Excellence in Business Communication, 12th Edition Class Notes

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CONTENTSPreface...................................................................................................................................iiiCustomer Service................................................................................................................................ivChanges and Improvements in the12thEdition.....................................................................................1Online Communities and Resources for Business Communication Instructors......................................6An Unsurpassed Instructional Resource Package.................................................................................9GeneralTeaching Guides.....................................................................................................................12Course Planning Guide..................................................................................................................13Introducing the Course to Students..........................................................................................14Conducting the Class..............................................................................................................15Grading and Evaluating Students............................................................................................17Cooperative Learning Guide for Groups and Small Teams.............................................................19Working with Cooperative Learning Groups...........................................................................19Working in Dyads...................................................................................................................20Working with the Jigsaw Process............................................................................................20Collaborative Writing Guide.........................................................................................................22Preparing Students for Collaborative Writing..........................................................................22Assigning Short-Term Projects................................................................................................24Undertaking a Long-Term Project...........................................................................................26EvaluatingCollaborative Projects............................................................................................31Service Learning Guide1:Use Service Learningto Add Real-World WritingExperienceto Your Course.....................................................................................................35What Is Service Learning?................................................................................................35Example Project:Grant Research and Writing Assistance.................................................35How to Incorporate Service Learning Into Your Course....................................................35Service Learning Guide 2:Real Clients, Real Management, Real Failure:The Risks and Rewards of Service Learning..............................................................................37Diagnostic Tests of English Skills.................................................................................................40Answers..................................................................................................................................40English Skills Test A..............................................................................................................41EnglishSkills Test B...............................................................................................................44MorePractice inGrammarMechanics, andUsage.........................................................................47Chapter Guides(non-sequential, chapter-specific paging)Part1: Understanding the Foundations of Business CommunicationChapter 1:Professional Communication in a Digital, Social, Mobile WorldChapter 2:Collaboration, Interpersonal Communication, and Business EtiquetteChapter 3:Communication Challenges in a Diverse, Global MarketplacePart2: ApplyingtheThree-Step Writing ProcessChapter 4: Planning Business MessagesChapter 5: Writing Business MessagesChapter 6: Completing Business MessagesPart3:CraftingBriefMessagesChapter 7: Crafting Messages for Digital ChannelsChapter8: Writing Routineand PositiveMessages

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iiChapter9: WritingNegativeMessagesChapter10: Writing Persuasive MessagesPart4:PreparingReports andPresentationsChapter 11: Planning Reports and ProposalsChapter 12:WritingReports and ProposalsChapter 13: Completing Reports and ProposalsChapter 14:Developingand Delivering BusinessPresentationsPart5: Writing Employment Messages and Interviewing for JobsChapter 15:Building Careers andWriting RésumésChapter 16:Applying andInterviewing for EmploymentAppendix A: Format and Layout of Business DocumentsAppendix B: Documentation of Report SourcesAppendix C: Correction Symbols

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iiiPREFACESuccessful business communicators spend years on the job before they learn toconsistently prepareeffective messages. Obviously, you cannot give students that much practice in one school term. But themore practice you can give them, the closer they will be to achieving successon the job.To help you tailor a course to the needs of your students, we have designed a comprehensive package oflearning materials. We hope that you take advantage of the complete package. Together, the elementsprovide arich andvaried learning experience.This manual is divided intofiveparts:Changes and Improvements in the 12thEditionlists the major changes in this edition, followedby specific changes within each chapter.Online Communities and Resources for Business Communication Instructorsitemizes themany online resources the authors have created for adopters ofExcellence in BusinessCommunication. We invite you to join one or more of the online communitiesandinteract withyour peers.An Unsurpassed Instructional Resource Packageacquaints you with the elements available inour comprehensive package of learning materials.TheGeneral Teaching Guidesprovide toolsand advicefor conducting a course in businesscommunication.TheChapter Guidesprovide information to supplement the chapters in the textbook, includingcomprehensive lecture notes andsuggested solutions tostudentquestions andactivities.We wish to thankGeorge Dovelforhisefforts in the preparation of this manual.

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1:Professional Communication in a Digital,Social, Mobile World1-1Chapter GuidesThis section provides information about the chaptersin the textbook and suggested solutions and answersfor the activities. Each Chapter Guideincludesthefollowing items:Chapter overviewChapter outlineLecture notesorganized byLearning Objective, with class discussion questions inselected sectionsAnswers to highlight box questionsAnswers to Apply Your Knowledge questionsAnswers to Practice YourSkillsactivitiesSolutions to cases (completeexamplesolutionsforshort-messagecases; solutionguidelines for long-message cases)Part 1: Understandingthe Foundationsof Business CommunicationThe first three chapters give students a general understanding of why good communication skills areimportant in business, how today’s communication is enhanced through technology(particularly therevolutions in social media andmobile communication), why effective interpersonal communication canbe difficult, how communication is used in teams, and how it can overcome intercultural barriers. As youpresent this material, try to stimulate students to personalize basic concepts. Encourage them to thinkabout their own careers and the communication skills they’ll need to be successful. Ask members of theclass who have work experience to comment on the communication requirements and challenges theyhave encountered.Chapter 1:Professional Communication in a Digital,Social, Mobile WorldChapter 1 emphasizes the importance of effective communication, explains what it means tocommunicate in a professional context, describesthe communication process model and the ways socialmedia are changing the nature of business communication, outlinestheeffects of themobilerevolution,advises students onhowto use communication technology effectively, and offers guidance formakingethical choices as a business communicator.

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1:Professional Communication in a Digital,Social, Mobile World1-2CHAPTER OUTLINEUnderstanding Why Communication MattersCommunication Is Important to Your CareerCommunication Is Important to Your CompanyWhat Makes Business Communication Effective?Communicatingas a ProfessionalUnderstanding What Employers Expect from YouCommunicating in an Organizational ContextAdopting an Audience-Centered ApproachExploring the Communication ProcessThe Basic Communication ModelBarriers in the Communication EnvironmentInside the Mind of Your AudienceHow Audiences Receive MessagesHow Audiences Decode MessagesHow Audiences Respond to MessagesThe Social Communication ModelThe Mobile RevolutionThe Rise of Mobile as aCommunication PlatformHow Mobile TechnologiesAre Changing BusinessCommunicationUsing Technology to Improve Business CommunicationKeeping Technology in PerspectiveGuarding Against Information OverloadUsing Technological Tools ProductivelyReconnecting with PeopleCommitting to Ethical and Legal CommunicationDistinguishing Ethical Dilemmas fromEthical LapsesEnsuring Ethical CommunicationEnsuring Legal CommunicationApplying What You’ve LearnedLearning Catalytics is a“bring your own device”student engagement, assessment, and classroomintelligence system. It allows instructors to engage students in class with real-time diagnostics. Studentscan use any modern, web-enabled device (smartphone, tablet, orlaptop) to access it. For moreinformation on using Learning Catalytics in your course, contact your Pearson Representative.

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1:Professional Communication in a Digital,Social, Mobile World1-3LECTURENOTESSection 1: Understanding Why Communication MattersLearning Objective 1: Explain the importance of effective communication to your career and to thecompanies where you will work.Communication is the processof transferring information and meaning betweensendersandreceivers,using one or more written, oral, visual, or electronicmedia.The essence ofcommunication is sharing—data, information, insights, and inspiration.Communication Is Important to Your CareerImproving your communication skills may be the single most important stepyou can take in yourcareer.Even great ideas won’t go anywhere without great communication.As you take on leadership and management roles, communication becomes even moreimportant.If you learn to write well,speak well, listen well, and recognize themostappropriate way tocommunicate in any situation,you’ll gain a major advantage that will serve you throughout yourcareer.Communication Is Important to Your CompanyEffective communication helps businesses in numerous ways:Closer ties with important communities in the marketplaceOpportunities to influence conversations, perceptions, and trendsIncreased productivityand faster problem solvingBetter financial results and higher return for investorsEarlier warning of potential problemsStronger decision makingMore persuasive marketing messagesGreater employee engagementWhat Makes Business Communication Effective?Stakeholders are groups affected in some way by the company’s actions: customers, employees,shareholders, suppliers, neighbors, the community, the nation,and theworld.When communication breaks down, the results can range from time wasting to tragic.To make your communication efforts as effective as possible, focus on making thempractical,factual,concise,clear, andpersuasive.

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1:Professional Communication in a Digital,Social, Mobile World1-4Section 2: Communicatingas a ProfessionalLearning Objective 2:Explain what it means to communicate as aprofessional in a business context.Ifyoudon’t have a lot of work experienceyet,meetingthe expectations of a professional environmentmight require some adjustment.Professionalism is the quality of performing at a high level and conducting oneself with purpose andpride.Professionalism can be broken down into six distinct traits:Striving to excelBeing dependable and accountableBeing a team playerDemonstrating a sense of etiquetteMaking ethical decisionsMaintaining a positive outlookUnderstanding What Employers Expect from YouToday’s employers expect you to be competent at a wide range of communication tasks:Organizing ideas and information logically and completelyExpressing ideas and information coherently and persuasivelyActivelylistening to othersCommunicating effectively with people from diverse backgrounds and experiencesUsing communication technologies effectively and efficientlyFollowing accepted standards of grammar, spelling, and usageCommunicating in a civilized mannerCommunicating ethically, even when choices aren’t crystal clearManaging your time wisely and using resources efficientlyUsingcriticalthinking,evaluatingevidence completely andobjectivelyin order to formlogical conclusions and make sound recommendationsCommunicating in an Organizational ContextIn the formal communication network, ideas and information flow along the lines of command inthree directions;downward, upward and horizontally.In the informal communication network, oftenreferred to as the grapevine or the rumor mill,communication occurs outside the formal network; social media now play a huge role.

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1:Professional Communication in a Digital,Social, Mobile World1-5Adopting an Audience-Centered ApproachAn audience-centered approach involves understanding and respecting the members of your audienceand making every effort to get your message across in a way that is meaningful to them.Also known as adopting the “you” attitude, in contrast to messages that are about “me”(the sender).Etiquette encompasses the expected norms of behavior in any particular situation.Section3: Exploring the Communication ProcessLearning Objective3: Describe the communication process model and the ways social media arechanging the nature of business communication.Even well-intentioned communication efforts can fail.By understanding communication as a process with distinct steps, you can improve the odds that yourmessages will reach their intended audiences and produce their intended effects.The Basic Communication ModelBy viewingcommunication as a process, you can identify and improve the skills you need to be moresuccessful:The sender has an idea.The sender encodes the ideaasa message.The sender produces the message in a medium.The sender transmits the message through a channel.The audience receives the message.The audience decodes the message.The audience responds to the message.The audience providesfeedback.Considering the complexity of this process,it should come as no surprise that communication effortsoftenfail to achieve the sender’s objective.Barriers in the Communication EnvironmentMessages can be disrupted by a variety ofcommunication barriers:Noise and distractions, includingmultitaskingCompeting messagesFilters, bothhumanandtechnologicalChannel breakdowns

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1:Professional Communication in a Digital,Social, Mobile World1-6Class discussion question:Think back to a time you experienced a communication breakdown in apersonal or social setting (something you’re comfortable discussing with the class).Did you figureout why the breakdown occurred? Was it related to cultural differences, emotional factors,technology, or some other identifiable cause? Howmightyou avoid similar breakdowns in theworkplace?Everyone in an organization can help minimize barriers and distractions.Take steps to insulate yourself from distractions, including disconnecting from constant messagefeeds and updates.Inside the Mind of Your AudienceFor an audience member to receive a message, the receiver has to:Sensethe presence of a message.Selectit from all the other messages clamoring for attention.Perceiveit as an actual message.Five habits to increase the chances that your messages will be sensed, selected, and perceived:Consider audience expectations.Ensureease of use.Emphasize familiarity.Practice empathy.Design for compatibility.A received message doesn’t mean anything until the recipient decodes it and assigns meaning to it.There is no guarantee that the receiver will assign the same meaning that the sender intended.Audiences tend to extract the meaning they expect to get from a message.Culture plays a huge role in how messages are decoded.Individual beliefs and biases influence the meaning that audiences extract from messages.Selective perception occurs when people distort threatening or confusing information to make it fittheir perceptions of reality.Differences in language and usage influence received meaning.Individual thinking styles affect message decoding.

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1:Professional Communication in a Digital,Social, Mobile World1-7Audience members will respond in the way you’d like them to if:Theyrememberthe message long enough to act on it.They areableto respond as you wish.They aremotivatedto respond.The Social Communication ModelThe basiccommunicationmodelshowshow a single idea moves from one sender to one receiver.Ina larger sense, it also helps represent the traditional nature of much business communication, whichwasprimarilydefined by apublishingorbroadcastingmindset.In contrast to the publishing mindset, this new social communication model isinteractiveandconversational.Customers and other groups are now empowered throughsocial media,whichtransform passiveaudiences into active participants in the communication process by allowing them to share content,revise content, respond to content, or contribute new content.The social communication model changes business communication in profound ways:Customers and other stakeholders participate in, influence, and often take control ofconversations in the marketplace.They rely on each other for information about products, offer technical support, and evenparticipate in group buying using social tools.Social media toolscan increase the speed of communication, lower communication costs,improve access to pockets of expertise, and boost employee satisfaction.A hybrid approach is emerging in which some communications follow the traditional approach andothers follow thesocialapproach.Class discussion question:Is it ethical for social media users to “gang up” on a company after asingle customer complains about poor service orafaulty product? What if the company made a raremistake, but the social media uproar creates the impression that the company routinely disappointscustomers?Section 4: The Mobile RevolutionLearning Objective4:Outline the challengesand opportunities of mobilecommunication in business.Some experts predict that mobilecommunication will change the nature of business and businesscommunication even morethan social media have.Firms on the leading edge of the mobile revolutionare working to integrate mobile technology throughouttheir organizations.

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1:Professional Communication in a Digital,Social, Mobile World1-8The Rise of Mobile as aCommunication PlatformMobile isnowthe primaryInternet-access technology for millions of people.Mobile has become the primary communication tool formany business professionals, including amajority of executivesunder age 40.Continuous, intimate mobile connectivity can start to resemble a continuousstream of conversationsthat never quite end, which influences the way businesses needto interact with their stakeholders.Companies that work to understand andembrace mobile, both internally and externally, stand the bestchance of capitalizing on thismonumental shift in the way people communicate.How Mobile Technologies Are Changing Business CommunicationMobile necessitates some obvious changes in communication practices, such as the need to deal withsmaller screens and different input methods.Many users expect websites to be mobile friendly, so many companies are adopting amobile-firstapproach, in which they design to fit the needs of mobile users.This typically involves simplifyingscreen designs and changing navigation controls to accommodate touch-based swiping maneuvers.Other changes brought about by mobile are often deeper and sometimes more subtle:Mobile usersexpect to have immediate access to information and the ability to stayconnected to their various social and business networks.Constant or radical connectivity is a mixed blessing, as it can prevent people fromhealthy disengagement from work.Mobile users are often multitasking, which means they are distracted and thereforegetting through to them is more challenging.Mobile communicationhas putpressure on traditional standards of grammar,punctuation, andwriting in general.Mobile devices can serve as sensory and cognitive extensions.Mobile devices create a host of security and privacy concerns; e.g., employees who wantto use their personal devices for business-network access.Mobile tools can enhance productivity and collaboration.Mobile apps can assist in a wide variety of business tasks.Mobile connectivity canaccelerate decision making and problemsolving.With mobile capabilities such as cameras, accelerometers, and GPS, the communicationexperience can be made more engaging.

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1:Professional Communication in a Digital,Social, Mobile World1-9Section5: Using Technology to Improve Business CommunicationLearning Objective5: List four general guidelines for using communication technology effectively.Today’s businesses rely heavily on technology to facilitate the communication process.To use communication technology effectively, you need to:Keep technology in perspective.Guard against information overload and information addiction.Use technological tools productively.Disengage from the computer frequently to communicate in person.Keeping Technology in PerspectiveRemember that technology is simply a tool, a means by which you can accomplish certain tasks.Technology is an aid to interpersonal communication, not a replacement for it.Technology has business value only if it helps deliver the right information to the right people at theright time.Guarding Against Information OverloadThe overuse or misuse of communication technology can lead toinformation overload,in whichpeople receive more information than they can effectively process.Information overload makes it difficult to discriminate between useful and useless information,lowers productivity, and amplifies employee stress both on the job and at home.As a recipient, use the filtering features of your communication systems to isolate high-prioritymessages that deserve your attention; be wary of subscribing to too many feeds; focus on theinformation you truly need to do your job.As a sender, reduce information overload by making sure you don’t send unnecessary messages;indicate the priority of messages to help receivers know how to react to them.Using Technological Tools ProductivelyIn the “information technology paradox,” information tools can waste as much time as they save.Inappropriate web use not only distracts employees from work responsibilities but canalsoleaveemployers open to lawsuits.Social media can expose confidential information or damage a firm’s reputation in the marketplace.Employers needclear policies that are enforced evenly for all employees.

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1:Professional Communication in a Digital,Social, Mobile World1-10Knowing how to use tools efficiently can make a big difference in yourproductivity.Managers need to guide and train their employees in productive use of information tools.Reconnecting with PeopleEven the best technologies cannot truly match the rich experience of person-to-person contact.Reconnect in person, or at least over the phone, from time to time in order to maintain positiveworking relationships.Section6: Committing to Ethical and Legal CommunicationLearning Objective6: Defineethics, explain the difference between an ethical dilemma and an ethicallapse, and list six guidelines for making ethical communication choices.Ethics are the principles of conduct that govern behaviorwithin a society.Ethicalcommunication:Includes all relevant informationIs true in every senseIs not deceptive in any wayExamples of unethicalcommunicationinclude:PlagiarismOmitting essential informationSelective misquotingMisrepresenting numbersDistorting visualsFailing to respect privacy or information security needsThe widespread adoption of social media has increased the attention given to the issue oftransparency.Class discussion question:Have you ever contributed to “social media outrage” (using your socialmedia accounts to boost the anger about a contemporary issue by forwarding it, liking it, etc.) withoutstopping to think who might’ve originated the message or what the originator’s motives might’vebeen?

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1:Professional Communication in a Digital,Social, Mobile World1-11Distinguishing Ethical Dilemmas from Ethical LapsesAn ethical dilemma involvesmaking a choice when the alternatives aren’t completely wrong orcompletely right:Two conflicting alternatives that are both ethical and validTwo alternatives that lie somewhere in the vast gray area between right and wrongAn ethical lapseis a clearly unethical choice.Ensuring Ethical CommunicationTo ensure ethical communication, three elements need to be in place and work in harmony:Ethical individualsEthical company leadershipThe appropriate policies and structures to support employees’efforts to make ethical choicesA code of ethics is an explicit written policy of ethics guidelines that helps employees determine whatis acceptable.Ethics audits monitor ethical progress andpoint outany weaknesses that need to be addressed.Every employee has the responsibility to communicate in an ethical manner.In the absence of clear guidelines, ask yourself the following questions about your businesscommunicationefforts:Have I defined the situation fairly and accurately?What is my intention in communicating this message?What impact will the message have on those who receive it or who might be affected by it?Will the message achieve the greatest possible good while doing the least possible harm?Will the assumptions I’ve made change over time? That is, will a decision that seems ethicalnow seem unethical in the future?Am I comfortable with my decision? Would I be embarrassed if it were printed in tomorrow’snewspaper or spread across theInternet?Ensuring Legal CommunicationIn addition to ethical guidelines, business communication is also bound by a wide variety of laws andregulations, including the following areas:Promotional communication. Marketing specialists need to be aware of the many laws thatgovern truth and accuracy in advertising.Contracts. A contract is a legally binding promise between two parties, in which one partymakes a specified offer and the other party accepts.

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1:Professional Communication in a Digital,Social, Mobile World1-12Employment communication. A variety of local, state, and federal laws governcommunication between employers and both potential and current employees.Intellectualproperty. In an age when instant global connectivity makes it effortless to copyand retransmit electronic files, the protection of intellectual property (IP) has become awidespread concern.Financial reporting. Finance and accounting professionals who work for publicly tradedcompanies must adhere to stringent reporting laws.Defamation. Negative comments about another party raise the possibility of defamation, theintentional communication of false statements that damage character or reputation. (Writtendefamation is calledlibel; spoken defamation is calledslander.)Transparency.To help audiences make informed decisions, various laws now requirecommunicators to disclose financial relationships and other factors that could influence thepresentation oftheir messages.Class discussion question:Should companies be allowed to advertise to children who are too youngto make fully-informed choices? If there should be a cutoff age, what should it be and how would itbe enforced?HIGHLIGHT BOX:THE ART OF PROFESSIONALISMMaintaining a Confident, Positive Outlook1.Yes, employees do have an ethical obligation to maintain a positive outlook on the job, because doingso helps ensure that they perform to expectations—which is what they are being paid for.In addition,their behavior and attitude on the job affects the performance of other employees.However, they alsohave an ethical obligation to keep the company’s best interests in mind, and there are times whendoing so can mean sharing negative news,raising legitimate concerns,confronting problems, andeven whistleblowing if need be.2.Students should be able to suggest a variety of ways to lift their spirits, including remindingthemselves that a positive frame of mind makes the workday easier and faster, refocusing their mindson near-or far-term objectives (e.g., simply completing anunwelcome task to get it off their plates orthinking how completing that task is a step in the direction they want to go), or interacting withcolleagues or customers in a positive way that momentarily takes the focus off work and reminds oneof the human value in business interaction.HIGHLIGHT BOX:DIGITAL+SOCIAL+MOBILE: TODAY’S COMMUNICATIONENVIRONMENTIt’s All Fun and Games—and Effective Business Communication1.Referstudents to the coverage of communication ethicsin “Committing to Ethical and LegalCommunication.”They should conclude that gamificationisethical if itdoesn’t distort orhideinformation audiences need in order to make informed decisions.For example, if a personal financegame appoffered by a bank or credit card companyminimizedthe negative consequences of creditrisk in such a way that it prompted consumers to make unwise decisions, this could be considered

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1:Professional Communication in a Digital,Social, Mobile World1-13unethical.Thisquestioncan also be a good entry point for a larger discussion about the ethics ofpersuasive communication.2.Student answers will vary.ON THE JOB: SOLVINGCOMMUNICATION DILEMMAS ATJETBLUE1.JetBlue emphasizes a friendly, open style of communicationwith its customers, even those occasionalcustomers whomake unrealistic demands or expect special treatment.Unfortunately, you’ve learnedthat some of the company’scustomer service representatives have been letting theiremotions get inthe way when dealing with thesedifficultcustomers. Several customers have complained about rudetreatment. You’re sensitive to the situation because youknow customer service can be a difficult job,particularly in asocial media environment where consumers are empoweredto broadcast anydisappointment they may feel. However,having a reputation for hostile customer service could spelldoom for the company, so you need to communicate yourconcerns immediately. Which of thefollowing sentenceswould be the best way to begin an email message to thecustomer service staff?a.No. This implies that everyone in the customer service department is guilty of providing poorservice.b.No. Like (a), this implies that everyone is guilty; its tone is also overly harsh and threatening,particularly when raising this issue for the first time.c.No. While this option doesn’t blame everyone, its accusatory tone will immediately puteveryone on the defensive.d.Yes.This positive and sympathetic introductory statement (abuffer,explored in the negativemessage chapter) creates a communication environment that is conducive to problem solving,rather than finger pointing.2.The culture in your office is conscientious and professional but with a generally informal “vibe.”However, as with any company, individual employees vary in how closely their own styles andpersonalities fit the corporate culture. For example, the newaccounting manager in your organizationtends to communicate in a formal, distant style that some company old-timers find off-putting andimpersonal. Several of these people have expressed concerns that the new manager “doesn’t fit in,”even though she’s doing a great job otherwise. How should you respond?a.No. These people aren’t just complaining;they’re expressing concern about the future of thecompany’s culture. A company is more than just the sum of its various job functions; thepeople in those roles also need to work together in some degree of harmony. Therefore, thepeople raising this issue believe they have a valid concern.b.No. Demanding that someone change her personal communication style is only going togenerate confusion and resentment. Moreover, the company might eventually lose a valuableemployee if the manager decides she can’t fit in.c.Yes.Newcomers can often benefit from a helpful introduction to a company’s culture. Themanager might simply be communicating in a style that was expected in her previousemployment.d.No. If her style is causing concern, ignoring the situation isn’t going to make it go away.

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1:Professional Communication in a Digital,Social, Mobile World1-143.A false rumor has begun circulating among JetBlueemployees that the company plans to replace itssocial mediateam with an automated “bot” system that will answer tweetsand email messages usingartificial intelligence. Members ofthe social media team are worried about their jobs, and otheremployees are worried that customers will miss the humantouch if customer service representativesare replaced by acomputer. How should you respond to the rumor?a.No. What should employees be expected to believe if the only messages they receive areconflicting rumors coming through the grapevine? Moreover, grapevines are unpredictable;you can’tbe sure thatyourmessage would get through undistorted. And finally, the choice ofmedium itself would send a message—that the company didn’t care enough to bother sendingout an official message.b.Yes.This is a potential crisis that requires both immediate attention and careful handling tocalm people’s fears. Face-to-face communication provides the best way to interact with theaudience, answering their questions and addressing their fears.c.No. A blog posting is too passive for a message of this importance, and it doesn’t offer therich nuances of face-to-face contact that are important when audiences are upset.d.No. Ignoring the rumor would be a huge mistake. Productivity will immediately fall as peoplebegin worrying more about their jobs than about their work, and some will likely leave thecompany as well.4.A passenger whose luggage didn’t arrive on his flightfrom Boston to San Francisco is sending astring of angrytweets from the baggage claim at the San Francisco airport,accusing JetBlue ofeverything from lying to stealing hisluggage. He is including the @JetBlue handle in everytweet, sohis rants are showing up in the timelines of thecompany’s followers on Twitter—all 1.9 million ofthem. Howshould you respond?a.No.b.No.c.No.Even if Twitter complied, this is a strong-arm tactic that many would consider unethicaltoboot. And even if it were an acceptable response, it would not be a wise response. Thecustomer would probably set up another Twitter account within minutes and magnify hisoriginal complaint with the justifiable outrage that JetBlue was trying to silencehim—a storyangle that would surely resonate across social media and probably get picked up byconventional media as well.d.Yes.This approach acknowledges the customer frustration, which is paramount to resolvingany highly-charged situation like this. In addition, it attempts to move the discussion intoprivate channels so that the problem isn’t on nonstop public display. Lastly, interacting withthe customer in person may help defuse the situation further by putting a humanface on thecompany and forcing the customer to interact with another human being in person.

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1:Professional Communication in a Digital,Social, Mobile World1-15APPLY YOUR KNOWLEDGE1.1.Visit MyBCommLab forsuggested answers.[LO-1]AACSB: Written and oralcommunication1.2.Visit MyBCommLab forsuggested answers. [LO-2] AACSB: Written and oralcommunication1.3.Students will learn more about writing and formatting messages formobile devices in subsequentchapters, but they can answer this question by using what they’ve learned in this chapter abouteffective communication and the basic communication process.Their answers should address theneeds for concise messages and clear, simple designs that display well on small screens.[LO-4]AACSB: Information technology1.4.The answer is a definite yes. Communication technology has three potential shortcomings thatcan and do hamper communication. First, technologies such asemailand instant messaging areunable to convey the full richness of human communication, particularly nonverbal signals. Forinstance,emailmessages can come across as blunt or overly harsh simply because the mediumlacks a practical and effective way to convey emotional nuances. Second, technology can’treplace human planning and oversight. Spellcheckers that correct spelling but “approve” poorword choices or nonsensical phrases are a common example of this flaw. Third, even the besttechnologies are rarely 100 percent reliable, and if people come to depend on technologicalchannels too heavily, they can be cut off from one another wheneverthese systems fail.[LO-5]AACSB: Information technology1.5.Visit MyBCommLab forsuggested answers. [LO-6] AACSB: Written and oralcommunicationPRACTICE YOUR SKILLSMessage for Analysis: Analyzing Communication Effectiveness[LO-1]AACSB: Written and oralcommunicationStudents will recognize this document as ineffective because it presents so many barriers toeffectivecommunication. Theblog:Creates emotional barriers right from the first sentence (accusing employees of lying andcheating, later calling them names), preventing readers from perceiving the intended messagePresents a restrictive and authoritarian attitude, reflecting an environment that discourages opencommunication and thus discourages employee candorExpresses bias or prejudice (in the slur against women employees)Reflects the author’s anger and defensiveness (“I simply have no choice”)Assumes bad intentions on the part of the employees, underlining the lack of audience-centeredthinkingUses vague, confusing language (More than three times during what period? Will have to answerto the author for what specific penalties?)

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1:Professional Communication in a Digital,Social, Mobile World1-16Polarizes workers by inciting conflict between “punctual” employees and othersExercises1.6.Look for information about students’ majors, hobbies, likes, dislikes, and future career plans.Theemailmessages, blog posts, or social networking updates will give youan idea of the level ofyour students’ writing, in addition tohelpingyou learn more about your students.[LO-1]AACSB: Written and oral communication1.7.This question provides a good opportunity to discuss the advantages and limitations of utilizingsocial media for business communication. Students should be encouraged to explain how thecontent of their messages reflects the demands of a social communication model and medium.[LO-1]AACSB: Information technology1.8.This exercise reveals how well students translate the chapter material into a practical analysis ofbusiness communication—the first step to crafting more effective messages of their own. Lookfor descriptions of specific communication elements, such as solid logical argumentation,persuasive emotional appeals, successful integration of audio and video components, or anaudience-centric message.[LO-1]AACSB: Written and oral communication1.9.In completing this exercise, students should recognize the often-significant differences betweenhow they prioritize their own personal and professional qualities and how a prospectiveemployermight prioritize them.[LO-2]1.10.This message needs to communicate the importance of the situation without preemptivelyoffending anyone (since there have been no instances of etiquette mistakes and only a generalconcern about them). The first paragraph could provide the general managerwith a briefoverview of the situation, describing how customers come in contact with production personneland explaining the potential damages to sales that could result from etiquette mistakes. Thesecond paragraph could then follow with an explanation of how etiquette training wouldminimize the risk of lost sales. Depending on the circumstances and the writer's relationship withthe recipient, the message might also propose a solution, such as adapting the sales department'setiquette training course for re-use in the production department.[LO-2]AACSB: Written andoral communication1.11.Before writing the report, the team will want to know:a.The audience’s culture (so that cultural biases can be avoided)b.The audience’s level of knowledge about the subject (so that the report’s style, content,organization, and tone will address that level)c.The environment in which the report will be received (to compensate for any noiseinterference)d.Whether the report will be read directly by the intended audience or will first pass throughseveral layers of gatekeepers (so that anticipated distortions can be minimized before thereport is read and summarized by gatekeepers)

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1:Professional Communication in a Digital,Social, Mobile World1-17e.The audience’s gender and family status (because childcare may be viewed from a differentperspective by men, women, parents, and nonparents)[LO-2]AACSB: Interpersonal relations and teamwork1.12.Regarding the issue of employee blogs and information that is critical of an employer, a muchstronger case can be made for placing such restrictions than for not doing so. Publicly-airedcriticism of internal company matters is likely to cause harm to the company (by scaring awaypotential customers, employees, or investors, for instance) while probably doing little or nothingto resolve whatever situations a blogger might be upset about. In fact, an argument can be madethat criticizing one’s own employerin public is unethical, since employees are paid to further thecompany’s interests, not their own. If they are unhappy in their jobs, they have a responsibility toeither work to improve the situation through appropriate channels or to find other employment.[LO-2]AACSB: Information technology1.13.This exercise challenges students to apply their understanding of the communication process. Askthem to be specific about how they encoded and transmitted the idea they wanted to share; alsoask them to explain exactly how they knew whether the message had been accurately decoded.Students might identify such barriers as a difference in perception due to differences in age,background, culture, or language; a lack of credibility, precision, congeniality, or control; a lackof information about the audience; a misunderstanding causedby unfocused, incoherent, orsloppy communication; a miscommunication resulting from one party being sidetracked orconstantly bringing up unnecessary information; an inability to relate new information to existingideas; or the noise from environmental distractions, from the emotional states of the peopleinvolved, or from a person’s poor listening ability.[LO-3]AACSB: Written and oralcommunication1.14.Students should evaluate thewebsites using the criteriafor effective business communication andthe discussion of the audience-centered approachin the chapter. For example, a website that isn’tmobile friendly (meaningthe presentation isn’tsimplifiedfor smaller screens and touch/swipecontrols) doesn’t do a good job of meeting the needs of mobile users.[LO-4]AACSB:Information technology1.15.To improve the discussion that this exercise can generate, consider assigning different services todifferent students. The wide variety of services students will access can provide powerfulevidence of how widespread the social communication model has become.[LO-5]AACSB:Information technology1.16.Students should recognize that the boss’s request itself is potentially unethical, putting theemployee in a situation of policing his or her colleagues—which will surely lead to circumstancesin which the employee is forced to be disingenuous with colleagues (e.g., not saying anything to acolleague who steals office supplies but then reporting the behavior to the boss). The employeewould want to consider the following in a discussion with the boss: the uncomfortable situationthis request will create forthe employee;the effect this informal assignment would have on

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1:Professional Communication in a Digital,Social, Mobile World1-18workplace dynamics;the damage to the employee’s career prospects or ability to work withothers if colleagues findoutabout such reporting;and last but not least, the fact that askingemployees to spy on one another is a misguided way to solve a problem (e.g., ethics training andmaking employees aware of the costs of their decisions would be a much more enlightenedapproach).[LO-6]AACSB: Ethical understanding and reasoning1.17.The ethics of each situation may be decided as follows:a.Keeping quiet about thepossible environmental hazard would be an ethical lapse that couldpossibly affect lives if not wildlife.b.Stretching the truth, even “a bit,” is never ethical.c.Helping a friend would be ethical, unless “privileged” information were being conveyedwithout permission.d.Using allocated funding for bogus purchases is unethical. It would be better to justify the need fornext year’s budget than to preserve it by cheating.[LO-6]AACSB: Ethical understanding and reasoning1.18.Students should be able to identify dozens of potential violations of Cisco’s Code of Conduct.Three examples include entering into or sustaining a business relationship that creates a conflictof interest with an employee’s professional responsibilities at Cisco, providing financialinformation that is not accurate or not objective, and discussing confidential information with anoutside party who is not bound by a nondisclosure agreement. Opportunities to report or discussethical concerns include contacting the company’s Ethics Program Office, the General Counsel,or the Audit Committee.[LO-6]AACSB: Ethical understanding and reasoningASSISTED GRADING QUESTIONS (accessedin MyBCommLab)1.28.Visit MyBCommLab forsuggested answers.[LO-3] AACSB: Written and oralcommunication1.29.Visit MyBCommLab for suggested answers.[LO-4] AACSB: Information technology

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2:Collaboration, InterpersonalCommunication, andBusiness Etiquette2-1Chapter2:Collaboration, InterpersonalCommunication, andBusinessEtiquetteChapter 2 explores multiple aspects of interpersonal communication: communicating in teams,collaborating on communicationefforts, making meetings more productive,using meeting technologies,and improving the skills involved in listening, nonverbal communication, and business etiquette.CHAPTER OUTLINECommunicating Effectively in TeamsAdvantages and Disadvantages of TeamsCharacteristics of Effective TeamsGroup DynamicsAssuming Team RolesAllowing for Team EvolutionResolving ConflictOvercoming ResistanceCollaborating on Communication EffortsGuidelines for Collaborative WritingTechnologies for Collaborative WritingCollaboration SystemsSocial Networks and Virtual CommunitiesCollaboration via Mobile DevicesGiving—and Responding to—Constructive FeedbackMaking Your Meetings More ProductivePreparing for MeetingsConducting and Contributing to Efficient MeetingsPutting Meeting Results to Productive UseUsing Meeting TechnologiesImproving Your Listening SkillsRecognizing Various Types of ListeningUnderstanding the Listening ProcessOvercoming Barriers to Effective ListeningImproving Your Nonverbal Communication SkillsRecognizing Nonverbal CommunicationUsing Nonverbal Communication EffectivelyDeveloping Your Business EtiquetteBusiness Etiquette in the WorkplaceBusiness Etiquette in Social SettingsBusiness Etiquette OnlineBusiness Etiquette Using Mobile Devices

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2:Collaboration, InterpersonalCommunication, andBusiness Etiquette2-2Learning Catalytics is a“bring your own device”student engagement, assessment, and classroomintelligence system. It allows instructors to engage students in class with real-time diagnostics. Studentscan use any modern, web-enabled device (smartphone, tablet, or laptop) to access it. For moreinformation on using Learning Catalytics in your course, contact your Pearson Representative.LECTURE NOTESSection 1: Communicating Effectively in TeamsLearning Objective 1: List the advantages and disadvantages of working in teams, describe thecharacteristics of effective teams, and highlight four key issues of group dynamics.Collaboration—working together to meetbusinesschallenges—has become a core job responsibility forroughly half the U.S. workforce.A team is a unit of two or more people who share a mission and the responsibility for working to achievea common goal.Problem-solving teams and task forces assemble to resolve specific issues and then disband when theirgoals have been accomplished.Such teams are oftencross-functional, pulling together people from a variety of departments who havedifferent areas of expertise and responsibility.Diversity of opinions and experiences can lead to better decisions, but competing interests cancreatetension.Committees are formal teams that can become a permanent part of the organizationalstructure.Advantages and Disadvantages of TeamsTeams are oftenpart ofparticipative management, the effort to involve employees in the company’sdecision making.A successful team can provide advantages, such as:Increased information andknowledgeIncreased diversity of viewsIncreased acceptance of a solutionHigher performance levelsTeams can also have disadvantages, such as:Groupthink—occurs when peer pressures cause individual team members to withholdcontrary or unpopular opinionsHidden agendas—private, counterproductive motives that undermine someone else on theteam

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2:Collaboration, InterpersonalCommunication, andBusiness Etiquette2-3Cost—aligning schedules, arranging meetings, and coordinating individual parts of a projectcan eat up a lot of time and moneyCharacteristics of Effective TeamsThe most effective teams:Have a clear objective and a shared sense of purposeCommunicate openly and honestlyReach decisions by consensusThink creativelyKnow how to resolve conflictIneffective teams:Get bogged down in conflictWaste time and resources pursuing unclear goalsTwo common reasons cited for unsuccessful teamwork are a lack of trust and poor communication.Group DynamicsGroup dynamics are the interactions and processes that take place among members in a team.Productive teams tend todevelop positive norms—informal standards of conduct that members shareand that guide member behavior.Group dynamics are influenced by:The roles assumed by team membersThe current phase of team developmentThe team’s success in resolving conflictThe team’s success in overcoming resistanceTeam members can play various roles:Self-oriented roles are played by those motivated mainly to fulfill personal needs;theseindividuals tend to be less productive than other members.Team-maintenance roles are played by those who help everyone work well together.Task-orientedroles are played by those who help the team reach its goals.As teams grow and evolve, they generally pass through a variety of stages, such as these five:OrientationConflictBrainstorming

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2:Collaboration, InterpersonalCommunication, andBusiness Etiquette2-4EmergenceReinforcementAnother common model, proposed by Bruce Tuckman:FormingStormingNormingPerformingAdjourningConflict in team activities can result from:Competition for resourcesDisagreement overgoalsorresponsibilitiesPoorcommunicationPower strugglesFundamental differences in values, attitudes, and personalitiesConflict is not necessarily bad.Conflict can be constructive if it:Forces important issues into the openIncreases the involvement of team membersGenerates creative ideas for the solution to a problemConflict can be destructive if it:Diverts energy from more important issuesDestroys morale of teams or individual team membersPolarizes or divides the teamDestructive conflict can lead towin-loseorlose-loseoutcomes in which one or both sides lose, to thedetriment of the entire team.If you approach conflict with the idea that both sides can satisfy their goals to at least some extent (awin-win strategy), you can minimize losses for everyone.For the win-win strategy to work, everybody must believe that:It’s possible to find a solution that both parties can acceptCooperation is better for the organization than competitionThe other party can be trustedGreater power or status doesn’t entitle one party to impose a solution

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2:Collaboration, InterpersonalCommunication, andBusiness Etiquette2-5Conflict can be resolved through:Proactive management: deal with minor conflict before it becomes major conflictCommunication: get those involved with the conflict actively involved in resolutionOpenness:get feelings out into the open before dealing with main issuesResearch:get the facts before attempting a resolutionFlexibility:don’t let anyone lock into a position before considering all possible solutionsFair play:insist on a fair outcome that doesn’t hide behind rulesAlliance:unite the team against an “outside force” instead of each otherWhen attempting to overcome irrational resistance, try to:Express understandingBring resistance out into the openEvaluate others’ objections fairlyHold your arguments until theother person is ready for themClass discussion question:Describe a time that you experienced some form of team conflict during aclass project. What were the sources of conflict, and how did the team resolve it? How did the conflictaffect the team’s work output?Section 2: Collaborating on Communication EffortsLearning Objective2:Offer guidelines for collaborative communication, identify major collaborationtechnologies, and explain how to give constructive feedback.When teamscollaborate, the collective energy and expertise of the various members can lead to resultsthat transcend what each individual could do otherwise.However, collaborating on team messages requires special effort.Guidelines for Collaborative WritingIn any collaborative effort, team members coming from different backgrounds may have differentwork habits or priorities, for example:A technical expert,to focus on accuracy and scientific standardsAn editor,to be more concerned about organization and coherenceA manager,to focus on schedules, cost, and corporate goalsRemember that the ways in which team members differ in writing styles and personality traits cancomplicate the creative nature of communication.

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2:Collaboration, InterpersonalCommunication, andBusiness Etiquette2-6To collaborate successfully, follow these guidelines:Select collaborators carefully(if you have that option).Agree on project goals before you start.Give your team time to bond before diving in.Clarify individual responsibilities.Establish clear processes.Avoid composing as a group.Make sure tools and techniques are ready and compatible across the team.Check to seehow things are going along the way.Technologies for Collaborative WritingCollaboration technologies range from simple features such as commenting and revision or changetrackingtocollaboration solutions such ascontent management systems that organize and control thecontent for many websites (particularly larger corporate sites).Awikiis a website that allows anyone with access to add new material and edit existing material.Keybenefitsofwikisinclude:SimpleoperationFreedomtopostneworrevisedmaterialwithoutpriorapprovalThisapproachisquitedifferentfromacontentmanagementsysteminwhichboththeorganizationofthewebsiteandtheworkflowaretightlycontrolled.Chapter12addresses wikis in more detail.Groupwareis an umbrella term for systems that let people simultaneously:CommunicateShare filesPresent materialsWork on documentsCloud computingexpandsthe ways in which geographically dispersed teams can collaborate.Shared workspaces are “virtual offices” that:Give everyone on a team access to the same set of resources and informationControl which team members can read, edit, and save specific filesOften canbe set toallow only one person at a time to work on a given file or documenttoavoid getting edits out of syncMay include presence awarenessso teams can see who is available to interact

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2:Collaboration, InterpersonalCommunication, andBusiness Etiquette2-7The termsintranet(restricted internal website) andextranet(restricted, but with outside accessforselected parties) are still used in some companies.Social networking technologiesare redefining teamwork and team communication by helping erasethe constraints of geographic and organization boundaries.Virtual communitiesorcommunities of practicelink employees with similar professional intereststhroughout the company and sometimes with customers and suppliers as well.Social networking can also help a company maintain a sense of community even as it grows beyondthe size that normally permits a lot of daily interaction.Mobile brings a new dimension to collaboration by connecting employees and business partners whowork part-or full-time outside conventional office environments.Giving—and Responding to—Constructive FeedbackConstructive feedback, sometimescalledconstructive criticism, focuses on the process and outcomesof communication, not on the people involved.Destructive feedback delivers criticism with no guidance to stimulate improvement.When you give feedback, try to:Avoid personal attacksGive the person clear guidelines for improvementWhen you receive constructive feedback, try to:Resist the urge to defend your work or deny the validity of the feedbackDisconnect emotionallyfrom the work and see it simply as somethingthatcanbemade betterStep back andconsiderthe feedback before diving in to make correctionsDon’t assume that all constructive feedback is necessarily correctSection 3:Making Your Meetings More ProductiveLearning Objective3:List the key steps needed to ensure productive team meetings.Well-run meetings can help you:Solve problemsDevelop ideasIdentify opportunities

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2:Collaboration, InterpersonalCommunication, andBusiness Etiquette2-8Meetings are unproductive when they:Wander off the subjectLack an agendaRun too longPreparing for MeetingsTo increase theproductivity of meetings, prepare carefully:Identify your purpose—whether you need an informational or a decision-making meeting.Select participants whose presence is essential.Choose thevenue andtime and prepare the facility.Set the agenda.An effective agenda answers three questions:What do we need to do in this meeting to accomplish our goals?What issues will be of greatest importance to all participants?What information must be available in order to discuss these issues?Conducting and Contributing to Efficient MeetingsEnsure a productive meeting by:Keeping thediscussionon trackFollowing agreed-upon rules, including parliamentary procedure if appropriateEncouraging participationParticipating activelyClosing effectivelyPuttingMeeting Results to Productive UseThe value of a meeting’s interaction and discovery usually doesn’t (or at least shouldn’t) end whenthe meeting ends.In formal meetings, one person is appointed to record the minutes.In small meetings, attendees often make their own notes on their copies of the agenda.The minutes of a meeting summarize:The important information presentedThe decisions madeThe people responsible for follow-up action

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2:Collaboration, InterpersonalCommunication, andBusiness Etiquette2-9Section 4: Using Meeting TechnologiesLearning Objective 4:Identify the major technologies used to enhance or replace in-person meetings.Replacing in-person meetings with long-distance, virtual interaction can:Dramatically reduce costs and resource usageReduce wear and tear on employeesGive teams access to a wider pool of expertiseVirtual teams have members who work in different locations and interact electronically through virtualmeetings.Basic teleconferencing involves three or more people connected by phone simultaneously.Videoconferencing combines live audio and video,letting team members see each other, demonstrateproducts, and transmit other visual information.More-advanced telepresencesystems createinteraction so lifelike that participants can forget that theperson “sitting” on the other side of the table is actually in another city.Web-based meeting systems combine the best of instant messaging, shared workspaces, andvideoconferencing with other tools,such as virtual whiteboards,that let teams collaborate in real time.The benefits are compelling, but conducting successful virtual meetingsrequires extra planningbeforehand andmore diligence during the meeting in order to overcome potential communicationbarriers.Section 5:Improving Your Listening SkillsLearning Objective5:Identify three major modes of listening, describe the listening process, and explainthe problem of selective listening.Effective listening:Strengthens organizational relationshipsEnhances product deliveryAlerts the organization to opportunities for innovationAllows the organization to manage growing diversityGives you a competitive edgeEnhances your performance and influence within your company and industry

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