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10 9 8 7 6 5 4 3 2 1
CKV
Library and Archives Canada Cataloguing in Publication
Bovée, Courtland L., author
Business communication essentials / Courtland L.
Bovée (Professor of Business Communication, C. Allen Paul
Distinguished Chair, Grossmont College), John V. Thill
(Chairman and Chief Executive Officer, Global
Communication Strategies), Jean A. Scribner (Program
Head, Curriculum, Communication Department, British
Columbia Institute of Technology). — Fourth Canadian edition.
Includes bibliographical references and index.
ISBN 978-0-13-350870-3 (pbk.)
1. Business communication—Textbooks. I. Scribner, Jean,
author II. Thill, John V., author III. Title.
HF5718.B96 2015
ISBN 978-0-13-350870-3
651.7
C2014-908460-9
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Contents in Brief
Part 1 Business Communication Foundations 1Understanding Business Communication in Today’s Workplace … 1
2 Mastering Team Skills and Interpersonal Communication … 24
Part 2 The Three-Step Writing Process 3 Planning Business Messages … 47
4Writing Business Messages … 69
5 Completing Business Messages … 94
Part 3 Brief Business Messages 6 Crafting Messages for Electronic Media … 117
7 Writing Routine and Positive Messages … 149
8 Writing Negative Messages … 174
9 Writing Persuasive Messages … 199
Part 4 Longer Business Messages 10 Understanding and Planning Reports and Proposals … 225
11 Writing and Completing Reports and Proposals … 257
12 Developing Oral and Online Presentations … 308
Part 5 Employment Messages and Job Interviews 13 Building Careers and Writing Résumés … 336
14 Applying and Interviewing for Employment … 370
A P P E N D I X A Format and Layout of Business Documents … 399
A P P E N D I X B Documentation of Report Sources … 416
A P P E N D I X C Correction Symbols … 423
[ v]
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Contents
Preface … xi
Part 1 Business Communication Foundations 1Understanding Business
Communication in Today’s
Workplace … 1
Understanding Why Communication
Matters … 1
Communication Is Important to Your Career … 2
Communication Is Important to Your Company … 3
What Makes Business Communication
Effective? … 3
Communicating as a Professional … 4
Understanding What Employers Expect from You … 5
Communicating in an Organizational Context … 5
Adopting an Audience-Centred Approach … 6
Exploring the Communication Process … 7
The Basic Communication Model … 7
The Social Communication Model … 9
Committing to Ethical Communication … 10
Distinguishing Ethical Dilemmas from
Ethical Lapses … 11
Making Ethical Choices … 11
Communicating in a World of Diversity … 11
The Advantages and Challenges of a Diverse
Workforce … 11
Key Aspects of Cultural Diversity … 12
Advice for Improving Intercultural
Communication … 15
Using Technology to Improve Communication … 17
Keeping Technology in Perspective … 17
Using Tools Productively … 17
Guarding Against Information Overload … 17
Reconnecting with People Frequently … 18
Learning Objectives: Check Your Progress … 18
Practise Your Grammar … 19
Test Your Knowledge … 20
Apply Your Knowledge … 20
Practise Your Skills … 20
Business Communication Notebook … 23
2Mastering Team Skills and
Interpersonal Communication … 24
[vi]
Communicating Effectively in Teams … 24
Advantages and Disadvantages of Teams … 25
Characteristics of Effective Teams … 25
Collaborating on Communication Efforts … 26
Guidelines for Collaborative Writing … 26
Technologies for Collaborative Writing … 27
Giving—and Responding to—Constructive
Feedback … 29
Making Your Meetings More Productive … 30
Preparing for Meetings … 30
Conducting and Contributing to Efficient
Meetings … 30
Using Meeting Technologies … 31
Improving Your Listening Skills … 34
Recognizing Various Types of Listening … 34
Understanding the Listening Process … 34
Overcoming Barriers to Effective Listening … 35
Improving Your Nonverbal Communication
Skills … 36
Developing Your Business Etiquette … 37
Business Etiquette in the Workplace … 38
Business Etiquette in Social Settings … 38
Business Etiquette Online … 40
Learning Objectives: Check Your Progress … 41
Practise Your Grammar … 42
Test Your Knowledge … 42
Apply Your Knowledge … 42
Practise Your Skills … 43
Business Communication Notebook … 46
Part 2 The Three-Step Writing Process
3Planning Business Messages … 47
Understanding the Three-Step Writing
Process … 47
Analyzing the Situation … 49
Defining Your Purpose … 49
Developing an Audience Profile … 50
Gathering Information … 52
Uncovering Audience Needs … 53
Providing Required Information … 53
Selecting the Right Medium … 53
Oral Media … 53
Written Media … 54
Visual Media … 54
Electronic Media … 54
Factors to Consider When Choosing Media … 56
Organizing Your Message … 57
Defining Your Main Idea … 58
Limiting Your Scope … 58
Choosing Between Direct and Indirect
Approaches … 59
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Contents [ vi i ]
Outlining Your Content … 60
Building Reader Interest with Storytelling
Techniques … 61
Learning Objectives: Check Your Progress … 63
Practise Your Grammar … 64
Test Your Knowledge … 64
Apply Your Knowledge … 64
Practise Your Skills … 65
Business Communication Notebook … 67
4Writing Business Messages … 69
Being Sensitive to Your Audience’s Needs … 69
Adopting the “You” Attitude … 70
Maintaining Standards of Etiquette … 70
Emphasizing the Positive … 72
Using Bias-Free Language … 72
Building Strong Relationships with Your Audience … 74
Establishing Your Credibility … 74
Projecting Your Company’s Image … 75
Controlling Your Style and Tone … 75
Creating a Conversational Tone … 75
Using Plain Language … 76
Selecting Active or Passive Voice … 77
Composing Your Message: Choosing
Powerful Words … 77
Balancing Abstract and Concrete Words … 79
Finding Words That Communicate Well … 79
Composing Your Message: Creating Effective
Sentences … 80
Varying the Four Types of Sentences … 80
Using Sentence Style to Emphasize Key Thoughts … 82
Composing Your Message: Crafting Coherent
Paragraphs … 83
Creating the Elements of a Paragraph … 83
Developing Paragraphs … 85
Using Technology to Compose and Shape Your
Messages … 85
Learning Objectives: Check Your Progress … 86
Practise Your Grammar … 87
Test Your Knowledge … 87
Apply Your Knowledge … 88
Practise Your Skills … 88
Business Communication Notebook … 92
5Completing Business Messages … 94
Revising Your Message: Evaluating the First Draft … 94
Evaluating Your Content, Organization, and Tone … 95
Evaluating, Editing, and Revising the Work of Other
Writers … 95
Revising to Improve Readability … 97
Varying Your Sentence Length … 97
Keeping Your Paragraphs Short … 98
Using Lists and Bullets to Clarify and Emphasize … 98
Adding Headings and Subheadings … 99
Editing for Clarity and Conciseness … 99
Editing for Clarity … 99
Editing for Conciseness … 101
Using Technology to Revise Your Message … 102
Producing Your Message … 103
Designing for Readability … 103
Designing Multimedia Documents … 106
Using Technology to Produce Your Message … 107
Proofreading Your Message … 108
Distributing Your Message … 109
Learning Objectives: Check Your Progress … 110
Practise Your Grammar … 111
Test Your Knowledge … 111
Apply Your Knowledge … 111
Practise Your Skills … 111
Business Communication Notebook … 115
Part 3 Brief Business Messages
6 Crafting Messages for Electronic
Media … 117
Using Electronic Media for Business
Communication … 117
Media Choices for Brief Messages … 118
Compositional Modes for Electronic Media … 120
Creating Content for Social Media … 122
Social Networks … 123
Business Communication Uses of Social
Networks … 123
Strategies for Business Communication on Social
Networks … 125
Information and Media Sharing Sites … 126
User-Generated Content Sites … 126
Media Curation Sites … 127
Community Q&A Sites … 127
Email … 127
Planning Email Messages … 128
Writing Email Messages … 128
Completing Email Messages … 130
Instant Messaging and Text Messaging … 131
Understanding the Benefits and Risks of IM … 131
Adapting the Three-Step Process for
Successful IM … 131
Creating Effective Business Blogs … 132
Understanding the Business Applications
of Blogging … 133
Adapting the Three-Step Process for
Successful Blogging … 134
Microblogging … 137
Podcasting … 138
Learning Objectives: Check Your Progress … 139
Practise Your Grammar … 141
Test Your Knowledge … 141
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[ v i i i ] C ontents
Apply Your Knowledge … 141
Practise Your Skills … 141
Cases … 144
Business Communication Notebook … 148
7Writing Routine and Positive
Messages … 149
Strategy for Routine Requests … 149
Stating Your Request Up Front … 150
Explaining and Justifying Your Request … 150
Requesting Specific Action in a
Courteous Close … 150
Common Examples of Routine Requests … 150
Asking for Information or Action … 150
Asking for Recommendations … 151
Making Claims and Requesting Adjustments … 153
Strategy for Routine Replies and Positive
Messages … 153
Starting with the Main Idea … 155
Providing Necessary Details and Explanation … 155
Ending with a Courteous Close … 155
Common Examples of Routine Replies and Positive
Messages … 155
Answering Requests for Information
or Action … 156
Granting Claims and Requests for Adjustment … 156
Sharing Routine Information … 158
Announcing Good News … 158
Fostering Goodwill … 160
Writing Procedures … 163
Learning Objectives: Check Your Progress … 165
Practise Your Grammar … 165
Test Your Knowledge … 166
Apply Your Knowledge … 166
Practise Your Skills … 166
Cases … 168
Business Communication Notebook … 172
8Writing Negative Messages … 174
Using the Three-Step Writing Process for Negative
Messages … 174
Step 1: Planning Negative Messages … 175
Step 2: Writing Negative Messages … 176
Step 3: Completing Negative Messages … 176
Using the Direct Approach for Negative
Messages … 177
Opening with a Clear Statement of the
Bad News … 177
Providing Reasons and Additional Information … 177
Closing on a Positive Note … 178
Using the Indirect Approach for Negative
Messages … 178
Opening with a Buffer … 178
Providing Reasons and Additional Information … 179
Continuing with a Clear Statement of the
Bad News … 180
Closing on a Positive Note … 181
Sending Negative Messages on Routine Business
Matters … 182
Making Negative Announcements on Routine Business
Matters … 182
Rejecting Suggestions and Proposals … 182
Refusing Routine Requests … 182
Handling Bad News About Transactions … 183
Refusing Social Networking Recommendation
Requests … 184
Refusing Claims and Requests for
Adjustment … 185
Sending Negative Organizational News … 186
Responding to Negative Information in a Social Media
Environment … 187
Learning Objectives: Check Your Progress … 188
Practise Your Grammar … 190
Test Your Knowledge … 190
Apply Your Knowledge … 190
Practise Your Skills … 190
Cases … 193
Business Communication Notebook … 197
9Writing Persuasive Messages … 199
Using the Three-Step Writing Process for Persuasive
Messages … 199
Step 1: Planning Persuasive Messages … 200
Step 2: Writing Persuasive Messages … 202
Step 3: Completing Persuasive Messages … 202
Developing Persuasive Business Messages … 202
Framing Your Arguments … 203
Balancing Emotional and Logical Appeals … 204
Reinforcing Your Position … 205
Anticipating Objections … 206
Avoiding Common Mistakes in Persuasive
Communication … 206
Common Examples of Persuasive Business
Messages … 207
Persuasive Requests for Action … 207
Persuasive Presentation of Ideas … 208
Persuasive Claims and Requests for
Adjustments … 209
Developing Marketing and Sales Messages … 209
Planning Marketing and Sales Messages … 210
Writing Conventional Marketing and
Sales Messages … 211
Writing Promotional Messages for Social Media … 211
Maintaining High Ethical and Legal Standards … 213
Learning Objectives: Check Your Progress … 214
Practise Your Grammar … 215
Test Your Knowledge … 215
Apply Your Knowledge … 215
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C ontents [ i x]
Practise Your Skills … 215
Cases … 218
Business Communication Notebook … 223
Part 4 Longer Business Messages
10Understanding and Planning Reports
and Proposals … 225
Applying the Three-Step Writing Process to Reports and
Proposals … 225
Analyzing the Situation … 226
Gathering Information … 227
Selecting the Right Medium … 227
Organizing Your Information … 227
Supporting Your Messages with Reliable
Information … 230
Planning Your Research … 230
Locating Data and Information … 230
Evaluating Information Sources … 231
Using Your Research Results … 231
Conducting Secondary Research … 233
Finding Information at a Library … 233
Finding Information Online … 234
Documenting Your Sources … 236
Conducting Primary Research … 236
Conducting Surveys … 236
Conducting Interviews … 237
Planning Informational Reports … 237
Organizing Informational Reports … 238
Organizing Infographic Reports … 239
Organizing Website Content … 240
Planning Analytical Reports … 240
Focusing on Conclusions … 242
Focusing on Recommendations … 243
Focusing on Logical Arguments … 244
Planning Proposals … 246
Learning Objectives: Check Your Progress … 248
Practise Your Grammar … 249
Test Your Knowledge … 249
Apply Your Knowledge … 249
Practise Your Skills … 249
Cases … 252
Business Communication Notebook … 255
11 Writing and Completing Reports and
Proposals … 257
Writing Reports and Proposals … 257
Adapting to Your Audience … 257
Drafting Report Content … 259
Drafting Proposal Content … 263
Writing for Websites and Wikis … 264
Drafting Website Content … 264
Collaborating on Wikis … 265
Illustrating Your Reports with Effective Visuals … 265
Choosing the Right Visual for the Job … 266
Designing Effective Visuals … 273
Integrating Visuals with Text … 273
Proofreading for Accuracy and Ethics … 275
Completing Reports and Proposals … 275
Revising Reports and Proposals … 275
Producing Formal Reports and Proposals … 275
Distributing Your Reports and Proposals … 294
Learning Objectives: Check Your Progress … 295
Practise Your Grammar … 296
Test Your Knowledge … 296
Apply Your Knowledge … 296
Practise Your Skills … 297
Cases … 298
Business Communication Notebook … 306
12Developing Oral and Online
Presentations … 308
Planning a Presentation … 308
Analyzing the Situation … 309
Selecting the Right Medium … 309
Organizing Your Presentation … 311
Developing a Presentation … 314
Adapting to Your Audience … 315
Composing Your Presentation … 315
Enhancing Your Presentation with Effective Visuals … 317
Choosing Structured or Free-Form Slides … 318
Designing Effective Slides … 320
Completing a Presentation … 323
Finalizing Your Slides … 324
Creating Effective Handouts … 324
Choosing Your Presentation Method … 324
Practising Your Delivery … 326
Delivering a Presentation … 327
Overcoming Anxiety … 327
Handling Questions Responsively … 327
Embracing the Backchannel … 328
Giving Presentations Online … 329
Learning Objectives: Check Your Progress … 330
Practise Your Grammar … 331
Test Your Knowledge … 331
Apply Your Knowledge … 331
Practise Your Skills … 331
Cases … 333
Business Communication Notebook … 334
Part 5 Employment Messages and Job Interviews
13Building Careers and Writing
Résumés … 336
Building Careers … 336
Understanding Today’s Dynamic Workplace … 336
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[ x ] Contents
Adapting to Today’s Job Market … 338
Building an Employment Portfolio … 339
Building Your Personal Brand … 340
Finding the Ideal Opportunity in Today’s
Job Market … 342
Researching Industries and Companies
of Interest … 342
Translating Your General Potential into a Specific
Solution for Each Employer … 343
Taking the Initiative to Find Opportunities … 344
Building Your Network … 344
Seeking Career Counselling … 345
Avoiding Mistakes … 345
Planning Your Résumé … 345
Analyzing Your Purpose and Audience … 346
Gathering Pertinent Information … 347
Selecting the Best Medium … 347
Organizing Your Résumé Around Your Strengths … 347
Addressing Areas of Concern … 351
Writing Your Résumé … 351
Keeping Your Résumé Honest … 351
Adapting Your Résumé to Your Audience … 352
Composing Your Résumé … 352
Completing Your Résumé … 359
Revising Your Résumé … 359
Producing Your Résumé … 360
Proofreading Your Résumé … 363
Distributing Your Résumé … 363
Learning Objectives: Check Your Progress … 364
Practise Your Grammar … 365
Test Your Knowledge … 365
Apply Your Knowledge … 365
Practise Your Skills … 365
Cases … 367
Business Communication Notebook … 368
14Applying and Interviewing for
Employment … 370
Submitting Your Résumé and Application Letter … 370
Writing Application Letters … 370
Following Up After Submitting a Résumé … 374
Understanding the Interviewing Process … 375
The Typical Sequence of Interviews … 375
Common Types of Interviews … 376
Interview Media … 377
What Employers Look for in an Interview … 378
Pre-employment Testing and BackgroundChecks … 378
Preparing for a Job Interview … 379
Learning About the Organization … 379
Thinking Ahead About Questions … 379
Bolstering Your Confidence … 381
Polishing Your Interview Style … 381
Presenting a Professional Image … 384
Being Ready When You Arrive … 385
Interviewing for Success … 386
The Warm-Up … 386
The Question-and-Answer Stage … 386
The Close … 387
Interview Notes … 388
Following Up After an Interview … 388
Thank-You Message … 388
Message of Inquiry … 388
Request for a Time Extension … 389
Letter of Acceptance … 389
Letter Declining a Job Offer … 390
Letter of Resignation … 391
Learning Objectives: Check Your Progress … 391
Practise Your Grammar … 392
Test Your Knowledge … 392
Apply Your Knowledge … 393
Practise Your Skills … 393
Cases … 396
Business Communication Notebook … 398
A P P E N D I X A Format and Layout of Business
Documents … 399
A P P E N D I X B Documentation of Report Sources … 416
A P P E N D I X C Correction Symbols … 423
Endnotes … 426
Credits … 440
Index … 443
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Preface
No matter what profession you want to pursue, the ability to communicate will be an
essential skill—and a skill that employers expect you to have when you enter the workforce. This course introduces you to the fundamental ­principles of business communication and gives you the opportunity to develop your communication skills. You’ll discover
how business communication differs from personal and social communication, and you’ll
see how today’s companies are using blogs, social networks, podcasts, virtual worlds,
wikis, and other technologies. You’ll learn a simple three-step writing process that works
for all types of writing and speaking projects, both in college and on the job. Along the
way, you’ll gain valuable insights into ethics, etiquette, listening, teamwork, and nonverbal communication. Plus, you’ll learn effective strategies for the many types of communication challenges you’ll face on the job, from routine messages about transactions to
complex reports and websites.
Business Communication Essentials offers you the opportunity to practise communication skills that will help you get jobs and be promoted in today’s workplace. In the words
of one Canadian business leader, your communication skills can give you “a sustainable
competitive advantage. Technology changes rapidly but your ability to write and speak
clearly will support you throughout your career.”1 The new, fourth Canadian edition is
student-friendly and features the most extensive end-of-chapter activities available,
including questions, exercises, assignments, and cases. P
­ ackaged with MyBCommLab,
this edition gives you access to tools for building your language skills while you develop
your business communication know-how.
New to This Edition
The key themes and elements in this edition include the following:
The social communication model. This edition includes up-to-date coverage of the
social communication model that is redefining business communication and reshaping
the relationships between companies and their stakeholders. Social media concepts and
techniques are integrated throughout the book, from career planning to presentations.
Here are some examples:
• Social media questions, activities, and cases appear throughout the book, using Twitter,
Facebook, and other media that have been incorprated into the business world.
• Examples of business applications of social media are illustrated and annotated to
explain how companies use these tools.
• Infographics and other social–visual communication strategies are explained and
illustrated in Chapters 3 and 10.
• The Twitter-enabled backchannel, which is impacting electronic presentations, is covered in Chapter 12.
• Tips on using social networking in the job search process are included in Chapters 13
and 14.
Compositional modes for electronic media. For all the benefits they offer, social media
and other innovations place new demands on business communicators. This edition
gives you practice in nine important modes of writing for electronic media (Chapter 6).
Personal branding. As the workforce continues to evolve, taking control of your career
is more important than ever. An important first step is clarifying and communicating
your personal brand, covered in the employment-message chapters (Chapters 13 and 14).
[ xi ]
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[ x i i ] Preface
Storytelling techniques. Some of the most effective business messages, from advertising
to proposals to personal branding, rely on storytelling techniques.
Full implementation of objective-driven learning. Every aspect of this textbook is
organized by learning objectives, from the chapter content to the end-of-chapter summary and student activities, which makes it easier for you to study, practise, check your
progress, and focus on those areas where you need a little extra work.
New communication cases. Communication cases give you the opportunity to solve
real-world communication challenges using the media skills you’ll be expected to have in
today’s workplace; many of the cases in this edition are new or revised.
New figures and more annotated model documents. Dozens of new figures provide
examples of the latest trends in business communication. You can now learn from more
than 50 annotated model documents, ranging from printed letters and reports to websites, blogs, and social networking sites.
Real-Time Updates. This new feature allows students to connect with carefully selected
online media items. These elements complement the text’s coverage by providing
­contemporary examples and valuable insights from successful professionals. They can be
accessed through MyBCommLab.
New or Expanded Content
The following topics are revised with new material, or streamlined for more efficient
­coverage:
The Communication Context
•
•
•
•
Understanding why communication matters
Communicating as a professional
Communicating in a world of diversity
Sensitivity to age and gender differences in the workplace
• The social communication model—improved illustrations
• Writing for multilingual audiences—new example
Teamwork & Interpersonal
• Communicating effectively in teams—new coverage of collaboration strategies and
technologies
• Improving your nonverbal communication skills—new coverage of nonverbal signals
as an element of professionalism
• Business etiquette in the workplace, in social settings, and online
Audience Analysis & Communication Planning
• Audience and context analysis—expanded coverage
• Considerations for choice of media—expanded to include oral, written, visual, and
electronic media
• Business communication uses of social networks
Writing, Style & Tone
• Additional resources for clarity and conciseness—streamlined through use of tables to
be more user friendly for students
• Increased emphasis on maintaining professional style and tone
• More discussion of online writing tools and readability in layout and design
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Preface [ xi i i ]
Compositional Modes for Business Communication
•
•
•
•
•
•
•
•
•
Writing email messages—streamlined
Creating content for social media
Tips for applying the three-part process to blogging, podcasting, and microblogging
New material on requesting a recommendation, offering condolences, and integrating
news releases into social media
New material on news
Rejecting a request for a recommendation such as for LinkedIn
Tips on rejecting suggestions, proposals, requests for recommendations, or social
­networking requests
New cases for social media, negative messages, and persuasive messages, including
handling negative commentary in social networking
More coverage on persuasive appeals
Report & Proposal Writing
• More emphasis on:
• evaluation of sources, including use of social media sources, the importance of
citation, and Canadian “fair dealing” uses of others’ material
• how to summarize, including an improved example
• Infographic reporting, including online resources for making infographics and new
activities to practise creating them
• Converted text to tables to improve the readability of this long chapter (five pages
shorter without losing sample documents)
• Expanded tips on drafting for websites, wikis, reports, and proposals
Presentations
• More tips and improved samples on designing effective slides
• Expanded discussion of advantages and disadvantages of structured and free-form
slide designs
• More emphasis on presentation practise and on knowing the subject
• Added section on proper use of handouts
Job Search Techniques
• A new Communication Notebook on how to use LinkedIn to further your career
• Additional emphasis on self-assessment and awareness, personal brand awareness, professional persona, company research, and audience analysis, and on being realistic
when ­applying for jobs
• Social media tools and resources for finding jobs—expanded
• Added writing “the story of you,” including a sample “story” showing the value of
making a private document for self-assessment to use in the job search
• More emphasis on building networks—both online and in person
• Improved résumé samples
• Expanded discussion on the use of photos, videos, presentations, and infographic
or visual résumés—includes a sample infographic/visual résumé of a Canadian
­digital ­strategist
• More emphasis and activities on how to use LinkedIn for interview preparation and
job searching
• New cases involving applying for jobs on Twitter (using Tweets) and on applying for
entry-level jobs that are outside the student’s primary field of interest (since many
young people don’t get to start their careers in a job that perfectly aligns with their
professional interests)
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[ x i v ] Preface
Learning About Business Communication
Business Communication Essentials’ integrated learning system helps you develop your communication skills so you will be prepared for the workplace. The following features of the
text will help you learn and apply the communication skills needed for a successful career:
• Learning Objectives are listed on the first page of each chapter and provide a clear
overview of the key concepts you are expected to master. Throughout the chapter,
margin notes mark the beginning of each objective’s discussion. At the end of the
chapter, Learning Objectives: Checking Your Progress summarizes the main content; these lists are no substitute for reading the chapters, but they can help you
quickly review a chapter and verify your grasp of important concepts.
• Opening Vignettes introduce each chapter with real-world examples. The related
Tips for Success give you advice from Canadian business leaders and communication experts on the chapter’s topic.
• The Three-Step Writing Process, which includes planning, writing, and completing, offers you a practical strategy for writing business messages. This process is
applied throughout the text to all business communication tasks.
• Model Documents provide a wide selection of documents that you can examine,
critique, and revise. In addition, pairs of poor and improved drafts help you recognize
the best writing practices.
• Pointers appear near many sample documents, giving you a concise list of writing
tips. You will also find these pointers handy when you are on the job and need to
refresh your memory about effective writing techniques.
• Marginal Notes highlight key points in the text and are good tools for reviewing
­concepts.
Practising Your Business Communication Skills
Applying what you learn through practise is the best way to develop your confidence and
ability as a communicator. Completing the end-of-chapter activities will help you develop
and improve your skills. Here are the review and practise activities you will find in each
chapter, each tagged by the relevant Learning Objective:
• Test Your Knowledge provides questions that review the chapter topics.
• Apply Your Knowledge offers exercises to get you thinking about the concepts
explained in the chapter.
• Practise Your Skills provides you with a wide variety of exercises and activities,
allowing you to explore how to handle situations and participate effectively on teams.
• Cases at the end of specific chapters offer you a chance to apply the three-step w
­ riting
process to scenarios from the real world.
• Business Communication Notebook centres on one of four themes: ethics, technology, intercultural communication, and workplace skills.
Student Supplements
MyBCommLab
MyBCommLab (www.mybcommlab.ca) combines multimedia, new mini business simulations, tutorials, video, audio, animations, and assessments to engage you in your learning. You can learn at your own pace, completing exercises and having them evaluated for
instant feedback.
Select MyBCommLab Blog from the BusComm section of the Resources tab to gain
access to blog posts, links to articles, and content updates. The updates include podcasts,
PowerPoint presentations, and videos that complement the text’s coverage by providing
contemporary examples and valuable insights from successful professionals.
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Preface [ xv]
MyBCommLab includes a Pearson eText, which gives you access to the text whenever
and wherever you have access to the internet. Pearson eText pages look exactly like the
printed text and offer powerful new functionality for students and instructors. Users can
create notes, highlight text in different colours, create bookmarks, zoom, click hyperlinked
words and phrases to view definitions, and read the text either in single-page or two-page
view. Pearson eText allows for quick navigation to key parts of the text using both a table of
contents or full-text search. The eText may also offer links to associated media files, enabling
users to access videos, animations, or other activities as they read the text.
Get started with the personal access code packaged with your new copy of the text.
Personal access codes for MyBCommLab can also be purchased separately.
Grammar-on-the-Go (978-0-13-287008-5) will help you to develop your language skills so
that your business writing style is clear and grammatically correct. Grammar-­on-the-Go
opens with a diagnostic test of English skills. Brief discussions of grammar, mechanics, and
usage are followed by Practise Sessions and a three-level series of exercises.
CourseSmart goes beyond traditional student expectations—providing instant, online
access to the textbooks and course materials you need at significant savings over the price
of the printed text. With instant access from any computer and the ability to search your
text, you’ll find the content you need quickly, no matter where you are. And with online
tools like highlighting and note-taking, you can save time and study efficiently. See all the
benefits at www.coursesmart.com/students.
Instructor Supplements
The moment you know.
Educators know it. Students know it. It’s that inspired moment when something that was
difficult to understand suddenly makes perfect sense. Our MyLab products have been
designed and refined with a single purpose in mind—to help educators create that
moment of understanding with their students.
MyBCommLab delivers proven results in helping individual students succeed. It
provides engaging experiences that personalize, stimulate, and measure learning for
each student. And, it comes from a trusted partner with educational expertise and an
eye on the future.
MyBCommLab can be used by itself or linked to any learning management system. To
learn more about how MyBCommLab combines proven learning applications with powerful assessment, visit www.mybcommlab.ca.
MyBCommLab—the moment you know.
The following instructor supplements are available for download from a password-­
protected section of Pearson Education Canada’s online catalogue (www.pearsoncanada.ca/
highered). Navigate to your book’s catalogue page to view a list of those supplements that
are available. See your local sales representative for details and access.
• The Instructor’s Manual provides chapter outlines, suggested solutions to exercises,
a pop quiz for each chapter, and fully formatted documents for every case in the
­letter-writing chapters. Additional resources include diagnostic tests of English skills
and supplemental grammar exercises.
• The Test Item File includes over 1500 multiple choice, true/false, and fill-in-theblank questions. This test bank is offered in both Microsoft Word and MyTest formats
(see below).
• PowerPoint Presentations cover the key points in each chapter.
MyTest from Pearson Education Canada is a powerful assessment generation program that
helps instructors easily create and print quizzes, tests, and exams, as well as homework or
MyBCommLab
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[ x v i ] Preface
practice handouts. Questions and tests can be authored online, allowing instructors ultimate flexibility and the ability to manage assessments at any time, from anywhere. To
access MyTest please go to www.pearsonmytest.com.
Pearson’s Learning Solutions Managers work with faculty and campus course designers to ensure that Pearson technology products, assessment tools, and online course
materials are tailored to meet your specific needs. This highly qualified team is dedicated to helping schools take full advantage of a wide range of educational resources, by
assisting in the integration of a variety of instructional materials and media formats.
Your local Pearson Education sales representative can provide you with more details on
this service program.
CourseSmart goes beyond traditional instructor expectations—providing instant,
online access to the textbooks and course materials you need at a lower cost for students. And even as students save money, you can save time and hassle with a digital
eTextbook that allows you to search for the most relevant content at the very moment
you need it. Whether it’s evaluating textbooks or creating lecture notes to help students
with difficult concepts, CourseSmart can make life a little easier. See how when you visit
www.coursesmart.com/instructors.
For enrollments of at least 25 students, you can use Pearson Custom Library to create
your own textbook by choosing the chapters that best suit your own course needs. To
begin building your custom text, visit www.pearsoncustomlibrary.com. You may also work
with a dedicated Pearson Custom editor to create your ideal text—publishing your own
original content or mixing and matching Pearson content. Contact your local P­ earson
Education sales representative to get started.
Acknowledgments
The dedicated professionals at Pearson Education Canada made working on this book
a pleasure. Sponsoring editor Joel Gladstone and developmental editor Jennifer Murray
provided excellent advice and support in shaping the fourth Canadian edition. I am
also very grateful to project manager Richard di Santo, production editor Rachel
Stuckey, and copy editor Caroline Winter for their clarity and attention to detail while
preparing the manuscript for production and overseeing the proofreading process.
Thanks also to Sonia Tan, media editor, for her assistance in integrating MyBCommLab
with this text.
Thank you to my inspiring and supportive colleagues in the communication department at British Columbia Institute of Technology, in particular Gretchen Quiring and
Matthew Rockall, for their valuable suggestions, and Linda Matsuba, business librarian, for her knowledge of Canadian business. Special thanks also go to Christopher
Wilson at Kwantlen Polytechnic University for his advice, to Kerri Shields of Centennial College for contributing the running cases that appear on MyBCommLab, and to
Caroline Jellinck for her employment-related feedback and extensive contacts in
­Canadian business.
Many educators from across Canada have contributed to the development of this and
previous editions of the text. I would like to thank the following instructors who took
the time to give me detailed suggestions: Clay Armstrong, Vancouver Island U
­ niversity;
Marie Brodie, Nova Scotia Community College School of Business; Patricia Campbell,
Red Deer College; Gerta Grieve, JR Shaw School of Business, NAIT; Pamela Ip, Kwantlen
Polytechnic University; Condea Krewenki, Nova Scotia Community ­College School of
Business; Alexandra MacLennan, Centre for Liberal and Preparatory Studies, George
Brown College; Amy Mitchell, Fanshawe College; Norma-Jean Nielsen, Canadore
­College; Laura Ricotta, John Abbott College; Matthew Rockall, British Columbia I­ nstitute
of Technology; Rhonda Sandberg, Centre for Business, George Brown ­College; and
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Preface [ xvi i ]
Diana Serafini, Dawson College; Bonnie Benoit, SAIT Polytechnic; Rebecca Book, ­Keyano
College; Sarah Bowers, Langara College; Neil Carter, Sault College; Bill Corcoran, Grande
Prairie Regional College; Brent Cotton, Georgian College; Les Hanson, Red River ­College;
Tanya Haye, Douglas College; Paul Hutchinson, Niagara College of Applied Arts and
Technology; Keith Johnson, University of the Fraser Valley; Linda Large, Canadore College; Diana M. Lohnes-Mitchell, Nova ­Scotia Community College; Alexandra Richmond,
Kwantlen Polytechnic University; Heather Thompson, Saint Mary’s University; and
Bruce Watson, SAIT Polytechnic.
A final thanks goes to my two daughters, Casey and Anna Wilson, for their ­encouragement.
Jean A. Scribner
Vancouver, B.C.
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