Kyeyune Dorothy Delilah
UD3648BBU72705
Doctor of Business Administration
EBC 632: Essentials of Business Communication
Answers to questions in “Essentials of Business Communication” (2016)
by Mary Ellen Guffey and Dana Loewy
ATLANTIC INTERNATIONAL UNIVERSITY
UNIVERSITY
HONOLULU, HAWAI
SPRING 2020
Electronic copy available at: https://ssrn.com/abstract=3621368
1. What arguments could you give for or against the idea that body language is a
science with principles that can be interpreted accurately by specialists?
Body language is a science with principles that can be interpreted accurately by specialists. This
is because as a type of nonverbal communication, it can ably communicate feelings and attitudes
through conscious and non-conscious movements and posture. As the adage goes; “actions speak
louder than words.” Paul Watzlawick, a psychologist and philosopher claimed that we cannot not
communicate because humans have been taught to “act”, be polite (Guffey & Loewy, 2016).
Someone may be sick but upon being asked how they are, they respond that they are fine. However,
their facial expression may show signs of being weary which shows a clash in verbal and nonverbal cues. In such situations non-verbal cues are more accurate in determining whether or not
the person is fine. Researchers shows that the bulk of messages we receive are non-verbal. This
confirms that body language is a science with principles that can be accurately interpreted by
specialists who are aware of the different contexts and one’s cultural background.
Body language can be interpreted using facial expression, eye contact, use of space, territory,
posture and gestures. According to specialists, eyes are often the best predictor of a person’s true
feelings. This is because rarely do people look others straight in the eyes and lie, according to
Guffey and Lowey (2016) in North American culture people who tend to look directly at those
they are speaking to are believed in most cases. (This is the same in African culture based on the
students / my experience). Good eye contact can be interpreted as showing respect, sincerity,
confidence, trustfulness and also a sign that one is paying attention to what is being said and
therefore is in position to respond favorably.
Posture and gestures can be interpreted accurately by specialists because they are some of the most
direct and obvious body language signals putting the context and cultural aspect in mind. Body
posture is the way in which we position our bodies while gestures refer to a movement of part of
the body usually hands or head but also other parts of the body. Posture can interpreted to mean
comfort speaking to a person, shyness, submissiveness or confidence among others. Leaning
towards a speaker in most cultures shows interest, attentiveness while shrinking back can be
interpreted as fear, disgust, or even anxiety. Important to emphasize is the fact that gestures and
Electronic copy available at: https://ssrn.com/abstract=3621368
posture can be interpreted differently depending on the particular culture in question and thus
should not be taken as universally binding.
Facial expression refers to one or more voluntary or involuntary motions or positions of the
muscles beneath the skin of the face. Whereas some people may disguise their emotions using a
“poker face,” specialists estimate that the human body can display over 250,000 different
expressions. A smile for example can indicate happiness / joy or approval. Clenching the jaws
may mean stress or anxiety.
The space or distance between two people can also provide a subtle clue of non-verbal
communication. If a person organizes the space as formal then it usually connotes a formal or
closed communication style. For example chairs organization whether facing each other or facing
one direction towards the speaker can be interpreted to mean formal vs. informal and more relaxed
communication style respectively. According to specialists, territory is also another form of nonverbal communication. This can refer to space between a person and another or favorite room,
piece of furniture, tool(s) among others. Having someone as close as one to one and half feet
signals intimacy, someone you are very comfortable with, family. On the other hand if someone
you do not consider very close stands within that distance, one is likely to step back because they
are not comfortable having that person so close.
2. A stereotype is an oversimplified perception of a behavioral pattern or characteristic
applied to entire groups. For example, the Germans are formal, reserved, and blunt;
Americans are loud, friendly, and impatient; Asians are gracious, humble, and
inscrutable. In what way are such stereotypes harmless or harmful?
Stereotypes are harmful because when applied to business communicators they may create
misunderstandings and misconceptions. This is because individuals are different despite coming
from the same cultural background, having been exposed to the same education, being nationals
of same country among others.
Stereotypes hamper the process of understanding and interacting successfully with people from
other cultures and can cause discrimination based on race, religion, physical ability, nationality,
gender, sexual orientation among others. Such discrimination can reduce productivity with suitable
employees being sidelined and not offered jobs, it can also lead to lawsuits among others.
Electronic copy available at: https://ssrn.com/abstract=3621368
Stereotypes are responsible for causing conflict at the workplace. They can be a source of customer
churn due to disrespect of customer values.
Stereotyping can lead to a prospective employee not getting the job offer because employers view
them as having discriminatory tendencies. This is because getting along with others in an important
skill today. For this reason some recruiters have added statements like ability to work in a
multicultural environment in Job descriptions. Because of globalization, the chances of working
with people from different cultures are very high. It is therefore very important to practice tolerance
for peaceful coexistence. This includes learning about beliefs and practices different from our own,
appreciating them, seeking common ground and empathy.
Aware of the diversity at the workplace and the need for harmony. To avoid stereotypes employees
can benefit from sensitivity training which will help them make fewer assumptions; understand
the value of differences, learn more about cultural self and build on similarities.
3. Why do you think employers prefer messages that are not written like high school
and college essays?
Employers prefer messages that are not written like high school college essays because of the
reasons below. Unlike high school college essays where instructors would like to see a student’s
thought process and confirmation that the student internalized what they had been taught,
employers prefer purposeful, economical and audience oriented messages. This is due to the fact
that problem solving and effectiveness of the message conveyed is very crucial in businesses. It is
also important to note that businesses are essentially set up to provide a solution to an existing
problem in the community. Whereas in high school, a student is given a word count target for
essays and focuses on expressing their feelings, showing how much knowledge they have
internalized and in turn is awarded with higher grade score, in business environment quality is
preferred over quantity.
Due to employers being busy, the shorter and precise the message is, the better. There is also no
reward for lengthy messages, this means that for an employee, there is no need to stretch ideas in
order to make them appear longer. In high school, a student represents themselves whereas at the
workplace an employee represents themselves and is also acting on behalf of the company and
Electronic copy available at: https://ssrn.com/abstract=3621368
often has various audiences. It is therefore important that the employee is empathetic when looking
at a problem and in so doing focuses on understanding the audience to ensure effective
communication. Understanding the audience assists the writer tailor the message to the readers
who are often asking themselves what is in it for me? (WIIFM)
Guffey and Lowey (2016) provide a guideline for simplification of the writing process in line with
employer expectations called the 3-x-3. According to this process, writing involves three phases
namely; prewriting, drafting and revising. Prewriting involves analyzing your audience, the aim
of the message you plan to convey and anticipating the reaction from the audience to your message.
This preparation assists an employee in trying to think of the most appropriate words that will
derive the intended response. Drafting phase involves research about what is to be written,
organizing the content and thereafter drafting the message.
Research may involve competitor benchmarking; industry wide accepted norms on the subject
matter; what kind of personality is the recipient and their position in the company; looking into
company electronic of physical files for previous correspondence or brainstorming sessions with
stakeholders to find out what ideas they may have or even get support. It also involves organizing
the message starting with the big idea, following it with an explanation in the body and putting the
action or request required in the conclusion.
Last is the draft involving short but clear sentences using the active voice. They also advise that
pronouns, repeat of key ideas and appropriate transitional expressions should be used to build
paragraph coherence. At the revising stage (third phase) one is expected to edit, proofread and
evaluate the message. Editing involves making sure it is conversational, clear, readable and
concise. Proofreading involves re-reading the message, removal of errors and ensuring correct
formatting. Evaluation of the message involves trying to answer whether the message will achieve
the intended purpose; whether it has a pleasant and friendly tone and is appealing and encourages
feedback. It is important to note that revising also takes up 50% of the writing time while
prewriting and drafting take up 25% each.
4. Why is audience analysis so important in the selection of the direct or indirect
organization strategy for a business message?
Electronic copy available at: https://ssrn.com/abstract=3621368
Audience analysis is so important in the selection of direct or indirect organization strategy for a
business message because the effectiveness of the kind of strategy to be used when communicating
is highly dependent on type of audience. Guffey & Loewy (2016) clearly expound on this by
explaining when to use the direct or indirect strategy.
The direct strategy also known as
frontloading involves putting the main point of the message in the first or second sentence and
should be used when the writer thinks the audience will be receptive. A receptive audience refers
to readers that according to writer will be pleased, mildly interested or neutral with the message.
According to Dianna Booher, renown writing consultant, typical readers begin any message by
asking themselves what they are supposed to do with the information. Direct strategy is suitable
for receptive audience because it immediately informs the reader of what the writer is trying to put
across thereby saving the readers time. This strategy is also reduces a readers frustration that may
arise if they have to read through a number of paragraphs before reaching the main idea and may
resent the writer or get an negative impression of them. Another advantage of the direct strategy
is that it sets a proper frame of mind for a reader thereby putting the subsequent details in
perspective. It is important to note that the direct strategy is not used for conveying sensitive
messages that will upset the reader.
Indirect strategy on the other hand is where the main idea is revealed by a writer after they have
offered an explanation and evidence. It works well for unreceptive audiences that are; uninterested,
displeased or hostile. It is therefore effective when communicating bad or sensitive news especially
to superiors or ideas that require persuasion. The advantages of indirect strategy are that it
facilitates a fair hearing as messages that upset the reader are more likely to be read when the main
idea is delayed; it can reduce the trauma that comes with bad news because it reflects the feelings
or the reader and is more likely to be read to the end. Lastly, due to information being delivered
gently, it minimizes a negative reaction from the audience. Indirect business messages include
emails, memos, letters that refuse requests, deny claims, sensitive messages, and sales letters
among others. In conclusion, it is important to acknowledge that whereas the direct and indirect
organization strategies can be used to avoid majority of the communication problems, they are not
universal. This is because every business transaction is different and some messages are mixed
conveying both good and bad news; persuasion and good will.
Electronic copy available at: https://ssrn.com/abstract=3621368
5. Why should business writers strive to use short, familiar, simple words? Does this
“dumb down” business messages?
Business writers strive to use short, simple and familiar words so as to adapt the message to the
audience and ensure effective communication and by doing so do not “dumb down” these
messages. It is important to use words that the audience will recognize. This does not mean
avoiding big words that convey the idea efficiently and are appropriate to the audience but is aimed
at shunning pompous and pretentious language. Examples of this include using pay instead of
compensate, using go and not initiate or commence.
By using simple familiar words the audience is able to comprehend what the writer is
communicating easily and respond to it.
The business communicator should also be selective in their use of jargon. This is because whereas
jargons enable insiders communicate complex ideas briefly, they mean nothing to outsiders.
Specialized language should only be used when the communicator is sure that the audience will
understand it.
6. In this digital age of rapid communication, how can you justify the time it takes to
stop and revise a message?
It is true that the digital age of writing is also characterized with the need for speed, timely
communication, deadlines and time being referred to as money. These make revising a message
appear time consuming. However, sending rushed messages can be confusing leading to backand- forth with the reader asking for clarity which can take up more time, lead to conflicts at the
workplace and reduce productivity. Messages that are written directly and efficiently are easier to
read and comprehend thereby saving reading time and money. Slowing down to revise a message
is therefore justified because it avoids messages that lack clarity, waste time and also helps a writer
maintain credibility.
The process of revision involves editing, proof reading and content evaluation. It is an opportunity
for a writer to make sure that what they have written ably conveys the intended message.This is
because the draft messages in the first and second attempt are usually unsatisfactory. They require
Electronic copy available at: https://ssrn.com/abstract=3621368
content and sentence structure revision, correcting grammar, formatting, punctuation and
mechanics.
Revising a message helps in elimination of flabby expressions and rejecting redundancies, purging
empty words by “trimming sentences.” This improves the credibility of the writer and increases
the chances of the reader being receptive to the message sent.
Revising social media messages for conciseness, clarity and correctness before they are posted
gives the company credibility. This is because non revised messages are counterproductive and
confuse the customers negatively affecting the business image. To ensure that messages are clear
it is important to apply the KISS formula (Keep it Short and Simple), choose clear, precise words,
rescue buried verbs. It also includes avoiding repeat of stale expressions that have been used over
time, dropping clichés, slang and buzzwords and controlling exuberance.
7. Many people are concerned that privacy is increasingly rare in our hyper connected
world as our online presence leaves a lasting footprint. Do you fear that disclosing
personal matters online will hamper your job search?
I agree with the notion that our online presence leaves a lasting footprint and fear that disclosing
personal matters online can hamper job search. This makes privacy on social networks a myth and
therefore sensitive or personal information that you would not like to be seen by your employers
should not be posted online. Because you may not know who is following your friends on social
media, it is important to exercise caution as some prospective employers, recruitment agents also
on top of the formal interview process when recruiting staff have resorted to checking candidates
social media too.
Sensitive information, inappropriate photographs, a political comment that has not been well
thought of is to a candidate’s detriment if seen by a recruiter. Tags make pictures searchable
making it possible to retrieve embarrassing incidents shared over time. Many social media users
leave their pages open to the public and risk not being considered for employment because of
assuming that their online comments are hidden. Privacy settings may also not guarantee
protection from prying recruiter eyes. Therefore, as a job seeker, employee it is important to
exercise caution when using social networking sites by editing and proofreading posts, responding
to posts respectfully, not rambling, keeping privacy settings up-to-date, avoiding risqué images,
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handling friend requests tactfully and also be aware of tagging. Refusing friend requests or
unfriending individuals can also hamper job search.
8. What are the advantages of mailing a letter as opposed to an email, making a phone
call or writing an online post?
Mailing a letter as opposed to an email, making a phone call or writing an online post has got
numerous advantages despite the advent of electronic communication technologies. It is also
considered the preferred channel for delivering messages outside an organization. These messages
can be directed to customers, suppliers, government agencies and other businesses.
Mailing a letter is a practical option when communicating to people who are not online. Because
letters also encourage product feedback, assist projecting a favorable image of the organization
and promote future business, companies find them relevant and continue to use them.
Unlike email, making a phone call or writing an online post that are subject to edit or abuse, letters
have an advantage on business transactions because they are a permanent record. Letters introduce
Business agreements, are used to deliver contracts, explain terms, exchange ideas, answer vendor
questions and maintain customer relations.
Letters are very effective when delivering persuasive, well considered messages. Because their
preparation takes a longer period, they represent deliberate, thoughtful communication. They are
a powerful tool for promoting products and services, improving customer relations and can be used
to boost online and retail traffic. Letters can also persuade people to make donations, change their
actions, adopt new beliefs and contribute their time.
Business letters presented on company stationery communicate formality, sensitivity and
importance that is not possible with e-mail, making a phone call or writing an online post. Letters
also communicate that the writer values the recipient.
Electronic copy available at: https://ssrn.com/abstract=3621368
Business letters provide confidentiality and can be used to communicate sensitive information.
They are less likely than electronic media to be intercepted, misdirected, forwarded, retrieved, or
otherwise inspected by unintended recipients. In order to mitigate the dangers posed by “leaked”
communication, business communicators find using letters advantageous.
9. How are speakers different from writers in the way they emphasize ideas?
Speakers emphasize their main ideas by repeating them slowly, saying them loudly or even using
gestures. A speaker can for instance raise their eyebrows, whisper in a low voice, pound the table,
and pause for longer period.
A writer on the other hand achieves emphasis mechanically and stylistically.
Mechanically, a
writer underlines, uses italics and bold face, font changes, all caps, dashes and tabulation.
Underlining is used to draw the eye to a word; italics or bold face convey special meaning;
selecting a large, small, or different font draws interest to the communication; using all caps is like
shouting them; Dashes if used sparingly can be used to separate words and listing items vertically
makes them stand out. Mechanic emphasis also includes effective us of titles, headings
subheadings, space, color, lines, boxes, columns and titles.
Writers can also achieve emphasis through style. This is achieved by choosing words carefully and
skillful sentence construction thereby emphasizing main ideas and de-emphasizing minor or
negative ideas. Emphasizing ideas stylistically can be done using four ways, namely: Vivid not
general words; placing the important idea first or last; Giving the important idea the spot light and
de-emphasizing when necessary. The latter is very effective when conveying bad news. In order
to make the main idea clear it should be put in a simple sentence or in an independent clause but
and not share the stage with other words and clauses. When an idea appears first or last in a
sentence it has less competition from surrounding words. Use of vivid words enables the reader to
picture ideas clearly.
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10. Why is the passive voice acceptable even desirable in bad-news messages when it is
considered poor, impersonal writing in most other situations?
The passive voice despite being considered poor, impersonal writing in most other situations is
acceptable and desirable in bad-news messages because it breaks the news sensitively thereby
somewhat reducing the pain or cushioning the blow. Unlike active voice that focuses attention on
a person, passive voice depersonalizes an action. This approach in comparison to active voice is
also more likely to make the recipient of the bad news listen to the reasons why and also less likely
to make one become defensive.
11. What motivating impulse may prompt individuals to agree to requests that do not
directly benefit themselves or their organization?
Sometimes organizations ask employees to participate in roles that are outside their work. Such
roles may involve volunteering for charity (Corporate Social Responsibility) projects, exercise
sessions or a stop smoking campaign during their free time. To overcome possible resistance, the
writer should lay a logical foundation before delivering the request. Guffey and Loewy (2016)
provide the below writing plan that is effective for persuasive requests. They advise that it is
important to capture the reader’s attention and interest in the message opening. This is done by
describing a problem, making an unexpected statement, inform the readers of what is in it for them,
offer them praise or compliments or even ask a stimulating question.
Secondly, there is need to build interest in the message body by explaining logically and concisely
the purpose of the request. It is important to make a reasonable, realistic, doable and specific
request that is clear using facts and statistics. The writer should focus on reducing resistance by
eliciting a desire to comply. This can be done through anticipating objections, offering counter
arguments, establishing credibility, demonstrating competence and showing the value of the
proposal.
The message closure should ask for action while making the action easy to take. The writer should
also be courteous, respective and show gratitude.
The writer should use warm words and a conversational tone that conveys a caring attitude. By
doing so, they are viewed as a trusted superior and the persuasive request is more likely to be
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accepted. The writer should also present a strong, accurate and honest argument, emphasizing
points that are important to the receiver or the organization. This is because subordinates can see
right through puffery and misrepresentation. For this reason, the indirect strategy is effective only
when supported by accurate, honest evidence.
12. Do you think informational reports should be written directly or indirectly? For
what reasons would an analytical report be written with a direct or an indirect
approach? State your reasoning.
Informational reports are those that present data without analysis or recommendations. Such
reports only require data collection and fact organization but the writer neither analyses the facts
nor provides recommendations for the readers. They include weekly project status updates,
monthly sales reports and compliance reports for government. I think informational reports should
be written directly because of the reasons below.
Informational report readers are usually informed, supportive and eager to have the results first.
They are in most cases routine reports or responses to request for information. This makes the
direct approach more suitable. Informational reports usually open with an introduction providing
details on the subject matter, explain the facts about the benefits or findings and end with a
summary and a complimentary close.
Analytical reports on the other hand provide data or findings, analyses with analytical conclusions
and recommendations if the writer is requested for them. Such reports may intend to persuade
readers to act or change their beliefs.
Using either the direct or indirect approach when writing analytical reports is dependent on the
reader’s likely reception of the message. When readers are familiar with the topic, eager to have
results first or supportive, analytical reports writing should be done with the direct approach. This
approach has the advantage of providing busy executives with the results of the report immediately
which saves on the time they would have taken wading through the facts, findings, discussion, and
analyses before getting to the conclusions and recommendations.
The indirect strategy can be used for analytical reports if the readers need to be educated on the
topic, need persuasion or may react with hostility or disappointment. This strategy seems most
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rational in such circumstances because it follows the normal thought process: problem, facts and
solution. By first explaining, justifying, analyzing the facts and then making recommendations the
writer is more likely to retain the reader’s interest.
13. Starbucks chief Howard Schultz frowns on research, advertising and customer
surveys. He conducts his own informal primary research by visiting 25 store
locations a week and talking with his baristas, managers and customers in person.
This kind of observation, he insists provides the information he needs most. What
are the pros and cons of such informal research to gather primary data?
Primary data is information collected directly from first-hand experience. It can be got from
interviews, surveys and direct observation. Primary data collection methods include interviews,
surveys, observation and experimentation. Beverage businesses produce primary data through
giving away samples, conducting interviews in the streets, and recording the reactions of
consumers.
The pros of conducting informal research to gather primary data include adding credibility and
showing the bigger picture. Because of this merit, business reports that solve specific current
problems heavily rely on primary, first hand data.
By Mr. Schultz conducting primary research himself he is able to get firsthand information from
his employees with valuable insights. This can improve employee engagement which allows him
to resolve issues specific to his business situation. He is also able to collect the exact information
that he wants to know and also capture it in a way that benefits his business. The personal
interviews he does can generate excellent report information particularly on topics with little or no
written information.
Using informal research to capture primary data is also advantageous because accurate information
is got real time. Mr. Schultz is able to select his given population from which he is able to derive
the most authentic data. Performing his own research allows him get original, valid and reliable
data because he visits twenty five store locations a week over a period of time.
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Mr. Schultz through the use of observation and interviews is able to save money by not relying on
sophisticated marketing research, advertising and customer surveys. These if used may not give
him the required firsthand information requiring him to repeat the exercise.
Through informal research he is able to control easily the research design and methods and has a
higher level of control. Information collected is also his own and can only be shared with others
after his consent. This is advantageous because information gathered can be hidden from current
and potential competitors.
Primary data is disadvantageous because it is time consuming and a lengthy process in comparison
to the time needed to conduct secondary data. Interviews for example require a lot of preparation
and professionalism. The interviewer has to read widely about the topic in order to can converse
intelligently. Mr. Schultz also needs to learn the names and background of the individuals he
interviews.
Unlike surveys that can be sent to a large base and received within targeted period, interviews and
observation must occur at regular intervals over a period of time in order for the data to be
considered valid and reliable. Primary data is limited to the time, place and participants.
This form of informal research can be expensive. This is because Mr. Schultz has to follow the
whole study procedure by starting from the beginning. This involves organizing the process,
materials, facilitation required. This research is likely to take a longer period to complete if
compared to secondary data collection methods because it is heavily dependent on the availability
of respondent.
Without data analysis applications, data collected from interviews, observation may turn out to be
overwhelming to the researcher. Because the data collection heavily relies on him, any unforeseen
engagements mean he will be unable to visit the 25 store locations a week therefore not conducting
the research consistently.
14. Why is it important to maintain a professional, business like reputation in the
knowledge-based economy of the digital era?
The term professionalism describes desirable workplace behavior. Professionalism has less to do
with what you do in your job (the results you produce) and a lot more to do with how you produce
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those results. It has got synonyms, such as business etiquette or protocol, soft skills, social
intelligence, polish, Lack of civility by insulting, demeaning, ignoring or treating a coworker
discourteously can cost both the employee and business. It can lead to employees cutting back
their efforts on the job, and leave jobs whereas employers suffer from reputational risk,
productivity drop as a result of high employee turnover, recruitment and litigation related costs.
Professional behavior is characterized by the following traits and skills; civility, polish, business
and dinning etiquette, social intelligence and soft skills.
Civility comes from a Latin word civilis, meaning “relating to public life, befitting a citizen.” It is
the act of being polite and showing regard for others. Incivility consists of personal attacks,
rudeness, and disrespectful comments. These cause stress and conflict in business which is
detrimental to employee productivity, engagement and can cause business reputational risk when
unabated. To encourage professionalism businesses often have an agreed upon code of conduct
and laid out procedure for handling grievances.
According to the Collins English dictionary, a polished person is one who shows confidence and
knows how to behave socially. Employers prefer polished employees to maintain peaceful
coexistence which in turn improves performance. Subtle acts such as shaking hands, improving
one’s voice quality, listening, and presentation skills are considered vital traits that a polished
business professional should possess.
Proper business and dinning etiquette is also a sign of professionalism in business. Some
employers use informal settings such as lunch or dinner for interviews. It is therefore important
for employees to master such etiquette to avoid embarrassment and also improve their chances of
being considered for promotions.
Employers want employees who can work comfortably with diverse coworkers, listen actively to
customers and colleagues, and display good work place manners and a number of interpersonal
skills. Such skills are exhibited by employees who are socially intelligent and have good soft skills.
Soft skills are characterized by a positive attitude, ability to prioritize work and being a team
player. In conclusion, professionalism in the digital era is very important because it determines
how successful one’s career will be.
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15. Most people never address large audiences and live in fear of public speaking. Why
then should you hone your presentation skills?
Despite the fact that most people never address large audiences and live in fear of public speaking,
it is important to hone one’s presentation skills in order to have a competitive edge over
employment opportunities because they rank very high on recruiters’ wish lists. All business
people inform others or sell an idea through business presentations. These presentations can take
the form of briefings, reports, podcasts, virtual presentations and webinars. Speaking skills are
useful at every career stage for example when making a sales pitch before customers, speaking to
a professional gathering, or describing a company’s expansion plans to a banker. When informing
others or selling an idea, the presentations are conveyed in person and involve audiences of various
sizes. Apprehension when speaking in public is normal and can be overcome by instruction and
practice because good speakers are made, not born.
In order to prepare effective business presentations, employees need to know the purpose of the
presentation, practice and prepare carefully. This process involves knowing the purpose of the
presentation and focusing on what you want to accomplish. The business professional early on
should know whether their goal is to inform of persuade the audience and focus on what they want
the listeners to remember or do.
Knowing the kind of audience one is going to present to can be done by analyzing them,
anticipating their reactions and adjusting to their needs if necessary will lead to effective
presentations. Audiences are categorized into four categories that is; friendly, neutral, uninterested
and hostile and the presentation message and style should be customized depending on the
category. For friendly audiences, the presenter should try something new and involve the audience,
be warm, humorous, open and pleasant, use personal examples and experiences.
When the audience is neutral, the presenter should present both sides of the issue, use pro/con
patterns and save time for the audience to ask questions. Because the neutral audience is calm,
rational with their minds made up, there speaker should be controlled, do nothing showy, use
confident small gestures and statistics. When dealing with uninterested audiences, the speaker
should be brief, dynamic and entertaining, use large gestures, powerful quotations and startling
statistics. Lastly, for hostile audiences who are likely to be defensive or emotional the speaker
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should use non-controversial pattern, speak evenly and slowly, be calm, controlled and avoid
anecdotes and humor.
There are twelve proven techniques that speakers can use to capture and maintain the attention of
the audience throughout the presentation. These include beginning with a realistic promise that
keeps the audience expectant; using drama such as a presentation opening with an emotionally
moving story; long pause after a key statement; high intensity emotions among others; Eye contact
is crucial in command attention of the listeners; Movement towards the audience especially at the
beginning and end of your talk when making presentations; Use of rhetorical questions;
Demonstrations; Samples / props are effective when promoting a product; Use of visuals aids such
as flipcharts, white or smart board; Dressing professionally; Mentioning a current event or statistic;
Use of quotes especially those made by well-known individuals and lastly reviewing the
presentation to ensure it benefits the audience.
16. How has job searching for candidates and job placement for hiring managers
changed in the digital age? In your opinion have the changes had a positive or
negative effect? Why?
The digital age has changed job searching and job placement for hiring managers. This is because
the internet provides job boards, search engines and social networks that have become
indispensable job hunting tools. These changes to a large extent have had a positive effect. Unlike
before where the emphasis was on what the applicant wanted, today it is on what the employer
wants. Employers are more interested in how a candidate will add value to the organization, in
response successful candidates have to customize their resumes to highlight their qualifications for
each opening.
Today, career paths are no longer linear and most new-hires will not start in a job and steadily rise
through the ranks as was the case before. There is constant relearning and retraining and jobs are
more short-lived.
Additionally, whereas the resume is still important, it is not necessarily the document that
introduces the job seeker these days which was the case before. Nowadays the resume may come
only after the candidate has established a real-world relationship. The probability of the resume
and cover message being read digitally rather than in print are also higher.
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Job searching in the digital age begins with analyzing one’s self. Identification of interests and
goals, assessing the qualifications and exploring career opportunities is important. Step two of the
process is to develop a Job-Search Strategy by searching and pursuing the open job market,
cultivating your online presence, building personal brand and networking. Having done these then
one has to create a customized resume by choosing a resume style, organizing information
concisely, tailoring the resume to each position and optimizing for digital technology. Lastly, there
is need to know the hiring process which involves submitting a resume, application or e-portfolio,
undergoing screening and hiring interviews and accepting an offer or reevaluating one’s progress.
In conclusion, estimates suggest 90 percent of large companies use these digital systems like
applicant tracking to select qualified candidates. Savvy candidates aim at learning the system rules
which increases their chances of getting jobs.
17. If you are asked an illegal question, why is it important to first assess the intentions
of the interviewer?
Illegal questions are those that are discriminatory in nature based on gender, age, religion, color,
race, national origin, sexual orientation and disability. Such questions are deemed illegal because
federal laws prohibit employment discrimination based on these aspects. Because such questions
can be innocently asked by inexperienced interviewers, they only become illegal after a court of
law determines that the employer is asking them with the intent to discriminate. An inexperienced
interviewer in order to be friendly may inquire about an interviewees’ personal life or family.
18. What can you do to appear professional when a potential employer contacts you by
phone for a screening interview or to schedule a phone interview?
It is very important to appear professional when a potential employer contacts you by phone for a
screening interview or to schedule a phone interview because this is the first time the employer is
hearing your voice. How you conduct yourself on the phone will create a lasting impression and
can determine whether the interviewer continues with the interview process or disregards you as a
suitable candidate.
The tips below are provided by Guffey and Loewy (2016) and can assist in making the first
impression a positive one: First, it is important that a candidate keeps a list of positions for which
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they have applied near the landline or on the cellphone for easy reference. Additionally, any call
from an employer should be treated just like an interview. The candidate should also aim at using
a professional tone and businesslike language and be polite, sound enthusiastic and sell their
qualifications. When caught off guard by the call, the candidate should request whether they can
call back in a few minutes. It is also important to organize relevant materials and the interviewee
which also involves having the résumé available so that candidate can answer any questions that
come up.
Additionally, the candidate should have their list of references, a calendar, and a virtual or paper
notepad handy and take notes. The candidate should also be ready for a screening interview which
might occur during the first phone call. There is need to obtain accurate directions, and verify the
spelling of the interviewer’s name (s). When given a choice, ask for an interview on Tuesday at
10:30 a.m. because it is considered the most opportune time. Candidates should avoid the start of
the day on Monday and the end of the day on Friday. Lastly, it is also crucial to reconfirm the date
and time of the interview before hanging up.
19. “Like criminal background checks and drug tests, the social media check is quickly
becoming an automatic part of the hiring process,” asserts Melissa Bell, editor of
Blog Post for the Washington Post. Do you think employers are justified or ethical
in making these kinds of searches before hiring? Does this assume that candidates
may be criminals? Isn’t this similar to snooping?
I think potential employers are justified and ethical when they screen a candidate’s online presence
using Google and social media sites such as Facebook, LinkedIn, and Twitter. This is because the
candidate by leaving their page open to the public should be aware of this possibility. For
employers on top of this being cost free, it is the quickest and most accurate way of finding out
about candidate outside the resume. Research also indicates that nearly 70 percent of recruiters
found something online that caused them not to hire a candidate which points to the effectiveness
of the digital search.
The social media check can assist recruiters eliminate candidates that are not considered
professional at the onset which saves valuable time. The social media check does not assume that
candidates may be criminals only but aims at understanding the candidate’s behavior outside work,
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their passion among others. Research indicates that the top reasons recruiters cite for not
considering an applicant after an online search are; that the candidate posted provocative or
inappropriate photographs or information; posted content about drinking or doing drugs; talked
negatively about current or previous employers, colleagues, or clients; exhibited poor
communication skills; made discriminatory comments; lied about qualifications or revealed a
current or previous employer’s confidential information.
Checking a candidate on social media is not necessarily snooping given the fact that the candidate
in this digital era should be aware of this practice and avoid keeping their page public. Candidates
should also beware of tagging and the fact that what is posted on social media is life long and can
come up to haunt them later in life.
Candidates should concentrate on staying positive on social media, avoid complaining, negative
reviews, take caution when accepting friend requests or make their personal social networking
pages private.
20. A recruiter is checking the online presence of an outstanding candidate and discovers
from her social media posts that she is 18 weeks pregnant – and happily so. The
position involves a big project going live just as the candidate would take maternity
leave. He decides to eliminate this candidate. Is his action legal? Ethical? What lesson
could be learned about posting private information online?
The action of the recruiter is illegal and unethical because Federal laws prohibit employment
discrimination based on gender, age, religion, color, race, national origin, and disability. The
employee could sue and seek legal redress for this discriminatory behavior.
The lesson learned about posting private information online is that the same information can
negatively impact employment opportunities because recruiters carry out social media checks.
Candidates should therefore be very cautious when posting on social media and ensure that
anything that they would not like their employer or prospective employer to see is not put in the
public domain. Instead job seekers should concentrate on staying positive on social media, avoid
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complaining, negative reviews, take caution when accepting friend requests or make their personal
social networking pages private.
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Electronic copy available at: https://ssrn.com/abstract=3621368