Business comms baruch spring 2010

Business Communications

Spring 2011 Baruch College

2

A Competitive Asset

• In business, the ability to communicate clearly and concisely is a competitive asset …

- For your organization

- For you, from a career standpoint

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Business is Behind the Times

• Most businesses are 50 years behind the political and entertainment arenas when it comes to communicating

- Heavy reliance on emails, “push-down” communications, PowerPoint presentations

- Content is inconsistent, loaded with jargon, and largely ignored

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Audiences Are Tuning Out

“More than half of all business audiences will ignore internally produced communications

because they consider the content professionally ‘spun’ and sugar coated.”

Watson Wyatt

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We’re Drowning in Information

“Mr. Magoo Effect” (Guerilla PR

Wired)

- We’re all overwhelmed by information- 10,000 messages today vs. 1,000 in

1983- What we think we see or hear is really

something different- Comprehension is vague

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We’re Drowning in Information

• Mr. Magoo Effect is compounded by “Data Smog:”

- Brain capacity is inundated- Can only recall soundbites not all of it is accurate.

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It’s Impacting Decision Making

• Result: We’re making decisions based on bits of information that mesh with pre-conceived beliefs or perceptions that are stored in our memory vaults.

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Our Central Challenge

How do we effectively communicate in a business world where audiences are overwhelmed, highly skeptical and difficult to

reach?

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Message Has to be Clear

• Answer is part …– Content: Ensuring your

message is clear, simple and understandable

– Delivery mechanism: Using the right platform(s) at the right time to communicate your message

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Delivery Must be Flawless

• Answer is part …– Approach: Can’t just

create it, send it out, and expect people to absorb it.

– You have to cascade it by word of mouth

– Cultural: You have to adapt the way you craft and deliver your messages to the culture you’re in.

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You Can’t Rely on One Channel

Formal Communications Channels

emailintranetWebcaststext messagingnewslettersvoice mailblogspodcaststown halls(Credibility levels vary)

All Employees

Organizational Cascade(Word of mouth)

CEOSenior Level ExecsMiddle Mgmt

(Credibility is high)

All Employees

Feedback Feedback

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Working Together

• Formal communications network must work in tandem with informal network to be effective– Ideal situation is to have both aligned with feedback channels to receive input from audience– Very few organizations are at this point.

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Three Types of Bus Comms

1. Internal-operational communication (what business says to implement its operating plan)

2. External-operational communication (communication to outside stakeholders (other business, the media, Wall Street, government, etc.)

3. Personal communication (informal, uncontrolled exchanges of information, i.e., the grapevine).• Note: Grapevine often carries the most weight

and is a major factor in employee satisfaction levels.

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You Must Know Your Audience

• If you don’t know who you’re communicating to, the message and the delivery are wasted.

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Ch. 1: Reaching Audiences

Messaging Techniques

• Use direct approach vs. indirect whenever you can– Audiences don’t like surprise endings– But provide context

• Opening/Closing – always emphasis audience benefits

• Strong positioning statement/purpose up front• Problem/Solution Approach• Give both sides of the argument.

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Ch. 1: Reaching Audiences

Messaging Techniques

• List pros/cons• Ascending order of importance (inverted pyramid)

stressing strongest points first• Ask for less • Ask for more

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Message Types

Pros

• Permanent record• Easy to read• Faster than listening• Can be read at reader’s convenience• Easy to produce, distribute• Can include more details

Cons

• Emotionless• One-way communication• Distribution is slow• No control over who reads it and when it is read

Hard Copy

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Electronic Message Types

Pros

• Instantaneous and inexpensive• Reaches multiple audiences • Ideal for action items• Larger screen than texting or

IM• Can include long attachments

Cons

• Most overused• Easy to ignore• Gets lost in the pile• Impersonal, not a substitute for

face-to-face.

Email

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Pros

• Real-time access• Simultaneous release of info to multiple stakeholders• Huge audience reach• Easy access• Allows interaction

Cons

• No control over who reads• Less personal, private than hard copy• Blogs, wikis – false information

Public Internet (websites, blogs, wikis)

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Pros

• Fastest interactive channel• Interactive • Lessens email traffic

Cons

• May appear too aggressive (“drop everything now”) or intrusive

• Boss knows if you’re online• Can be overused

Instant Messenger

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Pros

• Good for brief messages, emergencies

• Ideal for reaching audiences that do no have access to PC

• Not as intrusive as IM• Can be used with one hand,

anywhere, anytime

Cons

• Easily abused• Some find phone typing slow,

frustrating• Not conducive to long messaging

Text Messaging/Smart Phones

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Pros• Can be highly effective for

broadcasting town halls, big meetings, strategic messages to large audiences

• Message control

• High impact/viewership if packaged right

Cons• Viewership will decline on longer

webcasts

• Not all webcasts are interactive

• Bandwidth issues

Webcasts

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Voice Message Types

Pros

• Private, confidential

• Real-time, quick

• Better than face-to-face for answers

• Cuts travel costs

Cons

• Telephone tag

• The more calls you make the more the message gets diffused.

Telephone Call

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Voice Message Types

Pros• Easy to implement, quick

distribution

• Ideal for emergencies, weather related closures

• More personal than email

• Best suited for action related messages

Voice Mail

Cons

• Easily abused and overused

• Not suited for long messages (2 minutes or longer)

• Many find it annoying and will delete before listening.

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Audio/Video Message Types

Pros

• Many listeners receive same information at same time

• You control information

• Reduces travel costs

Audio and Video Conference Calls

Cons

• Overused, high tune-out factor (especially audio)

• Not ideal for conveying details

• Fewer people tend to speak and those who do speak longer.

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Audio Message Types

Pros

• Stage your own radio show• Downloadable, syndicated,

subscribed to• Listeners can multi-task

Cons

• No call-in or live feedback• Regulatory restrictions in

some industries.

Podcasting

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Face-to-Face Messaging

Pros• Builds rapport

• Encourages word-of-mouth message cascade

• Better suited to sensitive topics

Cons• Poorly run meetings lose their

audiences quickly

• Messaging consistency varies and can impact audience retention of messages Meetings

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Class Exercise

• You work for a well-known U.S. based investment bank that received billions in TARP funds last year.

• Business is improving and the bank will announce a quarterly profit in the third quarter.

• But it is not in a position where it can repay the federal government yet.

• To retain its high performing employees the bank is resuming bonuses. (Some will get multi-million dollar bonuses.)

• This will be disclosed when 3rd quarter earnings are announced in October.

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Class Exercise

• How can the bank minimize the communications fallout?• What should it do/say to:

– The media – Other investment companies– Federal government (including SEC, Federal Reserve,

Treasury)– Employees

• You have 30 minutes to discuss in teams and present your ideas.

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BC: Writing Clearly

Key Points

• To communicate clearly, you must adapt to your reader– Assume your audience knows nothing about your subject and is

of 4th grade intelligence– Use simple, conversational words that readers will understand

• Old vs. antiquated • Used vs. utilize• Show vs. demonstrate• Try vs. endeavor• Agreed to quit vs. Acceded to the proposition to terminate.

– If you have to use technical terms, don’t overuse them.

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BC: Get to the Point Quickly

Key Points

• Get to the point!• Tell audiences why you’re reaching out to them:

• “We are taking a series of actions today to improve the performance of our retail outlets in light of current economic conditions.”

• “I’m interested in being considered for the advertising

copywriting position you’ve posted on indeed.com.”

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BC: Avoid Jargon

Key Points

• Avoid jargon and overly complex sentences

• “The machine has a tendency to develop excessive and unpleasant audio symptoms when operating at elevated temperatures.”

vs. • “The machine tends to get noisy when it runs hot.”

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BC: Avoid Complexity

Key Points

• Use technical words and acronyms sparingly– Minor stroke vs. cerebral vascular accident– Employment covered by Social Security vs covered

employment

• Technical terms are fine for technical audiences• Spell out and define acronyms as needed.

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BC: Be Specific

Key Points

• Write concretely (and more specifically)– A significant loss vs. a 53% loss– Good attendance vs. 100% attendance– In the near future vs. By noon Thursday– The leading company vs. First in its class

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BC: Use Active Verbs

Key Points

• Strong, active verbs make your writing lively and interesting– Use active verbs vs. “to be” verbs– Make your verbs more active by using an active voice

• “The results were reported in our July 9th letter,” vs. “We reported the results in our July 9th letter.”

• “The policy was enforced by the committee,” vs. “The committee enforced the policy.”

• Do not use words that discriminate – against anyone, in any culture.

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BC: Writing Short Sentences

Key Points

• Write short sentences by:1. Limiting sentence content2. Breaking up sentence lengths (15-25 words max)3. Using words economically

- Make three words do the work of six, - Avoid cluttering phrases (if vs. in the event that)- Eliminate surplus words that contribute nothing (It will be noted that)- Avoid repetition (In my opinion, I think)

4. Editing like mad.

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BC: Writing Clearly

Excess Detail

• Our New York offices, considered plush in the 1990s, but now badly in need of renovation, as is the case with most offices that have not been maintained, have been abandoned.

• We have attempted to trace the Plytec insulation you ordered from us on October 1st and about which you inquired in your October 10 message, but we have not yet been able to locate it, although we are sending you a rush shipment immediately.

Improved

• Our once plush New York offices were not maintained properly, so we are abandoning them.

• We are rushing a shipment of Plytec insulation to you immediately. Following your recent inquiry we were unable to trace your Oct. 1 order.

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BC: Chapter Three

Key Points

• Use transitional phrases/devices to create coherent messages …– Meanwhile– But– At the same time– Likewise– Besides– Be careful with “that”

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BC: Chapter 3

Key Points

• Use topic sentences effectively to focus your paragraphs/messages– usually at the start. – Ex.: A majority of surveyed economists think business activity

will drop during the first quarter of next year. – Ex.: We will begin the next phase in our transformation next

week.

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BC: Chapter 3

Key Points/Summary

• Use short, clear sentences.• Use words economically.• Avoid excessive detail.• Design sentences that give the right emphasis to

content – by sentence length and order of importance.

• Use topic sentences effectively to focus your paragraphs/messages– usually at the start.

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BC: Writing a White Paper

• Begin with a well developed overview/executive summary/abstract– Must capture your target audience's attention

• Content: A critical one-paragraph summary• Provide material that gives your audience a good

reason to read further, keeping in mind that busy executives may jump to the end paragraphs/ conclusion.

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• State the problem in two three paragraphs that demonstrate your knowledge of your clients' challenges and industry trends

• Avoid hidden assumptions and agendas– Avoid technical complexity, acronyms, etc.– Define that which cannot be avoided and must be

understood– Identify the main objectives of the paper.

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Describe your product/service

• Incorporate design decisions; industry standards, testing and reliability; best practices and ease of use

• Liberally illustrate with simple and well-labeled diagrams and illustrations (Rely on a graphic designer!)

• Address how your product resolves the problem; tie the two together – Demonstrate with evidence– Illustrate with case studies and expert testimonials.

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Describe your product/service

• Entice with:– Benefits and returns on investment (ROI) – Future applications, developments, and timelines

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Concluding your white paper

• Conclude with confidence and credibility

• Refer to the abstract or appendix (if used) and

summarize your main advantages.

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Key Points to Remember

• Introduce your product/service or technology as innovative

• Demonstrate knowledge of client technology and its challenges

• Emphasize the uniqueness and advantages of your solution

• Influence customer purchasing decisions• Don’t over hype

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Considerations - Know your audience• Know your audience before you start writing• Highlight their concerns and problems• Consider how much time they have for reading such

papersProvide an engaging though succinct initial overview/summary/abstract

• Conclude by:– Reviewing your solution– How it addresses the client's problem– A follow up procedure

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Team 1 Exercise: Communicating the

Pfizer-Wyeth Acquisition

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Team 1 Exercise

• The world’s largest pharmaceutical company (Pfizer) is acquiring a major competitor (Wyeth).

• The acquisition will make Pfizer a $71 billion company and the market leader in virtually every pharmaceutical market in the world.

• The deal is expected to receive all the necessary regulatory approvals from governments around the world by mid-month.

• The company needs to communicate the acquisition’s completion to internal and external stakeholders as soon as the deal is finalized.

• So far, only an external ad campaign has been completed.

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Team 1 Exercise

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Team 1 Exercise

• The CEO doesn’t like the campaign and wants more.• Develop a high-level communications campaign explaining to the

CEO how you would communicate the acquisition and benefits of Wyeth to:– The media – Wall Street– U.S. Government (including regulators)– Employees of the combined company– Physicians and patients who take Pfizer and Wyeth products

• Develop a one-page list of key messages.• A calendar showing how all this would be communicated assuming

the deal is completed on Nov.2nd.

Team 2 Exercise: Damage

Control for David

Letterman

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Team 2 Exercise

• Worldwide Pants, David Letterman’s company, is asking you to develop a communications campaign that effectively minimizes the publicity fallout of the sexual blackmail story and limits damage to ratings.

• Campaign should position Letterman as a victim, acknowledge sexual affairs he had with CBS employees but minimize fallout.

• Campaign should cover:– The media

• Campaign should target:– Letterman’s core fans – women 28-62.

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Team 2 Exercise

• Develop a one-page list of key messages.

• A calendar showing how all this would be communicated.

• The client is open to any and all innovative ideas that will restore Letterman’s tarnished image and credibility.

Team 3 Exercise: Communicate the Launch

of an Integrated Business System Initiative/SAP Implementation to

Employees of a Professional

Services Firm

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Team 3 Exercise

• A professional services firm with 36,000 employees and a federation of independent companies worldwide is tying together all of its disparate data systems worldwide.

• This will be based on an SAP implementation.• The Integrated Business Systems project will allow the

company to access data on clients and employees anywhere in the world … something it can not do now.– The implementation means the firm will be able to better serve

global clients no matter where they do business. – It will allow the firm to instantly identify and dispatch qualified

consultants to clients in any geography.– Personnel/payroll records will follow employees wherever they

are based and will not have to be recreated if they are transferred.

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Team 3 Exercise

• The company wants you to develop a communications campaign that tells employees and clients about the program’s launch and what it will mean.

• The campaign should communicate key details and benefits of the launch to:– IT employees– All employees outside of IT– Clients

• Develop a one-page list of key messages.• A calendar showing how all this would be

communicated.• The system launches Jan. 3, 2010.

Team 4 Exercise: Selling the Trump Parc Tower in

Stamford

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Team 4 Exercise • In Stamford, condo sales have dropped 50% in 1H09.• Trump Parc Tower, the city’s largest high rise, is less than half sold

(68 out of 170 units).• The developer, Thomas Rich, is reducing prices on selected one, two

and three bedroom units by more than 15%.• He wants to launch a campaign targeting renters who don’t have to

unload a home to buy.

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Team 4 Exercise

• Create a communications strategy that will draw attention to the new pricing plan and will target renters in New York, Westchester and Fairfield counties.

• Your strategy should outline a campaign that targets consumers mainly through the news media – print, electronic and broadcast.

• The campaign should also show how you will let employees from the development companies (Trump, Thomas Rich and Louis Cappelli) know about the plan.

• Outline tactics and provide a sample message in each that the client can review.

• Develop a one-page list of key messages.• A calendar showing how all this would be

communicated.

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Effective Presentations

Doug Jeffries on Effective Presentation Skills

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Making Effective Presentations

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• Research has shown that most messages are delivered through nonverbal means:

– 7% is conveyed by actual words or content

– 38% is transmitted by tone of voice and volume of speech

– 55% is delivered via non-verbal information, such as facial expressions, posture, hand gestures, and how you carry yourself

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Body Positioning

• Don’t stand directly in front of your slides, charts, graphs

• Place yourself to the left of the screen as we read from left to right

• Use your hand, pointer, or mouse to direct attention to important points, with the information to your writing-hand side

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Body Positioning

• Direct all speech at your audience; don't talk into the screen or flip chart

• Don’t hide behind a podium or table, or sit in such a way that some or all audience members can’t see and/or hear you

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Opening and Introduction

• The opening should capture and hold the listeners’ attention

• In the first minute, you should state the problem (need or opportunity) that is the focus of your discussion

• Explain why is it important, who it affects, and how

• Tell them what your going to tell them in response the problem, need, opportunity, or situation

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Delivery• Now tell them what you came

to tell them • Be convincing, know your

material • Present your logical points in a

confident and organized way • Stress the main points of the

content; reiterate them throughout your presentation

• Be objective and air both positive and negative views where appropriate

• Listeners should be able to build their notes into a near replica of your presentation outline

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Conclusion• Finally, tell them what you

told them • Tie all your ideas together in

a summary that clearly and neatly packages your message

• When ending your presentation, the audience should leave with an unmistakable understanding of your message

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Presentation Killers

• Don’t practice (80/20 rule)• Hide behind visuals• Hug the podium• No focus• Don’t frame the talk • Don’t recap key points• Overload your presentation with complexity• Veer off the agenda• Talk for more than 15 minutes• Talk in a monotone

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• Follow the 10/20/30 Rule: – A presentation shouldn’t have more than 10 slides– Be no longer than 20 minutes or have slides written in less than

30 point type

• Incorporate the Rule of 3 because we remember in threes (3 Stooges, three blind mice) … and if applicable, leave your audience with three ideas you want them to remember.

• Nonverbal Communications Strategies

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Context: Less is More

“Blessed is the man who, having nothing to say, abstains from giving in words evidence of the fact.”

British Novelist George Eliot

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Context: Conversational Style

• Strive for a conversational style that’s always business like, professional.

• Write the way you talk.

• But don’t overwrite.

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Email: Too Much is Self-Defeating

To: All SupervisorsFrom: Joel Cairo

Hurricane Raoul is about 200 miles south of Charleston, S.C. He is still a Category 5 hurricane with sustained winds of 175 mph … gusts to 220.

He is moving North by Northwest very speedily and will arrive here by midnight. The Hurricane Center expects Raoul to move across South Carolina and then up the East Coast through Atlantic City and points north to Boston before tracking westward ho. We think the track will continue north but who are we to question the experts at the National Weather Bureau? After all, they hired my brother-in-law so how good can they really be? This in indeed as strong a tropical storm as we can ever hope to see in our part of the country. Then again it might peter out and all the fuss will have been for nothing. But right now we know that winds will steadily increase and be strongest around midnight. Lots of rain and thunder-storms expected along with this storm. The storm is expected to move out of the region by tomorrow afternoon but in the meantime coastal areas will have to be carefully monitored and all safety precautions regarding personnel, equipment and facilities will must be taken.

To: All Supervisors

From: J. Cairo

Hurricane Raoul is expected to arrive here by midnight. Thunderstorms and rain will accompany this storm until it moves out of the area by late afternoon tomorrow.

Please take immediate appropriate precautions regarding personnel, vulnerable outdoor equipment, and facilities.

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Composing Power E-mails

Subject Lines

• Create precise attention-getting subject lines:

– Revised Customer Service Procedures

– Action Required: Selecting Your Health Benefits

– Company Announces Second Quarter Earnings Results

– Jet Flyovers Scheduled Today Over Manhattan

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Avoid weak openings

• WEAK: “This is in response to the message I received from you concerning the best time for us to meet …” vs.

• STRONG: “Evan and I can meet with your at 2 pm on Friday to discuss plant safety.”

• WEAK: “The purpose of this email is to inform you that the Maintenance Department will begin work on the following list of various outdoor repairs on June 28, but you need to know that all this depends on the weather …” vs.

• STRONG: “The Maintenance Department will begin work on the outdoor repairs listed below on June 28.”

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Content

• Organize content for easier reading:– Provide the most important information first.– Visualize the details of your message as section of an

inverted pyramid that follow either:• Cause/effect• Problem/Solution

– Or: • Who? Where? • What? Why?• When? How?

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Tone

• Strike a balance between language that seems conversational but is also precise and professional.

• Use contractions selectively (“I’ll call you on Friday if the package doesn’t arrive by noon”).

• Use personal pronouns such as I, we, and you to convey directness.

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Tone

• Avoid using “one” because it’s pontifical (“One should be able to complete the test in an hour”).

• It’s okay to end sentences with prepositions (“Who are you attending the meeting with?”) but don’t overdo it.

• However familiar you may be with the reader, corporate e-mail must reflect a formal cordiality, dignity and seriousness of purpose.

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General Guidelines

• Page 130 of text.

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When to Use Email

• Email works best for direct and non-time sensitive information. Use email when: – Action is required.– You need to reach a lot of people quickly.

BUT …

• Email is the most overused form of communication and the most ignored.

• If your message is urgent you need to say in the subject line so to ensure it’s not ignore or deleted. – But even that won’t guarantee an immediate response.

• Don’t rely on email as your sole communications vehicle. • Follow up in person or with a call if it’s one-on-one.

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Bad Email Habits

• Buried requests sandwiched between unimportant information. – “Hi Bob, I’ve been considering your

new proposal for adjusting the customer service policy. I think we should meet up and talk about it. Your proposal seems actionable, but I have a few concerns …” vs.

– “Hi Bob, I’ve been considering your new proposal for adjusting the customer service policy. I think we should meet up and talk about it. Your proposal seems actionable, but I have a few concerns. When do you want to meet up?”

• Trying to Be Clever– Don’t try to be witty or sarcastic in an e-

mail and pretend as if everything you say will be taken literally.

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Bad Email Habits

• Bulky Paragraphs– People don’t read e-mails, they skim. So

don’t write an eight sentence paragraph in one chunk.

– If it’s more than six lines split it up in easy to digest paragraphs.

– If the info is really important use a one-line paragraph.

– Multiple pieces of important information? Make a quick bulleted list. (Like this one)

• Playing Email Tag– It annoys a lot of people.– Don’t use email to carry on a conversation.– Use the phone or IM.

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Recap: When to Email

• Email is most widely used tool for business communications.

• Before you hit the send button, remember the 3 Cs of email – be clear, be concise and be complete.

• Do not use email as an excuse for avoiding personal contact.

• Use the subject field to indicate content and purpose.

• Send to and copy as few people as possible. Avoid hitting the reply to all button.

• Remember that your tone can’t be heard in the email; refrain from sending humor in email. All email can be taken out of context.

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Edit This Message

In the second month of the third quarter, we will begin a process that will minimize our energy costs by an estimated 65 percent and reduce our overall carbon footprint.

This process is called “electrical minimization” and it involves the cessation of illumination on floors where standard occupational activities have ceased after normal working hours.

To facilitate this new procedure, illumination devices will cease operations on these floors promptly at 6:00 p.m. Eastern Standard Time.

For this practice to be effective, all employees must comply.

86

Writing Assignment

• Write an email to your manager or someone you’ve worked for proposing a project you feel passionately about.

• Give the rationale, benefits and why it is important.• Give next steps.• Encourage feedback.

87

Ch.1: Effective Writing

Keys to Effective Writing • Recognize that writing is

inherently stressful • Do whatever you can to relax • Don’t dwell on deadline• Think through the assignment• Make sure you understand it• Get coffee• Call someone• Do anything but write.

88

Effective Writing Habits

• Pay attention to your environment• You’ll write best where you’re comfortable• Quiet, secluded rooms are often best.

89

Ch. 2 Getting Started

• Readable writing makes the best impression – Conveys your ideas with clarity, precision– Reader: I understand every word the writer is trying to express.

BeforeHigh-quality learning environments are a necessary precondition for facilitation and enhancement of the ongoing learning process.

AfterChildren need good schools if they are to learn properly.

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Ch. 2: Getting Started

BeforeIf there are any points on which you require explanation or further particulars we shall be glad to furnish such additional details as may be required by telephone.

AfterIf you have any questions, please phone.

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Ch. 2: Writing Clearly

• Ten Principles of Clear Writing

• Accept the fact that there is no perfect writing … writing is always evolving and can always be improved.

92

Ch. 3: Knowing the Reader

What do you need to know before you write?

• What’s the goal/point of the message?

• Is audience internal or external?

• Do you know the reader? • What are the reader’s concerns

or expectations?• Will others (outside of the

primary readers) see this?• How much do they know about

the subject?– Do they have the expertise to

understand the content?

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Ch. 3: Knowing the Reader

Key Points

• The less your reader knows, the more you need to explain by:

– Framing the issue/topic– Providing background or

context– Explaining technical terms,

abbreviations– Using illustrations– Possibly an executive

summary

94

Ch. 3: Writing for the Reader

The Basic Roadmap

1. Begin with a topic sentence 2. Provide details to support or

clarify your initial statement3. Conclusion or closing

completes your message and provides a sense of unity with:

– Recommendations– Solutions – Calls for action

• Pages 34-35

95

Writing Assignment

• Write a letter to someone you know recommending a movie or book you’ve recently seen

• Explain why they should see the movie or read the book

• Provide details supporting your opening statement

• Develop a conclusion that urges action and tells the reader where they can see the movie or buy the book.

96

Final Notes on Resumes

• Present information selectively about your professional experience– Highlight information that

will help you get the job

• Avoid salary listings or expectations – Save that for the interview

• Use action verbs to describe your accomplishments– Page 175 in text.

97

Final Notes on Resumes

• Typos are killers– Proof read carefully

• Take credit for what you’ve done but don’t stretch the truth.

98

Writing Instructions

• Not the place to show off your writing skills

• Assume the reader knows nothing about how to do this or assembling

• Clarity, simplicity is paramount.

99

Tips for Writing Instructions

• Know your audience

• Provide a brief introduction – What is the purpose of

the document– Who should read it– What are outcomes– What it will not do– List of requirements

(what is need for the job)

100


• Write each step as a command– “Insert Tab A into Tab B” Not– “Tab B should be inserted

into Tab A”

• Use numbers for commands, bullets for options

101


• Use easy to understand visuals

• Use simple words and sentences – Use active words, not

passive– I.e., “Turn the screw three

times to the right.” Not

– The screw is turned three times to the right.”

102

Writing Assignment

• Write step-by-step instructional guidelines, i.e., directions, assembly instructions, recipe, etc., that clearly and concisely demon-strate how to do something that you know how to do.

103


Doug Jeffries on Effective Presentation Skills

104


Making Effective Presentations

105


• Research has shown that most messages are delivered through nonverbal means– 7 % is conveyed by actual words

or content – 38% is transmitted by tone of

voice and volume of speech – 55% is delivered via non-verbal

information, such as facial expressions, posture, hand gestures, and how you carry yourself

106


Body Positioning• Don’t stand directly in front of

your slides, charts, graphs • Place yourself to the left of the

screen as we read from left to right

• Use your hand, pointer, or mouse to direct attention to important points, with the information to your writing-hand side

• Direct all speech at your audience; don't talk into the screen or flip chart

• Don’t hide behind a podium or table, or sit in such a way that some or all audience members cannot see and/or hear you

107


Opening and Introduction

• The opening should capture and hold the listeners’ attention

• In the first minute, you should state the problem (need or opportunity) that is the focus of your discussion

• Explain why is it important, who it affects, and how

• Tell them what your going to tell them in response the problem, need, opportunity, or situation

108


Delivery• Now tell them what you came

to tell them • Be convincing, know your

material, • Present your logical points in a

confident and organized way • Stress the main points of the

content; reiterate them throughout your presentation

• Be objective and air both positive and negative views where appropriate

• Listeners should be able to build their notes into a near replica of your presentation outline

109


Conclusion• Finally, tell them what

you told them • Tie all your ideas

together in a summary that clearly and neatly packages your message

• When you end your presentation, the audience should leave with an unmistakable understanding of your message

110


• Follow the 10/20/30 Rule: – A presentation shouldn’t have more than 10 slides– Be no longer than 20 minutes or have slides written in less than

30 point type

• Incorporate the Rule of 3 because we remember in threes (3 Stooges, three blind mice) … and if applicable, leave your audience with three ideas you want them to remember.

• Nonverbal Communications Strategies

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Effective Editing

• Look at your writing with cold eyes

– View your writing objectively

• Read your copy slowly.

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Effective Editing

Proofing vs. Editing

• Proofing is reviewing for mechanical directness (spelling, grammar, etc.)

• Editing focuses on clarity of content, format, tone, organization of ideas.

Edit first, proof last!

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Effective Editing

Revise by Section • Opening

– Introduce your message– Should state your

purpose, topic– Should arouse interest– Be concise

Before

Recent reports show that durable goods orders rose in June for the third month out of four, claims for unemployment are lower this year than during the same quarter of last year, and retail sales are rising.

After

Durable goods order rose for the third consecutive month in June, quarterly unemployment claims decreased, and retail sales rose.

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Effective Editing

Body • Each section must

contribute to message development

• Eliminate excess baggage

• Imagine you are being charged by the word.

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Effective Editing

Body/Before The number of people filing new claims for unemployment insurance in the week ending August 1 fell by 38,000 to 550,000 as the Labor Department received a larger than expected decline in not seasonally adjusted claims.

Labor's seasonal expectation was for a decline of 15,800 claims, but it received a much larger 48,300 decline, pulling down the overall seasonally adjusted number to 550k.

Economists were expecting claims to decline only to 580,000 from the 588,000 claims reported in the previous week. The four-week moving average calculation of first-time claims, which tends to smooth out fluctuations in weekly data, fell by 4,750 to 555,250, its lowest level since January.

Body/AfterThe number of first-time unemployment filers fell by 38,000 to 550,000 on Aug. 1, as seasonally adjusted claims declined more than expected.Officials were looking for a drop of 15,800 claims, but the actual number was much larger at 48,300, which reduced the overall seasonally adjusted number to 550k. Claims were expected to decline to only 580,000 from the 588,000 claims reported in the previous week. The four-week moving average of first-time claims, which tends to smooth out fluctuations in weekly data, fell by 4,750 to 555,250, its lowest level since January.

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Effective Editing

Conclusion • Restate the main

point, or• Summarize main

ideas, or• Draw conclusions, or • Suggest a

recommendation based on previous details

Ex.: As a result of changes in our production schedule, we must hire additional personal immediately.

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Editing Techniques

• Edit only after you've written the entire piece. If you stop to edit after every paragraph or sentence, you will disrupt the flow of your thoughts

• Take a break before starting to edit a longer message so you'll have a fresh perspective.

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Editing Techniques

• Verify the spelling of names, figures, dates, and addresses

• Be sure what you’re quoting is accurate and correct! Otherwise, rephrase the line and omit the quotation marks

• Follow your organization’s style guidelines, e.g., number of words required, font/font size specified, spacing, margins, etc.

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Effective Editing

Editing Content

• Be sure you did not stray from your topic. Are your paragraphs coherent?

• Did you fulfill your purpose for writing that piece?

• Did you provide enough supporting information and data (graphs, charts, figures) to support your purpose statement?

• If applicable, did your article answer the 5 Ws and H? Who, what, why, were, when and how.

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Effective Editing

What about tone and style?

• Does your work reflect your writing style or does it sound like a copied work?

• Did you use the active voice? Are you consistent with the point of view you used?

• Do your title and the words you used match the tone of your piece?

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Effective Editing

Edit for tightness:• Remove redundant and useless

words• Did you vary the length of your

sentences? Combining long with short sentences makes your article easier and more natural to read

• Is the body of your message longer than the introduction (lead)?

– Some writers focus on an effective lead to hook the readers but neglect the body of message.

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Rewrite this memo From: The Executive Committee

Date: Aug. 31, 2009

Subject: Year End Merit Increase Communication

The Performance Management Process is upon us. Over the next couple months, each of you should be meeting with your managers to review your performance against set objectives.

We have faced a turbulent world in FY09 and we are proud to say that we have persevered and succeeded under extraordinarily difficult circumstances. Unlike many companies, we have decided to award year end merit increases. However, we continue to face an uncertain world and are not approaching next year as “business as usual.” In order to constrain overheads and free up money to invest against brands, innovation and growth, our global merit pool will be reduced by almost half versus last year’s merit pool.

The implication of this decision is that significantly fewer colleagues will receive merit increases this year. Consistent with our Pay for Performance philosophy, we intend to diligently differentiate reward with performance levels and to first reward high performers that clearly exceed expectations. With the reduced merit increase pool, it is highly likely that this year there will be no increases for most solid contributors.

This is clearly an unusual year and this change does not reflect a permanent change in our compensation practices. It does reflect our view that the macroeconomic pressures we face will continue into the near future. We want you all to know that we deeply appreciate your commitment during this very challenging year. We remain optimistic about our future and our ability to grow and win. We are building a great organization, one that will emerge from these turbulent times stronger and better.

Sincerely

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Proofing vs. Editing

Recap• Proofing is reviewing

for mechanical directness (spelling, grammar, etc.)

• Editing focuses on clarity of content, format, tone, organization of ideas.


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Common Proofreading Errors

• Spelling • Punctuation • Commas • Apostrophes • Periods • Verbs • Subject-verb agreement • Pronouns • Other grammatical errors • Sentence fragments • Misplaced or dangling

modifiers


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Proofreading Techniques

• Read it out loud and also silently

• Read it backwards to focus on the spelling of words

• Use a spell checker and grammar checker as a first screening, but don't depend on them

• Have others read it• Read it slowly.

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• Use a blank sheet of paper to cover material not yet proofed

• Point with your finger to read one word at a time

• Don't proof for every type of mistake at once -- do one proof for spelling, another for missing/additional spaces, consistency of word usage, font sizes, etc.

• If you are editing within Word, use the "track changes" or "mark changes" function to make your comments apparent to other reviewers.

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• Print it and read it.

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• Read down columns in a table, even if you're supposed to read across the table to use the information

• Use editor's flags – Put #s in the document where

reviewers need to pay special attention, or next to items that need to be double-checked before the final proof print

– Do a final search for all # flags and remove them

• Give a copy of the document to someone else and keep a copy yourself.

– Take turns reading it out loud to each other.

– While one of you reads, the other one follows along to catch any errors and awkward-sounding phrases. This method also works well when proofing numbers and codes.

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• First, proof the body of the text. Then go back and proof the headings.

– Headings are prone to errors because copy editors often don't focus on them

• Double check fonts that are unusual (italic, bold, or otherwise different).

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Preparing to Proofread

• Write at the end of the day; edit first thing in the morning

• Listen to music or chew gum

– Proofing can be boring and requires focus and concentration

– Anything that can relieve pressure, while allowing you to still keep focused, is a benefit

• Avoid fluorescent lighting when proofing

– The flicker rate is actually slower than standard lighting

– Your eyes can't pick up inconsistencies as easily under fluorescent lighting.

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Preparing to Proofread

• Read something else between edits. This helps clear your head of what you expect to read and allows you to read what really is on the page.

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Proofreading Examples

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• Samples

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Tone and Style

• Tone, attitude are remembered far longer than content

• Emotions can undo even the simplest messages

– Post no angry or silly messages

• Always strive for a professional tone

• Avoid indifference

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Tone and Style

• Always start with a pleasant or natural sounding opening sentence

• Do not blurt out bad news – provide context, rationale, then deliver the news

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Tone and Style

• State the message directly – Don’t tap dance

around tough issues– Use clear language– Focus on what can be

done• Suggest optimism for

future resolution of issue and close cordially

• Avoid email if possible for bad news – use face-to- face.

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Tone and Style

• Be sensitive to the sound of words

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Audio/Video Message Types

Pros

• Many listeners receive same information at same time

• You control information

• Reduces travel costs

Audio and Video Conference Calls

Cons

• Audio: High tune-out factor, no visuals

• Not ideal for conveying details

• Fewer people tend to speak and those who do speak longer.

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Conference Calls

Pros

• Audio conference calls are the most under-used but highest value tool for helping a distributed team work together

• Conference calls are the simplest, least expensive, and most accessible way to bring a group together.

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Conference Call Killers

• Poor organization

• Weak agendas

• Boredom

– Usually from too much detail or poor organization

• Call runs long

• Long dissertations

• No clear action at end

• Multi-tasking

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• Participants should use the mute button when they’re not talking to reduce background noise.

• But the longer the mute button is on the more likely they’ll become disengaged.

• Solution: Don’t drone on, move on to other speakers, encourage participation.

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Avoid open ended questions: If you want a response to the last thing you’ve said, try not

to ask, "Any comments?" Better to ask for people to respond in sequence, e.g., "Can I

hear first from Bill, then from Elaine and Joe?"

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Effective Conference Calls

• Set an agenda• Remember to send out

the agenda before the meeting via e-mail or fax

• Stick to the item under discussion

• A minimal agenda is better than none.

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• Use a leader or moderator to run the call

• Should act as a host

• Ensures agenda moves seamlessly

• Moderates Q&As• Controls who has

the floor, and prevents chaos.

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• Use your voice, not your eyes

• In a meeting it's easy to look at the person you want to respond to your comment or question. This cues a response.

• On a conference call, you have to specifically ask that person - such as, "Paula, what do you think of that plan?

Education

Business comms baruch spring 2010