Chapter 4

Principles of Business
Communication

Student slides Business Communication Ch 4 - 1

Krizan, Merrier, Logan, &
 Learning Objective 1

Use words that your receiver(s) will

understand and that will result in the
intended response.

Student slides Business Communication Ch 4 - 2

Krizan, Merrier, Logan, &
 Principles of Choosing Words
 Choose understandable words
 Use specific, precise words
 Choose strong words
 Emphasize positive words
 Avoid overused words
 Avoid obsolete words

Student slides Business Communication Ch 4 - 3

Krizan, Merrier, Logan, &
 Learning Objective 2

Write clear, concise, and effective

sentences.

Student slides Business Communication Ch 4 - 4

Krizan, Merrier, Logan, &
 Developing Sentences
 Compose clear, grammatically correct
sentences with unity and clear
relationships between words and ideas.
 Use sentence variety but keep most
sentences short.
 Use active voice in most sentences and
clearly identify the subject.
 Give sentences appropriate emphasis.

Student slides Business Communication Ch 4 - 5

Krizan, Merrier, Logan, &
 Learning Objective 3

Develop clear, concise, logical,

coherent, and effective
paragraphs.

Student slides Business Communication Ch 4 - 6

Krizan, Merrier, Logan, &
 Effective Paragraphs
 Use short paragraphs.
 Give paragraphs unity.
 Organize paragraphs logically.
 Give paragraphs appropriate
emphasis.
 Provide paragraph coherence.

Student slides Business Communication Ch 4 - 7

Krizan, Merrier, Logan, &
 Learning Objective 4

Use unbiased language in

messages.

Student slides Business Communication Ch 4 - 8

Krizan, Merrier, Logan, &
 Unbiased Language
Language should be unbiased and
respectful of all individuals regardless of
race, gender, culture, age, ability, religion,
or socioeconomic status.

Student slides Business Communication Ch 4 - 9

Krizan, Merrier, Logan, &
 Learning Objective 5

Apply your composing style to

personalize your messages.

Student slides Business Communication Ch 4 - 10

Krizan, Merrier, Logan, &
 Personalizing Your Message

Use words and combinations of

words that not only are understood by
your receiver but also reveal who you
are - words that give style and
distinction to your message.

Student slides Business Communication Ch 4 - 11

Krizan, Merrier, Logan, &