© Prentice Hall, 2008 Excellence in Business Communication, 8eChapter 5 - 1 Writing Business...

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 1

Writing Writing Business MessagesBusiness Messages

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 2

The Three-Step ProcessThe Three-Step Process

• Planning

• Writing

• Completing

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 3

Adapting to the Adapting to the

AudienceAudience• Sensitivity

• Relationships

• Style and tone

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 4

Audience SensitivityAudience Sensitivity

• Adopt a “you” attitude

• Demonstrate business etiquette

• Emphasize the positive

• Use bias-free language

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 5

Using the “You” AttitudeUsing the “You” Attitude

• Focus on your audience

• Practice genuine empathy

• Be sensitive to situations

• Keep criticism professional

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 6

Business EtiquetteBusiness Etiquette

• Practice courtesy

• Be diplomatic

• Respond promptly

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 7

Emphasize the PositiveEmphasize the Positive

• Instead of this: To help us process this order, we must ask for another copy of the requisition.

• Use this: So that your order can be filled promptly, please send another copy of the requisition.

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 8

Emphasize the PositiveEmphasize the Positive

• Instead of this: You should never use that type of paper in the copier.

• Use this: That type of paper doesn’t work very well in the copier.

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 9

Use Positive LanguageUse Positive Language

• Instead of this:– Cheap merchandise– Used cars– High-calorie foods– Elderly person– Pimples and zits

• Use this:– Bargain prices– Resale cars– High-energy food– Senior citizen– Complexion

problems

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 10

Bias-Free LanguageBias-Free Language

• Age

• Gender

• Disability

• Race or ethnicity

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 11

Build Audience Build Audience RelationshipsRelationships

• Establish your credibility

• Promote your company’s image

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 12

Establish Your CredibilityEstablish Your Credibility

• Honesty and objectivity

• Awareness of audience needs

• Credentials, knowledge, expertise

• Endorsements

• Confidence and performance

• Communication style

• Sincerity

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 13

Build Company ImageBuild Company Image

• Be a spokesperson

• Make a positive impression

• Observe your colleagues

• Follow company guidelines

• Promote the company’s interests

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 14

Controlling Style and Controlling Style and ToneTone

• Use a conversational tone

• Write in plain English

• Select active or passive voice

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 15

Use a Conversational Use a Conversational

ToneTone• Business messages

– Avoid obsolete or pompous language

– Avoid preaching or bragging

– Be careful with intimacy

– Use humor carefully

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 16

Write in Plain EnglishWrite in Plain English

• Straightforward

• Easy to understand

• Conversational

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 17

Using the Right VoiceUsing the Right Voice

• Active voice

– Subject + verb + object

• Passive voice

– Object + verb + subject

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 18

Composing the MessageComposing the Message

• Choosing strong words

• Writing effective sentences

• Crafting coherent paragraphs

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 19

Function and Content Function and Content WordsWords

• Correctness

• Suitability

– Denotation and connotation

– Abstraction and concreteness

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 20

Finding Words Finding Words that Communicate Wellthat Communicate Well

• Select powerful words

• Choose familiar words

• Avoid clichés and buzzwords

• Use jargon carefully

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 21

Effective SentencesEffective Sentences

Simple

Compound

Complex

Compound-Complex

A simple sentence has one independent clause.

A compound sentence has two independent clauses.

A complex sentence has one independent clause and one dependent clause.

A compound-complex sentence has two independent clauses and at least one dependent clause.

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 22

Coherent ParagraphsCoherent Paragraphs

• Paragraph elements

– Topic sentence

– Support sentences

– Transitional elements

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 23

Paragraph DevelopmentParagraph Development

• Illustration

• Comparison and contrast

• Cause and effect

• Classification

• Problem and solution

© Prentice Hall, 2008 Excellence in Business Communication, 8e Chapter 5 - 24

Using TechnologyUsing Technology

• Style sheets and templates

• Autocompletion and autocorrection

• File merge and mail merge

• Endnotes, footnotes, indexes and tables of contents

• Document wizards