Chapter 1 - Success In Business Communication

Question 1

What are some workplace benefits of effective communication mentioned in the text?

Answer 1

Lower employee turnover rates and better expression of ideas

Question 2

Why is it crucial for individuals to possess good communication skills in their jobs?

Answer 2

Good communication skills are necessary to persuade, explain complex material, and adapt information to specific audiences

Question 3

According to the text, what rank does communication ability hold among qualities employers seek in college graduates?

Answer 3

Communication ability consistently ranks first among the qualities that employers look for in college graduates

Question 4

What percentage of corporations surveyed stated that at least two-thirds of their employees have writing responsibilities?

Answer 4

Almost 70% of respondents said that at least two-thirds of their employees have specific writing responsibilities

Question 5

What are some common writing responsibilities for employees, according to the survey?

Answer 5

Email, presentations with visuals (e.g., PowerPoint slides), memos and correspondence, formal reports, and technical reports

Question 6

According to research, how much more do workers in the top 20% of writing ability earn compared to those in the bottom 20%?

Answer 6

Workers in the top 20% of writing ability earn, on average, more than three times as much as workers in the bottom 20%

Question 7

What common shortfall among college graduates is noted concerning their readiness for the workforce?

Answer 7

College graduates often lack the necessary writing skills when they enter the workforce

Question 8

What rank does communication hold among qualities employers seek in college graduates, according to the overview?

Answer 8

Communication ranks first among the qualities employers look for in college graduates.

Question 9

How many major corporations were surveyed by the National Commission on Writing, and what percentage stated that at least two-thirds of their employees have writing responsibilities?

Answer 9

120 major corporations were surveyed, and 70% of them stated that at least two-thirds of their employees have writing responsibilities.

Question 10

List some specific writing responsibilities mentioned that are common among employees in the surveyed corporations.

Answer 10

Writing responsibilities include emails, presentations with visuals like PowerPoint slides, memos and correspondence, formal reports, and technical reports.

Question 11

How much more do workers in the top 20% of writing ability earn compared to those in the bottom 20%?

Answer 11

Workers in the top 20% of writing ability earn, on average, more than three times as much as those in the bottom 20%.

Question 12

What was a significant finding regarding the writing skills of college graduates entering the workforce?

Answer 12

A survey found that writing was one of the weakest skills of college graduates.

Question 13

What costly consequence can result from poor communication, as demonstrated by the British Petroleum, Halliburton, and Transocean oil spill incident?

Answer 13

Poor communication can result in dramatic costs, including billions in fines and significant environmental and human impacts.

Question 14

What are the seven basic criteria for effective business communication?

Answer 14

The criteria include clarity, completeness, correctness, adherence to conventions, saving the audience’s time, building goodwill, and being ethical.

Question 15

What types of internal and external audiences might a business communicator need to consider?

Answer 15

Internal audiences include subordinates, supervisors, and peers. External audiences include customers, suppliers, distributors, unions, stockholders, potential employees, trade associations, special interest groups, government agencies, the press, and the general public.

Question 16

What legal issues can arise from poor communication?

Answer 16

Poor communication can lead to legal problems, such as lawsuits from misleading or incorrect information, and individual communications like emails and texts can have legal consequences.

Question 17

How does effective communication contribute to building and maintaining goodwill?

Answer 17

Effective communication helps to present a positive image of the communicator and their organization, treats the message recipient respectfully, and strengthens relationships.

Question 18

What should be included in the executive summary of a document with multiple audiences?

Answer 18

The executive summary should provide an overview or highlight the main points for readers who want just the key information.

Example sentence: The executive summary should be concise and to the point, summarizing the key findings and recommendations.

Question 19

How should you organize the body of a document intended for multiple audiences?

Answer 19

The body should contain enough detail for the primary audience and anyone who could veto the proposal, with extra details placed in appendices if not needed by the primary audience.

Additional information: Appendices can include supplementary data, charts, or technical information.

Question 20

What guidelines should you follow concerning the use of personal pronouns in formal documents with multiple audiences?

Answer 20

Avoid personal pronouns as ‘you’ can lose its specific meaning when multiple different audiences use the document.

Example sentence: Instead of using ‘you,’ use neutral terms like ‘the reader’ or ‘individuals.’

Question 21

What should you assume about the technical level of the primary audience when writing the main content of a document?

Answer 21

Assume the degree of knowledge of the primary audience and provide additional background or explanatory information under separate headings.

Example sentence: Providing background information can help readers understand complex topics more easily.

Question 22

How should you handle technical terminology if the primary audience is more knowledgeable than others?

Answer 22

Include a glossary of terms early in the document and notify readers of its existence for reference.

Example sentence: The glossary should define technical terms used in the document for clarity.

Question 23

What strategy is recommended when you cannot meet the needs of all audiences in a document?

Answer 23

Prioritize meeting the needs of gatekeepers and decision makers first.

Example sentence: Addressing the needs of key decision makers can increase the likelihood of approval for the proposal.

Question 24

How should differences in knowledge among various audiences be addressed in a document?

Answer 24

Offer background information and technical explanations in separate sections that readers can choose to read or skip, guided by headings and a table of contents.

Example sentence: Using clear headings can help readers navigate through the document based on their level of knowledge.

Question 25

What is a recommended practice for ensuring consistent messaging when communicating technical information to different audiences, such as engineers and managers?

Answer 25

Even though the level of technical detail may vary, ensure that the core messages to different audiences do not conflict.

Example sentence: Consistent messaging can help prevent confusion or misunderstandings among different audience groups.

Question 26

How can you tailor the benefits presented in a message to suit different audience subgroups?

Answer 26

Identify the specific needs or characteristics of each subgroup and tailor the message to highlight benefits that meet those needs.

Example sentence: Highlighting different benefits for various audience subgroups can increase engagement and relevance.

Question 27

What should you do if parts of your message are likely to be opposed by the audience?

Answer 27

Start with any common ground, show that your solution is the best available, and consider limiting your statement or postponing parts of your message.

Example sentence: Finding common ground can help build rapport before addressing potentially contentious points.

Question 28

How should a document be organized to help different audiences navigate to sections relevant to them?

Answer 28

Use headings and a table of contents to help readers easily turn to the portions that interest them based on their specific interests or needs.

Example: A user manual for a software program may have headings like “Installation”, “Troubleshooting”, and “Advanced Features” to help different users find the information they need.

Question 29

What should you consider about the level of formality when writing for both internal and external audiences?

Answer 29

Use a slightly more formal style than you would for purely internal documents to accommodate the broader audience which may include external readers.

Example: An internal memo may use casual language like “Hey team, let’s meet at 2 pm”, while a report for external stakeholders may use more formal language like “The board meeting is scheduled for 2 pm”.

Question 30

How can demographic and psychographic characteristics influence how you communicate with your audience?

Answer 30

Demographic characteristics like age, income, and location can influence the customization of the message, while psychographic characteristics such as values and interests help tailor the content to be persuasive and relevant to the audience’s preferences.

Example: A marketing campaign targeting young adults may use vibrant colors and trendy language, while a campaign targeting older adults may focus on reliability and trustworthiness.

Question 31

Why is it important to avoid “red flag” words in communication?

Answer 31

“Red flag” words can trigger immediate negative responses or emotional reactions that may hinder effective communication and prevent the audience from being receptive to the message.

Example: Using words like “failure”, “mistake”, or “blame” can create a defensive reaction in the audience, leading to communication breakdowns.

Question 32

What ethical considerations should guide business communication?

Answer 32

Business communication should be ethical, respecting diversity of perspective, reason, and promoting respect in communication practices, ensuring truthfulness and avoiding manipulative tactics.

Example: In a business negotiation, it is important to be honest and transparent about terms and conditions, avoiding deceptive tactics that may harm the other party.

Question 33

Question: What strategies should you use when the audience may perceive your message as unimportant to ensure they understand its relevance and are motivated to act?

Answer 33

Answer: To ensure the audience recognizes the importance of your message, you should: (1) use a subject line or first paragraph that highlights the message’s importance and relevance, (2) simplify the action required to make it as easy as possible, (3) keep the message concise, and (4) suggest a realistic deadline for action.

Question 34

Question: What considerations should you keep in mind regarding the information included in a message to ensure it meets the audience’s needs and expectations?

Answer 34

Answer: When crafting a message, ensure it includes all necessary points, and place less emphasized information in the middle of the document. Assess the audience’s existing knowledge to determine if updates or corrections are needed, and acknowledge their initial understanding early in the message. Use examples and evidence to support any changes suggested. Consider the level of detail the audience desires; provide vivid, concrete details especially for new or complex ideas, and organize information under headings for easy navigation.

Question 35

Question: How should benefits be adapted to different audience subgroups to effectively persuade them to visit a restaurant?

Answer 35

Answer: Benefits should be specifically tailored to meet the distinct needs of different audience subgroups to effectively persuade them. For example:

People who work outside the home: Offer a quick lunch or a relaxing place for meetings.
Parents with small children: Provide high chairs, children’s menus, and toys to entertain kids.
People who eat out frequently: Offer a variety in food and decor to keep the dining experience interesting.
People on tight budgets: Highlight economical food options and settings where tipping is not necessary.
People on special diets: Provide low-sodium, low-carb, vegetarian, kosher, or halal options.
People who view dining out as entertainment: Offer music, floor shows, elegant surroundings, reservations, and late hours to accommodate after-event dining.

Question 36

Question: How can you ensure that your communication is both effective and ethical across various business levels?

Answer 36

Answer: To ensure effective and ethical communication, start by being truthful in all your messages. Use a ‘you-attitude’ to focus on the audience’s needs, making benefits clear and relatable, and ensure your language, graphics, and document design uphold ethical standards. Embrace diversity of perspective, reason, and respect in communication practices as advocated by the National Communication Association’s Credo for Ethical Communication. Always act with integrity, avoiding manipulative tactics, and ensuring that your communication fosters respect and compliance through positive rather than coercive means.

Question 37

What are some benefits of effective communication within an organization?

Answer 37

Effective communication helps organizations and individuals achieve their goals, creates records, conveys complex data, makes information convenient for the reader, saves money, and enhances the effectiveness of personal messages.

Example sentence: Clear communication between team members led to the successful completion of the project.

Question 38

Describe what communication in the workplace can look like.

Answer 38

Communication in the workplace can involve both internal and external audiences, encompassing a large variety of documents designed to inform, persuade, or build goodwill among stakeholders.

Additional information: Workplace communication can include emails, memos, reports, presentations, and meetings.

Question 39

Why is it important to have good communication skills in business?

Answer 39

Good communication skills are crucial in business because they help to inform, request or persuade, and build goodwill. Additionally, the ability to write and speak well becomes increasingly important for career advancement within an organization.

Example sentence: Effective communication with clients can lead to increased sales and customer satisfaction.

Question 40

What are the costs associated with poor communication in a business setting?

Answer 40

Poor communication can lead to wasted time, wasted effort, and jeopardized goodwill, all of which can have detrimental effects on business efficiency and relationships.

Example sentence: Misunderstandings due to poor communication resulted in delays in project delivery.

Question 41

What does communication on the job typically involve in an organization?

Answer 41

Communication on the job involves conveying messages to both internal and external audiences, creating records, conveying complex data, making information convenient for the reader, saving money, and effectively delivering personal messages through a variety of documents.

Example sentence: The communication on the job involves sending emails, writing reports, and making presentations.

Question 42

What are the seven basic criteria for effective business messages?

Answer 42

Effective business messages should be clear, complete, and correct; follow established conventions; save the reader’s time; build goodwill; and be ethical.

Additional information: Following these criteria helps ensure that the message is well-received and achieves its intended purpose.

Question 43

What are the key questions to consider when analyzing a business communication situation?

Answer 43

When analyzing a business communication situation, consider: What is your purpose in communicating? Who is your audience? How will the audience initially react to the message? What information must your message include? What benefits will your audience find convincing? How can you ensure that you communicate ethically?

Example sentence: Analyzing these key questions before sending a business message can help tailor the communication to be more effective.