Project 1 slides

Professional communication principles‣ Emphasize purpose: note that the “why” often trumps the “how” and

“what”

‣ Focus on usability: enable the client/recipient to take action easily by using design hierarchy (use of headers, bullets, definitive topic sentences etc.)

‣ Work timing: Meet deadlines and communicate the right word in opportune time (realize time as both chronos and kairos)

‣ Promote relationships that are worth it

‣ Decide what communication has global application and what communication needs to be localized; do not assume one or the other

Prompts

‣ What is one of your “whys”—a unique value you live by?

‣ If you had to make a “how to” video, what expertise could you share?

Assess responsiveness to a client and problemIf possible, try to assess as much as possible foR the following before meeting with your client:

1. “Paint” a portrait of your key client: define their personality, style of communication and bias

2. Define the problem the client wants fixed

3. Define how to best to communicate with the client

Three quick ways to assess‣ PORTRAIT: Axel

‣ outdoor expert (owner of outdoor clothing shop; Mt. Everest twice)

‣ cares about his company’s success; aware that he might need help. . .a little late

‣ cares about the product and safety

‣ concerned about people messing up (preparation= prime value)

‣ memo directive or accusatory?

‣ perfectionist selling to people that are not “high-level” athletes

‣ the product or the employees are more so the problem; not himself

‣ PROBLEM: communication—puzzling as to whether the rain jacket is performing properly. Product? Employees not communicating?

‣ APPROACH TO AXEL: Avoid being accusatory, word most directives as suggestions; be straightforward; compliment then tweak; state what action is already being taken and ask for cues for improvement; ask Q.’s

Three quick ways to assess (2nd class)‣ PORTRAIT: Axel

‣ he might have a lack of responsibility /take charge?

‣ blaming the customer/employee

‣ adventurer, Mt. Everest twice; opens new store; entrepreneur

‣ ambitious, possibly overly confident (no way there can be faulty products)

‣ maybe assumes that employees are as equally invested as he is

‣ expert, uses highest quality gear

‣ PROBLEM Product fault? User error? Employee faulty communication? Marketing communication is not matching customer experience

‣ APPROACH TO AXEL: Confirm whether product is faulty; clarify what is an assumption and what is actually a problem; let him talk about himself and then pursue a conversation; ask lots of questions; keep correspondence brief and action oriented; be cognizant of time

Overall Tips for Short Correspondence‣ Convey a “you attitude”: adjust the content, structure and tone of correspondence

to meet your reader’s needs to help them advance action. Example: “The badly cracked housing suggests that your engine must have fallen onto a hard surface from some height.”

‣ Provide clear subject lines that most often delineate action, a clear subject, and if appropriate, some humor

‣ In the body of the correspondence, state your main point up front, unless you expect your readers to react negatively

‣ Be concise: provide readers with what they really need to take action (usually: write and then delete unnecessary words—see list in chapter for examples)

‣ Judge whether you have to provide background information ‣ Avoid jargon and cliches and wordy phrases (see list in chapter) Examples:

“referring to your” is better phrased as “As you wrote in your letter. . .” “We wish to advise” is best avoided all together.

‣ Genre conventions: use single spacing; separate paragraphs by blank line; use short paragraphs; consider using bullets and numbered lists

Memo Logic, Format, and Strategy‣ Overall sequence of logic:

‣ 1) Underscore topic & purpose/point right away ‣ 2) provide background ‣ 3) often have headings and content of summary, discussion, and recommendation

‣ Format and Rhetoric ‣ Provide heading of name of company (consider using a logo), followed by

interoffice memo; To, From, and Date as indicated in the chapter ‣ Provide a specific subject line that usually delineates an action that has been taken

or is to be taken by a group/person or for a group/person. Example: “Report of Takeaways from Computer Seminar.”

‣ State the purpose and main point in the opening paragraph. The purpose statement is often built around an infinitive verb in the following structure: “The purpose of this memo is to______(insert verb)” or “I’m writing to ___________”

‣ Consider including a summary ‣ Possibly use informative headings such as “Summary, Discussion and

Recommendation” depending on the formality of the company and subject matter (CAPS or bold are often used to demarcate headings)

‣ Often list action items; consider using bullets to convey these action items, again

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Memo/Letter revision prompts & tips:‣ OVERALL: Ask of each paragraph: What is the person stating or implying they want done? ‣ and What is the company’s “why statement”/purpose and how can I fulfill it here? ‣ MEMO: How did you rewrite the purpose statement of the memo (in task 1 as given, it

currently is the last sentence of the first paragraph)? ‣ Should you include the phrases “space suit” or that people sweat? ‣ How much is the issue education, a problem with employees or a problem with the

product? ‣ Use bullets? Why or why not? Use subheads? Why or why not? ‣ LETTER: Say thanks for the feedback? Where? Acknowledge mishap? How so? ‣ Avoid list of the attributes of the jacket? ‣ Is a full refund warranted? Refund or replace? (Chase with email to Axel for store policy

confirmation? ‣ Is the “customer always right” (you-attitude; partnership with customer)? ‣ Avoid “testing shower/sprinkler” and mention of poncho but still share how to use ‣ Invite further communication/contact? ‣ EMAIL: Open with thanks and opportunity? ‣ 2nd paragraph.: Explain major changes made with 1-3 representative examples? What

major changes/examples? ‣ 3rd paragraph: thanks again and invitation for further contact?

Overall Tips for Short Correspondence‣ Convey a “you attitude”: adjust the content, structure and tone of correspondence

to meet your reader’s needs to help them advance action. Example: “The badly cracked housing suggests that your engine must have fallen onto a hard surface from some height.”

‣ Provide clear subject lines that most often delineate action, a clear subject, and if appropriate, some humor

‣ In the body of the correspondence, state your main point up front, unless you expect your readers to react negatively

‣ Be concise: provide readers with what they really need to take action (usually: write and then delete unnecessary words—see list in chapter for examples)

‣ Judge whether you have to provide background information ‣ Avoid jargon and cliches and wordy phrases (see list in chapter) Examples:

“referring to your” is better phrased as “As you wrote in your letter. . .” “We wish to advise” is best avoided all together.

‣ Genre conventions: use single spacing; separate paragraphs by blank line; use short paragraphs; consider using bullets and numbered lists

7 Questions to Apply to All Professional Correspondence1. Who is your audience?

2. Given circumstances and context, what is the best medium to reach them?

3. Did I state my purpose clearly, and most often early?

4. Is my communication meeting my audience’s needs?

5. Should the communication be concise or elaborate?

6. Are my sentences & paragraphs sequenced logically?

7. Did I signature my communication? (Did I indicate who is responsible for return communication f called for, did I add my personal voice? )

Ch 21 Short Correspondence Documents: Tease Questions‣ Should you always state your point right up front? ‣ Memos initialed where? Always? ‣ When do you use a comma or colon when addressing a person in a letter? ‣ When, if ever, do you use the blind copy feature of email? When do you cc? ‣ Do memos use salutations? Why or why not? ‣ Rewrite the following sentence to improve its syntax and better focus on the

reader, not the writer: ‣ “I have arranged to have equipment needed for your fieldwork delivered to

Boise Office”

Letter Logic, Format, and Strategy

‣ Overall sequence of logic: ‣ 1) Introductory paragraph: indicate topic, explain purpose and convey

relevance to reader; often express gratitude ‣ 2) Body paragraphs: give context, explanation and make request ‣ 3) Closing paragraph: make a social gesture—thank the reader, offer to assist,

wish them well, ‣ 4) end with formal phrase (Sincerely, With regards, etc.); leave space for

signature; give full name; title

Letter Logic, Format, and Strategy‣ Format and Rhetoric ‣ For letters that do not fill the page, place the middle of your text slightly above the

middle of the piece of paper ‣ Address & Salutation portion:

‣ generally, address the reader formally ‣ provide date, inside address and salutation ‣ use colon if addressing the reader by last name; comma if otherwise

‣ Introductory paragraph: ‣ indicate topic, explain purpose and convey relevance to reader ‣ often express gratitude

‣ Closing paragraph: ‣ make a social gesture: thank the reader, offer to assist, wish them well

‣ Signature Block (in order of placement beneath each other: ‣ end with formal phrase (Sincerely, With regards, etc.); provide space for signature

(usually three lines); then follow with full name typed; title typed ‣ sign neatly ‣ note enclosures; list people to whom you are sending copies; use initials of writer

followed by initials of typist (if other than yourself)

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Dealing with complaints ‣ General strategies

‣ Emphasize care and embody the attitude of “this is not a problem but rather an opportunity”—an issue that can be resolved, fairly

‣ Ask of the received correspondence, What is the person stating or implying they want done?

‣ List and rank the order of needs/wants to help you address them in your return correspondence.

‣ In return conversation or in writing: ‣ Acknowledge when the letter was received (to showcase that you are responding to

it in a timely manner) ‣ Apologize for what the customer perceives; for a bad “moment”; possibly too

apologize for possible miscommunication or a lack of communication ‣ Paraphrase the client’s problem from what they said/wrote in a phrase or two but do

not overindulge the problem or emphasize blame (do not blame either the client or company)

‣ Usually early on, offer possibilities for making amends (most often by offering a refund) with then explanation of other possibilities

Dealing with complaints (continued)‣ Emphasize how the information you share could save them money, time, or further

effort; empower them to “self-check” a product or process. ‣ Perhaps explain the product or process to help ameliorate the situation but if so, be

brief (it is often better to add an attachment or reference a link) ‣ If you cannot fully grant all requests, emphasize a rhetoric of “While we don’t (offer,

grant) ______________, we can ___________________.” ‣ Consider offering a discount coupon. ‣ In closing, generally:

‣ thank them for their time, their business, and/or express hope for their continued business

‣ possibly apologize briefly again, ‣ emphasize your desire for further opportunities to serve them ‣ possibly share your personal phone number or email for them to reach you

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Emails‣ Generally, in writing an email follow this sequence of logic:

‣ 1) give thanks/reference to the person, ‣ 2) identify the topic at hand ‣ 3) provide background info needed for person to take action, ‣ 4) request action and ‣ 5) share a complimentary closing

‣ Keep emails and memos brief (generally the shorter email, the greater impact) ‣ If covering a lot of information, consider using bullets or numbers, & headings in CAPS ‣ When addressing a superior, suggest rather than command changes ‣ Possibly use representative examples. EX. “I suggest you alter your tone in parts of the

memo. For example, _______________.”

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General Points: Ch 10 Writing Style‣ Write to your audience’s perceptions and standpoints ‣ Begin often by framing the topic using a classical definition: tell what larger

group is your subject a part of and it’s distinguishing characteristic ‣ Make sure what you write is something you could say to the person ‣ Don’t use unnecessary big words because they can confuse the reader, make a

simple point too complex, or come across as you trying too hard ‣ Avoid wordiness, weak verbs and abstract vocabulary (233) ‣ Be careful about using casual, colloquial vocabulary in email ‣ Read your drafts aloud. When phrases are difficult or awkward to speak,

change them. Reading will also help you identify sarcasm or condescension. ‣ Note that in America and Europe you often can address readers of workplace

by first name; in Japan you commonly address readers by titles and last names. Furthermore, in America, the Netherlands and Germany, communication is often more straightforward (even blunt). In Japan and France, not as much.

Ch 10: Writing Clear, Interesting Sentences:‣ CUT WORDS: eliminate unnecessary words; avoid wordy phrases (“due to the

fact”); place modifiers next to the words they modify; combine short sentences ‣ CONVERT CLUNKY VERBS & NOUNS: cut“to be” form verbs (is, was, will be);

cut the phrases “It is” or “There are” at the beginning of sentences; convert words with suffixes -tion, -ment, -ion and ance into verbs

‣ USE ACTIVE VOICE: make the actor the subject: “The consultant advised” ‣ EMPHASIZE KEY INFORMATION: often place key information at the end of the

sentence—in the main clause if there is more than one clause; at times, emphasize key information by using boldface and italics

‣ VARY SENTENCE LENGTH & STRUCTURE: long & short; mix up clauses (try beginning with an introductory clause (often first word is a preposition or conjunction; Example: Although, 307 teaches basic genre formats, it also teaches how to shape them according to workplace social dynamics.”

‣ USE CONCRETE WORDS: be less abstract and more specific; example: rather than write “electronic media,” write “online blog”

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Twitter tips

‣ Primarily share to engage; secondarily (often commensurately) share to inform and promote: “talk with not at people”

‣ Not “look at me”, not even “look at this” but “gain this” ‣ For marketing tweets, note the following client desires:

Twitter tips

‣ Consider mostly using mostly verbs and adverbs, mostly imperatives (“Check out”), photos that speak, and how to phrases that teach a skill; be careful overindulging superlatives (“the best”)

‣ A solid overall template is to follow the logic of sharing an offer, delivering a call to action, and encouraging immediate follow-through

‣ Possible other twitter “templates” include: a post of a link or retweet with a brief comment; a problem/solution tweet; a pop stat or fact tweet; a question tweet

‣ Consider adopting a tonality; sarcastic or otherwise for the company. ‣ Avoid:

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Twitter tips

‣ Consider posting on trend, noting/quoting industry experts for exclusive content, and managing a short campaign of related data points, infographics and media around a theme

‣ Consider engaging B2B in “twitter partnerships,” noting their work as they note yours

‣ Time your tweets (best on weekends); track tweets to events and holidays as well

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Memo/Letter revision prompts & tips:‣ OVERALL: Ask of each paragraph: What is the person stating or implying they want done? ‣ and What is the company’s “why statement”/purpose and how can I fulfill it here? ‣ MEMO: How did you rewrite the purpose statement of the memo (last sentence, first

paragraph)? ‣ Should you include the phrases “space suit” or that people sweat? ‣ How much is the issue education, a problem with employees or a problem with the

product? ‣ Use bullets? Why or why not? Use subheads? Why or why not? ‣ LETTER: Acknowledge Elise’s experience. Acknowledge too a mishap? How so? ‣ Avoid just sharing a list of the attributes of the jacket ‣ Is a full refund warranted? Refund or replace? (Chase with email to Axel for store policy

confirmation? ‣ Is the “customer always right” (you-attitude; partnership with customer)? ‣ Avoid “testing shower/sprinkler” and mention of poncho but still share proper usage ‣ Invite further communication/contact? ‣ EMAILS TO AXEL: Open with thanks and define problem as opportunity? ‣ 2nd paragraph: Explain major changes made with 1-3 representative examples? What

major changes/examples? ‣ 3rd paragraph: express thanks again and invite further contact?

Emails/Tweets revision prompts & tips:‣ EMAILS TO THE HARTS AND MR. COLLINS: Should Axel or someone else

respond to the emails? ‣ What requests can you honor and what offers can you make? ‣ What might be the advantage of designing your return email in three paragraphs?

What purpose or point might each paragraph fulfill? ‣ Should you keep the email response to the Hart’s brief? ‣ Should you respond to Mr. Collin’s question as to whether others are experiencing

problems with the jacket? If so, how so? ‣ Should you use the subject lines provided by the customers? ‣ What elements should be in the email signature? ‣ TWEETS: Use strong headline; use action words and a smart combination of

professional and informal diction ‣ Encourage DM? Use . (period) to send tweet to all in regard to the issue? ‣ Respond at all to any of the complaints? If so, how many and how? ‣ how many hashtags? (not too many; probably not more than 3) which ones? (probably

#OnwardUpward; #H20ProTechT? avoid a hashtag for the H2) gear or not? ‣ promo/discount code: date it? have them stop in? ‣ Share top 10 tips; add photo; ask for feedback; link to outside source; link to survey;

Twitter poll?

Organization blog posts

‣ An organization’s blogs are now often a short letter-like post that provides customers with information and/or a story, and usually from a particular employee with experience. Such posts promote the company but do so “softly.” They often contain“out-take” moments from youtube documentaries that accompanies it (see Patagonia’s blogs).

‣ A business blog often simply explains key tips and reinforces the mission of the company

‣ Blogs often also address problems without instigating negative rumors; solutions such as education on products; “exclusive early” updates from R & D