Chapter 2 Adaptation and Selection of Words

The Basic Need of Adaptation

The ability to write clearly depends not on our audience itself, but on how much we
know about our audience. For writing to be clear, it must adapt to the reader. By
adaptation we mean fitting the message to the specific reader. Readers even in the
same country do not all have the same vocabulary, the same knowledge of the subject
or the same mentality because of cultural differences this problem becomes more
serious in cross-cultural communications. Thus, to communicate clearly you should first
know the person with whom you are communicating. You should be aware of his or her
cultural background arid take care to form your message to fit that reader’s mind.

In adapting your message, you should

(1) Identify the Audience.

When several people will be receiving your message, try to identify those who are most
important to your purpose. Ordinarily, those with the highest organizational status are
the key people, but occasionally a person in a relatively low position may have influence
in one or two particular areas.

(2) Determine the Size and Composition of the Audience.

Large audiences behave differently from small ones and require different
communication techniques. If you were writing a report for wide distribution, you might
choose a more formal style, organization, and format than you would if the report were
directed to only three or four people in your department. The larger the audience, the
more diverse their backgrounds and interests are likely to be. People with different
education, status, and attitudes are likely to react differently to the same message, so
you look for the common denominators that tie the members of the audience together.
At the same time you want to respond to the particular concerns of individuals.

(3) Analyze the Audience’s Reaction.

Your approach to organizing your message depends on your audience’s probable

reaction. If you expect a favorable response with very little criticism or debate, you can
be straightforward about stating your conclusions and recommendations. On the other
hand, when you face a skeptical audience, you may have to introduce your conclusions
and recommendations more gradually and provide more proof.

(4) Determine the Audience’s Level of Understanding.

If you and your audience share the same general background, you can assume they will
understand your material without any difficulty. If not, you will have to decide how much
you need to educate them. In general, you are better off explaining too much rather than
too little, particularly if you are subtle about it. If your audience is from another culture,
your efforts will be more involved.

(5) Analyze the Audience’s Needs.

If you are unknown to your audience, you will have to earn their confidence before you
can win them to your point of view. The initial portion of your message will be devoted to
gaining credibility. Your status relative to your audience also affects the style and tone
of your presentation. You address your peers one way and your boss another. You use
still another tone when communicating with employees of lower status, and your style
with co-workers differs markedly from your style with customers and suppliers.

(6) Satisfy Your Audience’s Information Need.

The key to effective communication is determining your reader’s needs and then
responding to them. Ask yourself the following five questions to help you satisfy the
audience’s information needs:

—What does the audience want to know?

—What does the audience need to know?

—Have I provided all desired and necessary information?

—Is the information accurate?

—Have I emphasized the information of greatest interest to the audience?

(7) Be Sure about the Reader’s Need.

In many cases the audience’s information needs are readily apparent. When dealing
with a vague request, pin it down. One good approach is to restate the request in more
specific terms to help get the requester to define his or her needs more precisely. Once
you’ve defined your audience’s information needs, be certain to satisfy those needs
completely. Use the journalistic approach to check whether your message answers
who, what, when, where, why, and how to test the thoroughness of your message.

(8) Be Accurate in Your Message.

There is no point in answering all your audience’s questions if the answers are wrong.
In business you have a special duty to check things before making a written
commitment, especially if you are writing to someone who is outside the company. Your
organization is legally bound by any promise you make, so make sure your company is
able to follow through. Be sure that the information you provide is accurate and the
commitments you make can be kept.
(9) Make Important Points Stand Out.

When deciding how to respond to your audience’s information needs, remember that
some points will be of greater interest and importance than others. Pick out the points
that will have the most impact on your audience and emphasize them. Remember that
your main goal as a business communicator is to tell your audience what they need to
know.

(10) Satisfy Your Audience’s Motivational Needs.

Some types of messages, particularly persuasive messages and bad news, are
intended to motivate audience members to change their beliefs or behavior. The
problem is that people resist ideas that conflict with their existing beliefs and practices.
To overcome resistance, arrange your message so that the information will be as
acceptable as possible. One approach is to use rational arguments presented in an
objective tone. Another approach is to support your position with information or
statistics.

(11) Appeal to the Audience’s Emotional Need.

Although appealing to reason is often the best approach, you might try convincing your
audience by appealing to emotion. Your credibility with an audience depends on their
perception of your competence and integrity. People arc more likely to believe you if
they feel comfortable with you: if you have similar backgrounds or friends in common, if
you wear the same style of clothes, enjoy the same sports and aspire after the same
goals. To establish rapport, you need to emphasize these common denominators.
Remember that getting your message across depends as much on your audience’s
receptivity as it does on your arguments. Be sure to address motivational needs before
you introduce controversial material.

(12) Satisfy Your Audience’s Practical Needs.

Many in your audience will review your message under difficult circumstances with
many interruptions, and they are likely to give it a low priority. So make your message
as convenient as possible for your audience. Be brief. Generally speaking, a 5-minute
talk is easier to follow than a 30-minute presentation; a two-paragraph letter is more
manageable than one that’s two pages long and a two-page memo is more likely to be
read than a ten-page report.

(13) Be Brief.

If your written message has to be long, make it easy for readers to follow so that they
can pick it up and put it down several times without losing the thread of what you are
saying.

 
ⅡSuggestions for Selecting Words

A major part of adaptation is selecting the right words. These are the words that
communicate best that have correct and clear meanings in reader’s mind. Selecting the
right words depends on your ability to use language, your knowledge of the reader and
your good judgment. Here are some suggestions to help you select such words.

(1) Use Short and Familiar Words.

Short words tend to be familiar words. Familiar words are everyday words—with sharp
and clear meanings in mind. Using familiar words means using the language that most
of the native speakers use in everyday conversation. You should avoid the stiff, more
difficult words that do not communicate so precisely and so quickly. The suggestion to
use short and familiar words does not rule out some use of more difficult words. You
should use them whenever their meanings fit your purpose best and your readers
understand them. A good suggestion is to use the simplest words that carry the
meaning without offending the reader’s intelligence. The best suggestion is to write the
words you would use in face-to-face communication with your readers.

LONG AND UNFAMILIAR WORDS

Company operations for the preceding

accounting period terminated with a substantial
deficit.
This machine has a tendency to develop
excessive and unpleasant audible symptoms
when operating at elevated temperatures.

They acceded to the proposition to terminate

business.

Prior to accelerating productive operation, the

supervisor inspected the machinery.
 

(2) Use Concrete Language.

Good business communication is marked by words that form sharp and clear meanings
in the mind. These are concrete words. Concrete is the opposite of abstract. Abstract
words are vague. In contrast, concrete words stand for things the reader can see, feel,
taste or smell. Abstract nouns, on the other hand, cover broad meanings, concepts,
ideas, and the like. Their meanings are general. Exact or specific wordings are
concrete; vague and general wordings are abstract.

ABSTRACT
a significant loss
in the near future
light in weight
the majority
 ABSTRACT WORDINGS

Some classic automobiles have risen steeply

in price in recent years.

(3) Use Active Voice.

Active voice produces stronger, livelier writing. It emphasizes the action, and it usually
saves words. The suggestion that active voice be preferred does not mean that passive
voice is always incorrect or that you should never use it. Passive voice can be correct,
and it has a place. The problem is that many writers tend to overuse it, especially in
report writing. Your decision on whether to use active or passive voice is not simply a
matter of personal choice. Sometimes passive voice is preferable. Passive is better
when the doer of the action is not important, when the performer is not known or when
the writer prefers not to name the performer.

These reports are prepared by the accountants every month. (Passive, poor)

It is believed by the writer that this company policy is wrong. (Passive, poor)

You will be directed by your supervisor to complete this task by tomorrow. (Passive, poor)

The color desired was not specified in your order. (Passive, good)

During the past year the shipments have been delayed seven times. (Passive, good)

The interviews will be conducted on Friday between 8 AM and 5 PM. (Passive, good)

(4) Select Words for Precise Meanings.

Obviously, writing requires some knowledge of language. In fact, the greater your
knowledge of the English language, the better you are likely to write in English. If you
want to be a good English writer, you will need to study English words carefully. You will
need to learn their precise meanings, especially the shades of difference in the
meanings of similar words.
Those who are on low incomes are entitled to a tax discount. (×)

The store manager will reduce the money if you are not entirely satisfied. (×)

Before buying any material, we contrast it with competing products. (×)

(5) Avoid Sexist Words.

Many words in English suggest male dominance. Avoid using them. Perhaps the most
troublesome sexist words are the masculine pronouns (he, his, him) when they are used
to refer to both sexes. You can avoid doing this by:

 Rewording the sentence

 making the reference plural;
 by substituting neutral expressions.