Chapter 5 Preparing to Write Business Messages Mary Ellen Guffey, Business Communication: Process and Product, 5e Copyright © 2006

Ch. 5, Slide 2 Mary Ellen Guffey, Business Communication: Process and Product, 5e Business writing is... Purposeful.Purposeful. It solves problems and conveys information. Economical.Economical. It is concise. Reader oriented.Reader oriented. It focuses on the receiver, not the sender.

Ch. 5, Slide 3 Mary Ellen Guffey, Business Communication: Process and Product, 5e Guffey’s 3-x-3 Writing Process Phase 1: Prewriting Analyzing, anticipating, adapting Phase 2: Writing Researching, organizing, composing Phase 3: Revising Revising, proofreading, evaluating

Ch. 5, Slide 4 Mary Ellen Guffey, Business Communication: Process and Product, 5e Analyzing and Anticipating Analyze the task Identify the purpose Anticipate the audience Primary receivers? Secondary receivers? Select the best channel Importance of the message? Feedback required? Permanent record required? Cost of the channel? Degree of formality?

Ch. 5, Slide 5 Mary Ellen Guffey, Business Communication: Process and Product, 5e Choosing Channels Channel Face-to-face conversation Telephone call Voice mail message Fax Best use To share personal message, be persuasive, or deliver bad news; richest communication channel For convenience when nonverbal cues are unimportant To leave message for response when convenient To cross time zones, to produce written record, for speedy delivery To exchange information conveniently and quickly, but problematic for some messages

Ch. 5, Slide 6 Mary Ellen Guffey, Business Communication: Process and Product, 5e Choosing Channels Channel Face-to-face group meeting Video or teleconferencing Memo Letter Report Best use When group decisions and consensus are important To disperse data or elicit consensus from geographically dispersed group To produce formal, written record for insiders To produce formal, written record for customers and other outsiders To deliver complex data internally or externally

Ch. 5, Slide 7 Mary Ellen Guffey, Business Communication: Process and Product, 5e Adapting to Task and Audience Spotlight receiver benefits (the warranty starts working for you immediately). Cultivate the “you” view (you will receive your order). Use sensitive language avoiding gender, race, age, and disability biases (office workers, not office girls).

Ch. 5, Slide 8 Mary Ellen Guffey, Business Communication: Process and Product, 5e Adapting to Task and Audience Express thoughts positively (you will be happy to, not you won't be sorry that). Use familiar words (salary, not remuneration). Use precise, vigorous words (fax me, not contact me).

Ch. 5, Slide 9 Mary Ellen Guffey, Business Communication: Process and Product, 5e Developing Reader Benefits Sender-focused “We are requiring all staffers to complete these forms in compliance with company policy.” Receiver-focused “Please complete these forms so that you will be eligible for health and dental benefits.”

Ch. 5, Slide 10 Mary Ellen Guffey, Business Communication: Process and Product, 5e Developing Reader Benefits Sender-focused “Because we need more space for our new inventory, we’re staging a two-for-one sale.” Receiver-focused “You can buy a year’s supply of paper and pay for only six months’ worth during our two-for-one sale.”

Ch. 5, Slide 11 Mary Ellen Guffey, Business Communication: Process and Product, 5e Emphasize the “You” View “We” view We are issuing a refund. “You” view You will receive a refund. “We” view We take pleasure in announcing an agreement we made with Hewlett Packard to allow us to offer discounted printers in the student store. “You” view An agreement with Hewlett Packard allows you and other students to buy discounted printers at your convenient student store.

Ch. 5, Slide 12 Mary Ellen Guffey, Business Communication: Process and Product, 5e Writers are sometimes unaware of the hidden messages conveyed by their words. Hidden Negative Meanings

Ch. 5, Slide 13 Mary Ellen Guffey, Business Communication: Process and Product, 5e Use Bias-Free Language Gender-Biased female attorney waitress man hours workman Improved attorney server working hours worker Biased Each employee has his ID card. Improved Each employee has an ID card. All employees have ID cards.

Ch. 5, Slide 14 Mary Ellen Guffey, Business Communication: Process and Product, 5e Use Bias-Free Language Biased We hired an Indian programmer. Improved We hired a programmer. Biased Early-bird specials are only for old people. Improved Early-bird specials are only for people over 65.

Ch. 5, Slide 15 Mary Ellen Guffey, Business Communication: Process and Product, 5e Use Courteous Language Less Courteous Everyone must return these forms by January 1. More Courteous Please return the forms by January 1. Less Courteous This is the second time I’ve had to write! Why can’t you get my account straight? More Courteous Attached is my previous letter. Please help me straighten out this account.

Ch. 5, Slide 16 Mary Ellen Guffey, Business Communication: Process and Product, 5e Use Simple, Familiar Language Unfamiliar We need to effectuate improvement of our manuals to better elucidate our training goals. Familiar We need to improve our manuals to clarify our training goals. Unfamiliar Sales reps generally conjecture when making sales projections for homogeneous territories. Familiar Sales reps generally guess when projecting sales in similar territories.

Ch. 5, Slide 17 Mary Ellen Guffey, Business Communication: Process and Product, 5e Adapting to Legal Responsibilities

Ch. 5, Slide 18 Mary Ellen Guffey, Business Communication: Process and Product, 5e Avoid litigation by using especially careful language in four areas: Investment information Safety information Marketing information Human resources information Adapting to Legal Responsibilities

Ch. 5, Slide 19 Mary Ellen Guffey, Business Communication: Process and Product, 5e End