Business Communication Today Fourteenth Edition Chapter 5 Writing

Learning Objectives (1 of 2) 5. 1 Identify the four aspects of being sensitive to audience needs when writing business messages. 5. 2 Explain how establishing your credibility and projecting your company’s image are vital aspects of building strong relationships with your audience. 5. 3 Explain how to achieve a tone that is conversational but businesslike, explain the value of using plain language, and define active voice and passive voice. Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Learning Objectives (2 of 2) 5. 4 Describe how to select words that are both correct and effective. 5. 5 Define the four types of sentences, and explain how sentence style affects emphasis within a message. 5. 6 Define three key elements of a paragraph, and list five ways to develop unified, coherent paragraphs. 5. 7 List five techniques for writing effective messages for mobile readers. Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Adapting to Your Audience: Being Sensitive to Audience Needs • LO 5. 1 Identify the four aspects of being sensitive to audience needs when writing business messages. Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Using the “You” Attitude • Use Second Person Pronouns • Show Interest in Your Audience • Respect Cultural Preferences • Adhere to Organizational Policies Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Maintaining Standards of Etiquette • Respect Your Audience • Minimize Negative Emotional Reactions • Use Diplomacy and Tact • Be Conscious of the Correct Level of Formality • Choose the Medium Best-Suited to Your Message Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Emphasizing the Positive Avoid Negative Language Focus on Opportunities for Improvement Emphasize Audience Benefits Use Euphemisms Appropriately Ease the Emotional Burden on the Writer Soften the Blow to the Audience – Be Honest, Not Harsh Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Using Bias-Free Language • Gender Bias • Racial and Ethnic Bias • Age Bias

Adapting to Your Audience: Building Strong Relationships • LO 5. 2 Explain how establishing your credibility and projecting your company’s image are vital aspects of building strong relationships with your audience. Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Establishing Your Credibility (1 of 2) • Honesty • Objectivity • Awareness of Audience Needs • Credentials, Knowledge, and Expertise Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Establishing Your Credibility (2 of 2) • Endorsements • Performance • Sincerity Copyright ©

Projecting Your Company’s Image • Communication Style • Communication Guidelines Copyright © 2018, 2015,

Adapting to Your Audience: Controlling Your Style and Tone • LO 5. 3 Explain how to achieve a tone that is conversational but businesslike, explain the value of using plain language, and define active voice and passive voice. Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Creating a Conversational Tone • Understand the Difference Between Texting and Writing • Avoid Preaching and Bragging • Be Careful with Intimacy • Be Careful with Humor Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Use Plain Language • Helps Audience Easily Grasp Meaning • Supports the “You” Attitude • Shows Respect for Audience • Increases Productivity • Helps Diverse, Global Audiences Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Selecting the Active or Passive Voice Table 5. 4 Choosing Active or Passive Voice In general, avoid passive voice to make your writing lively and direct. Dull and Indirect in Passive Voice Lively and Direct in Active Voice The new procedure was developed by the operations team. The operations team developed the new procedure. Legal problems are created by this contract. This contract creates legal problems. Reception preparations have been undertaken by our PR people for the new CEO’s arrival. Our PR people have begun planning a reception for the new CEO. However, passive voice is helpful when you need to be diplomatic or want to focus attention on problems or solutions rather than on people. Accusatory or Self-Congratulatory in Active Voice More Diplomatic in Passive Voice You lost the shipment. The shipment was lost. I recruited seven engineers last month. Seven engineers were recruited last month. We are investigating the high rate of failures on the final assembly line. The high rate of failures on the final assembly line is being investigated. Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Composing Your Message: Choosing Powerful Words • LO 5. 4 Describe how to select

Three Levels of Writing • Strong Words • Effective Sentences • Coherent Paragraphs Copyright

Understanding Denotation and Connotation Denotative Words Explicit Literal or Dictionary Meaning Connotative Words Implicit Includes all Associations and Feelings Evoked by the Word Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Balancing Abstract and Concrete Words • Abstract Words – Concepts – Quality – Characteristic • Concrete – Touch – See – Visualize Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Finding Words That Communicate Well • Choose Strong, Precise Words • Choose Familiar Words • Avoid Clichés and Buzzwords • Use Jargon Carefully Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Composing Your Message: Creating Effective Sentences • LO 5. 5 Define the four types of sentences, and explain how sentence style affects emphasis within a message. Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Choosing From the Four Types of Sentences (1 of 2) Simple Sentence One Main Clause Objects and Phrases Compound Sentence Two Main Clauses Joined by Conjunction Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Choosing From the Four Types of Sentences (2 of 2) Complex Sentence One Main Clause (Independent Clause) One or More Subordinate Clause (Dependent Clauses) Compound Complex Sentence Two Main Clauses At Least One Clause Contains a Subordinate Clause Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Using Sentence Style to Emphasize Key Thoughts • Wording Key Ideas – Devoting More Words to Key Thoughts – Sentence Style – Characteristic • Placing Key Ideas – At the Beginning or End of a Sentence – Making Key Thoughts The Subject – In Dependent Clauses Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Composing Your Message: Crafting Unified, Coherent Paragraphs • LO 5. 6 Define three key elements of a paragraph, and list five ways to develop unified, coherent paragraphs. Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Creating the Elements of a Paragraph Topic Sentence Summary of the General Idea Reminds Reader of the Purpose of Each Paragraph Support Sentences Transitions Support and Expand the Topic Help Readers Move Between Sentences and Paragraphs Clarify and Justify Creates a the Topic Smooth, Even Flow Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Choosing the Best Way to Develop Each Paragraph (1 of 2) • Five ways to develop paragraphs: – Illustration – Comparison or contrast – Cause and effect – Classification – Problem and solution Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.

Writing Messages for Mobile Devices • LO 5. 7 List five techniques for writing

Choosing the Best Way to Develop Each Paragraph (2 of 2) • Use Linear Organization • Prioritize Information • Write Shorter, More Focused Messages • Use Shorter Subject Lines and Headings • Use Shorter Paragraphs Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.