Expert answer:short writing , resume revision and prospecting co


Solved by verified expert:Learning Outcomes To recognize what constitutes a strong resumé.To apply PAIBOC to select and utilize the best resumé format and content.To be able draft a strong non-solicited cover letter.InstructionsResumé for a reporterWith a sigh, you send out the email invitations to Derek’s farewell dinner. An intern on a placement from the career retraining program at Humber College, he’ll be gone by the end of the week. You don’t have the budget to hire him – you would if you could – so the least you can do is send him off well and do what you can to help him find a real reporting job.Derek fell into being a reporter. He trained as a real estate representative, but discovered he liked talking to people and preparing listing sheets and newsletters much better than he liked standing around some kitchen while prospective buyers trooped through an open house. He wasn’t terribly successful at selling houses, either, which likely spurred his career change.Reporting seems like a good field for him. He has a knack for drawing information from the people he interviews, and his interest in photography is a plus. He’s eager to learn, and volunteers to do extra work like setup and teardown at community events sponsored by your paper.But then there’s the résumé he sent you with a request for help. He seems to know it won’t make him stand out from hundreds of new journalism graduates and seasoned reporters looking for a change. But he can’t figure out how to fix it. It’s not so much the way it looks, although that could certainly use some help, too. The immediate problem is that it doesn’t make Derek sound like someone another managing editor would want to meet.Review Derek’s résumé (below) and revise it to make it stronger in form and content.Write a prospecting cover letter (no more than one page in length, in a reasonable font). Address it to: Mary Smith, Managing Editor, Small Town Herald Tips And Hints Apply PAIBOC analysisPay attention to format and organization as well as contentReview key principles and samples in the text book Clearly understand the reasons for your changes and choicesProofread everything carefully for the 5CsUse the Writing Centre for final proofing and edits if English skills are not strong ResourcesModule 9 ( Persuasive Messages) Module 24 (Creating Persuasive Resumés) Modules 25 (Creating Persuasive Application/Cover Letters)


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Prepared by
Karen Pike, Conestoga College; rev. N. Cotrupi
Composing Persuasive Messages
• Summary Module 7, 8 – Positive and Negative
Messages – Negative messaging Class Activity . 167
• Homework Modules 7 and 8
Module 7: p. 148 – 149 Parallel Structure
questions 1-10.
• Lesson Module 9, Class Activity
• Review Quiz #4
• Group Presentations
• Note: Individual Writing Assignment Due Today
• Homework for next week: Read the section on run-on
sentences at p.192, and answer the odd numbered
questions at p.193.
©2012 McGraw-Hill Ryerson Ltd.
Knowledge of
LO1 Persuasive appeals
LO2 Persuasive patterns of organization
Skills to
LO3 Choose and use persuasive strategies
LO4 Organize persuasive messages
LO5 Identify and overcome objections
LO6 Write common kinds of persuasive messages
LO7 Write effective subject lines for persuasive messages
LO8 Further analyze business communication situations
©2016 McGraw-Hill Education Ltd.
This module covers:
• What do people find persuasive?
• What are the purposes of persuasive
• What kinds of persuasive messages am I likely
to write?
• How do I organize persuasive messages?
©2016 McGraw-Hill Education Ltd.
• How do I identify and overcome objections?
• What’s the best subject line for a persuasive
• How can PAIBOC help me write persuasive
©2016 McGraw-Hill Education Ltd.
All successful communication contains a
persuasive element. Being able to engage and
motivate your audience depends on your
understanding of persuasion.
©2016 McGraw-Hill Education Ltd.
People are persuaded by their perceptions of
1. the trustworthiness of the messenger, and
2. the emotional and logical resonance of the
credibility + emotion + logic = persuasion
©2016 McGraw-Hill Education Ltd.
Prim ary
• Have the reader act and
to overcome any
objections that might
prevent or delay action
• Establish a good impression
• Provide enough
information so that the
reader knows what to do
• Build a good relationship
between reader/writer
• Build a good image of your
• Reduce or eliminate future
correspondence on the
same subject
©2016 McGraw-Hill Education Ltd.
You will likely write:
• Direct and indirect requests
• Reports
• Sales pitches
• Corporate communication
• Promotional messages (via social
media, tweets, blogs)
• Job application letters and resumes
©2016 McGraw-Hill Education Ltd.
Use PAIBOC analysis to analyze your audience’s
If you do not expect an objection, give the
message directly.
If you expect resistance, start with an objective
description of the situation.
©2016 McGraw-Hill Education Ltd.
Use the direct request strategy when:
• The audience will do as you ask without
• You need a response only from people willing to
• The audience is busy and may not read all
• Your organization’s culture prefers this
©2016 McGraw-Hill Education Ltd.
Request Ask immediately for what you want.
Give readers all the information/details
they will need to act.
Ask for the action you want.
©2016 McGraw-Hill Education Ltd.
Use indirect (inductive) organization when:
• The audience is likely to resist
• You need action from everyone
• You trust the audience to read the entire
©2016 McGraw-Hill Education Ltd.
Shared Problem
Reader benefits
Request for Action
©2016 McGraw-Hill Education Ltd.
To identify any objections, know your audience,
and talk to you audience.
Apply these strategies to gain a better
• Use open and neutral questions.
• Ask follow-up questions to clarify any uncertainty.
• Practice active listening.
©2016 McGraw-Hill Education Ltd.
1. Specify the time or money required.
2. Put the time or money into the context of benefits they
3. Show that money spent now will save money later.
4. Show that doing as you ask will benefit a group or the
5. Show the audience that sacrifice now will help achieve an
important goal later.
6. Show that the advantages outweigh the disadvantages.
7. Turn a disadvantage into an opportunity.
©2013 McGraw-Hill Ryerson Ltd.
1. Build emotional appeal by
• finding common ground
• using stories and psychological description
• providing the rationale for acting promptly
2. Build credibility by
• being factual
• providing specifics
• being reliable
©2016 McGraw-Hill Education Ltd.
For direct requests:
• Put your request, the topic, or a question in the
subject line.
For indirect (problem solving) messages:
• Use a topic-related subject line.
• Use common ground or a reader benefit.
• Be neutral or positive about solutions.
©2016 McGraw-Hill Education Ltd.
PAIBOC analysis helps you identify the content and
organization of your message.
What are your purposes in writing?
Who is (are) your audience(s)?
What information must your message include?
What reasons or reader benefits can you use to
support your position?
O What objections can you expect your reader(s)
to have?
C How will the context affect reader response?
©2016 McGraw-Hill Education Ltd.
All successful communication contains elements of
persuasion. When writing persuasive messages,
consider PAIBOC.
• Your choice of the direct or indirect approach
depends on your audience’s expected reaction.
• Appeal to your audience by using sound logic
and emotion.
• Explain how the reader will benefit to encourage
prompt action.
©2016 McGraw-Hill Education Ltd.
• Class Activity – R eview the open letter that Freshii sent to
Subway Sandwiches last M arch (posted on Unit 10 L earning
M aterials) then answer the following questions in groups of 2
or 3 students:
1. I s this a direct or indirect persuasion m essage? Why?
2. Analyze the m essage and identify the way it illustrates the
direct or indirect organizational structures that are recom m end
for such m essages in the text.
• Hom ework: R ead the section on run-on sentences at p.192,
and answer the odd num bered questions at p.193.
©2012 McGraw-Hill Ryerson Ltd.
Prepared by
Karen Pike, Conestoga College
Creating Persuasive Resumés
Knowledge of
LO1 Current resumé-writing practices
Skills to
LO2 Create the resumé that best showcases your
LO3 Make your experience relevant to employers
LO4 Increase the number of “hits” your resumé
©2016 McGraw-Hill Education Ltd.
This module covers
• How do employers read resumés?
• How can I encourage the employer to pay
attention to my resumé?
• What kind of resumé should I use?
• How do resumé formats differ?
• What parts of resumé formats are the same?
• What should I do if the standard categories don’t
• How do I create a scannable resumé?
©2016 McGraw-Hill Education Ltd.
Not only does a resumé outline your skills and experiences
to a potential employer, it also serves as a record of your
own career change and growth.
A targeted persuasive resumé (which will give you a
competitive edge in today’s market) is the most important
document you will need for your career development.
For these reasons, writing a persuasive resumé is an
essential skill.
©2016 McGraw-Hill Education Ltd.
Your resumé can be screened electronically or
read by a person.
Resumés must be good, because they have only a
few seconds to make a favourable first impression.
Initial scan:
less than 3
look: 10 –
30 seconds
©2016 McGraw-Hill Education Ltd.
Your resumé must have a professional look, and it
must show how your qualifications fit the job and
the company.
©2016 McGraw-Hill Education Ltd.
Develop two resumés: traditional paper and
• Begin with a skills or summary statement.
• Quantify your skills and achievements.
• Use key words relevant to the industry.
• Make your resumé attractive, readable, and
error free.
• Left justify, use bullets, leave lots of white
space, and bold the major headings.
• Tailor each resumé to the specific job.
©2016 McGraw-Hill Education Ltd.
There are three common types of resumés:
chronological, functional, and combination.
Choose the resumé type that best targets the
prospective job and best reflects your skills and
©2016 McGraw-Hill Education Ltd.
A chronological resumé summarizes what you
have accomplished, starting with the most recent
Use a chronological resumé when your education
and experience show
• a logical preparation for the prospective position
• a steady progression leading to the present
©2016 McGraw-Hill Education Ltd.
A functional resumé emphasizes the most
important job titles, responsibilities, or functions –
regardless of chronology.
Use a functional resumé when
• Your work experience, skills, and expertise
match the position requirements
• Your education and experience are not the
usual route to the job
• You want to de-emphasize formal education
©2016 McGraw-Hill Education Ltd.
The combination/skills resumé focuses on skills
acquired through your work experience.
Use the combination resumé when
• You want to combine paid and unpaid work
• Your education and experience aren’t the usual
pathway to the job
• You’re changing fields
• Your current work might send the wrong signal
©2016 McGraw-Hill Education Ltd.
• focus on “when” then “what”
• emphasize academic qualifications
• showcase qualifications according to
job functions or responsibilities
• are used by highly-qualified applicants
• summarize experience and acquired
skills needed for the job
• list job titles under “Employment
©2016 McGraw-Hill Education Ltd.
• Include these headings: Education and Work
• Include the date range, job position title,
organization’s name, city, province and other
• List duties using strong, descriptive verbs.
• Apply parallel structure.
• Omit low-level or irrelevant work experience.
• Consistently format each job or education
©2016 McGraw-Hill Education Ltd.
• Begin with “Career Achievements”.
• List “Employment History,” and describe your
responsibilities as they relate to the prospective
• Outline conferences, clubs, or associations that
link to your chosen job.
• Place “Education” near the end – unless it is
directly relevant.
©2016 McGraw-Hill Education Ltd.
• Combine paid and unpaid work, classes,
activities, and public service under each
descriptive heading.
• Use (at least three) headings that reflect the
current job jargon.
• Put the most important category first.
• List paid jobs under “Employment History” near
the end. (Omit the details as these would be
©2016 McGraw-Hill Education Ltd.
Always include
• Communication Skills
• Education
You may include
• Career Objectives
• Honours and Awards
• References
©2016 McGraw-Hill Education Ltd.
• Create new headings that match your
qualifications, such as “Computer Skills” or
“Military Experience”.
• Always separate “Education” and “Experience”.
• Combine other headings so that each has two
or three sub-points.
• If you have more than seven points under a
heading, consider using subheadings
• Put the strongest activities near the top and the
bottom of the first page.
©2016 McGraw-Hill Education Ltd.
Take out all of the formatting.
• Use a standard font like Arial.
• Use 12- or 14-point type.
• Use a ragged right margin without justification.
• Use no italics, underlining, or boldfacing.
• Use no lines, boxes, leader dots, or borders.
• Use a single column, and don’t indent or centre.
• Use separate lines for each phone number.
• Use plenty of white space.
©2016 McGraw-Hill Education Ltd.
• Mention specific software programs used, buzz
words, and industry specific jargon.
• Be specific and quantifiable.
• Put everything you’ve done into the document.
(Don’t save content for the cover letter.)
• Send a laser copy with as many pages as
• Don’t fold or staple the pages.
• Don’t write anything by hand.
©2016 McGraw-Hill Education Ltd.
Add a “Keywords” section under your name,
address, and phone numbers.
• Degrees, job fields or titles, and
• Interpersonal strengths and attitudes
• Industry buzz words and jargon
• Use nouns – picked up better than verbs
©2016 McGraw-Hill Education Ltd.
A clear résumé is your most important document.
A résumé must be tailored to specific applications to
showcase qualifications and skills that meet the job
and organization’s requirements.
Chronological, functional, and combination formats
serve different purposes and highlight different
All résumés must be attractive, readable, and errorfree.
©2016 McGraw-Hill Education Ltd.
• Professionalism – Submit Final
Professionalism Reflection and Tracking
Sheet – see Unit 11 Learning Materials
• Submit via Course Message attachment –
by end of day Tuesday April 10
©2012 McGraw-Hill Ryerson Ltd.
Prepared by
Karen Pike, Conestoga College
• Professionalism Tracking Sheet and Reflection
Due Today via BB course message
• Short Writing Assignment #3 – Due next week
• Exam Preparation – Review text, slides, notes,
do grammar review as grammar questions are
on the exam – Review Quiz next week
• Presentations – finish today
• Module 25- Application Letters
• Module 26 – Job Interviews
©2012 McGraw-Hill Ryerson Ltd.
Creating Persuasive Application and Cover
Knowledge of
LO1 Application letter formats
Skills to
LO2 Organize the solicited application letter
LO3 Organize the prospecting application letter
LO4 Catch the reader’s interest even when the
company isn’t planning to hire
©2016 McGraw-Hill Education Ltd.
Skills to
LO5 Show that you have the qualifications for the job
LO6 Persuade the employer that you’re in the very
top group of applicants
LO7 Use information about the company effectively in
your letter
©2016 McGraw-Hill Education Ltd.
This module covers:
• What’s the point of the application/cover letter?
• What kind of letter should I write?
• How are the two letters different?
• How are the two letters the same?
• How long should my letter be?
• How do I create the right tone?
©2016 McGraw-Hill Education Ltd.
A well-written application letter captures a recruiter’s
interest and motivates him or her to read your résumé.
It also provides an important first impression of you
and your written communication skills.
Its content must be well-organized, targeted, and
If your letter passes that first reading, your résumé may
be skimmed and moved to the “keep” pile for further
©2016 McGraw-Hill Education Ltd.
Use the application/cover letter to provide a brief
preview of your resumé, capturing the recruiter’s
interest. Customize it for your audience.
Focus on:
• key job requirements using the posting’s
• skills and knowledge
• language and information that demonstrate your
• transferable and marketable skills
©2016 McGraw-Hill Education Ltd.
• Create as an email unless the posting specifies
• Address the letter to a specific individual.
• Mention an employee’s name only if the reader
knows and thinks well of him or her.
• Connect an experience and the resultant skill
with what the employer wants.
• Keep your letter to a page or less.
• Follow professional writing style: edit,
proofread, and polish.
©2016 McGraw-Hill Education Ltd.
• You found a job posting.
• A friend has advised you to
• You’ve read they are hiring.
• The company is not hiring
and no job ad exists.
• No requests have been
solicited, but you take the
initiative to write.
©2016 McGraw-Hill Education Ltd.
• States what you’re applying for
and where you saw the posting
• Provides a summary sentence
serving as an outline
• Catches the reader’s attention
• Bridges the attention getter to
your qualifications
• Develops your major
qualifications, tying them to the
job requirements
• Provides evidence to support
your claims
• Shows your knowledge of the
• Develops your major
qualifications, identifying the
niche you wish to fill
• Provides evidence to support
your claims
• Shows your knowledge of the
• Asks for an interview, noting
your availability
• Ends positively
• Asks for an interview, noting
your availability
• Ends positively
©2016 McGraw-Hill Education Ltd.
Both letters should
• Address a specific person
• Indicate the specific position
• Be specific about your qualifications
• Show what separates you from the rest
• Demonstrate knowledge of the company and
• Refer to your résumé and ask for an interview
©2016 McGraw-Hill Education Ltd.
• Try to keep it to one page, hard copy, or the
equivalent length if email.
• Be sure your letter content is concise and clear.
• If your hard copy letter is still slightly over a
page, use smaller margins, or a type size that’s
one point smaller.
• If a second page is necessary, be sure the
content is essential.
©2016 McGraw-Hill Education Ltd.
Use you-attitude and positive emphasis.
• Create you-attitude by describing what you have
done and showing how that relates to what you
can do for the prospective employer.
• Limit the use of I. Instead, use me or my.
• Avoid starting every paragraph with “I” by using
adverbs, prepositional phrases, or introductory
• Be positive. Avoid words with negative
©2016 McGraw-Hill Education Ltd.
Application letters are used to introduce you to a
potential employer, so they must be professional,
targeted, and well-written.
They can be solicited or unsolicited; each is
organized slightly differently.
To make the best first impression
• write clearly and concisely
• apply the you-attitude
• and follow the conventions for professional
business correspondence.
©2016 McGraw-Hill Education Ltd.
Assignment Sheet
Assignment Name:
Short Writing Assignment #3 – Resumé Revision
and Prospecting Cover Letter (worth 5%)
BUS. 1501
Due Date:
April 17th
Learning Outcomes
To recognize what constitutes a strong resumé.
To apply PAIBOC to select and utilize the best resumé format and content.
To be able draft a strong non-solicited cover letter.
Resumé for a reporter
With a sigh, you send out the email invitations to Derek’s farewell dinner. An intern on a
placement from the career retraining program at Humber College, he’ll be gone by the end of
the week. You don’t have the budget to hire him – you would if you could – so the least you
can do is send him off well and do what you can to help him find a real reporting job.
Derek fell into being a reporter. He trained as a real estate representative, but discovered he
liked talking to people and preparing listing sheets and newsletters much better than he liked
standing around some kitchen while prospective buyers trooped through an open house. He
wasn’t terribly successful at selling houses, either, which likely spurred his career change.
Reporting seems like a good field for him. He has a knack for drawing information from the
people he interviews, and his interest in photography is a plus. He’s eager to learn, and
volunteers to do extra work like setup and teardown at community events spo …
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