New to this Edition
UPDATED AWARD-WINNING APPROACH BALANCES TIMELINESS AND TIMELESSNESS. This edition distills relevant trends that shape business communication while continuing to provide proven pedagogy that emphasizes the development of your students’ skills. This authoritative, practical learning system, designed for busy instructors like you, is easy from which to teach with the latest instructor resources including course outlines, lecture notes, grading rubrics, sample syllabi and enhanced PowerPoint® lecture slides.
GREATER FOCUS ON DISRUPTIVE TECHNOLOGY FUTURE-PROOFS YOUR STUDENTS' PROFESSIONAL SKILL SETS. This edition addresses AI, automation, the sharing economy and the rise of remote and hybrid work with the COVID-19 pandemic. New coverage addresses emerging "buzzwords," such as coronacation, WFH and Zooming, treating them as teachable opportunities to activate critical-thinking skills. Students also study the dark side of technology as they examine privacy and security concerns, cyberbullying, deepfakes and disinformation.
NEW! EXAMINES PRACTICES DRAWN FROM THE AUTHORS’ PROFESSIONAL EXPERIENCE AND SUPPORTED BY CURRENT RESEARCH. New content is back by research from hundreds of reputable, timely sources. For example, extended coverage addresses the growth of enterprise messaging, such as Slack and Slack etiquette. New coverage of business’ social media use now includes guidelines and advice on how students can build their personal brands and guard their reputations.
NEW! REFLECTS TODAY'S DIVERSITY AND INCLUSIVE LANGUAGE. All examples throughout this edition use nonbinary and gender-neutral pronouns to reflect current efforts to make workplaces more inclusive, respectful and welcoming to all workers.
UPDATES INTRODUCE THEORIES OF PERSUASION BY PROMINENT THINKERS. In the age of Internet hoaxes, fake news and disinformation, thinkers such as Richard M. Perloff and Robert B. Cialdini help students not only become better persuaders, but also evolve into informed consumers. This edition discusses the controversial practice of retargeting, including varying viewpoints and business interests. Additional coverage analyzes the social media savvy of a boutique small business, Eat Naked Kitchen, to illustrate contemporary multi-channel campaigns designed to achieve brand engagement.
REVISED EMPLOYMENT CHAPTERS (CHS. 13, 14) GUIDE STUDENTS THROUGH AI-ENABLED APPLICANT TRACKING AND MAXIMIZING THE RANK OF THEIR RÉSUMÉS. This edition focuses even more on LinkedIn as a key social media site for job hunting and networking. New content addressed the wide use of video interviewing, necessitated by the COVID-19 pandemic, with new detailed tips on how to ace a video job interview. New coverage also examines the future likelihood of AI screening of applicants by reading body language and nonverbal cues.
UPDATED GRAMMAR AND EDITING EXERCISES AND LEARNING FEATURES KEEP PRACTICE CURRENT AND ENGAGING. The authors have replaced all or most of this edition's Grammar/Mechanics Checkups, Editing Challenges and Review Exercises as well as Office Insider and Workplace in Focus features with fresh, enriching content.