This document discusses principles of effective business writing and types of business correspondence. It covers the importance of written communication, advantages like providing records and building company image, and limitations like time consumption. Key principles outlined include mutual understanding between correspondents, encouraging action and new ideas, and being based on facts. Common forms of business correspondence include memos and letters. The document also provides tips for clear writing and describes types of business messages like good news, bad news, and persuasive messages.

1. CHAPTER 9
 THE WRITTEN CHANNEL
 PRINCIPLES OF EFFECTIVE WRITING
 FORMS OF BUSINESS CORRESPONDENCE
 CLEAR WRITING
 TYPES OF BUSINESS MESSAGES
WRITTEN COMMUNICATION
(Objective : To help learner to acquire a performing
knowledge of forms and methods of writing in order to
handle business correspondence effectively)

2.  THE WRITTEN CHANNEL
◦ ITS IMPORTANCE
 Formal communication sustains business
operations.
 Helps maintain external transaction
 Helps prepare good promotional materials
 Generates permanent records for legal defence.
◦ Advantages
 Provides authentic records
 Prompt and effective writing builds company’s
image
 Writing standardizes forms of correspondence
 Can help to fix responsibility.

3.  LIMITATIONS
◦ Piling up of paper
◦ Time consuming
◦ Committing to black and white
causes controversy
◦ Writing requires a high degree of
competence and much training.

4.  PRINCIPLES OF EFFECTIVE
WRITING
◦ Mutual and complete understanding of
correspondents
◦ Business writing should evoke prompt
action.
◦ Writing should encourage
correspondence to think afresh for
new ideas.
◦ Writing should be based on facts not
on impressions and opinions that are
vague.
◦ Brevity and precision essential
◦ Effective use of technology

5.  FORMS OF BUSINESS
CORRESPONDENCE
◦ MEMO
 “Work-horse” of internal communication
 Format with four entries at the top :
TO, FROM, DATE, SUBJECT LINE
◦ LETTER
 For formal communication with the outside
world
 Forms and layouts
 Parts of a letter

6.  PROCESS OF WRITING
◦ The Three-Step Process
◦ Analyze the purpose and choose the
appropriate form of writing and
medium
◦ Compose with coherence in order to
communicate one idea at a time
◦ Complete and revise draft.

7.  CLEAR WRITING
◦ Style
 The You – Attitude
◦ Linguistic precision, Brevity and
Clarity
 Coherence
 Cohesion

8.  TIPS FOR BUSINESS CORRESPONDENCE
◦ Avoid unfamiliar words
◦ Avoid redundancies
◦ Avoid camouflaged vocabulary
◦ Avoid jargon & cliche
◦ Avoid hype
◦ Avoid abstract ideas : Keep them concrete
◦ Avoid Slang
◦ Avoid ambiguity
◦ Avoid an excessive use of adjectives
◦ Write short sentences
◦ Generally use active voice unless passive is
required

9.  TYPES OF BUSINESS MESSAGES
◦ Good News / Goodwill Messages
 Condolences
 Congratulations
 Encouraging Counsel
◦ Form
 Memo
 Letter
 E-mail
◦ Structure
 Statement of message
 Compliment or statement of sympathy
 Complimentary close

10. ◦ Bad News Messages
 Essential : Sustain a positive tone
 Approach
 Direct approach when recipient would prefer the bad news
outright
 Indirect approach is followed otherwise
◦ Form
 Direct Approach
 Tactful statement of bad news
 Clear and authentic reasons for ti
 Positive forward – looking close
 Indirect Approach
 Buffer
 Clear statement of reasons
 Statement of bad news
 A positive close

11. ◦ Persuasive Message
 Purpose & Occasion
 To convince by goodwill and reasoning –
collection letters
 Approach
 Direct
 Indirect
 Formula
 AIDA
 Attention
 Interest
 Desire
 Action
(Read illustration on page 87)