MG 306 Park Application for Marketing Manager at IBM Company Letter Writing Task

write an employment application message in the form of a formal email. Use one of the websites listed in Table 18.2 on page 521 to find a job opening in your target profession. Select a job opening that you are currently qualified for or a job opening that you will be qualified for when you graduate.

Write an email message that would serve as your application message if you were to apply for the job you selected.  Base your application message on your actual qualifications for the position. Pay special attention to the Writing Application Letters outlined in Chapter 19 of the course textbook. Use Figure 19.1 Solicited Application Message on page 547 and Figure 19.3 Complementing Your Resume with an application Message as examples.  You are writing a solicited application message in the form of an email.  Do not use Figure 19.2 Unsolicited Application Letter as an example.  Apply the AIDA organizational approach (see page 348/349) when writing your application message.

The email should use formal formatting (salutation, closing, recipient’s name, accurate subject line).  A minimum of three paragraphs with at least four complete sentences per paragraph should be provided.  The formal email guidelines apply. Do not use slang, contractions, or informal language in your message.  Include the job description as an attachment when you submit your email.

Note: You are not sending an email to your instructor. You are creating an application message in the form of an email, addressed to the contact listed on the job opening, and submitting it as an attachment for grading.  The email should be written in a Word document and submitted as an attachment.

Example Email Format

To: (recipient email address)

From: (your email address)

Subject: (Refers to the specific job opening using the company’s posting number)

Salutation,

In the first paragraph, tell why you are writing and how you heard of the position.

Single spaced paragraph with at least three complete sentences. Single space within each paragraph.  Double-space between paragraphs.

Describe how your education and work experience match what the company is wanting. Show how you will benefit their organization. Make sure to “echo” the requirements listed in the job description.  Single spaced paragraph with at least three complete sentences. Single space within each paragraph.  Double-space between paragraphs.

Provide additional information describing how your education and work experience match what the company is wanting. Show how you will benefit their organization. Make sure to “echo” the requirements listed in the job description.  Single spaced paragraph with at least three complete sentences. Single space within each paragraph.  Double-space between paragraphs.

Ask for an interview and tell them how to reach you.

Textbook Readings

Bovee & Thill:  Chapter 19: Applying and Interviewing for Employment

  Business Communication Today
Fifteenth Edition
Chapter 19
Applying and Interviewing for
Employment
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (1 of 2)
19.1 Explain the purposes of application letters, and
describe how to apply the AIDA organizational approach
to them.
19.2 Describe the typical sequence of job interviews, the
major types of interviews and interview questions, and
the attributes employers look for during an interview.
19.3 List six tasks you need to complete to prepare for a
successful job interview.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (2 of 2)
19.4 Explain how to succeed in all three stages of an
interview.
19.5 Identify the most common employment messages that
follow an interview, and explain when you would use
each one.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Submitting Your Résumé
• LO 19.1 Explain the purposes of application letters, and
describe how to apply the AIDA organizational approach to
them.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Writing Application Letters
Solicited
Prospecting
Advertised Job Opportunity
Unannounced Opportunity
Clear Job Qualification
Unclear Job Qualifications
Increased Competition
Fewer Competitors
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Tips For Writing Application Letters (1 of 2)
• Avoid Gimmicks and Impress With Qualifications
• Address to Individual Manager
• Clearly Identify the Opportunity
• Show Your Understanding of the Company and the
Marketplace
• Avoid Volunteering Salary Information
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Tips For Writing Application Letters (2 of 2)
• Keep It Short
• Show Some Personality
• Project Confidence, Not Arrogance
• Don’t Repeat Information from your Résumé
• Adapt for Each Specific Job Opening
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Using the AIDA Method for Application Letters
• Getting Attention
• Building Interest
• Increasing Desire
• Motivating Action
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Following Up After Submitting a Résumé
• Making a Positive Impression
• Adhere to Employer’s Instructions
• Be Aware of Job Closing Dates
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Asking Follow-Up Questions
• Has a hiring decision been made yet?
• Can you tell me what to expect next in terms of the hiring
process?
• What is the company’s time frame for filling this position?
• Could I follow up in another week?
• Can I provide any additional information?
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Understanding the Interview Process
• LO 19.2 Describe the typical sequence of job interviews,
the major types of interviews and interview questions, and
the attributes employers look for during an interview.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
The Typical Sequence of Interviews
• The Screening Stage
• The Selection Stage
• The Final Stage
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Common Types of Interviews
• Structured vs. Unstructured
• Panel and Group
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Major Categories of Interview Questions
• Behavioral
• Situational
• Case and Take-Home Assessments
• Stress
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Interview Media
• Telephone
• Email or IM
• Video
• Online
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
What Employers Look for in an Interview
• Suitability
– Handle Responsibilities
– Skills Match
• Good Fit with Organization, Team, and Position
– Soft Skills – confident, dedicated, positive, team-player,
leadership abilities
– Fit with Company Culture
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Preemeployment Testing and Background Checks
• Integrity tests
• Personality and cognitive tests
• Job knowledge and job-skills tests
• Substance tests
• Background checks
• Online searches
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Preparing for a Job Interview
• LO 19.3 List six tasks you need to complete to prepare for
a successful job interview.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Learning About the Organization and the Position
• Know basic information about organization
• Understand the job opening
• Learn about the person interviewing you
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Thinking Ahead About Questions
Interviewer’s Questions
Your Own Questions
Handle Confidently
Ask Insightful Questions
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Learning About the Organization and
Your Interviewers
Company
Managers
Operations
Names and Job Titles
Markets
Professional Organizations
Challenges
Common Interests
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Planning for the Employer’s Questions
• What is the Hardest Decision You’ve Had to Make?
• What is Your Greatest Weakness?
• Where Do You Want to be in Five Years?
• What Didn’t You Like About Your Previous Jobs?
• Tell Me About Yourself
• How Do You Spend Your Free Time?
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Planning Questions of Your Own
• Demonstrate Your Understanding
• Steer the Discussion
• Evaluate the Opportunity
• Meet Interviewers’ Expectations
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Boosting Your Confidence
• Remind Yourself of the Value You Bring to the Employer
• Emphasize Your Positive Traits
• Highlight Individual Strengths
• Focus on How You Can Help the Organization Succeed
• Demonstrate Your Preparedness
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Polishing Your Interview Style
• Build Your Competence and Confidence
– Stage and Record Mock Interviews
– Look For Opportunities to Improve
– Observe Your Nonverbal Behavior
– Improve Speaking Voice
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Presenting a Professional Image (1 of 2)
• Neat, “Adult” Hairstyle
• Conservative Business Suit for Formal Settings
• Smart-Looking “Business Casual” For Less Formal
Settings
• Limited Jewelry
• No Visible Tattoos or Piercings
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Presenting a Professional Image (2 of 2)
• Stylish, Professional-Looking Shoes
• Clean Hands and Trimmed Fingernails
• Little or No Perfume or Cologne
• Subtle Makeup
• Exemplary Personal Hygiene
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Being Ready When You Arrive
Preparing
Traveling
Waiting
Your Résumé
Know Location
Review Notes
Documentation
Plan Route
Be Professional
Mobile Devices
Set Travel Time
Be Courteous
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Interviewing for Success
• LO 19.4 Explain how to succeed in all three stages of an
interview.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
The Warm-Up
• Why do you want this job?
• Why do you want to work here?
• What do you know about us?
• Tell me a little about yourself
• Why should we hire you?
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
The Question-and-Answer Stage
• Answering and asking questions
• Listening to the interviewer
• Handling potentially discriminatory questions
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
The Close
• Concluding Gracefully
• Discussing Salary
• Interview Notes
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Following Up After the Interview
• LO 19.5 Identify the most common employment messages
that follow an interview, and explain when you would use
each one.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Types of Messages (1 of 2)
• Follow-Up Message
• Message of Inquiry
• Request for a Time Extension
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Types of Messages (2 of 2)
• Letter of Acceptance
• Letter Declining a Job Offer
• Letter of Resignation
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Copyright
This work is protected by United States copyright laws and
is provided solely for the use of instructors in teaching their
courses and assessing student learning. Dissemination or
sale of any part of this work (including on the World Wide
Web) will destroy the integrity of the work and is not
permitted. The work and materials from it should never be
made available to students except by instructors using the
accompanying text in their classes. All recipients of this
work are expected to abide by these restrictions and to
honor the intended pedagogical purposes and the needs of
other instructors who rely on these materials.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Business Communication Today
Fifteenth Edition
Chapter 17
Enhancing Presentations with Slides
and Other Visuals
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (1 of 2)
17.1 Explain the role of visuals in business presentations,
and list the types of visuals commonly used.
17.2 Explain the difference between structured and free-form
slides, and suggest when each design strategy is more
appropriate.
17.3 Outline the decisions involved in using a key visual and
selecting color, artwork, and typefaces to create
effective slide designs.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (2 of 2)
17.4 Explain how to create effective slide content.
17.5 Explain the role of navigation slides, support slides, and
handouts.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Planning Your Presentation Visuals
• LO 17.1 Explain the role of visuals in business
presentations, and list the types of visuals commonly used.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Selecting the Type of Visuals to Use
• Prezis
• Slides
• Overhead Transparencies
• Chalkboards and Whiteboards
• Flip Charts
• Other Visuals
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Verifying Your Design Plans
• Review the Plan
• Check Presentation Style
• Double-Check Cultural Assumptions
• Keep It Simple
• Use Your Time Wisely
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Choosing Structured or Free-Form Slides
• LO 17.2 Explain the difference between structured and
free-form slides, and suggest when each design strategy is
more appropriate.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Structured Slides
Advantages
Disadvantages
Easy to Create
Text-Heavy Slides
Templates Available
Repetitive Appearance
Complex Ideas
Audience Response
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Free-Form Slides
Advantages
Disadvantages
Complementary visual and textual
information
Creatively demanding and time
consuming
Limits information
Greater emphasis on visual content
More dynamic and engaging
Speaker must convey more of the
content
Can be used multiple times
Difficult to convey complex information
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Designing Effective Slides
• LO 17.3 Outline the decisions involved in using a key
visual and selecting color, artwork, and typefaces to create
effective slide designs.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Designing Slides Around a Key Visual
• Structuring
• Organizing
• Explaining
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Selecting Design Elements
• Color
• Artwork
• Typefaces and Type Styles
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Figure 17.3 Using Key Visuals to Organize Points
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Maintaining Design Consistency
Slide Masters
Predefined Layouts
Color Choices
Titles
Font Styles
Graphic Art
Design Elements
Bulleted Text
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Creating Effective Slide Content
• LO 17.4 Explain how to create effective slide content.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Writing Readable Content (1 of 2)
• Limit Each Slide to One Thought, Concept, or Idea
• Limit Text Content to Four or Five Lines with Four or Five
Words per Line
• Don’t Show a Large Number of Text-Heavy Slides in a
Row
• Write Short, Bulleted Phrases Rather Than Long
Sentences
• Use Sentences Only When You Need to Share a Quotation
or The Like
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Writing Readable Content (2 of 2)
• Phrase List Items in Parallel Grammatical Form
• Use the Active Voice
• Include Short, Informative Titles
• Use Visuals to Convey the Bulk of Information
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Figure 17.4 Writing Text for Slides
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Creating Charts and Tables for Slides
• Reduce the Detail
• Simplify
• Shorten Numbers
• Limit Data
• Highlight Key Points
• Adjust Size and Design
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Adding Animation and Multimedia
• Four Categories of Animation and Special Effects:
– Functional Animation
– Transitions and Builds
– Hyperlinks
– Multimedia
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Using Presentation Software to Create
Visual Reports
• Look and feel of a document instead of a presentation
slide
• Create visual reports
– Combination of a conventional report and presentation
slides
– Effective and appealing communication tool
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Visual Reports Using Presentation Software
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Using Mobile Devices in Presentations
• Eliminate Projection System
• Use Slide Broadcast Systems
• Send via Subscription
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Completing Slides and Support Materials
• LO 17.5 Explain the role of navigation slides, support
slides, and handouts.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Reviewing the Slides (1 of 2)
• Readable
• Consistent
• Simple
• Audience Centered
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Reviewing the Slides (2 of 2)
• Clear
• Concise and Grammatically Correct
• Focused
• Fully Operational
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Creating Navigation and Support Slides
Title Slides
Agenda and Program
Details
Navigation Slides
First Impression
Communicate Agenda
Guide Audience Through
Your Outline
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Creating Effective Handouts
• Good Content Recommendations:
– Charts or Diagrams
– Articles and Technical Papers
– Case Studies
– Recommended Resources
– Copies of Presentation Slides
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Distributing the Handouts
• Timing
• Nature of Content
• Personal Preference
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Copyright
This work is protected by United States copyright laws and
is provided solely for the use of instructors in teaching their
courses and assessing student learning. Dissemination or
sale of any part of this work (including on the World Wide
Web) will destroy the integrity of the work and is not
permitted. The work and materials from it should never be
made available to students except by instructors using the
accompanying text in their classes. All recipients of this
work are expected to abide by these restrictions and to
honor the intended pedagogical purposes and the needs of
other instructors who rely on these materials.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Business Communication Today
Fifteenth Edition
Chapter 18
Building Careers and Writing
Résumés
Slide in this Presentation Contain Hyperlinks.
JAWS users should be able to get a list of links
by using INSERT+F7
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (1 of 2)
18.1 List eight key steps to finding the ideal opportunity in
today’s job market.
18.2 Explain the process of planning your résumé, including
how to choose the best résumé organization.
18.3 Describe the tasks involved in writing your résumé, and
list the sections to consider including in your résumé.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (2 of 2)
18.4 Characterize the completing step for résumés, including
the five most common formats in which you can
produce a résumé.
18.5 Identify nine tips for creating a successful LinkedIn
profile.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Finding the Ideal Opportunity in Today’s
Job Market
• LO 18.1 List eight key steps to finding the ideal opportunity
in today’s job market.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Developing a Personal Strategy
• Get Organized
• Start Now and Stick to It
• Look for Stepping-Stone Opportunities
• Expect to Interact with Intelligent Technology
• Clean Up Your Digital Footprint Before Applying
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Writing the Story of You
• Your Passions
• Your Skills
• What You Bring to the Organization
• Your Past Experiences
• Your Goals
• Your Leadership and Professional Talents
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Learning to Think Like an Employer
• Quality of Hire
– Your Ability to Perform
– Your Overall Reliability
– Your Motivation Level
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Researching Industries and Companies of Interest
• Visit Company Websites
• Talk to Customers
• Start with the Riley Guide
• Use Specialized Industry Websites
• Peruse Periodicals and Newspapers
• Visit Blogs, Podcasts, and Community Posts
• Use Job-Search Apps
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Translating Your Potential Into a Specific
Solution for Each Employer
• Customize your résumé for each position
• Relate your experience and skills to the specific needs of
the position
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Attributes That Will Help You Stand Out in
the Job Market (1 of 2)
Core Business Skills
Personal Qualities
• Oral and written communication
• Committed to excellence; dissatisfied
with mediocrity
• Communication with diverse audiences
• Dependable and accountable
• Information technology skills
• Committed to something greater than
oneself
• Data literacy
• Confident but not brash
• Collaboration
• Curious, driven to learn
• Situation analysis and problem solving
• Flexible, adaptable, and open to change
• Time and resource management
• Respectful and inclusive
• Project management
• Ethical; lives and works with integrity
• Leadership
• Positive, resilient, able to roll with the
punches and recover from setbacks
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Attributes That Will Help You Stand Out in
the Job Market (2 of 2)
Core Business Skills
Personal Qualities
• Critical thinking
• Sensitive to expectations of
etiquette
Blank
• Self-reliant
Blank
• Proactive; taking initiative without
waiting to be told
Blank
• Ambitious and goal-oriented
Sources: Based in part on Alison Doyle, “The Top Skills Employers Seek in College Grads,”
The Balance, 17 April 2018, www.thebalance.com; “Career Readiness Defined,” National
Association of Colleges and Employers, accessed 30 May 2019, www.naceweb.org; Penny
Loretto, “The Top 10 Work Values Employers Look For,” The Balance Careers, 15 March
2018, www.thebalance.com; Liz Ryan, “12 Qualities Employers Look For When They’re
Hiring,” Forbes, 2 March 2016, www.forbes.com.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Taking the Initiative to Find Opportunities
• Identify and Target Companies of Interest
• Contact Human Resources
• Contact Company Representatives
• Use Social Media
• Describe What You Can Offer
• Ask to Be Considered
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Building Your Network (1 of 2)
• Reach Out to Your Classmates
• Target Professions, Industries, and Companies
• Use Online Sources and Social Media
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Building Your Network (2 of 2)
• Join Student Business Organizations
• Attend Industry Trade Shows
• Participate in Volunteering Opportunities
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Practicing Network Etiquette
• Learn About the People You Connect With
• Don’t Overwhelm Network Contacts
• Communicate Clearly and Succinctly
• Respect Contacts’ Personal Information
• Don’t Email Your Résumé to Strangers
• Say “Thank You” When Someone Helps You
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Seeking Career Counseling
• Individual Counseling
– Career Planning
– Job-Search Workshops
• Job Fairs
• On-Campus Interviews
• Job Listings
• Online Resources
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Avoiding Mistakes
• Overlooking résumé errors
• Misspelling the manager’s name
• Arriving late for an interview
• Posting something unprofessional
• Completing forms incorrectly
• Not doing your own research
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Planning Your Résumé
• LO 18.2 Explain the process of planning your résumé,
including how to choose the best résumé organization.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
The Three-Step Process for Résumés
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Analyzing Your Purpose and Audience
• Understand the True Function of a Résumé
– Brief, Persuasive Message
– Stimulate Interest; Get an Interview
• Learn About Your Audience
– Professions, Industries, Companies
– Those Who May Be Reading Your Résumé
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Fallacies and Facts About Résumés
Fallacy
Fact
The purpose of a résumé is to list all your
skills and abilities.
The purpose of a résumé is to pique employer
interest and generate an interview.
A good résumé will get you the job you
want.
All a résumé can do is get you in the door.
Your résumé will always be read carefully
and thoroughly.
In most cases, your résumé needs to make a
positive impression within a few seconds; only then
will someone read it in detail. Moreover, it will likely
be screened by a computer looking for keywords
first—and if it doesn’t contain the right keywords, a
human being may never see it.
The more good information you present
about yourself in your résumé, the better,
so stuff your résumé with every positive
detail.
Recruiters don’t need that much information about
you at the initial screening stage, and they probably
won’t read it.
Source: Randall S. Hansen and Katharine Hansen, “What Résumé Format Is Best for
You?” QuintCareers.com, accessed 7 August 2010, www.quintcareers.com.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Gathering Pertinent Information
Employment
Education
Volunteer
Dates and Duties
Degrees and Certificates
Offices Held
Specific
Accomplishments
Related to Position
Awards and
Scholarships
Presentations Given
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Organize Your Résumé Around Your Strengths
• Typical Résumé Formats
– Chronological
– Functional
– Combination
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Characteristics of Résumé Formats
Chronological
Functional
Combination
Emphasize Employment
History
Emphasize Skills and
Accomplishments
Blend Chronological and
Functional
Specific Information on
Employers
Show What You Can Do
Highlight Capabilities
Job Titles and Dates of
Employment
Emphasize Job
Experience
Highlight Education
Significant
Accomplishments
Downplay Gaps in
Employment
Minimize Concerns
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Addressing Areas of Concern (1 of 2)
• Slow Career Growth
• Frequent Job Changes
• Gaps in Work History
• Inexperience
• Overqualification
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Addressing Areas of Concern (2 of 2)
• Long-Term Employment with One Company
• Job Termination for Cause
• Criminal Record
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Writing Your Résumé
• LO 18.3 Describe the tasks involved in writing your
résumé, and list the sections to consider including in your
résumé.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Keeping Your Résumé Honest
• Education
• Employment History
• References
• Criminal Records
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Adapting Your Résumé to Your Audience
• Show How Your Capabilities Meet Business Concerns
• Use the Same Terminology as the Employer
• “Translate” Your Experience
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Compose Your Résumé
• Use a Simple, Direct Style
• Use Short Phrases, Not Whole Sentences
• Start Phrases with Action Verbs
• Provide Specific Supporting Evidence
• Include Business or Technical Keywords
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Essential Résumé Elements (1 of 2)
• Job-Specific keywords
• Name and contact information
• Introductory statement
• Education
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Essential Résumé Elements (2 of 2)
• Work experience, skills, and accomplishments
• Activities and achievements
• Personal data
• References
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Completing Your Résumé
• LO 18.4 Characterize the completing step for résumés,
including the five most common formats in which you can
produce a résumé.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Revising Your Résumé
Clarity and Ease of Finding
Information
Conciseness and Overall Length
Top Skills
Years of Experience
Current Job
Higher-Level Jobs
Education
Technical Jobs
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Choosing a Design Strategy for Your Résumé
Do
Don’t
Keep Audience, Goals, and
Resources in Mind
Choose a Style Because It’s Trendy or
Flashy
Demonstrate Design Skills
Deviate from Industry Norms
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Producing Your Résumé (1 of 2)
• Design Elements for Effective Résumé
– Clean
– Professional Looking
– Skimmable
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Producing Your Résumé (2 of 2)
• Conventional Résumé
• Plain-text File
• Microsoft Word File
• Online Résumé
• PDF File
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Considering Photos, Videos, Presentations
and Infographics
Opportunities
Challenges
Social Media
Discrimination
Flexible Format
Ease of Evaluation
Multimedia Elements
Habits of Recruiters
Compelling Content
Applicant Tracking
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Producing a Conventional Printed Résumé
• Traditional:
– Bring to Job Fairs, Interviews, and Other Events
• Scannable
– Website Submissions
– Optical Scanning Systems for Keywords
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Creating Digital Files of Your Résumé
Plain-Text File
Word File
PDF File
Include Your Résumé in
the Body of an Email
Preserve Design and
Layout
Preserves Formatting
Copy and Paste
Sections Into an
Application Form
Ensure Computer is
Virus-Free
Files Less Vulnerable to
Computer Viruses
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Creating an Online Résumé
• Career Management Tool
• Take Advantage of Social Networking
• Provide Your Résumé to Employers
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Proofreading Your Résumé
• Headings and Lists
• Grammar, Spelling, and Punctuation
• Double-Check and Run it By at Least Three Other People
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Distributing Your Résumé
• Mailing Printed Résumés
• Emailing Your Résumé
• Submitting Your Résumé to a Website
• Posting Your Résumé on Job Websites
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Building an Effective LinkedIn Profile
• LO 18.5 Identify nine tips for creating a successful
LinkedIn profile.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Building a LinkedIn Profile (1 of 2)
• Photo
• Headline
• Summary
• Experience
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Building a LinkedIn Profile (2 of 2)
• Recommendations
• Featured skills
• Education
• Accomplishments
• Volunteer experience and causes
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Copyright
This work is protected by United States copyright laws and
is provided solely for the use of instructors in teaching their
courses and assessing student learning. Dissemination or
sale of any part of this work (including on the World Wide
Web) will destroy the integrity of the work and is not
permitted. The work and materials from it should never be
made available to students except by instructors using the
accompanying text in their classes. All recipients of this
work are expected to abide by these restrictions and to
honor the intended pedagogical purposes and the needs of
other instructors who rely on these materials.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Business Communication Today
Fifteenth Edition
Chapter 15
Writing and Completing Reports and
Proposals
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (1 of 2)
15.1 Explain how to adapt to your audiences when writing
reports and proposals.
15.2 Name five characteristics of effective report content,
and list the topics commonly covered in the
introduction, body, and close of formal reports.
15.3 List six strategies to strengthen a proposal argument,
and identify the topics commonly covered in the
introduction, body, and close of proposals.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (2 of 2)
15.4 Summarize the four tasks involved in completing
business reports and proposals.
15.5 Identify the elements to include in a request for
proposals (RFP).
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Writing Reports and Proposals: Adapting to
Your Audience
• LO 15.1 Explain how to adapt to your audiences when
writing reports and proposals.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Being Sensitive to Your Audience’s Needs
• The “You” Attitude
• Maintaining Etiquette
• Emphasizing the Positive
• Using Bias-Free Language
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Building Strong Relationships With Your
Audience
• Style
• Language
• Content
• Language
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Controlling Your Style and Tone
Informal Tone
Formal Tone
Known Audience
Complex and Longer Reports
Message Meets With Audience’s
Approval
Message Sent to Outsiders
Use First and Third Person Style
Use Objective Journalism Style
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Make Your Reports Easier To Read
• Headings
• Transitions
• Previews and Reviews
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Drafting Report Content
• LO 15.2 Name five characteristics of effective report
content, and list the topics commonly covered in the
introduction, body, and close of formal reports.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Report Structure
• Three Main Sections
– The Introduction
– The Body
– The Close
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
The Introduction
• Helps Reader Understand the Context of the Report
• Introduces the Subject Matter and Why It Is Important
• Previews the Main Idea
• Establishes the Tone and Writer’s Relationship to the
Audience
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
The Body
• Presents
• Analyzes
• Interprets
• Supports
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
The Close
• Summarizes Key Points
• Emphasizes Benefits
• Brings All Action Items Together
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Provide Quality Content
• Accurate
• Complete
• Balanced
• Clear and Logical
• Documented Properly
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Make Your Reports Easier to Write
• Automatic table of contents
• Index generators
• Linked and embedded documents
• Screencasts
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Drafting Proposal Content
• LO 15.3 List six strategies to strengthen a proposal
argument, and identify the topics commonly covered in the
introduction, body, and close of proposals.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Define the Proposal’s Purpose
• Demonstrate Your Knowledge
• Provide Concrete Information and Examples
• Research the Competition
• Prove That Proposal is Workable
• Adopt the “You” Attitude
• Package Proposal Attractively
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Select The Elements To Include In a Proposal
• Introduction
• Body
• Close
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Introduction to a Proposal
• Follow Instructions for a Solicited Proposal
• Present and Summarize the Problem You Want to Solve
• Propose Solution
• Refer to RFP or What Led You to Submit Proposal
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
The Body of a Proposal
• Gives Details on the Proposed Solution
• Specifies Anticipated Results
• Promotes Offering in a Persuasive Manner
• Maintains Objective Tone
• Avoids Overselling
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
The Close of a Proposal
• Summarizes Key Points
• Emphasizes Benefits
• Summarizes Merits of Your Approach
• Restates Why You Should Perform Job
• Asks for a Decision from Readers
• Last Chance to Persuade Reader to Accept Proposal
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Completing Reports and Proposals
• LO 15.4 Summarize the four tasks involved in completing
business reports and proposals.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Revising Reports and Proposals
• Evaluate Organization, Style, and Tone
• Ensure Content is Clear, Logical, and Reader Oriented
• Improve Readability
• Review Online Content Carefully
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Producing Formal Reports and Proposals
Table 15.2 Production Elements to Consider for Formal Reports
and Proposals
Prefatory Elements
Supplementary Elements
Cover
Appendixes
Title Page
Bibliography
Letter of Transmittal
Indexes
Table of Contents
Résumés or CVs of Key Players
Synopsis or Executive Summary
Blank
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Content Elements to Consider for Reports
and Proposals (1 of 9)
Reports
Proposals
Introduction: Establish the context,
identify the subject, preview main ideas (if
using the direct approach), and establish
tone and reader relationship.
Introduction: Identify the problem you
intend to solve or the opportunity you want
to pursue.
•
Authorization. Reiterate who
authorized the report, if applicable.
•
Background or statement of the
problem. Briefly review the situation at
hand, establish a need for action, and
explain how things could be better. In
unsolicited proposals, convince readers
that a problem or an opportunity exists.
•
Problem/purpose. Explain the reason
for the report’s existence and what the
report will achieve.
•
Solution. Briefly describe the change
you propose, highlighting your key
selling points and their benefits to show
how your proposal will solve the
reader’s problem.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Content Elements to Consider for Reports
and Proposals (2 of 9)
Reports
Proposals
• Scope. Describe what will and
won’t be covered in the report.
• Scope. State the boundaries of the
proposal—what you will and will not
do.
• Background. Review historical
conditions or factors that led up to
the report.
• Proposal organization. Orient the
reader to the remainder of the
proposal and call attention to the
major divisions of thought.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Content Elements to Consider for Reports
and Proposals (3 of 9)
Reports
Proposals
• Sources and methods. Discuss the
primary and secondary sources
consulted and research methods
used.
Blank
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Content Elements to Consider for Reports
and Proposals (4 of 9)
Reports
Proposals
• Definitions. List terms and their
Blank
definitions, including any terms that
might be misinterpreted. Terms may
also be defined in the body,
explanatory notes, or glossary.
• Limitations. Discuss factors
Blank
beyond your control that affect
report quality (but do not use this as
an excuse for poor research or a
poorly written report).
• Report organization. Identify the
topics to be covered and in what
order.
Blank
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Content Elements to Consider for Reports
and Proposals (5 of 9)
Reports
Proposals
Body: Present relevant information,
and support your recommendations or
conclusions.
Body: Give complete details on the
proposed solution, and describe
anticipated results.
• Explanations. Give complete
details of the problem, project, or
idea.
• Facts and evidence to support
your conclusions. Provide
information that will help readers
take the action you would like them
to take.
• Facts, statistical evidence, and
trends. Lay out the results of
studies or investigations.
• Proposed approach. Describe
your concept, product, or
service. Stress reader benefits and
emphasize any advantages you
have over your competitors.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Content Elements to Consider for Reports
and Proposals (6 of 9)
Reports
Proposals
•
Analysis of action. Discuss potential
courses of action.
•
Work plan. Describe how you’ll
accomplish what must be done (unless
you’re providing a standard, off-the-shelf
item). Explain the steps you’ll take, their
timing, the methods or resources you’ll
use, and the person(s) responsible.
State when work will begin, how it will
be divided into stages, when you’ll
finish, and whether follow-up will be
needed..
•
Pros and cons. Explain the
advantages, disadvantages, costs, and
benefits of a course of action.
•
Statement of qualifications. Describe
your organization’s experience,
personnel, and facilities—relating it all to
readers’ needs. Include a list of client
references.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Content Elements to Consider for Reports
and Proposals (7 of 9)
Reports
Proposals
•
Procedures. Outline steps for a
process.
•
•
Methods and approaches. Discuss
how you’ve studied a problem (or
gathered evidence) and arrived at your
solution (or collected your data).
Blank
Costs. Prove that your costs are
realistic—break them down so that
readers can see the costs of labor,
materials, transportation, travel, training,
and other categories.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Content Elements to Consider for Reports
and Proposals (8 of 9)
Reports
Proposals
• Criteria. Describe the benchmarks
for evaluating options and
alternatives.
Blank
• Conclusions and
recommendations. Discuss what
you believe the evidence reveals
and what you propose should be
done about it.
Blank
• Support. Give the reasons behind
your conclusions or
recommendations.
Blank
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Content Elements to Consider for Reports
and Proposals (9 of 9)
Reports
Proposals
Close: Summarize key points, emphasize the
benefits of any recommendations, and list
action items; label as “Summary” or
“Conclusions and Recommendations.”
Close: Summarize key points, emphasize the
benefits and advantages of your proposed
solution, and ask for a decision from the
reader.
•
For direct approach. Summarize key
•
points (except in short reports), listing them
in the order in which they appear in the
body. Briefly restate your conclusions or
recommendations, if appropriate.
Review of reader benefits. Briefly
summarize how your proposal will help the
reader.
•
For indirect approach. If you haven’t
done so at the end of the body, present
your conclusions or recommendations.
•
Review of the merits of your approach.
Briefly summarize why your approach will
be more effective than alternatives.
•
For motivating action. Spell out exactly
what should happen next and provide a
schedule with specific task assignments.
•
Restatement of qualifications. For
external proposals, briefly reemphasize
why you and your firm should do the work.
•
Request. Ask for a decision from the
reader.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Production Elements to Consider for
Formal Reports and Proposals (1 of 4)
Reports
Proposals
Prefatory elements (before the
introduction)
Prefatory elements (before the
introduction)
•
•
•
•
Cover. A concise title that gives readers
the information they need to grasp the
purpose and scope of the report. For a
formal printed report, choose heavy,
high-quality cover stock.
Title fly. Some formal reports open with
a plain sheet of paper that has only the
title of the report on it, although this is
certainly not necessary.
Title page. Typically includes the report
title, name(s) and title(s) of the writer(s),
and date of submission; this information
can be put on the cover instead.
•
Cover, title fly, title page. Same uses
as with reports; be sure to follow any
instructions in the RFP, if relevant.
Copy of or reference to the RFP.
Instead of having a letter of
authorization, a solicited proposal
should follow the instructions in the RFP.
Some will instruct you to include the
entire RFP in your proposal; others may
want you to simply identify it by a name
and tracking number.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Production Elements to Consider for
Formal Reports and Proposals (2 of 4)
Reports
Proposals
•
•
•
•
Letter/memo of authorization. If you
received written authorization to prepare
the report, you may want to include that
letter or memo in your report.
Letter/memo of transmittal. Cover
letter that introduces the report and can
include scope, methods, limitations, and
highlights of the report; offers to provide
follow-up information or assistance; and
acknowledges help received while
preparing the report.
Table of contents. List all section
headings and major subheadings to
show the location and hierarchy of the
information in the report.
Synopsis or executive summary.
These components are less common in
formal proposals than in reports. In an
unsolicited proposal, your letter of
transmittal will catch the reader’s
interest. In a solicited proposal, the
introduction will provide an adequate
preview of the contents.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Production Elements to Consider for
Formal Reports and Proposals (3 of 4)
Reports
Proposals
•
•
•
List of illustrations. Consider including
if the illustrations are particularly
important, and you want to call attention
to them.
Synopsis or executive summary. See
discussion on page 432.
Letter/memo of transmittal. If the
proposal is solicited, treat the transmittal
letter as a positive message,
highlighting those aspects of your
proposal that may give you a
competitive advantage. If the proposal is
unsolicited, the transmittal letter should
follow the advice for persuasive
messages (see Chapter 12)—the letter
must persuade the reader that you have
something worthwhile to offer that
justifies reading the proposal.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Production Elements to Consider for
Formal Reports and Proposals (4 of 4)
Reports
Proposals
Supplementary elements (after the close)
Supplementary elements (after the close)
•
•
•
Appendixes. Additional information
•
related to the report but not included in
the main text because it is too lengthy or
lacks direct relevance. List appendixes
•
in your table of contents and refer to
them as appropriate in the text.
Bibliography. List the secondary
sources you consulted; see Appendix B.
Index. List names, places, and subjects
mentioned in the report, along with the
pages on which they occur.
Appendixes. Same uses as with
reports; be sure to follow any
instructions in the RFP, if relevant.
Résumés of key players. For external
proposals, résumés can convince
readers that you have the talent to
achieve the proposal’s objectives.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Distributing Reports and Proposals
Physical
Digital
Online
Professional Courier
PDF Format for General
Use
Web-based CMS
In-Person Delivery
Specialized Format By
Request
Shared Workspace
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Writing Requests for Proposals
• LO 15.5 Identify the elements to include in a request for
proposals (RFP).
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Writing Requests for Proposals (RFPs)
• Company Background
• Project Description
• Requirements
• Decision Criteria
• Proposal Requirements
• Submission and Contact Information
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Copyright
This work is protected by United States copyright laws and
is provided solely for the use of instructors in teaching their
courses and assessing student learning. Dissemination or
sale of any part of this work (including on the World Wide
Web) will destroy the integrity of the work and is not
permitted. The work and materials from it should never be
made available to students except by instructors using the
accompanying text in their classes. All recipients of this
work are expected to abide by these restrictions and to
honor the intended pedagogical purposes and the needs of
other instructors who rely on these materials.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Business Communication Today
Fifteenth Edition
Chapter 16
Developing Presentations in a
Social Media Environment
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Learning Objectives
16.1 Describe the tasks involved in analyzing the situation
for a presentation and organizing a presentation.
16.2 Explain how to adapt to your audience and develop an
effective opening, body, and close for a presentation.
16.3 Discuss five steps for delivering a successful
presentation.
16.4 Explain the growing importance of the backchannel in
presentations, and list six steps for giving effective
presentations online.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Planning a Presentation
• LO 16.1 Describe the tasks involved in analyzing the
situation for a presentation and organizing a presentation.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
The Three-Step Process
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Analyzing the Situation
• Define Your Purpose
– Inform
– Persuade
– Collaborate
• Develop an Audience Profile
– Emotional State
– Comfort Level with Your Language
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Planning for Various Audience Mindsets
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Assessing the Environment
• Four Basic Seating Arrangements
– Classroom or Theater
– Conference Table
– Horseshoe or U-shaped
– Café Seating
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Selecting the Best Combination of Media
and Channels
Controlled Methods
Choice of Methods
Specific Software
Live, In-Person
Built-in Display
Webcasts or Screencasts
Online Meeting Software
Twebinars
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Organizing a Presentation
• Linear
– Outlined Like Conventional Messages
– Follow a Predefined Flow
• Nonlinear
– Doesn’t Flow in Any Particular Direction
– Allows Presenter to Move Back and Forth Between
Topics
• Select the Right Software
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Defining Your Main Idea
• One-Sentence Summary
– Subject
– Purpose
– Audience
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Limiting Your Scope
• Work Within Time Constraints
• Hold Audience’s Attention
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Choosing Your Approach
• Shorter Presentations
– Direct approach for routine information or good news
– Indirect approach for bad news or persuasion
• Longer Presentations:
– Direct approach to motivate or inform
– Indirect approach to analyze, persuade, or collaborate
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Preparing Your Outline
• State the Purpose and Main Idea
• Organize the Points and Sub-Points
• Identify Major Points Throughout
• Plan Transitions Between Sections
• Prepare a Bibliography or Source Notes
• Choose a Compelling Title
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Creating a Speaking Outline
• Simplify the Planning Outline
• Condense Points
• Add Delivery Cues
• Arrange Your Notes
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Crafting Presentation Content
• LO 16.2 Explain how to adapt to your audience and
develop an effective opening, body, and close for a
presentation.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Adapting to Your Audience
Small Groups
Large Audiences
Conversational Tone
Formal Tone
Conference Room
State or Platform
Invite Comments
Limit Participation
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Developing the Presentation
• Distinct Elements
– Introduction
– Body
– Close
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Presentation Introduction (1 of 2)
• Getting your audience’s attention
• Unite the audience around a common goal
• Describe a problem that affects or could affect your
audience
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Presentation Introduction (2 of 2)
• Tell a story
• Pass around product samples
• Ask a question
• Share a startling statistic
• Use humor
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Arousing Audience Interest
• State Your Purpose and Main Idea
• Organize Your Major Points and Subpoints
• Identify Major Points
• Identify Transitions Between Major Points
• Prepare Your Bibliography
• Choose a Compelling Title
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Building Your Credibility
• Have Another Person Introduce You
• Introduce Yourself Humbly and Simply
• Inform Audience Why You Are the Right Person for This
Presentation
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Previewing Your Message
• Summarize the Main Idea
• Identify Major Supporting Points
• Indicate the Order in Which You’ll Develop the Points
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Presentation Body
• Presenting Your Main Points
• Connecting Your Ideas
• Holding Your Audience’s Attention
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Holding Your Audience’s Attention
• Keep relating your subject to audience’s needs
• Anticipate your audience’s questions
• Keep it simple
• Use clear, vivid language
• Ask for opinions and questions
• Illustrate ideas with visuals
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Presentation Close
• Restating Your Main Points
• Ending With Clarity and Confidence
• Providing a Clear Wrap-Up
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Delivering a Presentation
• LO 16.3 Discuss five steps for delivering a successful
presentation.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Choosing Your Presentation Method
• Memorizing
• Reading
• Speaking from an Outline or Notes
• Impromptu Speaking
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Practicing Your Delivery
• Can You Present Your Material Naturally?
• Is the Equipment Working?
• Can You Make a Compelling Presentation Without
Equipment?
• Is Your Timing on Track?
• Can You Easily Pronounce All the Words You Plan To
Use?
• Have You Anticipated Questions and Objections?
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Preparing to Speak
• Plan Your Presentation in Advance
– Check the Seating Arrangements
– Check Equipment and Supplies
– Plan for Multicultural Audiences
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Overcoming Anxiety (1 of 2)
• Have a Positive Mindset
• Don’t Worry About Being Perfect
• Know Your Subject
• Practice, Practice, Practice
• Visualize Success
• Remember to Breathe
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Overcoming Anxiety (2 of 2)
• Be Ready with Your Opening Line
• Be Comfortable
• Take a Three-Second Break
• Concentrate on Your Message and Audience
• Maintain Eye Contact
• Keep Going
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Speaking With Confidence
• Controlled Beginning
• Confident Posture
• Make Eye Contact
• Send Confident Nonverbal Signals
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Handling Questions Responsively (1 of 2)
• Establishing Ground Rules
• Preparing to Answer Questions
• Noticing Nonverbal Signals
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Handling Questions Responsively (2 of 2)
• Responding to Difficult Questions
• Controlling Your Presentation
• Controlling Your Emotions
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Giving Impromptu Speeches
• No opportunity to practice
• Identify one key idea
• Create structure to convey that idea
• Don’t fake it
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Ensuring Successful Team Presentations
• Planning a team presentation
• Rehearsing and delivering a team presentation
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Planning a Team Presentation
• Outline presentation together
• Divide into manageable sections and assign
• Use dynamic speakers to team’s advantage
• Finalize presentation software and template
• Merge all slides into a single slide deck
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Rehearsing and Delivering a Team
Presentation (1 of 2)
• Schedule rehearsals early
• Practice as if you were giving the presentation live
• Ensure smooth transitions between speakers
• Map out where everyone will sit or stand during
presentation
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Rehearsing and Delivering a Team
Presentation (2 of 2)
• First speaker introduces entire presentation
• Decide how to handle questions
• Make sure team stays engaged during the presentation
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Incorporating Technology in Your
Presentation
• LO 16.4 Explain the growing importance of the
backchannel in presentations, and list six steps for giving
effective presentations online.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Embracing the Backchannel
• The Audience Creates This Line of Communication
• Challenges
– Risk of Criticism
– Loss of Control
• Opportunities
– Audience Support
– Valuable Feedback
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Working the Backchannel
• Integrate Social Media into the Presentation Process
• Monitor and Ask for Feedback
• Review Comments
• Automatically Tweet Key Points
• Establish Expectation with the Audience
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Giving Online Presentations
Advantages
Disadvantages
Cost Savings
“Digital Divide”
Convenience
“Human Moments”
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Ensuring Successful Online
Presentations (1 of 2)
• Send Preview Materials
• Rehearse Using the System
• Keep Presentation Simple
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Ensuring Successful Online
Presentations (2 of 2)
• Ask for Feedback Frequently
• Allow Time for Software to be Downloaded
• Consider the Audience’s Point of View
• Give Everyone Time to Get Connected
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Copyright
This work is protected by United States copyright laws and
is provided solely for the use of instructors in teaching their
courses and assessing student learning. Dissemination or
sale of any part of this work (including on the World Wide
Web) will destroy the integrity of the work and is not
permitted. The work and materials from it should never be
made available to students except by instructors using the
accompanying text in their classes. All recipients of this
work are expected to abide by these restrictions and to
honor the intended pedagogical purposes and the needs of
other instructors who rely on these materials.
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.