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Excellence in Business Communication, Cdn., 6e (Thill)
Chapter 7 Crafting Messages for Electronic Media
1) Email use in business ________

A) continues to be an effective communication tool.
B) is no longer relevant and has been replaced by other tools.
C) can no longer reach the right audiences.
D) is too formal for today's casual business climate.
Answer: A
Type: MC Page Ref: 176
2) Twitter is by and large classified as a(n) ________

A) podcasting platform.
B) microblogging system.
C) email platform.
D) tutorial system.
Answer: B
3) When it comes to writing messages in today's business environment, ________

A) printed letters are obsolete.
B) printed letters are still used for external communication.
C) email has completely replaced printed memos for internal communication.
D) electronic messages have no weight in a court of law.
Answer: B
Type: MC Page Ref: 177-178
4) When you want your message to stand out amidst the flood of electronic messages your
audience receives, you should ________
A) consider sending a printed message.
B) flag your email messages as "high priority" or "urgent."
C) send multiple copies of the same email message.
D) consider using instant messaging.
Answer: A
5) Social networks are commonly used ________

A) to send confidential company information.
B) for personal communication only, never for business.
C) to gather market intelligence.
D) to distribute company policies and procedures.
Answer: C
1
Copyright © 2019 Pearson Canada, Inc.
6) UGC is simplified by the use of social network media. UGC stands for ________
A) Use Grammar Correctly.
B) User Generated Content.
C) Unique Graphic Content.
D) User Grown Communities.
Answer: B
7) Email is used for external communication ________

A) regularly—it is now a primary medium for most companies.
B) only for formal documents that need to be kept in file.
C) in response to letters your customers have sent.
D) only in very informal corporate cultures.
Answer: A
8) Which one of the following is not a complaint about email by employees?

A) There is too much of it.
B) Much of it has little value.
C) You can't just email anyone in your company.
D) It is slow.
Answer: C
9) Using email in the workplace ________

A) requires no more formality than using it for personal correspondence.
B) is frowned upon by most executives.
C) requires higher expectations of quality than for personal messages.
D) is a good idea but only in technological fields.
Answer: C
10) When it comes to legal issues, ________

A) email messages mean nothing–only printed documents can be used in court.
B) email and other electronic documents have the same weight as printed ones.
C) your email messages are off limits–using them in court would violate your privacy.
D) none of the above.
Answer: B
11) To minimize the potential problems associated with email many companies have ________
A) abandoned the use of email altogether.
B) adopted formal email policies governing appropriate usage.
C) stopped monitoring the messages employees send and receive.
D) limited the number of messages employees can send each day.
Answer: B
2
12) Email hygiene refers to ________
A) the absence of slang and informal language in email messages.
B) a nationwide movement to do away with information overload.
C) all the efforts companies make to keep email clean and safe.
D) the practice of using etiquette when composing email messages.
Answer: C
13) The subject line of an email message ________

A) is an option rarely used in business.
B) helps recipients decide whether or not to read the message.
C) should do nothing more than describe the general topic of the message.
D) should be mysterious enough to make the audience want to read the message.
Answer: B
14) Which of the following is an example of an effective email subject line?

A) Website redesign falling behind schedule
B) Status Report
C) Employee Parking
D) Please read
Answer: A
15) When exchanging multiple emails with someone on the same topic ________
A) use the same subject line to avoid confusion.
B) write a descriptive kind of subject line.
C) periodically modify the subject line.
D) change the topic whenever the date changes but not before.
Answer: C
16) Before hitting 'send' on your email always ________

A) ensure type is in all capitals for clarity.
B) delete all white space to condense content into one screen.
C) think about, proofread and revise the content.
D) copy the president of the company to respect the chain of command.
Answer: C
17) To make an email more readable do all of the following EXCEPT ________
A) limit the subject line to one word.
B) make your message easy to follow.
C) personalize your message.
D) observe email etiquette.
Answer: A
3
18) Which of the following is an example of an effective subject line for an email requesting
information about an upcoming staff meeting?
A) Information needed
B) Meeting attendance is compulsory
C) Please send staff meeting agenda
D) Do I need to attend?
Answer: C
19) Compared to email, instant messaging ________

A) is slower and more complicated to use.
B) has not caught on in the business community.
C) is much faster, but more costly as well.
D) is able to mimic conversation more closely.
Answer: D
20) Drawbacks of IM include the ________

A) challenge of logging messages for later review and archiving.
B) need for users to learn complicated software.
C) ability to use it only on expensive, highly specialized devices.
D) need to learn how to use complicated hardware.
Answer: A
21) Advantages of using IM rather than email include ________

A) lower cost than phone calls and email.
B) availability on a wide range of devices.
C) its ability to mimic conversation more closely.
D) all of the above.
Answer: D
22) "Spim" refers to ________

A) unwanted email from unknown sources.
B) email that contains computer viruses.
C) the IM version of email spam.
Answer: C
4
23) Many businesses now use ________ to keep project teams up to date, inform employees
about general business matters, and provide customer support.
A) social networking software
B) memos
C) blogs
D) all of the above
Answer: C
24) "Viral marketing" is ________

A) the unethical practice of marketing products through computer viruses.
B) advertising products and services related to the health-care industry.
C) spreading the word about your company and products in much the same way that biological
viruses are spread from person to person.
D) the process of creating computer viruses to promote your company's anti-virus protection
software.
Answer: C
25) When it comes to blogging for business, ________

A) don't worry about proofreading–your audience doesn't expect it.
B) you should apply the three-step writing process as you would for any other business message.
C) don't spend a lot of time trying to define your audience: you're writing for everyone.
D) it is less important to post new material frequently.
Answer: B
26) ________ is a popular Microblogging tool.

A) Digg
B) Twitter
C) Vimeo
D) Flickr
Answer: B
27) Many businesses are now using podcasts to replace or supplement ________
A) letters.
B) video messages.
C) conference calls.
D) email.
Answer: C
5
28) One of the greatest drawbacks of using podcasts in business is the ________
A) costly, specialized equipment needed regardless of the production quality you want.
B) increased difficulty of editing your material.
C) challenge of scanning back and forth to find specific parts of the message.
D) all of the above.
Answer: C
29) Compared to blogs, podcasts are ________

A) much easier to edit.
B) more difficult to edit.
C) equally challenging when it comes to editing.
D) broadcast as is, no editing required.
Answer: B
30) Podcasts are ________

A) great for entertainment, but not useful in business.
B) helpful for training in business, but not much else.
C) too technical to be practical for business use.
Answer: D
31) IM usage rivals email in many companies.

Answer: TRUE
Type: TF Page Ref: 176
32) Twitter is considered a micro-blog.

Answer: TRUE
33) Video podcasts are often called 'vidcasts' or 'vodcasts'.

Answer: TRUE
34) When you need a permanent, unchangeable, or secure record, it is always best to use a secure
digital transmission rather than a printed letter or memo.
Answer: FALSE
35) A colourful and well-formatted digital message is always better than a printed document to
make a formal impression on such occasions as sending congratulations or condolences.
Answer: FALSE
6
36) If you wish your communication to stand out from the flood of electronic messages a printed
document will often be more readily noticed.
Answer: TRUE
37) IM is a great way to have a written business conversation that mimics spoken conversation.
Answer: TRUE
38) Social media for comments and critiques is best used for storytelling.
Answer: FALSE
Type: TF Page Ref: 177-178
39) Orientations indicate where key points of information are located without giving the
audience the key points specifically.
Answer: TRUE
40) Summaries give the key points while skipping the details and are available at the beginning
of an article or webpage.
Answer: TRUE
41) Reference material, while important, is not considered to be one of the nine 'compositional
modes'.
Answer: FALSE
42) Storytelling, while important, is not a compositional mode because it is very informal.
Answer: FALSE
43) Teasers are used for updates and announcements.

Answer: FALSE
44) Status updates and announcements are frequently used in social media.
Answer: TRUE
45) Tutorials are part of the community nature of social media and share how-to advice and
information.
Answer: TRUE
7
46) When writing content for social media remember that while it is effective as a form of
conversation, as a business communication tool it mostly is used for delivering a sales pitch or
strong promotional information.
Answer: FALSE
47) Effective social media has a feeling of conversation rather than a message from the corporate
"machine."
Answer: TRUE
48) Social networks are vital for gathering information about business environments.
Answer: TRUE
49) In order to ensure that you have more control over any conversation, it is best to always start
your own conversation 'threads' online rather than join in on a conversation that is already taking
place.
Answer: FALSE
50) There is no better place than a social media conversation thread to put out a strong 'sales'
message and most persuasive argument for the value of your product or service.
Answer: FALSE
51) Community Q&A sites are more trouble than they're worth because since anyone can answer
questions posted by other visitors the entire site can quickly spiral out of control.
Answer: FALSE
52) In an era of IM, Twitter, and social networks, email may appear to be old fashioned and out
of step with business communication practices.
Answer: TRUE
53) Because of the speed of IM it is often considered to be more urgent than many other forms of
communication.
Answer: TRUE
54) Many businesses are replacing email with instant messaging and other tools that provide
better support for instant communication.
Answer: TRUE
8
55) Your email will be more effective if you send a complaint straight to the top person in your
company because it will cut down on forwarding and copying the message through the chain of
command.
Answer: FALSE
56) It is always most effective to send one email to a person with as many topics as you need to
discuss with them to reduce the clutter in their inbox and to maximize their time once you have
their attention.
Answer: FALSE
57) The biggest complaint about email is that there are just too many messages that are of little
or no value.
Answer: TRUE
58) Printed letters are the still the most common medium for formal internal business
communication.
Answer: FALSE
59) It is safe to assume that the usual standards and expectations of business communication do
not apply to email.
Answer: FALSE
60) In a court of law, email messages can have the same weight as more traditional printed
documents.
Answer: TRUE
61) Leaving the subject line out on important email messages will spark your audience's
curiosity and increase their desire to read your email.
Answer: FALSE
62) An effective email subject line is very short and describes only the general topic of the
message.
Answer: FALSE
63) Email should have lots of white space that makes it look easier to read so short paragraphs
and double spacing between the paragraphs is expected.
Answer: TRUE
9
64) It is prudent to change the subject line of an email message that has been passed around
several times to reflect the change in the message content.
Answer: TRUE
65) If you and someone else are replying back and forth based on the same original email, you
should always use the exact same subject line with each new email response.
Answer: FALSE
66) It is important, in business emails, to adjust the level of formality to match the message and
the audience.
Answer: TRUE
67) To engage your audience's attention in your email, you should make it stand out by using
different font styles, different font colours, and different colours of background.
Answer: FALSE
68) Your email, once sent, exists somewhere forever so it is important to never include anything
in it that could embarrass you in the future.
Answer: TRUE
69) Just like in IM and micro-blogging, it is always appropriate to use abbreviations like IMHO
and LOL in effective business emails no matter who your audience is because it saves space and
makes the email shorter.
Answer: FALSE
70) The "cc" field in email means "courtesy copy."

Answer: TRUE
71) In email "bcc" means "blind courtesy copy" and the great accessibility feature of this is that a
blind recipient who receives this special coded copy will automatically have the email read back
to them on their computers.
Answer: FALSE
72) Spelling, punctuation, and grammar do not matter in email; getting your message out quickly
should be your only concern.
Answer: FALSE
10
73) Set the message priority to "urgent" for all the emails you send—it is the only way to make
sure everyone will read them.
Answer: FALSE
74) Compared to email and phone calls, IM is seen as less costly.

Answer: TRUE
75) "Spim" is the term used to describe the IM version of email spam.
Answer: TRUE
76) Multiple conversations with IM can cause delays because messages could be sent to too
many people.
Answer: TRUE
77) One drawback of current blogging software is that it takes a great deal of time to post new
material.
Answer: FALSE
78) If you do not frequently have new information to post, a traditional website may be more
effective than a blog for your business.
Answer: TRUE
79) Blogs are useful in business for communicating during a company crisis.
Answer: TRUE
80) The subject lines of email messages are not as important as the introduction and can be left
blank for internal email messages.
Answer: FALSE
81) Tagging the contents of your blog makes it easy for audiences to read everything you've
written on a specific subject.
Answer: TRUE
82) One way to make your podcast more effective in business is to create a blog that contains
similar content.
Answer: TRUE
11
83) Unlike other business presentations, podcasts require little planning and are most effective
when delivered impromptu.
Answer: FALSE
84) Blogs, podcasts, bookmarking and tagging sites, photo- and video-sharing sites, wikis, and
other electronic tools altogether should be considered ________.
Answer: social media
Type: SA Page Ref: 176
85) To capture your audience's attention, make sure your ________ is compelling and
informative.
Answer: subject line
86) Email ________ refers to all the efforts companies are making to keep email clean and
safe—from spam blocking and virus protection to content filtering.
Answer: hygiene
87) The ________ of an email is important because it helps readers decide whether to read the
message or delete it.
Answer: subject line
88) In an email message, "cc" refers to ________.

Answer: courtesy copy
89) Benefits of ________ include its rapid response to urgent messages and its lower cost than
phone calls and email.
Answer: instant messaging
90) The IM version of email spam is known as ________.

Answer: spim
91) In most instances, don't use ________ at work for confidential messages, complex messages,
or personal messages.
Answer: instant messaging
92) Blogs have also become a popular medium for ________ support—enabling employees to
answer questions and offer tips and advice.
Answer: customer
12
93) ________ refers to spreading the word about your company and its products in much the
same way that biological viruses are transmitted from person to person.
Answer: Viral marketing
94) ________ is a great way to connect people with similar interests.

Answer: Blogging
95) ________ is a variation on blogging in which messages are restricted to specific character
counts.
Answer: Microblog
96) Microblog messages often involve short ________ or ________ that provide links to more
information.
Answer: summaries; teasers
97) On Twitter users have adopted the ________ to help readers track topics of interest.
Answer: hashtag
98) Twitter is a(n) ________ and is public for anyone to see and search.
Answer: publishing platform
99) You may be familiar with ________ as the online equivalent of recorded radio or video
broadcasts.
Answer: podcasts
100) Describe three situations in which you should use a printed message over electronic
alternatives.
Answer: Printed messages can be used when you want to make a formal impression such as
when sending out congratulations or condolences. Printed documentation is sometimes required
by law as in contracts or for government regulations. Printed messages can help your messages
stand out from the flood of electronic messages. Printed messages are considered permanent,
unchangeable, and secure records.
Type: ES Page Ref: 177-178
13
101) The textbook presents nine different compositional modes for electronic media. Select five
of these modes and describe the mode in detail with examples where appropriate.
Answer: (students select from)
• Conversations.
• Comments and critiques.
• Orientations.
• Summaries.
• Reference material.
• Narratives.
• Teasers.
• Status updates and announcements.
• Tutorials.
102) Describe briefly how "summaries" are used as a compositional mode for electronic media.
Answer: A summary at the beginning of an article or webpage functions as a miniature version
of the document giving readers all the key points while skipping over details. Summaries can be
used to promote the benefits of the webpage content. In some instances, a summary is all a
reader needs. At the end of an article or webpage, summary functions as a review, reminding
readers of the key points they have just read.
Type: ES Page Ref: 178
103) Explain the following statement: "Social media have changed the relationship between the
sender & the receiver so the nature of the message needs to change as well."
Answer: Writing for social media requires a different approach than traditional media. It is a
conversation, not a lecture or a sales pitch. There is a feeling of conversation, or people talking
with one another instead of one person talking at everyone else.
• Write informally, not carelessly; don't get sloppy, proofread.
• Crease concise, specific and informative headlines.
• Get involved and stay involved.
• If you need to promote something do so indirectly.
• Be transparent and honest.
Think before you post. Because of careless messages, individuals and companies have been sued
for Twitter updates and Facebook posting. Vital company secrets may be leaked and business
and personal relationships strained.
104) Explain briefly what conversational marketing is and why it is important to businesses.
Answer: Traditional marketing and selling need to be adapted to the social networking
environment because customers and potential customers don't join a network merely to be
passive recipients of advertising. They want to participate, to connect with fellow enthusiasts, to
share knowledge about product, to communicate with the company and to influence the decisions
that affect products they value. The notion of interactive participation is the driving force behind
conversational marketing in which companies initiate and facilitate conversations in a networked
communities of interested parties.
14
105) Define briefly the four business communication uses of social networks.
Answer:
1. Gathering market intelligence: Companies listen when consumers express themselves via
social media.
2. Recruiting new employees and finding business partners: companies look for experts on social
networks such a LinkedIn.
3. Sharing product information: goal is to develop profitable and sustainable relationship with
customers and attracting new customers through conversational marketing.
4. Fostering brand communities: groups of people united by their interest in and ownership or
use of a particular products.
106) The textbook presents 12 business challenges and social networking actions to meet each
challenge. Select six of these challenges and explain how and why businesses would use social
networking to meet this challenge.
Answer: (students select)
1. Supporting customers
2. Integrating new employees
3. Easing the transition after reorganizations and mergers
4. Overcoming structural barriers in communication channels
5. Assembling teams
6. Fostering the growth of communities
7. Solving problems
8. Preparing for major meetings and events
9. Accelerating the evolution of teams
10. Maintaining business relationships
11. Sharing and distributing information
12. Finding potential customers, business partners, and employees
Type: ES Page Ref: 181; Table 7-1
107) Explain the following strategy for business communication on social networks: "maintain
consistent personality."
Answer: Each social network is a unique environment with particular norms of communication.
LinkedIn has a more formal vibe than Facebook which is chattier. Use words and content that fit
the environment in order to relate to the users. While adapting to the expectations of each
network, be sure to maintain a consistent personality.
108) Briefly explain the concept of user-generated content sites.

Answer: These are sites where users rather than website owners contribute most or all of the
content; they have become serious business tools. Keys to effective user-generated content are
making social media valuable and easy to use. The social aspects of these sites, including the
ability to vote for, comment on, and share material, encourage enthusiasts to spread the word
about companies and products they endorse.
15
109) Explain briefly why email is still an important tool for business communications.
Answer: Email is universal. Anybody with an email address can reach anybody else with an
email address, no matter which system the senders and receivers are on. One does not need to
join a special group or be friended by anyone in order to correspond. Email is still the best
medium for many private, short-to medium-length messages. They are easy to compose and easy
to read. Email allows senders to compose substantial message in private and on their own
schedule, at it allows recipients to read those message at their leisure.
110) Explain, with examples, why subject lines are important in emails.
Answer: Subject line is the most important part of an email message because it helps recipients
decide which messages to read and when to read them. Make your subject lines informative and
compelling. Use keywords, quotations, directions, or questions. Readers might want to know
why some news is good and some bad.
Examples: made up or from the text. "July sales results."
111) Explain why it is important to evaluate the need for sending email messages.
Answer: Business people complain of the amount of email and how unnecessary messages are.
This is sometimes the result of email senders "cc"-ing larger numbers of recipients than needed.
In addition, many companies have formal email policies that specify how email is to be used. In
addition, many employers monitor email. Even though it is easy to email anyone within your
company, it is important to respect the chain of command and follow the organizational
hierarchy.
112) Explain briefly what are the primary benefits and disadvantages of instant messaging in
business contexts.
Answer: The major benefits of IM systems include the capability to respond rapidly to urgent
messages, lower cost than both phone calls and email, the ability to mimic conversation more
closely than email, and availability on a wide range of devices from PCs to phones to PDAs. The
most notable disadvantages are the lack of privacy, the inability to ensure that correspondents are
truly who they say they are, the inability to log messages for later review and archiving, and
incompatibility between competing IM systems.
113) Explain briefly the risks of instant messaging.

Answer: Security problems; possibility that sensitive message might be intercepted by outsiders;
the need for user authentication; the challenge of logging messages for later review and
archiving. Spim — unsolicited commercial messages like spam.
16
114) Explain how to apply the three-step writing process to instant messages.
Answer: Although instant messages are often conceived, written, and sent within a matter of
seconds, the principles of the three-step process still apply.
• In planning instant messages, view every IM exchange as a conversation and take a moment to
plan the overall exchange. If you are requesting something, think of the most effective way to
ask. If someone is asking you for something, think about his or her needs and your ability to
meet these needs before you respond. Try to deliver information in a complete way that
minimizes the number of individual messages required.
• In writing instant messages, as with email, the appropriate writing style of business IM is more
formal than with personal IM or text messaging. You should generally avoid IM acronyms
except when communicating with close colleagues.
• In completing instant messages, be sure to revise and proofread before hitting "enter" or "send."
115) Give five tips for making IM more efficient and effective.
Answer: (any five of)
• Make yourself unavailable at times when you need to focus on other work.
• Don't send confidential information unless you are on a secure system.
• Be careful about sending personal messages.
• Don't use IM for important but impromptu meetings.
• Don't use IM for lengthy, complex messages; email is better.
• Try to avoid carrying on multiple IM conversations at once.
116) The textbook describes 13 different business applications of blogging. Please select six of
these and describe in detail why and how companies would use this application.
Answer: (students select)
1. Anchoring the social media presence.
2. Project management and team communication.
3. Internal company news.
4. Customer support.
5. Public relations and media relations.
6. Recruiting.
7. Policy and issue discussions.
8. Crisis communication.
9. Market research.
10. Brainstorming.
11. Word-of-mouth marketing.
12. Influencing traditional media news coverage.
13. Community building.
17
117) Explain briefly how and why businesses are using blogging for market research.
Answer: Blogs can be used for soliciting feedback from customers and experts in the
marketplace. Every company needs to monitor blogs that are likely to discuss its operations,
executives, and products. Negative product reviews, rumours, and other information can spread
in a matter of hours. On the other hand businesses can use blogs to monitor what is said about
their products as well as introduce new products and specials to interested customers.
118) Describe three instances where podcasts could replace more traditional message formats in
business.
Answer: (Answers may vary.) Training courses can utilize podcasting. Marketing departments
can replace expensive printed brochures with video podcasts that demonstrate new products in
action. Sales representatives who travel can listen to audio podcasts or view video podcasts to get
the latest information about companies and their products. Human resource departments can use
podcasts to offer video tours of their companies to entice new recruits.
119) List eight electronic media available for short messages for business use.
Answer: Social networking, community participation sites, email, instant messaging, text
messaging, blogging, microblogging, podcasting, and online video.
120) Explain briefly how to adapt the three-step writing process to podcasting.
Answer: 1. Plan the podcast by analyzing the situation, gathering the necessary information and
organizing it. Determine the frequency of distribution and the topics to be addressed over time.
2. Prepare the podcast by thinking about the language and images of the content; and guiding
devices such as previews, transitions, and reviews. Prepare a speaking outline, rather than a
script to the podcast sounds conversational.
3. Review the outline carefully because editing podcasts is more difficult than editing video casts
of written text.
18
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Sybella had been brought up from infancy on a rigid and

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might exist beyond the boundary of the said selection. Her
ideas on religious subjects were petrified into a permanent
shape; that shape which had been handed to her ready-
made in childhood; and whatever did not fit into the said
shape, like a pudding into a bowl, was at once rejected. The
vigorous though narrow mind of the older lady had entirely
formulated the niece's belief. What Sybella had received in
early youth she had as a matter of course swallowed whole
unhesitatingly; and she continued to hold the same
unquestioningly.
Of reasons for accepting this or rejecting that, she cared

little and knew less. Discussions terrified her, historical facts
were "dangerous," and from "evidences," she fled in alarm.
She believed what she believed because she believed it;
and because she believed it anybody who did not believe it
was in error.
The niece was again in these matters a contrast to her aunt,

unable to look upon things from Sybella's standpoint. She
had early worked her way to a disdain of mere party
oppositions on religious questions; and her young wide
awake mind, eager with the spirit of the age to dive below
the surface, and to know the why and wherefore of things,
was perpetually fretted by Miss Devereux's illogical fears
and unreasoning positiveness.
Troubles were fast springing up between them. The

Devereux household always went to St. John's Church,
Dutton—not to Dulveriford Church—always had done so,
and as a matter of course, always would. The Devereux
household was traditionally extremely "Low" in its views;
and the successive Dulveriford clergy had long been more
or less "High"; therefore like oil and water, they flowed
apart, failing to mingle. Moreover, Mr. Trevelyan's
predecessor had been personally obnoxious to Mrs.
Willoughby; and Mr. Trevelyan, stepping into his place, had
small chance of pleasing her. To be obnoxious to Mrs.
Willoughby was to be obnoxious to the family. If easy-going
old Sir John spoke a pleasant word now and then to his
Rector, he did it sub rosa, concealing the delinquency from
his sister. Sybella, indoctrinated from infancy with her
aunt's notions, counted no condemnation too strong for the
doings of "that man." Had not "dear aunt" always "strongly
disapproved" of him?
But Evelyn counted St. John's architecturally ugly, and she

found Mr. Kennedy prosy. His mild "comforting" sermons,
which delighted the hearts of the middle-aged ladies and
elderly gentlemen of the congregation, had only a soporific
effect upon Evelyn. Her cultivated musical taste, repelled by
the tuneless shouting of St. John's, was attracted by the
well-trained choir of Dulveriford.
The next step was a warm liking on her part for Mr.
Trevelyan, and a girlish readiness to submit herself to his
teaching. How much of this preference sprang from a spirit
of opposition, it would be hard to say. No doubt it was real
of its kind.
Miss Devereux could not prevent the personal acquaintance.

The two families had lived too long in close neighbourhood
to be strangers; and, so far as his connections went, Mr.
Trevelyan might be counted unexceptionable. Mrs.
Willoughby had, however, always strenuously resisted the
growth of acquaintanceship into friendship; and Sybella set
herself to do the same. Thereby, at once, she enhanced the
value of the friendship to Evelyn.
There were bones of contention enough between them,

without this in addition. Whatever the one thought, the
other did not think, on every conceivable subject, from
questions of Church and State, down to the quilling of a frill.
Sybella's incessant quoting of Mrs. Willoughby provoked

Evelyn. She did not see what it had to do with her
occupations, or why she needed to follow certain rules,
merely because Sybella had followed them at her age.
"I don't intend to pass my days uselessly," she answered.
"But some regular plan—Indeed, I assure you, it is really

necessary for young girls. Dear aunt always said—"
Evelyn's involuntary movement was like that of a high-

mettled horse, akin to a shake of the mane, with a
backward step, as if in retreat.
"Wait a moment. Pray do not be so impatient, Evelyn. It is

necessary that I should sometimes speak; and you ought
not to be annoyed. It is—" plaintively, "only for your good."
"Well?" in a questioning tone.
"There is one thing I must mention. I am sorry, but it is my

positive duty to—otherwise I would—If I am not
misinformed, you went yesterday—I have reason to believe
that you were at the Rectory—that you called there."
"Yes."
"It was not necessary—so soon. Only last week, and again
yesterday! I thought had made this clear to you, but I seem
to have failed. I must speak more plainly. I do not wish to
complain, but, once for all, pray remember that I object to
any intimacy in that direction. I have said this before, and it
seems to have had no effect. You must please to recollect.
An occasional call is all very well, but not oftener than is
necessary."
"Why not?"
"We have never been intimate with the Trevelyans, and I do

not intend to be. I could not allow it. Dear aunt very much
disapproved of certain things—of Mr. Trevelyan's opinions,
and—Pray listen to me, Evelyn. You need not look so
impatient. He holds most erroneous views about—and at
one time dear aunt found him most unpleasant—"
"Erroneous views about what?"
"I see no necessity for explaining more. You are a mere

child still, and cannot enter into these questions. Only you
must understand that I should not think of allowing any
intimacy. It is out of the question—and I expect strict
obedience in the future." Sybella was becoming agitated,
and she twirled her hands nervously. "Dear aunt would have
said the same, and I am sure, if she had ever thought—My
dear, pray listen to me."
"I am listening. I cannot say that I understand. The

Trevelyans seem to me the nicest people about here."
"That is all perversity, Evelyn. You do not really know

anything of them. They are well-connected, but as for
manner—! It is out of the question that anybody should
think Mr. Trevelyan attractive. And as for Mme. Collier—!"
Sybella's tone spoke the very quintessence of contempt.
"She is odd, but I like her. I like her immensely. She is so

genuine. And Jean fascinates me. And Mr. Trevelyan is the
best—the most really truly good man I ever came across. I
could listen to his sermons for hours. Of course I have only
heard him two or three times—I have not been to
Dulveriford Church since you said I must not. But one very
soon knows what does one good. I like even his queer dry
manner. He is different from everybody else, and that is so
refreshing."
"You are saying all this to vex me, of course," quavered

Sybella, reddening. "Just because you know how I feel. Go
to Dulveriford Church! I should think not indeed!—From
Ripley Brow at all events! And I expect the same obedience
as to the acquaintance. Just politeness and no more. When,
all these years, we have kept so carefully aloof—"
"I don't think one ought to keep aloof from one's Rector. I
don't think it is right."
"Really, Evelyn—! But it all comes from your training. I

always have felt it a thousand pities that you went to that
school. If your dear Papa would have taken our advice—"
"My father was the best judge."
Evelyn made another backward step, which landed her on

the lawn—a happy occurrence. It diverted Miss Devereux's
attention from the Trevelyans to her pet hobby—health.
"Child! The grass! And your thin shoes!"
Evelyn turned and fled. She could not trust herself to

remain longer; but it was a pity that she ran straight across
the lawn. The deed looked like defiance.
CHAPTER IV.
SEVERELY SMITTEN.
"She should never have looked at me,

If she meant I should not love her."
R. BROWNING.
SYBELLA'S forehead wrinkled as Evelyn fled, and she sighed

pensively.
"I shall have to appeal to General Villiers," she murmured.

"He has more influence over the girl than I have. So very
wilful and obstinate! It is most melancholy. But she will
listen to General Villiers, because he was her father's friend;
and he will not approve of such conduct. I must certainly
speak to him. He is almost sure to look in by-and-by."
This was true. General Villiers had taken to "looking in" on

most days: and undoubtedly he had a strong influence over
Evelyn. Sybella thought him most kind and fatherly to the
child: only perhaps a little too ready to show how very
pretty he thought her.
Sometimes it struck Sybella that he came to the house

rather often, all things considered. There were a good many
arrangements to be made, and he had constituted himself
general adviser and helper: but still—! Now and again this
thought would recur, bringing a blush with it. Could he
mean anything particular? General Villiers was only about
fifty-five in age, and except for his grey hairs, he did not
look so much. He was handsome and gentlemanly; a person
of good standing and of considerable wealth. His
antecedents were irreproachable. Sybella herself was barely
forty. Fifteen years of difference on the right side! What
could be more suitable?
Some such ideas floated vaguely through her mind, as she

came indoors and sat down. She was not in the least in love
with General Villiers; but she was quite ready to fancy
herself so, if desirable; and she felt that matters began to
look suspicious. That poor dear man might well feel lonely
at Dutton Park, with no companion. Sybella woke up at the
sound of an "Auntie darling!" to find Cyril by her side.
"Auntie darling, may I go out?" He systematically addressed

her thus—to the delight of Sybella, but not at all to the
delight of Evelyn. The iteration was apt to grow tiresome.
"Yes, my pet. But you must put on your overshoes, and

your coat and necktie. The wind is east."
"Yes, auntie darling."
"And don't go on the grass, or sit down anywhere."
"No, auntie darling."
"You are pale, my sweet. Not a headache, I hope?"
Cyril had to consider. "Just a little wee one, auntie darling."
"Then you must not play in the sun. Walk in the shade; and
mind you don't run fast so as to get too hot."
"No, auntie darling."

"If you see Evelyn, don't let her excite you. And if the
headache doesn't go soon, you must come in and lie down.
Something must have disagreed with you yesterday.
Perhaps it was the baked apple. I think you had better have
only broth to-day for dinner—and just a little dry toast."
"Yes, auntie darling."
Cyril obeyed the various directions given, so long as he

remembered them. He crept about in the shade, like a
venerable invalid, till near the river. By that time the fresh
air, acting upon so much of a boyish nature as had been
allowed to develop in him, overcame the cultivated languor,
and he began to run. A bright idea sprang up, and Sybella's
cautions vanished.
He had never yet made a second trial of the stepping-

stones. He would do it now. Jean had urged him to conquer.
He would not be a coward.
There was natural force of will in the boy, though his fond
parents had done their best in the past to weaken it;
though his doting aunt was now doing her best to carry on
the process.
"You don't like so-and-so! Then don't do it, darling!"—had

been the manner of his training hitherto. Such treatment is
an absolute cruelty to a child, unfitting him for the
exigencies of future life. To teach a child to master his own
will, to control his own inclinations, is a grand beginning for
life. To wrap the will in cotton-wool, and slay its vitality
through disuse, means often a terrible after-slavery to the
inclinations. "If I like!" becomes the rule of action in place
of "If I ought!"
Cyril had enough of latent vigour to prevent his succumbing

utterly to even Sybella's training. As yet, however, he was
very young for his age; small, timid, almost babyish; and
his affectionateness made him the more malleable. The
chief bracing influence in his little life was Jean Trevelyan.
Oswald frightened him; and he shrank from Evelyn's high
spirit; but he was ready to do or bear anything for Jean.
So he made the effort bravely, though his heart fluttered,

and dire sickness crept over him, as the waters ran past. He
knew no more than did Jean of the physical weakness which
caused these sensations. It was "cowardice" in his eyes as
in Jean's; and it had to be conquered, because she said so.
From stone to stone, he struggled on—whitening, shivering,

hardly able to hold himself upright, till the middle of the
stream was reached. Then he could do no more. Water and
banks swept round with dizzy whirl, and as he crouched
down in a forlorn little heap, he seemed to be sinking
through unfathomable depths. He would not cry this time,
for Jean despised boyish tears, but further advance was not
possible.
"Hallo! What's wrong?"
It was a man's voice, full and musical; a voice unknown to

Cyril. A few strides brought the owner of the voice near, and
Cyril was lifted in a pair of strong arms, to be carried the
rest of the way.
"What's the matter, you poor little chap?"
Cyril burst into tears. "Oh, I did want to get over," he

sobbed, "and I couldn't; and Jean—Jean—"
"What about Jean?"
"Jean says—says—it's so cowardly—and she won't—won't

love me!"
"What's cowardly?"
"I can't get across the stones."
"Turns you giddy, eh?"
"Yes," sobbed Cyril, from the depths of his heart.
"Never mind. I wouldn't cry. When I was a little fellow like

you, I was just the same—every inch as bad; and you see I
don't mine the stones now."
Cyril was wonderfully comforted. Tears lessened, and he

could manage to look up into the other's face—a young
face, frank and kindly; with a mouth of exquisite curves,
sweet, strong, and smiling; with a broad forehead above
the grey eyes, which were full, half of mockery, half of
tenderness, a touch of sadness running through both.
"Please put me down," entreated Cyril, direfully afraid of

seeming girlish.
The young man obeyed very gently, as if he were handling a

piece of porcelain. There was something porcelain-like in
the child's look. Cyril tottered, and caught at his new friend.
"Dizzy still, poor little man? Sit on this bank."
"I mustn't. Auntie says the grass is damp to-day. And I

promised."
"Whew! Quite right to do as you are told. Well; you won't

find me damp. I'll be your cushion."
He threw himself down, lifted Cyril on his knee, and

encircled the child with kind arms. Cyril rested his curly
head on the broad shoulder, with evident relief.
"That's better, eh? Now tell me your name. Cyril! What—
little Devereux? I know all about you. And is Jean a friend of
yours?"
"Jean? O yes! I do love her so."
Pretty, but hardly boy-like, the young man thought.
"She's a jolly little girl, isn't she?"
"Do you know Jean?"—with great eagerness.
"Rather! I should think so! Hasn't she ever talked to you

about Cousin Jem? If not, I'll pay her out."
The mocking grey eyes sparkled, then grew soft as they

glanced down on Cyril's tiny white hand. Jem's oppositions
of mood were almost as marked as those of Jean.
"O yes; I know. Jean told me. She said Cousin Jem was a
sort of a cousin. And she likes him—you, I mean—ever so
much. Next after Oswald, you know. And I think I shall like
you next after Jean. And Evie said you were coming to stay
with General Villiers. But—" with an elderly air—"I didn't
know it was you, of course, at first: because Evie called you
a boy."
Cyril was regarding, in his turn, the muscular brown hand

beside his own, a hand of aristocratic outlines and powerful
grasp, matching well the lithe muscular figure.
"Evie calls everybody boys."
"Does she? Who is Evie?"
"Oh, she's my sister. She's so pretty. I love Evie; only not

like Jean." A pause, as if for reflection. "I mean to marry
Jean, some day."
"Ah!" said Jem. "Have you told her so?"
"O no!" Cyril's voice had a sound of indignant surprise. "I

haven't told anybody."
"Except me!" Jem Trevelyan was used to this. He had the

indescribable power over all who came in contact with him,
which causes unlimited confiding. Young as he was, other
people were perpetually telling him things which they "had
told nobody else." He never knew why: neither did they:
but in a tête-à-tête with Jem, secrets were sure to ooze
out; and Jem never abused anybody's trust.
"You won't tell Jean!"
"Not a word. You needn't be afraid. I wouldn't advise you to

tell Jean either. Many a lady is lost through the gentleman
speaking too soon." Jem stated this as seriously as if he had
been addressing a full-grown man; and indeed the little
fellow's intense seriousness hardly admitted of a joke. "Wait
a while."
"How long?"
"Oh, wait—let me see—how old are you?"
"I'm just ten."
"Well, you must wait ten or twelve years at the very least.
Perhaps more. Never do to speak sooner."
"Jacob waited fourteen years."
"So he did." Jem mentally contrasted the patriarch with this

dainty infant, and had difficulty in keeping his lips straight.
"If you have to wait fourteen years, it's nothing. Just bring
you to twenty-four."
"And then I'll marry Jean."
"Supposing Jean consents. There's that little point to be

considered. I'll tell you one thing—Jean will never marry a
man to whom she can't look up. Do you understand? You
must grow into a real man before you speak—strong and
brave and good—a man she can respect and lean upon, not
a twopence-halfpenny creature in a coat."
The words sank deep; deeper than Jem knew.
"Yes, I will!" said Cyril.
"And don't mind waiting. Don't be easily disheartened, or

get into a tiff and throw it up, because she isn't to be had at
the first go. If she's worth winning, she's worth waiting for."
Cyril heaved a sigh. Sybella was always giving vent to

audible expirations of air, and the trick is infectious.
"I think Jean is just exactly like Rachel," he said. "Rachel

was so beautiful, you know."
Jem's expression became comical. Had he uttered his

thought, he would have said, "She's a queer little
scarecrow, but she'll improve." Happily he was spared the
need for a reply.
"Hallo! There she is! Wait and see if she knows me. We've
not met for two years."
Jean advanced slowly, recognising Cyril, and perplexed at

his position. Cyril would have struggled up, but for Jem's
grasp. When Jean came near, a flash of light appeared in
her eyes.
"Cousin Jem!" she cried.
Jem pulled her down on the grass beside him, and kissed
her cheek.
"How d'you do, little one? Can't get up, for I'm acting
bolster. Here's somebody in mortal dread of a scolding from
you. Tried to get over the stones, and turned giddy."
"Cyril is always frightened," Jean said, with disdain.
"It's not fear. He can't help the dizziness."
Jean looked up in surprise. "Can't he?"
"No. The feeling isn't cowardice. If he caved in, and made

up his mind to be beaten, that would be cowardice. But he
won't."
"I won't, really and truly, Jean," pleaded Cyril. "I did try so
hard."
Jem's hand went with a tender motion over the curly hair.
Jean saw and understood, the soft side of her nature
springing in response.
"You won't mind some day, Cyril."
"Not he," said Jem. "He'll be as plucky as anything! See if

he isn't! You must give him time. Everything isn't easy to
everybody, you know. It really is braver of Cyril to get half
over, feeling as he does, than for you to run backwards and
forwards fifty times. Yes, of course, much braver!"—
emphatically. "Because one is hard, and the other isn't.
Mind, Cyril, don't try it alone for a time or two. Take Jean's
hand, and try a few stones. Do a little more every day. By-
and-by you won't care a rap."
"No, I won't," assented Cyril.
"It's a nasty feeling. I used to be just as bad—got into an

awful funk if I had to walk along a board. Had a hard fight
too, before I could master it. But it had to be mastered. If
I'd given in, and been a slave to that, I should have been a
slave to a hundred other fancies as well; and think what a
useless fellow I must have grown. Always a bother to
myself, and a hindrance to everybody else."
"I won't!" declared the little baronet, with concentrated

earnestness.
"That's right. You'll conquer, never fear! Now you're better,

eh? Able to stand again? Why!—Who—?"
Jem, otherwise James Trevelyan, sprang to his feet,

snatching off his cap.
He had seen pretty girls in his lifetime—any number of

them; and his pulse was not wont to beat fast at the sight.
They did beat now, furiously. For not many "pretty girls," so
called, could match the one coming at this moment across
the stones.
She was tall for her age, slight and willow-like in figure.
Brown hair clustered thickly about the brow; and dark
curled lashes fringed the violet eyes. Other features, if not
classically beautiful, were delicate, unobtrusive, and set off
by a rare complexion of ivory and pale rose. One ungloved
hand held a garden hat, the other guarded a crape-trimmed
skirt.
In leisurely style she drew near; not troubling herself to put
on the hat; not in the least embarrassed by Jem's
bewildered gaze. Evelyn saw it, of course; but admiration
was an everyday thing in her life. It came and was
accepted, much in the same fashion that sunshine comes
and is accepted.
Had admiration failed, Evelyn would have felt the loss.

Having it in superabundance, she received it carelessly.
While aware of her own exceptional charms, and
appreciating the privileges of beauty, she was far less vain,
far less occupied with her own looks, than many a girl not
one tithe so fair. Evelyn was much more disposed to vanity
in respect of her mental gifts than of her pretty face.
"That's Evie," announced Cyril.
"Who?"
"It's Cyril's sister—Evelyn," said Jean, wondering what had

come over "Cousin Jem."
Jem stood motionless, cap off, till Evelyn quitted the last
stone. Then he went forward, and offered his help for the
ascent of the bank.
"Thanks!" Evelyn said, smiling, and just touching the brown

hand. She needed no help, but she was too gracious a being
to refuse. "Thanks!" she repeated, reaching the level path,
with a kind look at Jem which finished him off completely,
though it was no more than she would have given to
gardener or butler for a service rendered. "Is anything
wrong with Cyril?"
"He turned giddy, crossing the river," said Jem.

"But I'm going to try again, and I mean to do it," exclaimed
Cyril. "He says he was just as bad, Evie, and he got over it.
And I mean to be brave. Jean says I must."
"Jean says!" repeated Evelyn. It recalled Miss Devereux's

perpetual citing of "dear aunt."
"He's a boy," explained Jean.
"And I'll be a man some day," cried the little baronet. "You'll
see, Evie. I'll take care of Jean when I'm a man."
"Jean is more likely to take care of you at present."
"That state of things is often reversed later," observed Jem,

feeling for once unaccountably shy, and striving after self-
possession. He was not given to shyness commonly. "Cyril
and I had to perform self-introductions. Jean was our
connecting link."
"Then perhaps you are General Villiers' friend?"
"And he isn't a boy," cried Cyril, drowning Jem's assent.
Evelyn did not blush. She said, "No?" and looked straight at
Jem with a soft laugh, which put him at his ease, but
tightened the strings of fascination.
"I reached Dutton Park last night. General Villiers, is an old

friend of some of my family. A delightful man."
The girl's eyes drooped. "He is—I don't know anyone like
him!"
"A sort of modern preux-chevalier style."
"And always so gentle."

Jem wondered whether any human being could be
otherwise than gentle to Evelyn. He knew little of Miss
Devereux.
Evelyn made a move as if to go. "Come, Cyril—" she said;

"we will walk round by the bridge. I suppose you have had
enough of the stepping-stones for one day."
"There's a prettier path to the Brow up the glen—crossing

the rustic bridge," observed Jem. "But of course you know."
"Oh, I know it all. I have spent so many of my holidays here

—only not very lately. That is my favourite ramble. But it is
supposed to be too lonely for me, with only Cyril; and
somehow nobody is ever free to escort us."
"Why, I go alone anywhere," said Jean.
Jem's glance went from the one to the other. "That is

different," he remarked; and then he turned again to
Evelyn, audacious though embarrassed. "If you would not
mind—Jean and I would gladly act escort. The glen is
perfect just now. You really ought to see it. I have been the
whole round this morning."
"Thanks!" in a considering tone.
"Jean and I are cousins," apologetically. "So I thought—"
"A sort of cousins," corrected Jean, trained in habits of rigid

accuracy.
"My father was first cousin to Jean's father, so Jean and I

are 'seconds.' It is a convenient tie where people suit; and
Jean and I do suit; so perhaps—"
"Perhaps, on the strength of it, we may count ourselves
acquainted."
"There is General Villiers as well to vouch for my

respectability."
"Ah!"—with a smile.
"Then you really will make use of us! I'll walk behind, if you
would rather."
Evelyn laughed. She found the proposal tempting, and could

see no harm. "I don't think a rearguard will be needful," she
said. "Thanks—if it really is not giving you trouble—"
"Trouble!!" protested Jem.
CHAPTER V.
QUITE TOO UTTERLY.
"A dim Ideal of tender grace

In my soul reigned supreme;
Too noble and too sweet, I thought,
To live, save in a dream—
Within thy heart to-day it lies, and looks on me
from thy dear eyes."
A. A. PROCTER.

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Business and Professional Communication KEYS for

1) Email use in business ________

2) Twitter is by and large classified as a(n) ________

3) When it comes to writing messages in today's business environment, ________

5) Social networks are commonly used ________

7) Email is used for external communication ________

8) Which one of the following is not a complaint about email by employees?

9) Using email in the workplace ________

10) When it comes to legal issues, ________

13) The subject line of an email message ________

14) Which of the following is an example of an effective email subject line?

16) Before hitting 'send' on your email always ________

19) Compared to email, instant messaging ________

20) Drawbacks of IM include the ________

21) Advantages of using IM rather than email include ________

22) "Spim" refers to ________

24) "Viral marketing" is ________

25) When it comes to blogging for business, ________

26) ________ is a popular Microblogging tool.

29) Compared to blogs, podcasts are ________

30) Podcasts are ________

31) IM usage rivals email in many companies.

32) Twitter is considered a micro-blog.

33) Video podcasts are often called 'vidcasts' or 'vodcasts'.

43) Teasers are used for updates and announcements.

70) The "cc" field in email means "courtesy copy."

74) Compared to email and phone calls, IM is seen as less costly.

88) In an email message, "cc" refers to ________.

90) The IM version of email spam is known as ________.

94) ________ is a great way to connect people with similar interests.

108) Briefly explain the concept of user-generated content sites.

113) Explain briefly the risks of instant messaging.

A stronger contrast could hardly have been found than

Sybella might have belonged to two generations earlier.

Side by side with all this, however, Miss Devereux had

It was almost impossible that these two minds, brought

Sybella had been brought up from infancy on a rigid and

Of reasons for accepting this or rejecting that, she cared

The niece was again in these matters a contrast to her aunt,

Troubles were fast springing up between them. The

But Evelyn counted St. John's architecturally ugly, and she

Miss Devereux could not prevent the personal acquaintance.

There were bones of contention enough between them,

Sybella's incessant quoting of Mrs. Willoughby provoked

"I don't intend to pass my days uselessly," she answered.

"But some regular plan—Indeed, I assure you, it is really

Evelyn's involuntary movement was like that of a high-

"Wait a moment. Pray do not be so impatient, Evelyn. It is

"Well?" in a questioning tone.

"There is one thing I must mention. I am sorry, but it is my