1. The Writing Situation:
Purpose, Audience, and Tone

2. Your Writing Situation
Sales Account Manager for Intel
Possible partnership with Apple, creating chip for next generation of phones/iPads
You are asked to write the proposal to Apple
What is at stake?
What are your odds of success?

3. Prewriting
Identify purpose and audience and consider the appropriate tone (the writing situation)
Decide what needs to be said and in what order
Choose the most appropriate format (letter, , report, etc.)

4. Purpose Why am I writing this document?
What am I hoping to accomplish?
Purposes
Create a record
Request or provide information
Persuade

5. Audience Who will read what I have written? Audience Types Expert
Layperson
Executive
Technician
Complex

6. Audience and Categories of Communication
Upward: Intended for those above you in the workplace hierarchy
Lateral: Intended for those at your own level.
Downward: Intended for those below you in the hierarchy.
Outward: Intended for those outside your workplace.

7. Multiple Audiences
Primary Audience: the reader(s) for whom your document is primarily intended
Secondary Audience: Another reader(s) who may have reason to read part or all of your document

8. Global Audiences
Increasing amount of transcultural interaction in the workplace
Cultural differences are part of audience awareness
High-context culture: emphasis on background and the interpersonal
Low-context culture: emphasis on directness

9. Tone What attitude does my document convey? Angry Sad Helpful Calm
Respectful, etc.

10. Typical Tone: Reader-centered
Courteous and positive
Formal but not stuffy

11. Reader-Centered Perspective
You Approach
Emphasizing the reader’s needs and interests, especially by using “you” whenever possible
Positive Wording
Choosing words that emphasize the positive in a negative message

12. Layaway Policy: To avoid wasting valuable time, we insist that you bring your receipt to the layaway desk. OR Layaway Policy: So that we can serve you better, please bring your receipt to the layaway desk.

13. Examples
We are flattered that you want to open an account with us. We are open from 7 am to 4 pm. OR Thank-you for opening an account with us. For your convenience, we are now open from 7 am to 4 pm.

14. Ethical Responsibility
Don’t suppress, falsify, fabricate, or withhold information
Don’t overstate or understate
Don’t misquote
Avoid deliberately subjective wording
Avoid conflicts of interest
Do not plagiarize