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5 Plannin Steps in Business Communication
5 Plannin Steps in Business Communication
MESSAGE DESIGN
Whether you are preparing a written or an oral business message, to be
effective you need to plan, organize, draft, revise, edit, and proofread.
Essential also is thoughtful adherence to communication principles-the seven C
qualities discussed in Chapter 2nd awareness of legal and ethical aspects.
Even with the most advanced office technology, the need for careful
preparation of either written or oral messages demands effort. Add to this rule
the idea that companies are becoming more global and international, and the
argument for thoughtful preparation receives even more emphasis.
This chapter presents planning steps, basic organizational patterns,
suggestions for openings and closings, and composing procedures. Letters,
domestic and international, are the focus of the discussion and exercises. Later
chapters include details about specific kinds of letters and memos and
suggestions for preparing proposals and reports.
FIVE PLANNING STEPS
To communicate effectively, consider the following steps before you write your
message:
6.3 and the following examples offer suggestions for good openings that help
make favorable impressions:
1. Choose Openings Appropriate for Message Purpose and Reader
Main Idea or Good-News Subject First . Begin with the main idea or good-news
subject when you are sure the reader will consider the information favorable or
neutral. It is also easier for the reader to understand the main idea if it is in the
first paragraph. These openings are desirable in direct-request, neutral, and
good-news messages.
Examples
Request:
Good news:
Poor:
rejected
Skills Program
has
been
Good:
(sales letter), begin with relevant statements that will induce the recipient to
read further, as in the following opening:
Did you know that up to half of all the lower back pain is caused by sleeping
on a too-soft mattress? In addition, back pain due to other causes can be
made worse by sleeping on a poor mattress. We remedy that. Our company
has developed a new mattress and foundation that provides the kind of
support your back needs.
Good:
Three bolts of Thai silk, which you ordered on July 7, were shipped
to you today by DHL.
Closing Paragraphs
Your closing is more likely to motivate the reader to act as
requested if it is appropriately strong, clear, and polite. Here you
have the opportunity to bring final focus on the desired action and
leave a sense of goodwill with the reader. What you say in the
closing should reinforce the central purpose of your message.
1. Make Action Request Clear and Complete with Five Ws and H
Whenever you are requesting action by your reader or by someone else, your
closing paragraph will usually he more effective if you make clear what, who,
how, where, when, and if appropriate, why.
What and Who? Clear statement of the action you desire your reader (or
someone else) to take. Should the reader phone your office for an
appointment? Sign a card or a document? Return it? If so, to whom? Come to
your office in person? Send you certain information or payment?
How and Where?
Easy action.
Include your phone number am] extension if you want (he reader to
phone you.
Enclose a form (card, order, blank, or questionnaire) and an addressed
reply envelope (perhaps with postage paid) if you want the reader to
furnish something.
Give complete instructions regarding how and where if you do not
include a form and envelope.
State your office hours and location if you want the reader to come to
you in person. Do you have a free parking lot? Where?
When and Why? Dated action; special inducement to act by a specified time.
Name the date (and the exact hour, if pertinent) whenever you need the reply
by
a certain time . Tactfully state the reason you need it then- perhaps to meet a
report on printers deadline or to use in a speech you are giving at a certain
meeting.
When appropriate, mention some benefits the reader will gain by prompt
action. In the following, example, notice how the vague action request is
improved by interesting some or all of the Ws and H:
Vague:
Better:
So that we can make appropriate arrangements for your
visit, please call me at 555-4567, before Friday, November 16,
anytime between 9 A.M and 5 P.M.
2. End on a Positive, Courteous Thought
Include Any Apologies and Negatives Before Last Paragraph.
Good:
If there is any further way we can assist you -, please call (222)
555-4567 Monday to Friday between 9 A.M and 5.P.M.
Poor:
Show Appreciation. .Everyone likes sincere praise when earned. But do not
thank people for doing something before they have agreed to do it.
Avoid:
'The best writers confirm again and again that revision is the key to
good writing.
Tolstoy revised War and Peace 5 times; James Thurber rewrote his stories as
many as 15 times; Franklin D. Roosevelt's speeches often went to 18 drafts;
James Mitchener feels that his strength is in rewriting.
have not missed any errors. Even minor mistakes, such as typographical errors,
can reduce the effectiveness of your message and undermine your credibility.
Effort by,
IM| Naveed Yousafzai
Freelance Faculty
Member