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Bcom CH 17
Bcom CH 17
Communication Today
Today
Chapter 5
Writing Business Messages
Respect Diplomacy
Tactfulness
●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
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
Communication
Communication Communication
Communication
Style
Style Guidelines
Guidelines
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
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.
•Illustration Pattern
•Classification Pattern
Chapter 5
Writing Business Messages