” Business Communication ‘Today EON Ton Ee DT Tt ON (e) Courtland L. Bovee John V. Thill e _ Abha Chatterjee ey eee) OTRAS a NAO) |Credits and acknowledgments beerowed from other scarces and reproduced, with permission, inthis textbook appear on “propriate pages within text (or en page AC-1) Autherige apation from the Usted Sate dition ented Busnes Communication iy 10th Edition, ISBN 9700138193291 Sovee, Courtland L, Til, ohn V,publated by Pearson Education, Inc. publishing as Prestice all ©2010 Indian Subcontinent Adaptation Copyright ©2011 Dorling Kindersley (india) Pvt.Ltd This book is sold sujet to the colton that it shll not, by way of trade ar otherwise, be len, resol, hiral out or otherwise sireulated without the publisher's prior written consent in any form of binding o cower other than that in which tis published nd withou! a similar conditon including thi condition being imposed cn the subsequent purchaser and without limiting he Fights under copyright resered above, 10 par of this publication may be reproduce, stored in or introduced into a retreval ‘qstem, or vansmitted in any form or by any means (electonic, mechanical, phetocopying, recording er otherwise), without the prior writen permission of both the copyright owaer and the above mentioned publisher of thisbook. Pearsen Prentice Hall™ ea rademark of Pearson Eduction, lc Pearson isa regatered trademark of Pearson Pl. ‘Prentice Halle fs rogitered trademark Person Education Ine First impreaion This etion is menafactured tn India wud is authored forsale only Indi, Bangladesh, Bhutan, Pakistan, Nepal, Se Lanka land the Maldives Published by Doring Kindenley (india) Pv. Lu ensees of Pearson Eduction in South sia Head Office 7th Hoor, Knowledge Boulevard, -8(4), Sector 62, Noda 201309, UF, India, Registered fice: 11 Cammunity Centre, Pandhshed! Part, New Delhi 110017, Indi Printed in India at Repo Ina LiCommunication Challenges at Indian Posts 82 Summary of Learning Objectives BS ‘est Your Knowledge 84 ‘Apply Your Knowledge 84 Bractioe Your Knowledge 64 ‘Expand Your Knowiedge 86 © Communicating Across Cultures — Tes: Your intercultural Knowledge 67 iness Communicat Learn a New Language 77 Document Makeover— improve This Letter 82 2.0— The Web 2.0 Way to Part 2 Applying the Three-Step Writing Process 87 Chapter 4 Planning Business Message Communication Close-up st Mahindra Satyam 88 Understanding the Three-Stap Writing Pracess 89 Optimising Your Weng Time 90 Planing Bfetvely 90 Analyzing Your Sitvation 80 Defining Yur Purpoe 92 Davelping a Autioncs Prof 92 Gathering Information 93 Uncovering Aderce Neds #3 Finding Your Focus 94 Providing Require Information 94 Selecting the Right Medium 97 Ol Malia 97 Whiten Mein 97 Visual Media 97, letronic Melia 98 Factorste Gower When Choosing Masha 100 Organizing Your Informetion 103 ‘Recognizing the Importance of Good Organization 103 Defining Your Max Hea 104 Lining Your Scope 105 Choosing Between Dire annie Agprouhes 108 Outing Your Content 107 Corrmunication Challenges at Mahindra Satyam 114 Summary of Learning Objectives 111 Test Your Knowledge 112 Apply Your Knowledge 112 Practice Your Knowledge 11 Expand Your Knowledge 115 © Ethics Detective — Change in Corporate Communication from Satyam to Mahindra Satyam 95 § Document Makeover — improve This Letter 110 Chapter § Writing Business Messages 116 Communication Close-up at Creetive Commons 116 Bringing Your Ideas to Life 117 Adapting to Your Audience 117 ‘Being Sensitive to Your Audience’ Needs 117 Building Strong Relationships with Your Audience 121 Controting our Spl and Tone. 124 Contents ow Composing Your Message 128 Choosing Strong Words 129 Grating Effective Sentences 138 Gsfting Unie Coherent Paragraphs 193 Using Technology to Compose and Shape Your Messages 137 Communication Challenges at Creative Commons 139 ‘Summary of Learning Objectives 140, ‘est Your Knowledge 141 ‘Apply Your Knowledge 141 Bractice Your Knowledge 141 Expand Your Knowledge 144 © Communicating Across Cultures — Communicating with 2 Global Audience on the Web 127 © Document Makeover — improve This Letter 139 Chapter 6 Co B Messages 145, Communication Close-up at Mercedes-AMG 145 Moving Beyond Your First Draft 146 Revising Your Message 146 Evaluating Your Content, Organization, Syl, and Tone 146 Reviewing for Readability 149 Ealing for Clarity end Concisoness 152 Boulating, Elitng and Revising the Work of Others 156 Using Technology to Revie Your Mesage 157 Producing Your Message 159 Designing for Reuebiiy 159 Designing Multimedia Documents 162 Using Technology 10 Produce Your Message 164 Formatting ermal Letter and Memos. 164 Proofreadng Your Message 166 Distriouting Your Messege 167 Communication Challenges et Mercedes-AMG 168 ‘Summary of Learning Objectives 168 Test Your Knowledge 169 ‘Apply Your Knowledge 170, Practice Your Knowledge 170 Expand Your Knowledge 173 © Communication Miscues — Micsing tho Message with Prescriotion Medcations 150 © Document Makeover — imerove This Letter 167 Part 3 Crafting Brief Messages 175 Chapter 7 Crafting Messages for Electronic Media 176 Communication Close-up at Southwest Airlines 176 Choosing Electronic Media for Bret Messeges 177 Creating Content for Social Media 178 Creating Effective EMei Messages 179 Treating F-Mil asa Professional Commuricaton Mediu 179 Adapting the ThreeStepProces for Succesful E-Mail 180 Creating Effective Instart Messages and Text Messages 183, Understending dhe Benefits and Risks of 1M 184 Adapting the Three Step Proces for Succes M1 184 Creating Effective Business Blogs 185 Understening the Business Applications f Blogging 187 Adapting the Three Step Proces fr Succesfl Blogging 188