前言
作者简介
术语表
第一篇　撰写优秀文案的基础
第1章　富有成效的商务沟通 / 2
开篇案例　奈飞的麻烦：招致巨大损失的沟通失误 / 3
1.1　具备良好沟通能力所带来的利益 / 5
1.2　“我无须动笔，因为……” / 6
1.3　工作中的沟通 / 6
1.4　沟通所需付出的成本 / 7
1.5　沟通不良所带来的损失 / 8
1.5.1　时间浪费 / 9
1.5.2　精力耗损 / 9
1.5.3　信誉丧失 / 9
1.5.4　官司缠身 / 10
1.6　有效沟通的基本判别标准 / 11
1.7　遵守惯例 / 12
1.8　了解并分析商务沟通情境 / 12
1.9　伦理原则 / 13
1.10　公司文化 / 16
1.11　如何解决商务沟通中的难题 / 17
1.11.1　了解情况并通过集思广益来寻求解决方案 / 17
1.11.2　回答5个分析性问题 / 17
1.11.3　针对受众、沟通目的及沟通情境来组织信息 / 18
1.11.4　公文设计应赏心悦目 / 19
1.11.5　修改公文使其语气友好、行文专业、态度积极 / 19
1.11.6　编辑公文使其符合英文的拼写、语法和标点规范，名称与数据应反复加以核对 / 19
1.11.7　运用反馈信息以改进今后的写作 / 20
本章要点 / 20
习题与作业 / 21
注释 / 26
第2章　文案传递应适合受众 / 28
开篇案例　为赚取免费炸鸡块而创造的Twitter转发纪录 / 29
2.1　确定受众 / 30
2.2　分析受众 / 31
2.2.1　分析个体受众 / 31
2.2.2　分析群体成员 / 32
2.2.3　分析组织文化和话语群体 / 34
2.3　选择针对受众的沟通渠道 / 35
2.4　借助受众分析使文案适应受众 / 37
2.4.1　受众对文案的初始反应 / 38
2.4.2　受众对文案信息的需求量 / 38
2.4.3　需要克服的障碍 / 39
2.4.4　需要强调的积极面 / 40
2.4.5　受众对文案语言、内容及结构的期望 / 40
2.4.6　受众使用文案的情况 / 41
2.5　受众分析的作用 / 42
2.6　有用的受众利益的特点 / 42
2.6.1　适应受众的需要 / 42
2.6.2　内在激励与外在激励并重 / 43
2.6.3　对利益进行逻辑证明和细节解释 / 43
2.6.4　从受众的角度来描述利益 / 44
2.7　受众利益的确定与设计 / 44
2.7.1　确定激励受众的因素：需求、欲望和感受 / 44
2.7.2　确定产品或公司政策符合所确定需求的客观特色 / 45
2.7.3　说明这些产品或公司政策特色如何满足受众的需求 / 45
2.8　受众利益的作用 / 45
2.9　针对具有不同需求的多元受众的书面或口头沟通 / 46
本章要点 / 47
习题与作业 / 48
注释 / 52
第3章　树立良好信誉 / 54
开篇案例　亚马逊的客户关系 / 55
3.1　换位思考 / 56
3.1.1　与国际受众沟通中的文化差异 / 57
3.1.2　换位思考能力的培养 / 57
3.1.3　超越句子层面的换位思考 / 59
3.2　强调积极面 / 60
3.2.1　如何强调积极面 / 61
3.2.2　如何核实积极面 / 65
3.3　积极心理学 / 65
3.4　语气、权力和礼貌 / 66
3.4.1　用礼貌头衔称呼不熟识人士 / 67
3.4.2　注意所用措辞的权力含义 / 67
3.5　信任 / 67
3.6　运用技术工具来树立良好信誉 / 67
3.7　减少商务沟通中的偏见 / 68
3.7.1　力避性别歧视语言 / 69
3.7.2　力避种族歧视语言和年龄歧视语言 / 72
3.7.3　关于残疾人和病人的话题 / 73
3.7.4　选用不带偏见的照片与图表 / 74
本章要点 / 74
习题与作业 / 75
注释 / 78
第二篇　沟通过程
第4章　构思、写作与修改 / 80
开篇案例　美国广播公司新闻网用词不当招致损失 / 81
4.1　优秀撰写者的写作方法 / 82
　　 伦理与写作过程 / 82
4.2　写作过程的环节 / 83
4.3　有效支配时间 / 84
4.4　商务文案的构思、策划与组织 / 85
克服写作障碍 / 85
4.5　写就优秀的商务管理文案 / 86
4.5.1　商务风格 / 87
4.5.2　简明语言运动 / 88
4.5.3　个性化风格 / 88
4.6　关于商务写作的真伪观点 / 89
4.6.1　观点一：“写作如聊天” / 89
4.6.2　观点二：“不用第一人称‘我’” / 90
4.6.3　观点三：“不用第二人称‘你’” / 90
4.6.4　观点四：“句首永不使用‘而且’或‘但是’” / 90
4.6.5　观点五：“不用介词结尾” / 90
4.6.6　观点六：“句子不超20字，段落不超8行” / 90
4.6.7　观点七：“生僻词汇让人印象深刻” / 90
4.6.8　观点八：“商务写作不用注明出处” / 91
4.7　使文章浅显易懂的10种技巧 / 91
4.7.1　遣词造句技巧 / 91
4.7.2　句子写作及修改技巧 / 94
4.7.3　段落写作及修改技巧 / 101
4.8　组织偏好与文案写作风格 / 103
4.9　商务文案的修改、编辑和校对 / 103
4.9.1　修改什么 / 104
4.9.2　编辑什么 / 105
4.9.3　如何校对出拼写错误 / 107
4.10　获取并运用反馈信息 / 107
4.11　样板公文的运用 / 109
4.12　可读性标准 / 109
本章要点 / 110
习题与作业 / 110
注释 / 116
第5章　公文的设计 / 118
开篇案例　获得奥斯卡金像奖的是…… / 119
5.1　公文设计的重要性 / 120
5.2　设计惯例 / 121
5.3　公文设计的四个层次 / 121
5.4　设计原则 / 122
5.4.1　字体选择策略 / 122
5.4.2　限制使用全大写的词汇 / 124
5.4.3　空白的运用 / 124
5.4.4　页边距选择策略 / 127
5.4.5　需要强调内容的放置 / 127
5.4.6　用网格来统一各项要素 / 127
5.4.7　标题的运用 / 128
5.4.8　通过适度应用一致的修饰手段来统一公文 / 129
5.5　公文撰写过程中的设计 / 129
5.5.1　分析修辞情景 / 130
5.5.2　探讨主题 / 130
5.5.3　起草文本 / 130
5.5.4　选择合适的视觉材料 / 131
5.5.5　形成设计图 / 132
5.5.6　印刷/发布 / 133
5.6　如何进行包容性设计 / 133
5.7　测试公文的有效性 / 135
5.8　资料手册的设计 / 136
5.9　信息图形的设计 / 138
5.9.1　确定故事情节 / 138
5.9.2　选定信息的可视化陈述方法 / 138
5.9.3　信息图形的整合 / 140
5.10　网站的设计 / 141
5.10.1　吸引并维持受众的注意力 / 141
5.10.2　创建实用的主页与导航 / 141
5.10.3　遵循惯例 / 142
5.10.4　适应访问方式 / 143
5.10.5　设计包容性网站 / 143
5.10.6　测试网站的有效性 / 144
本章要点 / 144
习题与作业 / 145
注释 / 149
第6章　跨文化沟通 / 150
开篇案例　星巴克错了，麦咖啡对了 / 151
6.1　文化意识 / 152
6.2　跨文化能力 / 153
6.3　文化灵活性 / 153
6.3.1　适应当地文化 / 154
6.3.2　外包与离岸外包 / 155
6.3.3　国际职业经历 / 155
6.4　多元化在北美 / 156
克服成见 / 157
6.5　文化审视方法 / 158
6.6　价值观、信仰与习俗 / 160
6.7　全球英语 / 162
6.8　跨文化交流中的非语言沟通 / 164
6.8.1　倾听 / 164
6.8.2　肢体语言 / 165
6.8.3　眼神接触 / 165
6.8.4　面部表情 / 165
6.8.5　手势 / 167
6.8.6　个人空间 / 167
6.8.7　触摸语言 / 168
6.8.8　时间观 / 168
6.9　面向国际受众的文案写作 / 169
6.10　勤学国际商务沟通知识 / 171
本章要点 / 171
习题与作业 / 172
注释 / 177
第7章　团队工作与团队写作 / 180
开篇案例　合作就会更强大 / 181
7.1　团队沟通 / 183
7.1.1　团队的基本原则 / 183
7.1.2　团队的行为规范 / 184
7.1.3　团队中的角色 / 184
7.1.4　团队中的领导 / 185
7.1.5　团队决策策略 / 186
7.1.6　反馈策略 / 188
7.1.7　成功学生团队的特征 / 188
7.1.8　团队成员间压力和团队迷思 / 189
7.2　多元化团队的工作 / 190
7.3　冲突处理 / 191
7.3.1　通过积极倾听来避免冲突 / 191
7.3.2　冲突处理步骤 / 193
7.3.3　如何对待批评 / 195
7.3.4　冲突处理中的换位思考 / 196
7.4　有效的会议 / 196
7.5　团队中的技术工具 / 198
7.6　协同式写作 / 199
7.6.1　工作与公文的计划 / 200
7.6.2　起草 / 200
7.6.3　修改 / 200
7.6.4　编辑和校对 / 201
7.6.5　提高写作团队的效率 / 201
本章要点 / 202
习题与作业 / 202
注释 / 208
第三篇　基本商务文案
第8章　运用合适技术共享告知性文案和肯定性文案 / 210
开篇案例　小帖子也能救人命 / 211
8.1　告知性文案与肯定性文案的目的 / 212
8.2　运用技术来共享文案的原因 / 213
8.2.1　满足受众的期望 / 213
8.2.2　接触更大范围的受众 / 213
8.2.3　缩短响应时间 / 213
8.2.4　扩大影响范围 / 214
8.3　共享文案的常见技术平台 / 214
8.3.1　电话 / 214
8.3.2　网站 / 214
8.3.3　电子邮件 / 214
8.3.4　短信 / 215
8.3.5　社交媒体 / 215
8.3.6　应用程序 / 218
8.3.7　视频 / 219
8.4　运用技术工具来树立良好信誉 / 220
8.4.1　强调受众利益 / 220
8.4.2　为政策变更找出利益 / 220
8.4.3　为树立良好信誉制定利益 / 221
8.4.4　与受众建立联系 / 223
8.4.5　避免信息过载 / 224
8.5　运用面对面沟通方式 / 227
8.6　共享文案的特定平台的实用惯例 / 227
8.6.1　电话 / 228
8.6.2　电子邮件 / 229
8.6.3　社交媒体 / 231
8.7　告知性文案与肯定性文案的组织 / 235
8.8　告知性文案与肯定性文案的主题句 / 236
8.8.1　主题句应具体明确 / 238
8.8.2　主题句应简洁明了 / 239
8.8.3　主题句应与文案的类型相适应 / 239
8.8.4　电子邮件的主题句 / 239
8.9　文案中的信息管理 / 240
8.9.1　转送函的组织 / 240
8.9.2　摘要的组织 / 240
8.10　告知性文案与肯定性文案的结尾 / 241
8.11　案例分析：哪封电子邮件更好 / 242
8.11.1　提出问题 / 242
8.11.2　分析问题 / 243
8.11.3　讨论解决方案 / 243
本章要点 / 247
习题与作业 / 248
注释 / 254
第9章　否定性文案 / 256
开篇案例　无效道歉的代价 / 257
9.1　否定性文案的目的 / 258
9.2　否定性文案的组织 / 259
9.2.1　向客户通报坏消息 / 259
9.2.2　向上级报告坏消息 / 260
9.2.3　向同事和下属通报坏消息 / 261
9.3　否定性文案的组成部分 / 264
9.3.1　主题句 / 264
9.3.2　委婉语 / 264
9.3.3　理由 / 265
9.3.4　拒绝 / 266
9.3.5　备选方案 / 266
9.3.6　结尾 / 267
9.4　道歉 / 267
9.4.1　跨文化环境下的道歉 / 268
9.4.2　通过诉讼解决来避免道歉 / 269
9.5　否定性文案的语气 / 270
9.6　应对否定性情景的备选策略 / 271
9.6.1　用肯定性文案描述否定性情景 / 271
9.6.2　用说服性文案描述否定性情景 / 272
9.7　否定性文案的种类 / 272
9.7.1　索赔与投诉 / 272
9.7.2　否定和拒绝信 / 273
9.7.3　纪律警告和不良业绩评估报告 / 274
9.7.4　解聘和开除信 / 274
9.8　伦理问题与否定性文案 / 275
9.9　否定性文案中的技术运用 / 275
9.10　案例分析 / 276
9.10.1　提出问题 / 276
9.10.2　分析问题 / 277
9.10.3　讨论解决方案 / 277
本章要点 / 280
习题与作业 / 281
注释 / 290
第10章　说服性文案 / 292
开篇案例　成功的募捐活动 / 293
10.1　说服性文案的目的 / 294
10.2　说服情景的分析 / 295
10.2.1　你想让受众做什么 / 295
10.2.2　受众可能会有什么异议 / 295
10.2.3　案例的说服力有多大 / 296
10.2.4　哪种说服最适合情景 / 298
10.2.5　哪种说服最适合组织与文化 / 299
10.3　说服策略的选择 / 300
10.4　威胁和惩罚比说服效果差的原因 / 300
10.5　撰写直接要求式说服性文案 / 301
10.6　撰写问题解决式说服性文案 / 303
10.6.1　问题解决式说服性文案的主题句 / 303
10.6.2　阐述共同点 / 304
10.6.3　解释解决方案 / 305
10.6.4　处理异议 / 305
10.6.5　给出受众应迅速行动的理由 / 307
10.6.6　营造情感吸引力 / 308
10.7　说服性文案的语气 / 309
10.8　说服性文案的种类 / 310
10.8.1　业绩评估报告 / 310
10.8.2　推荐信 / 312
10.9　销售文案与筹资文案 / 314
10.9.1　销售文案或筹资文案的组织 / 314
10.9.2　撰写销售文案和营造筹资吸引力的策略 / 318
10.9.3　写作风格 / 321
10.10　技术与说服 / 324
10.11　面对面说服 / 325
10.12　案例分析 / 325
10.12.1　提出问题 / 325
10.12.2　分析问题 / 325
10.12.3　讨论解决方案 / 327
本章要点 / 329
习题与作业 / 331
注释 / 338
第四篇　求职
第11章　制作求职材料 / 340
开篇案例　为人处世当以诚信为原则 / 341
11.1　寻找工作 / 342
11.1.1　因特网在求职中的有效应用 / 343
11.1.2　通过网络建立关系 / 344
11.1.3　通过工作实习建立关系 / 345
11.1.4　建立在线声誉 / 345
11.1.5　谨慎运用社交网站 / 346
11.2　雇主如何运用个人简历 / 347
11.3　制作个人简历的原则 / 348
11.3.1　长度 / 348
11.3.2　重点 / 348
11.3.3　细节 / 349
11.3.4　写作风格 / 349
11.3.5　关键词 / 350
11.3.6　版面设计 / 351
11.4　个人简历的类型 / 351
11.5　个人简历的内容 / 354
11.5.1　姓名和联系信息 / 354
11.5.2　教育背景 / 355
11.5.3　荣誉和奖励 / 357
11.5.4　工作经历 / 357
11.5.5　其他技能 / 360
11.5.6　活动经历 / 361
11.5.7　作品集 / 361
11.6　简历制作中难题的处理 / 361
11.6.1　“我没有任何工作经历” / 361
11.6.2　“我的工作经历都来自家族企业” / 361
11.6.3　“我想改行” / 362
11.6.4　“我已经失业一段时间了” / 362
11.6.5　“我临时下过岗” / 362
11.6.6　“我曾被解雇过” / 363
11.7　使用电子方式发送简历 / 363
11.8　诚实问题 / 364
11.9　求职信 / 367
11.10　求职信与个人简历在内容方面的区别 / 367
11.11　如何弄清楚雇主与职位 / 367
11.12　挖掘隐性就业市场 / 368
11.13　求职信的内容与组织 / 368
11.13.1　如何组织恳求式求职信 / 369
11.13.2　如何组织试探式求职信 / 372
11.13.3　恳求式求职信的首段 / 372
11.13.4　试探式求职信的首段 / 373
11.13.5　展示你对公司和职位的了解 / 374
11.13.6　展示你与其他求职者的区别 / 375
11.13.7　结尾段的撰写 / 375
11.14　电子邮件求职信 / 376
11.15　树立职业形象 / 378
11.15.1　写作风格 / 378
11.15.2　强调积极面 / 378
11.15.3　换位思考 / 379
11.15.4　段落长度与统一性 / 380
11.15.5　求职信的篇幅 / 380
11.15.6　求职信的编辑与校对 / 380
11.15.7　后续跟踪 / 380
11.16　社交网络与个人网站 / 380
本章要点 / 381
习题与作业 / 382
注释 / 394
第12章　面试、后续沟通与求职成功 / 396
开篇案例　期待意外 / 397
12.1　面试渠道 / 398
12.1.1　校园面试 / 399
12.1.2　电话面试 / 399
12.1.3　视频面试 / 400
12.2　面试策略 / 400
12.3　面试准备 / 401
12.3.1　最终调研 / 401
12.3.2　电梯演讲 / 401
12.3.3　旅行计划 / 402
12.3.4　面试着装 / 402
12.3.5　专业资料 / 402
12.3.6　面试演练 / 404
12.4　面试惯例 / 404
12.4.1　行为举止 / 404
12.4.2　用餐礼仪 / 405
12.4.3　做好笔记 / 406
12.4.4　面试环节 / 406
12.5　传统面试问题及回答 / 407
12.6　面试的种类 / 412
12.6.1　行为面试 / 412
12.6.2　情景面试 / 413
12.6.3　压力面试 / 413
12.6.4　团队面试 / 415
12.6.5　多重面试 / 415
12.7　求职成功的最后几关 / 416
12.7.1　后续电话和后续信函 / 416
12.7.2　协商薪水和津贴 / 416
12.7.3　决定接受哪份工作 / 418
12.7.4　求职遭拒的应对 / 419
12.8　职场的启程 / 419
12.8.1　首份全职工作 / 419
12.8.2　制定长期战略 / 420
本章要点 / 421
习题与作业 / 422
注释 / 426
第五篇　建议书与报告
第13章　创建视觉材料与资料显示 / 428
开篇案例　相关就是因果吗 / 429
13.1　何时使用视觉材料和资料显示 / 431
13.2　创建有效视觉材料和资料显示的原则 / 431
13.2.1　核实资料的可靠性 / 432
13.2.2　确定要讲述的内容 / 432
13.2.3　选择与内容相适合的视觉材料或资料显示 / 433
13.2.4　遵循创建规范 / 434
13.2.5　约束色彩与装饰的使用 / 435
13.2.6　确保内容准确并符合伦理 / 437
13.2.7　应用合适的软件 / 439
13.3　文本中视觉材料与资料显示的融入 / 440
13.4　具体视觉材料与资料显示的创建规范 / 441
13.4.1　照片 / 441
13.4.2　信息图形 / 441
13.4.3　绘图 / 442
13.4.4　地图 / 443
13.4.5　表格 / 449
13.4.6　图表和曲线图 / 449
13.4.7　动态资料显示 / 452
本章要点 / 453
习题与作业 / 454
注释 / 465
第14章　建议书的撰写 / 466
开篇案例　关于解决风暴问题的项目征集 / 467
14.1　建议书的定义 / 468
14.2　建议书撰写中的集思广益 / 469
14.2.1　建议书针对的问题 / 469
14.2.2　建议书的风格 / 470
14.3　建议书的组织 / 471
14.3.1　课堂调研项目建议书 / 471
14.3.2　企业用建议书 / 477
14.4　预算和成本计划的编制 / 477
14.5　各种建议书的撰写 / 478
14.5.1　销售建议书 / 478
14.5.2　商业计划书 / 479
14.5.3　资助申请书 / 480
本章要点 / 481
习题与作业 / 482
注释 / 483
第15章　报告的撰写 / 484
开篇案例　STEM教育报告发布 / 485
15.1　报告的种类 / 486
15.2　报告针对的问题 / 488
15.3　报告撰写中的调研策略 / 489
15.3.1　查找在线信息和书面资料 / 489
15.3.2　评估网络资源 / 490
15.3.3　分析并设计调查内容 / 491
15.3.4　分析数字内容 / 496
15.3.5　分析模型 / 498
15.3.6　检查逻辑性 / 498
15.3.7　开展调查采访 / 499
15.3.8　运用焦点小组 / 500
15.3.9　运用在线网络 / 500
15.3.10　观察顾客与用户 / 500
15.3.11　运用调研技术 / 501
15.4　报告用资料的选择 / 502
15.5　报告中资料的组织 / 503
15.5.1　组织资料的模式 / 503
15.5.2　各种具体报告的模式 / 507
15.6　报告的风格和标题 / 511
15.7　原始资料的引用与文献标注 / 513
15.8　撰写进展报告 / 514
15.8.1　进展报告的其他用途 / 515
15.8.2　时序型进展报告 / 516
15.8.3　任务型进展报告 / 515
15.8.4　建议型进展报告 / 518
15.8.5　口头型进展报告 / 518
15.9　撰写正式报告 / 518
15.9.1　标题页 / 518
15.9.2　转送函或转送备忘录 / 529
15.9.3　内容目录 / 529
15.9.4　插图列表 / 530
15.9.5　摘要 / 530
15.9.6　引言 / 531
15.9.7　背景或历史 / 532
15.9.8　正文 / 532
15.9.9　结论与建议 / 532
15.9.10　附录 / 532
本章要点 / 533
习题与作业 / 534
注释 / 543
第16章　口头陈述 / 544
开篇案例　机器人索菲娅：演说家和公民 / 545
16.1　书面报告与口头陈述的比较 / 546
16.2　陈述目的的确定 / 547
16.3　陈述策略的制定 / 548
16.3.1　陈述类型的选择 / 549
16.3.2　使你的想法适应受众的需要 / 550
16.4　陈述信息的选择 / 550
16.4.1　数据资料的选择 / 551
16.4.2　证明材料的选择 / 551
16.5　陈述信息的组织 / 552
16.5.1　设计强有力的开头 / 552
16.5.2　构筑陈述的主体 / 555
16.5.3　设计强有力的结尾 / 556
16.6　设计视觉材料 / 557
16.6.1　设计PowerPoint幻灯片 / 558
16.6.2　创建Prezi图像 / 561
16.6.3　运用图形和表格 / 562
16.6.4　有效应用技术工具 / 563
16.7　有效陈述的实施 / 563
16.7.1　战胜恐惧 / 563
16.7.2　运用目光接触 / 564
16.7.3　练就悦耳的讲话声音 / 564
16.7.4　把握好站姿和手势 / 566
16.7.5　运用备注和视觉材料 / 566
16.7.6　促进受众的参与 / 566
16.7.7　加强练习 / 567
16.8　提问的处理 / 568
16.9　小组陈述 / 569
本章要点 / 570
习题与作业 / 571
注释 / 574
附录A　信函与电子邮件的格式
附录B　正确写作

Contents
Part One The Building Blocks of Effective Messages
1 Succeeding in Business 2
Newsworthy Communication 3
Benefits of Good Communication Skills 5
“I’ll Never Have to Write Because .?.?.” 6
Communicating on the Job 6
The Cost of Communication 7
Costs of Poor Communication 8
Wasted Time 9
Wasted Efforts 9
Lost Goodwill 9
Legal Problems 10
Basic Criteria for Effective Messages 11
Following Conventions 12
Understanding and Analyzing Business Communication Situations 12
Ethics 13
Corporate Culture 16
How to Solve Business Communication Problems 17
Gather Knowledge and Brainstorm Solutions. 17
Answer the Five Questions for Analysis. 17
Organize Your Information to Fit Your Audiences, Your Purposes, and the Situation. 18
Make Your Document Visually Inviting. 19
Revise Your Draft to Create a Friendly, Businesslike, Positive Style. 19
Edit Your Draft for Standard English; Double-Check Names and Numbers. 19
Use the Response You Get to Plan Future Messages. 20
Summary by Learning Objectives 20
Exercises and Cases 21
Notes 26
2 Adapting Your Message to Your Audience 28
Newsworthy Communication 29
Identifying Your Audiences 30
Analyzing Your Audience 31
Analyzing Individuals 31
Analyzing Members of Groups 32
Analyzing the Organizational Culture and the Discourse Community 34
Choosing Channels to Reach Your Audience 35
Using Audience Analysis to Adapt Your Message 37
1. How Will the Audience Initially React to the Message? 38
2. How Much Information Does the Audience Need? 38
3. What Obstacles Must You Overcome? 39
4. What Positive Aspects Can You Emphasize? 40
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 42
Characteristics of Good Audience Benefits 42
1. Adapt Benefits to the Audience. 42
2. Stress Intrinsic as Well as Extrinsic Motivators. 43
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 52
3 Building Goodwill 54
Newsworthy Communication 55
You-Attitude 56
Consider Cultural Differences with International Audiences 57
How to Create You-Attitude 57
You-Attitude beyond the Sentence Level 59
Positive Emphasis 60
How to Create Positive Emphasis 61
How to Check Positive Emphasis 65
Positive Psychology 65
Tone, Power, and Politeness 66
Use Courtesy Titles for People You Don't Know Well 67
Be Aware of the Power Implications of Word Choice 67
Trust 67
Using Technology to Build Goodwill 67
Reducing Bias in Business Communication 68
Making Language Nonsexist 69
Making Language Nonracist and Nonageist 72
Talking about People with Disabilities and Diseases 73
Choosing Bias-Free Photos and Illustrations 74
Summary by Learning Objectives 74
Exercises and Cases 75
Notes 78
Part Two　The Communication Process
4 Planning, Composing, and Revising 80
Newsworthy Communication 81
The Ways Good Writers Write 82
Ethics and the Writing Process 82
Activities in the Composing Process 83
Using Your Time Effectively 84
Brainstorming, Planning, and Organizing Business Documents 85
Overcoming Writer's Block 85
Writing Good Business and Administrative Documents 86
Business Styles 87
The Plain Language Movement 88
Individualized Styles 88
Half-Truths about Business Writing 89
Half-Truth 1: “Write as You Talk.” 89
Half-Truth 2: “Never Use I.” 90
Half-Truth 3: “Never Use You.” 90
Half-Truth 4: “Never Begin a Sentence with And or But.” 90
Half-Truth 5: “Never End a Sentence with a Preposition.” 90
Half-Truth 6: “Never Have a Sentence with More Than 20 Words, or a Paragraph with More Than 8 Lines.” 90
Half-Truth 7: “Big Words Impress People.” 90
Half-Truth 8: “Business Writing Does Not Document Sources.” 91
Ten Ways to Make Your Writing Easier to Read 91
As You Choose Words 91
As You Write and Revise Sentences 94
As You Write and Revise Paragraphs 101
Organizational Preferences for Style 103
Revising, Editing, and Proofreading 103
What to Look for When You Revise 104
What to Look for When You Edit 105
How to Catch Typos 107
Getting and Using Feedback 107
Using Boilerplate 109
Readability Formulas 109
Summary by Learning Objectives 110
Exercises and Cases 110
Notes 116
5 Designing Documents 118
Newsworthy Communication 119
Why Document Design Is Important 120
Design Conventions 121
The Four Levels of Document Design 121
Design Guidelines 122
1. Strategize Font Choices. 122
2. Minimize Use of Words in All Capital Letters. 124
3. Use White Space. 124
4. Strategize Margin Choices. 127
5. Place Elements for Deliberate Emphasis. 127
6. Unify Elements with Grids. 127
7. Use Headings. 128
8. Unify Documents with Consistent, Sparing Decorative Strategies. 129
How to Incorporate Design into the Writing Process 129
Analyzing Your Rhetorical Situation 130
Researching Your Topic 130
Drafting the Text 130
Selecting Appropriate Visuals 131
Creating the Design 132
Printing/Publishing 133
How to Design Inclusively 133
How to Test Documents for Usability 135
Designing Brochures 136
Designing Infographics 138
Determining the Story You Want to Tell 138
Selecting a Visual Representation for Information 138
Putting It All Together 140
Designing Websites 141
Attracting and Maintaining Attention 141
Creating a Helpful Home Page and Navigation 141
Following Conventions 142
Adapting to Delivery Methods 143
Designing Inclusive Websites 143
Testing Websites for Usability 144
Summary by Learning Objectives 144
Exercises and Cases 145
Notes 149
6 Communicating across Cultures 150
Newsworthy Communication 151
Cultural Awareness 152
Intercultural Competence 153
Global Agility 153
Local Culture Adaptations 154
Outsourcing and Offshoring 155
International Career Experience 155
Diversity in North America 156
Beyond Stereotypes 157
Ways to Look at Culture 158
Values, Beliefs, and Practices 160
Global English 162
Nonverbal Communication across Cultures 164
Listening 164
Body Language 165
Eye Contact 165
Facial Expressions 165
Gestures 167
Personal Space 167
Touch 168
Time 168
Writing to International Audiences 169
Learning More about International Business Communication 171
Summary by Learning Objectives 171
Exercises and Cases 172
Notes 177
7 Working and Writing in Teams 180
Newsworthy Communication 181
Team Interactions 183
Ground Rules for Teams 183
Etiquette 184
Roles in Teams 184
Leadership in Teams 185
Decision-Making Strategies 186
Feedback Strategies 188
Characteristics of Successful Student Teams 188
Peer Pressure and Groupthink 189
Working on Diverse Teams 190
Conflict Resolution 191
Active Listening to Avoid Conflict 191
Steps in Conflict Resolution 193
Criticism Responses 195
You-Attitude in Conflict Resolution 196
Effective Meetings 196
Technology in Teams 198
Collaborative Writing 199
Planning the Work and the Document 200
Composing the Drafts 200
Revising the Document 200
Editing and Proofreading the Document 201
Making the Team Process Work 201
Summary by Learning Objectives 202
Exercises and Cases 202
Notes 208
Part Three Basic Business Messages
8 Sharing Informative and Positive Messages with Appropriate Technology 210
Newsworthy Communication 211
Purposes of Informative and Positive Messages 212
Reasons to Use Technology to Share Messages 213
Meet Audience Expectations 213
Reach a Wider Audience 213
Shorten Response Time 213
Make a Broader Impact 214
Common Technological Platforms for Sharing Messages 214
Phone Calls 214
Websites 214
Email 214
Text Messages 215
Social Media 215
Applications 218
Video 219
Building Goodwill Using Technology 220
Focus on Benefits 220
Frame Benefits for a Policy Change 220
Frame Benefits to Build Goodwill 221
Connect with Your Audience 223
Avoid Information Overload 224
Using Face-to-Face Communication 227
Platform-Specific Best Practices for Sharing Messages 227
Phone Calls 228
Email 229
Social Media 231
Organizing Informative and Positive Messages 235
Subject Lines for Informative and Positive Messages 236
Making Subject Lines Specific 238
Making Subject Lines Concise 239
Making Subject Lines Appropriate for the Pattern of Organization 239
Pointers for Email Subject Lines 239
Managing the Information in Your Messages 240
Organizing Transmittals 240
Organizing Summaries 240
Ending Informative and Positive Messages 241
Example Problem: Which Email Is Better? 242
Problem 242
Analysis of the Problem 243
Discussion of Sample Solutions 243
Summary by Learning Objectives 247
Exercises and Cases 248
Notes 254
9 Delivering Negative Messages 256
Newsworthy Communication 257
Purposes of Negative Messages 258
Organizing Negative Messages 259
Giving Bad News to Clients and Customers 259
Giving Bad News to Superiors 260
Giving Bad News to Peers and Subordinates 261
The Parts of a Negative Message 264
Subject Lines 264
Buffers 264
Reasons 265
Refusals 266
Alternatives 266
Endings 267
Apologies 267
Cross-Cultural Apologizing 268
Settling Lawsuits to Avoid an Apology 269
Tone in Negative Messages 270
Alternative Strategies for Negative Situations 271
Recasting the Situation as a Positive Message 271
Recasting the Situation as a Persuasive Message 272
Varieties of Negative Messages 272
Claims and Complaints 272
Rejections and Refusals 273
Disciplinary Notices and Negative Performance Reviews 274
Layoffs and Firings 274
Ethical Issues and Negative Messages 275
Using Technology for Negative Messages 275
Solving a Sample Problem 276
Problem 276
Analysis of the Problem 277
Discussion of the Sample Solutions 277
Summary by Learning Objectives 280
Exercises and Cases 281
Notes 290
10 Crafting Persuasive Messages 292
Newsworthy Communication 293
Purposes of Persuasive Messages 294
Analyzing Persuasive Situations 295
1. What Do You Want People to Do? 295
2. What Objections, If Any, Will the Audience Have? 295
3. How Strong Is Your Case? 296
4. What Kind of Persuasion Is Best for the Situation? 298
5. What Kind of Persuasion Is Best for the Organization and the Culture? 299
Choosing a Persuasive Strategy 300
Why Threats and Punishment Are Less Effective Than Persuasion 300
Making Persuasive Direct Requests 301
Writing Persuasive Problem-Solving Messages 303
Subject Lines for Problem-Solving Messages 303
Developing a Common Ground 304
Explaining the Solution 305
Dealing with Objections 305
Offering a Reason for the Audience to Act Promptly 307
Building Emotional Appeal 308
Tone in Persuasive Messages 309
Varieties of Persuasive Messages 310
Performance Reviews 310
Letters of Recommendation 312
Sales and Fund-Raising Messages 314
Organizing a Sales or Fund-Raising Message 314
Strategy in Sales Messages and Fund-Raising Appeals 318
Writing Style 321
Technology and Persuasion 324
Face-to-Face Persuasion 325
Solving a Sample Problem 325
Problem 325
Analysis of the Problem 325
Discussion of the Sample Solutions 327
Summary by Learning Objectives 329
Exercises and Cases 331
Notes 338
Part Four The Job Hunt
11 Developing Job Application Materials 340
Newsworthy Communication 341
Conducting a Job Search 342
Using the Internet Effectively in Your Job Search 343
Building Relationships through Networking 344
Building Relationships through Internships 345
Establishing a Reputation Online 345
Using Social Networking Sites with Care 346
How Employers Use Résumés 347
Guidelines for Résumés 348
Length 348
Emphasis 348
Details 349
Writing Style 349
Key Words 350
Layout and Design 351
Kinds of Résumés 351
What to Include in a Résumé 354
Name and Contact Information 354
Education 355
Honors and Awards 357
Experience 357
Other Skills 360
Activities 360
Portfolio 361
Dealing with Difficulties 361
“I Don’t Have Any Experience.” 361
“All My Experience Is in My Family’s Business.” 361
“I Want to Change Fields.” 362
“I’ve Been Out of the Job Market for a While.” 362
“I Was Laid Off.” 362
“I Was Fired.” 363
Sending Your Résumé Electronically 363
Honesty 364
Job Application Letters 367
How Content Differs in Job Letters and Résumés 367
How to Find Out about Employers and Jobs 367
The Hidden Job Market 368
Content and Organization for Job Application Letters 368
How to Organize Solicited Letters 369
How to Organize Prospecting Letters 372
First Paragraphs of Solicited Letters 372
First Paragraphs of Prospecting Letters 373
Showing a Knowledge of the Position and the Company 374
Showing What Separates You from Other Applicants 375
Writing the Last Paragraph 375
Email Application Letters 376
Creating a Professional Image 378
Writing Style 378
Positive Emphasis 378
You-Attitude 379
Paragraph Length and Unity 380
Letter Length 380
Editing and Proofreading 380
Follow-Up 380
Social Networking and Personal Websites 380
Summary by Learning Objectives 381
Exercises and Cases 382
Notes 394
12 Interviewing, Writing Follow-Up Messages, and Succeeding in the Job 396
Newsworthy Communication 397
Interview Channels 398
Campus Interviews 399
Phone Interviews 399
Video Interviews 400
Interview Strategy 400
Interview Preparation 401
Final Research 401
Elevator Speech 401
Travel Planning 402
Attire 402
Professional Materials 402
Interview Practice 404
Interview Customs 404
Behavior 404
Meal Etiquette 405
Note-Taking 406
Interview Segments 406
Traditional Interview Questions and Answers 407
Kinds of Interviews 412
Behavioral Interviews 412
Situational Interviews 413
Stress Interviews 413
Group Interviews 415
Multiple Interviews 415
Final Steps for a Successful Job Search 416
Following Up with Phone Calls and Written Messages 416
Negotiating for Salary and Benefits 416
Deciding Which Offer to Accept 418
Dealing with Rejection 419
Starting Your Career 419
Your First Full-Time Job 419
A Long-Term Strategy 420
Summary by Learning Objectives 421
Exercises and Cases 422
Notes 426
Part Five Proposals and Reports
13 Creating Visuals and Data Displays 428
Newsworthy Communication 429
When to Use Visuals and Data Displays 431
Guidelines for Creating Effective Visuals and Data Displays 431
1. Check the Quality of the Data. 432
2. Determine the Story You Want to Tell. 432
3. Choose the Right Visual or Data Display for the Story. 433
4. Follow Conventions. 434
5. Use Color and Decoration with Restraint. 435
6. Be Accurate and Ethical. 437
7. Use Appropriate Software. 439
Integration of Visuals and Data Displays into Your Text 440
Conventions for Specific Visuals and Data Displays 441
Photographs 441
Infographics 441
Drawings 442
Maps 443
Tables 449
Charts and Graphs 449
Dynamic Displays 452
Summary by Learning Objectives 453
Exercises and Cases 454
Notes 465
14 Writing Proposals 466
Newsworthy Communication 467
Defining Proposals 468
Brainstorming for Writing Proposals 469
Proposal Questions 469
Proposal Style 470
Organizing Proposals 471
Proposals for Class Research Projects 471
Proposals for Businesses 477
Preparing the Budget and Costs Sections 477
Writing Proposal Varieties 478
Sales Proposals 478
Business Plans 479
Grant Proposals 480
Summary by Learning Objectives 481
Exercises and Cases 482
Notes 483
15 Writing Reports 484
Newsworthy Communication 485
Varieties of Reports 486
Report Problems 488
Research Strategies for Reports 489
Finding Information Online and in Print 489
Evaluating Web Sources 490
Analyzing and Designing Surveys 491
Analyzing Numbers 496
Analyzing Patterns 498
Checking Your Logic 498
Conducting Research Interviews 499
Using Focus Groups 500
Using Online Networks 500
Observing Customers and Users 500
Using Technology for Research 501
Choosing Information for Reports 502
Organizing Information in Reports 503
Patterns for Organizing Information 503
Patterns for Specific Varieties of Reports 507
Report Style and Headings 511
Source Citation and Documentation 513
Writing Progress Reports 514
Other Uses of Progress Reports 515
Chronological Progress Reports 516
Task Progress Reports 516
Recommendation Progress Reports 518
Oral Progress Reports 518
Writing Formal Reports 518
Title Page 518
Letter or Memo of Transmittal 529
Table of Contents 529
List of Illustrations 530
Executive Summary 530
Introduction 531
Background or History 532
Body 532
Conclusions and Recommendations 532
Appendices 532
Summary by Learning Objectives 533
Exercises and Cases 534
Notes 543
16 Making Oral Presentations 544
Newsworthy Communication 545
Comparing Written and Oral Messages 546
Identifying Purposes in Presentations 547
Planning a Strategy for Your Presentation 548
Choosing the Kind of Presentation 549
Adapting Your Ideas to the Audience 550
Choosing Information to Include 550
Choosing Data 551
Choosing Demonstrations 551
Organizing Your Information 552
Planning a Strong Opening 552
Structuring the Body 555
Planning a Strong Conclusion 556
Planning Visuals 557
Designing PowerPoint Slides 558
Creating a Prezi 561
Using Figures and Tables 562
Using Technology Effectively 563
Delivering an Effective Presentation 563
Dealing with Fear 563
Using Eye Contact 564
Developing a Good Speaking Voice 564
Standing and Gesturing 566
Using Notes and Visuals 566
Involving Your Audience 566
Practicing 567
Handling Questions 568
Making Group Presentations 569
Summary by Learning Objectives 570
Exercises and Cases 571
Notes 574
Appendix A Formatting Letters and Email Messages
Appendix B Writing Correctly