Business Communication Skills for Managers Module 2 Writing

Business Communication Skills for Managers Module 2: Writing in Business

What are two keys to success in business communication?

Writing the Right Message

Learning Outcomes: Writing the Right Message 2. 1 Write a business communication given a specific audience and purpose 2. 1. 1 Explain the importance of audience to business communication 2. 1. 2 Discuss the importance of writing a clear and focused message in business 2. 1. 3 Differentiate between types for writing positive, negative, and persuasive messages

Audience The purpose of communication is to have the sender’s idea in mind reach the receiver’s mind with identical understanding. Communicating is not as simple and transparent as the image below suggests. Communication is surrounded by potential pitfalls and myriad opportunities for the main point to be lost or altered. Good communicators are mindful of the other potential audiences when they start writing since doing so can help advance the company and advance a career.

Audience (continued) General Communication System

Audience (cont. ) Downward and Upward Communication: • initiated by staff and directed at executives • examples: complaint or request Downward Communication: • initiated by executive levels to staff • examples: policy manuals, rules and regulations Horizontal Communication • information from peers to one of similar rank

Activity In groups of three, come up with a set of guidelines that the manager of an electronics store could give to her section managers when addressing the following problem: The store has unexpectedly run out a heavily discounted “doorbuster” item that has been widely advertised, and there are still customers in line at the front of the store hoping to buy the item. The store manager has to make sure that the section managers are consistent when explaining the situation to the customers. Also, while that news will be delivered verbally, the guidelines to be observed will be written down for future use in similar situations. What is the most effective way to craft the store’s message? How might the verbal message and the written guidelines differ given the audiences in question?

The Right Message Highlights purpose to narrow and organize communication Creates clear and efficient communication Focuses on positive, negative, and persuasive statements

The Right Message (cont. ) Positive Messages • • Routine or good news Sympathy messages Negative Messages • • Bad news- want to avoid quitting Refusal to provide refund, cancellation of event Persuasive Communications • • Need encouragement to act as sender desires When receiver is reluctant

Discussion What are some ways to avoid the ping-pong of communication according to the reading?

Word Choice and Tone

Learning Outcomes: Word Choices and Tone 2. 2 Discuss the impact that word choice and tone can have on a business message 2. 2. 1 Discuss strategies for creating reader-focused writing 2. 2. 2 Discuss strategies to avoid language that can confuse or exclude readers 2. 2. 3 Discuss strategies to avoid language that shows bias against individuals or populations 2. 2. 4 Discuss strategies to improve concision in writing 2. 2. 5 Discuss strategies to improve clarity in writing 2. 2. 6 Evaluate the parallel structure of sentences and passages 2. 2. 7 Discuss appropriate ways to indicate emphasis in business writing

Writing for the Reader Keep in mind that the audience is the receiver of the message Focus on how as a writer you can best convey message Remember the You-view concept • • Puts the receiver’s needs before sender’s needs Starts with what receiver needs to know

Language as an Obstacle Avoid: • • Clichés - overused, common sayings make writing boring Jargon - “technical terminology or characteristic idiom of a special activity or group” - can alienate audience, leading to disengagement Slang - informal and less credible Euphemisms/Doublespeak - addresses unpleasant topics in a polite way, disguises actual meaning

Bias-Free Writing Gender Bias: • • • use both genders keep in mind gendered pronouns use singular they Race and Ethnicity Bias: As a general rule in a business setting, do not mention a person’s race or ethnicity unless it is directly relevant to the situation. Disability Bias: avoid labeled nouns

Concise Writing Sentence Length: one subject, one verb phrase - related to reader comprehension Expressing ideas accurately • • prepositions - avoid “with” or “of” use verbs - more engaging reduce extra words - detract from meaning avoid repetition

Concise Writing (cont. ) Avoid Passive Voice - makes writing flat, note the use of “to be” verbs • “She was falling” versus “she fell” How to identify passive voice • • Something is happening Subject is not doing that thing

Clarity Precision • try to be clear and specific Plain Words • focus should be on reader understanding Lists • draw attention, add white space, emphasis

Parallel Construction Messages are easier to absorb for the reader Improves writing style • • Here is a positive example: “Yara loves running, swimming, and hiking” Here is an example of what not to do: “Yara loves running, to swim, and biking”

Emphasis Helps readers easily access intended message What is appropriate differs in the age of texting & social media Remember that business communications are a part of a professional setting. While humans write the communications, the situation remains one company communicating to another or to a customer.

Practice Question 1 Despite a high volume of foot traffic at the car dealership’s 4 th of July sale, the opportunity for increased sales was lost and somebody really dropped the ball. How could the statement be revised so as to be more effective?

Three-Part Writing Process

Learning Outcomes: Three-Part Writing Process 2. 3 Identify the three parts of the writing process 2. 3. 1 Discuss the importance of the planning stage in the writing process 2. 3. 2 Write a business message based on an outline using the appropriate components of a business message 2. 3. 3 Revise a business message for tone, message, and correctness

Planning Business Messages Take a great deal of analysis Determines how receiver likely feels about communication Enables writer to document process Use pre-writing, such as an outline which can guide you towards a particular goal

Planning Business Messages (cont. ) Messages contain: • • News states point Reasons supports news Goodwill and action should appear in your closing paragraph Buffer negative & persuasive messages

Planning Business Messages (cont. II) Persuasive Messages • Determines how likely receiver is going to comply with sender Organized by AIDA • (Awareness, Interest, Desire, Action) Opens with positive or negative message • • should be attention grabbing discuss details

Writing Business Messages Post planning: need to craft words and phrasing Must have writing skills • subject lines • constructing buffers • negative words and tone • You-View How to write persuasive, positive, and negative messages

Revising Business Messages Rearrangement and fine tuning of a draft is a highly critical step Use the two-step revision process Proofread - avoid fragments, run-ons

Word Processing Software

Learning Outcomes: Word Processing Software 2. 4 Use common word processing software to write business messages 2. 4. 1 Discuss common guidelines to create a professionally formatted document 2. 4. 2 Use Microsoft Word to create a visually appealing and accessible document 2. 4. 3 Use Google Docs to create a visually appealing and accessible document

Formatting Business Writing General format: • • • Non-indented paragraphs 1. 0 line spacing in paragraph 2. 0 line spacing between paragraphs Left margin: straight line Right margin: ragged or straight Font size: 10 or 12

Formatting Business Writing (cont. ) Business letter format: • Sender's address, date, inside address, salutation, body, closing, attachments Business Memo & Email Format • Pay close attention to subject line • Write a direct first sentence

Formatting Business Writing (cont. II) Style: • White space between words, paragraphs • Lists: easy-to-understand pattern • Headings: guide/provide messages • Font: Serif vs. Sans Serif • print Media vs. Digital Media

Microsoft Word Line and Paragraph Spacing Headers and Footers • • holds footnotes, page numbers, titles, etc. information repeated every page

Microsoft Word Spell & Grammar Check • • compares words against dictionary or database press F 7 to open Sentence Length • • File > Options > Proofing “Show readability statistics”

Google Docs Line and Paragraph Spacing • • select lines Format > Line Spacing Adding headers, footers, & page numbers • • • Insert > Header & page number choose Header or Footer enter text Spell & Grammar Check • Sentence Length • • Tools > word count Command+Shift+C

Practice Question 2 Katy sat down at the office computer to fix the monthly vendor letter and realized she’d need to start from scratch. The digital file had somehow been lost (or never saved), and all she has is a paper copy. Working in Google Docs, where will Katy find the settings that will help her get the line spacing and indent correct? a) selecting Format and then choosing the Line Spacing command b) on the ribbon marked paragraph c) by using the [enter] key and [spacebar] repeatedly

Quick Review • • • Why is it important to know your audience and how to communicate with them? What are some ways to think about the purpose of a message and stay biasfree in your writing? Why is it important to always be clear, concise, and provide emphasis with your writing? How would you describe the planning, writing, and reviewing stages of business communication? What are the important things to remember when you use Microsoft Word and Google Docs to write messages?