BUSINESS COMMUNICATION

Chapter I: Communication skills

- What is communication skills?
 Communication skill is the ability for an individual to accurately convey a
message to another person or group of people
- What are the most common forms of communication?
 - Through written words
- Through spoken words
- Through pictures and diagrams
- Through facial expressions, behavior and posture
- Succeeding with Twenty-first-century skills
+ Experts estimate that almost half of all present jobs will disappear in the
next decade
+ Future-proof occupations will require communication, managing
people, creativity and specialized knowledge
+ The COVID-19 pandemic forced an unprecedented expansion of remote
work and therefore, accelerated the ongoing digital transformation of the
workplace
+ In a hyperconnected, always-on environment, communication skills are
critical
- Communication skills and career success
+ Superior communication skills will make you marketable in the
workplace of the future regardless of the economic climate
+ In one recent survey of job postings, written and oral communication
ranked first among the five most desirable attributes in job seekers
+ You can learn how to communicate effectively
- Why communication and other social skills matter?
+ The average employee spends almost 12 hours a week answering emails
at the office and another 5 hours from home
+ Many office workers also write reports, memos, presentations, instant
messages, social media posts and more
…
- What do employers want?
+ Communication skills: Today’s workers communicate more because
technology, the Web, mobility, globalization and the anytime-anywhere
workplace
+ Professionalism
/ Soft skills, people skills or emotional intelligence are powerful
social skills employers expected
/ Interpersonal skills or professional skills can be defined as a
combination of communication, logical reasoning, critical thinking, teamwork
and management skills
- How to project your professionalism in communication?
Professional Unprofessional
Speech Habits Recognizing that your Uptalk, a singsong
credibility can be speech pattern, making
seriously damaged by sentences sound like
sounding uneducated, questions, like used as a
crude or adolescent filler
Email Messages with subjects, Sloppy messages with
verbs and punctuation incomplete sentences,
free from IM misspelled words,
abbreviations, messages exclamation points, IM
that are concise and slang and mindless
spelled correctly even chatter. Email addresses
when brief. Email such as
 addressed that include a partyanimal@gmail.com
name or a positive, ,
businesslike expression snugglykitty@icloud.co
m or
hotmama@outlook.com

- The most common forms of technologies at work today

+ Clouding
+ VoIP Phone System
+ Open office and home office
+ Speech recognition
+ Electronic presentations and data visualization
+ Social media for business
+ Blogs, podcasts and Wikis
+ Web conferencing and video conferencing
- Impacts of modern technologies
+ More collaboration and teamwork
/ Many companies have created cross functional teams to empower
employees and boost their involvement in decision making.
/ Ad hoc teams are project-based teams that disband once they have
accomplished their objectives.
/ Our future gig economy may rely on free agents who will be
hired on a project basis rather than traditional fulltime, relatively steady jobs
+ Flattened management layers: High technologies enable managers to
make decisions, and communicated them to customers, workers and executives
directly
+ Global competition and cultural diversity
/ As companies go global, workforce becomes more diverse
/ Workers are expected to develop intercultural skills including
sensitivity, flexibility, patience and tolerance
 + Emphasis on ethics
/ Tales of misconduct have eroded public trust and fed into the
perception that all business is dishonest
/ Millennials prefer sustainable and ethical brands
- Impacts of communication skills on career success in a challenging digital age
marketplace
+ Employers expect the staff to project a professional image and possess
superior interpersonal skills, including oral and written communication
+ Information age job challenges include rapid technological change and
uncertainty, 24/7 availability, flatter management, an emphasis on teams, global
competition, and a renewed focus on ethics
 Chapter II: Understanding culture and
communication
- Culture is a complex system of values, traits, ethics and customs shared by a
society
- Culture is a powerful force that governs the way people think, behave and
communicate
- Key elements of culture

Context

Communicat
Individualism
ion styles

Power Time
distance orientation

+ Context is defined as the stimuli, environment or ambience

surrounding an event
/ Low context culture: tend to be linear, analytical, action oriented
. Communicators depend little on the context and shared
experience to convey their meaning
 . Messages are explicit, and listeners rely solely on written
and spoken words
. Messages should be objective, professional and efficient
. Words are taken literally
/ High context culture: tend to be intuitive and contemplative
. Communicators assume that listeners do not need
background information
. Communicators emphasize interpersonal relationship, non-
verbal expressions, physical setting and social context
. Communication cues tend to be transmitted by posture,
voice inflection, gestures and facial expression

Lower context culture High context culture

- Tend to prefer direct verbal
interaction
- Tend to understand meaning at only
one sociocultural level
- Are generally less proficient in
reading nonverbal cues
- Value individualism
- Rely more on logic
- Say no directly
- Communicate in highly structured,
detailed messages with literal
meanings
- Give authority to written
information
- Tend to prefer indirect verbal
interaction
- Tend to understand meaning
embedded sociocultural levels
- Are generally more proficient in
reading nonverbal cue
- Value group membership
- Rely more on context and feeling
- Talk around the point, avoid saying
no
- Communicate in sometimes simple,
sometimes ambiguous messages
- Understand visual messages readily
 INDIVIDUALISM VS COLLECTIVISM
Individualism Collectivism
- Low context cultures tend to value - High context cultures are most
individualism collectivist
- They believe that initiative and self - They emphasize membership on
– assertion result in personal organizations, groups and teams
achievement - They embrace group values, duties
- Uphold individual action and and decisions
personal responsibility - They resist independence since it
- Expect much freedom in their fosters competition and confrontation
personal lives - Business decisions are made
- Traits of Individualistic Cultures: collectively
/ Uniqueness - Traits of Collectivism Cultures:
/ Self – sufficiency / Social rules focus on promoting
/ Autonomy selflessness
/ Independence / Working as a group

POWER DISTANCE
- Power distance index measures ow people in different societies cope with
inequality
- In high power distance countries, subordinates expect formal hierarchies and
embrace relatively authorial, paternalistic power relationships
- In low power
TIME ORIETATION
- Some cultures see time as a precious commodity
+ Time is correlated with productivity, efficiency and money
+ Keep people waiting is considered as a waste of time and rude
+ E.T. Hall calls this time orientation monochronic time
- Some cultures see time as a unlimited resource
+ Time is considered as flexible, abundant, open and nonlinear
+ Time is seen as an opportunity for developing interpersonal
relationships.
COMMUNICATION STYLES
Low – context High – context
countries countries
Power distance - Power distance index measures how people in
different societies cope with inequality
Subordinates expect Subordinates consider
formal hierarchies and themselves as equals of
embrace relatively their supervisors. They
authorial, paternalistic confidently voice
power relationships opinions and participate
in decision making
Time orientation - Time is considered as - Time is correlated with
flexible, abundant, open productivity, efficiency
and nonlinear and money
- Time is seen as an - Keep people waiting is
opportunity for considered as a waste of
developing interpersonal time and rude
- E.T. Hall calls this
time orientation
monochronic time
Communication styles - Words are important
especially in contracts
and negotiation
- Straightforward, direct

AVOIDING ETHNOCENTRISM AND STEREOTYPUNG

- Ethnocentrism is the belief In the superiority of one’s own ethnic group.
Ethnocentrism causes people to judge others by their own values
- Stereotype is an oversimplified, rigid
TOLERANCE AND OPEN-MINDEDNESS
- Tolerance means learning about those who are not like us
- Be receptive to new experiences
- Tolerance leads to understanding and acceptance
- Be empathetic, trying to see the world through another’s eyes
- Be less judgmental and eider to seek common ground
Chapter IV: Organizing and Drafting Business
Messages
I. The Writing Process Begins With Background Information
- Collect information that answers the following questions:
+ What does the receiver need to know about this topic?
+ What is the receiver to do?
+ How is the receiver to do it?
+ When must the receiver do it?
+ What will happen if the receiver doesn’t do?
- Informal o
+ Search your company’s files
+ Talk with the boss
+ Interview the target audience
+ Create an informal survey
+ Brainstorm the ideas
- Formal research
+ Primary sources: Primary data come from first – hand experience. This
information might come from surveys, interviews, observation and
experimentation
+ Secondary sources: Secondary data come from reading what others
have experienced or observed or written about. Books, magazines, journals and
online resources are sources of secondary data

II. Organizing ideas to show relationships

- Organizing ideas involves two processes
+ Grouping: Well – organized messages group similar ideas together
+ Strategizing: You must decide where in the message to place the main
idea
- Typical document components

- Direct strategy
Direct Strategy
Organizing Business Messages Ideas for the messages

+ Advantages
/ Save the reader’s time
/ Set a proper frame of mind
/ Reduces frustration
+ Apply to
/ Routine requests and response
/ Order and acknowledgements
/ Non – sensitive memos
 / Emails
/ Informational reports
- Indirect strategy
Indirect Strategy
Organizing Business Messages Explanations precedes main
idea

+ Advantages
/ Respects the feelings of the audience
/ Facilitates a fair hearing
/ Minimizes a negative reaction
+ Apply to
/ Emails, letters, memos refusing requests, denying claims,
disapprove credit
/ Persuasive requests, sales letters, sensitive messages
/ Reports and oral presentations

III. Writing a first draft with powerful sentences

- Adding interest and variety with four sentence types
+ Simple sentence: Contains one complete thought (an independent
clause) with a subject and predicate verb
+ Compound sentence: Contains two complete but related thoughts. May
be joined by (a) conjunction such as and, but, or or; (b) a semicolon; or (c) a
conjunctive adverb such as however, consequently, and therefore
 + Complex sentence: Contains an independent clause (a complete
thought) and a dependent clause (a thought that cannot stand by itself).
Dependent clauses are often introduced by words such as although, since,
because, when, and if. When dependent clauses precede independent clauses,
they always are followed by a comma

+ Compound – Complex sentence: Contains at least two independent

clauses and one dependent clause

- Avoiding three common sentence faults

- Choosing short sentences

- Creating emphasis

+ Without verbal and nonverbal clues, when writing you must rely on
other ways to inform readers about which ideas are more important than others

+ Two ways: Mechanically and Stylistically

/ To achieve emphasis through mechanics:

. Underlining

. Italics and boldface

. Font changes

. All caps

. Dashes

. Tabulation

/ To achieve emphasis through stylistically

. Use vivid, not general words

. Label the main idea

 . Place the important idea first or last

. Place the main idea in a simple sentence or in an

independent clause

- De – emphasizing when necessary

+ Use general words

+ Subordinate the bad news

+ Place the bad news in a dependent clause connected to an independent

clause that contains something positive

- Use active and passive voice effectively

+ In the active voice, the subject performs the action

+ In the passive voice, the subject receives the action

+ Active-voice sentences are more direct because they reveal the

performer immediately. They are easier to understand and usually shorter

+ Passive voice is useful to (a) emphasize an action rather than a person,

(b) de-emphasize negative news, and (c) conceal the doer of an action.

- Creating parallelism

+ Parallelism is a writing technique that produces writing

+ Sentences written so that their parts are balanced, or parallel

- Dodging dangling and misplaced modifiers

+ A dangling modifier occur when the word or phrase it describes is
missing from its sentence
 + A misplaced modifier occurs when the word or phrase describes is not
close enough to be clear

IV. Building Well – organized Paragraphs

- A paragraph is a group of sentences about one idea. The following types of
sentences may be organized to express ideas in a well – organized paragraph:
+ Topic sentence: Express the primary idea of the paragraph; often, but
not always, comes first in a paragraph
+ Supporting sentences: Illustrate, explain or strengthen the main idea
- Crafting topic sentences: A paragraph is unified when it develops the a
single main idea
+ The main idea is usually expressed in a topic sentence, which may
appear at the beginning, in the middle, or at the end of the paragraph.
+ Business writers generally place the topic sentence first in the paragraph
+ It tells readers what to expect and helps them understand the paragraph's
central thought immediately
- Developing supporting sentences
+ Business writers generally place the topic sentence first in the paragraph
+ All support sentences in the paragraph must relate to the topic sentence
+ Supporting sentences provide specific details, explanations and
evidence
- Sustaining the key idea: Repeat a key expression or use a similar one
throughout a paragraph
- Dovetailing sentences: Sentences are dovetailed when an idea at the end of
one connects with an idea at the beginning of the next
- Using pronouns: Familiar pronouns, such as we, they, he, she, and it, help
build continuity, as do demonstrative pronouns, such as this, that, these, and
those.
- Using transitional expression
 CHAPTER V: SHORT WORKPLACE
MESSAGES AND DIGITAL MEDIA
I. Written messages at work
- Paper – based messages
+ Business letters
+ Interoffice memos
+ Reports
+ Proposals
+ Manuals
+ Brochures
- Electronic messages
+ E-mail
+ Instant messaging
+ Text messaging
+ Podcasts
+ Blogs
+ Wikis
+ Social Media

Written messages Electronic messages

- Carry more weight - Delivered
- Taken more seriously instantaneously
in certain situations - Promote faster
ADVANTAGES - Can be more feedback
attractively formatted - Considered a standard
form of communication
within organizations
 - Creating a permanent - Sending short informal
record messages
- Projecting formality - Reaching multiple
USEFUL FOR
- Displaying receivers
confidentiality and - Saving and archiving
sensitivity messages

- Some facts about E-mails

+ First email was sent 50 years ago
+ Email traffic grows by 4% annually worldwide
+ Office workers receive 120 messages a day
+ Emails have replaced paper memos insides organizations and some
letter to external audiences
+ 85% of businesspeople open their e-mail on mobile devices
- Common complaints about E-mails
+ Email messages can be confusing and poorly written
+ Answering a large number of emails can be overwhelming and time –
consuming
+ E-mail can eliminate the distinction between work life and home life
- Scary permanence of digital messages
+ E-mail files still leave trails on servers within and outside organizations
after deletion
+ Staff’s personal email accounts might be legally monitored on the
company’s network
+ If employees set up their company’s email on their smartphones. they
have given their employer the right to remotely delete all personal data on the
mobile device
- When and how to use email efficiently and safely
+ Email is appropriate for longer, more involved, well – organized
messages that may provide
 + Email is effective for messages to multiple receivers and those that must
be achieved
+ Email is appropriate as a cover document when sending longer
attachments
- Situations that email is not appropriate: Use face – to – face conversations or
telephone calls if your goal is to
+ Convey enthusiasm or warmth
+ Explain a complex situation
+ Present a persuasive argument
+ Smooth over disagreements
+ People are 34 times more likely to comply within in – person requests
than those by email
- Professional emails have
+ Compelling subject lines, written in a combination of uppercase and
lowercase letters
+ An appropriate greeting and salutation
+ Well – organized bodies, constructs for readability and tone
+ Closing information, complete with action statement, name and contact
information

II. Composing Professional E-mails

1. Drafting a compelling but concise Subject line
- Summarize the main idea
- Avoid meaningless one – word subject lines such as Help or Urgent
- Make the receiver want to open the message
- Try to include a verb
- Type in upper and lowercase letters – never in all upper or lowercase
Poor subject lines Improved Subject Lines
Urgent! Expense Form Due by Friday at 5
p.m.
 We will meet this week Task Force Meeting
Budget report Need You to Prepare a Budget Report

2. Include a Greeting/Salutation
- Greeting sets the tone for the message and reflect your audience analysis
- For friends or colleagues, try friendly greetings
- For outsiders, use more formal messages

3. Opening with the main idea

State the purpose in the first sentence

4. Organize the Body for Readability and Tone

- Start directly
- Group similar topic together
- Present some information in bullets or numbered lists
- Add headings if the message contains more than a few paragraphs
- Condense phrases and sentences if possible
- Get rid of wordiness BUT DO NOT sacrifice CLARITY
- Keep a longer sentence if it is necessary for comprehension

5.Close effectively
- Include an action statement with due dates and request
- A summary of the messages; or a closing thought
- Do include your name because messages without names become confusing
when forwarded or when they are part of a long thread of responses
- Include full contact information in a signature block, which your email
application will be filled automatically

II. Writing office memos

III. Podcasts
- Digital audio programs resembling radio show
- Series of episodes with one or two hosts in an interview format
- Released daily, weekly or monthly
- Played on demand in a Web browser or mobile apps on digital devices
- Awareness of podcasting has grown from 50% to 70% among Americans 12
years old and up
- Estimates suggest that 850000 shows with more than 30 million episodes may
be vying for listeners’ attention today
- Podcasts are
+ portable
+ downloaded and can be enjoyed offline
+ a means for busy professionals to learn, keep informed and be
entertained while maximizing their limited time
- Main players in podcasting
+ can be categorized by genre, producers and purposes
+ Podcast providers include
/ Business organizations
/ Entrepreneurs and Enterprising Individuals
/ News and Media Organizations
/ Educational Institutes
- Podcasts can
+ inform, engage and train staff
+ help convey authenticity by featuring the voices of employees and
personalizing executives
+ broadcast repetitive information that does not require interaction
+ replace costlier live teleconferences and offer on – demand
- Podcasts with sizable audiences will attract advertisers
- Sought – after podcasters also have sponsors and get paid for product
endorsements
- Creating Business podcasts
+ Download software
+ Obtain hardware
 + Organize the message
+ Choose an spontaneously or scripted delivery
+ Prepare and practice
+ Publish and distribute your message

IV. Blog
- It is a website or social media platform with generally well – crafted articles or
commentaries on various topic such as new products or services, media
coverage, industry news, human resources, and philanthropy
- Blogs can reach a far-flung, vast audience.
- Blogs can be a website or a social media platform with informal posts and
articles on any topic written by one or more contributors.
- Blogs are used to keep customers, employees, the public informed and to
interact with each other.
- Business use blogs because
+ Companies use blogs for public relations, customer relations, market
research, internal communication, online community building, and recruiting.
+ Internal blogs accessible to employees on a corporate intranet serve as
information hubs, encourage discussion, create a sense of community, and foster
engagement.
- Public Relations and Customer Relations
+ Blogs provide up-to-date company information to the media,
employees, and the public.
+ Influencers, influential plugged-in opinion leaders who boast large
online audiences and followers, are invited by retailers to create a profile and
blog on its platform.
+ Brand ambassadors are influential online opinion-leaders who are
powerful product champions. They evangelize, or advocate for brands and
services in exchange for compensation and perks.
- Engagement and Viral marketing
 + The engagement aspect of blogging appears to be waning.
Marketers hope their messages will be picked up by brand advocates or
influencers and go viral.
+ Viral marketing refers to the rapid spread of messages online, much
like the spread of infectious diseases.
+ Large companies employ social media experts and marketers who
scrutinize social media for information about their organizations and products.
- Tips for creating a professional blog
+ Identify your audience
+ Find a home for your blog
+ Craft your message
+ Make “blogrolling” (linking to related sites or blogs) work for you
+ Attract search tools by choosing the right keywords

V. Social networking
- Businesses connect with customers and employees, share company news and
exchange ideas on social networking sites such as Facebook or Twitter
- The most popular social media
+ Youtube – 73%
+ Facebook – 69%
+ Instagram – 37%
+ Pinterest – 28%
+ LinkedIn – 27%
+ Snapchat – 24%
+ Twitter – 22%
+ WhatsApp – 20%
- The most popular social media used by Fortune 500 companies
+ Facebook – 95%
+ Twitter – 96%
+ YouTube – 90%
 + Instagram – 73%
+ Because of its popularity with 14 to 26 year – old, Tiktok is named in
this list
- Business use social media
+ For brainstorming and teamwork
+ To boost brand image
+ To provide a forum for collaboration
+ To create buzz
- Social Media and Risk management
+ Public-facing social networks can lead to lost productivity, reputational
damage, and legal issues (e.g., violations of privacy laws, workplace
harassment, and defamation).
+ Hackers may deliver malware through Twitter, LinkedIn, Facebook, or
Instagram by hijacking accounts
+ To minimize risk, companies rely on social media policies, approve and
oversee employees’ use of social media, and mandate training
- The dark side of the technology and social media
+ Privacy fears
+ Location services in most apps allow users to be tracked
+ Our personal data ends up in the cloud, where it exists indefinitely and
where it can be hacked, viewed by unauthorized personnel, or sold to
advertisers.
+ Sometimes our personal data ends up on the dark web, the black market
of the Internet, a mostly illicit network of websites that cannot be accessed by
standard search engines and browsers
+ Sensitive financial information and our medical data are stored in
networks that are frequently breached
- Deepfakes, Doctored videos
 + A post-truth era; “circumstances in which objective facts are less
influential in shaping public opinion than appeals to emotion and personal
belief”
+ Advances in Al could soon make creating deepfakes (doctored video
footage that makes people seem to say or do something they did not do) a lot
easier, permitting ever more sophisticated disinformation
+ Such tampering could be weaponized before an election or might
threaten national security
- Disinformation and Election Tampering
+ More than 90 percent of users access their news online; some 50 to 68
percent of them rely solely on social media.
+ Online, people tend to seek out echo chambers (online communities of
like-minded people who embrace narratives confirming their existing views),
resulting in polarization.
+ Disinformation, (false news stories, doctored narratives, and
propaganda spread on social media to confuse and incite the public), confuse the
public.
+ Foreign agents use large bot armies to disseminate fake news stories on
social media and incite conflict to deepen sharp divisions among the American
public.
- Incivility, Trolling and Cyberbullying
+ Trolls are social media users who fake their identity, provoke
arguments, and disrupt discussions.
+ Users face threats of violence, doxxing (a form of bullying committed
with digital devices aimed at scaring, angering, or shaming victims), and troll
armies bent on silencing others.
+ Cyberbullying, a form of bullying committed with digital devices
aimed at scaring, angering, or shaming victims, persistent messaging, and other
digital nastiness, has driven victims, many of them teenagers, to despair
CHAPTER IX: INFORMAL REPORTS
I. Basic Report Functions
- Informational reports present data without analysis or recommendations.
- Reports that present information without analysis include monthly sales
reports, progress reports, and government compliance reports.
- In addition to reporting data and findings, analytical reports provide analysis
and conclusions.

II. Informal and Formal Writing Styles

- An informal writing style is conversational and is appropriate for familiar
audiences and noncontroversial topics.
- Characterized by a friendly tone, first-person pronouns, and shorter sentences,
an informal writing style is often used for short internal business reports.
- A formal writing style is characterized by objectivity, authority, and
impartiality.
- It is appropriate for proposals and long research reports.
III. Organizational Strategies
1. The direct strategy

If readers are
informed

If readers are
Direct Strategy supportive

If readers are eager to

have results first

2. The indirect strategy

If readers need to be
educated

If readers need to be
Indirect Strategy persuaded

If readers may be
dissapointed or hostile

II. Typical report forms

TYPICAL REPORT FORMS
Letter for informal reports sent to outsiders
Memo/Email for informal reports sent within
 organizations
Manuscript for longer, more formal reports
Preprinted forms for routine activities, such as expense
reports
Digital useful for collaboration and for
posting online

After considering length, topic, audience, and purpose of a report, you will
probably choose from among the following formats.
- Portable document format (PDF): This file type, invented by Adobe,
condenses documents while preserving the formatting and graphics.
- A slide deck: A digital slideshow, these slides can be sent by email, posted on
the Web or accessed on a company internet
- Infographics: Short for information graphics, these are visual representations
of data or information.
- Memo format: Reports that begin with essential background information,
using standard headings: Date, To, From, and Subject and differing from regular
memos in length, use of headings, and deliberate organization.
- Templates: Digital forms that are usually made available on the company
intranet or the Internet and suitable for repetitive data, such as monthly sales
reports, performance appraisals, merchandise inventories, and personnel and
financial reports.
- Letter format: Prepared on office stationery, it contains a date, inside address,
salutation, and complimentary close; letter reports usually are longer and show
more careful organization than typical letters.
- Manuscript format: Usually printed on plain paper without letterhead or
memo header, they begin with a title followed by systematically displayed
headings and subheadings.

III. Developing Informal reports

- Determine problem and purpose
 + Statement of problems helps clarify the task
+ Use the action verbs to tell what you intend to do: analyze, choose,
investigate, justify, evaluate, explain, establish, determine
Example: To recommend a plan that provides sales reps with cars to be used in
their calls. The report will compare cost for three plans: outright ownership,
leasing, and compensation for employee-owned cars. Data will include the sales
reps' reactions for each plan.
- Gather data
+ Primary data come from first-hand experience and observation.
+ Secondary data come from reading what others have experienced,
observed and recorded.
• Company records
• Printed materials (books, newspapers, and periodicals)
• Electronic resources (Web, electronic databases, online resources)
• Observation
• Surveys, questionnaires
• Interviews
- Organize data.
- Write first draft.
- Edit and revise.

IV. Typical informational reports

- Informational reports (FINAL EXAM)
+ Explain why you are writing
+ Describe credibility of data methods and sources
+ Provide background
+ Organize facts in a logical sequence
+ Group similar topics together
+ Summarize findings and highlight main points
- Progress reports: explain the progress of continuing projects
 + Describe the purpose and nature of project.
+ Provide background information if necessary.
+ Summarize work already completed.
+ Explain work currently in progress, including personnel, activities,
methods, and locations.
+ Anticipate problems and possible remedies.
+ Discuss future activities and provide the expected completion date.
- Justification / Recommendation Reports
+ If readers will likely agree with recommendations, use direct pattern.
• Problem
• Recommendations
• Facts
• Discussion
+ If readers oppose recommendations, use indirect pattern.
• Problem
• Facts
• Discussion
• Recommendations
- Feasibility Reports
+ Announce your decision immediately.
+ Describe the background and problem necessitating the proposal.
+ Discuss the benefits of the proposal.
+ Describe any problems that may result.
+ Calculate the costs associated with the proposal, if appropriate.
+ Show the time frame necessary for implementation of the proposal.
- Minutes of meetings
+ Include name of group, date, time, place, name of the meeting.
+ List names of attendees and absentees.
+ State whether the previous minutes were approved or revised.
+ Record old business, new business, announcements, and reports.
 + Include the precise wording of motions.
+ Record the vote and action taken.
+ Conclude with the name and signature of the individual recording the
minutes.
- Summaries
+ Present the goal or purpose of the document being summarized
+ Highlight the research methods (if appropriate), findings, conclusions,
and recommendations.
+ Omit illustrations, examples, and references.
+ Organize for readability by including headings and bulleted or
enumerated lists.
+ Include your reactions or an overall evaluation of the document if
asked to do so

V. Informal Report Writing Style

Uses Characteristics

- Short, routine reports aimed at - Use of first-person pronouns (I, we,

familiar audiences us)

- Noncontroversial reports - Use of contractions (can't, don't,

- Most reports to company insiders "Emphasis on active-voice verbs

Effect (I conducted the study)

Feeling of warmth, personal
- Shorter sentences, familiar words
involvement, closeness
- Occasional use of humor, metaphors

- Acceptance of author's opinions,

ideas
VI. Formal Report Writing Style
Uses Characteristics

- Theses - Absence of first-person pronouns;

- Research studies
- Controversial and complex reports,
especially to outsiders
Effect
- Impression of objectivity, accuracy,
professionalism, fairness
- Distance created between writer and
reader
use of third person (the researcher, the
writer)
- Absence of contractions (cannot, do
not)
- Use of passive-voice verbs (the
study was conducted)
- Complex sentences, long words

- Absence of humor, colorful

adjectives, adverbs

- Elimination of author's
"editorializing"

VI. Report Headings

- Functional Headings describe functions or general topics
Example: Background, Findings, Benefits, …
- Talking Headings describe content and provide more information
Example: Benefits of Offering a Wellness Program
- Effective Report Headings
+ Use appropriate heading levels.
+ Strive for parallel construction within levels.
+ Use first- and second-level headings for short reports.
+ Capitalize and underline carefully.
 + Keep headings short but clear.
+ Include at least one heading per report page.

REVISION

1. How would you determine whether to use the direct strategy or the indirect
strategy for your report?

- Direct strategy can apply to both informational and analytical reports as long
as the audiences are supportive and familiar with the topic.

- Indirect strategy is more appropriate for analytical reports that aim to

persuade audiences or convey bad news.

2. What is the chief difference between primary and secondary data?

- Primary data result from first-hand experience and observation.

- Secondary data come from reading what others have experienced or observed
and written down.

3. Why would you want to start your research with secondary data rather than
gathering primary data right away?

- Secondary data are easier and cheaper to gather than primary data, which
might involve interviewing large groups or sending out questionnaires.

Business researchers should exploit typical sources of factual information for

informal reports such as company records, printed material, and electronic
resources.

- Only when no relevant data are available should writers consider gathering
primary data.

4. Name the six kinds of informal reports. Explain their purpose

- Informational report  to record routine activities such as daily, weekly, and
monthly reports of sales or profits; to investigate options, performance or
equipment; does not analyze information

- Progress report  to monitor the status and headway of unusual or non –

routine activities

- Justification/recommendation report  to offer analysis in addition to data;

to solve problems by evaluating options and offering recommendations.

- Feasibility report  to decide whether to proceed with a plan of action; to

examine the practicality of implementing a specific option or proposal.

- Minutes of meeting  to record of the proceedings of a meeting.

- Summary, including executive summary  to condense the primary ideas,

conclusions, and recommendations of a longer report or publication.

5. How can you ensure that you adopt an appropriate report writing style?

Reports can range from informal to formal, depending on their purpose,

audience, and setting.

- Research reports for clients and other external audiences tend to be rather
formal. They must project objectivity, authority, and impartiality.

- Short reports are mostly informal. They are written for familiar audiences and
involve noncontroversial topics. Writers may use first-person pronouns (1, we,
me, my, us, our) and contractions (I'm, it's, let's, can't, didn't). They will
emphasize active-voice verbs and strive for shorter sentences using familiar
words.

6. How can report writers ensure that they present their topics objectively and
credibly?
- Writers should make an concerted effort to present both sides of an issue, not
just the option they favor.

- They need to separate facts from opinions and beware even of subtle
editorializing and bias.

- Writers must also be sensitive to their readers and use moderation in their word
choice.

Exercise 1: Select a report category and appropriate format for each of the
following situations:

1. Your supervisor wants to know the gist of a recent review in an influential

online magazine discussing the Apple iPad.

 Memo/Email = Summary

2. You wish to propose that the export department hire another marine clerk
because the export desk is chronically understaffed and regularly falls behind
schedule in loading containers.

 = Recommendation Report

3. Your team was assigned to study how your company, a racing bicycle
manufacturer, can comply with the International cycling Union's regulations
before bikes go into production.

Your boss wants to know what you have done thus far.

VII. Organizational Strategies

1. Informational Reports

Direct Strategy

- Introduction/background
- Facts/findings

- Summary/Conclusion

2. Analytical reports

Direct Strategy Indirect Strategy

- Introduction/Problems - Introduction/Problems

- Conclusions/Recommendations - Fact/Findings

- Fact/Findings - Discussion/Analysis

- Discussion/Analysis - Conclusions/Recommendations

3. Introduction

- Tell the purpose of the report

- Describe the significance of the topic

- Preview the main points and the order in which they will be developed

Example: This report examines the security of our current computer operations
and presents suggestions for improving security. Lax computer security could
mean loss of information, loss of business, and damage to our equipment and
systems. Because many former employees released during recent downsizing
efforts know our systems, we must make major changes. To improve security, I
will present three recommendations: (a) begin using dongles that limit access to
our computer system, (b) alter log-on and log-off procedures, and (c) move
central computer operations to a more secure area.
The two tables investigates responses of different age groups about the range of
books and non – print materials of a public library. This survey will play a vital
role in the process of changing and diversifying sources of the library. To
improve the quality of book materials in the library, I will present three main
points: (a) analyze the figure of the range of traditional book, (b) analyze the
figure of non – print materials, (c) recommend some ways to improve the quality
of the library.
 CHAPTER X: PROPOSALS

I. Understanding Business Proposals

- A proposal is a written offer to solve a problem, provide a service, pitch a

project, or sell equipment

- A proposal is a persuasive document designed to motivate the reader to spend,

make, or save money

- Types of proposals: All types of proposals share two significant

characteristics

+ They use easy – to – understand language

+ They show the value and benefits of the product or service being
recommended

- Proposals may be classified as

+ Informal – Shorter – 6 main parts

+ Formal – Long, many parts

+ Internal – May take the form of justification/recommendation report

+ External – Solicited (responding to RFP) or unsolicited (prospecting

for business)

1. Informal proposals

- Informal proposals are short reports, often formatted as memos or letters

- An informal proposal might include the following parts

+ An introduction or description of the problem

 + Pertinent background information or a statement of need

+ The proposal benefits and schedule for completion

+ The staffing requirements

+ A budget analysis

+ A conclusion that may include an authorization request

2. Formal proposals

- Formal proposals respond to big projects and may range from 5 to 200 or
more pages

- In addition to the six basic parts of informal proposals, formal proposals may
contain some or all of these additional parts

+ A copy of a request for proposal (RFP)

+ A letter of transmittal

+ An abstract or executive summary

+ A title page

+ A table of contents

+ A list of figures

+ An appendix

3. Solicited proposals

- Solicited proposals are prepared at request of clients

- Solicited proposals are used when firms know exactly what they want
- Solicited proposals meet specifications spelled out in request for proposal
(RFP)

- Solicited proposals involve in direct competition with other vendors

- Use a standard organization

+ Purpose of proposal

+ Scope of work

+ Background of problem

+ Limitations

+ Methods

+ Schedule

+ Facilities & equipment

+ Personnel

+ Budget

4. Unsolicited proposals

- Unsolicited proposals are initiated by seller without invitation from client

- Unsolicited proposals face no direct competition from other sellers

- Unsolicited proposals succeed only if client is convinced of need for action

- Unsolicited proposals are one important type of unsolicited proposal, the

business plan, is used to get funding from outside investors or lenders

Examples:
i. Clean – up Technology, an American Waste Disposal firm, submitted
proposals to government agencies explaining the need for cleaning coastal;

EFFECTIVE PROPOSALS MUST

- Get the reader's attention

- Emphasize how the proposed methods and products will benefit the reader

- Showcase the bidding firm's expertise and build credibility

- Present ideas clearly and logically, making it easy for the reader to
understand

5. Writing an informal proposal

a. Introduction

- Indicate the purpose. Specify why you are making the proposal

- Develop a persuasive hook. Suggest excellent results, low costs, or exclusive

resources.

b. Background, Problem and Purpose

- Identify problem and explain the goal of the project. Present your plan for
solving the problem or meeting the need

- In unsolicited proposal, present the problem in details; therefore, you might

state factors such as revenue losses, failure to comply with government
regulations or decreased customer satisfaction.

- In solicited proposal, indicate that you understand the problem completely

and you have realistic solutions.
 c. Proposal, Plan and Schedule

- Explain the plan for solving the problem.

- Include implementation plan.

- If research is involved, state the methods to collect data.

- Include a schedule/ timetable of activities to show the benchmarks for

completion.

d. Staffing

- Promote the qualifications of your staff. Explain the specific credentials and
expertise of the key personnel for the project

- Mention special resources and equipment. Show how your support staff and
resources are superior to those of the competition

e. Budget

- Show project costs. For most projects itemize costs. Remember, however, that
proposals are contracts

-Include a deadline. Here or in the conclusion, present a date beyond which the
bid figures are no longer valid

f. Conclusion and Authorization

- Ask for approval. Make it easy for the reader to authorize the project (for
example: Sign and return the enclosed duplicate copy).
 CHAPTER X: FORMAL REPORTS

I. Understanding Business Report

- A formal report may be defined as a document in which a writer analyzes

findings, draws conclusions, and makes recommendations intended to solve a
problem.

- Formal reports are the product of careful investigation and analysis.

- They present ordered information to decision makers in business, industry,

government, and education.

- Report Writing Process

+ Prepare to write.

+ Research secondary data.

+ Generate primary data.

+ Document data.

+ Organize, outline, and discuss data.

+ Illustrate data.

+ Present final report.

- Preparing to write a formal report

+ Define the purpose of the project

+ Limit the scope of the report

•What constraints influence the range of your project?

 •How will you achieve your purpose?

•How much time and space do you have?

/ How accessible is your data?

/ How thorough should your research be?

- Write a statement of purpose to describe the following

+ Goal

+ Significance

+ Limitations

- Use action verbs

- Statement of purpose

Ex: The purpose of this report is to explore possible locations for expansion. The
report will consider economic data, general costs, consumer demand, and local
competition. This research is significant because for our company to survive, we
must grow. This report won't consider specific start-up costs or traffic patterns,
which will require additional research.

- Primary and Secondary Data

+ Primary Data: come from firsthand experience and observation

Advantages Disadvantages

Surveying - Economical and - Response rate is

efficient way to gather generally low
data
- Responders may not
- Ability to reach represent general
 large audiences population

- Data collected tends - Some responses are

to be accurate not very truthful

Interviewing - Locate an expert

- Prepare for the

interview

- Maintain a
professional attitude

- Ask objective,
friendly questions

- Watch the time

- End graciously

Observing - Plan ahead

- Get necessary
permissions

- Be objective

- Quantify
observations

Experimenting - Develop rigorous

research design

- Pay attention to
matching
experimental and
 control group

Focus Group - Is commonly used in

Discussion the early stage of
launching a new
product

- Involves a small
group of respondents
(8 to 12) who provide
their opinions on a
topic (e.g., opinions
towards a new
product or service)

- Is conducted by a
trained moderator or
facilitator

Documenting Data - To strengthen your

argument

- To instruct the
reader

- To project yourself
against charges of
plagiarism

- What to document

Another person's
ideas, opinions,
examples, or theory

Any facts, statistics,

and graphics that are
not common
knowledge

Quotations of another
person's actual spoken
or written words

Paraphrases of
another person's
spoken or written
words

- How to paraphrase

Read original material

until you comprehend
its full meaning.

Write your own

version without
looking at the
original.

Avoid using
grammatical structure
of the original.

Reread to make sure

you have covered all
 main points.

+ Secondary Data: come from reading what others have experienced or

observed and written down

- Six steps of Preparing the Reports

+ Identifying purpose: Defined in terms of what you want your reader to

do or think after reading it

Ex: This study was designed to analyze the direct and indirect economic
impact of XYZ Park on the City of Boston.

The study examines the impact of the English-language competence and

intercultural communication competence on the Chinese expatriates' adjustment
to their overseas assignments.

+ Identifying audience

/ Identify primary and secondary audience of the report

Ex: When reporting on an employee's violation to the company policy to the

human resources director, the primary receiver would be the human resources
director and the secondary receivers would include other staff in the human
resources department and perhaps the employee himself.

/ Give enough information to overcome possible objections in the

receiver's mind.

/ Write an objective and unambiguous report. Avoid emotional and

abstract terms.

+ Identifying context

+ Identifying Content
 + Selecting Medium

/ Lengel and Daft classify media as "rich" or "lean" on the basis of

three criteria:

• ability to transmit multiple cues,

• ability to facilitate rapid feedback, and

• ability to provide a personal focus.

/ The riches medium: face – to – face communication, it can

accommodate the full range of vocal and visual cues

/ The leanest medium: impersonal items such as flyers or bullet-

board announcements. They can accommodate few cues, allow for delayed
feedback only, and have no personal focus.

+ Choosing the Report Structure

/ Direct Strategy

/ Indirect Strategy

- Organizing Report Data

- Illustrating Report Data

+ To clarify data

+ To create visual interest

+ To make numerical data meaningful

+ To make information more understandable and easier to remember

II. Proposals
OVERVIEW OF PROPOSALS

- Proposals may be solicited (requested by an organization) or unsolicited

(written to offer a service, request funding, or solve a problem).

- Informal proposals often include an introduction; a background and purpose

statement; a proposal, plan, and schedule; staffing requirements; a budget
showing project costs; and a conclusion.
- Formal proposals often include additional components, such as a letter of
transmittal, a title page, a table of contents, and an appendix.

1. Preparation for Formal Report

- A formal report is a document that analyzes findings, draws conclusions, and
makes recommendations intended to solve a problem

- Writers determine the purpose and scope of the report, anticipate the needs of
the audience, prepare a work plan, decide on appropriate research methods,
conduct research using secondary and primary sources, organize findings, draw
conclusions, and design graphics.

- Writers proofread and edit formal reports by reviewing the format, spacing and
font consistency, graphics placement, heading levels, data accuracy, and
mechanics

- Collecting Primary and Secondary Data

+ Nearly every research project should begin with secondary data

including print resources

+ Print resources include books, periodicals and indexes

+ Research databases (such as ProQuest, EBSCO, JStor, and Factiva)

enable researchers to access in – depth data without ever leaving their offices or
homes

+ The most successful researchers know their search tools and apply
smart Internet strategies

+ Good writers assess the credibility of each Web resource by evaluating

its currency (last update), author or sponsoring organization, content, purpose,
and accuracy

+ Report writes gather data from primary sources by distributing surveys

- Purposes and Techniques of Documentation and how to avoid Plagiarism

+ Documenting sources means giving credit to information sources

+ Documenting is necessary to strengthen an argument, protect against

charges of plagiarism, instruct the reader, and save time.

+ Common citation formats include the Modern Language Association

(MLA), the American Psychological Association (APA), and the Chicago
Manual of Style (CMS).

- Convert report data into meaningful visual aids and graphics

+ Tables show quantitative information in systematic columns and rows;

they require meaningful titles, bold column headings, and logical data
arrangement.

+ Bar charts and line charts show visual comparisons using horizontal
or vertical bars or lines of varying lengths; pie charts show a whole and the
proportion of its components.

+ Flowcharts diagram processes and procedures, organizational charts

show a company's chain of command and structure, and infographics visually
illustrate complex information.

+ Evaluate the audience

+ Use restraint in colors and decorations

- Typical report components

+ Front matter components of formal reports often include a title page,

letter or memo of transmittal, table of contents, list of figures, and executive
summary.
 + Body components of formal reports include the introduction, the body,
and the conclusions and recommendations.

+ The principal section of a formal report is the body; it discusses,

analyzes, interprets, and evaluates the research findings before drawing
conclusions.

+ Back matter components of a formal report include a bibliography,

which may be a works-cited or reference page, and any appendixes.
 CHAPTER XI: PRESENTATION

I. Preparation for an Oral Presentation

- Know your audience:

+ Friendly, neutral, uninterested or hostile?

+ How to gain credibility?

+ How to relate this information to their needs?

+ Which of the following would be most effective in making my point?

Facts ? Statistics? Personal experiences? Expert opinion? Humor? Cartoons?

Cases? Graphic illustration? Demonstrations? Analogies

+ How to make them remember your main points?

- Good organization contributes to audience comprehension and retention. The
following presentation plan is recommended:

Step 1: Tell them what you are going to tell them.

Step 2: Tell them.

Step 3: Tell them what you have told them.

- In other words, repeat your main points in the introduction, body, and
conclusion of your presentation

1. Introduction

- The introduction should aim to accomplish three goals

 + Capture listeners' attention and get them involved.

+ Identify yourself and establish your credibility

+ Preview your main points

- Capturing attention in the introduction

+ A Promise "By the end of my talk, you will

+ Drama--tell a moving story; describe a problem.

+ Eye contact--command attention by making eye contact with as many

people as possible.

+ Movement - leave the lectern area. Move toward the audience.

+ Questions - ask for a show of hands. Use a rhetorical question.

+ Demonstrations - include a member of the audience.

+ Samples, gimmicks - award prizes to volunteer participants; pass out

samples.

+ Visuals - use graphics and other visual aids.

+ Attire - professional dress helps you look more competent and

qualified,

+ Appeal to audience's self-interest - audience members want to know,

“What's in it for me?"

- Building credibility

+ Education

+ Work Experience

+ Background
 + Years with company or in industry

+ Name of person who asked you to speak

+ Self - confidence

+ Eve contact

2. Body

- Focus on a few central ideas

- Develop two to four main points. Streamline your topic and summarize its
principal parts

- Support your main points

- Arrange the points logically by a pattern

- Prepare transitions to guide

- Supporting your main points

- Using verbal sign points to transition

3. Conclusion

- A conclusion is like a punch line and must stand out.

- Summarize your main themes.

- Leave the audience with a specific and memorable take-away.

- In your conclusion you could use an anecdote, an inspiring quotation, or a

statement that ties in the opener and offers a new insight
 Handling
Audience
Questions

If you
Tell Direct
don't
audience in answers
Pause at know an
the to the
the end of Repeat answer,
beginning of entire
your Call on each admit it
your Keep audience,
conclusio audience question and offer
presentation control not just
n before members before to find the
that you'll the person
asking answering answer
be taking who
questions later.
questions at asked the
Follow
the end question
up!

- Excellent speakers are adept at building audience rapport. This means they
establish a connection with the audience, creating a harmonious relationship in
which people feel they have something in common. Speakers form a bond with
the audience, often entertaining as well as informing.
 CHAPTER XII: The Job Research, Résumés,
and Cover Message

I. Using Technology in Your Job Research

- Technology has greatly affected the way organizations announce jobs, select
candidates, screen resumes, and conduct interviews

- Companies of all sizes employ AI – enhanced applicant tracking systems

(ATS) to:

+ Automatically post openings

+ Select resumes

+ Rank candidates

+ Generate interview requests

II. Four steps in an effective job research

- Analyze yourself
+ Identify your interests and goals
+ Assess your qualifications
+ Explore career opportunities
- Explore the Open and Hidden Job Markets
+ Search online jobs boards
+ Look for jobs on social media
+ Start building your personal network
+ Create personal brand
- Create a Customized Resume and Cover Letter
+ Choose a resume style
+ Tailor your resume to each position
+ Optimize for digital technology
+ Prepare a LinkedIn profile
- Know the Hiring Process
+ Submit your resume, application and e – portfolio
+ Undergo screening and hiring interviews
+ Accept an offer or reevaluate your progress
 1. Starting your job search with self – analysis

- Asking yourself the following questions

+ What are you passionate about? Can you turn this passion into a career?

+ Do you enjoy working with people, data, or things?

+ How important are salary, benefits, technology support, and job

stimulation?

+ Must you work in a specific city, geographical area, or climate?

+ Are you looking for security, travel opportunities, money, power, or

prestige?

+ How would you describe the perfect job, boss, and coworkers?

- Evaluating Your Qualifications

+ What technology skills can you present? What specific software

programs have you mastered, what Internet research skills do you have, and
what social media savvy can you offer?

+ Do you communicate well in speech and in writing? Do you speak

another language? How can you illustrate and verify these abilities?

+ What other skills have you acquired in school, on the job, in an

internship, or through leisure activities and volunteer work? How can you
demonstrate these skills?

+ Do you work well with people? Do you enjoy teamwork? What proof
can you offer? Consider extracurricular activities, clubs, class projects, and jobs.

+ Are you a leader, self-starter, or manager? What evidence can you

provide? What leadership roles have you held?
 + Do you learn quickly? Can you think critically? How can you
demonstrate these characteristics?

2. Exploring the Open Job Market

- The open job market consists of jobs that are advertised or publicly listed

- The hidden job market consists of jobs that are never advertised or listed.

- Some analysts and authors claim that between 50 and 80 percent of all jobs are
never listed or are filled before they even make it to online job boards or
advertisements.

- Following are four of the best job sites for both traditional and nontraditional
college students:

+ Indeed

+ CareerBuilder

+ Monster

+ CollegeRecruiter

- If you seek a job in a particular field, look for a niche site:

+ Dice for technology jobs

+ Advance Healthcare Network for jobs in the medical field

+ Accountemps for temporary accounting positions

+ GettingHired for disabled workers

+ Workforce50 for older workers

+ CoolWorks for a short-term job

 + USAJOBS for a government job

- Gaining an Edge with Mobile Apps

+ The Indeed Job Search app lets you filter your search results based on
your field, desired salary, and location.

+ Intro is an app that connects you to people in your field or in your

social media network.

+ JobAware allows you to integrate all your Internet job-search

activity including LinkedIn.

+ JobCompass helps you narrow the search to your zip code.

+ LinkUp Job Search Engine, Monster, Reach, Simply Hired,

Snagajob, and Switch all offer mobile links to job listings from a variety of
sources.

- To protect your personal data when posting on internet job boards:

+ Use reputable, well-known sites.

+ Don't divulge personal data.

+ Set up a separate e-mail account.

+ Post privately.

+ Keep careful records.

+ Don't include your references.

+ Don't respond to blind job postings.

- Building a Personal Network

 + Referrals and person-to-person contacts continue to be employers' top
source of hires.

+ Networking means developing a supportive system of person-to-person

contacts during a job search and involves meeting people and talking to them
about your field or industry so that you can gain information and possibly open
doors to job vacancies.

- Build your personal brand

+ Before starting the job hunt, develop a brand that emphasizes those
qualities that make you special and desirable in the job market.

+ What is your unique selling point?

+ What special skill set or trait makes you stand out among all job
applicants?

+ What would your instructors or employers say is your greatest

strength?

+ What are you promoting about yourself?

 To develop your brand:

- Experts suggest that you create a tagline that describes what you

do, who you are, and what's special about you.

- Prepare a professional-looking business card with your name and tagline.

- Work on an elevator pitch, a concise speech that you can give in 60 seconds or
less describing who you are and what you can offer.

- Build a powerful online presence.

II. Customizing Your Résumés

Résumés should be customized for every individual position.

- An applicant tracking system (ATS) is software that acts as a database for job
applicants and helps businesses manage job postings, screen résumés, rank
candidates, and generate interview requests.

- A recruiter or hiring manager may never see a résumé unless it is selected by

the ATS.

- Selecting a Résumés Style

+The chronological résumé lists work history job by job but in reverse
order, starting with the most recent position.

/ Recruiters favor the chronological format because they are

familiar with it and because it quickly reveals a candidate's education and
experience.

/ The chronological style works well for candidates who have

experience in their field of employment and for those who show steady career
growth.

/ It is less helpful for people who have changed jobs frequently,

who lack extensive experience or who have gaps in their employment records.

+ The functional résumé focuses on a candidate's skills rather than on

past employment.

/ The functional résumé groups skills and accomplishments in

special categories.
 / Workers who have changed jobs frequently, who have gaps in
their employment records, or who are entering an entirely different field may
prefer the functional résumé.

/ Recent graduates with little or no related employment experience,

older job seekers who want to downplay a long job history, and job hunters who
are afraid of appearing overqualified may also prefer the functional format.

- How Long Should a Résumé Be?

+ Make your résume as long as needed to present your skills to

recruiters and hiring managers.

+ Workers with fewer than ten years of experience, those making a major
career change, and those who have had only one or two employers will likely
have one-page résumés.

+ Those with ten years or more of related experience may have two-page
résumés.

+ Senior-level managers and executives with a lengthy history of major

accomplishments might have résumés that are three pages or longer.

- Include a well-written objective, customized for the job opening.

+ Strive to include strategic keywords from the job listing because these
will help tracking systems select your résumé.

+ Focus on what you can contribute to the organization, not on what the
organization can do for you.

+ If you decide to use a job title instead of an objective, consider

including the words "Target Job Title."
- A summary of qualifications, also called a résumé summary or profile
statement, presents a snapshot of your most notable work experience,
achievements, and skills.

+ Present a concentrated list of many relevant keywords for a tracking

system to pick up.

+ Highlight your most compelling qualifications in a highly visible spot.

+ Make a list of three to eight bulleted statements demonstrating your

experience in the field, your education, your unique skills, awards you have
won, certifications you hold, and any other accomplishments.

- In the education section, you should include:

+ The name and location of schools

+ Dates of attendance

+ Major fields of study

+ Degrees earned

+ Once you have attended college, you should not list high school

information on your résumé.

- Place your employment achievements and job duties in bulleted lists.

+ Customize your information so that it relates to the targeted job.

+ Your bullet points should be concise but not complete sentences.

+ They usually do not include personal pronouns.

+ Be specific.

+ Quantify your achievements.

 + Select work experiences and achievements that illustrate your initiative,
dependability, responsibility, resourcefulness, flexibility, and leadership

+ Start each of your bullet points with an action verb.

- List your special skills.

+Use nouns that relate to the targeted position.

+ Highlight your familiarity with Internet research, software programs,

social media networking or marketing, office equipment, and communication
technology tools.

+ Use expressions such as "proficient in," "competent in”, "experienced

in," and "ability to."

+ Showcase exceptional aptitudes, such as working well under stress,

learning computer programs quickly, and interacting with customers.

- If you have three or more awards or honors, highlight them by listing them
under a separate heading.

+ If you have fewer, put them in the Education or Work Experience

section if appropriate.

+ Include awards, scholarships (financial and other), fellowships, dean's

list, honors, recognition, commendations, and certificates.

+ Include campus, community, volunteer, and professional activities.

+ Omit personal data, such as birth date, marital status, height, weight,
national origin, health, disability, and religious affiliation.

+ Include hobbies or interests that might grab the recruiter's attention or

serve as conversation starters.

+ Indicate your willingness to travel or to relocate.

 + Include references on a separate list.

+ Ask three to five individuals, (instructors, current or previous

employers, colleagues or subordinates, and other professional contacts) to
answer inquiries regarding your qualifications for employment.

+ Do not include personal or character references.

IV. Cover letters

- A cover letter or letter of application is used to

+ Introduce a résumé

+ Highlight the candidate's strengths in terms of benefits to the employer

+ Gain an interview

- Creating a Customized Cover Letter

+ Regardless of its length, a cover letter should have three primary parts:

+ An opening that captures attention, introduces the message, and

identifies the position

+ A body that promotes the candidate and focuses on the employer's

needs

+ A closing that requests an interview and motivates action

+ Your cover letter will be more appealing if it begins by addressing the

reader by name.

+ Try to identify the name of the appropriate individual on Linkedin or by

studying the company's website.
 + You could also call the human resources department and ask the name
of the person in charge of hiring.

+ If you cannot find the name of any person to address, you might replace
the salutation of your letter with a descriptive subject line such as "Application
for Marketing Specialist Position

- Motivating Action in the Closing

+ Conclude by asking confidently for an interview.

+ Don't ask for the job; to do so would be presumptuous and naive.

+ Suggest reader benefits or review your strongest points.

+ Sound sincere and appreciative.

+ Make it easy for the reader to respond by supplying your telephone

number and the best times to call you.

+ Avoid expressions such as "I hope," which weaken your closing.

- Final tips for Successful Cover Letter

Reduce "I" domination with the following techniques:

• Make activities and outcomes the subjects of sentences.

• Focus on the "you" view.

• Move phrases from within the sentence to the beginning.

• Strive for a comfortable style.