Business Communication 3e by Shwom, Snyder

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Business Communication 3e by Shwom, Snyder is the third edition of the textbook titled Business Communication: Polishing Your Professional Presence and authored by Barbara Lynne Shwom, Northwestern University, and Lisa Gueldenzoph Snyder, North Carolina A&T State University, and published by Pearson Education, Inc., Hoboken, New Jersey in 2016.

  • Abstract. One or two paragraphs—often included at the beginning of a formal informational report—that either (a) describe the content of the report so that a reader can decide whether to read the report or (b) briefly summarize the report, including the main points, conclusions, and recommendations.
  • Abstract language. Language that refers to broad concepts that an audience can interpret in multiple ways.
  • Action interview. An interview format that requires applicants to make a presentation or perform under work-based conditions, which could be simulated or real.
  • Active listening. A learned skill that requires you to attentively focus on the speaker's communication, interpret the meaning of the content, and respond with feedback to ensure understanding.
  • Active voice. A sentence structure in which the subject performs the action of the verb.
  • Affective conflict. A conflict that results from differences in personalities and relationships. If affective conflicts remain unstated and unaddressed, they can lead to tension, stress, and dysfunctional work processes.
  • Agenda. A detailed plan or outline of the items to be discussed at a meeting.
  • AIDA. An acronym used in marketing to suggest the organization of sales communication: Attention, Interest, Desire, Action.
  • Analytical report. A report that analyzes information to solve a problem or support a business decision.
  • Analyzing. The process of looking critically at four elements of your message: purpose, audience, content, and medium.
  • Anecdotal evidence. Information you can get from a subjective report that may not be scientifically valid or representative but that may provide insight on your topic.
  • Anecdote. A very short story, usually a true one, that is used to make a point and bring a subject to life.
  • Animations. Visual effects that control when and how elements appear on your slides while you present.
  • Announcement. A message that publicly notifies people of information they need or want to know.
  • Appendix. A section (or multiple sections called appendices) included at the end of a formal report or proposal that provides supplementary information.
  • Argumentation. A persuasive appeal that supports a position with reasons and evidence. Chapters 8, 11, and 12 cover other examples of communication that requires persuasion—proposals, cover letters, résumés, and interviews.
  • Attachment. A document that is included with a letter or memo report to provide supplementary information.
  • Audience. Anyone who receives a message and for whom a message is intended.
  • Audience benefits. The positive outcomes your audience will experience by agreeing with or acting on your message.
  • Audience. The recipients of your communication.
  • Barrier. An obstacle that gets in the way of effective communication.
  • Behavioral questions. A type of interview question designed to determine how you would make decisions, solve problems, or respond to stressful situations.
  • Brand message. A statement that communicates the unique value you offer your employers.
  • Buffer. An introductory sentence or paragraph that leads up to and softens the bad-news message.
  • Bullet point. One of a number of items printed in a vertical list, preceded by a symbol called a bullet.
  • Bullet point list. A vertically formatted list, with each item preceded by a dot or other simple shape.
  • Business case. A justification for a proposal showing that the recommended course of action is good for an organization and makes business sense.
  • Career fair. A gathering of representatives or recruiters from many companies seeking to fill open positions.
  • Chronological résumé. A traditional résumé style that lists content sequentially, starting with the most recent experience.
  • Clarity. The quality of being unambiguous and easy to understand.
  • Clichés. Commonplace and often overused phrases that have lost their force and meaning.
  • Cloud computing. Software applications that either run on the Internet rather than your local computer or that allow you to store files on the Internet rather than (or in addition to) your local computer.
  • Cognitive conflict. A conflict that results from differences in understanding content or tasks. Working through a cognitive conflict often leads to better decisions and work products.
  • Collaboration. The process of working together to achieve a common goal.
  • Collectivist culture. A culture that puts the good of the group or organization before people's individual interests.
  • Combined résumé. A résumé style that takes advantage of both the chronological and functional methods of organizing content by highlighting work experience by date and skill sets by category.
  • Communication. The process by which participants not only exchange messages (information, ideas, feelings) but also co-create and share meaning.
  • Communication strategy. A plan for what and how you are going to communicate to ensure your message achieves your purpose.
  • Competitive proposal. A proposal that will compete with other proposals for the same sale, funding, or opportunity.
  • Composing. The multistep process of producing content, organizing it so that it is understandable from the audience's perspective, putting it into coherent sentences and logical paragraphs, and then designing a format or delivery approach that is professional and makes the communication easy to follow.
  • Comprehension. How well you understand what you hear or read.
  • Concession. An admission that the opposing point of view has merit but does not invalidate your argument.
  • Conciseness. Using no more words than necessary for a message to accomplish its purpose.
  • Concrete language. Language that is specific, making it likely that everyone will interpret it the same way.
  • Confirmation. An acknowledgment that you have received information or understood a message correctly.
  • Congratulatory message. Communication sent to recognize someone's achievements or important events.
  • Content. The substance of your message.
  • Content marketing. A technique for persuading customers by providing them valuable information without trying to sell them anything.
  • Context. The external circumstances and forces that influence communication.
  • Context (relating to culture). A term that describes how people in a culture deliver, receive, and interpret messages. Low-context cultures rely on explicit language to communicate. High-context cultures derive meaning not just from words but from everything surrounding the words.
  • Convenience sample. A survey population selected because you have easy access to that group.
  • Cover letter. A persuasive letter or email sent to a prospective employer along with a résumé that "sells" your résumé to the employer.
  • Cover message. A letter, memo, or email accompanying a formal report or proposal, designed to explain the document and persuade the audience to read it.
  • Credibility. An audience's belief that you have expertise and are trustworthy based on your knowledge, character, reputation, and behavior.
  • Culture. The learned and shared attitudes, values, and behaviors that characterize a group of people.
  • Customer claim. A request from a customer to a store or vendor to accept a return, exchange an item, refund money, or perform a repair.
  • Dashboard. A single-screen display of data aggregated from different sources.
  • Data graphics. Visual representations of data, in tables and graphs, that allow you to see relationships and trends much more clearly than in text alone.
  • Decode. To interpret the words, images, and actions of a message and attach meaning to them.
  • Deliverables. The items or services you agree to deliver to your audience.
  • Desktop search tool. A search engine designed to search for files on your computer or file server that contain specific words or that were produced within a specific time period.
  • Direct organization. The method of arranging content in a message to present the main idea of the message before the supporting details.
  • Drafting. A creative process that involves getting information on the paper or computer screen before revising and editing it.
  • Elevator pitch. A concise statement designed to communicate the value of an idea product, or job candidate; intrigue the audience; and initiate a deeper conversation.pp. 434, 454
  • Emotional intelligence. The ability to perceive and understand emotions and to use that knowledge to guide your own behavior and respond to others.
  • Encode. To translate the meaning of a message into words, images, or actions.
  • Ethics. The principles used to guide decision making and lead a person to do the right thing.
  • Ethnocentrism. An inappropriate belief that your own culture is superior to all others.
  • Evaluating. The process of critically reviewing your communication to ensure it is complete, clear, concise, easy to understand, and error free.pp. 37, 77
  • Evaluation report. A report that assesses the success of a project.
  • Executive summary. A separate, stand-alone mini document, included at the beginning of a longer proposal or report, that completely summarizes the document's main ideas.pp. 313, 333
  • External audiences. People with whom you communicate outside your organization.
  • External benefits. Advantages that someone else—a third party—gains when your audience complies with a request.
  • External proposal. A proposal addressed to people outside of your organization.
  • Fallacy. A violation of logical reasoning that leads to a flawed argument.
  • Feasibility report. A report that analyzes whether a plan can be implemented as proposed. It may also consider how to change the plan to make it feasible.
  • Feedback. Any form of verbal or nonverbal response to a message.
  • For-your-information message (FYI message). A message written as an act of kindness to pass along information you think someone may appreciate knowing.
  • Forming. A stage of team development in which members get to know each other.
  • Functional résumé. A contemporary résumé style that emphasizes categories of skills rather than job experience.
  • Goodwill. The positive relationship between you (or your company) and your audience.pp. 77, 186
  • Goodwill message. Any message that gives you the opportunity to establish and sustain a positive relationship with your audience.
  • Grant proposal. A proposal requesting funding, typically from governmental agencies or charitable foundations.
  • Graphs. A visual representation of data that illustrates the relationship among variables, usually in relationship to x- and y-axes.
  • Group interview. An interview format in which an employer meets with several applicants at the same time to assess their approach to working collaboratively with others.
  • Groupthink. A process by which a group reaches a decision by eliminating all critical thinking that threatens consensus.
  • Idiom. An expression that means something other than the literal meaning of its words.pp. 18, 51
  • Implicit request. A request that hints at what you want rather than stating it directly.
  • Impromptu speaking. Speaking without advance knowledge of the topic or question.
  • Indirect organization. The method of arranging content in a message to present the supporting details before the main idea.
  • [[Individualistic culture0A culture that values an individual's achievements, satisfaction, and independent thinking.
  • Infographic. A representation of data or information in visual form. An infographic is a stand-alone visual display that typically combines multiple representations of data to provide a complete picture.p. 345
  • Informational report. A report that provides readers with facts that they can easily understand and refer to when necessary. Meeting minutes, trip reports, and progress reports are types of informational reports.
  • Internal audiences. People with whom you communicate inside your organization.
  • Internal benefits. Advantages that your audience will directly receive from complying with your request. Examples include a reduced workload, increased professional recognition, and financial gains.
  • Internal proposal. A proposal addressed to people within your organization.
  • Interpersonal communication. The ongoing process of interacting with others and exchanging information and meaning to achieve understanding.
  • Interpretation. Analyzing the meaning of what you hear, read, or see to determine its intention.
  • Interview. A research method involving a structured discussion between two or more people, usually in a question-and-answer format.
  • Jargon. The specialized language of a specific field.
  • Letters. Formal correspondence, generally intended for external audiences. Letters can be sent through postal mail or by email attachment for quicker delivery.
  • Limitations. The characteristics of the research that prevent you from generalizing your findings more broadly.
  • Mean. The average derived by adding all responses and dividing the sum by the number of responses.
  • Median. The number that represents the middle number in a distribution or the most central number.
  • Medium. The method you use to deliver your message (for example, telephone, face-to-face meeting, email, text message, or website).pp. 5, 77
  • Meeting minutes. Notes that describe what was discussed at a meeting, what was decided, and what actions will follow.
  • Memos. Hardcopy documents, following a set format, typically sent to internal audiences.
  • Message headlines. Slide headlines that summarize the key point, or message, of each slide.
  • Minutes. A written report of a meeting that identifies who was present, summarizes the discussion, and records specific decisions and action items.
  • Mode. The number that most frequently appears in a distribution.
  • Monochronic culture. A culture that values punctuality and efficiency.
  • Network. The circle of people who are aware of your career goals and can help you learn about career opportunities.
  • Noncompetitive proposal. A proposal that has no competition because your audience will not be considering any offers other than yours.
  • Nonverbal communication. Messages conveyed through means other than words, for example, tone of voice, facial expressions, gestures, and body language.
  • Norming. A stage of team development in which team members learn how to manage conflict and work with each other effectively.
  • Observational research. A research method that involves watching people perform relevant activities and recording details about what you observe.
  • Outcome. The result of your communication; what you want the recipients of your message to know, do, or feel about the subject of your message.pp. 8, 77
  • Outline. An organizational plan that identifies key topics in the order they will be presented.
  • Panel interview. An interview format that involves several people, such as a search committee, who gather in a conference or seminar room with a job applicant to discuss the position.
  • Parallel phrasing. A method of using the same grammatical form for each item in a list.
  • Paraphrase. A version of what someone else says, but in your own words and with your own emphasis.
  • Paraphrasing. Restating someone's point in different words to ensure you completely understand.
  • Passive listening. Hearing what someone says without actively paying attention to ensure understanding.
  • Passive voice. A sentence structure in which the subject is passive and receives the action expressed by the verb.
  • Performing. A stage of team development in which team members work collaboratively and achieve a high level of productivity.
  • Persuasion. The process of influencing your audience to agree with your point of view, accept your recommendation, grant your request, or change their beliefs or actions in a way that facilitates a desired outcome.pp. 10, 78, 146
  • Persuasive request. A request that persuades the audience to do you a favor by making the audience feel good about doing the favor and, if possible, by stressing audience benefits.
  • Plagiarism. Intentionally or unintentionally failing to acknowledge others' ideas in your work.
  • Podcast. An audio or video presentation or program that is recorded without an audience, posted on a website or a social media site such as YouTube or Vimeo, and distributed through links.
  • Polychronic culture. A culture that has a relaxed attitude toward time and punctuality.
  • Power distance. A characteristic of cultures that describes how the culture perceives inequality and authority.
  • Primary audience. The person or people to whom your message is addressed.pp. 78, 147
  • Primary research. The process of collecting your own data from original sources.
  • Primary sources. Sources from which you collect your own raw data.
  • Professional brand. The image you present of yourself that makes you stand out compared to other applicants.
  • Professional presence. Your ability to project competence, credibility, and confidence in your communication.
  • Professionalism. The qualities that make you appear businesslike in the workplace.
  • Progress report. A report that updates supervisors on the status of a long-term project.
  • Proofread. A systematic process of reviewing writing for errors.
  • Proposal. A communication designed to persuade a business decision maker to adopt a plan, approve a project, choose a product or service, or supply funding.
  • Purpose. The reason why you are communicating.pp. 8, 77
  • Qualitative research. Research that provides insight into the attitudes, values, and concerns of research subjects through interviews and observation.
  • Quantitative research. Research that relies on numerical data, such as that gathered from structured survey responses to which you can assign numbers.
  • Quotations. Any phrases, sentences, paragraphs—even single, distinctive words—that you take from any of your sources.
  • Random sample. A population selected broadly from all available members of the population you want to study.
  • Range. The span between the highest and lowest values.
  • Recommendation. A business message that suggests a solution to a business problem.
  • Recommendation report. A report that analyzes options and recommends a course of action.
  • Redundancy. Unnecessary repetition of an idea.
  • Reference list. A list of secondary research sources used in a research report.
  • Refutation. A response intended to prove an objection is wrong.
  • Report deck. A report document written in PowerPoint or other presentation software.
  • Repurposing content. Reusing content you have already created.
  • Request for proposal (RFP). An invitation for suppliers to competitively submit proposals to provide a product or service.
  • Revising. A logical process that involves evaluating the effectiveness of your message in relation to your audience and purpose and then making changes in content, organization, or wording, as necessary.
  • Routine business message. A short, nonsensitive, straightforward communication that asks questions, answers questions, provides information, or confirms agreements.
  • RSS (really simple syndication or rich site summary). A format for delivering frequently changing web content to subscribers; referred to as an RSS feed or news aggregator.
  • Sample. A representative portion of your population.
  • Scope. The range of your research; a broad scope includes a wide range of content, whereas a narrow scope focuses on specific aspects of the topic.
  • Secondary audience. People other than the primary audience who may read or hear your message.pp. 78, 147
  • Secondary research. The process of searching published reports, articles, and books for information other people have collected.
  • Secondary sources. The results of other people's research that you consult as part of your research.
  • Slang. Nonstandard, informal language that may communicate well within a certain group but often excludes people from different countries, cultures, and social groups.
  • Slide deck. A set of slides used for a presentation.
  • Slide master. A tool within presentation software that allows you to select design features that will apply to all slides.
  • Social media. Web-based applications, such as blogs, Facebook, and Twitter, designed to promote social interaction.
  • Software as a Service (SaaS). Software that is hosted by the software provider and available on the Internet.
  • Solicited proposal. A proposal that your audience has requested.
  • Solicited sales communication. A response to a request for sales information.
  • Stand-alone presentation. A slide deck that makes sense without the benefit of a presenter.
  • STAR method. A method of answering a behavioral interview question by explaining a situation, task, and action that led to a positive result.
  • Statement of work (SOW). A proposal or section of a proposal that identifies exactly what you will deliver, at what cost, in what time frame, and under what circumstances.
  • Stereotypes. Oversimplified images or generalizations of a group.
  • Storming. A stage of team development in which teams experience conflict and begin to confront differences.
  • Style. How you express yourself.
  • Storyboard. A slide-by-slide sketch of the presentation that is used as a tool for organizing the flow of the presentation.
  • Subject line. The line in the header of an email that communicates what the message is about and influences whether the audience will read the message.
  • Summary. A very brief version of someone else's text, using your own words.
  • Survey. A predetermined list of questions used to collect a structured set of information from a selected audience.
  • Survey population. The audience from whom you want to collect survey responses.
  • Sympathy message (also called condolences). A message that expresses compassion and understanding when someone experiences a loss.
  • Synchronous communication. Communication in which all communicators are present at the same time: face-to-face conversations, telephone conversations, and meetings are examples of synchronous communication.
  • Tables. A graphic that arranges data in columns and rows, allowing you to read down or across to see different relationships.
  • Targeted sample. A sample that consists of only specific people from the group you are studying.
  • Team. Two or more people who recognize and share a commitment to a specific, common goal and who collaborate in their efforts to achieve that goal.
  • Teaming. The process of bringing people together for a short period of time to solve a specific problem or complete a specific project.
  • Template. A model or file that contains key features of a document and serves as a starting point for creating a new document.
  • Tertiary sources. Books and articles that synthesize material from secondary sources.
  • Thank-you message. An expression of appreciation when someone has done something for you.
  • Title page. The first page of a formal report, which includes identifying information, such as the report's title; the name of the person or organization for whom the report was written; the author's name, position, and organization; and the date of submission.
  • Tone. The image of yourself that your language projects based on how the message sounds to the recipient.
  • Topic sentence. A sentence that identifies the main point or overall idea of the paragraph. Most frequently, it is the first sentence in a paragraph.
  • Topic-specific headings. Section or paragraph titles that are short but include key ideas. They are often in the form of a short sentence and include a verb.
  • Trip report. A report that documents activities on a business trip and presents accomplishments and issues.
  • Uncertainty avoidance. A measure of how comfortable a culture is with ambiguity, risk, and change.
  • Unsolicited proposal. A proposal that your audience is not expecting.
  • Unsolicited sales communication. Sales messages you send to audiences who did not request the information, also called "cold-call sales messages."
  • Virtual interview. An interview conducted by telephone, Skype, or teleconference call, often used to narrow the candidate pool before scheduling an onsite visit.
  • Visual aid presentation. A presentation in which the speaker's words carry the main story of the presentation, and the slides provide illustration and backup.
  • Webcast. A web-based presentation or program that is broadcast over the Internet to a live audience but is not interactive.
  • Webinar. An interactive web-based seminar that is broadcast over the Internet to a live audience.
  • White paper. A report published by a company and intended to educate the audience—often potential customers—on a topic that is central to the company's business.
  • Wiki. A collaborative web application that allows multiple users to contribute and update material within a shared space.
  • Writer's block. An inability to begin or continue writing.
  • You perspective. An approach to communication that presents the information from the audience's point of view. The "you" perspective focuses on what the audience needs and wants. It also considers how the audience benefits from your message.
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