ESP121 – HOÀNG MINH ÁNH

UNIT 1:
BUSINESS COMMUNICATION IN THE
INFORMATION AGE
CHAPTER 1: THRIVING IN A DIGITAL, SOCIAL, AND
MOBILE WORKPLACE

!!! Learning Outcomes:

1, Describe how communication skills fuel career success in a challenging digital age
marketplace.
2, Use active listening techniques.
3, Discuss how effective nonverbal communication can help you build your credibility and
advance your career.
4, Describe the key dimensions of culture and how technology and social media shape
intercultural communication.
5, Identify strategies for enhancing intercultural effectiveness and communication across
cultures

1-1. SUCCEEDING WITH TWENTY-FIRST-CENTURY SKILLS

- Experts estimate that almost half of all present jobs will disappear in the next decade.
- Future-proof occupations will require communication, managing people, creativity, and
specialized knowledge.
- The COVID-19 pandemic forced an unprecedented expansion of remote work and,
therefore, accelerated the ongoing digital transformation of the workplace.
- In a hyperconnected, always-on environment, communication skills are critical.

A. COMMUNICATION SKILLS AND CAREER SUCCESS

- Superior communication skills will make you marketable in the workplace of the future
regardless of the economic climate.

- In one recent survey of job postings, written and oral communication ranked first among the
five most desirable attributes in job seekers, ahead of management, leadership, problem-
solving, and teamwork skills.

- You can learn how to communicate effectively.

B. WHY COMMUNICATION AND OTHER OCIAL SKILLS MATTER

The average employee spends almost 12 hours per week answering e-mails at the office and
another 5 hours from home.
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• Many office workers also write reports, memos, presentations, instant messages, social
media posts, and more.

• To be successful, workers need essential twenty-first-century skills such as oral and written
communication, teamwork, analytical thinking, problem solving, and media savvy.

• Jobs relying heavily on transferrable skills such as communication are more likely to
survive automation.

• An analysis of 142,000 job advertisements revealed that the most highly requested
interpersonal skills were - oral communication (28 percent)

- written communication (23 percent)

- collaboration (22 percent)
- problem solving (19 percent)
• Recruiters will scrutinize your online presence and will not hire candidates who write poorly
or post inappropriate content.
• Employees work remotely and depend on digital meeting tools; therefore, IT departments
are much needed, and techs must possess people skills.
• Half of the employers said new-hires are not workplace ready, mainly lacking critical-
thinking and reasoning skills.
• Employers noted that students were adequately trained for entry-level jobs but were not
equipped for advancement.
• Regardless of the field you choose, you probably will be sending many digital messages.

C. EMPLOYERS WANT PROFESSIONALISM.

• Soft skills, people skills, or emotional intelligence are powerful social skills employers
expect.

• Interpersonal skills or professional skills can be defined as a combination of

communication, logical reasoning, critical-thinking, teamwork, and management skills.

• Projecting a professional image can make a real difference in helping you obtain the job of
your dreams.

D. THE ECONOMIC BENEFIT OF YOUR COLLEGE EDUCATION

• Fewer than half of adults in the United States expressed confidence in higher education.

• Yet, college graduates earn more, suffer less unemployment, and can choose from a wider
variety of career options than workers without a college education.

• Graduates with bachelor's degrees and higher earn nearly three times as much as people with
less than a high-school education and are more than three times less likely to be unemployed.
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E. MEETING THE CHALLENGES OF THE INFORMATION AGE

WORKPLACE
• Disruptive technologies and social media.

- Smartphone apps, programs or software designed for mobile devices, have contributed
to the development of the sharing economy, an economic model in which individuals
rent or borrow assets owned by others (think Uber or Lyft).
- Businesses are unlikely to thrive without digital media.

• Remote work and 24/7/365 availability.

- The COVID-19 pandemic forced 66 percent of U.S. employees to work from home at
least part-time.
- Constant connectedness has also blurred the line between work and leisure.
- Employees in the United States work long hours without extra compensation and
receive the shortest paid vacations among their international counterparts.
- Experts caution that "digital overload" is a major stressor, leading to burnout.
- Global studies in the wake of the pandemic have found that remote work may be bad
for employees' mental health.

• Collaboration and teams.

- Many companies have created cross-functional teams to empower employees and

boost their involvement in decision making.
- Ad hoc teams are project-based teams that disband once they have accomplished their
objectives.
- Our future gig economy may rely on free agents who will be hired on a project basis
rather than traditional full-time, relatively steady jobs.

• Flattened management layers.

- Flatter organizations means fewer managers, which allows organizations to better

compete and to reduce expenses. Frontline employees are making decisions,
communicating them to customers, employees, and executives.

• Global competition and cultural diversity.

- Expanding global markets and growing workforce diversity means that you may be
interacting with people from many cultures.
- Successful business communicators learn about other cultures and develop
intercultural skills including sensitivity, flexibility, patience, and tolerance.

• Emphasis on ethics.

- Tales of misconduct have eroded public trust and fed into the perception that all
business is dishonest.
- Millennials prefer sustainable and ethical brands.
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- In a hyperconnected always-on professional environment, communication skills are

constantly noticed.
- You will need to nurture your reputation and safeguard your brand online and off.

QUESTION
1, The combination of communication, logical reasoning, critical-thinking, teamwork, and
management skills used to be referred to as soft skills, but now are being referred to instead as
interpersonal skills or

a. statistical skills

b. professional skills

c. emotional skills

d. executive skills

2, Major trends in today's dynamic world of work include increased emphasis on self-directed
work groups and virtual teams, heightened global competition, innovative communication
technologies, new work environments, and focus on
a. creating an entirely online presence.
b. promoting from within.
c. restructuring and downsizing.
d. business ethics.

SUMMARY OF L.0 – 1
• In an era of automation, augmented reality, and artificial intelligence, communication and
other interpersonal skills can future-proof well-trained workers.
• Workers communicate more than ever, many collaborate in teams, which means that even
technical fields require excellent communication skills.
• Employers expect new-hires and other employees to project a professional image and
possess superior interpersonal skills, including oral and written communication.
• Information age job challenges include rapid technological change and uncertainty, 24/7
availability, flatter management, an emphasis on teams, global competition, and a renewed
focus on ethics

L.O.1

What will the workplace of the future look like, and what skills does the labor force need
to adapt to rapid change and uncertainty?

Technologies in many disciplines are rapidly evolving and transforming how we work and
communicate. A renowned economist, the World Economic Forum's co- founder Klaus Schwab, has
described the age we are entering as the Fourth Industrial Revolution. Robots, automation, and
artificial intelligence (AI) are already radically reshaping and even destroying some occupations.
Many tasks formerly performed by humans can be executed by machines. Experts estimate that close
to half of all present jobs will disappear in the next decade, although new jobs are likely to emerge.
ESP121 – HOÀNG MINH ÁNH

Employers say that they need a well-trained workforce with a broad range of skills, including superior
interpersonal skills, also called emotional intelligence, such as communication, teamwork, and
punctuality but also logical reasoning and critical-thinking skills.

What does it mean that the office of the future is mobile and always on? (L.0.1)
In a global economy in which corporations own far-flung operations around the world, a networked,
information-driven workforce never goes off duty. The 24/7 workplace operates around the clock,
with managers, staff, and teams always staying connected to share information when needed, wherever
they may be, and address issues when they arise.

List six trends in the information age workplace that can pose a challenge for business
communicators. (L.O. 1)

- Disruptive technologies and social media

- Remote work and 24/7/365 availability

- Collaboration and teams, whether on-site, hybrid, or fully virtual

- Flattened management layers

- Global competition and cultural diversity at home

- Emphasis on ethics

CRITICAL THINKING – L.O.1

Reflect on the comments about communication made by business tycoons and billionaire
investors Richard Branson and Warren Buffett.

"Communication makes the world go round. It facilitates human connections, and allows us to
learn, grow and progress. It's not just about speaking or reading, but understanding what is
being said-and in some cases what is not being said."

Richard Branson, billionaire entrepreneur, founder of the Virgin Group

"Your results in life will be magnified if you can communicate them better. The only diploma
I hang in my office is the communications diploma I got from Dale Carnegie in 1952....
Without good communication skills you won't be able to convince people to follow you even
though you see over the mountain and they don't.

12 Warren Buffett, business tycoon, investor, and philanthropist

KNOWLEDGE CHECK
Fill in the Blank:

1……..are powerful social skills employers expect.

2. ………….. can be defined as a combination of communication, logical reasoning, critical-thinking,

teamwork, and management skills
ESP121 – HOÀNG MINH ÁNH

3 A ……………….. is an economic model in which individuals rent or borrow assets owned by

others.

4. Our future ……….. may rely on free agents who will be hired on a project basis rather than
traditional full-time jobs.

ACTIVITIES & CASES

Task. Send an email or write a memo or introduction to your instructors

Dear [Instructor's Name],

I am writing this email to introduce myself and express my interest in taking the course
that you are offering. My name is [Your Name], and I am excited to embark on this learning
journey with you. I have always been passionate about [insert your field of interest] and I believe
that this course will help me acquire the knowledge and skills necessary to excel in this field.
My motivation for taking this course stems from my desire to deepen my understanding of
[insert the specific topic(s) you want to learn about], and how it can be applied in real-life
situations. I am eager to learn from your extensive experience and expertise in this area, and I am
confident that this course will provide me with the necessary tools to advance my career goals.
Speaking of career goals, my ultimate aspiration is to [insert your long-term career goal]. I
believe that the knowledge and skills I will gain from this course will be instrumental in achieving
this goal. I am also committed to continuously learning and growing in my profession, and I am
confident that this course will help me do just that.
Lastly, I would like to highlight my writing skills, which I believe will be an asset in this
course. I have always enjoyed expressing my thoughts and ideas through writing, and I believe
that effective communication is essential in any field. As a result, I am confident that my writing
skills will enable me to effectively convey my thoughts and ideas throughout this course. Thank
you for taking the time to read my introduction. I look forward to learning from you and engaging
with my fellow students throughout this course. Best regards, [Your Name]

1-2 PRACTICING ACTIVE LISTENING

“The art of conversation lies in listening.”

“Ultimately, listening is an expression of conscious intention, caring, and compassion for one
another. If we take the time to truly connect and to listen, we learn far more than through any
words that we speak.”

"Cuối cùng, lắng nghe là một biểu hiện của ý định có ý thức, quan tâm và lòng trắc ẩn dành cho nhau.
Nếu chúng ta dành thời gian để thực sự kết nối và lắng nghe, chúng ta sẽ học được nhiều hơn bất kỳ
từ nào chúng ta nói.

“As a leader, you need to have a strong voice and you need to know when it’s time to listen.
A real conversation is a two-way dialogue; it requires both parts. ... [The best leaders]
recognize their own intellect, but they also recognize that their colleagues are equally smart
and have something of value to say.”

Là một nhà lãnh đạo, bạn cần phải có một tiếng nói mạnh mẽ và bạn cần biết khi nào là thời gian để
lắng nghe.Một cuộc trò chuyện thực sự là một cuộc đối thoại hai chiều; Nó đòi hỏi cả hai phần....
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[Các nhà lãnh đạo giỏi nhất] nhận ra trí tuệ của chính họ, nhưng họCũng nhận ra rằng các đồng
nghiệp của họ cũng thông minh như nhau và có một cái gì đó có giá trịđể nói."

1-3 COMMUNICATING NONVERBALLY

“Like it or not, your clothes and presentation communicate volumes about you as a person.
The question is not whether you care about fashion, it’s more about what you’re
communicating intentionally or unconsciously through your fashion choices. Just as the actor
in the right costume moves and speaks differently, so does the everyday person.”5

"Dù muốn hay không, quần áo và giọng điệu thuyết trình của bạn truyền đạt rất nhiều về bạn với tư
cách là một người. Câu hỏi không phải là liệu bạn có quan tâm đến thời trang hay không, mà là về
những gì bạn đang truyền đạt một cách cố ý hay vô thức thông qua các lựa chọn thời trang của bạn.
Giống như diễn viên trong trang phục phù hợp di chuyển và nói chuyện khác nhau, người thường
cũng vậy." 5

1-4 UNDERSTANDING CULTURE & COMMUNICATION

When different cultures come together, significant misunderstandings can occur, therefore,
special sensitivity and skills are necessary.

Culture may be defined as the complex system of values, traits, morals, and customs shared
by a society.

Globalization, growing diversity, and social networking demand that we adjust and adopt new
attitudes,

There are five key dimensions of culture: context, individualism, time orientation, power
distance, and communication style.

A - HIGH AND LOW CONTEXT

- Context refers to the stimuli, environment, or ambience surrounding an event.

- Low-context cultures (such as those in North America, Scandinavia, and Germany) depend
little on the context.

- High-context cultures (such as those in China, Japan, and Middle Eastern countries) assume
that the listener does not need much background information.
ESP121 – HOÀNG MINH ÁNH

- Low-context cultures

 Tend to prefer direct verbal interaction

 Tend to understand meaning at only one sociocultural level -Are generally less
proficient in reading nonverbal cues
 Value individualism
 Rely more on logic
 Say "no" directly
 Communicate in highly structured, detailed messages with literal meanings
 Give authority to written information

- High-context cultures

 Tend to prefer indirect verbal interaction

 Tend to understand meaning embedded at many sociocultural levels -Value group
membership
 Are generally more proficient in reading nonverbal cues
 Rely more on context and feeling -Talk around the point, avoid saying no
 Communicate in sometimes simple, sometimes ambiguous
 Understand visual messages readily messages

B- INDIVIDULISM & COLLECTIVISM

- Individualism refers to an attitude of independence and freedom from control

- Members of low-context cultures, particularly North Americans, tend to value

individualism.
ESP121 – HOÀNG MINH ÁNH

- Collectivism emphasizes membership in organizations, groups, and teams; it encourages

acceptance of group values, duties, and decisions.

- Members of high-context cultures are more collectivist

- Newer research suggests cultural convergence (hội tụ văn hóa), a lessening of group
differences and a trend toward greater global similarity particularly in higher individualism
and lower power distance.

C- TIME ORIENTATION
- Monochronic time or M-Time is time perceived as if it were running on a single, linear
track.(thời gian tuyến tính)

- Western cultures tend to be monochronic and view time as a precious commodity

associated with productivity, efficiency, and money.

- Polychronic time or P-Time is viewed as abundant and nonlinear. (dồi dào, vô hạn)

- Most Asian, South American, and Native American are polychronic and view time as an
unlimited resource to be enjoyed; it is open and flexible.

D- POWER DISTANCE
- Power distance measures how people in different societies cope with inequality in other
words, how they relate to more powerful individuals.

- 1High-power-distance countries maintain formal hierarchies and embrace relatively

authoritarian, paternalistic power relationships.
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- 2Low-power-distance cultures promote feelings of equality, encourage subordinates to

voice opinions and participate in decision making, and tend to be more democratic,
egalitarian, and informal.

- While many Asian countries have high-power distance cultures, most Western cultures
have low-power distance.

E – COMMUNICATION STYLE
- People in low-context cultures rely heavily on words in contracts and negotiations.

- People in high-context cultures place more emphasis on the surrounding context than on
the words describing a negotiation.

- North Americans are uncomfortable with silence, impatient with delays, value
straightforwardness, are suspicious of evasiveness (lảng tránh), and distrust people whom
they perceive as having a hidden agenda or playing their cards too close to the chest.

F- TECHNOLOGY & SOCIAL MEDIA AFFECT INTERCULTURAL

COMMUNICATION
- Social Media: Blurring Boundaries? (Xoá bỏ ranh giới)

 Social media can benefit mental health, blur cultural gaps, reduce hierarchies, and
empower people to change their circumstances
 At the same time, the online environment may deepen feelings of social isolation
(cách li XH), leading to depression.
 The loneliness epidemic is widespread feeling of loneliness and depression felt by a
large portion of the population.

- Social Media: Global and Local?

 Despite cultural convergence -the equalizing influence of globalization on cultures

around the world-regional and cultural differences persist.
 Knowledge of color symbolism across cultures is indispensable for designers lest they
commit cultural blunders. (E.g. Orange-Asia: Auspicious, Middle East: Mouming and
Loss)
 More serious differences nationally as well as globally are now caused by geopolitical
turmoil (Bất ổn địa chính trị), cyberattacks by foreign powers, and digital
nationalism - restricted access to the Internet in authoritarian countries around the
world
 Some predictions foresee a Splinternet, a fragmentation of the Internet. (Phân mảnh)

Cross cultural communication Ted x Bergen

https://www.youtube.com/watch?v=YMyofREc5Jk
ESP121 – HOÀNG MINH ÁNH

Rule number 1: ask a simple question. Curious, simple question.

Rule number 2: listen to the answer, pick out a word, follow up that word.

SUMMERY OF L.O – 4
- Culture is a complex system of values, traits, ethics, and customs shared by a society; culture
molds the way we think, behave, and communicate both offline and online.

- Culture can be described using key dimensions such as context, individualism, time
orientation, power distance, and communication style.

- Today's communicators need to be aware of low- and high-context cultures, individualistic

versus collectivist societies, differing attitudes toward time, clashing perceptions of power,
and varying degrees of reliance on the written word.

- Whether social media can bridge cultural divides and erase differences or will lead to greater
isolation will depend on the users as much as it would among strangers who meet at a dinner
party.

WHAT IS CULTURE, AND WHAT ARE FIVE KEY DIMENSIONS THAT CAN BE
USED TO DESCRIBE IT? (L.O. 4)
Culture may be defined as the complex system of values, traits, morals, and customs shared
by a society, region, or country. Culture is a powerful operating force that molds the way we
think, behave, and communicate. The five dimensions that can be used to describe cultures are
context, individualism, time orientation, power distance, and communication style.

CRITICAL THINKING-L.0.4
14. When Procter & Gamble launched its Pampers brand in Japan, the diaper package
confused and disturbed customers. As in the United States, the package featured the picture of
a stork delivering a baby. Why were Japanese parents perturbed? It turns out that the myth of
a stork carrying babies to expectant parents is unknown in Japan. Instead, according to
Japanese lore, giant floating peaches deliver offspring. Can you explain what may have
caused the intercultural blunder? How could Procter & Gamble have avoided it? (LO. 4, 5)

1-5 ENSURING INTERCULTURAL EFFECTIVENESS

A - AVOIDING ETHNOCENTRISM AND STEREOTYPING

- Ethnocentrism is the belief in the superiority of one's own ethnic group.

- A stereotype is an oversimplified, rigid perception of a behavioral pattern or characteristic

applied uncritically to groups. Khuôn mẫu

- Tolerance, learning about those who are not like us and being open-minded and receptive to
new experiences, is crucial as global marks expand and our society becomes increasingly
multiethnic.
ESP121 – HOÀNG MINH ÁNH

- To become more tolerant, practice empathy (đồng cảm), trying to see the world through
another's eyes and being less judgmental and more eager to seek common ground.

- One way of promoting greater understanding is to work toward a common goal

B - SUCCESSFUL ORAL COMMUNICATION WITH INTERCULTURAL

AUDIENCES
Successful Oral Communication With Intercultural Audiences

 Use simple English  Accept blame.

 Speak slowly and enunciate clearly.  Listen without interrupting.
 Encourage accurate feedback.  Smile when appropriate.
 Check frequently for comprehension  Follow up in writing.
 Observe eye messages.

C - SUCCESSFUL WRITTEN COMMUNICATION WITH

INTERCULTURAL AUDIENCES
- When you write to someone from a different culture, you can improve your chances of being
understood by following the following suggestions:

 Consider local styles and conventions.

 Observe titles and rank.
 Hire a translator.
 Use short sentences and short paragraphs.
 Avoid ambiguity. (lan man)
 Cite numbers carefully.

D - GROWING WORKFORCE DIVERSITY

- The domestic workforce is becoming more diverse.

 People of color comprise 39 percent of the U.S. population. -By 2045, experts predict
that communities of color will represent the majority of the U.S. population at 50.3
percent.
 Women comprise nearly 50 percent of the workforce.
 The share of the population over 65 will jump from 15 percent now to almost 22
percent in 2050. Many of these older people will remain in the workforce. -Thanks to
technological advances, more disabled individuals are joining the workforce.

E - UNDERSTANDING THE BENEFITS OF DIVERSITY AT WORK

- As society and the workforce become more diverse, successful communication among the
various identity groups brings distinct advantages in three areas.

 Consumers. A diverse staff is better able to respond to the increasingly diverse

customer base in local and world markets.
ESP121 – HOÀNG MINH ÁNH

 Work Teams. Leadership experts agree that diversity enhances creativity because
inclusive teams bring novel perspectives to the table, resulting in better decision
making and problem solving.
 Businesses. Organizations gradually realize that inclusivity is a critical bottom-line
strategy to increase revenue, engage employees, and spur innovation.

F - COMMUNICATING IN A DIVERSE WORKPLACE

- The following suggestions can help you find ways to improve communication and
interaction.

 Seek Training
 Understand the value of difference
 Sameness fosters an absence of critical thinking called groupthink
 Learn about your cultural self. -Make fewer assumptions
 Build on similarities

SUMMARY OF LEARNING OUTCOMES-5

- Beware of ethnocentrism and stereotyping; instead, embrace tolerance and keep an open
mind.
- In oral communication, use simple English, speak distinctly, check for comprehension,
observe eye messages, accept responsibility for miscommunication, smile when
appropriate, don't interrupt, and follow up in writing
- When writing, consider local styles and conventions, hire a translator, use short sentences,
avoid ambiguous wording, and cite numbers carefully.
- As the domestic workforce becomes more diverse, appreciate diversity as a critical
business strategy.
- To communicate well with diverse audiences, seek training, understand the value of
diversity learn about your own culture, make fewer assumptions, and look for similarities
ESP121 – HOÀNG MINH ÁNH

UNIT 2: THE WRITING PROCESS IN THE

DIGITAL ERA
CHAPTER 2: PLANNING BUSINESS MESSAGES
a. Upbeat, formal,
b. Primary audience: water users
Difference language
Conversational but professional, polite
c. Primary audience: your boss
Fax, provide your boss some handout
Sencondary audience: Employees
Provide some backgr in4
d. Primary audience: Sales manager
Technical terms, formal
Secondary audience: Higher boss
e. Primary: Executives
U know their salary range
 Educated readers
f. Primary: Your manager
Sencondary: Higher position manager
Provide some backgr i4 ab class (benefits to company)\

2-1 EXPLORING THE COMMUNICATION PROCESS

A SENDER HAS IDEA

ESP121 – HOÀNG MINH ÁNH

B SENDER ENCODES IDEA

- This means converting the idea into words or gestures that will convey meaning.
- A major problem in communicating any message verbally is that words have different
meanings for different people.
- choose familiar, concrete words

C SENDER SELECTS CHANNEL & TRANSMIYS MESSAGE

The medium over which the message travels is the channel. Messages may be delivered by e-
mail, SMS text, instant message, social media post, letter, memorandum, report,
announcement, picture, spoken word, fax, Web page, or some other channel.

- Only well-crafted messages may be accepted, understood, and acted on

- Anything that interrupts the transmission of a message in the communication process is
called noise.
- Channel noise may range from a weak Wi-Fi signal to sloppy formatting and typos in e-
mail messages.

D - RECEIVER DECODES MESSAGE

- Translating the message from its symbol form into meaning involves decoding
- Only when the receiver understands the meaning intended by the sender—that is,
successfully decodes the message—does communication take place

E – FEEDBACK RETURNS TO SENDER

- The verbal and nonverbal responses of the receiver create feedback
- Senders can encourage feedback by asking questions such as Am I making myself clear?
and Is there anything you don’t understand?
- In business one of the best ways to advance understanding is to paraphrase the sender’s
message with comments such as Let me see if I understood you correctly.

2-2APPLYING THE 3-X-3 WRITING PROCESS TO BUSINESS

MESSAGES

A- UNDERSTANDING THE GOALS OF BUSINESS WRITERS

In the workplace, however, writing should be:

■ Purposeful. Your goal will be to solve problems and convey information. Each message
should have a definite strategy.

■ Economical. You will try to present ideas clearly but concisely. Length is not rewarded.

■ Audience centered. You will look at a problem from the perspective of the audience
instead of seeing it from your own.
ESP121 – HOÀNG MINH ÁNH

B – FOLLOWING THE 3X3 WRITING PROCESS

2-5 IMPROVING THE TONE & CLARITY OF A MESSAGE

A – CHOOSING TO BE POSITIVE RATHER THAN NEGATIVE

- Positive language generally conveys more information than negative language does.
Moreover, positive messages are uplifting and pleasant to read
- what is and what can be done rather than what isn’t and what can’t be done
Ex: Your order cannot be shipped by January 10 is not nearly as informative as Your
order will be shipped January 15.
- Some words appear to blame or accuse your audience. For example, opening a letter to a
customer with You claim that suggests that you don’t believe the customer.
Other loaded words that can get you in trouble are complaint, criticism, defective, failed,
mistake, and neglected

!! Avoid phrases such as you apparently are unaware of, you did not provide, you
misunderstood, and you don’t understand

2-5B EXPRESSING COURTESY

- Maintaining a courteous tone involves not just guarding against rudeness but also
avoiding words that sound demanding or preachy
- Turn these demands (you should, you must, and you have to) into rhetorical questions that
begin with Will you please . . . .
- losing your temper or being sarcastic will seldom accomplish your goals as a business
communicator: to inform, to persuade, and to create goodwill
- In dealing with customers in phone conversations, use polite phrases such as these: I
would be happy to assist you with that, Thank you for being so patient, and It was a
pleasure speaking with you.
ESP121 – HOÀNG MINH ÁNH

To make a positive impression and show respect, use good manners in person and in
writing. For example, don’t be presumptuous by issuing orders or setting the time for a
meeting with a supervisor. Use first names only if given permission to do so. Even if your
boss or manager sends error-filled messages, don’t let such errors creep into your own writing

C- AVOIDING GENDER-, AGE-, AND DISABILITY-BIASED LANGUAGE

In adapting a message to its audience, be sure your language is sensitive and bias-free.

- The real problem is that we don’t think about words and phrases that stereotype groups of
people, such as the boys in tech support or the girls in the front office.
- avoid gender-biased language by choosing alternate language for words involving man or
woman, by using plural nouns and pronouns, or by changing. to a gender-free word
(person or representative). Avoid the his or her option.
- Specify age only if it is relevant, and avoid expressions that are demeaning or subjective
such as spry old codger. Avoid patronizing references such as one of the lovely office
ladies will help you. Instead, try one of the administrative assistants will help you.
- To avoid disability bias, do not refer to an individual’s disability unless it is relevant.
When necessary, use terms that do not stigmatize disabled persons. Never use cripple or
crippled when talking about people with disabilities. Moreover, don’t refer to them as
specially courageous, brave, or superhuman. Doing so makes it seem unexpected that they
can be successful or live life like anyone else
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D - PREFERRING PLAIN LANGUAGE AND FAMILIAR WORDS

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E - USING PRECISE, VIGOROUS WORDS

Strong verbs and specific nouns give receivers more information and keep them interested

ACTIVITIES
Subject: Briefing on the History and Guidelines of the Plain Writing Movement
Dear Team,
As part of our ongoing effort to improve written communication, I thought it would be helpful
to provide some background on the Plain Writing movement, which emphasizes clear,
concise, and audience-focused communication. The following information provides an
overview of the history of this movement, who it affects, and its benefits, as well as five
guidelines with examples that can help improve our writing.
History and Overview: The Plain Writing movement started in the U.S. in the 1970s when the
government encouraged regulatory writers to use simple, straightforward language in their
documents. Over time, the principles of plain language have become an international
movement and apply to many professions, including healthcare, finance, and law. The
benefits of plain language are numerous, including better communication with readers,
reduced confusion and errors, and increased transparency.
Guidelines and Examples:
1. Use short sentences: "The report includes a significant amount of data that needs
analysis" can become "The report has large data which needs to be analyzed."
2. Avoid jargon and technical terms: Instead of "This machine features a KPI of 96%,"
say "This machine has a performance rate of 96%."
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3. Use active voice: Instead of "The report was written by the marketing team," say "The
marketing team wrote the report."
4. Use lists and headings: For example, "The following steps will guide you through the
process: Step 1: Log in. Step 2: Select the item. Step 3: Check out."
5. Write for your audience: Use clear and simple language appropriate for your readers.
For example, "The project was accomplished with a ROI of 20%" is better than "The
project was achieved with an ROI of 20%," if your audience is not familiar with the
term "ROI."
To comply with the Plain Writing movement, we should aim to use these guidelines in our
writing. Doing so will help ensure our messages are clear, concise, and easy for our audience
to understand, leading to better communication and outcomes.
I hope this background and these guidelines are useful in our ongoing effort to improve
written communication. Please let me know if you have any questions or concerns.
Best regards,
[Your Name]
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UNIT 3: ORGANIZING & DRAFTING

BUSSINESS MESSAGES
Learning Outcomes

1, Compare 2 forms of research that begin Phase 2 of the 3-x-3 writing process.

2, Demonstrate methods for organizing ideas to show relationships.

3, Write effective sentences that avoid fragments, run-ons, and comma splices.

4, Demonstrate methods for emphasizing ideas, using active and passive voice, developing
parallelism, and placing modifiers correctly.

5, Explain how to create well-organized, coherent paragraphs

3-1 DRAFTING WORKPLACE MESSAGES BEGINS WITH

RESEARCH

A- THE WRITING PROCESS BEGINS WITH BACKGROUND

INFORMATION
■ What does the receiver need to know about this topic?

■ What is the receiver to do?

■ How is the receiver to do it?

■ When must the receiver do it?

■ What will happen if the receiver doesn’t do it?

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B- INFORMAL RESEARCH
■ Search your company’s files.

■ Talk with the boss. Get information from the individual giving you the assignment. What
does that person know about the topic? What slant should you take? What other sources
would that person suggest?

■ Interview the target audience. Consider talking with individuals at whom the message is
aimed. They can provide clarifying information that tells you what they want to know and
how you should shape your remarks. Suggestions for conducting more formal interviews are
presented in Chapter 10.

■ Create an informal survey. Gather unscientific but helpful information through

questionnaires and telephone or online surveys. In preparing a report predicting the success of
a proposed company fitness center, for example, circulate a questionnaire asking for
employee reactions.

■ Brainstorm for ideas. Alone or with others, discuss ideas for the writing task at hand, and
record at least a dozen ideas without judging them. Small groups are especially fruitful in
brainstorming because people spin ideas off one another. Use your laptop or tablet for a quick,
erasable surface to record ideas.

C – FORMAL RESEARCH
■ Primary sources. Primary data come from firsthand experience. This information might
be generated from surveys, interviews, observation, and experimentation.

■ Secondary sources. Secondary data come from reading what others have experienced or
observed and written about. Books, magazines, journals, and online resources are all
considered secondary sources. Most writers conducting research begin with secondary
sources.

L.O 1
Formal research and informal research are different in terms of methodology, scope, and purpose.
Formal research follows a specific and well-defined scientific method or methodology to gather data
and analyze it in a structured manner to answer specific research questions. It is usually conducted in
an academic or professional setting, and the findings are intended to be generalized for a larger
population or used to contribute to the existing body of knowledge in a particular field. Formal
research often involves a large sample of participants and uses statistical analysis to draw conclusions.
On the other hand, informal research uses nonscientific methods to collect data and focuses on a
smaller group 1. Informal research can provide a preliminary understanding of a problem, situation, or
phenomenon. It is typically exploratory in nature and often used for market research or to gather
feedback before doing formal research. Informal research can be conducted in an unstructured way,
and the results may not be generalizable.
In summary, formal research and informal research have different goals, methods, and results. Formal
research is more structured and rigorous, whereas informal research is more flexible and exploratory.
Both types of research can be valuable depending on the research questions and goals.
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3-2 ORGANIZING IDEAS TO SHOW RELATIONSHIPS

Two simple techniques can help you organize data: the scratch list and the outline.

A - CREATING LISTS AND OUTLINES

B - TYPICAL DOCUMENT COMPONENTS

C - STRUCTURING IDEAS INTO STRATEGIES

Two organizational strategies provide plans of action for typical business messages: the
direct strategy and the indirect strategy.

The primary difference between the two strategies is where the main idea is placed. In the
direct strategy, the main idea comes first, followed by details, explanation, or evidence. In
the indirect strategy, the main idea follows the details, explanation, and evidence. The
strategy you select is determined by how you expect the audience to react to the message.
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DIRECT STRATEGY FOR RECEPTIVE AUDIENCES

When you expect the reader to be pleased, mildly interested, or neutral—use the direct
strategy

This direct method, also called frontloading, offers at least 3 advantages:

■ Saves the reader’s time. Many of today’s businesspeople can devote only a few moments
to each message. Messages that take too long to get to the point may lose their readers along
the way.

■ Sets a proper frame of mind. Learning the purpose up front helps the reader put the
subsequent details and explanations in perspective. Without a clear opening, the reader may
be thinking, “Why am I being told this?”

■ Reduces frustration. Readers forced to struggle through excessive verbiage before

reaching the main idea become frustrated. They may begin to resent the writer. Poorly
organized messages create a negative impression of the writer.

INDIRECT STRATEGY FOR UNRECEPTIVE AUDIENCES.

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When you expect the audience to be uninterested, unwilling, displeased, or perhaps even
hostile, the indirect strategy is more appropriate.

This approach works well with three kinds of messages:

(a) bad news,

(b) ideas that require persuasion,

(c) sensitive news, especially when being transmitted to superiors.

3 benefits

■ Respects the feelings of the audience. Bad news is always painful, but its negative impact
can be lessened by preparing the receiver for it.

■ Facilitates a fair hearing. Messages that may upset the reader are more likely to be read
when the main idea is delayed. Beginning immediately with a piece of bad news or a
persuasive request, for example, may cause the receiver to stop reading or listening.

■ Minimizes a negative reaction. A reader’s overall reaction to a negative message is

generally improved if the news is delivered gently.

L.O 2 DEMONSTRATE METHODS FOR ORGANIZING IDEAS TO SHOW

RELATIONSHIPS.

3-3 WRITING A FIRST DRAFT WITH POWERFUL SENTENCES

Compound Sentence Contains two complete but related thoughts. May be joined by (a) a
conjunction such as and, but, or or; (b) a semicolon; or (c) a conjunctive adverb such as
however, consequently, and therefore:

Our company lacked a social media presence, and it hired a specialist.

Our company lacked a social media presence; it hired a specialist.

Our company lacked a social media presence; therefore, it hired a specialist.

Complex Sentence Contains an independent clause (a complete thought) and a dependent

clause

Because our company lacked a social media presence, it hired a specialist.

The ethics of the indirect strategy in message presentation depends on the intention
of the sender of the message. Strategically delaying the presentation of the main idea
in a message can be seen as a manipulative tactic in certain cases 12, especially if the
intention is to deceive the recipient or hide crucial information. On the other hand, in
some situations, such as when dealing with bad news, the indirect approach can be
used to soften the impact of the message and make it more palatable for the
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recipient. Ultimately, the ethical considerations of the indirect strategy depend on the
context, intention, and impact of the message on the recipient.

3-4 MASTERING 4 HELPFUL WRITING TECHNIQUES

When should business writers use active-voice sentences? When should they use passive-
voice sentences? Give an original example of each. (L.O. 4)

Most business writing should be in the active voice. However, passive voice is useful to (a)
emphasize an action rather than a person, (b) de-emphasize negative news, and (c) conceal
the doer of an action.

What is the difference between emphasis achieved with mechanical means as opposed to
emphasis achieved with stylistic devices? (L.O. 4)

Mechanical devices are typically seen as more basic and may include the use of
underlining, bolding, or italicizing text, or making text all caps. These are physical
changes made to the text to make it stand out.

Stylistic devices, on the other hand, are more nuanced (sắc thái) and involve changing
aspects of the language itself to achieve emphasis. For example, repetition, metaphor,
allusion, or irony can be used to add emphasis. These devices are often more challenging to
use but can be very effective when executed correctly.

Overall, the difference between mechanical devices and stylistic devices is that mechanical
devices involve physical changes to the text, while stylistic devices involve changes to the
language itself. It is important to consider the audience and purpose when selecting the
appropriate device to achieve emphasis in writing.

it seems that speakers and writers differ in the way they emphasize ideas. Speakers
often use intonation, stress, and strategic pauses to emphasize ideas 1, while writers
may use mechanical means such as boldface, italics, or underlining to emphasize text.

Unlike speakers, writers cannot rely on nonverbal cues to emphasize ideas, so they
must use stylistic devices such as repetition, metaphor, or allusion to create emphasis.
Additionally, it is important for writers to consider their audience and purpose when
selecting the appropriate emphasis technique. Therefore, the main difference
between speakers and writers in regard to emphasizing ideas is the use of verbal
versus written language and the techniques used to convey emphasis to the udience.
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