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© 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