1. Chapter 6 Organizing and Writing Business Messages
Mary Ellen Guffey, Business Communication:
Process and Product, 5e
Copyright © 2006

2. Formal Research Methods
Access electronically – Internet, databases, CD-ROMs
Search manually – books, articles, and other secondary sources
Investigate primary sources – interviews, surveys, focus groups
Experiment scientifically – tests with experimental and control groups
Mary Ellen Guffey, Business Communication: Process and Product, 5e 2

3. Informal Research and Idea Generation
Look in office files.
Talk with your boss.
Interview the target audience.
Conduct an informal survey.
Brainstorm for ideas.
Develop a cluster diagram.
Mary Ellen Guffey, Business Communication: Process and Product, 5e 3

4. Using a Cluster Diagram to Generate Ideas
1. In the center of a clean sheet of paper, write your topic name and circle it.
2. Around the circle, record any topic ideas that pop into your mind.
3. Circle each separate area.
4. Avoid censoring ideas.
5. If ideas seem related, join them with lines; don’t spend time on organization just yet.
Mary Ellen Guffey, Business Communication: Process and Product, 5e 4

5. Organizing Data Listing and outlining Grouping ideas into patterns.
Direct pattern for receptive audiences
Indirect pattern for unreceptive audiences
Mary Ellen Guffey, Business Communication: Process and Product, 5e 5

6. Organizing Cluster Diagram Ideas Into Subclusters
Tips
Analyze the idea generated in the original cluster diagram.
Cross out ideas that are obviously irrelevant; simplify and clarify.
Add new ideas that seem appropriate.
Study the ideas for similarities.
Mary Ellen Guffey, Business Communication: Process and Product, 5e 6

7. Organizing Cluster Diagram Ideas Into Subclusters
Tips
Group similar ideas into classifications (such as Purpose, Content, Development, and Form).
If the organization seems clear at this point, prepare an outline.
For further visualization, make subcluster circles around each classification.
Mary Ellen Guffey, Business Communication: Process and Product, 5e 6

8. Audience Response Determines Pattern of Organization
If pleased
If neutral
DIRECT PATTERN
Good News or
Main Idea
If mildly interested
Mary Ellen Guffey, Business Communication: Process and Product, 5e 8

9. Audience Response Determines Pattern of Organization
If unwilling or
uninterested
If hostile
INDIRECT PATTERN
If displeased or
disappointed
Bad News or
Main Idea
Mary Ellen Guffey, Business Communication: Process and Product, 5e 8

10. Composing
Mary Ellen Guffey, Business Communication: Process and Product, 5e 10

11. Creating Effective Sentences
Recognize phrases and clauses.
Use short sentences.
Emphasize important ideas.
Use the active voice for most sentences.
Use the passive voice to deemphasize the performer and/or to be tactful.
Avoid dangling and misplaced modifiers.
Mary Ellen Guffey, Business Communication: Process and Product, 5e 11

12. Recognizing Phrases and Clauses
Clauses have subjects and verbs; phrases do not.
Independent clauses are complete; dependent clauses are not.
Phrases and dependent clauses cannot function as sentences.
Independent Clause: They were eating cold pizza.
Dependent Clause: that they want to return for a refund
Phrase: to return for a refund
Mary Ellen Guffey, Business Communication: Process and Product, 5e 12

13. Using Short Sentences Sentence Length Comprehension Rate 8 words
100%
90%
80%
50%
Source: American Press Institute
Mary Ellen Guffey, Business Communication: Process and Product, 5e

14. Emphasizing Important Ideas
Position the most important idea at the beginning of the sentence.
Make sure the most important idea is the subject of the sentence.
Place the main idea in a short sentence.
Mary Ellen Guffey, Business Communication: Process and Product, 5e 14

15. Use the Active Voice for Most Sentences
Active voice: We lost money.
Active voice: I sent the message yesterday.
(The subject is the performer.)
Mary Ellen Guffey, Business Communication: Process and Product, 5e 15

16. Use the Passive Voice To Deemphasize the Performer and/or To Be Tactful
Passive voice: Money was lost (by us).
Passive voice: The message was sent yesterday (by me).
(Passive voice test: Ask “By whom?” If you can fill in the performer, the verb is probably in the passive voice.)
Mary Ellen Guffey, Business Communication: Process and Product, 5e 16

17. Avoid Dangling Modifiers
Dangling modifier: To be hired, an application must be completed.
Revision: To be hired, you must complete an application.
Revision: To be hired, fill out an application.
(In the last example, you is understood to be the subject of fill.)
Mary Ellen Guffey, Business Communication: Process and Product, 5e 17

18. Avoid Misplaced Modifiers
Misplaced modifier: The patient was referred to a psychiatrist with a severe emotional problem.
Revision: The patient with a severe emotional problem was referred to a psychiatrist.
Mary Ellen Guffey, Business Communication: Process and Product, 5e

19. Effective Paragraphs
Mary Ellen Guffey, Business Communication: Process and Product, 5e

20. Effective Paragraphs Drafting effective paragraphs
Discuss only one topic in each paragraph.
Arrange sentences in a strategic plan.
Link ideas to build coherence.
Use transitional expressions for coherence.
Compose short paragraphs for effective business messages.
Mary Ellen Guffey, Business Communication: Process and Product, 5e 20

21. Effective Paragraphs Discussing only one topic in each paragraph
Group similar ideas together.
Start a new paragraph for each new topic.
Mary Ellen Guffey, Business Communication: Process and Product, 5e 21

22. Arranging Sentences in a Strategic Plan
Effective Paragraphs
Arranging Sentences in a Strategic Plan
Direct Plan: main sentence followed by supporting sentences (for defining, classifying, illustrating, and describing ideas)
Pivoting Plan: limiting sentences, main sentence, supporting sentences (for comparing and contrasting)
Mary Ellen Guffey, Business Communication: Process and Product, 5e 22

23. Arranging Sentences in a Strategic Plan
Effective Paragraphs
Arranging Sentences in a Strategic Plan
Indirect Plan: supporting sentences, main sentence (for describing causes followed by effects)
Mary Ellen Guffey, Business Communication: Process and Product, 5e 22

24. Effective Paragraphs Linking ideas to build coherence
Sustain the key idea by repeating or rephrasing it.
Use a pronoun (. . . to fulfill three goals. They are . . .).
Dovetail sentences. Connect the beginning of each new sentence with a word from the end of the previous sentence (. . . to hire new employees. These employees . . .).
Mary Ellen Guffey, Business Communication: Process and Product, 5e 23

25. Effective Paragraphs Using transitional expressions for coherence
Recommended expressions:
additionally
also
as a result
for example
in other words
therefore
Mary Ellen Guffey, Business Communication: Process and Product, 5e 24

26. Document for Analysis Revision Activity 6.1
Mary Ellen Guffey, Business Communication: Process and Product, 5e 25

27. that benefit you and the Southeast Division, the Systems
Activity 6.1
To: All Southeast Division Employees To help you make better hardware and software selections
that benefit you and the Southeast Division, the Systems
Development Department has developed three steps we'd like
you to follow in making any future purchases. 1. Contact SDD when you begin your search for hardware
or software. Our staff is very knowledgeable about personal
computers, word processing programs, and other software.
As a result, we can provide you with invaluable assistance
in making the best selection for your needs at the best
possible prices.
Mary Ellen Guffey, Business Communication: Process and Product, 5e 26

28. 2. Present a written proposal and a purchase request form for
Activity 6.1
2. Present a written proposal and a purchase request form for
approval. The proposal must establish the need for computer
equipment and analyze the benefits resulting from the
purchase. Also include an itemized statement of costs for all
proposed hardware and software. 3. Coordinate all future purchases with SDD. After your
equipment or software arrives, be sure to continue to
schedule all purchases through SDD. In this way, we can
help maintain compatibility; your computer can "talk" with
those of your colleagues in the division. We can also help
you develop a library of resources to share.
Mary Ellen Guffey, Business Communication: Process and Product, 5e 27

29. If you follow these three steps, we'll all benefit from a
Activity 6.1
If you follow these three steps, we'll all benefit from a
coordinated purchase effort. Call me at X466 if you have any
questions.
Mary Ellen Guffey, Business Communication: Process and Product, 5e 28

30. Organizing Data Outline Activity 6.2
I. Before purchase
II. Purchase authorization
III. After purchase
Mary Ellen Guffey, Business Communication: Process and Product, 5e 29

31. I. Before purchase A. Let us help you make a decision.
Activity 6.2
I. Before purchase
A. Let us help you make a decision.
B. Our knowledgeable staff is available for consultation.
C. We know personal computers, word processing programs, and other software.
Mary Ellen Guffey, Business Communication: Process and Product, 5e 30

32. II. Purchase authorization
Activity 6.2
II. Purchase authorization
A. Present written proposal.
1. Describe need for equipment.
2. Analyze benefits resulting from purchase.
3. Itemize costs for all hardware and software.
B. Prepare purchase request form for approval.
Mary Ellen Guffey, Business Communication: Process and Product, 5e 31

33. Activity 6.2
III. After purchase
A. Coordinate all future hardware and software purchases to facilitate compatibility.
1. Allows computers to “talk” to each other.
2. Develops a library of resources for the entire division.
Mary Ellen Guffey, Business Communication: Process and Product, 5e 32

34. End
Mary Ellen Guffey, Business Communication: Process and Product, 5e