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Chapter 3

Business Communication

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18 views17 pages

Chapter 3

Business Communication

Uploaded by

nida
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Chapter 3

Part 1: Planning
Business Messages
The Best Business Writing Is…

 Purposeful
 Persuasive
 Economical
 Audience oriented

Following a process can make you a better


writer or speaker.
The Writing Process
Phase 1 of
the
Writing
Process
Phase 1: Analyzing
Analyze your audience and your purpose for
writing.
 To whom are you writing?
 Why are you writing?
 What do you hope
to achieve?
 What channel is best for
delivering your message?
Selecting the Best Channel

E-mail Telephone
Text message Voice mail
Social media Meeting
Instant message Conversation
Letter/Memo Web site
Report Blog/Wiki
How to Select the Best Channel
 How important is the message?
 How much feedback and interactivity are
required?
 How fast do you need feedback?
 Is a permanent record essential?
 What is the cost of the channel?
 How much formality do you desire?
 How confidential or sensitive is the message?
Phase 1: Anticipating
Anticipate how your audience will react to
your message.
 What is your reader or listener like?
 Will your audience be pleased, neutral, or
displeased with
your message?

JON FEINGERSH / ICONICA / GETTY IMAGES


Profiling the Audience
Primary Audience Secondary Audience
Who is the primary reader? Who else might see
What are my personal and or hear this message?
professional relationships Are they different from
with that person? the primary audience?
What does the person know How must I reshape
about the subject? the message for the
What kind of response secondary audience?
should I expect?

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 2, Slide 9
Phase 1: Adapting
Create a message that will suit your task and
audience.
 Spotlight audience benefits.
 Cultivate the “you” view.
 Sound conversational but
professional.
 Express yourself positively.
 Choose courteous language.
 Adopt bias-free language.
 Use plain language and
familiar words.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 2, Slide 10
Spotlighting Audience Benefits

Focus your statements on the audience, not


the sender.
Poor: Improved:
We are adopting a new You will enjoy the new claim
claim processing processing procedure that
procedure that we believe will reduce paperwork and
has many outstanding time.
benefits.
Cultivating the “You” View

Emphasize second-person pronouns (you/your)


instead of first-person pronouns (I/we, us, our)

Poor: Improved:
Before we can issue your You will receive your
refund, we must wait two refund in two weeks.
weeks to complete our
processing.
Sounding Conversational but
Professional

Poor: Improved:
The undersigned takes I’m happy to . . .
pleasure in . . .
It may be of some concern to Your expense claim has
you to learn that your expense been processed and
claim has been processed and approved.
approved.
Expressing Yourself Positively

Poor: Improved:
Employees may not use Employees must use the
the break room on the break room on the third
second floor during floor during remodeling.
remodeling.
We cannot process your We will process your return
return until you send us as soon as we receive the
the defective product. defective product.
Choosing Courteous Language
Avoid sounding demanding, preachy, or rude.

Poor: Improved:
You must submit your Will you please submit
report by July 30. your report by July 31.

I am sick and tired of being Let’s all agree to replace


the only one who replaces the paper in the copier
the paper in the copier! whenever needed.
Adopting Bias-Free Language

Poor: Improved:
Have you called a Have you called a salesperson?
salesman?
Every executive has  All executives have their own
his own office. offices.
 Every executive has an office.
 All executives have offices.
This alternative is
wordy and calls  Every executive has his or her
attention to itself
own office.
Using Plain Language and Familiar
Words
Poor: Improved:
Will you utilize workbooks Will you use workbooks
during the obligatory during the required
training period? training period?
We anticipate that a We expect that most of
majority of the alternative the choices will be
will be sufficiently sufficiently basic to meet
fundamental to meet our our needs.
requirements.

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