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Some program directors at colleges and universities stress that writing shouldn't be taught in isolation. At Indiana University's Kelley School of Business, all communication classes incorporate writing, speaking, listening, and teamwork, showing business majors that all facets are connected and necessary for successful interactions. Frequently, high schools and other B-schools teach writing as an independent form of communication, says Sue Vargo, director of business communication. "Here students aren't just writing for the sake of writing or speaking for the sake of speaking," she says.

Placing students from the get-go into courses that rely heavily on writing is another tactic B-schools use. All Penn State freshmen take a seminar, with specific modules for Smeal College of Business students, on topics including diversity, leadership, and service. Among six writing assignments is a personal-reflection piece, designed to enhance creativity among students who may not be used to using their imaginations in this way. In contrast, the senior capstone, also writing-intensive, focuses more on analyzing business and financial statements.

"Students will walk into class and say, 'I don't enjoy reading.' I say it's like the first time they had a beer. It tastes awful. But if you drink it enough, you'll like it," says Hoyle. "Reading, museums, and the theater are acquired tastes." In the process, students may acquire a fondness -- and talent -- for writing as well.