Business Communication

Communication Today
Today

Chapter 5
Writing Business Messages

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 1

 Learning Objectives
1. Identify four aspects of being sensitive to
audience needs when writing business
messages.
2. Explain how establishing your credibility
and projecting your company’s image are
vital aspects of building strong
relationships with your audience.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 2

 Learning Objectives
3. Explain how to achieve a tone that is
conversational but businesslike, explain
the value of using plain language, and
define active and passive voice.
4. Describe how to select words that are
both correct and effective.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 3

 Learning Objectives
5. Define the four types of sentences and
explain how sentence style affects
emphasis within a message.
6. Define three key elements of a paragraph
and list five ways to develop unified,
coherent paragraphs.
7. List five techniques for writing effective
messages for mobile readers.
Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 4
 Adapting to Your Audience: Being
Sensitive to
Sensitive to Audience
Audience Needs
Needs
(LO 5.1) Identify the four aspects of being
sensitive to audience needs when writing
business messages.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 5

 Using the “You” Attitude

•Use Second-Person Pronouns

Communication

• Show Interest in Your Audience

• Consider Other Cultures

• Observe Organizational Policies

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 6
 Maintaining Standards
of Etiquette

Respect Diplomacy

Tactfulness

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 7

 Emphasizing the Positive

●AvoidNegative
●Avoid NegativeLanguage
Language
• Focus on ways to improve.
• Emphasize audience benefits.
●UseEuphemisms
●Use EuphemismsAppropriately
Appropriately
• Be honest without being harsh.
• Soften the blow, but don’t hide the facts.
Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 8
 Using Bias-Free Language

Gender Age

Avoid Bias

Race/Ethnicity Disability

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 9

 Summary of Discussion
• In this section, we discussed the following:
– Using the “You” Attitude
– Maintaining Standards of Etiquette
– Emphasizing the Positive
– Using Bias-Free Language
• The next section will cover Adapting to Your
Audience: Building Strong Relationships.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 10

 Adapting to Your
Adapting Your Audience:
Audience:
Building Strong
Building Strong Relationships
Relationships
(LO 5.2) Explain how establishing your
credibility and projecting your company’s
image are vital aspects of building strong
relationships with your audience.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 11

 Establishing Your Credibility

Honesty
Honesty Objectivity
Objectivity

Credentials,
Credentials,
Awareness
Awarenessofof Knowledge,
Knowledge,and
and
Audience Needs
Audience Needs Expertise
Expertise
Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 12
 Establishing Your Credibility

Endorsements
Endorsements Performance
Performance

Sincerity
Sincerity Self-Confidence
Self-Confidence

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 13

 Projecting Your
Company’s Image

Communication
Communication Communication
Communication
Style
Style Guidelines
Guidelines

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 14

 Summary of Discussion
• In this section, we discussed the following:
– Establishing Your Credibility
– Projecting Your Company’s Image
• The next section will cover Adapting to Your
Audience: Controlling Your Style and Tone.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 15

 Adapting to Your
Adapting Your Audience:
Audience:
Controlling Your
Controlling Your Style
Style and
and Tone
Tone
(LO 5.3) Explain how to achieve a tone that is
conversational but businesslike, explain the
value of using plain language, and define the
active and passive voice.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 16

 Creating a
Conversational Tone
Don’t Confuse Texting and Writing

Avoid Stale and Obsolete Language

Avoid Preaching and Bragging

Be Careful with Intimacy and Humor

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 17
 Using Plain Language
• Easy to read, understand, and take action
– Supports the “you” attitude
– Shows respect for the audience
– Improves productivity and profitability
– Helps multicultural audiences

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 18

 Selecting the Active or
Passive Voice
Dull and Indirect (Passive Voice)
• Legal problems are created by this contract.
• The new system was proposed by the project team.

Lively and Direct (Active Voice)

• This contract creates legal problems.
• The project team proposed a new system.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 19

 Selecting the Active or
Passive Voice
Accusatory or Self-Congratulatory (Active
Voice)
• You lost the shipment.
• I recruited seven engineers last month.

More Diplomatic (Passive Voice)

• The shipment was lost.
• Seven engineers were recruited last month.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 20

 Summary of Discussion
• In this section, we discussed the following:
– Creating a Conversational Tone
– Using Plain Language
– Selecting the Active or Passive Voice
• The next section will cover Composing Your
Message: Choosing Powerful Words.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 21

 Composing Your
Composing Your Message:
Choosing Powerful
Choosing Powerful Words
(LO 5.4) Describe how to select words that are
both correct and effective.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 22

 Selecting Powerful Words
Grammar
Grammar
Effective
Effective
Usage
Usage
Strong
Strong
Words
Words
Experience
Experience
Correct
Correct
Judgment
Judgment
Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 23
 Understanding Denotation
and Connotation
••Characteristics
Characteristics ••Characteristics
Characteristics
-- Explicit
Explicit -- Implicit
Implicit
-- Specific
Specific -- Associative
Associative

Connotative
Connotative
DenotativeWords
Denotative Words
Words
Words
Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 24
 Balancing Abstract and
Concrete Words
• Seeing
Concrete Words • Touching
• Visualizing
• Concepts
Abstract Words • Qualities
• Characteristics
Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 25
 Finding Words That
Communicate Well
Choose Strong, Choose Familiar
Precise Words Words

Avoid Clichés Use Jargon

and Buzzwords Carefully

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 26

 Summary of Discussion
• In this section, we discussed the following:
– Selecting Powerful Words
– Understanding Denotation and Connotation
– Balancing Abstract and Concrete Words
– Finding Words That Communicate Well
• The next section will cover Composing Your
Message: Creating Effective Sentences.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 27

 Composing Your
Composing Your Message:
Creating Effective Sentences
(LO 5.5) Define the four types of sentences
and explain how sentence style affects
emphasis within a message.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 28

 Choosing From the
Four Types of Sentences
• One Main Clause
Simple • Objects and Phrases

• Two Main Clauses

Compound •
Joined by Conjunction

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 29

 Choosing From the
Four Types of Sentences
• One Main Clause
Complex • A Dependent Clause

Compound • Two Main Clauses

Complex • A Dependent Clause
Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 30
 Using Sentence Style to
Emphasize Key Thoughts
UsingExtra
Using ExtraWords
Words
WordingKey
Wording Key
Ideas
Ideas AllocatingExtra
Allocating ExtraSpace
Space

AsSentence
As SentenceSubjects
Subjects
PlacingKey
Placing Key
Ideas
Ideas InDependent
In DependentClauses
Clauses
Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 31
 Summary of Discussion
• In this section, we discussed the following:
– Choosing From the Four Types of Sentences
– Using Sentence Style to Emphasize Key
Thoughts
• The next section will cover Composing Your
Message: Crafting Unified, Coherent
Paragraphs.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 32

Composing Your Message:
Message: Crafting
Unified, Coherent
Unified, Coherent Paragraphs
Paragraphs
(LO 5.6) Define the three key elements of a
paragraph and list five ways to develop
unified, coherent paragraphs.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 33

 Creating the
Elements of a Paragraph
Topic Sentence
•Introduction Support Sentences
•Summary •Explanation Transitions
•Clarification •Connecting
•Justification •Previewing
•Smoothing

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 34

 Choosing the Best Way to
Develop Each Paragraph
Common Approaches

•Illustration Pattern

•Classification Pattern

•Cause and Effect Pattern

•Problem and Solution Pattern

•Comparison or Contrast Pattern

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 35
 Summary of Discussion
• In this section, we discussed the following:
– Creating the Elements of a Paragraph
– Choosing the Best Way to Develop Each
Paragraph
• The next section will cover Writing for
Mobile Devices.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 36

 Writing for
Writing for Mobile
Mobile Devices
Devices

(LO 5.7) List five techniques for writing

effective messages for mobile readers.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 37

 Making Mobile Messages
More Effective
• Use a linear organization.
• Prioritize information.
• Write short, focused messages.
• Use shorter subject lines and headings.
• Compose shorter paragraphs.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 38

 Summary of Discussion
• In this section, we discussed the following:
– Making Mobile Messages More Effective
• This concludes our discussion of Chapter 5:
Writing Business Messages.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 39

 Business Communication
Communication Today
Today

Chapter 5
Writing Business Messages

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 40

 All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright © 2016 Pearson Education, Inc. Chapter 5 ̶ 41