1. Writing Process Phase1: Analyze, Anticipate and Adapt (Chapter 4) Doç. Dr. Harun Kaya

2. Objectives After this class, you should be able to: –Identify four basic principles of business writing –Summarize the 3-x-3 writing process. –Adapt your business messages: colleagues, decision makers, and customers. –Effectively apply audience benefits –Summarize the legal and ethical responsibilities

3. A Good case in communication Personal finance guru Suze Orman has a mission. She wants to change the way people think, act, and talk about money. One of her greatest strengths is breaking complex ideas into easy-to- understand segments. Like many great communicators, she knows her audience, shapes her message accordingly, and uses simple language.

4. Approaching the Writing Process Systematically As you approach any writing task or presentation, the task seems easier if you have a systematic process to follow. When financial expert Suze Orman starts a writing assignment, she focuses totally on the task at hand: –She takes no phone calls, –Answers no e-mail, and –Allows no interruptions. In delivering a convincing message, she employs many of the writing techniques you are about to learn.

5. Business Writing Basics For business messages and oral presentations, your writing should be: Purposeful. You will be writing to solve problems and convey information. You will have a definite purpose to fulfill in each message. Persuasive. You want your audience to believe and accept your message. Economical. You will try to present ideas clearly but concisely. Length is not rewarded. Reader oriented. You will concentrate on looking at a problem from the reader's perspective instead of seeing it from your own..

6. Business Writing Basics Business writers seek to express rather than impress. You will be striving to get your ideas across naturally, simply, and clearly In writing most business documents, you won't be searching your imagination for creative topic ideas. You won't be stretching your ideas to make them appear longer. Conciseness is what counts in business. Furthermore, you won't be trying to dazzle readers with your extensive knowledge, powerful vocabulary, or graceful phrasing. In many ways business writing is easier than academic writing, yet it still requires hard work, especially from beginners. But following a process, studying models, and practicing the craft can make nearly anyone a successful business writer and speaker.

7. Business writing is... Purposeful. It solves problems and conveys information. Persuasive. It is persuasive and convincing. Economical. It is concise. Reader-oriented. It focuses on the receiver, not the sender.

8. The 3-x-3 Writing Process Phase 1: Prewriting Analyzing, anticipating, adapting Phase 2: Writing Researching, organizing, composing Phase 3: Revising Revising, proofreading, evaluating The time spent on each phase varies with the deadline, purpose, and audience for the message.

9. 1. Prewriting Analyze: Decide on your purpose. What do you want the receiver to do or believe? What channel is best? Anticipate: Profile the audience. What does the receiver already know? Will the receiver's response be neutral, positive, or negative? Adapt: What techniques can you use to adapt your message to its audience and anticipated reaction?

10. 2. Writing Research: Gather data to provide facts. Search company files, previous correspondence, and the Internet. What do you need to know to write this message? Organize: Group similar facts together. Decide how to organize your information. Outline your plan and make notes. Compose: Prepare a first draft, usually writing quickly.

11. 3. Revising Revise: Edit your message to be sure it is clear, conversational, concise, and readable. Proofread: Read carefully to find errors in spelling, grammar, punctuation, names, numbers, and format. Evaluate: Will this message achieve your purpose? It may appear that you perform one step and progress to the next, always following a linear order. Most business writing, however, is not that rigid.

12. Adapting and Altering the Writing Process Scheduling the Process. One expert gives these rough estimates for scheduling a writing project: 25 percent worrying and planning (Phase 1), 25 percent writing (Phase 2), 45 percent revising, (Phase 3) and 5 percent proofreading (Phase 3). These are rough guides, yet you can see that good writers spend most of their time revising. Much depends, of course, on your project, its importance, and your familiarity with it.

13. Writing in Teams When Are Team-Written Documents Necessary? Collaboration on team written documents is necessary for projects that (a) are big, (b) have short deadlines, and (c) require the expertise or consensus of many people. Businesspeople sometimes collaborate on short documents, such as memos, letters, information briefs, procedures, and policies. But more often, teams work together on big documents and presentations.

14. Writing in Teams Why Are Team Documents Better? Collaboration usually produces a better product because many heads are better than one. In addition, team members and organizations benefit from team processes. Working together helps socialize members. They learn more about the organization's values and procedures. They are able to break down functional barriers, and they improve both formal and informal chains of communication. Additionally, they "buy into" a project when they are part of its development. Members of effective teams are eager to implement their recommendations.

15. Writing in Teams How Are Team Documents Divided? With big writing projects, teams may not actually function together for each phase of the writing process. Typically, team members gather at the beginning to brainstorm; and, they develop answer to questions about the purpose, audience, content, organization, and design of their document or presentation. They develop procedures for team functioning; then, they often assign segments of the project to individual members. Thus, teams work; –together closely in Phase 1 (prewriting) –separately in Phase 2 (writing), –together to synthesize their drafts and offer suggestions for revision (revising). They might assign one person the task of preparing the final document and another the job of proofreading.

16. Writing in Teams What Online Collaboration Tools Support Team Writing? One of the most frustrating tasks for teams is writing shared documents. Keeping the different versions straight and recognizing who made what comment can be confusing. Fortunately, many online collaboration tools are constantly being developed and improved: E-mail. Mailing lists. Discussion boards. Instant messaging. Blogs and wikis.

17. Writing in Teams What Online Collaboration Tools Support Team Writing? One of the most frustrating tasks for teams is writing shared documents. Keeping the different versions straight and recognizing who made what comment can be confusing. Fortunately, many online collaboration tools are constantly being developed and improved: E-mail. Mailing lists. Discussion boards. Instant messaging. Blogs and wikis.

18. Writing Process Phase 1: Analyze - Identifying the Purpose As you begin to compose a message, ask yourself two important questions: (a) Why am I sending this message? and (b) What do I hope to achieve? Your responses will determine how you organize and present your information. Your message may have primary and secondary purposes. For college work your primary purpose may be merely to complete the assignment; secondary purposes might be to make yourself look good and to get a good grade.

19. Writing Process Phase 1: Analyze - Identifying the Purpose The primary purposes for sending business messages are typically to inform and to persuade. A secondary purpose is to promote goodwill: you and your organization want to look good in the eyes of your audience. Most business messages do nothing more than inform. They explain procedures, announce meetings, answer questions, and transmit findings. Some business messages, however, are meant to persuade. These messages sell products, convince managers, motivate employees, and win over customers. Informative messages are developed differently than persuasive messages.

20. Writing Process Phase 1: Analyze - Selecting the Best Channel A number of channels are available (Blog, E-mail, Face-to-face conversation, Face-to-face group meeting, Fax, Instant message, Letter, Memo, Phone call, Report or proposal, Voice mail message,Video- or teleconference,Wiki) Whether to set up a meeting, send a message electronically, or write a report depends on some of the following factors: (a) importance of the message, (b) amount and speed of feedback required, (c) necessity of a permanent record, (d) cost of the channel, (e) degree of formality desired, and (f) confidentiality and sensitivity of the message. Selecting the best channel for your message is a more complex task than in the past. Many speedy channels are not always appropriate for serious messages that require careful organization and strategic tactics.

21. Writing Process Phase 1: Anticipate Early in the writing process you should anticipate the audience for your message. What is the reader like? In a college setting, your audience is often your instructor. To get a good grade, you tailor your writing to fit the expectations of that instructor. In your business writing, you may or may not actually know the audience for a message. However, you can usually imagine many characteristics of the intended audience for a message. Picturing a typical reader is important in guiding what you write.

22. Writing Process Phase 1: Anticipating and Analyzing Three Typical Audiences Most readers of your business messages will fit into one of the following groups: colleagues, decision makers, and customers. In communicating with these audiences, you will adjust your – tone, – style, and –content to accommodate the expectations and needs of these groups.

23. Writing Process Phase 1: Anticipating and Analyzing Three Typical Audiences Writing to Colleagues. Messages for colleagues may be the easiest to write. You usually know these coworkers and what to expect. They generally prefer specific information, simple language, and an informal tone. If they are familiar with the subject, colleagues may not require extensive background information. But, your message may be read by others who are less familiar with the subject. A few sentences of background may be given.

24. Writing Process Phase 1: Anticipating and Analyzing Three Typical Audiences Writing to Superiors and Decision Makers. Require careful forethought and anticipation. What do they need to know to make a decision? How formal should you be? Most of them prefer concise, direct messages. Background information is important particularly if readers are unfamiliar with the topic. It requires a communication channel that provides a permanent record. The message should be well organized and may include informative headings for easy reference. The tone is Professional and serious.

25. Writing Process Phase 1: Anticipating and Analyzing Three Typical Audiences Writing to Customers and General Audiences. Messages to customers and general audiences should use simple language and maintain an informal tone. Messages should create goodwill for the writer and the organization. A friendly but Professional tone is important. Include examples, headings, and lists to help readers understand. However, don't obscure the message with too much data. Include only as much information as is necessary to clarify the topic.

26. Writing Process Phase 1: Anticipating and Analyzing Three Typical Audiences Asking the Right Questions to Profile Your Audience Who is my primary reader or listener? What is my personal and professional relationship with that person? What position does the person hold in the organization? How much does that person know about the subject? What do I know about that person's education, beliefs, culture, and attitudes? Should I expect a neutral, positive, or negative response to my message? Who might see or hear this message after the primary audience? How do these people differ from the primary audience? How must I reshape my message to make it understandable and acceptable to others to whom it might be forwarded?

27. Writing Process Phase 1: Anticipating and Analyzing Three Typical Audiences Responding to the Profile By profiling your audience before writing, you can identify the appropriate language, tone, channel and mood. You will discover what kind of language is appropriate, whether you are free to use specialized technical terms, whether you should explain everything, and so on. You will decide whether your tone should be formal or informal, and you will select the most desirable channel. Imagining whether the receiver is likely to be neutral, positive, or negative will help you determine how to organize your message. You will be recognizing whether a secondary audience is possible.

28. Writing Process Phase 1: Adapt Adaptation is the process of creating a message that suits your audience. One important aspect of adaptation is tone that reflects how a receiver feels upon reading or hearing a message. For example, think how you would react to these statements: You must return the form by 5 p.m. Would you please return the form by 5 p.m. The wording of the first message establishes an aggressive or negative tone—no one likes being told what to do. The second message is reworded in a friendlier, more positive manner.

29. Writing Process Phase 1: Adapt Skilled communicators create effective messages by using a number of adaptive techniques, some of which are unconscious. These include; spotlighting audience benefits (the warranty starts working for you immediately). cultivating a "you" view (you will receive your order). avoiding gender, racial, age, and disability bias (office workers, not office girls).

30. Writing Process Phase 1: Adapt Additional adaptive techniques include; being conversational but professional (Dear Mr/Mrs.) being positive (you will be happy to, not you won't be sorry that) showing courtesy (I am happy to tell you…) using familiar words (salary, not remuneration) choosing precise words (fax me, not contact me)

31. Writing Process Phase 1: Adapt Spotlighting Audience Benefits Adapting your message to the receiver's needs means putting yourself in that person‘s shoes. It is called empathy. Empathic senders think about how a receiver will decode a message. They try to give something to the receiver, solve the receiver's problems, save the receiver‘s money, or just understand the feelings and position of that person.

32. Writing Process Phase 1: Adapt- Spotlighting Audience Benefits Sender-focused “We are requiring all staffers to complete these forms in compliance with company policy.” Receiver-focused “Please complete these forms so that you will be eligible for health and dental benefits.”

33. Sender-focused “Because we need more space for our new inventory, we’re staging a two-for-one sale.” Receiver-focused “You can buy a year’s supply of paper and pay for only six months’ worth during our two- for-one sale.” Writing Process Phase 1: Adapt- Spotlighting Audience Benefits

34. Writing Process Phase 1: Adapt- Emphasize the “You” View “We” view We are issuing a refund. “You” view You will receive a refund. “We” view We take pleasure in announcing an agreement we made with Hewlett Packard to allow us to offer discounted printers in the student store. “You” view An agreement with Hewlett Packard allows you and other students to buy discounted printers at your convenient student store.

35. Writing Process Phase 1: Adapt- Using Bias-Free Language Gender Biased Improved female doctor, woman attorney, doctor, attorney waiter/waitress, authoress, stewardess server, author, cabin attendant mankind, man-hour, man-made humanity, working hours, artificial office girls office workers businessman, salesman businessperson, sales representative executives and their wives executives and their spouses foreman, flagman, workman lead workers, flagger, worker

36. Writing Process Phase 1: Adapt- Using Bias-Free Language Racially or Ethnically Biased Improved An Indian accountant was hired. An accountant was hired. James Lee, an African American, James Lee applied. applied.

37. Writing Process Phase 1: Adapt- Using Bias-Free Language Age Biased Improved The law applied to old people. The law applied to people over 65. Sally Kay, 55, was transferred. Sally Kay was transferred. a spry old gentleman a man a little old lady a woman

38. Writing Process Phase 1: Adapt- Using Bias-Free Language Disability Biased Improved afflicted with, suffering from, has defect, disease condition confined to a wheelchair uses a wheelchair

39. Writing Process Phase 1: Adapt-Being Conversational but Professional A professional image involves sounding educated and mature. Avoid both extremes: sounding too informal and sounding too formal. Unprofessional: Hey, boss, GR8 news! Firewall now installed!! BTW, check with me b4 announcing it. Improved: Mr. Smith, our new firewall software is now installed. Please check with me before announcing it. Unprofessional: Look, dude, this report is totally bogus. And the figures don't look kosher. Show me some real stats. Got sources? Improved: Because the figures in this report seem inaccurate, please submit the source statistics.

40. Writing Process Phase 1: Adapt-Being Conversational but Professional Negative expressions can be rephrased to sound positive. Overly Formal :All employees are herewith instructed to return the appropriately designated contracts to the undersigned. Conversational: Please return your contracts to me. Overly Formal: Pertaining to your order, we must verify the sizes that your organization requires prior to consignment of your order to our shipper. Conversational: We will send your order as soon as we confirm the sizes you need.

41. Writing Process Phase 1: Adapt- Expressing Yourself Positively Certain negative words create ill will because they appear to blame or accuse readers. 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. Often the writer is unconscious of the effect of these words.

42. Writing Process Phase 1: Adapt- Expressing Yourself Positively To avoid angry reactions, restrict negative words and try to find positive ways to express ideas. You provide more options to the reader when you tell what can be done instead of what can't be done. N:You failed to include your credit card number so we can't mail your order. P:We will mail your order as soon as we receive your credit card number. N: You won't be sorry that... P: You will be happy that... N: Do you have any complaints? P: Can you suggest ways for us to improve?

43. Writing Process Phase 1: Adapt- Expressing Yourself Positively Hidden Negative Meanings Writers are sometimes unaware of the hidden messages conveyed by their words. You overlooked....(You are careless.) You failed to....(You are careless.) You state that....(But I don’t believe you.) You claim that....(It’s probably untrue.)

44. Hidden Negative Meanings You are wrong....(I am right.) You do not understand....(You are not very bright.) Your delay.....(You are at fault.) You forgot to.... (You are not only inefficient but also stupid and careless.) Writing Process Phase 1: Adapt- Expressing Yourself Positively

45. Writing Process Phase 1: Adapt- Being Courteous Maintaining a courteous tone involves not just guarding against rudeness, but also avoiding words that sound demanding or preachy. Expressions like you should, you must, and you have to cause people to instinctively react with Oh, yeah? One remedy is to turn these demands into rhetorical questions that begin with Will you please.... Giving reasons for a request also softens the tone. Less Courteous –You must complete this report before Friday. –You should organize a car pool in this department. More Courteous –Will you please complete the report by Friday. –Organizing a car pool will reduce your transportation costs and help preserve the environment.

46. Writing Process Phase 1: Adapt- Simplifying Your Language By substituting everyday, familiar words for unfamiliar ones, you help your audience comprehend your ideas quickly. Unfamiliar Familiar commensurateequal interrogatequestion materialize appear obfuscateconfuse remunerationpay, salary terminateend

47. Writing Process Phase 1: Adapt- Using Precise, Vigorous Words Using familiar but precise language helps receivers understand. Strong verbs and concrete nouns give readers more information and keep them interested. Imprecise, Dull More Precise a change in profits a 25 percent hike in profits a 10 percent plunge in profits to sayto promise, confess, understand to allege, assert, assume, judge to think aboutto identify, diagnose, analyze to probe, examine, inspect

48. You can protect yourself and avoid litigation by knowing what's legal and by adapting your language accordingly. Avoid litigation by using especially careful language in four areas: Investment information Safety information Marketing information Human resources information Writing Process Phase 1: Adapting to Legal Responsibilities

49. In writing about investments, communicators must avoid misleading information, exaggerations, and half-truths. Safety information, including warnings, must tell people clearly how to use a product safely and motivate them to do so. In addition to being honest, marketing information must not promise more than intended. Communicators in the area of human resources must use careful wording (particularly in employment recommendations and employee handbooks) to avoid potential lawsuits. They must also avoid oral promises that can result in lawsuits. In publication, one must be mindful of copyright laws. Assume that everything is copyrighted, even items borrowed from the Internet. Know the implications and limitations of fair use. Writing Process Phase 1: Adapting to Legal Responsibilities