, and Avoiding Plagiarism 333
Staying Organized 333
Searching for Information on the Internet 334
Evaluating Your Sources 335
Compiling Your Information 337
10.5 Myths and Realities of Public Speaking 339
Speaking in Public Is Not Like Killing Lions 339
You Don’t Have to Be Perfect 340
Organization Is Key to Success 340
Speaking in Public Is Like Participating in a Conversation 340
10.6 Overcoming Obstacles in Your Presentation 342
Language 342
Nature of Perception 343
Ethnocentrism 345
10.7 Additional Resources 347
10.8 Endnotes 347
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Positions on the Stage 365
Gestures 365
Facial Gestures 366
11.5 Visual Aids 367
Purpose, Emphasis, Support, and Clarity 368
Methods and Materials 369
Preparing Visual Aids 371
Using Visual Aids 371
Using PowerPoint as a Visual Aid 371
Use of Color 373
Helpful Hints for Visual Aids 374
11.6 Nonverbal Strategies for Success with Your Audience 375
Watch Reactions 376
Enroll an Observer 377
Focus on a Specific Type of Nonverbal Communication 377
11.7 Additional Resources 378
11.8 Endnotes 379
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Change Perceptions 409
Gain Skills 409
Exposition versus Interpretation 410
13.3 Types of Presentations to Inform 413
Explanation 413
Report 414
Description 414
Demonstration 414
13.4 Adapting Your Presentation to Teach 416
Motivating the Listener 417
Framing 420
Additional Tips 421
13.5 Diverse Types of Intelligence and Learning Styles 424
13.6 Preparing Your Speech to Inform 426
Start with What You Know 427
Consider Your Audience’s Prior Knowledge 427
Adapting Jargon and Technical Terms 428
Using Outside Information 428
Presenting Information Ethically 428
Sample Informative Presentation 431
13.7 Creating an Informative Presentation 433
Sample Speech Guidelines 434
13.8 Additional Resources 436
13.9 Endnotes 437
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Evidence 460
Appealing to Emotions 460
14.7 Speaking Ethically and Avoiding Fallacies 464
Eleven Points for Speaking Ethically 465
Avoiding Fallacies 466
14.8 Sample Persuasive Speech 469
Attention Statement 469
Introduction 469
Body 470
Conclusion 470
Residual Message 471
14.9 Elevator Speech 473
Creating an Elevator Speech 473
14.10 Additional Resources 475
14.11 Endnotes 476
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
16.6 Rituals of Conversation and Interviews 522
Conversation as a Ritual 523
Employment Interviewing 525
16.7 Conflict in the Work Environment 530
Conflict Management Strategies 531
Evaluations and Criticism in the Workplace 533
16.8 Additional Resources 536
16.9 Endnotes 537
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Ethical Systems 586
Global Village 586
18.7 International Business and Law Enforcement 588
Introduction 589
Diverse Laws Across Cultures 590
Law Enforcement and Punishment across Cultures 592
Tips and Bribery 593
Tips to Assist the Foreign Traveler 596
Conclusion 597
18.8 Styles of Management 597
Theory X 598
Theory Y 599
Theory Z 599
18.9 The International Assignment 600
Preparation 601
Acculturation Process 602
Living and Working Abroad 603
18.10 Popular Culture and Intercultural Communication 605
Introduction 605
Popular Culture in Context 606
What Is Popular Culture? 607
Popular Culture, Power, and Influence 608
Popular Culture, Stereotypes, Discrimination, and Indiscrimination 610
Conclusion 613
18.11 Virtual Communication Across Cultures 614
Introduction 615
What is Virtual Communication? 615
Characteristics of Virtual Communication 616
Social Media, Libel, and Slander 619
Conclusion 620
18.12 Additional Resources 621
18.13 Endnotes 621
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Define the Problem 641
Analyze the Problem 642
Establish Criteria 643
Consider Possible Solutions to the Problem 643
Decide on a Solution 644
Implement the Solution 645
Follow Up on the Solution 645
19.5 Business and Professional Meetings 647
Preparation 647
Conducting the Meeting 649
Using Technology to Facilitate Meetings 650
Organizational Communication 652
19.6 Teamwork and Leadership 654
Teamwork 654
Leadership 656
19.7 Family Business 658
Introduction 659
Roles and Responsibilities 659
Compensation and Job Security 662
Succession 663
Conclusion 667
19.8 Additional Resources 667
19.9 Endnotes 668
Index 669
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
About the Author
McLean serves an Associate Professor of Business Communication for the W. A. Franke College
of Business, Northern Arizona University – Yuma, on a combined campus partnership with the
University of Arizona and Arizona Western College. Scott McLean was the 2007-2011 Shadle-Edge-
Combe Endowed Faculty Chair at Arizona Western College.
Scott is the author of the Basics of Speech Communication, the Basics of Interpersonal Com-
munication, and the Basics of Communication Studies with Allyn & Bacon/Pearson Education. He
is also the author of Business English for Success, Writing for Success, Intercultural Communication
and Group Communication with Flat World Knowledge. He has published in peer-review journals,
classic car magazines, and newspapers.
Beyond his classroom experience, Scott regularly serves as a communications advisor to indus-
try, business, and organizations. He has extensive experience and publications in the areas of health
communication, social marketing communication, strategic, organizational and crisis communi-
cation. He has served as an evaluator for the United States National Institutes of Health’s Small
Business and Innovative Research (SBIR) program since 1995. He served as an evaluator of educa-
tional programs for the Ministerio de Hacienda de Chile. He works with companies interested in
Chile and is active in international business communication. His development of the Tenio Nat-
ural Reserve in Southern Chile has brought together people from around the world to preserve and
restore indigenous flora and fauna on a collective effort will serve for generations to come.
Scott studied at Pontificia Universidad Católica de Chile and at Washington State University’s
Edward R. Murrow School of Communication. He and his family divide their time between the
United States and Puerto Montt, Chile.
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
2 Business Communication for Success
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Acknowledgments
I would like to say thank you to Chris Etesse, our CEO, and James Rianhard, our former President,
for taking Flat World Knowledge forward on the cutting edge of high quality, innovative educa-
tional content and increasing access for students. To say Flat World Knowledge’s model just makes
sense is an understatement. I am honored to be a part of it all.
Becky Knauer was an excellent project manager. Writing can be a solitary activity but she
made the journey positive and productive, with space when I needed it, technical assistance when
required, and a positive word of encouragement or two that made all the difference.
Scott Marinaro also deserves a call out—he led the charge to change textbooks as we know
them on the front lines of project development, author recruitment, and acquisition. I appreciate
your support of the Comm discipline and am confident the field will support, participate, collabo-
rate, and create new resources for our students.
Finally, thanks go to Vicki Brentnall, Digital Content Specialist, for everything she did to make
BCS2.0 become a reality.
To my reviewers in the field, I appreciate all the specific feedback that contributed to clear
improvements in the text.
• Brenda Jolivette Jones, San Jacinto College - Central Campus (brenda.jolivette@sjcd.edu)
• Christina McCale, Regis University (cmccale@regis.edu)
• Billie Miller, Ph.D., Cosumnes River College (millerb@crc.losrios.edu)
• Joyce Ezrow, Anne Arundel Community College (jezrow@aacc.edu)
• Sally Lederer, U of M Carlson School of Management (sally@melsa.org)
• Greg Larson, Salt Lake Community College (Greg.Larson@slcc.edu)
• Gayla Jurevich, Fresno City College (gayla.jurevich@fresnocitycollege.edu)
• Laura Newton, Florida State University (lpnewton@fsu.edu)
• Judy Grace, Arizona State University (judy.grace@asu.edu)
• Rita Rud, Purdue University (ritarud@purdue.edu)
• Edna Boroski, Trident Technical College (edna.boroski@tridenttech.edu)
Your words of encouragement and constructive criticism have made this effort worthwhile.
Finally, to Lisa, my life partner, you are amazing. You were a draft recruit on this project and
quickly learned the formatting requirements in short order. You are a valuable part of this team.
Your relentless editing serves as a clear example of Strunk’s axiom: “Omit needless words.” This text
is the better for it. Writing with you, like life, gets better with each year.
Scott McLean
Puerto Montt, Chile
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
4 Business Communication for Success
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Dedications
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
6 Business Communication for Success
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Preface
Business Communication for Success 2.0 (BCS) provides a comprehensive, integrated approach to
the study and application of written and oral business communication to serve both student and
professor. It provides a modern context with real world examples that are immediately relevant to
today's students.
This textbook features chapters with the following elements:
• Learning Objectives
• Introductory Exercises
• Clear expectations, relevant background, and important theories
• Practical, real-world examples
• Key Takeaways or quick internal summaries
• Key terms that are easily identified
• In-chapter assignments
• Post-chapter assessments linked to objectives and skills acquisition
• Visual reinforcement and relevant images
• Integrated, engaging video resources
• Samples and examples
Each chapter is self-contained, allowing for mix-and-match flexibility and custom or course-
specific design. Each chapter focuses on clear objectives and skill demonstrations that can be easily
linked to your syllabus and state or federal requirements. Supported by internal and external
assessments, each chapter features time-saving and learning-enhancement support for instructors
and students.
BCS 2.0 is designed to help students identify important information, reinforce for retention,
and demonstrate mastery with a clear outcome product.
The text has three content categories:
1. Foundations
2. Process and products
3. Contexts
The first three chapters form the core foundation for the study of oral and written business
communication. The next sequence of chapters focus on the process of writing, then oral perfor-
mance with an emphasis on results. The final sequence focuses on contexts from interpersonal to
intercultural, from groups to leadership, from intercultural to international, where business com-
munication occurs,.
In each of the process and product chapter sequences, the chapters follow a natural flow,
from prewriting to revision, from preparation for a presentation to performance. Each sequence
comes together in a concluding chapter that focuses on action—where we apply the skills and tech-
niques of written or oral communication in business, from writing a letter to presenting a sales
speech. These performances not only serve to reinforce real-world applications but also may serve
as course assessments.
All chapters are compartmentalized into sections so you can choose what you want to use and
eliminate the rest, and here the beauty of Flat World Knowledge rings true—you can adapt and
integrate content from other texts or your own work to truly make it fit your course and student
needs.
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
8 Business Communication for Success
New for our 2.0 edition includes additional exercises, images, and videos throughout the text to
reinforce learning, connections to the latest research, and new sections on mobile communication,
family business communication, and intercultural communication.
Please consider adapting this text for your own use! While there are far more sections and
chapters than many courses will need in a 6, 8, 10, 12 or even 16 week class, the diversity and range of
those sections allows you to align the sections with your syllabus, your course calendar, your spe-
cific topic, audience, or need. I welcome adaptations, updates, and new versions of this text!
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
CHAPTER 1
Effective Business
Communication
Communication leads to community, that is, to understanding, intimacy and mutual valuing.
— Rollo May
I know that you believe that you understood what you think I said, but I am not sure you realize
that what you heard is not what I meant.
— Robert J. McCloskey, former State Department spokesman
Introductory Exercises
1. Write five words that express what you want to do and where you want to be a year from
now. Take those five words and write a paragraph that clearly articulates your responses to
both “what” and “where.”
2. Think of five words that express what you want to do and where you want to be five years
from now. Share your five words with your classmates and listen to their responses. What
patterns do you observe in the responses? Write a paragraph that addresses at least one
observation.
3. Define "effective business communication" in your own words.
4. Find a (poor/excellent) example of business communication and discuss how it impacts and
influences brand identity and customer relationships.
5. Find an example of a business, organization, or company's representation of themselves in
a social media network and discuss why you "like" it or not.
6. Selfie Exercise: Take a photo of yourself for your LinkedIn.com page, for example, that por-
trays a professional (or creative, or your choice of focus) image of yourself. Write a few
sentences on the nonverbal cures that communicate your message goal(s).
Communication is an activity, skill, and art that incorporates lessons learned across a wide
spectrum of human knowledge. It’s what we use to represent ourselves, our ideas, our hopes,
dreams, and experiences, and it is often how we are evaluated and judged. You may have heard the
expression, “You never get a second chance to make a first impression,” and it holds true, but let's
consider what comprises a first impression.
When someone checks out your LinkedIn.com profile, what do they see? A photo? Words?
Images and video? In each case what they see isn't you, but a representation of you that speaks for
you in your absence. Your choice of words and phrases impacts and influences that first impres-
sion.
When you go to a job interview what do they see? They may have reviewed your resume—a
written representation of you—and found you met the qualifications and offered something of
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
10 Business Communication for Success
interest, but now they get to meet you. What will you say, and how will you say it? Will your com-
munication make a good first impression?
Effective communication is a learned skill. You learned what to say and when to say it by the
people who surrounded you from early on, from family and friends to the television and the Inter-
net. Words that became popular may have become your words, or not. Communication habits that
others expressed may have become your habits, or not. For example, you didn’t learn to text in a day
and didn’t learn all the codes—from LOL (laugh out loud) to BRB (be right back)—right away. In the
same way, learning to communicate well requires you to read and study how others have expressed
themselves, then adapt what you have learned to your present task—whether it is texting a brief
message to a friend, presenting your qualifications in a job interview, or writing a business report.
You come to this text with skills and an understanding that will provide a valuable foundation as
we explore the communication process.
Effective communication takes preparation, practice, and persistence. There are many ways to
learn communication skills; the school of experience, or “hard knocks,” is one of them. But in the
business environment, a “knock” (or lesson learned) may come at the expense of your credibility
through a blown presentation to a client. The classroom environment, with a compilation of infor-
mation and resources such as a text, can offer you a trial run where you get to try out new ideas
and skills before you have to use them to communicate effectively to make a sale or form a new
partnership. Listening to yourself, or perhaps the comments of others, may help you reflect on new
ways to present, or perceive, thoughts, ideas, and concepts. The net result is your growth; ultimately
your ability to communicate in business will improve, opening more doors than you might antici-
pate.
As you learn the material in this text, each part will contribute to the whole. The degree to
which you attend to each part will ultimately help give you the skills, confidence, and preparation
to use communication in furthering your career.
Learning Objectives
Communication is key to your success—in relationships, in the workplace, as a citizen of your coun-
try, and across your lifetime. Your ability to communicate comes from experience, and experience
can be an effective teacher, but this text and the related business communication course will offer
you a wealth of experiences gathered from professional speakers across their lifetimes. You can
learn from the lessons they’ve learned and be a more effective communicator right out of the gate.
Business communication can be thought of as a problem solving activity in which individuals
may address the following questions:
• What is the situation?
• Who is the target audience?
• What are some possible communication strategies?
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Chapter 1 Effective Business Communication 11
© 2016 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Another random document with
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koski: Tu mihi causa doloris — sinä olet murheeni syy. Mutta nainen
antoi kuvan kiertää kaupungissa kaikkien ystävättäriensä luona, ja
jokaiselle, joka katsoi tuon rakastavan miehen silmiin, toisti kuva
rakkaudentunnustuksensa, joka oli piirretty sormukseen hänen
peukalonsa ja etusormensa väliin.
KUOLEMA.
Kevään tullen hän oli taaskin poissa pitkiä aikoja. Mutta huvilaa
suojelivat luotettavat palvelijat. Giovanna saattoi turvallisena liikkua
sen rajain sisällä. Ulkopuolella olevasta maailmasta hän ei välittänyt.
Beritola kertoi hänelle, että nuori Gentile Cavalcanti oli muuttanut
naapurihuvilaan ja usein ratsasti ohitse haukkajahdille; mutta hän ei
kertonut, että Gentile eräänä päivänä oli saanut vieraakseen Rinaldo
degli Ardinghellin, joka kuihtuneena ja synkkäkatseisena ohjasi
hevosta vasemmalla kädellänsä.
SYDÄN.
Giovanna huokasi, niin että hän sen itse kuuli, ja musta huntu
hänen ympärillään kahisi. Kuului toinenkin huokaus. Valot ikäänkuin
lepattivat, kun hän kuuli sen. Tuliko se vainajan suusta? Kuuliko isä
hänen äänensä kiven alle, ja vastasiko hän hänen huokaukseensa?
"Mitä?"
"Omaa vertanne!"
*****