Paper: Recognizing Effective Visual Communication
- Peruse your library or the Internet and select a company’s annual report that you find compelling and interesting. There are many annual reports readily viewable online and some of them are digital which adds another dimension to the experience.
- Write an analysis of a company’s annual report and the effective use of photographs, diagrams, and charts to portray information. Refer to your text to support your analysis and attribute appropriately.
- 500–750 words double spaced with 12-point font
- Use APA format when attributing your sources (in-text citation that corresponds with a reference list at the end of paper)
with MyLab BusinessCommunication®
• Reporting Dashboard—View, analyze, and report learning outcomes clearly and easily, and get the information you need to keep your students on track throughout the course with the new Reporting Dashboard. Available via the MyLab Gradebook and fully mobile- ready, the Reporting Dashboard presents student performance data at the class, section, and program levels in an accessible, visual manner.
• Pearson eText—Keeps students engaged in learning on their own time, while helping them achieve greater conceptual understanding of course material. The worked examples bring learning to life, and algorithmic practice allows students to apply the very concepts they are reading about. Combining resources that illuminate content with accessible self- assessment, MyLab with eText provides students with a complete digital learning experience—all in one place.
• Quizzes and Tests—Pre-built quizzes and tests allow you to quiz students without having to grade the assignments yourself.
• Video Exercises—These engaging videos explore a variety of business topics related to the theory students are learning in class. Quizzes assess students’ comprehension of the concepts covered in each video.
• Learning Catalytics™—Is an interactive, student response tool that uses students’ smartphones, tablets, or laptops to engage them in more sophisticated tasks and thinking. Now included with MyLab with eText, Learning Catalytics enables you to generate classroom discussion, guide your lecture, and promote peer-to-peer learning with real-time analytics. Instructors, you can:
■ ■■ Pose a variety of open-ended questions that help your students develop critical thinking skills
■ ■■ Monitor responses to find out where students are struggling ■ ■■ Use real-time data to adjust your instructional strategy and
try other ways of engaging your students during class ■ ■■ Manage student interactions by automatically grouping
students for discussion, teamwork, and peer-to-peer learning
A L W A Y S L E A R N I N G
Giving Students the Skills and Insights They Need to Thrive in Today’s Digital Business Environment The essential skills of writing, listening, collaborating, and public speaking are as important as ever, but they’re not enough to succeed in today’s business world. As business communication continues to get rocked by waves of innovation—first digital media, then social media, now mobile communication, and watch out for the upcoming invasion of chatbots—the nature of communication is changing. And the changes go far deeper than the tools themselves.
In this exciting but complex new world, no other textbook can match the depth and range of coverage offered by Business Communication Today.
Figure 1.7 The Social Communication Model
The social communication model differs from conventional communication strategies and practices in a
number of significant ways. You’re probably already an accomplished user of many new-media tools, and this
experience will help you on the job.
Tendencies Publication, broadcast
One to many; mass audience
Low message frequency
Conventional Promotion: “We Talk, You Listen”
The Social Model: “Let’s Have a Conversation”
One to one; many to many
High message frequency
Tools, Techniques, and Insights for Communicating Successfully in a Mobile, Digital, Social World
COMPOSITIONAL MODES FOR DIGITAL AND SOCIAL MEDIA
As you practice using various media and channels in this course, it’s best to focus on the fundamentals of planning, writing, and completing messages, rather than on the specific details of any one medium or system.2 Fortunately, the basic communication skills required usually transfer from one system to another. You can succeed with written communication in virtually all digital media by using one of nine compositional modes:
●● Conversations. Messaging is a great example of a written medium that mimics spoken conversation. And just as you wouldn’t read a report to someone sitting in your office, you wouldn’t use conversational modes to exchange large volumes of information or to communicate with more than a few people at once.
●● Comments and critiques. One of the most powerful aspects of social media is the opportunity for interested parties to express opinions and provide feedback, whether by leaving comments on a blog post or reviewing products on an e-commerce site.
EMBRACING THE BACKCHANNEL
Many business presentations these days involve more than just the spoken conversation between the speaker and his or her audience. Using Twitter and other digital media, audi- ence members often carry on their own parallel communication during a presentation via the backchannel, which the presentation expert Cliff Atkinson defines as “a line of com- munication created by people in an audience to connect with others inside or outside the room, with or without the knowledge of the speaker.”29 Chances are you’ve participated in an informal backchannel already, such as when texting with your classmates or live-
Producing Business Videos No matter what career path you pursue, chances are you’ll have the need or opportunity to produce (or star in) a business video. For videos that require the highest production quality, companies usually hire specialists with the necessary skills and equipment. For most routine needs, however, any business communicator with modest equipment and a few basic skills can create effective videos.
The three-step process adapts easily to video; professionals refer to the three steps as preproduction, production, and postproduction (see Figure 9.15). You can refer to one of the many books available on basic video production techniques for more detail, but here are the key points to consider in all three steps. (A note on terminology: digital video- graphy has inherited a number of terms from film that don’t make strict technical sense but are in common use anyway, including footage to indicate any amount of recorded video and filming to indicate video recording.)
6 LEARNING OBJECTIVE
Identify the most important
considerations in the preproduction,
production, and postproduction
stages of producing basic business
The process of creating videos is
divided into preproduction, pro-
duction, and postproduction.
Figure 8.2 Business Applications of Blogging
This Xerox blog illustrates the content, writing style, and features that make an effective, reader-friendly company blog. Source: Courtesy of Xerox Corporation.
Like many large corporations, Xerox has a variety
of blogs. This menu give quick access to all of
The search box lets visitors quickly find posts on
topics of interest.
A large photo helps draw readers in.
Readers can subscribe to future posts via email
or RSS newsfeed.
The post title is brief and clear, and it incorporates
key terms likely to trigger hits in search engines
(Internet of Everything and energy).
These links provide access to other posts by this
author and other posts tagged with “innovation.”
Social media share buttons make it easy for
readers to share this post with their followers.
The sidebar lists recent posts and recent com-
ments left by readers.
The post positions the company as an expert in
an important technology field, without overtly
selling Xerox products and services.
H e ro
a g e s /G
Im a g e s
Figure 2.3 Collaboration on Mobile Devices
Mobile connectivity is transforming collaboration activities, helping teams and work groups stay connected
no matter where their work takes them. For example, this team was able to discuss and edit a press release
using their tablets in different locations.
C o u rt e s y o f C a fe R ia
The Unique Demands of Mobile Business
Intriguing Glimpses into the Future of Business Communication
The Mobile Revolution
As much of a game changer as social media have been, some experts predict that mobile communication will change the nature of business and business communication even more. The venture capitalist Joe Schoendorf says that “mobile is the most disruptive technology that I have seen in 48 years in Silicon Valley.”21 The researcher Maribel Lopez calls mobile “the biggest technology shift since the Internet.”22
Companies recognize the value of integrating mobile technology, from communica-
THE RISE OF MOBILE AS A COMMUNICATION PLATFORM
Whether it’s emailing, social networking, watching videos, or doing research, the percent- age of communication and media consumption performed on mobile devices continues to grow. For millions of people around the world, a mobile device is their primary way, if not their only way, to access the Internet. Globally, more than 80 percent of Internet users access the web with a mobile device at least some of the time.24
Mobile has become the primary communication tool for many business professionals,
HOW MOBILE TECHNOLOGIES ARE CHANGING BUSINESS
The rise of mobile communication has some obvious implications, such as the need for websites to be mobile friendly. If you’ve ever tried to browse a conventional website on a tiny screen or fill in complicated online forms using the keypad on your phone, you know how frustrating the experience can be. Users increasingly expect websites to be mobile friendly, and they’re likely to avoid sites that aren’t optimized for mobile.30
Writing Messages for Mobile Devices One obvious adaptation to make for audiences using mobile devices is to modify the design and layout of your messages to fit smaller screen sizes and different user interface features(see Chapter 6). However, modifying your approach to writing is also an important step. Reading is more difficult on small screens, and consequently users’ ability to compre- hend what they read on mobile devices is lower than it is on larger screens.18 In fact, research
• • • •
DESIGNING MESSAGES FOR MOBILE DEVICES
In addition to making your content mobile-friendly using the writing tips in Chapter 4 (see page 108), you can follow these steps in formatting that content for mobile devices:
●● Think in small chunks. Remember that mobile users consume information one screen at a time, so try to divide your message into independent, easy-to-consume bites. If readers have to scroll through a dozen screens to piece together your message, they might miss your point or just give up entirely.
●● Make generous use of white space. White space is always helpful, but it’s critical
Figure 17.6 Using Mobile Devices in Presentations
A variety of mobile apps and cloud-based systems can free presenters and audiences from the constraints of
a conventional conference room.
DIGITAL + SOCIAL + MOBILE: TODAY’S COMMUNICATION ENVIRONMENT
The mobile business communication revolution is changing the way employers recruit new talent and the way job candi- dates look for opportunities. Many companies have optimized their careers websites for mobile access, and some have even developed mobile apps that offer everything from background information on what it’s like to work there to application
her career and the industry as a whole. Many of the tools you can use to build your personal brand are available as mobile apps, including blogging platforms, Twitter, Facebook, and LinkedIn.
Dozens of apps are available to help with various aspects of your job search. Résumé creation apps let you quickly
job-search strategies: Maximize Your Mobile
THE FUTURE OF COMMUNICATION
The bots are back. Automated bots (short for robots) made a small wave a decade or so ago when “chatbots” began appear- ing on websites to help companies handle online conversations with customers. Ikea’s Anna, perhaps the first chatbot to get widespread attention, was built to answer routine questions from customers looking for advice regarding the chain’s fur- niture products. Other chatbots followed, smartphones gained virtual “voicebot” assistants, and non-chatty bots continued
THE FUTURE OF COMMUNICATION
The Internet of Things (IoT) refers to the billions of devices now connected to the Internet and the networking potential of having all these gadgets communicate with each other, feed data into vast information warehouses, and interact with peo- ple and the physical environment. These “things” range from simple sensors that measure temperature, location, and other parameters all the way up to robots and other complex systems. People and animals with Internet-capable sensors (such as
the internet of things
S o ft w
G a rd
the future Of cOMMuNIcatION
If you’ve ever tried to converse in a language other than you native tongue, you know what a challenge this can be. As a listener, you have to convert the incoming sounds to discrete words and assemble these words into coherent phrases and sentences in order to extract the meaning. And unlike reading a written document, you have to do all this processing almost instantaneously, without the luxury of going back over some- thing you didn’t get. As a speaker, you have to find the right
Assessing an audience’s emotional response is an important step in judging the success of many communication efforts. If you’re presenting a new idea to upper management, for exam- ple, you can try to read facial clues and other nonverbal signals to determine whether the executives seem excited, annoyed, bored, or anywhere in between.
But what if you’re not there in person and your message has to stand on its own? How can you judge the audience’s reaction? This challenge has been taken up by a range of artificial intelli-
Emotion Recognition Software
THE FUTURE OF COMMUNICATION
Optimizing for mobile includes
writing short headlines that get
right to the point.
This introduction conveys only the
information readers need in order
to grasp the scope of the article.
All the key points of the documents
appear here on the first screen.
Readers who want more detail can
swipe down for background infor-
mation on the five points.
O ff ic