영문목차

Preface=vii

How to Use This Book=1

PART ONE The Building Blocks of Effective Messages

1. Succeeding in Business Communication=2

Newsworthy Communication=3

Benefits of Good Communication Skills=5

"I'll Never Have to Write Because..."=6

Communicating on the Job=7

The Cost of Communication=8

Costs of Poor Communication=8

Wasted Time=9

Wasted Efforts=10

Lost Goodwill=10

Legal Problems=11

Basic Criteria for Effective Messages=12

Using Technology for Communication=13

Following Conventions=13

Understanding and Analyzing Business Communication Situations=13

How to Solve Business Communication Problems=14

Gather Knowledge and Brainstorm Solutions.=14

Answer the Five Questions for Analysis.=15

Organize Your Information to Fit Your Audiences, Your Purposes, and the Situation.=16

Make Your Document Visually Inviting.=16

Revise Your Draft to Create a Friendly, Businesslike, Positive Style.=17

Edit Your Draft for Standard English ; Double-Check Names and Numbers.=17

Use the Response You Get to Plan Future Messages.=17

Summary by Learning Objectives=18

Exercises and Cases=19

Notes=23

2. Adapting Your Message to Your Audience=26

Newsworthy Communication=27

Identifying Your Audiences=28

Analyzing Your Audience=29

Analyzing Individuals=29

Analyzing Members of Groups=30

Analyzing the Organizational Culture and the Discourse Community=32

Choosing Channels to Reach Your Audience=34

Using Audience Analysis to Adapt Your Message=37

1. How Will the Audience Initially React to the Message?=37

2. How Much Information Does the Audience Need?=38

3. What Obstacles Must You Overcome?=39

4. What Positive Aspects Can You Emphasize?=39

5. What Are the Audience's Expectations about the Appropriate Language, Content, and Organization of Messages?=40

6. How Will the Audience Use the Document?=41

Audience Analysis Works=41

Characteristics of Good Audience Benefits=42

1. Adapt Benefits to the Audience.=42

2. Stress Intrinsic as well as Extrinsic Motivators.=42

3. Prove Benefits with Clear Logic and Explain Them in Adequate Detail.=43

4. Phrase Benefits in You-Attitude.=44

Identifying and Developing Audience Benefits=44

1. Identify the Needs, Wants, and Feelings that May Motivate Your Audience.=44

2. Identify the Objective Features of Your Product or Policy that Could Meet the Needs You've Identified.=45

3. Show How the Audience Can Meet Their Needs with the Features of the Policy or Product.=45

Audience Benefits Work=45

Writing or Speaking to Multiple Audiences with Different Needs=46

Summary by Learning Objectives=47

Exercises and Cases=48

Notes=55

3. Building Goodwill=56

Newsworthy Communication=57

You-Attitude=59

How to Create You-Attitude=59

You-Attitude beyond the Sentence Level=61

Positive Emphasis=62

How to Create Positive Emphasis=64

How to Check Positive Emphasis=67

Positive Psychology=67

Tone, Power, and Politeness=68

Use Courtesy Titles for People You Don't Know Well=69

Be Aware of the Power Implications of the Words You Use=69

Trust=69

Using Technology to Build Goodwill=70

Reducing Bias in Business Communication=70

Making Language Nonsexist=71

Making Language Nonracist and Nonageist=74

Talking about People with Disabilities and Diseases=75

Choosing Bias-Free Photos and Illustrations=76

Summary by Learning Objectives=76

Exercises and Cases=77

Notes=84

4. Navigating the Business Communication Environment=86

Newsworthy Communication=87

Ethics=88

Corporate Culture=92

Interpersonal Communication=93

Listening=93

Conversational Style=95

Nonverbal Communication=97

Etiquette=99

Networking=99

Time Management=100

Techniques=100

Multitasking=102

Trends in Business Communication=102

Data Security=102

Electronic Privacy=103

Customer Service=105

Work/Family Balance=105

Environmental Concern=106

Globalization and Outsourcing=106

Diversity=107

Teamwork=107

Job Flexibility=108

Innovation and Entrepreneurship=108

Big Data=109

Rapid Rate of Change=110

Summary by Learning Objectives=110

Exercises and Cases=111

Notes=115

PART TWO The Communication Process

5. Planning, Composing, and Revising=118

Newsworthy Communication=119

The Ways Good Writers Write=120

Activities in the Composing Process=120

Using Your Time Effectively=122

Brainstorming, Planning, and Organizing Business Documents=123

Writing Good Business and Administrative Documents=123

Business Styles=124

The Plain Language Movement=125

Individualized Styles=126

Half-Truths about Business Writing=127

Half-Truth 1. "Write as You Talk."=127

Half-Truth 2. "Never Use I."=127

Half-Truth 3. "Never Use You."=127

Half-Truth 4. "Never Begin a Sentence with And or But."=127

Half-Truth 5. "Never End a Sentence with a Preposition."=128

Half-Truth 6. "Never Have a Sentence with More than 20 Words, or a Paragraph with More than 8 Lines."=128

Half-Truth 7. "Big Words Impress People."=128

Half-Truth 8. "Business Writing Does Not Document Sources."=128

Ten Ways to Make Your Writing Easier to Read=128

As You Choose Words=129

As You Write and Revise Sentences=132

As You Write and Revise Paragraphs=140

Organizational Preferences for Style=141

Revising, Editing, and Proofreading=141

What to Look for When You Revise=142

What to Look for When You Edit=144

How to Catch Typos=145

Getting and Using Feedback=146

Using Boilerplate=147

Readability Formulas=147

Summary by Learning Objectives=149

Exercises and Cases=150

Notes=156

6. Designing Documents=158

Newsworthy Communication=159

The Importance of Effective Design as Part of the Writing Process=160

Design and Conventions=161

Levels of Design=162

Guidelines for Document Design=163

1. Use White Space=163

2. Use Headings=166

3. Limit the Use of Words Set in All Capital Letters=166

4. Use No More than Two Fonts in a Single Document=166

5. Decide Whether to Justify Margins=167

6. Put Important Elements in the Top Left and Lower Right Quadrants=168

7. Use a Grid to Unify Graphic Elements=168

8. Use Highlighting, Decorative Devices, and Color in Moderation=168

Using Software Programs for Creating Document Designs=169

Designing Brochures=169

Analyzing Your Rhetorical Situation=169

Drafting the Text=170

Selecting Appropriate Visuals=170

Creating the Design=170

Printing the Brochure=171

Designing Infographics=171

Analyzing Your Rhetorical Situation=171

Researching Your Topic=172

Finding Visuals=172

Drafting the Text=173

Putting It All Together=173

Designing Web Pages=174

Attracting and Maintaining Attention=174

Creating a Usable Home Page=174

Providing Easy Navigation=175

Following Conventions=175

Increasing Accessibility=176

Testing the Design for Usability=176

Summary by Learning Objectives=177

Exercises and Cases=178

Notes=184

7. Communicating across Cultures=186

Newsworthy Communication=187

Global Business=189

Local Culture Adaptations=189

Outsourcing=190

International Career Experience=190

Diversity in North America=191

Ways to Look at Culture=192

Values, Beliefs, and Practices=194

Nonverbal Communication=194

Body Language=196

Touch=197

Space=197

Time=197

Other Nonverbal Symbols=198

Oral Communication=199

Understatement and Exaggeration=200

Compliments=200

Approaches to Negatives=200

Writing to International Audiences=200

Learning More about International Business Communication=202

Summary by Learning Objectives=203

Exercises and Cases=203

Notes=209

8. Working and Writing in Teams=212

Newsworthy Communication=213

Team Interactions=214

Roles in Teams=215

Leadership in Teams=216

Decision-Making Strategies=217

Feedback Strategies=219

Characteristics of Successful Student Teams=219

Peer Pressure and Groupthink=220

Working on Diverse Teams=221

Conflict Resolution=222

Steps in Conflict Resolution=223

Criticism Responses=225

You-Attitude in Conflict Resolution=226

Effective Meetings=227

Technology in Teams=228

Technologies for Meetings=228

Technologies for Scheduling and Assignments=229

Technologies for Collaboration=229

Collaborative Writing=229

Planning the Work and the Document=230

Composing the Drafts=231

Revising the Document=231

Editing and Proofreading the Document=231

Making the Team Process Work=232

Summary by Learning Objectives=233

Exercises and Cases=234

Notes=240

PART THREE Basic Business Messages

9. Sharing Informative and Positive Messages with Appropriate Technology=242

Newsworthy Communication=243

Purposes of Informative and Positive Messages=244

Communication Hardware=245

Smartphones=245

Portable Media Players=246

Tablets=246

Videoconferences=246

Information Overload=246

Using Common Media=248

Face-to-Face Contacts=248

Phone Calls=248

Instant Messaging and Text Messaging=249

Wikis=250

Social Media=250

E-mails, Letters, and Memos=254

Organizing Informative and Positive Messages=257

Subject Lines for Informative and Positive Messages=258

Making Subject Lines Specific=258

Making Subject Lines Concise=260

Making Subject Lines Appropriate for the Pattern of Organization=261

Pointers for E-mail Subject Lines=261

Managing the Information in Your Messages=262

Using Benefits in Informative and Positive Messages=263

Ending Informative and Positive Messages=264

Story in Informative Messages=265

Humor in Informative Messages=265

Varieties of Informative and Positive Messages=266

Transmittals=266

Summaries=266

Thank-You and Positive Feedback Notes=268

Positive Responses to Complaints=268

Solving a Sample Problem=269

Problem=270

Analysis of the Problem=270

Discussion of the Sample Solutions=271

Summary by Learning Objectives=274

Exercises and Cases=274

Notes=284

10. Delivering Negative Messages=286

Newsworthy Communication=287

Purposes of Negative Messages=288

Organizing Negative Messages=289

Giving Bad News to Clients and Customers=289

Giving Bad News to Superiors=290

Giving Bad News to Peers and Subordinates=291

The Parts of a Negative Message=294

Subject Lines=294

Buffers=294

Reasons=295

Refusals=296

Alternatives=297

Endings=297

Apologies=298

Tone in Negative Messages=299

Alternative Strategies for Negative Situations=300

Recasting the Situation as a Positive Message=301

Recasting the Situation as a Persuasive Message=302

Varieties of Negative Messages=302

Claims and Complaints=302

Rejections and Refusals=303

Disciplinary Notices and Negative Performance Reviews=304

Layoffs and Firings=304

Using Technology for Negative Messages=305

Solving a Sample Problem=306

Problem=306

Analysis of the Problem=307

Discussion of the Sample Solutions=307

Summary by Learning Objectives=310

Exercises and Cases=311

Notes=320

11. Crafting Persuasive Messages=322

Newsworthy Communication=323

Purposes of Persuasive Messages=324

Analyzing Persuasive Situations=325

1. What Do You Want People to Do?=326

2. What Objections, If Any, Will the Audience Have?=326

3. How Strong Is Your Case?=326

4. What Kind of Persuasion Is Best for the Situation?=328

5. What Kind of Persuasion Is Best for the Organization and the Culture?=329

Choosing a Persuasive Strategy=331

Why Threats and Punishment Are Less Effective Than Persuasion=331

Making Persuasive Direct Requests=332

Writing Persuasive Problem-Solving Messages=333

Subject Lines for Problem-Solving Messages=334

Developing a Common Ground=334

Explaining the Solution=336

Dealing with Objections=336

Offering a Reason for the Audience to Act Promptly=338

Building Emotional Appeal=339

Tone in Persuasive Messages=340

Varieties of Persuasive Messages=340

Performance Reviews=340

Letters of Recommendation=343

Sales and Fund-Raising Messages=345

Organizing a Sales or Fund-Raising Message=345

Strategy in Sales Messages and Fund-Raising Appeals=350

Writing Style=353

Technology and Persuasion=356

Solving a Sample Problem=357

Problem=357

Analysis of the Problem=357

Discussion of the Sample Solutions=358

Summary by Learning Objectives=361

Exercises and Cases=363

Notes=371

PART FOUR The Job Hunt

12. Building Résumés=374

Newsworthy Communication=375

A Time Line for Job Hunting=376

Evaluating Your Strengths and Interests=377

Conducting a Job Search=378

Using the Internet Effectively in Your Job Search=378

Building Relationships through Networking=380

Building Relationships through Internships=380

Establishing a Reputation Online=381

A Caution about Blogs, Social Networking Sites, and Internet Tracking=382

Innovative Uses of the Internet in Job Searches=383

Be Prepared with an Excellent Traditional Résumé and Cover Letter=384

How Employers Use Résumés=384

Guidelines for Résumés=385

Length=385

Emphasis=386

Details=386

Writing Style=387

Key Words=387

Layout and Design=388

Kinds of Résumés=389

What to Include in a Résumé=391

Name and Contact Information=391

Career Objective=392

Summary of Qualifications=393

Education=393

Honors and Awards=396

Experience=397

Other Skills=401

Activities=401

Portfolio=402

References=402

What Not to Include in a Résumé=403

Dealing with Difficulties=403

"I Don't Have Any Experience."=403

"All My Experience Is in My Family's Business."=404

"I Want to Change Fields."=404

"I've Been Out of the Job Market for a While."=404

"I Was Laid Off."=405

"I Was Fired."=405

Electronic Résumés=406

Sending Your Résumé Electronically=406

Posting Your Résumé on the Web=407

Honesty=408

Summary by Learning Objectives=410

Exercises and Cases=411

Notes=419

13. Writing Job Application Letters=420

Newsworthy Communication=421

How Content Differs in Job Letters and Résumés=422

How to Find Out about Employers and Jobs=423

Tapping into the Hidden Job Market=424

Information Interviews=424

Referral Interviews=424

Content and Organization for Job Application Letters=426

How to Organize Solicited Letters=427

How to Organize Prospecting Letters=429

First Paragraphs of Solicited Letters=429

First Paragraphs of Prospecting Letters=432

Showing a Knowledge of the Position and the Company=433

Showing What Separates You from Other Applicants=433

Writing the Last Paragraph=434

E-mail Application Letters=435

Creating a Professional Image=437

Writing Style=437

Positive Emphasis=437

You-Attitude=438

Paragraph Length and Unity=439

Letter Length=439

Editing and Proofreading=439

Follow-Up=440

Application Essays=440

Social Networking and Personal Websites=441

Summary by Learning Objectives=442

Exercises and Cases=442

Notes=450

14. Interviewing, Writing Follow-Up Messages, and Succeeding in the Job=452

Newsworthy Communication=453

Interview Channels=454

Campus Interviews=454

Phone Interviews=455

Video Interviews=456

Interview Strategy=456

Interview Preparation=457

Final Research=457

Elevator Speech=457

Travel Planning=458

Attire=458

Professional Materials=459

Interview Practice=460

Interview Customs=460

Behavior=460

Meal Etiquette=461

Note-Taking=462

Interview Segments=463

Traditional Interview Questions and Answers=463

Kinds of Interviews=469

Behavioral Interviews=469

Situational Interviews=470

Stress Interviews=470

Group Interviews=472

Multiple Interviews=473

Final Steps for a Successful Job Search=473

Following Up with Phone Calls and Written Messages=473

Negotiating for Salary and Benefits=474

Deciding Which Offer to Accept=476

Dealing with Rejection=477

Starting Your Career=477

Your First Full-Time Job=477

A Long-Term Strategy=478

Summary by Learning Objectives=479

Exercises and Cases=480

Notes=484

PART FIVE Proposals and Reports

15. Researching Proposals and Reports=486

Newsworthy Communication=487

Varieties of Reports=488

The Report Production Process=489

Report Problems=490

Research Strategies for Reports=492

Finding information Online and in Print=492

Evaluating Web Sources=495

Analyzing and Designing Surveys=496

Conducting Research Interviews=502

Using Focus Groups=505

Using Online Networks=505

Observing Customers and Users=505

Using Technology for Research=506

Source Citation and Documentation=507

Incorporating Quotations=508

Using Common Formats=509

Summary by Learning Objectives=509

Exercises and Cases=510

Notes=516

16. Creating Visuals and Data Displays=518

Newsworthy Communication=519

When to Use Visuals and Data Displays=520

Guidelines for Creating Effective Visuals and Data Displays=521

1. Check the Quality of the Data.=521

2. Determine the Story You Want to Tell.=521

3. Choose the Right Visual or Data Display for the Story.=522

4. Follow Conventions.=524

5. Use Color and Decoration with Restraint.=524

6. Be Accurate and Ethical.=526

Integration of Visuals and Data Displays into Your Text=527

Software Programs for Creating Visuals and Data Displays=528

Conventions for Specific Visuals and Data Displays=529

Tables=529

Pie Charts=529

Bar Charts=530

Line Graphs=531

Gantt Charts=532

Photographs=532

Drawings=533

Maps=534

Infographics=534

Dynamic Displays=535

Summary by Learning Objectives=535

Exercises and Cases=536

Notes=548

17. Writing Proposals and Progress Reports=550

Newsworthy Communication=551

Defining Proposals=552

Brainstorming for Writing Proposals=552

Proposal Questions=553

Proposal Style=554

Organizing Proposals=555

Proposals for Class Research Projects=555

Proposals for Businesses=557

Preparing the Budget and Costs Sections=557

Writing Proposal Varieties=562

Sales Proposals=562

Business Plans and Other Proposals for Funding=563

Writing Progress Reports=564

Chronological Progress Reports=566

Task Progress Reports=568

Recommendation Progress Reports=568

Summary by Learning Objectives=568

Exercises and Cases=569

Notes=572

18. Analyzing Information and Writing Reports=574

Newsworthy Communication=575

Using Your Time Efficiently=576

Analyzing Data and Information for Reports=577

Evaluating the Source of the Data=578

Choosing the Best Data=579

Analyzing Numbers=580

Analyzing Patterns=580

Checking Your Logic=581

Choosing Information for Reports=582

Organizing Information in Reports=583

Patterns for Organizing Information=583

Patterns for Specific Varieties of Reports=587

Presenting Information Effectively in Reports=591

1. Use Clear, Engaging Writing.=592

2. Keep Repetition to a Minimum.=593

3. Introduce Sources and Visuals.=593

4. Use Forecasting, Transitions, Topic Sentences, and Headings.=593

Writing Formal Reports=596

Title Page=597

Letter or Memo of Transmittal=607

Table of Contents=608

List of Illustrations=608

Executive Summary=608

Introduction=610

Background or History=611

Body=611

Conclusions and Recommendations=611

Appendixes=611

Summary by Learning Objectives=612

Exercises and Cases=613

Notes=619

19. Making Oral Presentations=620

Newsworthy Communication=621

Comparing Written and Oral Messages=622

Identifying Purposes in Oral Presentations=623

Planning a Strategy for Your Presentation=623

Choosing the Kind of Presentation=624

Adapting Your Ideas to the Audience=625

Choosing Information to Include=625

Choosing Data=626

Choosing Demonstrations=626

Organizing Your Information=626

Planning a Strong Opening=626

Structuring the Body=628

Planning a Strong Conclusion=629

Planning Visuals=629

Designing PowerPoint Slides=630

Creating a Prezi=632

Using Figures and Tables=633

Using Technology Effectively=633

Delivering an Effective Presentation=634

Dealing with Fear=634

Using Eye Contact=635

Developing a Good Speaking Voice=635

Standing and Gesturing=636

Using Notes and Visuals=637

Involving Your Audience=637

Practicing=638

Handling Questions=638

Making Group Presentations=639

Summary by Learning Objectives=641

Exercises and Cases=642

Notes=647

Appendixes

A. Formatting Letters and E-mail Messages=648

Formats for Letters=649

Formats for Envelopes=654

Formats for E-mail Messages=654

State and Province Abbreviations=657

B. Writing Correctly=658

Using Grammar=659

Agreement=659

Case=661

Dangling Modifier=662

Misplaced Modifier=662

Parallel Structure=662

Predication Errors=663

Understanding Punctuation=663

Punctuating Sentences=663

Comma Splices=664

Run-on Sentences=665

Fused Sentences=665

Sentence Fragments=665

Punctuation within Sentences=665

Apostrophe=666

Colon=666

Comma=667

Dash=668

Hyphen=668

Parentheses=668

Period=669

Semicolon=669

Special Punctuation Marks=669

Quotation Marks=669

Square Brackets=670

Ellipses=670

Italics and Underlining=670

Writing Numbers and Dates=671

Words That Are Often Confused=671

Proofreading Symbols=677

Exercises and Cases=678

C. Citing and Documenting Sources=683

American Psychological Association (APA) Format=685

Modern Language Association (MLA) Format=685

Glossary=692

Photo Credits=702

Name Index=703

Company Index=708

Subject Index=712