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Technical
Communication
Today
Seventh Edition
Richard Johnson-Sheehan
Purdue University
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ISBN-10: 0-13-759132-2
ISBN-13: 978-0-13-759132-9
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To Tracey, Emily, and Collin
Contents
Preface xiii Differences in Style 37
Differences in Design 38
Part 1 Listen and Learn: The Key to Global and
Elements of Technical Communication Transcultural Communication 40
What You Need to Know 41
1 Technical Communication in the Exercises and Projects 41
Entrepreneurial Workplace 1 Individual or Team Projects • Collaborative Project
Case Study: Installing a Medical Waste
Technical Communication: The Workplace’s Central
Incinerator 43
Nervous System 2
Innovation, Genres, and the Technical Writing
Process 4 3 Working in Teams 47
Stage 1: Researching and Planning 5
The Stages of Teaming 48
Stage 2: Organizing and Drafting 8
Forming: Strategic Planning 49
Stage 3: Improving the Style 9
Step 1: Define the Project Mission
Stage 4: Designing 10 and Objectives 49
Stage 5: Revising and Editing 10 Step 2: Identify Project Outcomes 50
How Are Technical Communication and Step 3: Define Team Member Responsibilities 50
Entrepreneurship Related? 11 Step 4: Create a Project Calendar 51
Key Characteristics of Technical Communication 12 Step 5: Write Out a Work Plan 53
Traits of Successful Entrepreneurs 13 Step 6: Agree on How Conflicts
How Important Is Technical Communication? 16 Will Be Resolved 56
What You Need to Know 19 Storming: Managing Conflict 57
Exercises and Projects 19 Running Effective Meetings 57
Individual or Team Projects • Collaborative Mediating Conflicts 59
Project: Writing a Course Mission Statement Removing a Team Member 60
Norming: Determining Team Roles 61
2 Profiling Your Readers 21 Revising Objectives and Outcomes 61
What Motivates People? 23 Redefining Team Roles and Redistributing
Workload 61
Creating a Reader Profile 23
Going Mobile and Virtual 62
Step 1: Identify Your Readers 24
Step 2: Identify Your Readers’ Needs, Performing: Improving Quality 64
Values, and Attitudes 25 The Keys to Teaming 66
Step 3: Identify the Contexts in Which What You Need to Know 66
Readers Will Experience Your Document 27 Exercises and Projects 67
Using Reader Profiles to Your Advantage 29 Individual or Team Projects • Collaborative
Global and Transcultural Communication 33 Project
Differences in Content 34 Entrepreneurship Case Study:
Differences in Organization 36 Burning Daylight 68
v
vi Contents
Formatting Letters
Formatting Envelopes
162
164
8 Instructions and
Documentation 207
Formatting Memos 165
Using E-Mail for Transcultural Types of Technical Documentation 208
Communication 167 Quick Start: Instructions
Microgenre: Workplace Texting, and Documentation 209
Messaging, and Microblogging 169 Step 1: Make a Plan and Do Research 210
What You Need to Know 170 Planning 210
Exercises and Projects 171 Researching 219
Individual or Team Projects • Collaborative Step 2: Organize and Draft Your
Project • Revision Challenge Documentation 221
Case Study: The Nastygram 175 Specific and Precise Title 221
Introduction 221
Step 2: Describe Your Start-up and Its Prototype: Being Creative According to
Market Niche 358 a Plan 401
Drafting the Business Description Section 359 Coming Up with a Strategic Plan 402
Drafting the Design and Development Step 1: Establish Your Objectives 403
Section 361 Step 2: Create a List of Tasks (or Task List) 404
Drafting the Market Analysis Section 372 Step 3: Set a Timeline 404
Drafting the Competitive Analysis Section 374 Strategic Planning with Online Calendars 406
Step 3: Describe How Your Start-up Test: Putting Good Ideas in Front of Users 407
Will Operate 375
What You Need to Know 409
Drafting the Operations and Management
Exercises and Projects 410
Section 376
Individual or Team Projects • Collaborative
Drafting the Marketing Strategy Section 378
Project
Drafting the Financial Factors Section 379
Entrepreneurship Case Study:
Step 4: Draft the Executive Summary 379
Getting Back that Edge 411
Highlighting the Strengths of Your Start-up 379
Reviewing Your Business Model 14 How to Be Persuasive 413
Through Your Executive Summary 381
Step 5: Choose the Style, Design, Persuading with Reasoning 415
and Medium 382 Reasoning with Logic 415
Creating an Upbeat Tone with Plain and Reasoning with Examples and Evidence 420
Persuasive Style 382 Persuading with Values 421
Presenting a Straightforward and Appealing to Common Goals and Ideals 422
Functional Design 383 Framing Issues from the Readers’
Designing Your Business Model for Perspective 425
Multiple Mediums 383 Getting Someone to Say Yes 426
Microgenre: The Business Model Canvas 384 Persuasion in High-Context Cultures 429
What You Need to Know 385 What You Need to Know 431
Exercises and Projects 386 Exercises and Projects 432
Individual or Team Projects • Collaborative Individual or Team Projects • Collaborative
Project: Using Design Thinking to Develop a Project
New Product or Service • Revision Challenge
Entrepreneurship Case Study:
Entrepreneurship Case Study: Going for a Campus Ryde 433
Ripped Off (or Not) 388
Part 4
13 Thinking Like an Drafting, Designing, and Revising
Entrepreneur 390
15 Researching in Technical
Using Design Thinking to Be Creative 391
Workplaces 435
Empathize and Define: Looking for
Opportunities 393 Beginning Your Research 437
Identifying the Opportunity 395 Step 1: Define Your Research Subject 438
Ideate: Being Innovative and Generating Mapping Out Your Ideas 438
New Ideas 396 Narrowing Your Research Subject 439
Training Your Mind to Be More Creative 396 Step 2: Formulate a Research Question or
Inventing New Ideas 397 Hypothesis 440
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