Do The "3Ps In Practice." Chapter vii

Read Chapter Seven.

Review the "3Ps in Action" and then do the "3Ps in Practice."

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This is an electronic version of the print textbook. Due to electronic rights restrictions, some third party content may be suppressed. Editorial review has accounted that any suppressed content does not materially affect the overall learning experience. The publisher reserves the right to remove content from this title at any time if subsequent rights restrictions crave information technology. For valuable information on pricing, previous editions, changes to electric current editions, and alternate formats, please visit www.cengage.com/highered to search by ISBN#, author, title, or keyword for materials in your areas of interest.

www.cengage.com/highered
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Ober / Newman Business Communication: In Person, In Print, Online 8e

Current, fast-paced, & interesting – Just like business concern itself.

The business organization earth is evolving rapidly, and you deserve a textbook that keeps footstep. Business Communication: In Person, In Print, Online presents innovative content that refl ects the variety of communication engineering used in today's workplace. The text moves beyond describing new media to helping you use social media and other emerging communication technologies. With engaging examples and an innovative, visual format, this edition grabs your attention and makes you want to read.

Business Communication: In Person, In Print, Online, 8e

• Refl ects how people communicate in business today.

• Illustrates principles with current, existent-world examples.

• Engages readers with creative visuals and an accessible writing way.

• Reinforces learning and promotes skill-building with a multifariousness of online resources.

Business organization Advice: In Person, In Print, Online

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Refl ects How People Communicate in Business organization Today

Business Communication: In Person, In Print, Online prepares you for challenging situations you lot will confront in the digital workplace. Constructive, authentic written and oral advice skills are even so paramount. Just in today's competitive business concern environment, you demand to be more than a successful communicator; you need to use communication to differentiate yourself.

Prepares Yous for Today's Digital Workplace

Become more than familiar with communicating through social media.

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• Sending important data in a meeting • Providing instant reminders24

Social Media Maybe the more than interesting technologies for advice are social media. Web 2.0, which encourages online interaction, has opened the door for people to participate on the web. This is quite different from the one- way communication of the early on Internet, when companies would postal service brochure-like websites for people to eat.

The real value of social media for companies is the opportunity to con- nect with people online. Social media is virtually the conversation. To promote interaction, companies use ii.0 technologies, for case, blogs, wikis, video, and social networking sites. These tools are used on the Internet (for the public), on a visitor's intranet (for employee access only), and on extranets (individual networks for people outside the company, e.g., custom- ers or franchisees). Examples of social media are shown in Figure 6.

For many companies, social media focuses on user-generated content (UGC), as well called consumer-generated media (CGM). This content can be blog entries, product reviews, videos, or other letters posted about a company. As we discussed earlier in the Glassdoor instance, this content isn't always positive. In Chapter 7, nosotros'll explore how to reply to negative online comments.

The Fortune Global 100 companies are using social media actively. Seventy- nine percentage are using at least one of four main social platforms—Twitter, videos, Facebook, and blogs—to communicate with customers.25 Of these tools, Twitter is the most frequently used.26 As a educatee, you may not exist excited about Twitter (the average Twitter user is 39 years sometime),27 merely this has proved useful for companies,

Companies use social media to accept a conversation with internal and external audiences.

Later introducing a few examples hither, we'll discuss social media— and other technologies—where relevant throughout the volume. For example, we'll explore wikis for team communication; social networking for interpersonal communication; email, blogs, and instant messaging for written communication; user- generated content for customer communication; and video for oral presentations.

every bit we'll discuss afterwards. The Fortune Global 100'south frequency of social media action is shown in Figure seven.28

Blogs Companies use blogs to connect with employees and customers. Successful blogs are updated regularly with news or commentary, and many encourage inter- activity through comments, e-mail subscriptions, and RSS (Actually Elementary Syndica- tion) feeds to share news and other content.

Wegmans, a regional supermarket, has an active web log called "Fresh Stories" to educate and engage customers—and keep them coming back. The web log includes videos, photos, and posts past CEO Danny Wegman. In one contempo post, the CEO wrote,

With the jump season upon u.s. (we promise! It'southward been a cold Apr in the Roches- ter area), I wanted to boot off the season with a fresh story from the farm. I'1000 hoping you'll commencement sharing your growing stories and questions as we experi- ence this new flavour together!29

With a blog, a CEO can build direct relationships with customers and personal- ize the company, particularly with a conversational style such every bit Danny Wegman's.

The Wegmans blog also allows open up comments, which are non always positive. Post-obit the convulsion and tsunami disasters in Japan, one client wrote,

Visit the author's blog at www.bizcominthenews .com for current communication examples.

Figure vii How Fortune

Learn how to heed to and engage online audiences.

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www.bizcominthenews.com
www.bizcominthenews.com
Ober / Newman Business Advice: In Person, In Print, Online 8e

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Newman / Ober Business concern Communication: In Person, In Impress, Online 8e

new content

• Move from variety to inclusion.

• Adapt communication to multicultural and international audiences.

• Participate in online (web) meetings and videoconferences.

• Create PowerPoint® "decks" and correspond ideas using creative graphics.

• Manage your online reputation.

New Content Helps Yous:

Sympathize how to communicate ethically and avert legal consequences of communication.

front of a jury about the content of this email I am well-nigh to send?' If the respond is anything other than an unqualifi ed 'yes,' it is not an email that should be sent."40

You might ask yourself the same question for all communications related to your company.

ETHICS AND Communication Beyond the legal requirements, companies volition look you to communicate ethi- cally. Consider this situation: Brian Maupin, a All-time Buy employee, posted videos virtually the company on YouTube.41 His fi rst cartoon video, which received over iii.three one thousand thousand views inside ii weeks, mocked a customer of "Telephone Mart," drastic for the latest version of the iPhone (Figure 12).

Before Maupin was invited dorsum after being suspended, he created another video poking fun at the company's policies. This interaction, between the store employee and the adult female who "run[s] the ethics department" at the corporate offi ce, illustrates grey areas in communication ethics—and the importance of social media policies.

Was Maupin's beliefs ethical? Near corporate executives would consider the videos disparaging to the company. Although Maupin didn't expect the videos to be such a huge success, he nevertheless publicly disagreed with sales policies, questioned loyalty to a pinnacle Best Buy supplier (Apple), and insulted customers. Things worked

Communicate ethically.

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Caput of Corporate Ideals Department: If it hurts usa or one of our Telephone Mart partners, like Apple, then it hurts all the Telephone Mart employees and stockholders, and we must take action to protect the company from these attacks, James Cameron.

You iPhone4 vs HTC Evo tinywatchproductions

tinywatchproductions 4,707,322 views

Figure 12 Best Purchase Employee Posts a Video

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• Utilise electronic mail, instant messaging, and texting effectively at work.

• Respond to customer comments and complaints online.

• Respond behavioral interview questions and gear up for a case interview.

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Reply Delete Cake User

"What TO Do" – A unproblematic and personal thank y'all

Figure 13 Yelp'due south Advice to Managers for Responding to a Positive Customer Post

The Plymouth manager'southward response (at the lesser of Figure 12) could exist more noun, but her response is brief and funny. For informal social media interac- tions, this works just fi ne to connect with the writer and other prospective custom- ers. Considering the reviewer's casual postal service, it might wait odd for the managing director to respond with something longer and more formal.

Yelp offers the example in Figure 13 with good communication for responding to posi- tive feedback online. For an authentic approach, personalize the response: provide a photo and your own name (non only the visitor'south name), mention the writer'due south proper noun, thank the writer for the post, address specifi c comments from the post, and offering solutions or other ways to stay in touch.

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Illustrates Principles with Current, Real-World Examples Business Communication: In Person, In Print, Online is interesting to read. Principles and skills come up alive with many examples of communication at work. You'll learn how companies use communication to their advantage—and how companies struggle with advice.

Sample annotated letters, emails, weblog posts, and other letters illustrate what works well and what could be improved.

cashiers to not ask me 50 times to barrassing to the company, at least the ty to respond, equally someone did speedily: nce at the checkout. Our cashiers accept me of them have done so on their own. t War- rs also

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CITIES SERVED: DAILY DEPARTURES: HEADQUARTERS: EMPLOYEES:

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Almost Contempo RECOGNITION

• Examples are integrated correct into the paragraph text, such as Best Buy's suspension of an employee for a video posted on YouTube, Toyota'south response to safety recalls, McDonald's adaptation to interna- tional markets, Google's strategy for hiring, and more.

FREE SHIPPING

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Figure 12 Borders Updates Reward Customers During the Bankruptcy Process

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Companies customize their websites in other ways, besides. Site navigation for high-context cultures, for case, might include subtle guidance and new pages opening in several new browser windows. This strategy allows the user to select new entry points for farther exploration. Merely for low-context cultures, which tend to have more linear thought patterns, navigational cues may be more than explicit, and new pages will open within the current window, to allow the user to go back and forth easily.23

Nosotros all interpret events through our own mental fi lter, and that fi lter s based on our unique knowledge,

experiences, and perspectives. For example, the language of fourth dimension is every bit different amid cultures as the lan- guage of words. Americans, Canadi- ans, Germans, and Japanese are very time witting and precise about appointments; Latin American and Middle Eastern cultures tend to exist more casual nearly time. For example, f your Mexican host tells y'all that he

or she will meet with you lot at 3:00, it's near likely más o menos (Spanish for more than or less") three:00.

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• A companion blog, BizCom in the News (www.bizcominthenews.com), spotlights advice issues that make headlines. Browse stories by affiliate or by topic, and admission stories on the book'southward Facebook page (world wide web.facebook.com/bizcominthenews).

Illustrates Principles with Current, Real-World Examples

• Expanded end-of-affiliate exercises include six new visitor scenarios that help you develop skills that will transfer to the workplace. For case, Aggresshop prepares you to reply to a customer complaint on the company's blog and select the appropriate channel to communicate organizational change.

Chapter ane Understanding Business organisation Communication 33

Aggresshop Imagine you work for Aggresshop, an upscale women's vesture boutique with 16 stores throughout the U.s.. At www.cengagebrain.com, you'll fi nd Aggresshop's company blog for customers and employees.

As you'll read in the scenario, Aggresshop is experiencing many client com- plaints about its sales assembly' overly aggressive techniques (two posts are shown beneath). The CEO decides to change the sales compensation structure to address this outcome.

On the web log, you'll encounter examples of several communication concepts discussed in Chapter 1: directions of communication, advice media, barriers to communica- tion, and ethics in communication. This scenario will too help yous learn to do the following:

• Reply to client complaints on a company blog.

• Communicate a modify internally.

• Tailor message content and tone for different audiences and advice channels.

To help you practice your business communication your instructor may assign the

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www.facebook.com/bizcominthenews
www.bizcominthenews.com
www.cengagebrain.com
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• Engaging model documents help you acquire the many types of writing—both in print and online. Models provide marginal callouts with detailed writing instructions.

Affiliate 12 Employment Communication 417

Chooses present tense verbs to depict current

responsibilities.

Includes relevant skills and hobbies (optional).

Starts with educational background, most relevant for a graduating student.

Education Moraine Valley Community College, Palos Hills, IL • Associate in Science Degree (A.S.), iii.viii G.P.A.,

Expected Graduation 2012 • Dean'due south List All Semesters • Coursework: International Business organization, Fundamentals of

Accounting, Business Mathematics, Financial Accounting, Calculator Applications in Bookkeeping

The American International University in Rome Study Abroad, High School Program, Summer 2010 • Lived with a host family for three weeks • Studied Italian and Introduction to Business

Direction

Employment Moraine Valley Customs College Teaching Assistant, Estimator Applications in Accounting, (2011-present) • Assistance professor with grading 150 papers each semester • Hold daily office hours for students • Provide tutoring on challenging grade material

Lakewatch Apartments Holding Accountant (2009-2012) • Processed all accounts payable including taxes,

mortgages, and monthly bills • Maintained greenbacks receipt journals for various properties • Candy and deposited rental income • Maintained general ledger and reconciled all bank

statements • Produced special reports for the partners and investors

Other • Notary Public, Land of Illinois • Expert in Peachtree and Microsoft Word, Excel,

and Outlook • Skillful Italian • Hobbies include guitar, tennis, model airplanes

Highlights experience to differentiate his candidacy.

Uses a simple, creative blueprint; includes clear

contact information and a professional electronic mail address.

Marcus C. Benini

Uses bold type to emphasize chore title, which is more

important than the names of this bidder's employers.

Chooses past tense verbs to describe previous

feel.

Figure 4 Sample Résumé 1 (Chronological)

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Artistic visuals heighten your learning experience and assist in retentiveness.

Engages with Creative Visuals & an Accessible

Writing Fashion With strong visual appeal, this edition encourages you to read. Where appropriate, content is presented visually— in tables and graphics. Written in a professional person, conversational style, Business Communication: In Person, In Print, Online aids comprehension and refl ects business writing in companies today.

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Reinforces Learning & Promotes Skill-Building with a Variety of Innovative Digital Resources

The eighth edition of Business organisation Communication: In Person, In Print, Online integrates the nearly advanced new technology for effi cient and constructive study opportunities.

CengageNOW™ is an integrated, online learning system that gives you more control over your success. This innovative, intuitive tool combines the best of electric current technology to aid yous program and study more finer.

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digital tools

• A diagnostic Personalized Study Programme helps you place troublesome concepts and creates individualized study plans for meliorate course preparation and grades.

• With CengageNOW y'all also get PowerPoint® slides, videos, digital fl ash

cards, games, and an integrated ebook to make studying business advice more effective and user-friendly.

CengageNOW:

33168_00_fm_pi-xxxiii_SE.indd ix33168_00_fm_pi-xxxiii_SE.indd ix 13/12/eleven 2:36 PM13/12/11 2:36 PM

Innovative Digital Resources

CourseMate is a unique website, created to back up this text, to make course concepts come alive with interactive learning, study, and exam training tools. CourseMate delivers what you lot need, including an interactive eBook, quizzes, videos, KnowNOW!, Career Transitions interactive tool, and more!

Log in through www.cengagebrain.com to meet what is available.

• Pretests

• Posttests

• PowerPoint study slides

• Flash cards

• Multimedia company scenarios

• BizComInTheNews.com

Through CourseMate,

33168_00_fm_pi-xxxiii_SE.indd x33168_00_fm_pi-xxxiii_SE.indd x thirteen/12/11 2:36 PM13/12/11 ii:36 PM

world wide web.cengagebrain.com
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