Unit 3 Message Structure SLM

Course:

Business Communication

Unit 3

Message Structure

of 16

Table of Contents

3.0 LEARNING OBJECTIVES ....................................................................................... 3

3.1 INTRODUCTION....................................................................................................... 3

3.2 PLANNING ................................................................................................................. 3

3.3 DRAFTING ................................................................................................................. 7

3.4 FINALIZING OR COMPLETING .......................................................................... 9

3.5 FORMATTING BUSINESS LETTERS .. ERROR! BOOKMARK NOT DEFINED.

3.5.1 Additional Parts of a Letter .............................................................................. 11 3.5.2 Punctuation Styles .............................................................................................. 12 3.5.3 Letter Formats ................................................................................................... 12

3.6 REPORTS .................................................................................................................. 12

3.7 BUSINESS PROPOSALS ........................................................................................ 13

3.8 MEMOS AND E-MAIL ........................................................................................... 13

3.8.1 Memo Format ..................................................................................................... 14 3.8.2 Email Format ..................................................................................................... 14

3.9 CHAPTER SUMMARY ........................................................................................... 15

3.10 REFERENCES/ADDITIONAL RESOURCES ................................................... 16

of 16

3.0 LEARNING OBJECTIVES

Structuring message for ensuring clarity of the message

Understanding how to format systematic message for presenting business ideas logically

Analyzing format and layout of business documents

Understanding how to shape arguments to write reports-mails and project proposals for the needs of targeted audience

3.1 INTRODUCTION

In the last unit, we studied sentence construction and appropriate usage of words for

effective communication. Now let us understand how to structure the messages in

business writing.

Written business communication involves three steps:

Planning

Drafting

Completing or finalizing

Let us discuss these three steps in detail.

3.2 PLANNING

The first step in business writing involves understanding the situation that

prompts communication. The writer must find the answers of the following

questions:

Who is my audience? Who will read this message?

What does the receiver need to know?

What action do I want the receiver to take?

Am I introducing the new idea or the communication is part of the ongoing dialogue?

Has the receiver asked for specific information?

Am I allowed to provide that information?

Once you know the answers to these questions it is easy to understand the purpose of the

message. The purpose could be to inform the receiver, to persuade or to collaborate with

the receiver. The purpose will decide the receivers participation and your control over the message. This is called the primary or general purpose. For instance, informing does

of 16

not require much of participation from the audience. The audience after reading the

message will accept it or reject it. However, in persuasion the sender needs to give the

audience a chance to think and ask questions. The audience in this case has moderate

participation. In collaboration, the sender needs maximum audience participation.

The main idea in any message is the primary idea and the supporting ideas are the

secondary purpose. For example, the primary purpose of the internal communication

could be to document departmental growth for the year. The secondary purpose of this

communication could be to make the department staff aware of the contribution made by

them or to instill a pride of accomplishment among the staff.

After establishing the purpose of the message the next step is to analyze the receiver or

audience profile. While analyzing the audience the sender must find the needs of the

receiver, the knowledge level or understanding of the subject, his/her interests, attitude

and possible reaction. If you have more than one receiver, it is advisable to have this

information about all the receivers. An analysis of the receiver(s) will help you to

understand receivers biases, emotional reactions, vocabulary and interests.

Once you understand the audience profile you can decide on the type of message to use.

The message can be sent as an e- mail, letter, memo or a report. The style and the format

is usually company specific. We will review a few standard formats later in this unit.

The effectiveness of a message also depends on the selection of the right medium. The

mediums can be:

Media

Advantages

Disadvantages

Examples

Oral

Interaction between the sender and the

receiver

Immediate feedback.

Only few can participate

Cannot be verified later

It cannot be revised.

Meetings

Presentations

Telephonic conversations

Teleconferencing, etc.

Written

Can be planned

Can reach out to people who are

geographically

dispersed;

Cannot get immediate reaction

and feedback

Time consuming

Letters

Reports

Memos,

Proposals

Emails

of 16

Record can be verified;

Minimum distortion.

Visual

Can express complex information

effectively.

Cannot be used as a standalone medium.

Need to combine

with oral or written

medium.

Use requires technical skills

Difficult to transmit and store

Presentation

Reports

Electronic

Quick delivery

Can reach out to the audience in various

parts of the world

Privacy and security risks

Can be overused.

Email,

Text messaging

Blogs

Voicemails

Video blogs

Table 3.1

The next stage of planning is to gather information, on the issue, that should help you to

assemble the message. The information can be gathered by discussing with others. By

reading reports and company documents, by talking to individuals from different fields

and/or company to get different viewpoints. Once you do that be sure that the information

you pass on is accurate, authentic and ethical.

The next stage is to select the plan the organization of the business message. The

business message can be deductive or inductive in nature.

Inductive Plan Directive Plan

To: To:

From: From:

Date: Date:

____________ Main Idea

____________ _______________

_______________

Main Idea ________________

____________

____________

Figure 3.1

of 16

In an inductive plan supporting explanations are given before writing the main idea. This

usually opens on a point of agreement before going to the main idea. This kind of plan is

usually effective for negative information or for persuasive messages.

The directive plan places the main idea in the opening. The primary purpose is stated

right at the beginning with supporting information. It has been observed that the directive

plan is more effective than the inductive plan.

After deciding the plan, the ideas /content of the message should be properly organized.

Poor organization can lead to reader disinterest resulting in the message being ignored.

Read the letters given below:

Stanley Advertising Ltd

#302, Cox town

Bangalore

August 1, 2009

Jalpesh Ahuja, President

Synergy consultant

Mumbai 40001

Dear Sir,

As someone who has worked with your company for over 3 years, we

were very disappointed to see the documents you produced for our

latest publicity campaign. The terms in the written agreement are not

followed and will agree that there is a communication problem.

We would like you to send out the material as agreed or provide us with

a refund.

Yours truly,

(Signature here)

Neha Bhatia,

Director

of 16

Stanley Advertising Ltd

#302, Cox town

Bangalore

August 1, 2009

Jalpesh Ahuja, President

Synergy consultant

Mumbai 40001

Dear Mr. Ahuja,

As someone who has worked with your company for over 3 years, we

were very disappointed to see the documents you produced for our

latest publicity campaign.

As per the written agreement with you, we expected light blue leaflets

with fancy explanatory texts, but instead, we found that black and

white colors are used to create the leaflets. I think you will agree that

there is a communication problem here.

We would like you to send the leaflets as agreed by you, or provide us

with a refund.

Yours truly,

(Signature here)

Neha Bhatia,

Director

When you compare the two claim letters, you find that the first letter fails to give specific

details where as the second letter is more specific in pointing out the problem. The

second letter also states very clearly what action the receiver is expected to take. The

organization of thoughts is very good in the second letter. When the ideas are presented

in a sequence the receiver finds it easy to understand the expectations from the sender

and can take the appropriate actions.

3.3 DRAFTING Once you have done the audience analysis, decided on primary and secondary purpose

and have organized your thoughts then you are ready for the next stage, which is drafting.

While drafting the message adapt to your audience. Using the You attitude helps the audience to feel good.

of 16

1. To help us process the bill faster, bring the original copy.

2. Your bill can be processed faster if you bring the original copy.

Read the above sentences. The second sentence gives the reader a feeling that the

customer service executive is trying to help him, whereas, in the first sentence, the main

focus is on the organization and the process. When the business messages have words

like I, We, and Us the message sounds selfish.

Word of caution: Avoid using you or yours if it sounds too direct and dictatorial.

1. You failed to complete this on time

2. Let us figure out a system that will complete our tasks on time.

The other technique to show your interest in your audience is to follow standards of

etiquette in the message. When the written communication is courteous the sender is

opening new channels of communication with the reader. Sometimes your frustration

shows in the written messages but as you know it does not help you in any way.

1. You have delayed our order by a week, we need it immediately.

2. Our production schedule depends on the parts that we are

supposed to receive from you. As we have not received the delivery

from you there is a delay in the process. Please respond immediately

giving confirmed date of delivery.

The first message is too direct and might offend the receiver. The second message is firm

and assertive and demanding an action from the receiver.

While writing a business message one must evaluate the situation and alter the style of

writing, according to the situations needs. In the business world, many times you have to communicate bad news to the receiver. While writing such messages one must

understand the difference between being negative and delivering negative news.

1. Your handset cannot be repaired today.

Your handset will be ready by Friday

2. Renovation is going on, inconvenience regretted.

Change is inevitable. Change is good.

of 16

In the first sentence in both the examples state what cannot be done. The focus is on

negative. Whereas the second sentence in both cases pitches a positive note, making a

positive impact on the receivers.

3.4 FINALIZING OR COMPLETING

This stage includes formatting, editing and revising the document. At

this stage the writer makes necessary final changes in the document. To

make these changes the writer may read the document aloud from the

receivers point of view. Check whether the primary and secondary purposes have been mentioned accurately. Also check if the

organization of ideas is effective or it needs some modification. At this

stage careful proof reading of the document is required. Checking of

spellings and grammatical errors should be done at this stage.

Formatting of the business documents should be done at this stage.

of 16

3.5 FORMATTING BUSINESS LETTERS

Figure 3.2

Standard parts of a letter: There are six standard parts in a letter the heading, inside address, salutation, body, complimentary close, signature block. Business letters are

usually written on the company letterhead.

The letterhead usually contains the name of the company, logo and the complete address

with phone numbers and fax numbers-mail address.

The date can be written as July 19, 2009 or 19 July 2009. The date is usually printed two

lines below the printed address.

The inside address includes all or some of these details: The receivers courtesy title (Ms./Mrs./Mr.), receivers name, receivers professional title, department name, company name and receivers complete mailing address with the pin code.

1. Heading Company name, Logo and address

Date

2. Inside Address

3. Salutation

4. Body

5. Complimentry close

6. Signature block

of 16

Mr. A.J.Rao

Director

Human Resource Department

Midas Touch Pvt.Ltd.

341/2, 3rd

cross, 4th main,

J.P.Nagar, Phase III

Bangalore 560071

The salutation is the greeting at the beginning of the message. The salutation depends on

the relationship between the sender and the receiver. Generally you use the same name as

you will use in a face to face conversation. Use Ms. for a female receiver unless you

know the specific title. If you do not know the gender of the receiver, write the full name

without courtesy title, like - Dear P.D.Joshi.

Correct Incorrect

Dear Mr.Raghavan Dear Mr. Vellu Raghavan

Dear Sanjay & Sudha Dear Sharmas

Dear Customers Dear Gentlemen

Table 3.2

The body of the letter contains the main message. It begins after a double space below the

salutation. The complementary close ends the message.

In formal business letters a complimentary close like sincerely yours or respectfully is used. In general business letters sincerely or sincerely yours is used.

In informal business letters, sincerely or sincerely yours is used as a complementary close. There is a double space gap between the last line of the body and the

complementary close.

Signature block has the writers signed name and title. There is a four spaces gap between

the complementary close and the signature block. The sender signs in this space.

3.5.1 Additional Parts of a Letter

Apart from the six main parts, a business letter can have additional parts such as subject

line, attention line, enclosure notation and post script.

Attention line is used to direct the letter to a specific person or department.

of 16

Subject line specifies the topic of the letter. The subject line appears above the salutation.

Enclosure (Encl): When any invoice or check is sent along with the letter that is considered as an enclosure. The enclosure notation is usually mentioned below

the signature block.

Carbon copy: The copy notation is used to indicate that the copy has been sent to another person along with the receiver. The copy notation usually appears as CC

below the signature block.

Postscript (P.S): A postscript is used to add a personal comment or an important point.

3.5.2 Punctuation Styles

Two different styles of punctuation are used in business communication mixed punctuation and open punctuation. In mixed punctuation a colon is used after the

salutation and a comma after the complementary close. In the open punctuation format,

both these punctuation marks are omitted.

3.5.3 Letter Formats

The three main letter formats are:

Full block Format: All parts of the letter are left justified.

Modified block format: The date, return address, complimentary close and signature block appear at the horizontal center of the page.

Simplified format: The salutation and complimentary close are eliminated. The subject line replaces the salutation. This format is generally used when the letter is

addressed to a company or the gender of the receiver is unknown.

3.6 REPORTS

There are two types of business reports - formal and informal.

Informal Reports

These reports are generally brief and often presented in the form of a memo or a letter.

Memo is used for sending information within the organization. Letter is used to give

recommendation and information to the individuals outside the organization. Progress

reports, periodic reports, and technical reports are all informal reports.

of 16

Formal Reports: As the name suggests, formal reports are used for formal

communication.

Reports have the following parts:

Primary parts: Cover page, title page, letter of authorization, letter of acceptance, transmittal message, table of contents, list of illustrations, synopsis or executive

summary.

Body: Introduction, main text, summary, conclusion, recommendations, notes. The body of the report is the main document. The findings from primary and

secondary research are reported in the body. Visuals are also used to make the

report more reader friendly.

Supplementary Parts: Appendixes, Bibliography, Index.

3.7 BUSINESS PROPOSALS

Proposals can be internal or external, formal or informal, solicited or

unsolicited.

Informal proposals are usually in letter form for external purposes and in a memo form when used internally.

Formal proposals are very structured documents and have many features of the formal report.

Internal proposals are sent within the organizations to solve some issues or to improve some facilities or change the procedures.

External proposals are sent outside the organization to the government agencies or to the customers or private agencies.

Unsolicited proposal is prepared by the writer without being asked for. These proposals are the analysis of anothers problems and the design of possible solution.

Solicited proposal is created in response to a request. Solicited proposals can be internal or external, formal or informal.

3.8 MEMOS AND E-MAIL

A memo is used for internal business communication. It is less formal

and short. Email is the electronic version of a memo mail. They are

generally used for inter departmental communication. The advantage

of using this medium is that many individuals can be informed at

once.

of 16

3.8.1 Memo Format

The memo format is usually organization specific. The same format is used through out

the organization. The most important rule for memo writing is keep it short and simple". When writing a memo use simple words, short sentences and one idea paragraphs.

Company Name

Heading:

To:

From

Date Subject

Body

Figure 3.3

A memo does not have a complimentary close or signature block.

3.8.2 Email Format

All line of the e-mail begins from the left margin. In the To field the e mail address of the individuals who are expected to take action are inserted, in the CC field the address of individuals

who should be informed about the action are inserted.

Figure 3.4

To:

Cc:

Bcc:

Subject:

of 16

3.9 CHAPTER SUMMARY

In the present day business world written communication is of utmost importance.

Written communication has its own advantages but it is a skill to be mastered to create

the right impact on the receiver. Most official written communication is formal and

therefore one must know the protocols to be followed. Business letters, memos, reports

and proposals are all documents which are used everyday in the business world.

Therefore it is essential for every employee to be aware of the formatting of these

documents. One can master the art of writing formal and informal documents only

through consistent efforts.

of 16

3.10 REFERENCES/ADDITIONAL RESOURCES

1. Business Communication Process & Product, Third Edition, by Mary Ellen Guffey.

2. Business Communication Today, 9th edition, by Courtland l. Bovee, John V Thill, Mukesh Chaturvedi.

3. Effective Business Communication, by A.C. Buddy Krizan, Patricia Merrier, Joyce Logan, Karen Williams.

Documents

Unit 3 Message Structure SLM