Today’s Class:

Understanding Your Audience

Finding The Right Tone
WiiFM
WHAT’S IN IT
FOR ME?

Use the You Attitude

Internal Executives
Audiences (CEO)

Upper level management

Co workers Employee Co workers

(same dept.) (You) (other depts.)

Subordinates
Generally speaking, your audience’s distance from a topic
determines the amount of detail you need to provide.

Level of Detail and Tone Appropriate for

Management & Executives (North)

Immediate Upper-Level
Audience CEO
Supervisor Management
Knowledge of
HIGH LOW LOWEST
Subject Matter

Appropriate Tone INFORMAL MORE FORMAL MOST FORMAL

Level of Detail
HIGH LOW LOWEST
Needed
Use “PROFESSIONAL FORMALITY” when
communicating with managers and executives

Pleasant þ Stiff ý

Diplomatic þ Uptight ý

Be firm & confident presenting your point of view.

AVOID a strident or commanding tone - this is rude.

 Lateral communication (East-West) takes place with
co-workers. It’s lateral because these colleagues do
not manage you, nor do you manage them.

Level of Detail and Tone Appropriate for Lateral

Communication (East-West)

Coworkers Within Coworkers in Other

Audience
Department Departments

Knowledge of
HIGH LOW
Subject Matter

Appropriate Tone INFORMAL INFORMAL

Level of Detail
LOW HIGH
Needed
 You communicate vertically downward (southward)
to employees who work under your supervision.

Level of Detail and Tone Appropriate for

Subordinates (South)

Long-Term New-Hire
Audience
Subordinates Subordinates

Knowledge of
HIGH LOW
Subject Matter

Appropriate Tone INFORMAL INFORMAL

Level of Detail
LOW HIGH
Needed
USEFUL TIP:
If audience members have different
levels of understanding of the topic, aim
your message at the most influential
decision maker/s.
EXTERNAL AUDIENCES
• When writing to an external audience for the
first time, adopt a slightly formal tone.
• Wait and see how your reader responds. If her
reply is informal, adjust your tone to match.
• But if she replies using a formal tone, stick
with this.
Many external audiences (people you don’t
know well) will be insulted if you address
them informally with your first contact.
CREATING AN AUDIENCE PROFILE

• Who are they & what are their demographics?

• What are they expecting to receive? What information

do they need from me?

• How much prior-knowledge do they have about my

subject? (Are they experts or novices?)

• How likely are they to agree with my conclusions?

(Do I need extra facts & evidence to convince them?)
Controlling Your Writing Style & Tone
Ø Writing Style = the words you select, how you
use those words in sentences, and the way you
build paragraphs from individual sentences.
Ø Business writing uses a plain English writing style.

Plain English is language that the intended

audience can understand and act upon the
first time they read it.
 FINDING THE RIGHT TONE
Your writing style creates a certain tone.
Tone creates an audience’s overall impression
of your message.

TONE SPECTRUM

INFORMAL CONVERSATIONAL FORMAL

 Formal Tone: For The Most Formal Occasions

Dear Ms. Chan:

Please find enclosed the information you requested during our telephone
conversation on January 31. As we discussed, Cordova Health Clinics has
significantly more doctors of exceptional quality than any other private health
facility in British Columbia.
In addition to general physicians, our organization offers an impressive network
of other health-care professionals too, including home care nurses,
physiotherapists and speech pathologists. Our offices are located in all the major
city centres of the province. Should you need a medical specialist, our highly-
trained staff will be able to make an appropriate recommendation.
In the event that you have questions or would like additional information, please
feel free to contact me during regular hours, Monday to Friday.

Sincerely yours,

Gerald Cayman
 Conversational Tone: For Most Business Communication
Dear Ms. Chan,

Here is the information you requested during our phone conversation on

Friday. As we discussed, Cordova Health Clinics has access to many of
British Columbia’s highest-rated doctors, not to mention short wait-
times for consultations.

We also have a vast network of other health professionals, including

physiotherapists, home-care nurses and speech pathologists. All are
available by appointment at offices throughout British Columbia. If you
need a specialist, I can direct you to our nearest Cordova Clinic and our
staff will help refer you to the right one.

If you would like more information, please call any time between 9:00
and 5:00, Monday through Friday.
Sincerely,

Gerald Cayman
Informal Tone: For Communicating With Friends And Close Associates
Hi Jenny,
Hope all is well. Just sending along the information you asked for.
As I said on Friday, Cordova Health Clinics has great doctors with a
lot of experience.
Their other healthcare staff will really be able to help you too. I
know you’re worried about your mum but these people really are
top notch. They’ll be happy to talk to you and refer a doctor and
homecare nurse.
Just call me if you want to know more - any time from 9am to 5pm
is fine.

Take care,

Gerry
 Inappropriate Tone: Arrogant & Forceful
Dear Ms. Chan,
I received your complaint about our medical services and your
comments are way off target. Our doctors are leaders in their
respective fields and the opening times of our clinic are comparable to
- or longer - than those of our competitors. To back this up, I have
attached an independent report by the Access Consultancy Group that
explains in detail what you are looking for.

The report is thorough and, as I’m sure you’ll agree, essential reading.
I am also returning the post-dated cheque you sent – it’s not dated
properly and can’t be accepted as payment. Appointments with Dr.
Lee are filling fast for next week, so I need to know by Thursday at the
latest if you plan to come or not. As well, make sure you submit all
medical records 24 hours prior to any appointment.

G. Cayman
 Inappropriate Tone: Unprofessional

Hey Jenny!

Here’s the 411 you requested. IMHO, we have more and

better people than any hospital in the province.
FYI, we also have a large group of doctors and other
health professionals w/offices close to U at work/home.
If U need a specialist, they’ll refer U to the right one.
Any Q’s? just ring or mesg.
L8R