copyright © 2010 pearson education internationalchapter 5 - 1 writing business messages
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Copyright © 2010 Pearson Education International Chapter 5 - 1
Writing Writing Business MessagesBusiness Messages
Copyright © 2010 Pearson Education International Chapter 5 - 2
Learning ObjectivesLearning Objectives
• Explain the importance of adapting to your
audiences and list three ways of doing so
• Explain why establishing credibility is vital to
the success of your communication efforts
• Discuss four ways of achieving a business-
like tone with a clear, concise style
Copyright © 2010 Pearson Education International Chapter 5 - 3
Learning ObjectivesLearning Objectives
• Briefly describe how to select words that are
not only correct but also effective
• Explain how sentence style affects emphasis
within your message
• List five ways to develop paragraphs that are
unified and coherent
Copyright © 2010 Pearson Education International Chapter 5 - 4
The Three-Step ProcessThe Three-Step Process
Writing CompletingPlanning
Analyze Situation
Gather Information
Select Medium
Get Organized
Revise
Produce Message
Proofread Message
Distribute Message
Adapt to the Audience
Composethe Message
Copyright © 2010 Pearson Education International Chapter 5 - 5
Adapting to the Adapting to the
AudienceAudience• What’s in this for me?
– Be sensitive to audience’s needs
– Build strong relationships
– Control style and tone
Copyright © 2010 Pearson Education International Chapter 5 - 6
Audience SensitivityAudience Sensitivity
• Adopt a “you” attitude
• Demonstrate business etiquette
• Emphasize the positive
• Use bias-free language
Copyright © 2010 Pearson Education International Chapter 5 - 7
The “You” AttitudeThe “You” Attitude
• Speaking and writing for an audience
– Wishes
– Interests
– Hopes
– Preferences
Copyright © 2010 Pearson Education International Chapter 5 - 8
Business EtiquetteBusiness Etiquette
• Show respect
• Be courteous
• Use diplomacy
Copyright © 2010 Pearson Education International Chapter 5 - 9
Emphasize the PositiveEmphasize the Positive
• Avoid negativity
• Stress benefits
• Use euphemisms
Copyright © 2010 Pearson Education International Chapter 5 - 10
Use Bias-Free LanguageUse Bias-Free Language
• Age
• Gender
• Disability
• Race or ethnicity
Copyright © 2010 Pearson Education International Chapter 5 - 11
Audience RelationshipsAudience Relationships
• Establish your credibility
• Project the company’s image
Copyright © 2010 Pearson Education International Chapter 5 - 12
Establish Your CredibilityEstablish Your Credibility
Honesty Objectivity Awareness
Credentials Endorsements Performance
Confidence Communication Sincerity
Copyright © 2010 Pearson Education International Chapter 5 - 13
Project Company ImageProject Company Image
• Be a spokesperson
• Follow guidelines
• Observe colleagues
Copyright © 2010 Pearson Education International Chapter 5 - 14
Control Style and ToneControl Style and Tone
• Use a conversational tone
• Use plain language
• Select active or passive voice
Copyright © 2010 Pearson Education International Chapter 5 - 15
Conversational ToneConversational Tone
• Business communication
– Differentiate between texting vs. writing
– Avoid pompous language
– Avoid preaching or bragging
– Be careful with intimacy or humor
Copyright © 2010 Pearson Education International Chapter 5 - 16
Using Plain LanguageUsing Plain Language
• Project a “You” attitude
• Respect the audience
• Boost productivity
Copyright © 2010 Pearson Education International Chapter 5 - 17
Using the Right VoiceUsing the Right Voice
• Active voice (subject-verb-object)
– Direct, concise, vigorous
• Passive voice (subject-verb-object)
– Indirect, tactful, reserved
Copyright © 2010 Pearson Education International Chapter 5 - 18
Composing the MessageComposing the Message
• Word choice
• Sentences
• Paragraphs
Copyright © 2010 Pearson Education International Chapter 5 - 19
Choose Strong WordsChoose Strong Words
• Correct
• Effective
• Abstract
• Concrete
Copyright © 2010 Pearson Education International Chapter 5 - 20
Communicate EffectivelyCommunicate Effectively
• Select powerful words
• Choose familiar words
• Avoid clichés and buzzwords
• Use jargon carefully
Copyright © 2010 Pearson Education International Chapter 5 - 21
Write Effective Write Effective SentencesSentences
• Choose the type of sentence
• Emphasize key thoughts
Copyright © 2010 Pearson Education International Chapter 5 - 22
Craft Good ParagraphsCraft Good Paragraphs
• Unity and coherence
– Topic sentence
– Support sentences
– Transitional elements
Copyright © 2010 Pearson Education International Chapter 5 - 23
Paragraph DevelopmentParagraph Development
• Illustration
• Classification
• Cause and effect
• Problem and solution
• Comparison and contrast
Copyright © 2010 Pearson Education International Chapter 5 - 24
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