{"id":119,"date":"2024-05-28T23:28:44","date_gmt":"2024-05-28T23:28:44","guid":{"rendered":"https:\/\/karenmariepalmer.com\/theroughwritersguide\/back-matter\/beyond-academia\/"},"modified":"2024-05-28T23:28:56","modified_gmt":"2024-05-28T23:28:56","slug":"beyond-academia","status":"publish","type":"back-matter","link":"https:\/\/karenmariepalmer.com\/theroughwritersguide\/back-matter\/beyond-academia\/","title":{"raw":"Writing Beyond Academia","rendered":"Writing Beyond Academia"},"content":{"raw":"\n<div id=\"mccrimmon-ch12\" class=\"chapter\" lang=\"en\">\n<div id=\"mccrimmon-ch12_s00\" class=\"section\">\n<div id=\"mccrimmon-ch14\" class=\"chapter\" lang=\"en\">\n<p class=\"title editable block\"><span style=\"font-weight: normal;text-align: initial;font-family: 'Crimson Text', Baskerville, Times, serif;font-size: 14pt\">You probably know someone who has said, \u201cI\u2019m a lousy writer, but it doesn\u2019t matter since I don\u2019t write for a living and I\u2019m not an English teacher.\u201d You might have even made such a comment yourself. In reality, good writing can help you from the moment you apply for a job throughout your time in the workforce. And regardless of whether you are writing in academic or professional settings, good writing involves an awareness of voice, audience, and message.<\/span><\/p>\n<p class=\"title editable block\"><span style=\"font-weight: normal;text-align: initial;font-family: 'Crimson Text', Baskerville, Times, serif;font-size: 14pt\">As with other types of writing, purpose, message, audience, voice, attitude, reception, and tone are key factors to consider when you compose newsletters, flyers, brochures, ads, and personal letters. You will also discover that each of these types of writing has developed certain formatting standards over the years, regardless of whether they are produced in digital or print form.<\/span><\/p>\n\n<\/div>\n<div id=\"mccrimmon-ch14_s01\" class=\"section\" lang=\"en\">\n<h1 class=\"title editable block\">Writing Newsletters<\/h1>\n<p id=\"mccrimmon-ch14_s01_p01\" class=\"para editable block\">Newsletters are used by companies, schools, families, and other groups. It may well be that we are witnessing the tail end or the last gasp of the traditional newsletter now that they are increasingly being produced with word processing templates and distributed electronically via e-mail and websites. But even if that\u2019s true, the processes of designing and distributing electronic newsletters are much the same as those used by website designers using more sophisticated templates and technology. And even if they are someday completely replaced by other means of getting out information about an organization, whatever replaces newsletters will borrow many of the same rhetorical techniques.<\/p>\n<p id=\"mccrimmon-ch14_s01_p02\" class=\"para editable block\">When you are designing a newsletter, give serious thought to the amount of content and amount of researched articles you want to include. Keep in mind that unless you can sustain the level of the first few issues of your newsletter, subsequent issues will appear to have declined in quality. You need to be able to maintain your initial newsletter plan in order to protect your organization\u2019s image. On the other hand, you should always be open to feedback from your audience to help keep your newsletter on track and evolving with your audience\u2019s needs. Announcing that you are making changes and improvements based on audience feedback is an excellent way to build trust and rapport with your readership.<\/p>\n<p id=\"mccrimmon-ch14_s01_p03\" class=\"para editable block\">Each newsletter is unique based on its purpose and the needs of its intended audience, but regardless of whether they appear in hard-copy or electronic form, they have some general features in common (shown in the following lists).<\/p>\n\n<div id=\"mccrimmon-ch14_s01_s01\" class=\"section\">\n<h2 class=\"title editable block\">Typical Purposes for Newsletters<\/h2>\n<ul id=\"mccrimmon-ch14_s01_s01_l01\" class=\"itemizedlist editable block\">\n \t<li>to develop and maintain a network<\/li>\n \t<li>to inform<\/li>\n \t<li>to promote a group<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s01_s02\" class=\"section\">\n<h2 class=\"title editable block\">Typical Formats for Newsletters<\/h2>\n<ul id=\"mccrimmon-ch14_s01_s02_l01\" class=\"itemizedlist editable block\">\n \t<li>text in columns<\/li>\n \t<li>large blocks of text broken up by graphics<\/li>\n \t<li>inviting visual layout<\/li>\n \t<li>integrated color<\/li>\n \t<li>digital or paper media<\/li>\n \t<li>ample margins of varying widths<\/li>\n \t<li>active voice<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s01_s03\" class=\"section\">\n<h2 class=\"title editable block\">Typical Audience Expectations for Newsletters<\/h2>\n<ul id=\"mccrimmon-ch14_s01_s03_l01\" class=\"itemizedlist editable block\">\n \t<li>current information<\/li>\n \t<li>publication on an ongoing, timely basis<\/li>\n \t<li>information relevant to core topic<\/li>\n \t<li>short articles<\/li>\n \t<li>contributions by members<\/li>\n \t<li>ads for topic-related products<\/li>\n \t<li>consistent look across pages and issues<\/li>\n \t<li>most important information on front page<\/li>\n \t<li>easily readable and error-free text<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s01_s04\" class=\"section\">\n<h2 class=\"title editable block\">Typical Components of Newsletters<\/h2>\n<ul id=\"mccrimmon-ch14_s01_s04_l01\" class=\"itemizedlist editable block\">\n \t<li>title on front page, possibly in a banner<\/li>\n \t<li>group identification<\/li>\n \t<li>date<\/li>\n \t<li>volume and issue<\/li>\n \t<li>headings and subheadings<\/li>\n \t<li>news about members<\/li>\n \t<li>schedule of relevant events<\/li>\n \t<li>photos<\/li>\n \t<li>developer contact information (phone number, web address, e-mail address)<\/li>\n \t<li>repeated features from issue to issue<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch14_s02\" class=\"section\" lang=\"en\">\n<h1 class=\"title editable block\">Creating Flyers and Brochures<\/h1>\n<p id=\"mccrimmon-ch14_s02_p01\" class=\"para editable block\">Flyers and brochures are both used to attract attention and to promote or persuade based on their content. Despite their common purpose, flyers and brochures have many differences. A brochure tends to be a more formal piece that is used on a long-term basis. A flyer is more casual and tends to be used for a single event at a single point in time. Also, a flyer requires fonts large enough to be read at a distance when the flyer is posted. Since brochures usually have a longer shelf life, more care, expertise, and meticulous editing typically go into their creation. Brochures have more standard features than flyers, as shown in the following lists.<\/p>\n<p id=\"mccrimmon-ch14_s02_p02\" class=\"para editable block\">Like newsletters, brochures and flyers may be dying a slow but steady death, first by the move away from ink and paper and now by more compelling electronic means of getting out time-sensitive information. But interestingly, in all these cases, the first generation of electronic, replacement versions of the print genre still copy many of its features, and certainly, proper and effective use of rhetorical technique is still of paramount importance.<\/p>\n<p id=\"mccrimmon-ch14_s02_p03\" class=\"para editable block\">In some cases, especially when the identity of the targeted audience is not predetermined, the hard-copy form of a brochure or flyer is still preferable. Sometimes a brochure includes a full-size flyer on the inside panels resulting in a combination of brochure and flyer. Such flyers typically do not use the larger flyer fonts since they are not designed to post or to be read from a distance. Decide how your folds will fall before you start so you can create your layout as two full-size sheets of paper to use for front and back. When you choose paper for a brochure, make sure it folds nicely.<\/p>\n<p id=\"mccrimmon-ch14_s02_p04\" class=\"para editable block\">The following lists present some typical features of brochures and flyers:<\/p>\n\n<div id=\"mccrimmon-ch14_s02_s01\" class=\"section\">\n<h2 class=\"title editable block\">Typical Purposes for Brochures<\/h2>\n<ul id=\"mccrimmon-ch14_s02_s01_l01\" class=\"itemizedlist editable block\">\n \t<li>to promote sales<\/li>\n \t<li>to promote interest<\/li>\n \t<li>to inform<\/li>\n \t<li>to announce something<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s02_s02\" class=\"section\">\n<h2 class=\"title editable block\">Typical Formats for Brochures<\/h2>\n<ul id=\"mccrimmon-ch14_s02_s02_l01\" class=\"itemizedlist editable block\">\n \t<li>inviting visual layout (the content is most important, but first the reader\u2019s attention must be captured)<\/li>\n \t<li>bulleted lists instead of dense text<\/li>\n \t<li>color strategically placed to draw reader\u2019s eye<\/li>\n \t<li>ample white space, but no wasted space<\/li>\n \t<li>folded format (trifold is standard)<\/li>\n \t<li>small margins on each folded face<\/li>\n \t<li>two or three small chunks of text per fold<\/li>\n \t<li>two or three plain, simple sentences per chunk of text<\/li>\n \t<li>a maximum of three fonts<\/li>\n \t<li>standard font sizes\u2014headings: 14\u201316, text: 12, captions: 10<\/li>\n \t<li>publication on high-quality paper or distribution electronically as an attached file<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s02_s03\" class=\"section\">\n<h2 class=\"title editable block\">Typical Audience Expectations for Brochures<\/h2>\n<ul id=\"mccrimmon-ch14_s02_s03_l01\" class=\"itemizedlist editable block\">\n \t<li>one-time publication with possible updates at a later time<\/li>\n \t<li>information can be years old<\/li>\n \t<li>short text pieces on each face<\/li>\n \t<li>easily readable text<\/li>\n \t<li>consistent look across folds<\/li>\n \t<li>enough information for easy follow-up<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s02_s04\" class=\"section\">\n<h2 class=\"title editable block\">Typical Components of Brochures<\/h2>\n<ul id=\"mccrimmon-ch14_s02_s04_l01\" class=\"itemizedlist editable block\">\n \t<li>attention-drawing front panel including main point and call to action (the top third is the most critical if the brochure will be in a rack)<\/li>\n \t<li>most important information on inside front panel<\/li>\n \t<li>headings and subheadings (use these liberally but strategically; they will serve as guides to the deeper content, but they will also be the only part some readers will read)<\/li>\n \t<li>meaningful graphics with good printing resolution<\/li>\n \t<li>hours of operation (if applicable)<\/li>\n \t<li>phone number and web address for more information<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch14_s03\" class=\"section\" lang=\"en\">\n<h1 class=\"title editable block\">Developing Ads<\/h1>\n<p id=\"mccrimmon-ch14_s03_p01\" class=\"para editable block\">Advertising is an ever-changing form of persuasion that reaches us through every conceivable medium: print, radio, television, cinema, public space, and the Internet. Regardless of how they reach us, ads use rhetorical techniques to catch our attention. As consumers we are well aware of the power of effective advertising. You don\u2019t have to be a professional advertising copywriter to have the need or occasion to make ads. The guidelines shown in the following lists can apply to any medium:<\/p>\n\n<div id=\"mccrimmon-ch14_s03_s01\" class=\"section\">\n<h2 class=\"title editable block\">Typical Purposes for Ads<\/h2>\n<ul id=\"mccrimmon-ch14_s03_s01_l01\" class=\"itemizedlist editable block\">\n \t<li>to sell<\/li>\n \t<li>to persuade<\/li>\n \t<li>to inform<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s03_s02\" class=\"section\">\n<h2 class=\"title editable block\">Typical Formats for Ads<\/h2>\n<ul id=\"mccrimmon-ch14_s03_s02_l01\" class=\"itemizedlist editable block\">\n \t<li>inviting visual layout<\/li>\n \t<li>brief main headings<\/li>\n \t<li>subheadings if needed (often not used in ads)<\/li>\n \t<li>color used for interest without being overwhelming<\/li>\n \t<li>ample white space to avoid a cluttered look<\/li>\n \t<li>font sizes based on audience needs<\/li>\n \t<li>a maximum of two fonts<\/li>\n \t<li>digital, paper, or other media<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s03_s03\" class=\"section\">\n<h2 class=\"title editable block\">Typical Audience Expectations for Ads<\/h2>\n<ul class=\"itemizedlist block\">\n \t<li>ads that require little or no work to view<\/li>\n \t<li>ads that load quickly<\/li>\n \t<li>ads that can be read in no more than a couple of seconds<\/li>\n \t<li>font that can easily be read at typical distance<\/li>\n \t<li>message that is apparent at a glance<\/li>\n \t<li>message that tests personal logic or challenges conventional wisdom<\/li>\n \t<li>enough information for easy follow-up<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s03_s04\" class=\"section\">\n<h2 class=\"title editable block\">Typical Components of Ads<\/h2>\n<ul id=\"mccrimmon-ch14_s03_s04_l01\" class=\"itemizedlist editable block\">\n \t<li>main slogan or position presented in about seven words or fewer (often using only key words, not complete sentences)<\/li>\n \t<li>power words that draw emotions, such as <em class=\"emphasis\">free<\/em>, <em class=\"emphasis\">easy<\/em>, <em class=\"emphasis\">exciting<\/em>, and <em class=\"emphasis\">delicious<\/em><\/li>\n \t<li>terms not used in similar ads<\/li>\n \t<li>relevant images that can carry a message with only a few accompanying words<\/li>\n \t<li>images that will load quickly in digital ads<\/li>\n \t<li>explanation of value of featured product, service, or idea<\/li>\n \t<li>information about purchasing or learning more<\/li>\n \t<li>company or institution name<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch14_s04\" class=\"section\" lang=\"en\">\n<h1 class=\"title editable block\">Writing Personal Letters<\/h1>\n<p id=\"mccrimmon-ch14_s04_p01\" class=\"para editable block\">Personal letters might seem to be a quaint form in the twenty-first century, and there\u2019s no question they have an old-fashioned feel to them. But it\u2019s precisely their unusual, almost rare nature that can make them so powerful. The very act of taking the trouble to find a stamp, envelope, and postal address elevates the importance of your message as the sender. As the recipient, when you open your mailbox and find a personal letter from someone, you tend to honor the care that person has taken to communicate with you in this medium. Imagine being the only job applicant who writes a personal letter of thanks for an interview, or the only former student who writes a personal letter of thanks for a letter of recommendation. Yes, it\u2019s quaint and old-fashioned, but it can also be a very effective way of distinguishing yourself from the crowd. And sending a personal letter to a close friend in a time of need or celebration can still be just the right thing to do.<\/p>\n<p id=\"mccrimmon-ch14_s04_p02\" class=\"para editable block\">Personal letters are just that\u2014personal. Hence you can create them in any way you like. You should, however, keep in mind that once you write and send a personal letter, it becomes a permanent, tangible written record, even more so than an e-mail or a post on a friend\u2019s social networking site. So make sure you write information and use a written format with which you want to be permanently associated.<\/p>\n<p id=\"mccrimmon-ch14_s04_p03\" class=\"para editable block\">The following lists present some typical features of personal letters:<\/p>\n\n<div id=\"mccrimmon-ch14_s04_s01\" class=\"section\">\n<h2 class=\"title editable block\">Typical Purposes for Personal Letters<\/h2>\n<ul id=\"mccrimmon-ch14_s04_s01_l01\" class=\"itemizedlist editable block\">\n \t<li>to inform<\/li>\n \t<li>to keep in touch<\/li>\n \t<li>to share<\/li>\n \t<li>to persuade<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s04_s02\" class=\"section\">\n<h2 class=\"title editable block\">Typical Formats for Personal Letters<\/h2>\n<ul id=\"mccrimmon-ch14_s04_s02_l01\" class=\"itemizedlist editable block\">\n \t<li>casual, conversational wording<\/li>\n \t<li>correct spelling<\/li>\n \t<li>casual use of punctuation, capitalization, and grammar<\/li>\n \t<li>personal and interesting details<\/li>\n \t<li>handwritten or typed format<\/li>\n \t<li>traditional or electronic distribution<\/li>\n \t<li>indented paragraphs<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s04_s03\" class=\"section\">\n<h2 class=\"title editable block\">Typical Audience Expectations for Personal Letters<\/h2>\n<ul id=\"mccrimmon-ch14_s04_s03_l01\" class=\"itemizedlist editable block\">\n \t<li>typing or handwriting is easy to read<\/li>\n \t<li>messages is easy to understand<\/li>\n \t<li>references are familiar<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s04_s04\" class=\"section\">\n<h2 class=\"title editable block\">Typical Components of Personal Letters<\/h2>\n<ul id=\"mccrimmon-ch14_s04_s04_l01\" class=\"itemizedlist editable block\">\n \t<li>date<\/li>\n \t<li>salutation<\/li>\n \t<li>introduction<\/li>\n \t<li>body<\/li>\n \t<li>conclusion<\/li>\n \t<li>closing<\/li>\n \t<li>signature<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch12_s01\" class=\"section\" lang=\"en\">\n<h1 class=\"title editable block\">Writing Business Letters<\/h1>\n<div id=\"mccrimmon-ch12_s01_n01\" class=\"learning_objectives editable block\">\n<p class=\"title\"><span style=\"font-weight: normal;text-align: initial;font-family: 'Crimson Text', Baskerville, Times, serif;font-size: 14pt\">You might think that people living in the age of technology do not need to learn business letter skills. After all, in today\u2019s professional world, e-mails have replaced business letters as the primary mode of communication. However, many formal situations are still best handled with business letters, whether they are sent on paper or as an attachment to an e-mail.<\/span><\/p>\n<p class=\"title\"><span style=\"text-align: initial;font-size: 14pt\">When writing a business letter, if you use business letterhead that includes the company address and other contact information, you do not need to incorporate that information within the letter. The most common format of business letters, the block format, uses one-inch margins with all content flush against the left margin, including the body paragraphs. Some less common forms do use indentation. Business letters include the following parts, as shown in this sample:<\/span><\/p>\n\n<\/div>\n<div class=\"informalfigure large large-height block\"><img src=\"https:\/\/2012books.lardbucket.org\/books\/writers-handbook\/section_16\/ea18c5f8a6cb4325811eaf23a4f1519a.jpg\"><\/div>\n<p id=\"mccrimmon-ch12_s01_p03\" class=\"para editable block\">When writing a business letter, keep these tips in mind:<\/p>\n\n<ul id=\"mccrimmon-ch12_s01_l02\" class=\"itemizedlist editable block\">\n \t<li>Do not use slang.<\/li>\n \t<li>Be professional.<\/li>\n \t<li>Be concise and to the point.<\/li>\n \t<li>Mention a personal connection, if you have one, briefly at the beginning of the letter to create a personalized introduction.<\/li>\n \t<li>Use the abbreviation \u201cEnc.\u201d or the word \u201cEnclosed\u201d prior to a list of papers that are included with the business letter.<\/li>\n \t<li>Proofread for grammar, punctuation, and spelling.<\/li>\n \t<li>Make sure that a letter attached to an e-mail is in a document format that your recipient also uses.<\/li>\n \t<li>Use a person\u2019s name in the greeting whenever possible. If you have no way of acquiring a name, use \u201cDear Sir or Madam\u201d or similar generic, but professional, wording.<\/li>\n<\/ul>\n<h1 class=\"title editable block\">Composing Memos<\/h1>\n<p id=\"mccrimmon-ch12_s03_p01\" class=\"para editable block\">A memo is less formal than a business letter but more formal than an e-mail. Memos are usually sent within a company addressing a single issue or meeting and are typically short. A common feature of memos is the heading followed by a colon. Memos typically include the following set components:<\/p>\n\n<div class=\"informalfigure large block\"><img src=\"https:\/\/2012books.lardbucket.org\/books\/writers-handbook\/section_16\/d642e8eb02a5988dfcf0ec881acf5780.jpg\"><\/div>\n<p id=\"mccrimmon-ch12_s03_p02\" class=\"para editable block\">Companies often have blank memo forms in digital and hard-copy formats.<\/p>\n\n<div id=\"mccrimmon-ch12_s03_f01\" class=\"figure large editable block\">\n<h2 class=\"title\">Example of a Blank Memo Form<\/h2>\n<img src=\"https:\/\/2012books.lardbucket.org\/books\/writers-handbook\/section_16\/d8f648ae1e2b9db60ef2266dd88b06cb.jpg\">\n\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch12_s02\" class=\"section\" lang=\"en\">\n<h1 class=\"title editable block\">Writing a R\u00e9sum\u00e9<\/h1>\n<p id=\"mccrimmon-ch12_s02_p01\" class=\"para editable block\">As part of the process of applying for any job in any profession beyond the entry level, you are likely to have to produce two main written documents: a r\u00e9sum\u00e9 and a cover letter or letter of application. Writing these documents well is often a key determiner in whether you get the job. To illustrate, we\u2019ll follow a student, Joey Williams, through these two key professional writing challenges. Joey is a recent graduate of a master\u2019s degree program in public relations who is seeking a position at a graphic design firm.<\/p>\nhttps:\/\/www.youtube.com\/watch?v=3iwCzT2P7vw\n<div id=\"mccrimmon-ch12_s02_s01\" class=\"section\">\n<h2 class=\"title editable block\">Creating Solid R\u00e9sum\u00e9s<\/h2>\n<p id=\"mccrimmon-ch12_s02_s01_p01\" class=\"para editable block\">Common r\u00e9sum\u00e9 formats vary with types of jobs and with the times, but regardless of the type of position you are seeking, your r\u00e9sum\u00e9 should include some key features and some key information.<\/p>\n\n<div id=\"mccrimmon-ch12_s02_s01_s01\" class=\"section\">\n<h2 class=\"title editable block\">Key R\u00e9sum\u00e9 Features<\/h2>\n<p id=\"mccrimmon-ch12_s02_s01_s01_p01\" class=\"para editable block\">Effective r\u00e9sum\u00e9s have the following features:<\/p>\n\n<ul id=\"mccrimmon-ch12_s02_s01_s01_l01\" class=\"itemizedlist editable block\">\n \t<li>They are meticulously edited (absolutely no errors).<\/li>\n \t<li>The subheadings stand out and are short enough to be read at a glance (one or two words).<\/li>\n \t<li>Ample white space is used.<\/li>\n \t<li>Lists are parallel.<\/li>\n \t<li>Bolding is used sparingly.<\/li>\n \t<li>One easy-to-read font is uniformly used throughout.<\/li>\n \t<li>The font is size 12.<\/li>\n \t<li>The r\u00e9sum\u00e9 is available both in digital and hard-copy form.<\/li>\n \t<li>Formatting on a digital r\u00e9sum\u00e9 holds when it is opened in others\u2019 computers. This formatting should be straight type without tabbing, tables, italics, bolding, columns, or indenting. If it\u2019s included as an attachment, it should be in a Microsoft Word file. A second option is to visually create the r\u00e9sum\u00e9 as desired and then capture it in a PDF file.<\/li>\n \t<li>The r\u00e9sum\u00e9 is confined to one page unless you are in a profession that requires additional pages or unless you are at a more advanced professional level that requires a more extensive r\u00e9sum\u00e9.<\/li>\n \t<li>The most recent information is presented first within each category.<\/li>\n \t<li>Standard r\u00e9sum\u00e9 paper is used unless the specific profession calls for something different.<\/li>\n \t<li>Accomplishments are presented in non-wordy formats.<\/li>\n \t<li>Action verbs are used to describe accomplishments.<\/li>\n \t<li>Contact information is clearly visible at the top of the r\u00e9sum\u00e9.<\/li>\n \t<li>Key words that searchers in your professional field are likely to use are included in r\u00e9sum\u00e9s that are posted online. (After your contact information, include a \u201ckey words\u201d section or weave the keywords into your accomplishments.)<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch12_s02_s01_s02\" class=\"section\">\n<h2 class=\"title editable block\">Key R\u00e9sum\u00e9 Information<\/h2>\n<p id=\"mccrimmon-ch12_s02_s01_s02_p01\" class=\"para editable block\">Every r\u00e9sum\u00e9 should include the following information:<\/p>\n\n<ul id=\"mccrimmon-ch12_s02_s01_s02_l01\" class=\"itemizedlist editable block\">\n \t<li>professional name<\/li>\n \t<li>address<\/li>\n \t<li>phone number<\/li>\n \t<li>e-mail address<\/li>\n \t<li>work experience (i.e., places of employment)<\/li>\n \t<li>accomplishments at each place of employment<\/li>\n \t<li>education<\/li>\n<\/ul>\n<p id=\"mccrimmon-ch12_s02_s01_s02_p02\" class=\"para editable block\">These r\u00e9sum\u00e9 components are optional:<\/p>\n\n<ul id=\"mccrimmon-ch12_s02_s01_s02_l02\" class=\"itemizedlist editable block\">\n \t<li>personal interests<\/li>\n \t<li>references<\/li>\n \t<li>dates of education and work experience<\/li>\n \t<li>address for personal website<\/li>\n \t<li>employment objective (a good strategy if you want to tailor your r\u00e9sum\u00e9 for a certain job description)<\/li>\n \t<li>fax number<\/li>\n \t<li>awards and honors<\/li>\n<\/ul>\n<p id=\"mccrimmon-ch12_s02_s01_s02_p03\" class=\"para editable block\">To ensure that your r\u00e9sum\u00e9 is both current and appropriate for the position, you should search online for similar sample r\u00e9sum\u00e9s. You should also run your r\u00e9sum\u00e9 past the career placement services at your college and any people you know who are working in your field of interest. Here\u2019s Joey\u2019s generic r\u00e9sum\u00e9:<\/p>\n\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch12_s02_s02\" class=\"section\">\n<h2 class=\"title editable block\">Writing Targeted Cover Letters<\/h2>\n<p id=\"mccrimmon-ch12_s02_s02_p01\" class=\"para editable block\">Along with sending a r\u00e9sum\u00e9 when applying for a job, you will almost always want to send a cover letter. This suggestion holds true in both hard-copy and digital situations. A hard-copy cover letter should be formatted as a standard, typed business letter. A digital cover letter should be either typed directly into a given window or copied and pasted into the window. If you copy and paste, check to make sure that the formatting holds.<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p02\" class=\"para editable block\">When the job market is tight, just getting an interview is a major hurdle. Facing dozens and sometimes even hundreds of applicants, employers are looking for reasons to cut down their pool of potential interviewees. Don\u2019t give them a reason <strong class=\"emphasis bold\">not<\/strong> to interview you by writing a vaguely worded, overly general letter of application or r\u00e9sum\u00e9, especially when you can easily revise and tailor your approach to each position for which you are applying.<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p03\" class=\"para editable block\">To <em class=\"emphasis\">target<\/em> a cover letter means to write it specifically for an identified job. You can gather information to target your cover letter by looking carefully at the job description and by studying the company\u2019s website. Let\u2019s look at an example of an online job description that has caught Joey\u2019s attention:<\/p>\n\n<div id=\"mccrimmon-ch12_s02_s02_n01\" class=\"callout block\">\n<div class=\"textbox textbox--examples\"><header class=\"textbox__header\">\n<p class=\"textbox__title\">Example<\/p>\n\n<\/header>\n<div class=\"textbox__content\">\n<div id=\"mccrimmon-ch12_s02_s02_n01\" class=\"callout block\">\n<h3 class=\"title\">Video Game PR\u2014Assistant Account Executive<\/h3>\n<p class=\"simpara\">About the Job<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p04\" class=\"para\"><strong class=\"emphasis bold\">GolinHarris<\/strong> is a leading international public relations firm and winner of <em class=\"emphasis\">PRWeek<\/em>\u2019s Large PR Agency of the Year 2010, 2010 Best Places to Work by the <em class=\"emphasis\">Los Angeles Business Journal<\/em>, and numerous industry awards.<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p05\" class=\"para\">Our western region headquarters, based in <strong class=\"emphasis bold\">Los Angeles<\/strong>, is currently seeking an ambitious and motivated PR professional to join our team as an <strong class=\"emphasis bold\">Assistant Account Executive<\/strong>. The successful candidate will play an integral role and receive valuable hands-on experience by working on our <strong class=\"emphasis bold\">Nintendo<\/strong> account. We are launching exciting programs in the next few weeks and this opportunity will not last long. Avid gamers are encouraged to apply now.<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p06\" class=\"para\">The candidate we seek will perform fundamental PR tasks such as aiding in production of media-related materials, pitching program highlights to the media, monitoring for quality and quantity of media coverage and managing client publications and resources materials.<\/p>\n<p class=\"simpara\">What Do You Need to Be Considered?<\/p>\n\n<ul id=\"mccrimmon-ch12_s02_s02_l01\" class=\"itemizedlist\">\n \t<li>2 years of work experience in PR required, agency and video game background is preferred<\/li>\n \t<li>Applicants with only internship experience will not be considered<\/li>\n \t<li>A passion for communications and consumer issues<\/li>\n \t<li>Stellar AP-style writing abilities<\/li>\n \t<li>A Bachelor\u2019s degree<\/li>\n \t<li>Social media experience<\/li>\n \t<li>Local applicants preferred<\/li>\n<\/ul>\n<p class=\"simpara\">About Us<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p07\" class=\"para\">As a member of the Interpublic Group (IPG), GolinHarris partners with a network of the communication industry\u2019s best strategists across a variety of disciplines, including sports marketing, consumer research, branding, special events and advertising. We collaborate with these partners to continually advance our clients\u2019 businesses.<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p08\" class=\"para\">At GolinHarris we recognize that there is much more to life than just work. Our benefits program has been designed to help GolinHarris employees and their families stay healthy, balance personal and career priorities, and build a solid and secure future. We offer a great workplace, culture, competitive salary, health care benefits (medical, dental and vision insurance), 401k and more.<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p09\" class=\"para\">GolinHarris is an Equal Opportunity Employer. EEO\/AA.M\/F\/D\/V.<\/p>\n\n<div class=\"copyright\">\n<p class=\"para\">Source: GolinHarris<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p id=\"mccrimmon-ch12_s02_s02_p10\" class=\"para editable block\">As Joey prepares his cover letter, he\u2019ll need to include, in three or four paragraphs, information about himself and his fitness for the position that complement what his r\u00e9sum\u00e9 already reveals. Typical contents of the paragraphs of his cover letter might include the following:<\/p>\n\n<div id=\"mccrimmon-ch12_s02_s02_s01\" class=\"section\">\n<div class=\"textbox textbox--examples\"><header class=\"textbox__header\">\n<p class=\"textbox__title\">Cover Letter Outline<\/p>\n\n<\/header>\n<div class=\"textbox__content\">\n<div id=\"mccrimmon-ch12_s02_s02_s01\" class=\"section\">\n<h2 class=\"title editable block\">First Paragraph<\/h2>\n<ul id=\"mccrimmon-ch12_s02_s02_s01_l01\" class=\"itemizedlist editable block\">\n \t<li>The job for which he is applying<\/li>\n \t<li>How he learned of the job<\/li>\n \t<li>A statement clearly and succinctly indicating why he is well suited for the job<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch12_s02_s02_s02\" class=\"section\">\n<h2 class=\"title editable block\">Second Paragraph<\/h2>\n<ul id=\"mccrimmon-ch12_s02_s02_s02_l01\" class=\"itemizedlist editable block\">\n \t<li>Some current, relevant experiences that show he has a good background for the job. This should be where he places the most significant points he has to offer.<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch12_s02_s02_s03\" class=\"section\">\n<h2 class=\"title editable block\">Third Paragraph<\/h2>\n<ul id=\"mccrimmon-ch12_s02_s02_s03_l01\" class=\"itemizedlist editable block\">\n \t<li>Other relevant job experiences or education. This is where he puts what might be considered his \u201csecond level\u201d of important points.<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch12_s02_s02_s04\" class=\"section\">\n<h2 class=\"title editable block\">Fourth Paragraph<\/h2>\n<ul id=\"mccrimmon-ch12_s02_s02_s04_l01\" class=\"itemizedlist editable block\">\n \t<li>A statement about wanting to have an opportunity to discuss the job<\/li>\n \t<li>An offer to send references as needed<\/li>\n \t<li>Request to be contacted and a reiteration of his main contact information (most likely a phone number or an e-mail address or both)<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch12_s02_s02_s04\" class=\"section\">\n<p id=\"mccrimmon-ch12_s02_s02_s04_p01\" class=\"para editable block\">Keep in mind that your cover letter is the first chance to present yourself and often the only chance. Besides being sure to include the most pertinent and valuable information you have to offer, be very careful that your letter is grammatically correct with no punctuation or spelling errors. Proofread it carefully yourself, and then, even if you think the letter is perfect, ask a trusted acquaintance to proofread it. Errors in this kind of high-stakes writing situation can be fatal to your chances of achieving your desired goal: getting your foot in the door professionally.<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_s04_p02\" class=\"para editable block\">As he is planning his cover letter, Joey decides to apply what he has learned in his academic writing career to this all-important professional challenge. Thus, before writing, he fills out the statement of purpose he used six years before when he was a first-year college student:<\/p>\n\n<div class=\"informaltable block\">\n<table class=\"grid landscape\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td><strong class=\"emphasis bold\">Voice<\/strong><\/td>\n<td><strong class=\"emphasis bold\">I am writing as<\/strong> a young, eager, well-educated, and flexible individual who wants to be a part of the GolinHarris team.<\/td>\n<\/tr>\n<tr>\n<td><strong class=\"emphasis bold\">Message<\/strong><\/td>\n<td><strong class=\"emphasis bold\">I want to convey the message that<\/strong> I will bring extensive gaming, graphic design, and public relations experience and credentials to the position.<\/td>\n<\/tr>\n<tr>\n<td><strong class=\"emphasis bold\">Audience<\/strong><\/td>\n<td><strong class=\"emphasis bold\">I want to write to<\/strong> the human resources department or hiring manager at GolinHarris.<\/td>\n<\/tr>\n<tr>\n<td><strong class=\"emphasis bold\">Attitude<\/strong><\/td>\n<td><strong class=\"emphasis bold\">My attitude toward the subject is<\/strong> positive and confident, but also somewhat deferential, humble, and respectful of authority.<\/td>\n<\/tr>\n<tr>\n<td><strong class=\"emphasis bold\">Reception<\/strong><\/td>\n<td><strong class=\"emphasis bold\">I want my audience to<\/strong> give me an interview because they realize they\u2019ve got a hot local prospect who\u2019s perfect for the job.<\/td>\n<\/tr>\n<tr>\n<td><strong class=\"emphasis bold\">Tone<\/strong><\/td>\n<td><strong class=\"emphasis bold\">My tone toward my readers is<\/strong> professional, but creative, enthusiastic, and cutting-edge.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p id=\"mccrimmon-ch12_s02_s02_s04_p03\" class=\"para editable block\">Armed with his statement of purpose, Joey writes the following cover letter:<\/p>\n\n<div class=\"informalfigure full block\"><img src=\"https:\/\/2012books.lardbucket.org\/books\/writers-handbook\/section_16\/82ea6823caa9d1381410e1b57b332062.jpg\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch12_s04\" class=\"section\" lang=\"en\">\n<h1 class=\"title editable block\">E-mail and Online Networking<\/h1>\n<p id=\"mccrimmon-ch12_s04_p01\" class=\"para editable block\">Online networking refers to a variety of methods of talking to others over the Internet, including e-mailing. Since e-mailing is so common and has been around longer than the other methods, it will be dealt with as a separate entity here.<\/p>\n\n<div id=\"mccrimmon-ch12_s04_s01\" class=\"section\">\n<h2 class=\"title editable block\">Using E-mail in the Workplace<\/h2>\n<p id=\"mccrimmon-ch12_s04_s01_p01\" class=\"para editable block\">E-mailing started small in the 1960s and became more widespread by the 1990s. Today the idea of going a day without e-mails is incomprehensible to many people, both professionally and personally. Even though most working people in the United States have both personal and work e-mail, workplace e-mail guidelines make the two quite different. Failing to follow these guidelines for workplace e-mails can have a range of ramifications from mild embarrassment to termination from your job. The following guidelines are general and most of them will apply in most workplaces. You are likely to find, however, that your workplace has its own guidelines that you will need to learn and follow.<\/p>\nhttps:\/\/www.youtube.com\/watch?v=oI3rVQFye9w\n<p id=\"mccrimmon-ch12_s04_s01_p02\" class=\"para editable block\">Here are some general workplace e-mail guidelines:<\/p>\n\n<ul id=\"mccrimmon-ch12_s04_s01_l01\" class=\"itemizedlist editable block\">\n \t<li>Make sure your writing has no grammatical, spelling, or punctuation errors and no typos. Any e-mail, whether it is sent internally or externally, reflects not only on the person sending it but also on the organization employing that person.<\/li>\n \t<li>Use standard wording, spelling, punctuation, and capitalization. Do not use any of the abbreviated, casual text that is common in personal online communications.<\/li>\n \t<li>Use a subject line that targets the key point of the e-mail so that the subject line can be a helpful sorting or searching tool.<\/li>\n \t<li>Be concise.<\/li>\n \t<li>Be courteous.<\/li>\n \t<li>Use jokes sparingly since they are often misunderstood.<\/li>\n \t<li>Use short paragraphs. Large blocks of digital text are difficult to read.<\/li>\n \t<li>Type in upper- and lowercase letters. Writing in all capital letters is perceived as shouting and writing in all lowercase letters is difficult to read.<\/li>\n \t<li>Keep in mind that electronic text is very easy to share with few or many. Don\u2019t put anything in an e-mail that would be problematic if shared beyond your intended recipient.<\/li>\n \t<li>Most e-mail systems allow you to design and include a signature at the end of your e-mails, with the company name, your title, your e-mail address, and your phone number. Unless you are writing to a colleague with whom you have daily contact, plan to include your signature.<\/li>\n \t<li>When e-mailing a business acquaintance you do not know well, use a standard business letter greeting (\u201cDear Jack\u201d or \u201cDear Mr. Wichel\u201d) and closing (\u201cSincerely\u201d). When you do know the person well, you can relax the greeting and closing a little if doing so would mesh with the culture of your company.<\/li>\n \t<li>Keep in mind that different computers and e-mail programs receive e-mail text differently. Do not rely on text features, such as bolding, italicizing, color, and underlining, to carry meaning.<\/li>\n \t<li>Clean up forwarded e-mails so that old e-mail components are not included unnecessarily or unintentionally.<\/li>\n \t<li>Take great care with your tone. A good way to check that your tone comes off accurately is to reread your e-mail aloud once you are finished writing it. If you sense that you are sending or replying to an e-mail out of anger or frustration, enforce an overnight cooling-off period before clicking the send button.<\/li>\n \t<li>If you make changes in your e-mail, reread the whole e-mail when you are finished to make sure you made any needed adjustments to accommodate the changes.<\/li>\n \t<li>Avoid using your work e-mail for personal messages, and especially avoid sending any messages or attachments that could be considered vulgar, offensive, or inappropriate. Keep in mind that all work e-mail might be monitored.<\/li>\n \t<li>Try not to send unusually large attachments that might clog the in-boxes of colleagues and coworkers, and keep your mailbox clean, so you don\u2019t overtax the server space of your organization.<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch12_s04_s02\" class=\"section\">\n<h2 class=\"title editable block\">Using Other Online Networking<\/h2>\n<p id=\"mccrimmon-ch12_s04_s02_p01\" class=\"para editable block\">The e-mail guidelines also apply to other online networking situations. Whether you use other online networking tools will depend on your company. Having a general awareness of some of the other options is helpful when you join a company.<\/p>\n\n<div id=\"mccrimmon-ch12_s04_s02_t01\" class=\"table block\">\n<p class=\"title\">Some Other Online Networking Options<\/p>\n\n<table class=\"grid landscape\" style=\"height: 426px\" cellspacing=\"0\" cellpadding=\"0\">\n<thead>\n<tr style=\"height: 29px\">\n<th style=\"height: 29px;width: 82.0625px\">Networking Tool<\/th>\n<th style=\"height: 29px;width: 376.062px\">Description<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr style=\"height: 59px\">\n<td style=\"height: 59px;width: 82.0625px\">Blogs<\/td>\n<td style=\"height: 59px;width: 377.062px\">Short for weblog, a blog is a personal online journal. Since blog content can show up in Internet searches, many businesses now maintain blogs as a means of sharing information with customers.<\/td>\n<\/tr>\n<tr style=\"height: 44px\">\n<td style=\"height: 44px;width: 82.0625px\"><span class=\"margin_term\">Niche networking sites<\/span><\/td>\n<td style=\"height: 44px;width: 377.062px\">Specialty networking sites, such as for quilters, surfers, or vegans, serve as a hub for sharing ideas.<\/td>\n<\/tr>\n<tr style=\"height: 44px\">\n<td style=\"height: 44px;width: 82.0625px\">Podcasts<\/td>\n<td style=\"height: 44px;width: 377.062px\">You can record and post audio files for others to download by subscription through a Real Simple Syndication (RSS) feed.<\/td>\n<\/tr>\n<tr style=\"height: 59px\">\n<td style=\"height: 59px;width: 82.0625px\">Professional networking sites<\/td>\n<td style=\"height: 59px;width: 377.062px\">Pay sites or sites with ad content can be used by job seekers to post their skills, by employers to find employees with needed skills, or by employees to network with others in the same field.<\/td>\n<\/tr>\n<tr style=\"height: 44px\">\n<td style=\"height: 44px;width: 82.0625px\">Social networking sites<\/td>\n<td style=\"height: 44px;width: 377.062px\">Initially used only for personal interchanges, these are now also used by many businesses as a means of reaching out to customers.<\/td>\n<\/tr>\n<tr style=\"height: 29px\">\n<td style=\"height: 29px;width: 82.0625px\">Video sites<\/td>\n<td style=\"height: 29px;width: 377.062px\">You can create video files and upload them onto the Internet for others to view.<\/td>\n<\/tr>\n<tr style=\"height: 59px\">\n<td style=\"height: 59px;width: 82.0625px\">Wikis<\/td>\n<td style=\"height: 59px;width: 377.062px\">You can use these websites to collaborate on projects with invited group members. On such sites, group members at many different physical locations can work together by adding their input on a single document.<\/td>\n<\/tr>\n<tr style=\"height: 59px\">\n<td style=\"height: 59px;width: 82.0625px\"><span class=\"margin_term\">White space social networking sites<\/span><\/td>\n<td style=\"height: 59px;width: 377.062px\">These company networking sites are meant for internal communication and are not open to the public.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n&nbsp;\n\n<\/div>\n<div id=\"mccrimmon-ch12_s04_s02_n02\" class=\"exercises editable block\">\n\n<hr>\n\n<h2>Attributions<\/h2>\n<ul>\n \t<li><em>C<\/em><em>ontent adapted from \"<a href=\"https:\/\/2012books.lardbucket.org\/books\/writers-handbook\/s18-public-and-personal-writing.html\">Chapter 14: Public and Personal Writing<\/a>\" and licensed under <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/3.0\/\">CC BY NC SA<\/a>.<\/em><\/li>\n \t<li><em>Content adapted from \"<a href=\"https:\/\/2012books.lardbucket.org\/books\/writers-handbook\/s16-professional-writing.html\">Chapter 12: Professional Writing<\/a>\" and licensed under <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/3.0\/\">CC BY NC SA<\/a>.<\/em><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n","rendered":"<div id=\"mccrimmon-ch12\" class=\"chapter\" lang=\"en\">\n<div id=\"mccrimmon-ch12_s00\" class=\"section\">\n<div id=\"mccrimmon-ch14\" class=\"chapter\" lang=\"en\">\n<p class=\"title editable block\"><span style=\"font-weight: normal;text-align: initial;font-family: 'Crimson Text', Baskerville, Times, serif;font-size: 14pt\">You probably know someone who has said, \u201cI\u2019m a lousy writer, but it doesn\u2019t matter since I don\u2019t write for a living and I\u2019m not an English teacher.\u201d You might have even made such a comment yourself. In reality, good writing can help you from the moment you apply for a job throughout your time in the workforce. And regardless of whether you are writing in academic or professional settings, good writing involves an awareness of voice, audience, and message.<\/span><\/p>\n<p class=\"title editable block\"><span style=\"font-weight: normal;text-align: initial;font-family: 'Crimson Text', Baskerville, Times, serif;font-size: 14pt\">As with other types of writing, purpose, message, audience, voice, attitude, reception, and tone are key factors to consider when you compose newsletters, flyers, brochures, ads, and personal letters. You will also discover that each of these types of writing has developed certain formatting standards over the years, regardless of whether they are produced in digital or print form.<\/span><\/p>\n<\/div>\n<div id=\"mccrimmon-ch14_s01\" class=\"section\" lang=\"en\">\n<h1 class=\"title editable block\">Writing Newsletters<\/h1>\n<p id=\"mccrimmon-ch14_s01_p01\" class=\"para editable block\">Newsletters are used by companies, schools, families, and other groups. It may well be that we are witnessing the tail end or the last gasp of the traditional newsletter now that they are increasingly being produced with word processing templates and distributed electronically via e-mail and websites. But even if that\u2019s true, the processes of designing and distributing electronic newsletters are much the same as those used by website designers using more sophisticated templates and technology. And even if they are someday completely replaced by other means of getting out information about an organization, whatever replaces newsletters will borrow many of the same rhetorical techniques.<\/p>\n<p id=\"mccrimmon-ch14_s01_p02\" class=\"para editable block\">When you are designing a newsletter, give serious thought to the amount of content and amount of researched articles you want to include. Keep in mind that unless you can sustain the level of the first few issues of your newsletter, subsequent issues will appear to have declined in quality. You need to be able to maintain your initial newsletter plan in order to protect your organization\u2019s image. On the other hand, you should always be open to feedback from your audience to help keep your newsletter on track and evolving with your audience\u2019s needs. Announcing that you are making changes and improvements based on audience feedback is an excellent way to build trust and rapport with your readership.<\/p>\n<p id=\"mccrimmon-ch14_s01_p03\" class=\"para editable block\">Each newsletter is unique based on its purpose and the needs of its intended audience, but regardless of whether they appear in hard-copy or electronic form, they have some general features in common (shown in the following lists).<\/p>\n<div id=\"mccrimmon-ch14_s01_s01\" class=\"section\">\n<h2 class=\"title editable block\">Typical Purposes for Newsletters<\/h2>\n<ul id=\"mccrimmon-ch14_s01_s01_l01\" class=\"itemizedlist editable block\">\n<li>to develop and maintain a network<\/li>\n<li>to inform<\/li>\n<li>to promote a group<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s01_s02\" class=\"section\">\n<h2 class=\"title editable block\">Typical Formats for Newsletters<\/h2>\n<ul id=\"mccrimmon-ch14_s01_s02_l01\" class=\"itemizedlist editable block\">\n<li>text in columns<\/li>\n<li>large blocks of text broken up by graphics<\/li>\n<li>inviting visual layout<\/li>\n<li>integrated color<\/li>\n<li>digital or paper media<\/li>\n<li>ample margins of varying widths<\/li>\n<li>active voice<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s01_s03\" class=\"section\">\n<h2 class=\"title editable block\">Typical Audience Expectations for Newsletters<\/h2>\n<ul id=\"mccrimmon-ch14_s01_s03_l01\" class=\"itemizedlist editable block\">\n<li>current information<\/li>\n<li>publication on an ongoing, timely basis<\/li>\n<li>information relevant to core topic<\/li>\n<li>short articles<\/li>\n<li>contributions by members<\/li>\n<li>ads for topic-related products<\/li>\n<li>consistent look across pages and issues<\/li>\n<li>most important information on front page<\/li>\n<li>easily readable and error-free text<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s01_s04\" class=\"section\">\n<h2 class=\"title editable block\">Typical Components of Newsletters<\/h2>\n<ul id=\"mccrimmon-ch14_s01_s04_l01\" class=\"itemizedlist editable block\">\n<li>title on front page, possibly in a banner<\/li>\n<li>group identification<\/li>\n<li>date<\/li>\n<li>volume and issue<\/li>\n<li>headings and subheadings<\/li>\n<li>news about members<\/li>\n<li>schedule of relevant events<\/li>\n<li>photos<\/li>\n<li>developer contact information (phone number, web address, e-mail address)<\/li>\n<li>repeated features from issue to issue<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch14_s02\" class=\"section\" lang=\"en\">\n<h1 class=\"title editable block\">Creating Flyers and Brochures<\/h1>\n<p id=\"mccrimmon-ch14_s02_p01\" class=\"para editable block\">Flyers and brochures are both used to attract attention and to promote or persuade based on their content. Despite their common purpose, flyers and brochures have many differences. A brochure tends to be a more formal piece that is used on a long-term basis. A flyer is more casual and tends to be used for a single event at a single point in time. Also, a flyer requires fonts large enough to be read at a distance when the flyer is posted. Since brochures usually have a longer shelf life, more care, expertise, and meticulous editing typically go into their creation. Brochures have more standard features than flyers, as shown in the following lists.<\/p>\n<p id=\"mccrimmon-ch14_s02_p02\" class=\"para editable block\">Like newsletters, brochures and flyers may be dying a slow but steady death, first by the move away from ink and paper and now by more compelling electronic means of getting out time-sensitive information. But interestingly, in all these cases, the first generation of electronic, replacement versions of the print genre still copy many of its features, and certainly, proper and effective use of rhetorical technique is still of paramount importance.<\/p>\n<p id=\"mccrimmon-ch14_s02_p03\" class=\"para editable block\">In some cases, especially when the identity of the targeted audience is not predetermined, the hard-copy form of a brochure or flyer is still preferable. Sometimes a brochure includes a full-size flyer on the inside panels resulting in a combination of brochure and flyer. Such flyers typically do not use the larger flyer fonts since they are not designed to post or to be read from a distance. Decide how your folds will fall before you start so you can create your layout as two full-size sheets of paper to use for front and back. When you choose paper for a brochure, make sure it folds nicely.<\/p>\n<p id=\"mccrimmon-ch14_s02_p04\" class=\"para editable block\">The following lists present some typical features of brochures and flyers:<\/p>\n<div id=\"mccrimmon-ch14_s02_s01\" class=\"section\">\n<h2 class=\"title editable block\">Typical Purposes for Brochures<\/h2>\n<ul id=\"mccrimmon-ch14_s02_s01_l01\" class=\"itemizedlist editable block\">\n<li>to promote sales<\/li>\n<li>to promote interest<\/li>\n<li>to inform<\/li>\n<li>to announce something<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s02_s02\" class=\"section\">\n<h2 class=\"title editable block\">Typical Formats for Brochures<\/h2>\n<ul id=\"mccrimmon-ch14_s02_s02_l01\" class=\"itemizedlist editable block\">\n<li>inviting visual layout (the content is most important, but first the reader\u2019s attention must be captured)<\/li>\n<li>bulleted lists instead of dense text<\/li>\n<li>color strategically placed to draw reader\u2019s eye<\/li>\n<li>ample white space, but no wasted space<\/li>\n<li>folded format (trifold is standard)<\/li>\n<li>small margins on each folded face<\/li>\n<li>two or three small chunks of text per fold<\/li>\n<li>two or three plain, simple sentences per chunk of text<\/li>\n<li>a maximum of three fonts<\/li>\n<li>standard font sizes\u2014headings: 14\u201316, text: 12, captions: 10<\/li>\n<li>publication on high-quality paper or distribution electronically as an attached file<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s02_s03\" class=\"section\">\n<h2 class=\"title editable block\">Typical Audience Expectations for Brochures<\/h2>\n<ul id=\"mccrimmon-ch14_s02_s03_l01\" class=\"itemizedlist editable block\">\n<li>one-time publication with possible updates at a later time<\/li>\n<li>information can be years old<\/li>\n<li>short text pieces on each face<\/li>\n<li>easily readable text<\/li>\n<li>consistent look across folds<\/li>\n<li>enough information for easy follow-up<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s02_s04\" class=\"section\">\n<h2 class=\"title editable block\">Typical Components of Brochures<\/h2>\n<ul id=\"mccrimmon-ch14_s02_s04_l01\" class=\"itemizedlist editable block\">\n<li>attention-drawing front panel including main point and call to action (the top third is the most critical if the brochure will be in a rack)<\/li>\n<li>most important information on inside front panel<\/li>\n<li>headings and subheadings (use these liberally but strategically; they will serve as guides to the deeper content, but they will also be the only part some readers will read)<\/li>\n<li>meaningful graphics with good printing resolution<\/li>\n<li>hours of operation (if applicable)<\/li>\n<li>phone number and web address for more information<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch14_s03\" class=\"section\" lang=\"en\">\n<h1 class=\"title editable block\">Developing Ads<\/h1>\n<p id=\"mccrimmon-ch14_s03_p01\" class=\"para editable block\">Advertising is an ever-changing form of persuasion that reaches us through every conceivable medium: print, radio, television, cinema, public space, and the Internet. Regardless of how they reach us, ads use rhetorical techniques to catch our attention. As consumers we are well aware of the power of effective advertising. You don\u2019t have to be a professional advertising copywriter to have the need or occasion to make ads. The guidelines shown in the following lists can apply to any medium:<\/p>\n<div id=\"mccrimmon-ch14_s03_s01\" class=\"section\">\n<h2 class=\"title editable block\">Typical Purposes for Ads<\/h2>\n<ul id=\"mccrimmon-ch14_s03_s01_l01\" class=\"itemizedlist editable block\">\n<li>to sell<\/li>\n<li>to persuade<\/li>\n<li>to inform<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s03_s02\" class=\"section\">\n<h2 class=\"title editable block\">Typical Formats for Ads<\/h2>\n<ul id=\"mccrimmon-ch14_s03_s02_l01\" class=\"itemizedlist editable block\">\n<li>inviting visual layout<\/li>\n<li>brief main headings<\/li>\n<li>subheadings if needed (often not used in ads)<\/li>\n<li>color used for interest without being overwhelming<\/li>\n<li>ample white space to avoid a cluttered look<\/li>\n<li>font sizes based on audience needs<\/li>\n<li>a maximum of two fonts<\/li>\n<li>digital, paper, or other media<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s03_s03\" class=\"section\">\n<h2 class=\"title editable block\">Typical Audience Expectations for Ads<\/h2>\n<ul class=\"itemizedlist block\">\n<li>ads that require little or no work to view<\/li>\n<li>ads that load quickly<\/li>\n<li>ads that can be read in no more than a couple of seconds<\/li>\n<li>font that can easily be read at typical distance<\/li>\n<li>message that is apparent at a glance<\/li>\n<li>message that tests personal logic or challenges conventional wisdom<\/li>\n<li>enough information for easy follow-up<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s03_s04\" class=\"section\">\n<h2 class=\"title editable block\">Typical Components of Ads<\/h2>\n<ul id=\"mccrimmon-ch14_s03_s04_l01\" class=\"itemizedlist editable block\">\n<li>main slogan or position presented in about seven words or fewer (often using only key words, not complete sentences)<\/li>\n<li>power words that draw emotions, such as <em class=\"emphasis\">free<\/em>, <em class=\"emphasis\">easy<\/em>, <em class=\"emphasis\">exciting<\/em>, and <em class=\"emphasis\">delicious<\/em><\/li>\n<li>terms not used in similar ads<\/li>\n<li>relevant images that can carry a message with only a few accompanying words<\/li>\n<li>images that will load quickly in digital ads<\/li>\n<li>explanation of value of featured product, service, or idea<\/li>\n<li>information about purchasing or learning more<\/li>\n<li>company or institution name<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch14_s04\" class=\"section\" lang=\"en\">\n<h1 class=\"title editable block\">Writing Personal Letters<\/h1>\n<p id=\"mccrimmon-ch14_s04_p01\" class=\"para editable block\">Personal letters might seem to be a quaint form in the twenty-first century, and there\u2019s no question they have an old-fashioned feel to them. But it\u2019s precisely their unusual, almost rare nature that can make them so powerful. The very act of taking the trouble to find a stamp, envelope, and postal address elevates the importance of your message as the sender. As the recipient, when you open your mailbox and find a personal letter from someone, you tend to honor the care that person has taken to communicate with you in this medium. Imagine being the only job applicant who writes a personal letter of thanks for an interview, or the only former student who writes a personal letter of thanks for a letter of recommendation. Yes, it\u2019s quaint and old-fashioned, but it can also be a very effective way of distinguishing yourself from the crowd. And sending a personal letter to a close friend in a time of need or celebration can still be just the right thing to do.<\/p>\n<p id=\"mccrimmon-ch14_s04_p02\" class=\"para editable block\">Personal letters are just that\u2014personal. Hence you can create them in any way you like. You should, however, keep in mind that once you write and send a personal letter, it becomes a permanent, tangible written record, even more so than an e-mail or a post on a friend\u2019s social networking site. So make sure you write information and use a written format with which you want to be permanently associated.<\/p>\n<p id=\"mccrimmon-ch14_s04_p03\" class=\"para editable block\">The following lists present some typical features of personal letters:<\/p>\n<div id=\"mccrimmon-ch14_s04_s01\" class=\"section\">\n<h2 class=\"title editable block\">Typical Purposes for Personal Letters<\/h2>\n<ul id=\"mccrimmon-ch14_s04_s01_l01\" class=\"itemizedlist editable block\">\n<li>to inform<\/li>\n<li>to keep in touch<\/li>\n<li>to share<\/li>\n<li>to persuade<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s04_s02\" class=\"section\">\n<h2 class=\"title editable block\">Typical Formats for Personal Letters<\/h2>\n<ul id=\"mccrimmon-ch14_s04_s02_l01\" class=\"itemizedlist editable block\">\n<li>casual, conversational wording<\/li>\n<li>correct spelling<\/li>\n<li>casual use of punctuation, capitalization, and grammar<\/li>\n<li>personal and interesting details<\/li>\n<li>handwritten or typed format<\/li>\n<li>traditional or electronic distribution<\/li>\n<li>indented paragraphs<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s04_s03\" class=\"section\">\n<h2 class=\"title editable block\">Typical Audience Expectations for Personal Letters<\/h2>\n<ul id=\"mccrimmon-ch14_s04_s03_l01\" class=\"itemizedlist editable block\">\n<li>typing or handwriting is easy to read<\/li>\n<li>messages is easy to understand<\/li>\n<li>references are familiar<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch14_s04_s04\" class=\"section\">\n<h2 class=\"title editable block\">Typical Components of Personal Letters<\/h2>\n<ul id=\"mccrimmon-ch14_s04_s04_l01\" class=\"itemizedlist editable block\">\n<li>date<\/li>\n<li>salutation<\/li>\n<li>introduction<\/li>\n<li>body<\/li>\n<li>conclusion<\/li>\n<li>closing<\/li>\n<li>signature<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch12_s01\" class=\"section\" lang=\"en\">\n<h1 class=\"title editable block\">Writing Business Letters<\/h1>\n<div id=\"mccrimmon-ch12_s01_n01\" class=\"learning_objectives editable block\">\n<p class=\"title\"><span style=\"font-weight: normal;text-align: initial;font-family: 'Crimson Text', Baskerville, Times, serif;font-size: 14pt\">You might think that people living in the age of technology do not need to learn business letter skills. After all, in today\u2019s professional world, e-mails have replaced business letters as the primary mode of communication. However, many formal situations are still best handled with business letters, whether they are sent on paper or as an attachment to an e-mail.<\/span><\/p>\n<p class=\"title\"><span style=\"text-align: initial;font-size: 14pt\">When writing a business letter, if you use business letterhead that includes the company address and other contact information, you do not need to incorporate that information within the letter. The most common format of business letters, the block format, uses one-inch margins with all content flush against the left margin, including the body paragraphs. Some less common forms do use indentation. Business letters include the following parts, as shown in this sample:<\/span><\/p>\n<\/div>\n<div class=\"informalfigure large large-height block\"><img decoding=\"async\" src=\"https:\/\/2012books.lardbucket.org\/books\/writers-handbook\/section_16\/ea18c5f8a6cb4325811eaf23a4f1519a.jpg\" alt=\"image\" \/><\/div>\n<p id=\"mccrimmon-ch12_s01_p03\" class=\"para editable block\">When writing a business letter, keep these tips in mind:<\/p>\n<ul id=\"mccrimmon-ch12_s01_l02\" class=\"itemizedlist editable block\">\n<li>Do not use slang.<\/li>\n<li>Be professional.<\/li>\n<li>Be concise and to the point.<\/li>\n<li>Mention a personal connection, if you have one, briefly at the beginning of the letter to create a personalized introduction.<\/li>\n<li>Use the abbreviation \u201cEnc.\u201d or the word \u201cEnclosed\u201d prior to a list of papers that are included with the business letter.<\/li>\n<li>Proofread for grammar, punctuation, and spelling.<\/li>\n<li>Make sure that a letter attached to an e-mail is in a document format that your recipient also uses.<\/li>\n<li>Use a person\u2019s name in the greeting whenever possible. If you have no way of acquiring a name, use \u201cDear Sir or Madam\u201d or similar generic, but professional, wording.<\/li>\n<\/ul>\n<h1 class=\"title editable block\">Composing Memos<\/h1>\n<p id=\"mccrimmon-ch12_s03_p01\" class=\"para editable block\">A memo is less formal than a business letter but more formal than an e-mail. Memos are usually sent within a company addressing a single issue or meeting and are typically short. A common feature of memos is the heading followed by a colon. Memos typically include the following set components:<\/p>\n<div class=\"informalfigure large block\"><img decoding=\"async\" src=\"https:\/\/2012books.lardbucket.org\/books\/writers-handbook\/section_16\/d642e8eb02a5988dfcf0ec881acf5780.jpg\" alt=\"image\" \/><\/div>\n<p id=\"mccrimmon-ch12_s03_p02\" class=\"para editable block\">Companies often have blank memo forms in digital and hard-copy formats.<\/p>\n<div id=\"mccrimmon-ch12_s03_f01\" class=\"figure large editable block\">\n<h2 class=\"title\">Example of a Blank Memo Form<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/2012books.lardbucket.org\/books\/writers-handbook\/section_16\/d8f648ae1e2b9db60ef2266dd88b06cb.jpg\" alt=\"image\" \/><\/p>\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch12_s02\" class=\"section\" lang=\"en\">\n<h1 class=\"title editable block\">Writing a R\u00e9sum\u00e9<\/h1>\n<p id=\"mccrimmon-ch12_s02_p01\" class=\"para editable block\">As part of the process of applying for any job in any profession beyond the entry level, you are likely to have to produce two main written documents: a r\u00e9sum\u00e9 and a cover letter or letter of application. Writing these documents well is often a key determiner in whether you get the job. To illustrate, we\u2019ll follow a student, Joey Williams, through these two key professional writing challenges. Joey is a recent graduate of a master\u2019s degree program in public relations who is seeking a position at a graphic design firm.<\/p>\n<p><iframe id=\"oembed-1\" title=\"How To Write A WINNING Resume - Resume Examples INCLUDED\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/3iwCzT2P7vw?feature=oembed&#38;rel=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<div id=\"mccrimmon-ch12_s02_s01\" class=\"section\">\n<h2 class=\"title editable block\">Creating Solid R\u00e9sum\u00e9s<\/h2>\n<p id=\"mccrimmon-ch12_s02_s01_p01\" class=\"para editable block\">Common r\u00e9sum\u00e9 formats vary with types of jobs and with the times, but regardless of the type of position you are seeking, your r\u00e9sum\u00e9 should include some key features and some key information.<\/p>\n<div id=\"mccrimmon-ch12_s02_s01_s01\" class=\"section\">\n<h2 class=\"title editable block\">Key R\u00e9sum\u00e9 Features<\/h2>\n<p id=\"mccrimmon-ch12_s02_s01_s01_p01\" class=\"para editable block\">Effective r\u00e9sum\u00e9s have the following features:<\/p>\n<ul id=\"mccrimmon-ch12_s02_s01_s01_l01\" class=\"itemizedlist editable block\">\n<li>They are meticulously edited (absolutely no errors).<\/li>\n<li>The subheadings stand out and are short enough to be read at a glance (one or two words).<\/li>\n<li>Ample white space is used.<\/li>\n<li>Lists are parallel.<\/li>\n<li>Bolding is used sparingly.<\/li>\n<li>One easy-to-read font is uniformly used throughout.<\/li>\n<li>The font is size 12.<\/li>\n<li>The r\u00e9sum\u00e9 is available both in digital and hard-copy form.<\/li>\n<li>Formatting on a digital r\u00e9sum\u00e9 holds when it is opened in others\u2019 computers. This formatting should be straight type without tabbing, tables, italics, bolding, columns, or indenting. If it\u2019s included as an attachment, it should be in a Microsoft Word file. A second option is to visually create the r\u00e9sum\u00e9 as desired and then capture it in a PDF file.<\/li>\n<li>The r\u00e9sum\u00e9 is confined to one page unless you are in a profession that requires additional pages or unless you are at a more advanced professional level that requires a more extensive r\u00e9sum\u00e9.<\/li>\n<li>The most recent information is presented first within each category.<\/li>\n<li>Standard r\u00e9sum\u00e9 paper is used unless the specific profession calls for something different.<\/li>\n<li>Accomplishments are presented in non-wordy formats.<\/li>\n<li>Action verbs are used to describe accomplishments.<\/li>\n<li>Contact information is clearly visible at the top of the r\u00e9sum\u00e9.<\/li>\n<li>Key words that searchers in your professional field are likely to use are included in r\u00e9sum\u00e9s that are posted online. (After your contact information, include a \u201ckey words\u201d section or weave the keywords into your accomplishments.)<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch12_s02_s01_s02\" class=\"section\">\n<h2 class=\"title editable block\">Key R\u00e9sum\u00e9 Information<\/h2>\n<p id=\"mccrimmon-ch12_s02_s01_s02_p01\" class=\"para editable block\">Every r\u00e9sum\u00e9 should include the following information:<\/p>\n<ul id=\"mccrimmon-ch12_s02_s01_s02_l01\" class=\"itemizedlist editable block\">\n<li>professional name<\/li>\n<li>address<\/li>\n<li>phone number<\/li>\n<li>e-mail address<\/li>\n<li>work experience (i.e., places of employment)<\/li>\n<li>accomplishments at each place of employment<\/li>\n<li>education<\/li>\n<\/ul>\n<p id=\"mccrimmon-ch12_s02_s01_s02_p02\" class=\"para editable block\">These r\u00e9sum\u00e9 components are optional:<\/p>\n<ul id=\"mccrimmon-ch12_s02_s01_s02_l02\" class=\"itemizedlist editable block\">\n<li>personal interests<\/li>\n<li>references<\/li>\n<li>dates of education and work experience<\/li>\n<li>address for personal website<\/li>\n<li>employment objective (a good strategy if you want to tailor your r\u00e9sum\u00e9 for a certain job description)<\/li>\n<li>fax number<\/li>\n<li>awards and honors<\/li>\n<\/ul>\n<p id=\"mccrimmon-ch12_s02_s01_s02_p03\" class=\"para editable block\">To ensure that your r\u00e9sum\u00e9 is both current and appropriate for the position, you should search online for similar sample r\u00e9sum\u00e9s. You should also run your r\u00e9sum\u00e9 past the career placement services at your college and any people you know who are working in your field of interest. Here\u2019s Joey\u2019s generic r\u00e9sum\u00e9:<\/p>\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch12_s02_s02\" class=\"section\">\n<h2 class=\"title editable block\">Writing Targeted Cover Letters<\/h2>\n<p id=\"mccrimmon-ch12_s02_s02_p01\" class=\"para editable block\">Along with sending a r\u00e9sum\u00e9 when applying for a job, you will almost always want to send a cover letter. This suggestion holds true in both hard-copy and digital situations. A hard-copy cover letter should be formatted as a standard, typed business letter. A digital cover letter should be either typed directly into a given window or copied and pasted into the window. If you copy and paste, check to make sure that the formatting holds.<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p02\" class=\"para editable block\">When the job market is tight, just getting an interview is a major hurdle. Facing dozens and sometimes even hundreds of applicants, employers are looking for reasons to cut down their pool of potential interviewees. Don\u2019t give them a reason <strong class=\"emphasis bold\">not<\/strong> to interview you by writing a vaguely worded, overly general letter of application or r\u00e9sum\u00e9, especially when you can easily revise and tailor your approach to each position for which you are applying.<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p03\" class=\"para editable block\">To <em class=\"emphasis\">target<\/em> a cover letter means to write it specifically for an identified job. You can gather information to target your cover letter by looking carefully at the job description and by studying the company\u2019s website. Let\u2019s look at an example of an online job description that has caught Joey\u2019s attention:<\/p>\n<div id=\"mccrimmon-ch12_s02_s02_n01\" class=\"callout block\">\n<div class=\"textbox textbox--examples\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Example<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<div class=\"callout block\">\n<h3 class=\"title\">Video Game PR\u2014Assistant Account Executive<\/h3>\n<p class=\"simpara\">About the Job<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p04\" class=\"para\"><strong class=\"emphasis bold\">GolinHarris<\/strong> is a leading international public relations firm and winner of <em class=\"emphasis\">PRWeek<\/em>\u2019s Large PR Agency of the Year 2010, 2010 Best Places to Work by the <em class=\"emphasis\">Los Angeles Business Journal<\/em>, and numerous industry awards.<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p05\" class=\"para\">Our western region headquarters, based in <strong class=\"emphasis bold\">Los Angeles<\/strong>, is currently seeking an ambitious and motivated PR professional to join our team as an <strong class=\"emphasis bold\">Assistant Account Executive<\/strong>. The successful candidate will play an integral role and receive valuable hands-on experience by working on our <strong class=\"emphasis bold\">Nintendo<\/strong> account. We are launching exciting programs in the next few weeks and this opportunity will not last long. Avid gamers are encouraged to apply now.<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p06\" class=\"para\">The candidate we seek will perform fundamental PR tasks such as aiding in production of media-related materials, pitching program highlights to the media, monitoring for quality and quantity of media coverage and managing client publications and resources materials.<\/p>\n<p class=\"simpara\">What Do You Need to Be Considered?<\/p>\n<ul id=\"mccrimmon-ch12_s02_s02_l01\" class=\"itemizedlist\">\n<li>2 years of work experience in PR required, agency and video game background is preferred<\/li>\n<li>Applicants with only internship experience will not be considered<\/li>\n<li>A passion for communications and consumer issues<\/li>\n<li>Stellar AP-style writing abilities<\/li>\n<li>A Bachelor\u2019s degree<\/li>\n<li>Social media experience<\/li>\n<li>Local applicants preferred<\/li>\n<\/ul>\n<p class=\"simpara\">About Us<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p07\" class=\"para\">As a member of the Interpublic Group (IPG), GolinHarris partners with a network of the communication industry\u2019s best strategists across a variety of disciplines, including sports marketing, consumer research, branding, special events and advertising. We collaborate with these partners to continually advance our clients\u2019 businesses.<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p08\" class=\"para\">At GolinHarris we recognize that there is much more to life than just work. Our benefits program has been designed to help GolinHarris employees and their families stay healthy, balance personal and career priorities, and build a solid and secure future. We offer a great workplace, culture, competitive salary, health care benefits (medical, dental and vision insurance), 401k and more.<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_p09\" class=\"para\">GolinHarris is an Equal Opportunity Employer. EEO\/AA.M\/F\/D\/V.<\/p>\n<div class=\"copyright\">\n<p class=\"para\">Source: GolinHarris<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p id=\"mccrimmon-ch12_s02_s02_p10\" class=\"para editable block\">As Joey prepares his cover letter, he\u2019ll need to include, in three or four paragraphs, information about himself and his fitness for the position that complement what his r\u00e9sum\u00e9 already reveals. Typical contents of the paragraphs of his cover letter might include the following:<\/p>\n<div id=\"mccrimmon-ch12_s02_s02_s01\" class=\"section\">\n<div class=\"textbox textbox--examples\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Cover Letter Outline<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<div class=\"section\">\n<h2 class=\"title editable block\">First Paragraph<\/h2>\n<ul id=\"mccrimmon-ch12_s02_s02_s01_l01\" class=\"itemizedlist editable block\">\n<li>The job for which he is applying<\/li>\n<li>How he learned of the job<\/li>\n<li>A statement clearly and succinctly indicating why he is well suited for the job<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch12_s02_s02_s02\" class=\"section\">\n<h2 class=\"title editable block\">Second Paragraph<\/h2>\n<ul id=\"mccrimmon-ch12_s02_s02_s02_l01\" class=\"itemizedlist editable block\">\n<li>Some current, relevant experiences that show he has a good background for the job. This should be where he places the most significant points he has to offer.<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch12_s02_s02_s03\" class=\"section\">\n<h2 class=\"title editable block\">Third Paragraph<\/h2>\n<ul id=\"mccrimmon-ch12_s02_s02_s03_l01\" class=\"itemizedlist editable block\">\n<li>Other relevant job experiences or education. This is where he puts what might be considered his \u201csecond level\u201d of important points.<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch12_s02_s02_s04\" class=\"section\">\n<h2 class=\"title editable block\">Fourth Paragraph<\/h2>\n<ul id=\"mccrimmon-ch12_s02_s02_s04_l01\" class=\"itemizedlist editable block\">\n<li>A statement about wanting to have an opportunity to discuss the job<\/li>\n<li>An offer to send references as needed<\/li>\n<li>Request to be contacted and a reiteration of his main contact information (most likely a phone number or an e-mail address or both)<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"section\">\n<p id=\"mccrimmon-ch12_s02_s02_s04_p01\" class=\"para editable block\">Keep in mind that your cover letter is the first chance to present yourself and often the only chance. Besides being sure to include the most pertinent and valuable information you have to offer, be very careful that your letter is grammatically correct with no punctuation or spelling errors. Proofread it carefully yourself, and then, even if you think the letter is perfect, ask a trusted acquaintance to proofread it. Errors in this kind of high-stakes writing situation can be fatal to your chances of achieving your desired goal: getting your foot in the door professionally.<\/p>\n<p id=\"mccrimmon-ch12_s02_s02_s04_p02\" class=\"para editable block\">As he is planning his cover letter, Joey decides to apply what he has learned in his academic writing career to this all-important professional challenge. Thus, before writing, he fills out the statement of purpose he used six years before when he was a first-year college student:<\/p>\n<div class=\"informaltable block\">\n<table class=\"grid landscape\" cellpadding=\"0\" style=\"border-spacing: 0px;\">\n<tbody>\n<tr>\n<td><strong class=\"emphasis bold\">Voice<\/strong><\/td>\n<td><strong class=\"emphasis bold\">I am writing as<\/strong> a young, eager, well-educated, and flexible individual who wants to be a part of the GolinHarris team.<\/td>\n<\/tr>\n<tr>\n<td><strong class=\"emphasis bold\">Message<\/strong><\/td>\n<td><strong class=\"emphasis bold\">I want to convey the message that<\/strong> I will bring extensive gaming, graphic design, and public relations experience and credentials to the position.<\/td>\n<\/tr>\n<tr>\n<td><strong class=\"emphasis bold\">Audience<\/strong><\/td>\n<td><strong class=\"emphasis bold\">I want to write to<\/strong> the human resources department or hiring manager at GolinHarris.<\/td>\n<\/tr>\n<tr>\n<td><strong class=\"emphasis bold\">Attitude<\/strong><\/td>\n<td><strong class=\"emphasis bold\">My attitude toward the subject is<\/strong> positive and confident, but also somewhat deferential, humble, and respectful of authority.<\/td>\n<\/tr>\n<tr>\n<td><strong class=\"emphasis bold\">Reception<\/strong><\/td>\n<td><strong class=\"emphasis bold\">I want my audience to<\/strong> give me an interview because they realize they\u2019ve got a hot local prospect who\u2019s perfect for the job.<\/td>\n<\/tr>\n<tr>\n<td><strong class=\"emphasis bold\">Tone<\/strong><\/td>\n<td><strong class=\"emphasis bold\">My tone toward my readers is<\/strong> professional, but creative, enthusiastic, and cutting-edge.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p id=\"mccrimmon-ch12_s02_s02_s04_p03\" class=\"para editable block\">Armed with his statement of purpose, Joey writes the following cover letter:<\/p>\n<div class=\"informalfigure full block\"><img decoding=\"async\" src=\"https:\/\/2012books.lardbucket.org\/books\/writers-handbook\/section_16\/82ea6823caa9d1381410e1b57b332062.jpg\" alt=\"image\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"mccrimmon-ch12_s04\" class=\"section\" lang=\"en\">\n<h1 class=\"title editable block\">E-mail and Online Networking<\/h1>\n<p id=\"mccrimmon-ch12_s04_p01\" class=\"para editable block\">Online networking refers to a variety of methods of talking to others over the Internet, including e-mailing. Since e-mailing is so common and has been around longer than the other methods, it will be dealt with as a separate entity here.<\/p>\n<div id=\"mccrimmon-ch12_s04_s01\" class=\"section\">\n<h2 class=\"title editable block\">Using E-mail in the Workplace<\/h2>\n<p id=\"mccrimmon-ch12_s04_s01_p01\" class=\"para editable block\">E-mailing started small in the 1960s and became more widespread by the 1990s. Today the idea of going a day without e-mails is incomprehensible to many people, both professionally and personally. Even though most working people in the United States have both personal and work e-mail, workplace e-mail guidelines make the two quite different. Failing to follow these guidelines for workplace e-mails can have a range of ramifications from mild embarrassment to termination from your job. The following guidelines are general and most of them will apply in most workplaces. You are likely to find, however, that your workplace has its own guidelines that you will need to learn and follow.<\/p>\n<p><iframe id=\"oembed-2\" title=\"Email Etiquette Tips - How to Write Better Emails at Work\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/oI3rVQFye9w?feature=oembed&#38;rel=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p id=\"mccrimmon-ch12_s04_s01_p02\" class=\"para editable block\">Here are some general workplace e-mail guidelines:<\/p>\n<ul id=\"mccrimmon-ch12_s04_s01_l01\" class=\"itemizedlist editable block\">\n<li>Make sure your writing has no grammatical, spelling, or punctuation errors and no typos. Any e-mail, whether it is sent internally or externally, reflects not only on the person sending it but also on the organization employing that person.<\/li>\n<li>Use standard wording, spelling, punctuation, and capitalization. Do not use any of the abbreviated, casual text that is common in personal online communications.<\/li>\n<li>Use a subject line that targets the key point of the e-mail so that the subject line can be a helpful sorting or searching tool.<\/li>\n<li>Be concise.<\/li>\n<li>Be courteous.<\/li>\n<li>Use jokes sparingly since they are often misunderstood.<\/li>\n<li>Use short paragraphs. Large blocks of digital text are difficult to read.<\/li>\n<li>Type in upper- and lowercase letters. Writing in all capital letters is perceived as shouting and writing in all lowercase letters is difficult to read.<\/li>\n<li>Keep in mind that electronic text is very easy to share with few or many. Don\u2019t put anything in an e-mail that would be problematic if shared beyond your intended recipient.<\/li>\n<li>Most e-mail systems allow you to design and include a signature at the end of your e-mails, with the company name, your title, your e-mail address, and your phone number. Unless you are writing to a colleague with whom you have daily contact, plan to include your signature.<\/li>\n<li>When e-mailing a business acquaintance you do not know well, use a standard business letter greeting (\u201cDear Jack\u201d or \u201cDear Mr. Wichel\u201d) and closing (\u201cSincerely\u201d). When you do know the person well, you can relax the greeting and closing a little if doing so would mesh with the culture of your company.<\/li>\n<li>Keep in mind that different computers and e-mail programs receive e-mail text differently. Do not rely on text features, such as bolding, italicizing, color, and underlining, to carry meaning.<\/li>\n<li>Clean up forwarded e-mails so that old e-mail components are not included unnecessarily or unintentionally.<\/li>\n<li>Take great care with your tone. A good way to check that your tone comes off accurately is to reread your e-mail aloud once you are finished writing it. If you sense that you are sending or replying to an e-mail out of anger or frustration, enforce an overnight cooling-off period before clicking the send button.<\/li>\n<li>If you make changes in your e-mail, reread the whole e-mail when you are finished to make sure you made any needed adjustments to accommodate the changes.<\/li>\n<li>Avoid using your work e-mail for personal messages, and especially avoid sending any messages or attachments that could be considered vulgar, offensive, or inappropriate. Keep in mind that all work e-mail might be monitored.<\/li>\n<li>Try not to send unusually large attachments that might clog the in-boxes of colleagues and coworkers, and keep your mailbox clean, so you don\u2019t overtax the server space of your organization.<\/li>\n<\/ul>\n<\/div>\n<div id=\"mccrimmon-ch12_s04_s02\" class=\"section\">\n<h2 class=\"title editable block\">Using Other Online Networking<\/h2>\n<p id=\"mccrimmon-ch12_s04_s02_p01\" class=\"para editable block\">The e-mail guidelines also apply to other online networking situations. Whether you use other online networking tools will depend on your company. Having a general awareness of some of the other options is helpful when you join a company.<\/p>\n<div id=\"mccrimmon-ch12_s04_s02_t01\" class=\"table block\">\n<p class=\"title\">Some Other Online Networking Options<\/p>\n<table class=\"grid landscape\" style=\"height: 426px; border-spacing: 0px;\" cellpadding=\"0\">\n<thead>\n<tr style=\"height: 29px\">\n<th style=\"height: 29px;width: 82.0625px\">Networking Tool<\/th>\n<th style=\"height: 29px;width: 376.062px\">Description<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr style=\"height: 59px\">\n<td style=\"height: 59px;width: 82.0625px\">Blogs<\/td>\n<td style=\"height: 59px;width: 377.062px\">Short for weblog, a blog is a personal online journal. Since blog content can show up in Internet searches, many businesses now maintain blogs as a means of sharing information with customers.<\/td>\n<\/tr>\n<tr style=\"height: 44px\">\n<td style=\"height: 44px;width: 82.0625px\"><span class=\"margin_term\">Niche networking sites<\/span><\/td>\n<td style=\"height: 44px;width: 377.062px\">Specialty networking sites, such as for quilters, surfers, or vegans, serve as a hub for sharing ideas.<\/td>\n<\/tr>\n<tr style=\"height: 44px\">\n<td style=\"height: 44px;width: 82.0625px\">Podcasts<\/td>\n<td style=\"height: 44px;width: 377.062px\">You can record and post audio files for others to download by subscription through a Real Simple Syndication (RSS) feed.<\/td>\n<\/tr>\n<tr style=\"height: 59px\">\n<td style=\"height: 59px;width: 82.0625px\">Professional networking sites<\/td>\n<td style=\"height: 59px;width: 377.062px\">Pay sites or sites with ad content can be used by job seekers to post their skills, by employers to find employees with needed skills, or by employees to network with others in the same field.<\/td>\n<\/tr>\n<tr style=\"height: 44px\">\n<td style=\"height: 44px;width: 82.0625px\">Social networking sites<\/td>\n<td style=\"height: 44px;width: 377.062px\">Initially used only for personal interchanges, these are now also used by many businesses as a means of reaching out to customers.<\/td>\n<\/tr>\n<tr style=\"height: 29px\">\n<td style=\"height: 29px;width: 82.0625px\">Video sites<\/td>\n<td style=\"height: 29px;width: 377.062px\">You can create video files and upload them onto the Internet for others to view.<\/td>\n<\/tr>\n<tr style=\"height: 59px\">\n<td style=\"height: 59px;width: 82.0625px\">Wikis<\/td>\n<td style=\"height: 59px;width: 377.062px\">You can use these websites to collaborate on projects with invited group members. On such sites, group members at many different physical locations can work together by adding their input on a single document.<\/td>\n<\/tr>\n<tr style=\"height: 59px\">\n<td style=\"height: 59px;width: 82.0625px\"><span class=\"margin_term\">White space social networking sites<\/span><\/td>\n<td style=\"height: 59px;width: 377.062px\">These company networking sites are meant for internal communication and are not open to the public.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<\/div>\n<div id=\"mccrimmon-ch12_s04_s02_n02\" class=\"exercises editable block\">\n<hr \/>\n<h2>Attributions<\/h2>\n<ul>\n<li><em>C<\/em><em>ontent adapted from &#8220;<a href=\"https:\/\/2012books.lardbucket.org\/books\/writers-handbook\/s18-public-and-personal-writing.html\">Chapter 14: Public and Personal Writing<\/a>&#8221; and licensed under <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/3.0\/\">CC BY NC SA<\/a>.<\/em><\/li>\n<li><em>Content adapted from &#8220;<a href=\"https:\/\/2012books.lardbucket.org\/books\/writers-handbook\/s16-professional-writing.html\">Chapter 12: Professional Writing<\/a>&#8221; and licensed under <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/3.0\/\">CC BY NC SA<\/a>.<\/em><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"author":1,"menu_order":4,"template":"","meta":{"pb_show_title":"on","pb_short_title":"Writing Beyond Academia","pb_subtitle":"","pb_authors":["dr-karen-palmer"],"pb_section_license":""},"back-matter-type":[],"contributor":[62],"license":[],"class_list":["post-119","back-matter","type-back-matter","status-publish","hentry","contributor-dr-karen-palmer"],"_links":{"self":[{"href":"https:\/\/karenmariepalmer.com\/theroughwritersguide\/wp-json\/pressbooks\/v2\/back-matter\/119","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/karenmariepalmer.com\/theroughwritersguide\/wp-json\/pressbooks\/v2\/back-matter"}],"about":[{"href":"https:\/\/karenmariepalmer.com\/theroughwritersguide\/wp-json\/wp\/v2\/types\/back-matter"}],"author":[{"embeddable":true,"href":"https:\/\/karenmariepalmer.com\/theroughwritersguide\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":1,"href":"https:\/\/karenmariepalmer.com\/theroughwritersguide\/wp-json\/pressbooks\/v2\/back-matter\/119\/revisions"}],"predecessor-version":[{"id":122,"href":"https:\/\/karenmariepalmer.com\/theroughwritersguide\/wp-json\/pressbooks\/v2\/back-matter\/119\/revisions\/122"}],"metadata":[{"href":"https:\/\/karenmariepalmer.com\/theroughwritersguide\/wp-json\/pressbooks\/v2\/back-matter\/119\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/karenmariepalmer.com\/theroughwritersguide\/wp-json\/wp\/v2\/media?parent=119"}],"wp:term":[{"taxonomy":"back-matter-type","embeddable":true,"href":"https:\/\/karenmariepalmer.com\/theroughwritersguide\/wp-json\/pressbooks\/v2\/back-matter-type?post=119"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/karenmariepalmer.com\/theroughwritersguide\/wp-json\/wp\/v2\/contributor?post=119"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/karenmariepalmer.com\/theroughwritersguide\/wp-json\/wp\/v2\/license?post=119"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}