1. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 1 Writing Business Messages

2. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 2 Learning Objectives Explain the importance of adapting to your audiences and list three ways of doing so Explain why establishing credibility is vital to the success of your communication efforts Discuss four ways of achieving a business- like tone with a clear, concise style

3. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 3 Learning Objectives Briefly describe how to select words that are not only correct but also effective Explain how sentence style affects emphasis within your message List five ways to develop paragraphs that are unified and coherent

4. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 4 Adapting to the Audience What’s in this for me? –Be sensitive to audience’s needs –Build strong relationships –Control style and tone

5. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 5 Audience Sensitivity Adopt the “you” attitude Demonstrate business etiquette Emphasize the positive Use bias-free language

6. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 6 The “You” Attitude Speaking and writing for an audience –Wishes –Interests –Hopes –Preferences

7. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 7 Business Etiquette Show courtesy Be considerate Use diplomacy

8. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 8 Emphasize the Positive Avoid negativity Stress benefits Use euphemisms

9. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 9 Use Bias-Free Language Age Gender Disability Race or ethnicity

10. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 10 Audience Relationships Establish your credibility Project the company’s image

11. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 11 Establish Your Credibility HonestyObjectivityAwareness CredentialsEndorsementsPerformance ConfidenceCommunicationSincerity

12. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 12 Project Company Image Be a spokesperson Follow guidelines Observe colleagues

13. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 13 Control Style and Tone Use a conversational tone Use plain language Select active or passive voice

14. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 14 Achieving the Right Tone Business messages –Differentiate between texting vs. writing –Avoid pompous language –Avoid preaching or bragging –Be careful with intimacy or humor

15. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 15 Using Plain Language Project a “You” attitude Respect the audience Boost productivity

16. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 16 Using the Right Voice Active voice (subject-verb-object) –Direct, concise, vigorous Passive voice (object-verb-subject) –Indirect, tactful, reserved

17. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 17 Composing the Message Strong words Effective sentences Coherent paragraphs

18. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 18 Choosing Strong Words Connotation Denotation Abstraction Concreteness

19. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 19 Communicating Well Choose powerful words Choose familiar words Avoid clichés and buzzwords Use jargon carefully

20. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 20 Write Effective Sentences Choose the type of sentence Emphasize key thoughts

21. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 21 Craft Good Paragraphs Unity and coherence –Topic sentence –Support sentences –Transitional elements

22. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 22 Paragraph Development Illustration Classification Cause and effect Problem and solution Comparison or contrast

23. Copyright © 2011 Pearson Education, Inc. publishing as Prentice HallChapter 5 - 23 Format with Technology Style Sheets and Templates Smart Documents Master DocumentsAuto-Completion Auto-Correction Endnotes, Footnotes, Indexes and TOCs WizardsMail Merge