Chapter 4 Writing Process Phase 1: Analyze, Anticipate, Adapt Business Communication: Process and Product, 6e Mary Ellen Guffey Copyright © 2008

Business Writing Is… Purposeful Persuasive Economical Reader-oriented It conveys information and solves problems. Purposeful Its goal is to make the audience accept the message. Persuasive Economical It is concise and doesn’t waste the reader’s time. Reader-oriented It focuses on the receiver, not the sender. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Guffey’s 3-x-3 Writing Process 2 3 1 Prewriting Writing Revising Analyze Anticipate Adapt Research Organize Compose Edit Proofread Evaluate The writing process is recursive. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Scheduling the Writing Process 2 3 1 Prewriting Writing Revising about 25 percent of time about 45 percent for revising, 5 percent for proofing about 25 percent of time Don’t mar your effort by skimping on revising! Mary Ellen Guffey, Business Communication: Process and Product, 6e

Do All Writers Follow the Same Steps? Writers have different composition styles. The order of writing steps may vary. The process is recursive, not linear. Collaboration and working with a computer affect the writing process. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Do Short Messages Require a Writing Process? The steps may be condensed or performed rapidly, but good writers consider them all. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Writing With Teams: Phase 1 Phase 1: Prewriting Team members work closely to determine purpose, audience, content, organization 1 Prewriting Analyze Anticipate Adapt Mary Ellen Guffey, Business Communication: Process and Product, 6e

Writing With Teams: Phase 2 Phase 2: Writing Team members work separately. 2 Writing Research Organize Compose Mary Ellen Guffey, Business Communication: Process and Product, 6e

Writing With Teams: Phase 3 Phase 3: Revising Team members work together to synthesize, but one person may do final proofreading. Revising Edit Proofread Evaluate Mary Ellen Guffey, Business Communication: Process and Product, 6e

Anticipating Three Typical Business Audiences © Comstock Images / Jupiterimages Superiors Colleagues Customers Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

Selecting the Best Channel Fax? E-Mail? Letter? Memo? Voice mail? How important is the message? How much feedback is required? How fast is feedback needed? Is a permanent record necessary? How much can be spent? How formal and confidential is the message? Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

Adapting to Task and Audience: Eight Steps Spotlight audience benefits. 1 The warranty starts working for you immediately. 2 Cultivate the “you” view. You will receive your order. Your account is now open. Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

Adapting to Task and Audience: Eight Steps Use sensitive language, avoiding gender, race, age, and disability biases. 3 office workers, not office girls doctors/they, not doctor/he or nurse/she 4 Be conversational but professional. Your report was excellent, not Your report was totally awesome! Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

Adapting to Task and Audience: Eight Steps Express your thoughts positively. 5 you will be happy to… not you won’t be sorry that… 6 Be courteous. Please complete the report, not You must complete the report! Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

Adapting to Task and Audience: Eight Steps Simplify your language and use familiar words. 7 salary not remuneration begin not commence Use precise, vigorous words. 8 fax me, not contact me buy staples, not get those things for me Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

Developing Reader Benefits and “You” View “I” and “We” View “You” View We take pleasure in announcing an agreement we made with HP to allow us to offer discounted printers in the student store. An agreement with HP allows you and other students to buy discounted printers at your convenient student store. We are issuing a refund. You will receive a refund. We need your account number before we can do anything. Would you mind giving me your account number so that I can find your records and help you solve this problem? I have a few questions on which I would like feedback. Your feedback is important. Please answer a few questions. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Adapting to Legal and Ethical Responsibilities Avoid misleading information, exaggeration, half truths. Investment Information Safety Information Warn consumers of risks in clear, simple language. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Adapting to Legal and Ethical Responsibilities Avoid statements that falsely advertise prices, performance, quality, or other product features. Marketing Information Mary Ellen Guffey, Business Communication: Process and Product, 6e

Adapting to Legal and Ethical Responsibilities Assume that everything is copyrighted. Understand that Internet items are NOT in the public domain. Observe fair use restrictions. Copyright Information Mary Ellen Guffey, Business Communication: Process and Product, 6e

Four-Factor Test to Assess Fair Use $ Four-Factor Test to Assess Fair Use Purpose and character of the use Is the item to be used for profit or nonprofit? Nature of copyrighted work Is the information necessary for the public good? © Mary Ellen Guffey, Business Communication: Process and Product, 6e

Four-Factor Test to Assess Fair Use Amount and substantiality of portion used Is the amount to be copied a small portion of a large work or a substantial portion of a small work? Effect on the potential market for or value of the work. Does the fair-use copying interfere with the author’s potential profit from the original? Mary Ellen Guffey, Business Communication: Process and Product, 6e

How can you always be safe? Ensuring Fair Use How can you always be safe? Ask for permission to borrow. Mary Ellen Guffey, Business Communication: Process and Product, 6e

End Mary Ellen Guffey, Business Communication: Process and Product, 6e