Copyright 2017 Pearson Education Inc Excellence in Business
Copyright © 2017 Pearson Education, Inc.
Excellence in Business Communication Chapter 5 Writing Business Messages Copyright © 2017 Pearson Education, Inc.
Learning Objectives (1 of 3) 1. Identify the four aspects of being sensitive to audience needs when writing business messages. 2. Explain how establishing your credibility and projecting your company’s image are vital aspects of building strong relationships with your audience. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 3
Learning Objectives (2 of 3) 3. Explain how to achieve a tone that is conversational but businesslike, explain the value of using plain language, and define active and passive voice. 4. Describe how to select words that are both correct and effective. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 4
Learning Objectives (3 of 3) 5. Define the four types of sentences, and explain how sentence style affects emphasis within a message. 6. Define three key elements of a paragraph, and list five ways to develop unified, coherent paragraphs. 7. List five techniques for writing effective messages for mobile readers. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 5
Adapting to Your Audience: Being Sensitive to Your Audience’s Needs (LO 1) Identify the four aspects of being sensitive to audience needs when writing business messages. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 6
Adopting a “You” Attitude (1 of 2) Audience-Centered Approach Hopes Wishes Copyright © 2017 Pearson Education, Inc. Interests Preferences Chapter 5 - 7
Adopting a “You” Attitude (2 of 2) Copyright © 2017 Pearson Education, Inc. Chapter 5 - 8
Maintaining Standards of Etiquette (1 of 2) Respect Diplomacy Tactfulness Copyright © 2017 Pearson Education, Inc. Chapter 5 - 9
Maintaining Standards of Etiquette (2 of 2) Copyright © 2017 Pearson Education, Inc. Chapter 5 - 10
Emphasizing the Positive (1 of 2) • Avoid Negative Language: – Focus on ways to improve. – Emphasize audience benefits. • Use Euphemisms Appropriately: – Be honest but not harsh. – Don’t hide the facts. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 11
Emphasizing the Positive (2 of 2) Copyright © 2017 Pearson Education, Inc. Chapter 5 - 12
Using Bias-Free Language (1 of 2) Gender Age Avoid Bias Race/Ethnicity Copyright © 2017 Pearson Education, Inc. Disability Chapter 5 - 13
Using Bias-Free Language (2 of 2) Copyright © 2017 Pearson Education, Inc. Chapter 5 - 14
Adapting to Your Audience: Building Strong Relationships (LO 2) Explain how establishing your credibility and projecting your company’s image are vital aspects of building strong relationships with your audience. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 15
Establishing Your Credibility (1 of 2) Honesty Objectivity Awareness of Audience Needs Credentials, Knowledge, and Expertise Copyright © 2017 Pearson Education, Inc. Chapter 5 - 16
Establishing Your Credibility (2 of 2) Endorsements Performance Sincerity Self-Confidence Copyright © 2017 Pearson Education, Inc. Chapter 5 - 17
Projecting Your Company’s Image Communication Style Copyright © 2017 Pearson Education, Inc. Communication Guidelines Chapter 5 - 18
Adapting to Your Audience: Controlling Your Style and Tone (LO 3) Explain how to achieve a tone that is conversational but businesslike, explain the value of using plain language, and define the active and passive voice. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 19
Creating a Conversational Tone Don’t Confuse Texting and Writing Avoid Stale and Obsolete Language Avoid Preaching and Bragging Be Careful with Intimacy and Humor Copyright © 2017 Pearson Education, Inc. Chapter 5 - 20
Using Plain Language Prefer a Simple, Unadorned Style Support the “You” Attitude Show Respect for the Audience Boost Productivity and Profitability Copyright © 2017 Pearson Education, Inc. Chapter 5 - 21
Selecting Active Voice or Passive Voice (1 of 2) Dull and Indirect (Passive Voice) • Legal problems are created by this contract. • The new system was proposed by the project team. Lively and Direct (Active Voice) • This contract creates legal problems. • The project team proposed a new system. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 22
Selecting Active Voice or Passive Voice (2 of 2) Accusatory or Self-Congratulatory (Active Voice) • You lost the shipment. • I recruited seven engineers last month. More Diplomatic (Passive Voice) • The shipment was lost. • Seven engineers were recruited last month. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 23
Composing Your Message: Choosing Powerful Words (LO 4) Describe how to select words that are both correct and effective. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 24
Choosing Powerful Words Effective Grammar Usage Strong Words Correct Copyright © 2017 Pearson Education, Inc. Experience Judgment Chapter 5 - 25
Balancing Abstract and Concrete Words • Characteristics - Tangible - Objective Concrete Words Copyright © 2017 Pearson Education, Inc. • Characteristics - Concepts - Qualities Abstract Words Chapter 5 - 26
Finding Words that Communicate Well Choose Strong, Precise Words Choose Familiar Words Avoid Clichés and Buzzwords Use Jargon Carefully Copyright © 2017 Pearson Education, Inc. Chapter 5 - 27
Using Plain Language Copyright © 2017 Pearson Education, Inc. Chapter 5 - 28
Powerful Words Copyright © 2017 Pearson Education, Inc. Chapter 5 - 29
Composing Your Message: Creating Effective Sentences (LO 5) Define the four types of sentences, and explain how sentence style affects emphasis within a message. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 30
Choosing from Four Types of Sentences (1 of 2) Simple • One main clause • Objects and phrases • Two main clauses Compound • Joined by conjunction Copyright © 2017 Pearson Education, Inc. Chapter 5 - 31
Choosing from Four Types of Sentences (2 of 2) Complex • One main clause • A dependent clause Compound • Two main clauses Complex • A dependent clause Copyright © 2017 Pearson Education, Inc. Chapter 5 - 32
Using Sentence Style to Emphasize Key Thoughts Wording Key Ideas Placing Key Ideas Copyright © 2017 Pearson Education, Inc. Using Extra Words Allocating Extra Space As Sentence Subjects In Dependent Clauses Chapter 5 - 33
Composing Your Message: Crafting Coherent Paragraphs (LO 6) Define three key elements of a paragraph, and list five ways to develop unified, coherent paragraphs. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 34
Creating the Elements of a Paragraph Topic Sentence • Introduction • Summary Support Sentences • Explanation • Clarification • Justification Copyright © 2017 Pearson Education, Inc. Transitions • Connecting • Previewing • Smoothing Chapter 5 - 35
Common Approaches Developing Paragraphs • Illustration Pattern • Classification Pattern • Cause and Effect Pattern • Problem and Solution Pattern • Comparison or Contrast Pattern Copyright © 2017 Pearson Education, Inc. Chapter 5 - 36
Writing for Mobile Devices (LO 7) List five techniques for writing effective messages for mobile readers. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 37
Making Mobile Messages More Effective • Use a linear organization. • Prioritize information. • Write short, focused messages. • Use shorter subject lines and headings. • Compose shorter paragraphs. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 38
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2017 Pearson Education, Inc. Chapter 5 - 39
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