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BUSINESS
COMMUNICATION
Effective Business Documents
  You are a Writer.
  You are a Document Designer.

  Communication can be effective only if:
  • It is planned and organized well
  • Uses appropriate language
  • Uses effective layout and visual aids
  • Uses an appropriate format
•Hartley and Bruckmann, 2002
• Written Communication to achieve a
  Business Objective:

• Tell someone what to do or how to do
  something (Instruction sheets/ manuals)
• Give someone accurate information
  (product info sheet)
• Market a product or an event (advt/ press
  release)
• Persuade someone to set up or continue
  with a project (project proposal/report)
Main Strategies used by Writers:
Watercolourists
• Tend to write ‘in one pass’ from mental
  plan
• Tend to review and revise on screen
  rather than print out drafts

Architects
• Make detailed plan
• Do a draft, then print out. Revise paper
  version and then return to computer
•Hartley and Bruckmann, 2002
Bricklayers
• Build the text up sentence by sentence
• Revise on screen as they go

Sketchers
• Produce rough plan
• Make frequent revision and review/ revise
  both on screen and from pare draft
Oil Painters
• Start by drafting rather than planning,
  working from broad headlines
• Review drafts on paper
Steps in Business Writing

•   Write down your purpose
•   Assemble the information
•   Group the information
•   Put the information into logical sequence
•   Produce an outline
•   Write the first draft
•   Edit and write the final draft
Clear Objectives lead to New and Better
  Documents

   To inform
   To support
   To assess
   To classify
   To evaluate
   To persuade
   To demonstrate
   To describe
• Defining Objectives
• Phrasing Objectives

 To show that replacing our current management
 information system with the Abacus system will :

   Improve our management decisions
   Give operating staff more satisfying jobs; and
   Save on running costs
Structuring Information

• From the audience/ reader’s point of view:

• The ordering, logic and/or classification
  should make sense to the reader
• Information which is clearly structured is
  easily absorbed or retained
• Methods:

• Chunking: Breaking down info into
  sections or chunks
• Ordering: working the chunks into a useful
  order
• Signposting: offering clues or signals to
  explain /demonstrate how info is
  structured and prepare the reader for a
  change in direction (signalling
  words/phrases, linking words /phrases)
Methods using these 3 Principles

Outlining :
• Point outlines
• Headings, subheadings

• Mind Maps/ Spider-diagrams
• Pyramids
• A Mind Map is a diagram used to
  represent words, ideas, tasks, or other
  items linked to and arranged around a
  central key word or idea. Mind maps are
  used to generate, visualize, structure, and
  classify ideas, and as an aid in study,
  organization, problem solving, decision
  making, and writing.
• Emphasis: images, colours and spacing
• Association: links, developing your own
  codes
Written comm lec1
Written comm lec1
PAIBOC
P   What are your purposes in writing?

A Who is (are) your audiences?

I   What information must your message
    include?
B What reasons or reader benefits can
  you use to support your position?


O What objections can you expect your
  reader(s) to have?


C How will the context affect reader
  response?
• DIRECT REQUESTS /
  NEUTRAL / GOODWILL MESSAGES

• NEGATIVE MESSAGES

• PROBLEM-SOLVING / PERSUASIVE
  MESSAGES
DIRECT REQUEST


 ASKING FOR INFO/SERVICE
 DETAILS
 REQUEST FOR ACTION
DIRECT            INDIRECT
   APPROACH          APPROACH

•FIRMNESS IS
NEEDED              •AUDIENCE WILL BE
                    DISAPPOINTED
•READER WON’T BE
DISAPPOINTED        •AUDIENCE IS
                    EMOTIONALLY
•SITUATION IS       INVOLVED
ROUTINE OR MINOR
•AUDIENCE PREFERS
BAD NEWS FIRST
BUFFERS


•   NEUTRAL
•   RELEVANT
•   NOT MISLEADING
•   ASSERTIVE
•   SUCCINCT
NEGATIVE MESSAGES

• GIVE THE BAD NEWS
• ENSURE ITS ACCEPTANCE
• MAINTAIN READER’S GOODWILL
• MAINTAIN ORGANIZATION’S GOOD
  IMAGE
• REDUCE FUTURE CORRESPONDENCE
  ON THE MATTER
• Reason that hurts company :
• Our company is not hiring at the present
  time because profits are down. In fact, the
  downturn has prompted top management
  to reduce the salaried staff by 5% just this
  month, with perhaps more reductions to
  come.

• Better:
• Our company does not have any openings
  now.
• Giving Bad news to • Giving Bad news to
  Superiors:           Peers and
                       Subordinates:


•   Shared Problem       • Shared Problem
•   Details              • Alternatives
•   Alternatives         • Request for Action/
•   Request for Action     Input
PROBLEM-SOLVING MESSAGE

• SHARED PROBLEM
• DETAILS
• SOLUTION
• NEGATIVES – OUTWEIGHED BY
  ADVANTAGES
• READER BENEFITS
• REQUEST FOR ACTION
THE AIDA ORGANIZATIONAL PLAN



•   ATTENTION
•   INTEREST
•   DESIRE
•   ACTION
THANK YOU …..

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Written comm lec1

  • 2. Effective Business Documents You are a Writer. You are a Document Designer. Communication can be effective only if: • It is planned and organized well • Uses appropriate language • Uses effective layout and visual aids • Uses an appropriate format •Hartley and Bruckmann, 2002
  • 3. • Written Communication to achieve a Business Objective: • Tell someone what to do or how to do something (Instruction sheets/ manuals) • Give someone accurate information (product info sheet) • Market a product or an event (advt/ press release) • Persuade someone to set up or continue with a project (project proposal/report)
  • 4. Main Strategies used by Writers: Watercolourists • Tend to write ‘in one pass’ from mental plan • Tend to review and revise on screen rather than print out drafts Architects • Make detailed plan • Do a draft, then print out. Revise paper version and then return to computer •Hartley and Bruckmann, 2002
  • 5. Bricklayers • Build the text up sentence by sentence • Revise on screen as they go Sketchers • Produce rough plan • Make frequent revision and review/ revise both on screen and from pare draft
  • 6. Oil Painters • Start by drafting rather than planning, working from broad headlines • Review drafts on paper
  • 7. Steps in Business Writing • Write down your purpose • Assemble the information • Group the information • Put the information into logical sequence • Produce an outline • Write the first draft • Edit and write the final draft
  • 8. Clear Objectives lead to New and Better Documents  To inform  To support  To assess  To classify  To evaluate  To persuade  To demonstrate  To describe
  • 9. • Defining Objectives • Phrasing Objectives To show that replacing our current management information system with the Abacus system will :  Improve our management decisions  Give operating staff more satisfying jobs; and  Save on running costs
  • 10. Structuring Information • From the audience/ reader’s point of view: • The ordering, logic and/or classification should make sense to the reader • Information which is clearly structured is easily absorbed or retained
  • 11. • Methods: • Chunking: Breaking down info into sections or chunks • Ordering: working the chunks into a useful order • Signposting: offering clues or signals to explain /demonstrate how info is structured and prepare the reader for a change in direction (signalling words/phrases, linking words /phrases)
  • 12. Methods using these 3 Principles Outlining : • Point outlines • Headings, subheadings • Mind Maps/ Spider-diagrams • Pyramids
  • 13. • A Mind Map is a diagram used to represent words, ideas, tasks, or other items linked to and arranged around a central key word or idea. Mind maps are used to generate, visualize, structure, and classify ideas, and as an aid in study, organization, problem solving, decision making, and writing. • Emphasis: images, colours and spacing • Association: links, developing your own codes
  • 16. PAIBOC P What are your purposes in writing? A Who is (are) your audiences? I What information must your message include?
  • 17. B What reasons or reader benefits can you use to support your position? O What objections can you expect your reader(s) to have? C How will the context affect reader response?
  • 18. • DIRECT REQUESTS / NEUTRAL / GOODWILL MESSAGES • NEGATIVE MESSAGES • PROBLEM-SOLVING / PERSUASIVE MESSAGES
  • 19. DIRECT REQUEST  ASKING FOR INFO/SERVICE  DETAILS  REQUEST FOR ACTION
  • 20. DIRECT INDIRECT APPROACH APPROACH •FIRMNESS IS NEEDED •AUDIENCE WILL BE DISAPPOINTED •READER WON’T BE DISAPPOINTED •AUDIENCE IS EMOTIONALLY •SITUATION IS INVOLVED ROUTINE OR MINOR •AUDIENCE PREFERS BAD NEWS FIRST
  • 21. BUFFERS • NEUTRAL • RELEVANT • NOT MISLEADING • ASSERTIVE • SUCCINCT
  • 22. NEGATIVE MESSAGES • GIVE THE BAD NEWS • ENSURE ITS ACCEPTANCE • MAINTAIN READER’S GOODWILL • MAINTAIN ORGANIZATION’S GOOD IMAGE • REDUCE FUTURE CORRESPONDENCE ON THE MATTER
  • 23. • Reason that hurts company : • Our company is not hiring at the present time because profits are down. In fact, the downturn has prompted top management to reduce the salaried staff by 5% just this month, with perhaps more reductions to come. • Better: • Our company does not have any openings now.
  • 24. • Giving Bad news to • Giving Bad news to Superiors: Peers and Subordinates: • Shared Problem • Shared Problem • Details • Alternatives • Alternatives • Request for Action/ • Request for Action Input
  • 25. PROBLEM-SOLVING MESSAGE • SHARED PROBLEM • DETAILS • SOLUTION • NEGATIVES – OUTWEIGHED BY ADVANTAGES • READER BENEFITS • REQUEST FOR ACTION
  • 26. THE AIDA ORGANIZATIONAL PLAN • ATTENTION • INTEREST • DESIRE • ACTION