Presentation on theme: "1 Business Communication Process and Product Brief Canadian Edition, Mary Ellen Guffey Kathleen Rhodes Patricia Rogin (c) 2003 Nelson, a division of Thomson."— Presentation transcript:
1 Business Communication Process and Product Brief Canadian Edition, Mary Ellen Guffey Kathleen Rhodes Patricia Rogin (c) 2003 Nelson, a division of Thomson Canada Limited
2 Chapter 4 PREPARING TO WRITE BUSINESS MESSAGES
3 Business Writing Is... Purposeful – – It solves problems and conveys information. Economical – –It is concise. Reader-oriented – –It focuses on the receiver, not the sender.
5 Analyzing and Anticipating Analyze the task Identify the purpose Select the best channel Determine importance of message feedback required permanent record cost of channel degree of formality Anticipate the audience Identify primary and/or secondary receivers
6 Adapting to Task and Audience Spotlight receiver benefits ( ). Spotlight receiver benefits (the warranty starts working for you immediately). Cultivate the "you" view (you will receive your order). Use sensitive language avoiding gender, race, age, and disability biases (office workers, not office girls). Express thoughts positively (you will be happy to, not you won't be sorry that). Use familiar words (salary, not remuneration). Use precise, vigorous words (fax me, not contact me).
7 Developing Reader 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.”
8 Developing Reader Benefits 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.”
9 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.
10 HIDDEN NEGATIVE MEANINGS Writers are sometimes unaware of the hidden messages conveyed by their words. Writers are sometimes unaware of the hidden messages conveyed by their words.
11 Hidden Negative Meanings 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.
12 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.
13 ADAPTING TO LEGAL RESPONSIBILITIES
14 Avoid Litigation by Using Especially Careful Language in Four Areas Investment information Safety information Marketing information Human resources information