The text instructs business students how to write for the 21st century business environment in the style it demands: cle
1,008 178 1MB
English Pages XVI, 366 Seiten Year 2016;2015
Table of contents :
Part I: A Structured Planning System for All Your CommunicationChapter 1: Business Writing in the Digital Age-and You Why Employers Value Writing How Employers See Writing Good Writing-and You Business Writing Redefined for the Digital Age How to Use This BookWriting to Accomplish Goals: Building the Foundation for Every Message Identifying Goals on Multiple Levels Framing Messages for the Audience Maneuvering Generational Divides Writing to Groups and Unknown AudiencesChapter 3: Putting the Planning Structure to Work: Always Know What to Say How to Decide on Best Message Content Choosing an Organization Technique Adopting the Right Tone Applying the Process to Challenging MessagesPart III: Writing TechniquesChapter 4: Good Sentences, the Right Words Assembling Strong Sentences Applying Readability Guidelines Choosing the Right Words Using Vigorous Verbs Knowing the Clues to Wordiness Editing: Many Ways Can WorkChapter 5: The Whole Picture: Creating Your Best Message Writing With Short Paragraphs Building in Good Transitions Avoiding Word Traps Avoiding Tone Traps Editing What You Write Fielding Common Grammar Problems the Commonsense WayPart IV: Types of Business WritingChapter 6: Writing E-mail and Building Your Professional Image Use E-mail to Accomplish Goals Apply Strategic Thinking to the Situation Build in the Right Tone Use E-mail to Support Internal and External NetworkingChapter 7: Writing Resumes and Cover Letters How to Write for a Competitive Edge Creating Resumes to Showcase Individual Skills Customizing Cover Letters to the Job Writing to Connect with Employers and NetworksChapter 8: Writing Letters and Memos: They Still Count When to Write Letters Planning Letters that Achieve Your Goals Strategizing Letters for Common Situations: Using Internal Memos to Build RelationshipsPart V: Writing Persuasive MessagesChapter 9: Writing to Persuade: The Tools and Techniques Deploying The Tools of Persuasion and Advocacy Writing Techniques for Persuasive Materials How to Find, Shape and Tell Stories Graphic Ideas and Guidelines for Good PresentationChapter 10: Writing to Persuade: Creating Successful Business Documents Writing the Executive Summary Preparing Effective Reports Writing Formal and Informal Proposals Applying for GrantsPart VI: Writing OnlineChapter 11: Writing for Websites and Online Media How to Translate Print Writing into Online Planning a Website and Home Page Creating Copy for Online Media Developing Content IdeasChapter 12: Blogging, Social Media and Micromedia How Business Sees Social Media Using Social Media to Accomplish Goals Planning and Writing Blogs Using Twitter Power Creating Online ProfilesPart VII: Writing for Oral Presentation, Video and Public Relations PurposesChapter 13: Presenting Yourself: Write Well to Speak Well Finding Your Own Story Developing the Elevator Speech Writing for Presentation and PowerPoint Working with VideoChapter 14: Applying Journalism and Public Relations Techniques Writing Media Releases and Pitches Creating Headlines and Subheads that Attract Gathering the Right Information: Research Tips, Interviewing Techniques and Questions How to Prepare Talking Points for Many Occasions Applying This Book's Techniques to Additional Media and Channels of the Unforeseeable FuturePART VI. WRITING FOR ORAL PRESENTATIONChapter 13: Present Yourself: Write Well to Speak Well Finding Your Personal Story Developing Your Personal Story What You Can Do With Metaphors The "Elevator Speech": Why You Need It, How to Write It If You're a New Career Builder Crafting Presentations and Speeches Writing Tips for Spoken Media Creating and Using PowerPoint Well How to Plan and Use Effective Videos Translating Verbal Ideas Into Visuals ResourcesChapter 14: Putting Journalism and Public Relations Techniques to Work for You: Professional Strategies, Techniques and Tips Reaching Your Audiences With the "New" Media Release