Managerial Communication Session 30-31 Tone of Writting

7/31/2019 Managerial Communication Session 30-31 Tone of Writting

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Welcome to

Managerial Communications

hk

Presenter: Prof. Rajsee Joshi

N.R. Institute of Business Management

GLS Institute of Computer Technology - MBA


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Topic Covered

The Importance of Tone In Business

Writing


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Identify the Tone

Finally, one of the girls pointed to the grass and

giggled. "Meow!" A cat sat on the edge of the fieldand licked its paw. They did indeed have company.The girls ran over to the cat and pet his belly. Theylaughed and the cat strolled back to the field.

The tone of this passage is happy/contentment asthere was a successful, happy resolution to theproblem.


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What Is Tone? "Tone in writing refers to the writers attitude toward

the reader and the subject of the message. Theoverall tone of a written message affects the readerjust as ones tone of voice affects the listener ineveryday exchanges

A business writer should consider the tone of their

message, whether they are writing a memo, letter,report, email, or any type of business document.


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How can I make sure my

messages have theappropriate tone?

Use the following questions to determine the

appropriate tone for your message.

1. Why am I writing this document?

2. Who am I writing to and what do I want them

to understand?

3. What kind of tone should I use?


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For example

Ms. X is writing a job acceptance letter to anemployer but is unsure of the tone she should takein the message.

She has decided to accept the position. When sheasks herself, "What is my intent upon writing?" sheanswers, "I want to accept the position, thank thecompany for the offer, and establish goodwill withmy new coworkers."

As she writes the letter she quickly assumes a tonethat is appreciative for the offer and enthusiasticabout beginning a new job.

Q1. Why am I writing thisdocument?


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Q2. Who am I writing to and whatdo I want them to understand?

Who is your audience?

Your message will be much more effective if youtailor the document to reach your specific audience.

The tone you use to write the document directlyaffects how the reader will interpret what is said.


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For example:

Rahul is writing a cover letter for a position as aSales Representative for a newspaper. He isunsure that he will be able to succeed at such aposition, and uses phrases such as: "I hope thatyou will contact me" "I know that my

qualifications are not very impressive, but"

Q2. Who am I writing to and

what do I want them tounderstand?


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What About Rahul?

The reader is likely to interpret these phrases to

mean that Rahul isnt really qualified for theposition or that he doesnt really want the position.

Clearly, Rahul is not assuming an appropriatetone. He must consider that:


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He is applying for a position as a Sales Representative.

He wants the employer to ask him to come in for aninterview.

The employer is looking for highly motivated andconfident individuals.

If Rahul were to consider these things he may rewritehis cover letter to include such phrases as: "I lookforward to hearing from you; you can reach me at 555-2233; My qualifications make me a suitable applicantfor this position

The tone of the message has changed drastically tosound more confident and self-assured!

What About Rahul?


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Some general guidelines:

Be confident Be courteous and sincere Use appropriate emphasis and subordination Use non-discriminatory language Stress the benefits for the reader Write at an appropriate level of difficulty

Q3. What kind of tone should Iuse?


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Be Confident

Be Carefully prepared and knowledgeable about the

material you wish to express. You want the reader to do as you ask or to accept

your decision.

In order to make the document effective, you mustwrite confidently.

Consequently, a confident tone will have apersuasive effect on your audience.

The reader will become more inclined to acceptyour position, and will notice the confidence thatyou have.

Employers are inclined to hire individuals thata ear confident and sure of their abilities.


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This does not mean however; that you should

appear overconfident. This can easily beinterpreted as being arrogant.

For example:

Not: You must agree that I am qualified for the

position.

But: My qualifications in the areas of accountingand customer service meet your job requirements.

Be Confident


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Be Courteous and Sincere

Builds goodwill by using a tone that is polite and

sincere. It is important to strive for sincerity in tone because

without sincerity, politeness can sound pretentious.

For example:

Not: You didnt read the instructions carefully, thus

your system has shut down.

But: The system may automatically shut down ifany installation errors occur.


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Use Emphasis and Subordination

Ideas placed in the first paragraph of a document

or message receive the most emphasis, followedby information placed in the last paragraph. Youcan subordinate an idea by placing it in middleparagraphs of your message because theseparagraphs receive the least emphasis.

The amount of space that you devote to an ideawill help convey the ideas importance to thereader. Discuss ideas that you want to emphasizein more detail than you do ideas that you want tosubordinate.


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For example:

Emphasis

Smoking will no longer be permitted in the building.

The committee on employee health and safetyreached this decision after considering evidence from

researchers and physicians on the dangers of passivesmoking.

Subordination

The committee on employee health and safety hasfinished considering evidence, and they have reached

the decision that smoking will no longer be permitted inthe buildin .

Use Appropriate Emphasisand Subordination


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The language you use to describe yourideas can also suggest how important thatidea is. Use phrases such as "mostimportant," "major," or "primary" when

discussing ideas you want to emphasizeand phrases such as "a minor point toconsider" or "least important" to discussideas you want to subordinate.

Emphasis and SubordinationCont


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Stress the Benefits For theReader

Write from the readers perspective.

Instead of simply writing from the perspective ofwhat the reader can do for you, write in a way thatshows what you can do for the reader.

A reader will often read a document wondering"Whats in it for me?" It is your job to tailor your

document accordingly.


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For example:

Not: I will process your order in two weeks. But: Your order will be available in two weeks.

Stressing reader benefits will help you to avoidsounding self centered and uninterested!

Stress the Benefits For theReader


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Write at an AppropriateLevel of Difficulty

It is essential that you write at an appropriate levelof difficulty in order to clearly convey your message

Consider your audience and prepare your writingso that the reader will clearly understand

In other words, prepare your style of writing tomatch the reading abilities of your audience


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Do not use complex passages or terms that thereader will not understand.

Do not use simple terms or too many examples ifthe reader is capable of understanding yourwriting.

A competent writer will match the needs and abilitiesof their reader and find the most effective way tocommunicate with a particular reader.

Write at an AppropriateLevel of Difficulty


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What kind of tone should I usewith a negative message?

It is very important to consider tone when you are

writing a negative message. In a negative message, such as a document that

rejects a job offer or denies a request, be sure toassume a tone that is gracious and sincere.

Thank the reader for their input or involvement and

carefully state that you cannot comply with theirwishes.

Follow this response with an explanation asnecessary.


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For example:

Not: Thank you for offering me the position as

General Manager at Simons Inc. Unfortunately, I

am unable to accept the position. I do not think

that the position you offered me would utilize mycommunication and customer-service skills to thedegree that I wanted. Therefore, I have accepteda position as Assistant Director at a differentcompany.



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But:

Thank you for offering me the position as GeneralManager at Simons Inc.

I sincerely appreciate your prompt and generousoffer.

It was a difficult decision to make, but I am unable

to accept the position. I have accepted a differentposition that will allow me to utilize mycommunication and customer-service skills.

Again, thank you for your consideration.



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Types of Tones

Gobbledegook

Unclaimed Corpses Pompous Hollow Style

Verbal Cattle-Grid

Boring Beginnings Trite Expressions

Frozen Phrases Outbursts of Anger

Needle-In-Haystack Syndrome


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Gobbledegook: It has three words where one is

more than enough. It also has complexgrammatical structures with many embeddedclauses rather crisp, straightforward ones.

Unclaimed Corpses: Some writers are afraid to

use I or even We. They write in a way thatdistances themselves from the ideas theycommunicate and the people they write to.

Types of TonesCont


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Pompous, Hollow Style: They say things in a

roundabout way perhaps because they dont meanwhat they say

Verbal Cattle Grid: First paragraphs in letters holdback rather than invite the reader.

Boring Beginnings: Countless letters start withwith reference to. They bore the reader.

Frozen Phrases: There are several occasionswhen employees look for expressions of warmthand feeling from their bosses & colleagues

Types of TonesCont


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Outburst of Anger: The writer has to beparticularly careful when he is angry or upset. Anangry letter becomes a one-sided onslaught

Needle-in-haystack Syndrome: A memo or lettermay contain all the information the reader needsand yet it may not be noticed because of the wayit is presented. The critical information may belost in a host of other pieces of irrelevantinformation

Types of TonesCont


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Gobbledegook

Gobbledegook - Example

A bureaucrat during a naval battle: England

anticipates that, as regards the currentemergency, personnel will face up to the issues

and exercise appropriately the functions allocatedto their respective occupational groups.

Instead England expects every man to do his

duty.


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Gobbledegook - ExerciseRef: Your letter No. PJ/SN/56 of December 6, 2010

Referring to the above, I write to inform you that theenvelope addressed to Mr. Kaushik said to havebeen enclosed to the letter cited above has notbeen received along with your above letter.Therefore I request you to kindly send the same,for taking further action in the matter.


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Solution

Thank you for your letter of December 6. In it you

mentioned to enclose an envelope to Mr. Kaushik.We couldnt find it. Could you please send it again?


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Unclaimed Corpses - ExerciseResponse To Congratulations

Dear Mr. Rakesh

I am in receipt of your letter dated December 6, 2010and acknowledge with thanks the sentimentsexpressed therein.

[The Vice Presidents Secretarys Signature]For [The VPs Name]


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Solution

Dear Rakesh

Thank you very much indeed for writing tocongratulate me. It is the good wishes of friends likeyou that keep me going

Sincerely


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Verbal Cattle Grid - Exercise

1. Enclosed herewith please find our brochure. It is

hoped that it meets your expectations.2. Your communication has been received and

noted the contents. But the undersigned is not ina position to accede to your request.


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Solution

1. I have enclosed our latest brochure. It has

everything you will need to know about ourservice.

2. Thank you for your letter of December 6, 2010.But I am afraid I cannot accept your requestconsidering our rules. However


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Pompous, Hollow Style -Exercise

We at ICICI Bank are truly and honestly committed to

ensuring customer satisfaction. In pursuit of ourservice excellence, feedback from importantconstituents like yourself will help tremendously.

I can assure you that your feedback will be evaluatedvery carefully by myself and will be used as thebasis for further improvements in our processes.

Vice President

ICICI Bank


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SolutionI enclose a very brief, easy-to-answer feedback

questionnaire. Kindly take a minute off tocomplete it and mail it back to us in the prepaidenvelop provided.

We want you to be delighted with our service, and weare working hard to ensure it. Your feedback will

tell us where we meet your expectations andwhere we have fallen short. Your feedback is veryvaluable.

Help us serve you the way you want us to.


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Boring Beginnings

With reference to can make an opening sentence

odd or incorrect.Reply to a customer query about the hike in prices:

e.g. With reference to your letter our prices will go up

with effect from December 12, 2010.


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Few examples to attractreaders attention

Thank you for your letter of December 10, 2010.

The two conditions you have raised in your letter ofDecember 10, 2010 are acceptable to us.

In a week you will get the book you ordered in yourletter of December 10.

You fax of December 10, 2010, delighted all of ushere.


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Frozen Phrases - ExerciseDear Mr. GauravSub: Relieving Letter

This has reference to your letter dated October 31, 2010 tenderingresignation from the services of the company. Please Note thatyou have been relieved from the services of our organizationwith effect from December 1, 2010.

You are requested to handover all the Companys property to ourBranch Manager Mr. Sudesh Pillai at the earliest to enable us tosettle your account.

Thanking You,

Yours sincerelyFor SWAN PHARMA LIMITED

BSRV Prasad

B S R Vara Prasad

Sr Manager Sales Administration


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Frozen Phrases - SolutionDear Gaurav

With regrets we accept your resignation (your letter of October 31,2010) from SPL with effect from December 1, 2010.

We thank you for your valuable contributions to SPL during the pastfourteen months.

Do hand over to Mr. Sudesh Pillai, your Branch Manager, any companyproperty you might have in your possession. This, as you know, isneeded for settling your account.

I wish you all the best in the new assignment you are taking up.

Sincerely yours

For SWAN PHARMA LIMITED

BSRV Prasad

B S R Vara Prasad

Sr Manager Sales Administration

C


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Case1500 hrs, Saturday

Pranav Agnihotri is working at home taking printouts ofsome imp documents which he has to take tomorrowmorning to New Delhi.

Suddenly the print cartridge in his inkjet printer runs dry.

He calls the company who sold him the printer. He

speaks to Ms. Reddy and asks her to rush a technicianto his house.

She informs that all the technicians are out

She tries convincing him that he can pick up a cartridgeand install it himself in a reassuring tone

He is hesitant about installing it himself. He pleads withher and she eventually promises to send him atechnician after 7.30 p.m.

A technician comes, installs the cartridge, and handshim an invoice for Rs 1750.


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He is shocked because he had paid Rs 1225 just 2months ago.

He asks the technician about the huge price difference.

The technician doesnt know anything about the price andadds vaguely and without conviction is his voice that theprices might have gone up because of a shortage of theseimported cartridges.

Pranav is convinced that the company is overcharging him Even if the prices has gone up, it cant be more than 30%.

He didnt ask for the price when ordering the cartridge. SoMs. Reddy thinks she can charge what she pleases.

He phones to the shop to protest. But there is noresponse; most probably the shop is closed.

Being a gentleman he would not hold back payment. Hesigns a cheque for Rs. 1750. Then he sits down andshoots off a letter to the company complaining about theirhitting-below-the-belt tactics.


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Dear Madam,

I am shocked at the way you have started overchargingdecent customers like me. After installing the inkjet printcartridge a little while ago, your technician handed me aninvoice for Rs. 1750. I was shocked because 2 monthsago I had paid just Rs. 1225 for the same. When Ipointed this out to the technician, he said prices had

gone up because of a temporary shortage.

Using the shortage as an excuse, are you making a fastbuck at the poor customers expense?

This kind of billing is outright cheating. You wouldnt

have dared quote such a fancy price if I had come toyour shop or asked for the price on the phone beforeordering.

Do you think this is the way to retain customers? You are

foolish if you do. I dont ever want to buy cartridges from


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Outbursts of Anger - Solution

Dear Ms. ReddyThank you for going out of your way to send a technician late last

Saturday evening to install a print cartridge in my inkjet printer.It was a great help.

I gave him a cheque for Rs 1750, the amount shown in the

invoice. I wonder though if there has not been a mistake in theprice quoted. Two months ago I had paid just Rs 1225. If theprice has, in fact, gone up to Rs 1750, and the invoice iscorrect, please ignore this letter. If there has been a mistake,will you please send me a cheque for the difference or adjust itagainst the next purchase?

Yours Sincerely

PAgnihotri

Pranav Agnihotri

N dl I H k S d
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Needle-In-Haystack SyndromePCT Ltd Inter-office

memoCategory Action:Urgent NormalFYIO

Subject: Visit of Korean customerMr. Wang Tang

To: Ms Devika Batra

Copy:

From: Shaukat Ali

Date: December 10, 2010

Dear Madam

With reference to above, we at Marketing agreed on following:

On 13 Dec. (Monday) Mr. P.J will pick him up @ airport. In theevening, myself & Jaya will escort them to Music Show. Dinner

Venue: Taj Residency. On 14 Dec. (Tuesday) Mr. Krishna & Jayawill accompany him to sight seeing. Dinner with PJ and you. Venue:Pride Hotel. On 15 Dec. (Wednesday) Mr Krishna and You willtake them to Rudraram Plant. Lunch @ Fortune Landmark with PJand Jaya & dinner with you @ Pride and drop-off @ airport by PJ

PCT Ltd inter-office


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memoCategory Action:

Urgent Normal FYIO

Subject: Visit of Korean customerMr. Wang Tang

To: Ms Devika Batra, MD

Copy: ---

From: Shaukat Ali

Date: October 10, 2009

Here is our hospitality plan for Wang Tong

Dec 13: 1430 hrs Arrival. Mr. Param Jani to receive

1700 hrs Music Show. Jaya & me

1900 hrs Dinner. Taj Residency

Dec 14: (Tuesday) All day. Sight Seeing. Krishna & Jaya

2000 hrs Dinner with MD. Pride Hotel. Param J. will accompany

youDec 15: (Wednesday)0900 hrs Visit to Rudraram Plant With MD and

Krishna

1200 hrs Lunch. Fortune Landmark. With Param J. & Jaya

1900 hrs Dinner with MD. Pride Hotel

2100 hrs Param J. to see him off at airport
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Tone: A Gift in His ShoesDonovan and Larry were early for baseball practice.They decided to run up and down hill to exercise

before the rest of the team arrived.Larry was first to the top. He whispered to Donovan,Look over there. He pointed to a man sleeping onthe highest, narrow bench on the hill. His pants andshirt were faded, worn, and too large for his thin

frame. One big toe stuck out of a huge hole in hissock. His scraped-up shoes sat a few feet away.

Donovan whispered, We should help him out. Letshide something good in his shoes. Then, when hewakes up, he will have a nice surprise.
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Tone: A Gift in His Shoes

How would you describe the tone [attitude] of this

author?a. Angry

b. Detached

c. Sympathetic


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Tone: Where Can TheyStay?About three million people have to look for a place to

sleep at night. Some homeless people have jobs but do

not earn nearly enough money for both food andshelter. Some become homeless because they havean unfortunate accident or lose their job. They do nothave any back-up resources to make it through the hardtimes.

The homeless face terrible problems. Many becomevictims of violence. Serious health problems may beginbecause they are exposed to bad weather and uncleanconditions. Homeless children may miss the chance togo to school. Worst of all, some cities pass laws thatmake it even harder on the homeless.


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Tone: Where Can They Stay

How would you describe the tone [attitude] of this

author?a. Angry

b. Casual

c. Serious


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Thank You

Documents

Managerial Communication Session 30-31 Tone of Writting