guffey - chapter 2

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CHAPTER 2CHAPTER 2

CreatingBusinessMessages

Chapter 2, Slide 2Mary Ellen Guffey, Essentials of Business Communication, 7e

The Writing ProcessThe Writing ProcessThe Writing ProcessThe Writing Process

Chapter 2, Slide 3Mary Ellen Guffey, Essentials of Business Communication, 7e

Approximately how much time should be spent at each stage?

Chapter 2, Slide 4Mary Ellen Guffey, Essentials of Business Communication, 7e

PrewritingPrewriting

Analyzing the purpose and the audience• Identifying your purpose• Selecting the best channel• Switching to faster channels

Chapter 2, Slide 5Mary Ellen Guffey, Essentials of Business Communication, 7e

Factors Determining Factors Determining Channel SelectionChannel Selection

Factors Determining Factors Determining Channel SelectionChannel Selection

Importance of message

Amount and speed of feedback required

Necessity of a permanent record

Cost of the channel

Degree of formality required

Chapter 2, Slide 6Mary Ellen Guffey, Essentials of Business Communication, 7e

Choosing Communication Channels

Chapter 2, Slide 7Mary Ellen Guffey, Essentials of Business Communication, 7e

Choosing Communication Channels (continued)

Chapter 2, Slide 8Mary Ellen Guffey, Essentials of Business Communication, 7e

Choosing Communication Channels (concluded)

Chapter 2, Slide 9Mary Ellen Guffey, Essentials of Business Communication, 7e

PrewritingPrewriting

Analyzing the purpose and the audience• Identifying your purpose• Selecting the best channel• Switching to faster channels

Anticipating the Audience• Profiling the audience• Responding to the profile

Chapter 2, Slide 10Mary Ellen Guffey, Essentials of Business Communication, 7e

Asking the Right Questions to Profile Your Audience

Chapter 2, Slide 11Mary Ellen Guffey, Essentials of Business Communication, 7e

PrewritingPrewriting

Analyzing the purpose and the audience• Identifying your purpose• Selecting the best channel• Switching to faster channels

Anticipating the Audience• Profiling the audience• Responding to the profile

Adapting to the task and audience

Chapter 2, Slide 12Mary Ellen Guffey, Essentials of Business Communication, 7e

CultivateA “You”

View

CultivateA “You”

View

SpotlightAudienceBenefits

SpotlightAudienceBenefits

Create aCreate aMessage ThatMessage That

Suits YourSuits YourAudienceAudience

Create aCreate aMessage ThatMessage That

Suits YourSuits YourAudienceAudience

Chapter 2, Slide 13Mary Ellen Guffey, Essentials of Business Communication, 7e

Cultivate a “You” ViewCultivate a “You” ViewCultivate a “You” ViewCultivate a “You” View

Emphasize second-person pronouns (you/your) instead of first-person pronouns (I/we, us, our)

Before we can allow you to purchase items on this new account, we must wait two weeks to verify your credit.

You may begin making purchases on your new account in two weeks.

Try this:Instead of this:

Chapter 2, Slide 14Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 14

SoundConversational

SoundConversational

CultivateA “You”

View

CultivateA “You”

View

SpotlightAudienceBenefits

SpotlightAudienceBenefits

Create aCreate aMessage ThatMessage That

Suits YourSuits YourAudienceAudience

Create aCreate aMessage ThatMessage That

Suits YourSuits YourAudienceAudience

Mary Ellen Guffey, Essentials of Business Communication, 7e

Chapter 2, Slide 15Mary Ellen Guffey, Essentials of Business Communication, 7e

Sound ConversationalSound ConversationalSound ConversationalSound Conversational

The undersigned takes pleasure in . . .

I’m happy to . . .

Try this:Instead of this:

It may be of some concern to you to learn that your check has been received and your account has been credited for $250.

We’ve credited your account for $250.

Chapter 2, Slide 16Mary Ellen Guffey, Essentials of Business Communication, 7e

Levels of Language UseLevels of Language Use

Unprofessional Conversational Formal

Found in

Some comic strips, and songs, some commercials, some conversations, some IM and e-mail messages

Business messages, novels, most newspapers, and most magazines

Scientific writing, legal documents, scholarly books, formal essays, proclamations

Chapter 2, Slide 17Mary Ellen Guffey, Essentials of Business Communication, 7e

Unprofessional Conversational Formal

Characterized by

Incorrect grammar, unpredictable sentence structure, inappropriate punctuation, slang, vulgarisms

Correct grammar and punctuation, conversational tone, simple sentence structure, familiar words

Correct grammar, serious tone, complex sentence structure, polysyllabic words

Chapter 2, Slide 18Mary Ellen Guffey, Essentials of Business Communication, 7e

Unprofessional Conversational Formal

Examples

wastednabbad-mouthdough, breadstewed, plasteredI ain’thumongoustight

ruinedcatchcriticizemoneyintoxicated, drunkI’m notenormousfrugal

annihilatedapprehenddisparagecurrencyinebriated

I am notprodigiouspenurious

Chapter 2, Slide 19Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 19

EmployPositive

Language

EmployPositive

Language

SoundConversational

SoundConversational

CultivateA “You”

View

CultivateA “You”

View

SpotlightAudienceBenefits

SpotlightAudienceBenefits

Create aCreate aMessage ThatMessage That

Suits YourSuits YourAudienceAudience

Create aCreate aMessage ThatMessage That

Suits YourSuits YourAudienceAudience

Mary Ellen Guffey, Essentials of Business Communication, 7e

Chapter 2, Slide 20Mary Ellen Guffey, Essentials of Business Communication, 7e

Hidden MessagesHidden MessagesHidden MessagesHidden Messages

Some words and phrases convey a

negative and unpleasant tone. They

may imply a hidden message that the

writer does not intend. Think twice

before using the following negative

expressions.

Chapter 2, Slide 21Mary Ellen Guffey, Essentials of Business Communication, 7e

Hidden Meaning

You are careless

But I don’t believe you

You are careless

It’s probably untrue

I am right

You are not very bright

You are at fault

You are inefficient and careless

Negative Language

You overlooked

You state that

You failed to

You claim that

You are wrong

You do not understand

Your delay

You forgot to

Chapter 2, Slide 22Mary Ellen Guffey, Essentials of Business Communication, 7e

Quick Check

State ideas more positively.

These are better:

You will be paid promptly once the job is completed satisfactorily.

We must withhold payment until you complete the job satisfactorily.

Revise these sentences:

If you fail to follow each requirement, you will not receive your $50 rebate.

By following each requirement, you will receive your $50 rebate.

Chapter 2, Slide 23Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 23

UseInclusiveLanguage

UseInclusiveLanguage

EmployPositive

Language

EmployPositive

Language

SoundConversational

SoundConversational

CultivateA “You”

View

CultivateA “You”

View

SpotlightAudienceBenefits

SpotlightAudienceBenefits

Create aCreate aMessage ThatMessage That

Suits YourSuits YourAudienceAudience

Create aCreate aMessage ThatMessage That

Suits YourSuits YourAudienceAudience

Mary Ellen Guffey, Essentials of Business Communication, 7e

Chapter 2, Slide 24Mary Ellen Guffey, Essentials of Business Communication, 7e

Use Inclusive LanguageUse Inclusive LanguageUse Inclusive LanguageUse Inclusive Language

Have you called a salesman?

Have you called a salesperson?

Try this:Instead of this:

Every executive has his own office.

All executives have their own offices.

Every executive has an office. All executives have offices. Every executive has his or

her own office.

This alternative is wordy and calls

attention to itself

Chapter 2, Slide 25Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 25

Draw onFamiliarWords

Draw onFamiliarWords

AdoptPlain

Language

AdoptPlain

Language

UseInclusiveLanguage

UseInclusiveLanguage

Use PositiveLanguage

Use PositiveLanguage

SoundConversational

SoundConversational

CultivateA “You”

View

CultivateA “You”

View

SpotlightAudienceBenefits

SpotlightAudienceBenefits

Create aCreate aMessage ThatMessage That

Suits YourSuits YourAudienceAudience

Create aCreate aMessage ThatMessage That

Suits YourSuits YourAudienceAudience

Mary Ellen Guffey, Essentials of Business Communication, 7e

Chapter 2, Slide 26Mary Ellen Guffey, Essentials of Business Communication, 7e

Adopt Plain LanguageAdopt Plain LanguageAdopt Plain LanguageAdopt Plain Language

Avoid federalese, bureaucratese, and inflated language.

Federalese: Each person to whom the request is herein addressed

is henceforth solicited to submit, or to have his or her department

representative submit, to the Department of Labor official described

above, a comment on whether the proposed plan, in his or her

considered view, meets the requirements of the 2003 law.

Simple Translation: You may wish to comment on whether the

proposed plan meets the requirements of the 2003 law.

Chapter 2, Slide 27Mary Ellen Guffey, Essentials of Business Communication, 7e

Draw on Familiar WordsDraw on Familiar WordsDraw on Familiar WordsDraw on Familiar Words

encounter meetextrapolate project

obligatory required

Avoid long, difficult, and unfamiliar words. Use short, simple, and common words whenever possible.

Less familiar words Simple alternatives

terminate end

Chapter 2, Slide 28Mary Ellen Guffey, Essentials of Business Communication, 7e

Seven Ways Technology Can Seven Ways Technology Can Improve Your Business WritingImprove Your Business WritingSeven Ways Technology Can Seven Ways Technology Can

Improve Your Business WritingImprove Your Business WritingFighting writer’s blockCollecting information electronicallyOutlining and organizing ideas Improving correctness and precisionAdding graphics for emphasisDesigning and producing

professional-looking documents, presentations, and Web pages

Using collaborative software for team writing