By

Dr. Abdullah Mahfoudh Salem Baadhem

Faculty of Business and Communication -2022/2023

Business Communication Today
Business Communication Today
Step Two in the Three-Step Writing Process: Write Your Messages
Using the “You” Attitude

➢ Use Second Person Pronouns

➢ Show Interest in Your Audience
➢ Respect Cultural Preferences
➢ Adhere to Organizational Policies
Maintaining Standards of Etiquette

➢ Respect Your Audience

➢ Minimize Negative Emotional Reactions
➢ Use Diplomacy and Tact
➢ Be Conscious of the Correct Level of Formality
➢ Choose the Medium Best-Suited to Your
Message
Emphasizing the Positive
Avoid Negative Language
Focus on Opportunities for
Improvement
Emphasize Audience Benefits
Use Euphemisms
Appropriately
Ease the Emotional Burden on
the Writer
Soften the Blow to the Audience
– Be Honest, Not Harsh
Using Bias-Free Language

➢ Gender Bias
➢ Racial and Ethnic Bias
➢ Age Bias
➢ Disability Bias
Establishing Your Credibility

➢ Honesty
➢ Objectivity
➢ Awareness of Audience Needs
➢ Credentials, Knowledge, and Expertise
➢ Endorsements
➢ Performance
➢ Sincerity
Projecting Your Company’s Image

➢ Communication Style
➢ Communication Guidelines
Creating a Conversational Tone

➢ Understand the Difference Between Texting and Writing

➢ Avoid Preaching and Bragging
➢ Be Careful with Intimacy
➢ Be Careful with Humor
Use Plain Language

➢ Helps Audience Easily Grasp Meaning

➢ Supports the “You” Attitude
➢ Shows Respect for Audience
➢ Increases Productivity
➢ Helps Diverse, Global Audiences
Selecting the Active or Passive Voice

Table Choosing Active or Passive Voice

In general, avoid passive voice to make your writing lively and direct.
Dull and Indirect in Passive Voice Lively and Direct in Active Voice

The new procedure was developed by the operations The operations team developed the new procedure.
team.
Legal problems are created by this contract. This contract creates legal problems.

Reception preparations have been undertaken by Our PR people have begun planning a reception
our PR people for the new CEO’s arrival. for the new CEO.

However, passive voice is helpful when you need to be diplomatic or want to focus
attention on problems or solutions rather than on people.

Accusatory or Self-Congratulatory in More Diplomatic in Passive Voice

Active Voice
You lost the shipment. The shipment was lost.
I recruited seven engineers last month. Seven engineers were recruited last month.

We are investigating the high rate of failures on the final The high rate of failures on the final assembly line is being
assembly line. investigated.
Three Levels of Writing

➢ Strong Words
➢ Effective Sentences
➢ Coherent Paragraphs
Understanding Denotation and Connotation

Denotative Words Connotative Words

Explicit Implicit
Literal or Dictionary Includes all
Meaning Associations and Feelings Evoked
by the Word
Balancing Abstract and Concrete Words

➢ Abstract Words
• Concepts
• Quality
• Characteristic
➢ Concrete
• Touch
• See
• Visualize
Finding Words That Communicate Well

➢ Choose Strong, Precise Words

➢ Choose Familiar Words
➢ Avoid Clichés and Buzzwords
➢ Use Jargon Carefully
Choosing From the Four Types of Sentences

Simple Sentence Compound Sentence

One Main Clause Two Main Clauses
Objects and Phrases Joined by Conjunction

Complex Sentence Compound Complex Sentence

One Main Clause (Independent Clause) Two Main Clauses
One or More Subordinate Clause At Least One Clause Contains a
(Dependent Clauses) Subordinate Clause
Using Sentence Style to Emphasize Key Thoughts

➢ Wording Key Ideas

• Devoting More Words to Key Thoughts
• Sentence Style
• Characteristic
➢ Placing Key Ideas
• At the Beginning or End of a Sentence
• Making Key Thoughts The Subject
• In Dependent Clauses
Creating the Elements of a Paragraph

Topic Sentence Support Sentences Transitions

Summary of the Support and Expand Help Readers Move
General Idea the Topic Between Sentences
and Paragraphs
Reminds Reader of Clarify and Justify the Creates a Smooth,
the Purpose of Each Topic Even Flow
Paragraph
Choosing the Best Way to Develop Each Paragraph (1-2)

➢ Five ways to develop paragraphs:

• Illustration
• Comparison or contrast
• Cause and effect
• Classification
• Problem and solution
Choosing the Best Way to Develop Each Paragraph(2-2)

➢ Use Linear Organization

➢ Prioritize Information
➢ Write Shorter, More Focused Messages
➢ Use Shorter Subject Lines and Headings
➢ Use Shorter Paragraphs
Thank you