1. Communicating For Results
Eleventh Edition
Communicating For Results 14
Written Communication

2. Markopolos: Real-Life Case
Kheng Guan Toh/Shutterstock.com
Markopolos: Real-Life Case
“Madoff Warnings Ignored”
Review the real-life case.
Answer the questions for Ch. 14: (pg. 302)
─ Markopolos sent his first two memos by ;
why might his information have been ignored?
─ If the year were 2017, would posting a message on Twitter have helped his case with the SEC?
─ What advice would you recommend for
writing a quality report?

3. 14
Really?
A survey of business professionals found that 100% stated that writing errors affected their opinion of a company and 57% stated that even a single writing error in a company print brochure would remove that company from consideration (Guffy & Loewy, 2016, p. 103).
Guffy, M.E. & Loewy, D. (2016). Essentials of business communication (10th ed.).
Boston, MA: Cengage Learning.

4. Effective Written Communication

5. Written Communication
Serves five important functions . . .
Adapts to the audience
Makes a good first impression
Is effectively organized
Looks professional
Includes accurate sources

6. Good First Impressions
Ques: What are specific ways to make a good first impression in your written communication?
First impressions—see pg. 413.

7. 14 Awareness Check PRCA-24 Post-Test
Directions: Complete McCroskey’s PRCA-24. Don’t try to remember what you said the first time you took the survey with Chapter 1—just answer honestly and mark how each question relates to you now:
1 (Strongly Agree) 2 (Agree) 3 (Undecided) 4 (Disagree) 5 (Strongly Disagree)
___1. I dislike participating in group discussions.
____ 13. While participating in a conversation with a new acquaintance, I feel very nervous.
___2. Generally, I am comfortable while participating
in a group discussion.
____ 14. I have no fear of speaking up in conversations.
___3. I am tense and nervous while participating in
____ 15. Ordinarily I am very tense and nervous in conversations.
group discussions.
___4. I like to get involved in group discussions.
____ 16. Ordinarily I am very calm and relaxed in conversations.
___5. Engaging in a group discussion with new
____ 17. While conversing with a new acquaintance, I feel very relaxed.
people makes me tense and nervous.
___6. I am calm and relaxed while participating in
____ 18. I’m afraid to speak up in conversations.
a group discussion.
____ 19. I have no fear of giving a speech.
___7. Generally, I am nervous when I have to
participate in a meeting.
____ 20. Certain parts of my body feel very tense and rigid while I am giving a speech.
___8. Usually I am calm and relaxed while
participating in meetings.
____ 21. I feel relaxed while giving a speech.
___9. I am very calm and relaxed when I am called
____ 22. My thoughts become confused and jumbled when I am giving a speech.
upon to express an opinion at a meeting.
___10. I am afraid to express myself at meetings.
____ 23. I face the prospect of giving a speech with confidence.
___11. Communicating at meetings usually makes
____ 24. While giving a speech, I get so nervous I forget facts I really know.
me uncomfortable.
___12. I am very relaxed when answering
questions at a meeting.
See scoring and assessment on p. 417 and in MindTap.

8. Writing Successful E- mail

9. Test Your Knowledge!
In small groups, complete and share the following:
List several specific things that are wrong with this business in Figure 14.1:
Compare your answers with those on pg. 418 and Figure 14.2.
Review the advantages and disadvantages of using from Chapter 6 (pp. 176178)—which are the most important? Why?
See MindTap for a video on successful business .

10. Let’s Practice! In small groups, complete and share the following:
List several specific things that are wrong with this actual student sent to her professor (pg. 446):
Rewrite the the way the student should have written it.
Write an response that the professor could/should have sent.
Share with the class and decide which is best and why.

11. Writing Successful Tweets

12. Twitter Profile Your name (a fake name has problems)
Usually includes the following . . .
Your name (a fake name has problems)
Photo or company logo
Twitter handle (begins
A bio (up to 160 characters)
Your location (general area, state, or country)
A link to other sites
To join Twitter, go to

13. Company Use of Twitter
Ques: Why would a company want to use Twitter? Give specific reasons and examples.
Sample Tweet: On the day of Super Bowl 50, Uno Pizzeria & Grill in Chicago sent out this 115-character Tweet:
What’s better than Free Pizza?! Use this coupon to get your Big Game Deal! #deepdishpizza #takeoutdeals #SuperBowl.
The Tweet was linked to a picture of the coupon that gave a free pizza with a purchase of any pizza on February 7 only 2016)
For Twitter and company benefits, see pp

14. New Changes on Twitter?
Watch for these and other changes. . .
User names in reply-tweets no longer part of the 140 character limit.
Media attachments no longer part of the character limit.
A dot in front of symbol no longer needed to see a person’s tweet reply.
Source: Koh, Y. (2016, May 25). Twitter to simplify 140-character limit rules. The Wall Street Journal, B4.

15. Twitter Basics Message length Needed writing skills
What specific pointers can you give for each of the following basics?
Message length
Needed writing skills
Number of tweets and timing
Hashtags
Interesting links
Desired content for tweets
Retweets
See pages for Twitter Basics.

16. Polishing Career Skills14
How Effective Are Your Tweets?
See p. 423 for answers and interpretation of scores.

17. Test Your Knowledge!
Ques: Which of the following “good” tweets from Figure 14.4 is best? Why?

18. Writing And Producing Videos

19. Technology for Great Videos
Discuss the importance of each of the following . . .
Use close-up shots most of the time.
Plan on editing.
Don’t use digital zoom or digital effects.
Keep the light source behind you.
Purchase an external microphone
Even an iPhone makes good videos.

20. Test Your Knowledge!
In small groups, answer the following questions about producing videos.
What is bookending and how does it relate to public speaking?
What is upspeak and why does it cause problems in filming videos?
What is the typical length of a video on YouTube? Why?
What is B-roll material?
Bookending or B-roll?

21. Writing Successful Letters and Resumes

22. Thank-You Letter Begin with thanks—give specific job & date.
In interview situations, include the following . . .
Begin with thanks—give specific job & date.
Use formal yet friendly tone; fairly short.
Mention any key issue or problem discussed.
Include your interest and enthusiasm.
Include any additional requests for info.
End with desire to “hear soon.”
Dear Mr. Schmitz,
Thank you for the delightful interview on Friday, October 8 for the position of carpet salesperson. If you recall, you had just received a shipment of allergy-free carpet made from bamboo and we looked through it together. It was my first time to feel and smell this new carpet and I can’t wait to sell it to people like my sister who has put off buying new carpet because of her allergies. In fact, I called her as soon as I got home and she may have already come by the showroom to see it.
Thank-you letter—opening paragraph (Figure 14.5)

23. Follow-up Letter Express disappointment but thank interviewer.
Even if you didn’t get the job, a follow-up letter is a must.
Express disappointment but thank interviewer.
If working to correct lack of experience, mention your new efforts.
End by expressing interest and ask that your resume remain in the active file.”
Dear Mr. Schmitz,
Thank you for interviewing me for the position of carpet salesperson. I’m very disappointed that someone else was hired for the position because I think my sales experience and communication skills are a good fit for your company and goals of doubled growth. Even though I wasn’t hired, I appreciate your letting me know so quickly. Please keep my resume in your active file and let me know if you have another opening. Your showroom and product lines are excellent and I look forward to the possibility of working with you in the future. I will call you later in the year to see if any new job openings are available.
Follow-up letter (Figure 14.6)

24. Writing Effective Resumes
Why would Reyes put areas of knowledge and education first?
Put best attention-getter first.
Make easy to read.
Provide more than basic information.
Beginning of Resume (Figure 14.8)

25. Test Your Knowledge!
In small groups, answer the following questions about writing resumes.
What is the difference between a keyword summary and a qualifications summary?
List several items of important advice for the writer of a quality resume (refer to this chapter and Chapter 8).
Beginning of Resume (Figure 14.12)

26. Writing Informative Reports

27. Types of Informative Reports
Discuss the characteristics of each type . . .
Feasibility report
Instructive report
Progress report
Proposal
Informative reports may be short briefings or longer,
more detailed reports.
A briefing is designed to give a summary of facts or the status of a project to one or several employees, supervisors, or clients.
A report is designed to include complete details in a longer and usually more formal manner.
Informative Reports

28. Tools to Aid Understanding
In an informative briefing or report . . .
Definition
A clear, explicit statement of what a thing is accompanied by one or more of the following:
─ Comparison or contrast.
─ Two or more examples.
─ The etymology (origin or root meaning).
─ Synonym (similar meaning) or antonym (opposite meaning).
─ List of essential features.

29. Tools to Aid Understanding
In an informative briefing or report . . .
Definition
Description
A tool that paints a vivid, detailed picture of the topic by using: ─ Concrete words (instead of dog, say “West Highland white terrier named Mischief”).
─ Figures of speech such as similes, metaphors, & onomatopoeia (words sound like their meaning like buzz or swish).

30. Tools to Aid Understanding
In an informative briefing or report . . .
Definition
Description
Explanation
A statement that describes the relationship between certain items:
─ Use with visuals & clear connecting words.
─ For complex topics (begin with “big picture”).
─ If audience skeptical (begin with “lay” belief, then present the more accurate belief/theory).

31. Tools to Aid Understanding
In an informative briefing or report . . .
Definition
Description
Explanation
Narration
A story about real or imagined things, people, or events presented with:
─ Detail & enthusiasm
─ Probability (story is likely & easy to follow)
─ Fidelity (story rings true to listener experiences)

32. Outlining Guidelines Use standard numbering or bullets
Explain each of the following basic rules for outlining . . .
Use standard numbering or bullets
Indent for faster reading
Include two supporting items per level, when possible
Use parallel wording
Capitalize first word in each level
I. First main point
A. Subpoint or supporting material
1. Supporting material
2. Supporting material
B. Additional subpoint
II. Second main point

33. Finalizing Reports Introduction with statement of purpose.
Possible items to include in the informative report . . .
Introduction with statement of purpose.
Background information, if needed.
Organize into brief, clearly divided paragraphs.
To keep interest, use concrete, vivid words and variety of supporting material (Ch. 12).
Formal reports: ─ Title page ─ Abstract or synopsis ─ Findings, conclusion, recommendations ─ Works cited

34. Let’s Practice! As individuals, complete the following:
Take your informative speech outline used earlier in class.
Read “Writing Informative Reports,” in this chapter and turn your speech outline into an informative report.
Use Figure as your guide.
If time allows, prepare two or more quality visual aids to attach with your report.
When finished: Turn in your informative report for feedback and a possible grade.

35. Writing Persuasive Reports

36. Persuasive Reports A clearly defined problem section.
Basically Organized to include the following . . .
A clearly defined problem section.
A methods section to discuss collection of data.
A results section with charts to show data.
A conclusions (& recommendations) section.
A references section listing sources.
Possible additional items: ─ Title page ─ Table of contents ─ Abstract or synopsis
Persuasive Report in Figure

37. Finalizing Reports Use an inductive pattern of organization.
Possible items to include in the persuasive report . . .
Use an inductive pattern of organization.
Spell out problems needing solving.
Spell out recommended solutions or actions to solve problem(s).
In summary, visualize future for audience
Use carefully researched evidence, that is: ─ Ethical ─ Supported by logos, pathos, & ethos (Ch. 13) ─ Credible
─ Related to audience

38. Let’s Practice! In small groups, complete the following:
Take a persuasive speech outline used by a member in your group.
Read “Writing Persuasive Reports,” in this chapter and turn the speech outline into a persuasive report.
Use Figure as your guide.
Have one member prepare two or more quality visual aids to attach with the report.
If time allows, prepare a 2- to 3-minute video on your topic involving all members discussing the problem, background, or recommendations.
When finished: Turn in your persuasive report for feedback and a possible grade.

39. 14
The End