1. Copyright © 2017 Pearson Education, Inc.

2. Excellence in Business Communication Chapter 5 Writing Business Messages Copyright © 2017 Pearson Education, Inc.

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 (1 of 3)

4. 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 (2 of 3)

5. 5.Define the four types of sentences, and explain how sentence style affects emphasis within a message. 6.Define the 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 Learning Objectives (3 of 3)

6. 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

7. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 7 Preferences Audience-Centered Approach Interests Wishes Hopes Adopting a “You” Attitude (1 of 2)

8. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 8 Adopting a “You” Attitude (2 of 2)

9. Maintaining Standards of Etiquette (1 of 2) RespectDiplomacy Tactfulness Copyright © 2017 Pearson Education, Inc.Chapter 5 - 9

10. Maintaining Standards of Etiquette (2 of 2) Copyright © 2017 Pearson Education, Inc.Chapter 5 - 10

11. 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 (1 of 2)

12. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 12 Emphasizing the Positive (2 of 2)

13. Using Bias-Free Language (1 of 2) Copyright © 2017 Pearson Education, Inc.Chapter 5 - 13 Gender Race/Ethnicity Age Disability

14. Using Bias-Free Language (2 of 2) Copyright © 2017 Pearson Education, Inc.Chapter 5 - 14

15. 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

16. Establishing Your Credibility (1 of 2) Copyright © 2017 Pearson Education, Inc.Chapter 5 - 16 Awareness of Audience Needs Credentials, Knowledge, and Expertise Honesty Objectivity

17. Establishing Your Credibility (2 of 2) Copyright © 2017 Pearson Education, Inc.Chapter 5 - 17 Endorsements Performance Sincerity Self-Confidence

18. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 18 Communication Style Communication Guidelines Projecting Your Company’s Image

19. 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

20. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 20 Don’t Confuse Texting and Writing Avoid Stale and Obsolete Language Avoid Preaching and Bragging Be Careful with Intimacy and Humor Creating a Conversational Tone

21. Using Plain Language Copyright © 2017 Pearson Education, Inc.Chapter 5 - 21 Prefer a Simple, Unadorned Style Support the “You” Attitude Show Respect for the Audience Boost Productivity and Profitability

22. Selecting Active Voice or Passive Voice (1 of 2) Copyright © 2017 Pearson Education, Inc.Chapter 5 - 22 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.

23. Selecting Active Voice or Passive Voice (2 of 2) Copyright © 2017 Pearson Education, Inc.Chapter 5 - 23 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.

24. 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

25. Choosing Powerful Words Copyright © 2017 Pearson Education, Inc.Chapter 5 - 25 Strong Words Effective Grammar Usage Correct Experience Judgment

26. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 26 Balancing Abstract and Concrete Words Characteristics  Concepts  Qualities Characteristics  Concepts  Qualities Abstract Words Characteristics  Tangible  Objective Characteristics  Tangible  Objective Concrete Words

27. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 27 Finding Words that Communicate Well Choose Strong, Precise Words Avoid Clichés and Buzzwords Choose Familiar Words Use Jargon Carefully

28. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 28 Using Plain Language

29. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 29 Powerful Words

30. 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

31. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 31 Choosing from Four Types of Sentences (1 of 2) One main clause Objects and phrases Simple Two main clauses Joined by conjunction Compound

32. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 32 Choosing from Four Types of Sentences (2 of 2) One main clause A dependent clause Complex Two main clauses A dependent clause Compound Complex

33. Using Sentence Style to Emphasize Key Thoughts Copyright © 2017 Pearson Education, Inc.Chapter 5 - 33 Wording Key Ideas Placing Key Ideas  Using Extra Words  Allocating Extra Space  As Sentence Subjects  In Dependent Clauses

34. Composing Your Message: Crafting Coherent Paragraphs (LO 6) Define the three key elements of a paragraph, and list five ways to develop unified, coherent paragraphs. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 34

35. Creating the Elements of a Paragraph Topic Sentence Introduction Summary Support Sentences Explanation Clarification Justification Transitions Connecting Previewing Smoothing Copyright © 2017 Pearson Education, Inc.Chapter 5 - 35

36. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 36 Common Approaches Illustration Pattern Classification Pattern Cause and Effect Pattern Problem and Solution Pattern Comparison or Contrast Pattern Developing Paragraphs

37. Writing for Mobile Devices (LO 7) List five techniques for writing effective messages for mobile readers. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 37

38. 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 Making Mobile Messages More Effective

39. Copyright © 2017 Pearson Education, Inc.Chapter 5 - 39 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.