Essentials of Business Communication, Second Edition Ch.

3–1
 Formal Research Methods
for Gathering Information
• Search manually (books, magazines, journals).
• Access electronically (Internet, databases,
compact discs).
• Go to the source (interviews, surveys,
questionnaires, focus groups).
• Conduct scientific experiments (measure
variables using control groups).

Essentials of Business Communication, Second Edition Ch. 3–2

 Informal Research Methods
for Gathering Information
• Look in the files.
• Talk with your boss.
• Interview the target audience.
• Conduct an informal survey.
• Brainstorm for ideas.

Essentials of Business Communication, Second Edition Ch. 3–3

 Organizing Data with an Outline (1)

Title
I. First major component
A. First subpoint
1. Detail, illustration, evidence
2. Detail, illustration, evidence
B. Second subpoint
1. Detail, illustration, evidence
2. Detail, illustration, evidence

Essentials of Business Communication, Second Edition Ch. 3–4

 Organizing Data with an Outline (2)

II. Second major component

A. First subpoint
1. Detail, illustration, evidence
2. Detail, illustration, evidence
B. Second subpoint
1. Detail, illustration, evidence
2. Detail, illustration, evidence

Essentials of Business Communication, Second Edition Ch. 3–5

 Organizing Data with an Outline (3)

Tips:
• Define main topic in the title.
• Divide the topic into main points, preferably three to
five.
• Break the components into subpoints.
• Don’t put a single item under a major component if
you have only one subpoint; integrate it with the
main item above it or reorganize.

Essentials of Business Communication, Second Edition Ch. 3–6

 Organizing Data with an Outline (4)

Tips:
• Strive to make each component exclusive (no
overlapping).
• Use details, illustrations, and evidence to support
subpoints.

Essentials of Business Communication, Second Edition Ch. 3–7

Organizing Business Messages (1)

Direct Pattern Indirect Pattern

Main idea comes first Explanation and
followed by details, evidence precede main
explanations, or idea
evidence

Essentials of Business Communication, Second Edition Ch. 3–8

 Organizing Business Messages (2)

Direct Pattern Indirect Pattern

Advantages: Advantages:
• Saves the reader’s time • Respects the feelings of
the audience
• Sets a proper frame of
mind
• Encourages a fair
hearing
• Prevents frustration
• Minimizes a negative
reaction

Essentials of Business Communication, Second Edition Ch. 3–9

 Organizing Business Messages (3)
Direct Pattern
Useful when:
• Receiver is receptive
• Receiver is not likely to
disagree with what you
have to say
• Message is routine
Essentials of Business Communication, Second Edition
Indirect Pattern
Useful when:
• Receiver may be upset
• Receiver may be hostile
• Receiver must be
persuaded or educated
• Message is sensitive
Ch. 3–10
 Effective Sentences (1)

Complete sentences have subjects and

verbs and make sense (are capable of
standing alone).
Example:
Subject Verb
Employees send many e-mail messages.

Essentials of Business Communication, Second Edition Ch. 3–11

 Effective Sentences (2)

Clauses also have subjects and verbs.

Independent clauses can stand alone; dependent
clauses rely on independent clauses for their
meaning.

Example:
Dependent Clause Independent Clause
When you speak, you reveal yourself.

Essentials of Business Communication, Second Edition Ch. 3–12

 Effective Sentences (3)

Avoid sentence fragments: a broken-off

part of a sentence
Fragment
Even though the pay was low. Many candidates
applied.

Revision:
Even though the pay was low, many candidates
applied.

Essentials of Business Communication, Second Edition Ch. 3–13

 Effective Sentences (4)

Avoid run-on (fused) sentences.

Fused Sentences
Two candidates applied only one was hired.

Revisions:
Two candidates applied. Only one was hired.
Two candidates applied; only one was hired.
Two candidates applied, but only one was hired.

Essentials of Business Communication, Second Edition Ch. 3–14

 Effective Sentences (5)

Avoid comma-splice sentences.

Comma Splice
Many were qualified, Jeff was hired.

Revisions:
Many were qualified. Jeff was hired.
Many were qualified; Jeff was hired.
Many were qualified; however, Jeff was hired.
Many were qualified, but Jeff was hired.

Essentials of Business Communication, Second Edition Ch. 3–15

 Effective Sentences (6)

Avoid long sentences.

• Sentences of 20 or fewer words have the most impact

Sentence Length Comprehension Rate

8 words 100%
15 words 90%
19 words 80%
28 words 50%

Essentials of Business Communication, Second Edition Ch. 3–16

 Try Your Skill

Revise the following to avoid fragments, run-on

sentences, or comma-splices.

• You can create a Web-based job portfolio it

will impress potential employers.

Essentials of Business Communication, Second Edition Ch. 3–17

 Try Your Skill

Revise the following to avoid fragments, run-on

sentences, or comma-splices.

• Send a scannable résumé. When you apply

for a job.

Essentials of Business Communication, Second Edition Ch. 3–18

 Try Your Skill

Revise the following to avoid fragments, run-on

sentences, or comma-splices.
• Although technical skills are important.
Communication skills are also in great
demand.

Essentials of Business Communication, Second Edition Ch. 3–19

 Try Your Skill

Revise the following to avoid fragments, run-on

sentences, or comma-splices.
• College used to be for young people,
however many older students now seek
degrees.

Essentials of Business Communication, Second Edition Ch. 3–20

Emphasis Through Mechanics (1)

Underlining: Underlining draws the eye to a word.

Which of these methods do you prefer?

Italics and Boldface: Using italics or boldface can

convey special meaning and provide emphasis.
The use of boldface and italics captures the
reader’s attention.

Essentials of Business Communication, Second Edition Ch. 3–21

 Emphasis Through Mechanics (2)

Font change: Changing from a large font to a

small font or to a different font adds interest
and emphasis.

All Caps: Printing words in ALL CAPS is like

shouting them.
Notice how EXPENSE-FREE stands out.
Essentials of Business Communication, Second Edition Ch. 3–22
 Emphasis Through Mechanics (3)

Dashes: Dashes–if used sparingly–can be effective in capturing

attention.

Other methods–including dashes–may be used.

Essentials of Business Communication, Second Edition Ch. 3–23

 Emphasis Through Mechanics (4)

Tabulation:
Listing items vertically makes them stand out:
1. First item
2. Second item
3. Third item

Essentials of Business Communication, Second Edition Ch. 3–24

 Emphasis Through Mechanics (5)

• Other means of achieving mechanical

emphasis include the following: use of
white space, color, lines, boxes, columns,
titles, headings, and subheadings.
• Which of the above techniques are
appropriate in business letters? Memos?
E-mail messages? Reports?

Essentials of Business Communication, Second Edition Ch. 3–25

 Emphasis and Deemphasis
Through Style (1)
• To emphasize an idea:
• Use a vivid expression, such as in bug-free software
rather than dependable software.
• Label the idea with expressions such as more
importantly, the principal reason, or the best
alternative.
• Put the important idea first or last in the sentence.
• Put the important idea in a simple sentence or in an
independent clause.

Essentials of Business Communication, Second Edition Ch. 3–26

 Emphasis and Deemphasis
Through Style (2)
• To deemphasize an idea:
• Use general, rather than specific, words (some
customers complained, rather than 125 customers
complained).
• Place the idea in a dependent clause connected to an
independent clause containing a positive idea.
Example:
Although items cannot be returned for cash, you will receive
store credit for any returned purchases.

Essentials of Business Communication, Second Edition Ch. 3–27

 Active- and Passive-Voice Verbs (1)

Active-voice verbs show the subject performing

the action.
Examples:
Most major employers require drug testing.
(Active voice; the subject is acting)

Dr. Smith recommended Tina for the job.

(Active voice; the subject is acting)

Essentials of Business Communication, Second Edition Ch. 3–28

 Active- and Passive-Voice Verbs (2)

In passive-voice sentences, the subject is being

acted upon. Passive-voice verbs require helper
verbs.
Examples:
Drug testing is required by most major employers.
(Passive voice; the subject is being acted upon)

Tina was recommended for the job by Dr. Smith.

(Passive voice; the subject is being acted upon)

Essentials of Business Communication, Second Edition Ch. 3–29

 Active- and Passive-Voice Verbs (3)

• Use the active voice for most business writing.

• Use the passive voice to emphasize an action
or the recipient of the action–rather than the
actor (Specialists were hired; Laura was
honored).
• Use the passive voice to break bad news
(Although your lease cannot be renewed, we
can offer . . . ).

Essentials of Business Communication, Second Edition Ch. 3–30

 Try Your Skill

Convert the following sentence to active voice. You

may have to add a subject.

• Our membership meeting was postponed by

the president.

Essentials of Business Communication, Second Edition Ch. 3–31

 Try Your Skill

Convert the following sentence to active voice. You

may have to add a subject.

• The résumés of job candidates are sorted

quickly by the software program Resumix.

Essentials of Business Communication, Second Edition Ch. 3–32

 Try Your Skill

Convert the following sentence to active voice. You

may have to add a subject.

• Computer paper was ordered yesterday.

Essentials of Business Communication, Second Edition Ch. 3–33

 Try Your Skill

Convert the following sentence to passive voice.

• We must delay shipment of your

merchandise because of heavy demand.

Essentials of Business Communication, Second Edition Ch. 3–34

 Try Your Skill

Convert the following sentence to passive voice.

• The technician could not install the computer

program.

Essentials of Business Communication, Second Edition Ch. 3–35

 Developing Parallelism (1)

Parallel expression results from balanced

construction. Match nouns with nouns,
verbs with verbs, phrases with phrases,
and clauses with clauses.

Essentials of Business Communication, Second Edition Ch. 3–36

 Developing Parallelism (2)

Poor: The process of writing involves

organizing, composing, and
revision.
Parallel: The process of writing involves
organizing, composing, and
revising. (Matching endings of
verbals)

Essentials of Business Communication, Second Edition Ch. 3–37

 Developing Parallelism (3)

Poor: We are very concerned with the

quality of raw materials, where they are
located, and how much it costs to transport
them.
Parallel: We are very concerned with the
quality, location, and transpor- tation costs
of raw materials. (Matching nouns)

Essentials of Business Communication, Second Edition Ch. 3–38

 Developing Parallelism (4)

Poor: Serena takes the telephone

orders, Matt locates the items in
the warehouse, and the items are
sent by Yolanda.
Parallel: Serena takes the telephone
orders, Matt locates the items in
the warehouse, and Yolanda
sends the items. (Matching voices
of verbs)
Essentials of Business Communication, Second Edition Ch. 3–39
 Try Your Skill

How could parallelism be improved in the following

sentence?
• Our knowledge management system focuses
on the collecting, storage, and sharing of
best practices.

Essentials of Business Communication, Second Edition Ch. 3–40

 Try Your Skill

How could parallelism be improved in the following

sentence?
• We are pleased to recommend Elizabeth
because she has sincerity, she is reliable,
and she works with diligence.

Essentials of Business Communication, Second Edition Ch. 3–41

 Unity

Unified sentences contain thoughts that are related to

only one main idea.
Lacks unity: Our insurance plan is available in all the
states and provinces, and you may name anyone as
a beneficiary for your coverage.
Revision: Our insurance plan is available in all the
states and provinces. What’s more, you may name
anyone as a beneficiary for your coverage.

Essentials of Business Communication, Second Edition Ch. 3–42

 Zigzag Writing

Zigzag writing are sentences that twist or turn

unexpectedly away from the main thought.

Zigzag: I appreciate the time you spent with me last

week, and I have purchased a computer and software
that generate graphics.
Revision: I appreciate the time you spent with me
last week. As a result of your advice, I have
purchased a computer and software that generate
graphics.
Essentials of Business Communication, Second Edition Ch. 3–43
 Mixed Constructions

Two different grammatical constructions

destroy sentence unity and meaning.

Mixed construction: The reason I am late is

because my car battery is dead.
Revision: The reason I am late is that my car
battery is dead.
Essentials of Business Communication, Second Edition Ch. 3–44
Dangling and Misplaced Modifiers (1)

For clarity, modifiers must be close to the

words they describe or limit. Be
particularly careful to place a logical
subject immediately after an introductory
verbal phrase.

Essentials of Business Communication, Second Edition Ch. 3–45

 Dangling and Misplaced Modifiers (2)

Poor: After considering the problem

carefully, new procedures were
suggested by management.
Revised: After considering the problem
carefully, management suggested
new procedures.

Essentials of Business Communication, Second Edition Ch. 3–46

 Dangling and Misplaced Modifiers (3)

Poor: Any student has full online

privileges who is enrolled in the
college.
Revised: Any student who is enrolled in the
college has full online privileges.

Essentials of Business Communication, Second Edition Ch. 3–47

 Dangling and Misplaced Modifiers (4)

Poor: It’s hard to understand why

employees would not go to our
technical support staff with software
problems.
Revised: It’s hard to understand why
employees with software problems would
not go to our technical support staff.

Essentials of Business Communication, Second Edition Ch. 3–48

 Dangling and Misplaced Modifiers (5)

Poor: Using a search engine, the Web

site was finally located.
Revised: Using a search engine, we finally
located the Web site.

Essentials of Business Communication, Second Edition Ch. 3–49

 Try Your Skill

Revise the following sentence to correct any

misplaced modifiers. Retain the introductory
phrase.

• To be hired, two years of experience is

required.

Essentials of Business Communication, Second Edition Ch. 3–50

 Try Your Skill

Revise the following sentence to correct any

misplaced modifiers. Retain the introductory
phrase.

• Dipped in butter, you can really enjoy a fine

lobster.

Essentials of Business Communication, Second Edition Ch. 3–51

 Try Your Skill

Revise the following sentence to correct any

misplaced modifiers.

• She died in the house in which she was born

at the age of 88.

Essentials of Business Communication, Second Edition Ch. 3–52

 Three Ways to Create Paragraph
Coherence (1)

To help guide the audience from one thought to

another, develop coherence by using one of these
devices:
1. Repetition of key ideas or key words.
Next month we plan to launch a
promotion for our new Web site. The
promotion will involve newspaper and
TV campaigns.

Essentials of Business Communication, Second Edition Ch. 3–53

Three Ways to Achieve Paragraph
Coherence (2)

2. Use of pronouns.
Considerable interest is now being shown in
our extended certificates of deposit. They
are more profitable when left on deposit for
long periods of time.

Essentials of Business Communication, Second Edition Ch. 3–54

Three Ways to Achieve Paragraph
Coherence (3)
3. Use of transitional expressions.

Time Association Contrast Illustration

before, after although in this way
first, second but for example
meanwhile however
instead
next
nevertheless
until
on the other hand
when, whenever

Essentials of Business Communication, Second Edition Ch. 3–55

Three Ways to Achieve Paragraph
Coherence (4)
3. Use an appropriate transitional
expression.
Cause–Effect Additional Idea
consequently
furthermore
for this reason
in addition
hence
likewise
therefore
moreover
similarly

Essentials of Business Communication, Second Edition Ch. 3–56

 Paragraph Length

Paragraphs with eight or fewer printed lines

look inviting and readable.

Essentials of Business Communication, Second Edition Ch. 3–57

 Composing the First Draft

• Complete all necessary research.

• Find a quiet place to concentrate and work.
• Prohibit calls, visitors, and interruptions.
• Organize information using an outline.
• Decide whether to sprint write (get your thoughts
down quickly and revise later) or revise as you go.
• Imagine you are talking to a reader or listener.

Essentials of Business Communication, Second Edition Ch. 3–58

 End

Essentials of Business Communication, Second Edition Ch. 3–59