1. Chapter 4 Principles of Business Communication
20112 Business Communication II

2. Choosing Words Use a Dictionary and a Thesaurus Choose Effective Words
Word that your receivers will understand and that will elicit the response you want
Use a Dictionary and a Thesaurus
Dictionary –
Give word meanings, acceptable spelling, hyphenation, capitalization, pronunciations and synonyms
Help with word selection and correct choices for easily confused words
Accept / Except Affect / Effect A Lot / A lot Allusion / Illusion All Ready / Already Altogether / All Together Apart / A Part Ascent / Assent Breath / Breathe Capital / Capitol Cite / Sight / Site Complement / Compliment Conscience / Conscious Council / Counsel Elicit / Illicit Eminent / Immanent / Imminent Its / It's Lead / Led Lie / Lay Lose / Loose Novel Passed / Past Precede / Procede Principal / Principle Quote / Quotation Reluctant / Reticent Stationary / Stationery Supposed To / Suppose Than / Then Their / There / They're Through / Threw / Thorough / Though / Thru To / Too / Two Who / Which / That Who / Whom

3. Choosing Words Thesaurus
Provides alternative words to represent an idea and helps you select the most precise words for your message
Idea : aim, approximation, belief, believed abstraction, brainstorm*, clue, concept, conception, conclusion, conviction, design, doctrine, end, essence, estimate, fancy, feeling, flash*, form, guess, hint, hypothesis, import, impression, inkling, intention, interpretation, intimation, judgment, meaning, notion, object, objective, opinion, pattern, perception, plan, purpose, reason, scheme, sense, significance, solution, suggestion, suspicion, teaching, theory, thought, understanding, view, viewpoint
Precise: absolute, actual, categorical, circumscribed, clear-cut, correct, decisive, definite, determinate, explicit, express, fixed, individual, limited, literal, narrow, nice, on the button, on the money, on the nose, particular, proper, restricted, right, rigid, rigorous, specific, strict, stringent, unequivocal, very, well-defined

4. Choosing Words Principle 1: Choose Understandable Words
Analyze receiver's knowledge, interests, opinions, and emotional reactions
Choose words receiver will understand
Use the you-viewpoint and words slightly below the receiver’s vocabulary level
Abdicate = resign; Affluence = wealth
Select simple, short words and technical words appropriate to the receiver
Amenities = features of the property; Bill of sale = written transfer of ownership
That investments is a cash cow < That investment brings a dependable income.

5. Choosing Words Principle 2: Use Specific, Precise Words
Show a preference for specific words that have a precise meaning and, thus, clearly communicate the message meaning
Avoid vague or abstract words that have different meanings for different people; these words are imprecise and offer little help for interpretation of the message
Good
Many
Beautiful
Love
Love conquers all.

6. Choosing Words Principle 3: Choose Strong Words
Verbs and nouns are the strongest words; adjectives and adverbs are the weakest words
The strongest adjectives and adverbs provide specific details that present a clear, vivid message. Weak adjectives and adverbs detract from the main idea and may lead to exaggeration or to subjectivity
Words that creates a vivid image in the receiver’s mind
The conflict is ongoing < The war rages on
The contract expires in a few years < The contract expires in five years
Carefully chosen weak words can help soften negative messages

7. Choosing Words Principle 4: Emphasize Positive Words
Words that convey optimism and confidence, maintain a favorable relationship, and gain goodwill
Negative words provide emphasis but trigger unpleasant emotional feelings in receivers
Accuse, disaster, improper, regret, angry discouraging insensitive, sorry
Negative phrasings
Your understanding was wrong < Let us review the facts
Your order cannot be shipped until Friday < Your order will be shipped on Friday
Your order for the mp3 player will be delayed; the item is not in stock. < Your mp3 player will be shipped direct from the factory and should arrive next week.
Effective communicators convey a positive, can-do attitude

8. Choosing Words Principle 5: Avoid Overused Words
Words that loses effectiveness due to too much use in normal conversation or in written messages
Words that become popular terms become trite with overuse, and tend to be imprecise
Actually
In denial
See ya
Awesome
Interface
Slam dunk
Been there
Done that
Wannabe
Synergy
Dude
Like
Talk to you later
Bottom line
Win-win
User friendly
Below the belt
Lean and mean
It goes without saying
Change agent
Down to the wire
Out of loop
Level playing field
By leaps and bounds
Paradigm
Wow
Get over it
Razor thin
You know
What’s up

9. Obsolete Words and Phrases
Choosing Words
Principle 6: Avoid Obsolete Words
Those that are out-of date, pompous, dull or stiff
Use conversational language
Obsolete Words and Phrases
Enclosed herewith
I hereby send
Enclosed please find
In regard to
Hereby advice
Mind your p’s and q’s
Permit me to say
Thanking you, I remain
Permit us to remind
Tower of strength
Pleased to inform
Trusting you will
Regret to advise
We remain
Take the liberty of
Wish to advise
Thanking you in advance
Your kind favor

10. Developing Sentences Principle 1: Compose Clear Sentences
Use words that are understandable, precise, strong, and positive
GIVE SENTENCES UNITY
One main idea, one main thought, one sentence
KEEP RELATED WORDS TOGETHER
Modifiers should be close to the words it modify
You can call your mother in London and tell her all about George’s taking you out to dinner for just two dollars.

11. Developing Sentences USE CORRECT GRAMMAR Agreement of subject and verb
Agreement of pronoun and antecedent in three ways: number, gender, and clear relationship
I get worried when the neighbors let their dog out.
The dog goes wild, and he always messes up my front yard.
Parallel structure comes from using the same grammatical form for words, phrases, or clauses that serve the same sentence function
The children are energetic and noisy.  = adjective + adjective She bought a skirt and a blouse. = noun + noun He walked slowly and confidently to the witness stand.  = adverb + adverb Swimming and hiking are my favorite summer activities.  = gerund + gerund

12. Developing Sentences Principle 2: Use Short Sentences
A short sentence is more understandable and effective than longer one
Average sentence length in business messages should be 15 and 20 words. Vary sentence length to provide interest
A complete sentence has at least two words – a subject and a verb – and expresses a complete thought
A fragment express a complete thought, but do not have a subject or a verb

13. Developing Sentences OMIT UNNECESSARY WORDS Wordy Lean
The garden show this spring opens this week; there is a new theme this year called Flower Power.
This spring garden show opens this week with a new theme, Flower Power.
There is considerable amount of data that lends support to the success of the organization.
Data support the organization’s success.
I met the accountant on only one occasion.
I met the accountant once.

14. Developing Sentences
LIMIT CONTENT: If over 30 words or if more than one main thought, the sentence should be divided into two or more sentences
Excessive Sentence Content
Simplified Sentence content
It is a fact that most people do not get enough sleep, probably because of work productivity demands plus handheld computer devices that they watch or listen to for nonstop diversion.
Most people do not get enough sleep. This may be due to stress and constant attention to hand-held computer devices.
Rising interest rates are going up; you can buy certificates of deposit with adjustable, changeable rates from your favorite bank or other FDIC insured financial institution.
Interest rates are rising. You can buy adjustable-rate certificates of deposit from any FDIC financial institution.

15. Developing Sentences Principle 3: Prefer Active Voice in Sentences
Sentences using the active voice of the verb communicate more clearly, concisely, and forcefully than those in the passive voice.
Active voice: the subject does the acting
Passive voice: the subject is acted upon.
Gloria issued the teaching schedules
The teaching schedules were issued by Gloria
The active voice is more clear, direct, stronger, and more vigorous than the passive voice.
Use the passive voice to give sentence variety, express an action with an unknown or unimportant actor, or de-emphasize unpleasant or negative ideas

16. Developing Sentences Principle 4: Give Sentences Appropriate Emphasis
Emphasize the important ideas and de-emphasize the unimportant ideas.
Use a variety of ways to emphasize the ideas
USE LENGTH: Short sentences emphasize content
USE LOCATION: The beginnings and endings give the greatest emphasis
USE STENTENCE STRUCTURE: Short, simple sentences and independent clauses emphasize and idea; dependent clauses de- emphasize it
REPEAT KEY WORDS
TELL THE RECEIVER WHAT IS IMPORTANT

17. Developing Sentences
BE SPECIFIC OR GENERAL: Specific words emphasize and general words de-emphasize an idea
USE FORMAT: Sentence arrangement and punctuation can provide emphasis or de-emphasis. An item list emphasizes points; separating and idea from the sentence with parentheses or commas de- emphasize the idea
USE MECHANICAL MEANS: Boldface, underline, italic, type size, uppercase letters, bullets, arrows, and circles give emphasis to ideas

18. Forming Paragraphs Principle 1: Use Short Paragraphs
Shorter paragraphs help receivers organize their thoughts, increase message understanding, and appear more inviting
Paragraph lengths in business letters and memos are as follows: minimum, one line; average, four to five lines; and long, eight lines or more
Paragraph lengths in business reports are as follows: minimum, one line; average six to seven lines; and long, eight lines or more
Short paragraphs are preferred, but vary lengths to accommodate content and to promote reader interest
The first and last paragraphs are shorter than the middle paragraphs.

19. Forming Paragraphs Principle 2: Give Paragraphs Unity
All the sentences in a paragraph relate to one topic
Principle 3: Organize Paragraphs Logically
Prefer a direct plan (deductive approach with topic sentence first) for business messages. Appropriate for positive news and neutral news.
The main idea is presented in the first sentence of the paragraph, and details follow in succeeding sentences.
Use indirect plan (inductive approach with topic sentence later) for negative news and persuasion
Details are present first, and the main idea comes later in the paragraph.
Place the main point of the paragraph in a topic sentence

20. Forming Paragraphs Principle 4: Give Paragraphs Appropriate Emphasis
Emphasizing important ideas and de-emphasizing the unimportant ideas.
Techniques for controlling emphasis in paragraphs are:
Length of paragraphs
Location of paragraphs
Repetition of key words within paragraphs
Notification of important points
Use of format
Use of mechanical means

21. Forming Paragraphs Principle 5: Provide Paragraph Coherence
Provide for a smooth thought flow from sentence to sentence and paragraph to paragraph
USE TIE-IN SENTENCES
Repeat key words, use pronouns, or paraphrase the same idea to move smoothly from one aspect of a discussion to another

22. Forming Paragraphs Principle 5: Provide Paragraph Coherence
USE TRANSITIONAL WORDS
Contrast
but, however, by contrast, nevertheless, on the other hand, on the one hand, from another viewpoint
Examples
for example, to illustrate, for instance, that is, as follows, like, in illustration
Sequence
First, second, third; one, two, three; also in addition, finally, next, then, finally, to sum up, in conclusion
Emphasis
Significantly, primarily, most importantly, particularly, especially, in fact, indeed, above all
Conclusions
Therefore, thus, so consequently, as a result, accordingly, hence
Exclusions
Except, neither. . . Nor, except that, all but, except for, all except
Additions
In addition, furthermore, also, and, similarly, moreover, as well as, too

23. Using Unbiased Language
Give fair and balanced treatment of all individuals regardless of race, gender, culture, age, ability, religion, or socio-economic status
Choose unbiased language
Avoid words that reflect unfavorably on any group or individual.
Avoid Gender-Biased Language
The English language is a special challenge because man has a generic use
Chairman < chair, moderator, group leader
Policeman < police officer
Salesman < sales agent, representative, sales associate
Use alternative terms to biased language

24. Using Unbiased Language
Avoid Other-Biased Language
Refer to races and cultures by names they prefer
Avoid implied or stated negative stereotypes
Use people-first language; focus on the person – not race, gender, or other category
Do not belittle, offend, embarrass, or denigrate other persons
Unless required, omit reference to race, religion, age, gender, or disability

25. Composing with Style Not But Unique writing style
Use the principles of business communication
Be yourself
Use words that reveal who you are
Use words that give life and distinction to your messages
Use words that reflect your personality and communicate clearly and concisely
Not
But
If I can’t have freedom, then I would rather not live.
Give me a liberty, or give me death!
There is no reason to give women fewer rights than we give men.
Men, their rights and nothing more; women, their rights and nothing less.
It is hard for others to hold you down if you never give them the chance.
A man can’t ride your back unless it’s bent.

26. Summary of Learning Objectives
Use words that your receiver(s) will understand and that will result in the intended response
Write clear, concise, and effective sentences
Develop clear, concise, logical, coherent, and effective paragraphs
Use unbiased language in messages
Apply your composing style to personalize your messages