Business Communication Polishing Your Professional Presence

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  • Edition: 3rd
  • Format: Paperback
  • Copyright: 6/9/2015
  • Publisher: Pearson

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For courses in Business Communication


Communication in Business Practices

Business Communication: Polishing Your Professional Presence helps readers achieve the highest level of professionalism when conducting business. With a clear communication model that helps readers professionally analyze and react to any sort of business situation, this text stresses the importance of etiquette in successful entrepreneurial practices.


The Third Edition relates business communication to modern technologies and social media outlets, bringing the text into the context of our digital world. With a focus on learning and exercising crucial skills such as writing, speaking, critical thinking, and collaborating with peers, Business Communication prepares readers for social and communicative challenges they will face as businesspeople.


Author Biography

Barbara Shwom, Ph.D., is Professor of Instruction in Writing at Northwestern University, where she teaches in the Weinberg College of Arts and Sciences, Kellogg School of Management, and McCormick School of Engineering and Applied Science. For more than 30 years, she has designed and taught communication courses that have influenced this textbook, including Writing in Organizations, Communicating Complex Data, Engineering Design and Communication, and How to Become an Expert in Roughly 10 Weeks. Professor Shwom’s teaching at Northwestern has been recognized by both an outstanding teacher award and an appointment as a fellow of Northwestern’s Searle Center for Teaching Excellence. Professor Shwom has gained industry experience as the managing principal of Communication Partners, a consulting practice that works with clients from a range of industries, including biotechnology, high tech research and development, pharmaceuticals, management consulting, market research, financial services, engineering, and consumer products. Professor Shwom’s research interests include evolving genres of business communication, visual communication of data, and methods of persuasion. In addition to many articles, she is also the co-author of a textbook on graphics and visual communication for managers. She currently sits on the Board of Directors of the Association for Business Communication and the editorial review board of Business and Professional Communication Quarterly and has served as president for both the Association for Business Communication and the Association of Professional Communication Consultants.


Lisa Gueldenzoph Snyder, Ph.D., is a Professor and Chairperson of the Department of Business Education and Interim Associate Dean in the School of Business and Economics at North Carolina Agricultural and Technical State University in Greensboro. She earned a doctorate in Higher Education Administration from Bowling Green State University in Ohio, where she also received a master’s degree in Business Education. Her Bachelor of Science in Business Education is from Northern Michigan University. Dr. Snyder is widely published in journals such as the Business Communication Quarterly, Journal of Business Communication, Business Education Digest, , and NABTE Review. She has made over 150 presentations at local, regional, and national professional development events, workshops, and conferences. Dr. Snyder received the Meada Gibbs Outstanding Teacher Award from the Association for Business Communication, and the Distinguished Alumni Award from the Business Education program at Bowling Green State University. She also has received the Innovative Instructional Practices Award from Delta Pi Epsilon, the Distinguished Service Award from the Ohio Business Teachers Association, and the Collegiate Teacher of the Year Award from both the North Carolina Business Education Association and the Southern Business Education Association. Dr. Snyder is also a Regional Vice President of the Association for Business Communication, National President of the Association for Research in Business Education, Research Coordinator for the National Association for Business Teacher Education, and the Past-Chair of the Policies Commission for Business and Economic Education.


Table of Contents


1 Developing Your Professional Presence

2 Working with Others: Interpersonal, Intercultural, and Team Communication

3 Managing the Communication Process: Analyzing, Composing, Evaluating



4 Communicating Routine Messages and Building Goodwill

5 Communicating Persuasive Messages

6 Communicating Bad News

7 Communicating through Social Media



8 Finding and Evaluating Business Information

9 Preparing Persuasive Business Proposals

10 Preparing Business Reports

11 Preparing and Delivering Business Presentations



12 Communicating Your Professional Brand: Social Media, Résumés, and Cover Letters


APPENDIX A. Formats for Business Documents

APPENDIX B. Documentation and Reference Styles

APPENDIX C. Grammar, Punctuation, Mechanics, and Conventions

APPENDIX D. Answer Key to Grammar Exercises

APPENDIX E. Proofreader’s Marks




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