Post on 26-Nov-2014
transcript
© 2010 Thomson South-WesternInstructor Only Version
CHAPTER 2CHAPTER 2
PlanningPlanningBusinessBusinessMessagesMessages
Chapter 2, Slide 2Mary Ellen Guffey, Essentials of Business Communication, 8e
Basics of business writingBasics of business writing
Business messages are different from college essays, term papers, and messages to friends.
Conciseness and clarity count.
ISTOCKPHOTO.COM/ZSOLT NUYLASZI
Chapter 2, Slide 3Mary Ellen Guffey, Essentials of Business Communication, 8e
Purposeful Persuasive Economical Audience oriented
The best business writing isThe best business writing isThe best business writing isThe best business writing is
Following a process can make you a better writer or speaker.
Chapter 2, Slide 4Mary Ellen Guffey, Essentials of Business Communication, 8e
The Writing ProcessThe Writing ProcessThe Writing ProcessThe Writing Process
Chapter 1, Slide 5Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 5Mary Ellen Guffey, Essentials of Business Communication, 8e
Approximately how much time should be spent at each stage?
Chapter 2, Slide 6Mary Ellen Guffey, Essentials of Business Communication, 8e
Analyzing Your Purpose Analyzing Your Purpose and Channeland Channel
Identify your purpose. Why are you writing? What do you hope to achieve?
JON FEINGERSH / ICONICA / GETTY IMAGES
Chapter 2, Slide 7Mary Ellen Guffey, Essentials of Business Communication, 8e
Select the best channel.Select the best channel.Select the best channel.Select the best channel.
Fax
Letter
Memo
Report
Telephone
Voice mail
Meeting
Conversation
Web site
Chapter 2, Slide 8Mary Ellen Guffey, Essentials of Business Communication, 8e
How important is the message? How fast do you need feedback? Is a permanent record essential? What is the cost of the channel? How much formality do you desire? How confidential or sensitive is the
message?
Select the best channel.Select the best channel.Select the best channel.Select the best channel.
Chapter 2, Slide 9Mary Ellen Guffey, Essentials of Business Communication, 8e
Profiling the AudienceProfiling the Audience
Primary Audience Who is the primary reader? What are my personal and professional
relationships with that person? What does the person know about the
subject? What kind of response should I expect?
Chapter 2, Slide 10Mary Ellen Guffey, Essentials of Business Communication, 8e
Profiling the AudienceProfiling the Audience
Secondary Audience Who else might see or hear this
message? Are they different from the primary
audience? How must I reshape the message for
the secondary audience?
Chapter 1, Slide 11Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 11Mary Ellen Guffey, Essentials of Business Communication, 8e
SpotlightAudienceBenefits
SpotlightAudienceBenefits
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Adapting to Task and Audience
Chapter 2, Slide 12Mary Ellen Guffey, Essentials of Business Communication, 8e
Spotlight Audience BenefitsSpotlight Audience BenefitsSpotlight Audience BenefitsSpotlight Audience Benefits
Focus your statements on the audience, not the sender.
We are promoting a new hospitalization plan that we believe has many outstanding benefits.
You will enjoy total peace of mind with our affordable hospitalization plan that meets all your needs.
Try this:Instead of this:
Chapter 1, Slide 13Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 13Mary Ellen Guffey, Essentials of Business Communication, 8e
CultivateA “You”
View
CultivateA “You”
View
SpotlightAudienceBenefits
SpotlightAudienceBenefits
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Adapting to Task and Audience
Chapter 2, Slide 14Mary Ellen Guffey, Essentials of Business Communication, 8e
Develop a “You” ViewDevelop a “You” ViewDevelop a “You” ViewDevelop a “You” View
Emphasize second-person pronouns (you/your) instead of first-person pronouns (I/we, us, our)
Before we can allow you to purchase items on this new account, we must wait two weeks to verify your credit.
You may begin making purchases on your new account in two weeks.
Try this:Instead of this:
Chapter 2, Slide 15Mary Ellen Guffey, Essentials of Business Communication, 8e
Quick Check
These are better:
You can now purchase HP computers at discounted prices.
We are now offering HP computers at discounted prices.
Revise these sentences:
We are pleased to announce that you have been approved to enroll in our leadership training program.
Congratulations! You have been selected to enter our leadership training program!
Develop a “You” ViewDevelop a “You” ViewDevelop a “You” ViewDevelop a “You” View
Chapter 1, Slide 16Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 16Mary Ellen Guffey, Essentials of Business Communication, 8e
SoundConversational
SoundConversational
CultivateA “You”
View
CultivateA “You”
View
SpotlightAudienceBenefits
SpotlightAudienceBenefits
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Adapting to Task and Audience
Chapter 2, Slide 17Mary Ellen Guffey, Essentials of Business Communication, 8e
Conversational LanguageConversational LanguageConversational LanguageConversational Language
The undersigned takes pleasure in . . .
I’m happy to . . .
Try this:Instead of this:
It may be of some concern to you to learn that your check has been received and your account has been credited for $250.
We’ve credited your account for $250.
Chapter 1, Slide 18Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 18Mary Ellen Guffey, Essentials of Business Communication, 8e
EmployPositive
Language
EmployPositive
Language
SoundConversational
SoundConversational
CultivateA “You”
View
CultivateA “You”
View
SpotlightAudienceBenefits
SpotlightAudienceBenefits
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Chapter 2, Slide 19Mary Ellen Guffey, Essentials of Business Communication, 8e
Positive LanguagePositive LanguagePositive LanguagePositive Language
Employees may not use the First Street entrance during remodeling.
Employees may use the Market Street entrance during remodeling.
Try this:Instead of this:
We cannot fill your order until we receive an exact model number.
We can fill your order once we receive an exact model number.
Chapter 2, Slide 20Mary Ellen Guffey, Essentials of Business Communication, 8e
Quick Check
These are better:
You will be paid promptly once the job is completed satisfactorily.
We must withhold payment until you complete the job satisfactorily.
Revise these sentences:
If you fail to follow each requirement, you will not receive your $50 rebate.
By following each requirement, you will receive your $50 rebate.
State Ideas PositivelyState Ideas PositivelyState Ideas PositivelyState Ideas Positively
Chapter 2, Slide 21Mary Ellen Guffey, Essentials of Business Communication, 8e
Unprofessional Conversational Formal
Found in
Some comic strips and songs, some commercials, some conversations, some IM and e-mail messages
Business messages, novels, most newspapers, and most magazines
Scientific writing, legal documents, scholarly books, formal essays, proclamations
Levels of Language UseLevels of Language Use
Chapter 2, Slide 22Mary Ellen Guffey, Essentials of Business Communication, 8e
Unprofessional Conversational Formal
Characterized by
Incorrect grammar, unpredictable sentence structure, inappropriate punctuation, slang, vulgarisms
Correct grammar and punctuation, conversational tone, simple sentence structure, familiar words
Correct grammar, serious tone, complex sentence structure, polysyllabic words
Levels of Language UseLevels of Language Use
Chapter 2, Slide 23Mary Ellen Guffey, Essentials of Business Communication, 8e
Levels of Language UseLevels of Language Use
Unprofessional Conversational Formal
Examples
wastednabbad-mouthdough, breadstewed, plasteredI ain’thumongoustight
ruinedcatchcriticizemoneyintoxicated, drunkI’m notenormousfrugal
annihilatedapprehenddisparagecurrencyinebriatedI am notprodigiouspenurious
Chapter 2, Slide 24Mary Ellen Guffey, Essentials of Business Communication, 8e
Quick Check
You have 15 financial plans from which to choose.
I have 15 different financial plans to offer my investors.
We want all newly hired employees to use our carpooling program for at least three months.
As a newly hired employee, you won’t have to drive to work for the first three months because you can carpool.
Revise to create reader benefits.Revise to create reader benefits.Revise to create reader benefits.Revise to create reader benefits.
Chapter 2, Slide 25Mary Ellen Guffey, Essentials of Business Communication, 8e
Quick Check
I’m happy to welcome you to our staff.
The undersigned takes great pleasure in welcoming you to our staff.
Per your request, we are sending under separate cover your May invoice.
As you requested, we are sending your May invoice separately.
Revise the following to sound Revise the following to sound conversational. conversational.
Revise the following to sound Revise the following to sound conversational. conversational.
Chapter 2, Slide 26Mary Ellen Guffey, Essentials of Business Communication, 8e
Hidden MessagesHidden MessagesHidden MessagesHidden Messages
Some words and phrases convey a negative and unpleasant tone. They may imply a hidden message that the writer does not intend. Think twice before using the following negative expressions.
Chapter 1, Slide 27Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 27Mary Ellen Guffey, Essentials of Business Communication, 8e
Hidden Meaning
You are careless
But I don’t believe you
You are careless
It’s probably untrue
I am right
You are not smart
You are at fault
You are inefficient, stupid and careless
Negative Language
You overlooked
You state that
You failed to
You claim that
You are wrong
You do not understand
Your delay
You forgot to
Chapter 1, Slide 28Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 28Mary Ellen Guffey, Essentials of Business Communication, 8e
UseInclusiveLanguage
UseInclusiveLanguage
EmployPositive
Language
EmployPositive
Language
SoundConversational
SoundConversational
CultivateA “You”
View
CultivateA “You”
View
SpotlightAudienceBenefits
SpotlightAudienceBenefits
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Chapter 2, Slide 29Mary Ellen Guffey, Essentials of Business Communication, 8e
Inclusive LanguageInclusive LanguageInclusive LanguageInclusive Language
Have you called a salesman?
Have you called a salesperson?
Try this:Instead of this:
Every executive has his own office.
All executives have their own offices.
Every executive has an office. All executives have offices. Every executive has his or
her own office.
This alternative is wordy and calls
attention to itself
Chapter 2, Slide 30Mary Ellen Guffey, Essentials of Business Communication, 8e
Quick Check
These are better:
Tenants may move in on May 1.
As soon as we receive your credit information, we can ship your order.
Positive and Inclusive LanguagePositive and Inclusive LanguagePositive and Inclusive LanguagePositive and Inclusive Language
Marcello Luna is the new accountant.
No tenant may move in until May 1.
Revise these sentences:
Because you failed to include your credit information, we cannot ship your order.
Marcello Luna is the new Mexican accountant.
Chapter 1, Slide 31Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 31Mary Ellen Guffey, Essentials of Business Communication, 8e
Draw onFamiliarWords
Draw onFamiliarWords
AdoptPlain
Language
AdoptPlain
Language
UseInclusiveLanguage
UseInclusiveLanguage
Use PositiveLanguage
Use PositiveLanguage
SoundConversational
SoundConversational
CultivateA “You”
View
CultivateA “You”
View
SpotlightAudienceBenefits
SpotlightAudienceBenefits
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Chapter 2, Slide 32Mary Ellen Guffey, Essentials of Business Communication, 8e
Plain LanguagePlain LanguagePlain LanguagePlain Language
Avoid federalese, bureaucratese, and inflated language.
Federalese: Each person to whom the request is herein addressed is henceforth solicited to submit, or to have his or her department representative submit, to the Department of Labor official described above, a comment on whether the proposed plan, in his or her considered view, meets the requirements of the 2003 law.
Simple Translation: You may wish to comment on whether the proposed plan meets the requirements of the 2003 law.
Chapter 2, Slide 33Mary Ellen Guffey, Essentials of Business Communication, 8e
Familiar WordsFamiliar WordsFamiliar WordsFamiliar Words
encounter meetextrapolate project
obligatory required
terminate end
Avoid long, difficult, and unfamiliar words. Use short, simple, and common words whenever possible.
Less familiar words Simple alternatives
Chapter 1, Slide 34Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 34Mary Ellen Guffey, Essentials of Business Communication, 8e
ChooseCourteous Language
ChooseCourteous Language
UseInclusiveLanguage
UseInclusiveLanguage
Use PositiveLanguage
Use PositiveLanguage
SoundConversational
SoundConversational
CultivateA “You”
View
CultivateA “You”
View
SpotlightAudienceBenefits
SpotlightAudienceBenefits
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Draw on Familiar Words
Draw on Familiar Words
AdoptPlain
Language
AdoptPlain
Language
Chapter 2, Slide 35Mary Ellen Guffey, Essentials of Business Communication, 8e
Try this:
Will you please complete this research by June 1.
You must complete this research by June 1.
Instead of this:
I am sick and tired of being the only one who removes jammed paper from the copier!
Let me show you how to remove jammed paper so that you can complete your copying.
Courteous LanguageCourteous LanguageCourteous LanguageCourteous Language
Avoid sounding demanding, preachy, or rude.
Chapter 2, Slide 36Mary Ellen Guffey, Essentials of Business Communication, 8e
Quick Check
You may have difficulty ending the contract. OR: It may be difficult to end the contract.
You may encounter difficulty in terminating the contract.
As stipulated, we extrapolated the budget figures for two years.
As required, we projected the budget figures for two years.
Revise the following using Revise the following using simple languagesimple language
Revise the following using Revise the following using simple languagesimple language
Chapter 2, Slide 37Mary Ellen Guffey, Essentials of Business Communication, 8e
Will you use workbooks during the required training period?
Will you utilize workbooks during the obligatory training period?
We anticipate that a majority of the alternative will be sufficiently fundamental to meet our requirements.
We expect that most of the choices will be sufficiently basic to meet our needs.
Revise the following using Revise the following using simple languagesimple language
Revise the following using Revise the following using simple languagesimple language
© 2010 Thomson South-WesternInstructor Only Version
ENDEND