Answer the following 2 questions each with a paragraph of 8 or more sentences then I will send 4 posts to get a reply on/feedback

One post (answering the initial forum question) AND a minimum of two replies – an extremely good one paragraph post (this would be a minimum of eight full lines) and two replies that enhances the discussion and demonstrate mastery of the content. Replies should be just your opinion, wether you agree or not, no more than 5 sentences long.

Initial forum:What are the three main tasks involved in revising a business message? Can you think of a business message that did not incorporate these tasks in their message?Initial forum:The latest issue of a local business newspaper names 10 area executives who have exhibited excellent leadership skills in the past year. You are currently searching for a job, and a friend suggests that you write each executive a congratulatory letter and mention in passing that you are looking for new career opportunities and would appreciate the opportunity for an interview. Is this a smart strategy? Why or why not?  5: Writing Business Messages
5-1
Chapter 5: Writing Business Messages
LECTURE NOTES
Section 1: Adapting to Your Audience: Being Sensitive to Audience Needs
Learning Objective 1: Identify the four aspects of being sensitive to audience needs when writing business
messages.
If your intended audience members think a message does not apply to them or doesn’t meet their needs,
they won’t be inclined to pay attention to it.
Using the “You” Attitude
Adopt the “you” attitude by:
•
•
•
•
Replacing terms that refer to yourself and your company with terms that refer to your
audience
Empathizing with your audience sincerely and genuinely
Avoiding the word you when its use would be impolite or accusatory
Following company style regarding the use of personal pronouns
Maintaining Standards of Etiquette
Maintain the highest standards of etiquette:
•
•
•
Be courteous to members of your audience.
Control your emotions and communicate calmly.
Be even more tactful in written messages.
Emphasizing the Positive
Emphasize the positive:
•
•
•
•
Soften the blow of negative news.
Criticize constructively without dwelling on a person’s mistakes.
Emphasize audience benefits rather than your own.
Use euphemisms to avoid words that are hurtful or offensive to your audience—but don’t use
them to sugarcoat unpleasant news.
Using Bias-Free Language
Use bias-free language by avoiding words and phrases that unfairly and even unethically categorize
or stigmatize people in ways related to:
•
•
Gender
Race and ethnicity
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5: Writing Business Messages
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•
5-2
Age
Disability
Class discussion question: Have you ever been put off by biased word choices another person made
while communicating with you (in writing or in person)? In the matter of age, for example, has an older
person ever referred to you as a “kid,” even though you think of yourself as an adult? Conversely, if
you’re an older student, have younger students ever referred to you as “grandma” or “grandpa,” even in a
humorous way? What effect did these word choices have on your relationship with the other party?
Section 2: Adapting to Your Audience: Building Strong Relationships
Learning Objective 2: Explain how establishing your credibility and projecting your company’s image
are vital aspects of building strong relationships with your audience.
Establishing your credibility and projecting your company’s image are two vital steps in building and
fostering positive business relationships.
Establishing Your Credibility
Credibility is the measure of your believability based on how reliable you are and how much trust you
evoke in others.
To establish your credibility, emphasize:
•
•
•
•
•
•
•
Honesty
Objectivity
Awareness of audience needs
Credentials, knowledge, and expertise
Endorsements
Performance
Sincerity
Credibility can take a long time to establish—and it can be wiped out by a single careless or foolish
mistake.
Projecting Your Company’s Image
Project the proper image for your company by subordinating your own views and personality, if
necessary, and mastering your company’s style.
Observe more experienced colleagues to see how they communicate, and never hesitate to ask for
editorial help.
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5: Writing Business Messages
5-3
Section 3: Adapting to Your Audience: Controlling Your Style and Tone
Learning Objective 3: Explain how to achieve a tone that is conversational but businesslike, explain the
value of using plain language, and define active and passive voice.
Style is the way words are used to achieve a certain tone (i.e., the impression made by your words).
Using a Conversational Tone
To achieve a conversational tone:
•
•
•
•
•
Understand the difference between texting and writing.
Avoid stale and pompous language.
Avoid preaching and bragging.
Be careful with intimacy.
Be careful with humor.
Using Plain Language
Plain language is a way of presenting information in a simple, unadorned style that your audience can
easily grasp without struggling through specialized, technical, or convoluted language.
Plain language can make companies more productive and more profitable simply because people
spend less time trying to figure out messages that are confusing or aren’t written to meet their needs.
Plain language helps nonnative speakers understand your messages.
Selecting the Active or Passive Voice
In active voice, the subject performs the action and the object receives the action.
•
•
The subject (“actor”) comes before the verb.
The object (“acted upon”) comes after the verb.
In passive voice, the subject receives the action.
•
•
•
The subject comes after the verb.
The object comes before the verb.
It combines the helping verb to be with a form of the verb that is usually similar to the past
tense.
Use the active voice to:
•
•
Produce shorter, stronger sentences.
Make your writing more vigorous, concise, and generally easier to understand.
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5: Writing Business Messages
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Generally avoid the passive voice because it:
•
•
•
Is cumbersome
Can be unnecessarily vague
Can make sentences longer
However, the passive voice is best in some cases to demonstrate the “you” attitude:
•
•
•
When you need to be diplomatic
When you want to avoid taking or attributing the credit or the blame
When you want to avoid personal pronouns to create an objective tone
Class discussion question: Have you ever noticed anyone using the passive voice to avoid taking
responsibility for a situation or a mistake? For example, someone might say “mistakes were made” rather
than “I made a mistake.” What effect might this have on the speaker or writer’s credibility? Can the
passive voice be ethically misused in this way?
Section 4: Composing Your Message: Choosing Powerful Words
Learning Objective 4: Describe how to select words that are both correct and effective.
As you compose your first draft:
•
•
•
Look for opportunities to improve on your outline by rearranging, deleting, and adding ideas (as
long as you don’t lose sight of your purpose)
Try to let your creativity flow (don’t draft and edit at the same time)
Try to overcome writer’s block
You can jog your brain to overcome writer’s block by:
•
•
•
•
Skipping to another part of the document
Working on nontext elements such as graphics
Switching to a different project
Starting to write without worrying about what you’re writing or how it sounds
As you create and refine your messages, learn to view your writing at three levels:
•
•
•
Strong words
Effective sentences
Coherent paragraphs
If you have questions about grammar and usage, be sure to consult handbooks or online guides.
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5: Writing Business Messages
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The words you choose to use must be correct because:
•
•
•
Grammatical or usage errors cause you to lose credibility with your audience.
Poor grammar implies that you’re uninformed and your audience may not trust you.
Poor grammar can imply that you don’t respect your audience enough to get things right.
Successful writers and speakers take care to find the most effective words and phrases to use.
Rich languages such as English provide you with a variety of options when choosing words.
Selecting and using words effectively is often more challenging than using words correctly because it’s a
matter of judgment and experience.
Reading widely is the best way to expand your vocabulary and thereby give yourself more options when
it’s time to choose words in your own writing.
Understanding Denotation and Connotation
Words may have two meanings:
•
•
The denotative meaning is the literal or dictionary meaning.
The connotative meaning includes all the associations and feelings evoked by the word.
In business communication, carefully use words that have multiple interpretations and are high in
connotative meaning.
Balancing Abstract and Concrete Words
A word may be:
•
•
Abstract (expressing a concept, quality, or characteristic)
Concrete (standing for something you can touch, see, or visualize)
Concrete words are often more effective than abstract words because they are more precise, but that
isn’t always the case.
Blend abstract terms with concrete ones to be as effective as possible.
Even though they’re indispensable, abstractions can be troublesome.
•
•
Abstract words tend to be fuzzy and subject to multiple interpretations.
Abstract words seem less “real” and pose a challenge to getting readers excited.
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5: Writing Business Messages
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Finding Words That Communicate Well
To find the words that communicate well, think carefully about the right words to use for each
individual situation:
•
•
•
•
Choose powerful words.
Choose familiar words.
Avoid clichés and be careful with buzzwords.
Use jargon carefully.
Section 5: Composing Your Message: Creating Effective Sentences
Learning Objective 5: Define the four types of sentences and explain how sentence style affects emphasis
within a message.
To make every sentence count:
•
•
Arrange carefully chosen words.
Select the optimum type of sentence.
Choosing from the Four Types of Sentences
You can choose from four types of sentences:
•
•
•
•
Simple: one main clause (single subject and single predicate)
Compound: two main clauses that express two or more independent but related thoughts of
equal importance, usually joined by and, but, or or
Complex: expresses one main thought (the independent clause) and one or more subordinate,
related thoughts (dependent clauses that cannot stand alone as valid sentences)
Compound-complex: two main clauses, at least one with a subordinate clause
When constructing sentences, choose the form that matches the relationship of the ideas you want to
express.
•
•
Use two simple sentences or a compound sentence if you have two ideas of equal importance.
Use a complex sentence if one of the ideas is less important than the other.
To achieve the clearest writing possible, strive for variety and balance by mixing all four types of
sentences.
Using Sentence Style to Emphasize Key Thoughts
You can emphasize key ideas through sentence style by:
•
•
Describing an important element with more detail
Adding a separate, short sentence to augment the thought
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5: Writing Business Messages
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•
5-7
Making a thought the subject of a sentence
Placing the key idea either at the beginning or the end of a sentence
In complex sentences, the placement of the dependent clause hinges on the relationship between the
ideas expressed.
•
•
Put the dependent clause at the end of the sentence (the most emphatic position) or at the
beginning (the second most emphatic position).
Put the dependent clause within the sentence if you want to downplay the idea.
Section 6: Composing Your Message: Crafting Unified, Coherent Paragraphs
Learning Objective 6: Define the three key elements of a paragraph, and list five ways to develop unified,
coherent paragraphs.
A paragraph organizes sentences related to the same general topic.
Readers expect each paragraph to:
•
•
Be unified and focus on a single unit of thought
Be coherent and present ideas in a logically connected way
Creating the Elements of a Paragraph
A paragraph is made up of several elements:
•
•
•
Topic sentence—introduces the topic, gives readers a summary of the general idea that will
be covered in the rest of the paragraph, and reminds audiences of the purpose of each
paragraph
Support sentences—explain, justify, or extend the topic sentence with specifics; are more
specific than topic sentences; provide another piece of evidence to demonstrate the general
truth of the main thought; and are clearly related to the general idea being developed
Transitions—words or phrases that tie ideas together by showing how one thought is related
to another, help readers understand the connections you’re trying to make, and smooth your
writing
Establish transitions by:
•
•
•
•
Using connecting words
Echoing a word or phrase from a previous paragraph or sentence
Using a pronoun that refers to a noun used previously
Using words that are frequently paired
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5: Writing Business Messages
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Transitions are able to:
•
•
•
•
Serve as mood changers
Announce a total contrast with what’s gone on before
Announce a causal relationship
Signal a change in time
Use transitions to help readers understand your ideas and follow you from point to point:
•
•
•
Inside paragraphs, to tie related points together
Between paragraphs, to ease the shift from one distinct thought to another
Between major sections or chapters
Choosing the Best Way to Develop a Paragraph
Develop a paragraph in one of five ways:
•
•
•
•
•
Illustration
Comparison or contrast
Cause and effect
Classification
Problem and solution
In practice, you’ll occasionally combine two or more methods of development in a single paragraph.
Think through other alternatives before accepting your first choice.
Section 7: Writing Messages for Mobile Devices
Learning Objective 7: List five techniques for writing effective messages for mobile readers.
Reading is more difficult on small screens, and users’ ability to comprehend what they read on mobile
devices is lower than it is on larger screens.
In addition to making different design and layout choices, adapt your approach to writing in order to help
mobile readers.
Technique #1: Use a linear organization
In a printed document or on a larger screen, readers can easily take in multiple elements on a page
and jump around the page to read various parts without feeling lost.
However, with small mobile device screens, a complex page requires readers to zoom in and out
and pan around, which slows reading and raises the odds of disorientation and misunderstanding.
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5: Writing Business Messages
5-9
To simplify reading, organize with a linear flow from the top to the bottom of the message or
article.
Technique #2: Prioritize information
Small screens make it difficult for readers to scan the page to find the information they want
most, so put the most-needed information first.
Use the inverted pyramid style favored by journalists, in which you reveal the most important
information briefly at first and then provide successive layers of detail that readers can consume
if they want.
You may need to avoid using the indirect approach if your message is complicated, because it
will be more difficult for readers to follow your chain of reasoning.
Technique #3: Write shorter and more-focused messages and documents
Mobile users often lack the patience or opportunity to read lengthy messages or documents.
In some cases, this could require you to write two documents, a shorter executive summary for
mobile use and a longer supporting document that readers can access later if they want more
details.
Technique #4: Use shorter subject lines and headings
Mobile devices, particularly phones and smaller tablets, can’t display as many characters in a
single line of text at a readable font size as the typical computer screen can.
Email subject lines and page headings will be truncated or will wrap around to take up multiple
lines; both make reading more difficult.
A good rule of thumb: keep subject lines and headlines to around 25 characters.
Make every word count and make sure you start with the key words so readers can instantly see
what the subject line or heading is about.
Technique #5: Use shorter paragraphs
In addition to structuring your message, paragraphs have a visual role in written communication.
Shorter paragraphs are less intimidating and let readers take frequent “micro rests” as they move
through a document.
Because far less text is displayed at once on a mobile screen, keep paragraphs as short as possible
so readers don’t have to swipe through screen after screen before getting to paragraph breaks.
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5: Writing Business Messages
5-10
Copyright © 2018 Bovée and Thill LLC
Business Communication Today
Fourteenth Edition
Chapter 5
Writing Business Messages
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (1 of 2)
5.1 Identify the four aspects of being sensitive to audience
needs when writing business messages.
5.2 Explain how establishing your credibility and projecting
your company’s image are vital aspects of building strong
relationships with your audience.
5.3 Explain how to achieve a tone that is conversational but
businesslike, explain the value of using plain language,
and define active voice and passive voice.
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (2 of 2)
5.4 Describe how to select words that are both correct and
effective.
5.5 Define the four types of sentences, and explain how
sentence style affects emphasis within a message.
5.6 Define the three key elements of a paragraph, and list five
ways to develop unified, coherent paragraphs.
5.7 List five techniques for writing effective messages for
mobile readers.
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Adapting to Your Audience: Being Sensitive
to Audience Needs
• LO 5.1 Identify the four aspects of being sensitive to
audience needs when writing business messages.
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Using the “You” Attitude
• Use Second Person Pronouns
• Show Interest in Your Audience
• Respect Cultural Preferences
• Adhere to Organizational Policies
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Maintaining Standards of Etiquette
• Respect Your Audience
• Minimize Negative Emotional Reactions
• Use Diplomacy and Tact
• Be Conscious of the Correct Level of Formality
• Choose the Medium Best-Suited to Your Message
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Emphasizing the Positive
Avoid Negative Language
Focus on Opportunities for
Improvement
Emphasize Audience
Benefits
Use Euphemisms
Appropriately
Ease the Emotional Burden
on the Writer
Soften the Blow to the
Audience – Be Honest, Not
Harsh
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Using Bias-Free Language
• Gender Bias
• Racial and Ethnic Bias
• Age Bias
• Disability Bias
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Adapting to Your Audience: Building Strong
Relationships
• LO 5.2 Explain how establishing your credibility and
projecting your company’s image are vital aspects of
building strong relationships with your audience.
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Establishing Your Credibility (1 of 2)
• Honesty
• Objectivity
• Awareness of Audience Needs
• Credentials, Knowledge, and Expertise
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Establishing Your Credibility (2 of 2)
• Endorsements
• Performance
• Sincerity
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Projecting Your Company’s Image
• Communication Style
• Communication Guidelines
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Adapting to Your Audience: Controlling
Your Style and Tone
• LO 5.3 Explain how to achieve a tone that is
conversational but businesslike, explain the value of using
plain language, and define active voice and passive
voice.
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Creating a Conversational Tone
• Understand the Difference Between Texting and Writing
• Avoid Preaching and Bragging
• Be Careful with Intimacy
• Be Careful with Humor
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Use Plain Language
• Helps Audience Easily Grasp Meaning
• Supports the “You” Attitude
• Shows Respect for Audience
• Increases Productivity
• Helps Diverse, Global Audiences
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Selecting the Active or Passive Voice
Table 5.4 Choosing Active or Passive Voice
In general, avoid passive voice to make your writing lively and direct.
Dull and Indirect in Passive Voice
Lively and Direct in Active Voice
The new procedure was developed by the operations
team.
The operations team developed the new procedure.
Legal problems are created by this contract.
This contract creates legal problems.
Reception preparations have been undertaken by
our PR people for the new CEO’s arrival.
Our PR people have begun planning a reception
for the new CEO.
However, passive voice is helpful when you need to be diplomatic or want to focus
attention on problems or solutions rather than on people.
Accusatory or Self-Congratulatory in
Active Voice
More Diplomatic in Passive Voice
You lost the shipment.
The shipment was lost.
I recruited seven engineers last month.
Seven engineers were recruited last month.
We are investigating the high rate of failures on the final
assembly line.
The high rate of failures on the final assembly line is being
investigated.
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Composing Your Message: Choosing
Powerful Words
• LO 5.4 Describe how to select words that are both correct
and effective.
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Three Levels of Writing
• Strong Words
• Effective Sentences
• Coherent Paragraphs
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Understanding Denotation and Connotation
Denotative Words
Explicit
Literal or Dictionary
Meaning
Connotative Words
Implicit
Includes all
Associations and Feelings
Evoked by the Word
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Balancing Abstract and Concrete Words
• Abstract Words
– Concepts
– Quality
– Characteristic
• Concrete
– Touch
– See
– Visualize
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Finding Words That Communicate Well
• Choose Strong, Precise Words
• Choose Familiar Words
• Avoid Clichés and Buzzwords
• Use Jargon Carefully
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Composing Your Message: Creating
Effective Sentences
• LO 5.5 Define the four types of sentences, and explain
how sentence style affects emphasis within a message.
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Choosing From the Four Types of
Sentences (1 of 2)
Simple Sentence
One Main Clause
Objects and Phrases
Compound Sentence
Two Main Clauses
Joined by Conjunction
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Choosing From the Four Types of
Sentences (2 of 2)
Complex Sentence
One Main Clause
(Independent Clause)
One or More Subordinate
Clause (Dependent
Clauses)
Compound Complex
Sentence
Two Main Clauses
At Least One Clause
Contains a Subordinate
Clause
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Using Sentence Style to Emphasize Key
Thoughts
• Wording Key Ideas
– Devoting More Words to Key Thoughts
– Sentence Style
– Characteristic
• Placing Key Ideas
– At the Beginning or End of a Sentence
– Making Key Thoughts The Subject
– In Dependent Clauses
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Composing Your Message: Crafting Unified,
Coherent Paragraphs
• LO 5.6 Define the three key elements of a paragraph, and
list five ways to develop unified, coherent paragraphs.
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Creating the Elements of a Paragraph
Topic Sentence
Summary of the
General Idea
Reminds Reader
of the Purpose of
Each Paragraph
Support
Sentences
Support and
Expand the Topic
Transitions
Help Readers
Move Between
Sentences and
Paragraphs
Clarify and Justify Creates a
the Topic
Smooth, Even
Flow
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Choosing the Best Way to Develop Each
Paragraph (1 of 2)
• Five ways to develop paragraphs:
– Illustration
– Comparison or contrast
– Cause and effect
– Classification
– Problem and solution
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Writing Messages for Mobile Devices
• LO 5.7 List five techniques for writing effective messages
for mobile readers.
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Choosing the Best Way to Develop Each
Paragraph (2 of 2)
• Use Linear Organization
• Prioritize Information
• Write Shorter, More Focused Messages
• Use Shorter Subject Lines and Headings
• Use Shorter Paragraphs
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Copyright
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6: Completing Business Messages
6-1
Chapter 6: Completing Business Messages
LECTURE NOTES
Section 1: Revising Your Message: Evaluating the First Draft
Learning Objective 1: Discuss the value of careful revision, and describe the tasks involved in evaluating
your first drafts and the work of other writers.
Since the first draft is rarely as good as it could be or needs to be, recognize that you’ll need to revise the
document.
Careful revision can mean the difference between a rambling, unfocused message and a lively, direct
message that gets results.
The third step of the three-step writing process involves four key tasks:
•
•
•
•
Revising your message to achieve optimum quality
Producing your message
Proofreading your message
Distributing your message
The nature of revision will vary according to the medium you’re using and the nature of each message.
Audiences are likely to equate the quality of your writing with the quality of your thinking.
For informal messages to internal audiences, particularly when using instant messaging, text messaging,
email, or blogging, the revision process is often as simple as quickly looking over your message to correct
any mistakes before sending or posting it.
With more complex messages, try to put your draft aside for a day or two before you begin the revision
process so that you can approach the material with a fresh eye.
After letting the document sit for a day or so, start with the “big picture,” making sure that the document
accomplishes your overall goals before moving to finer points, such as readability, clarity, and
conciseness.
Evaluating Your Content, Organization, Style, and Tone
To evaluate content, ask:
•
•
•
•
Is the information accurate?
Is the information relevant to the audience?
Is there enough information to satisfy the readers’ needs?
Is there a good balance between general information and specific information?
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6: Completing Business Messages
6-2
To review organization, ask:
•
•
•
•
•
Are all your points covered in the most logical order?
Do the most important ideas receive the most space, and are they placed in the most
prominent positions?
Would the message be more convincing if it were arranged in another sequence?
Are any points repeated unnecessarily?
Are details grouped together logically, or are some still scattered throughout the document?
Ask whether you have achieved the right style and tone for your audience by answering these
questions:
•
•
•
Is your writing formal enough to meet the audience’s expectations, without being too formal
or academic?
Is it too casual for a serious subject?
Does your message emphasize the audience’s needs over your own?
Spend a few extra moments on the beginning and end of your message.
•
•
Be sure that the opening is relevant, interesting, and geared to the reader’s probable reaction.
Make sure your conclusion summarizes the main idea and leaves the audience with a positive
impression.
Evaluating, Editing, and Revising the Work of Others
Before you dive into someone else’s work, recognize the dual responsibility that doing so entails:
•
•
Unless you’ve been specifically asked to rewrite something in your own style or change the
emphasis of the message, remember that your job is to help the other writer succeed at his or
her task, not to impose your writing style or pursue your own agenda.
Make sure you understand the writer’s intent before you begin suggesting or making changes.
Answer the following questions as you evaluate someone else’s writing:
•
•
•
•
•
•
•
•
•
•
What is the purpose of this document or message?
Who is the target audience?
What information does the audience need?
Does the document provide this information in a well-organized way?
Does the writing demonstrate the “you” attitude toward the audience?
Is the tone of the writing appropriate for the audience?
Can the readability be improved?
Is the writing clear? If not, how can it be improved?
Is the writing as concise as it could be?
Does the design support the intended message?
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6: Completing Business Messages
6-3
Section 2: Revising to Improve Readability
Learning Objective 2: List four techniques you can use to improve the readability of your messages.
After confirming the content, organization, style, and tone of your message, make a second pass to
improve readability.
During your second pass, focus on readability:
•
•
Readers will save time and understand your messages better.
Your reputation for well-crafted documents will garner more attention for your work.
Readability formulas offer a useful reference point but are limited by what they are able to measure:
•
•
They can measure word length, number of syllables, sentence length, and paragraph length.
They cannot measure document design, the “you” attitude, clear sentence structure, smooth
transitions, or proper word usage.
Help readers skim your message by:
•
•
•
•
Varying the sentence length
Using shorter paragraphs
Using lists and bullets instead of narrative
Adding effective headings and subheadings
Varying Your Sentence Length
By varying sentence length, you can create a rhythm that:
•
•
•
Emphasizes important points
Enlivens your writing style
Makes your information appealing to your reader
Each sentence length has its advantages:
•
•
•
Short sentences can be processed quickly and are easier for nonnative speakers to interpret.
Medium-length sentences are useful for showing the relationships among ideas.
Long sentences are often the best way to convey complex ideas, list multiple related points,
or summarize or preview information.
Each sentence length also has disadvantages:
•
•
•
Too many short sentences in a row can make your writing choppy.
Medium sentences lack the punch of short sentences and the informative power of longer ones.
Long sentences are usually harder to skim and harder to understand than short sentences
because they are packed with information that must all be absorbed at once.
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6: Completing Business Messages
6-4
Keeping Your Paragraphs Short
Try to keep paragraph length short to medium:
•
•
•
Short paragraphs of 100 words or fewer are easier to read than long ones.
They make your writing look inviting.
You can emphasize an idea by isolating it in a short, forceful paragraph.
Don’t go overboard with short paragraphs; for example, use one-sentence paragraphs only
occasionally and usually only for emphasis.
Using Lists to Clarify and Emphasize
By using bulleted or numbered lists, you can:
•
•
•
Show the sequence of your ideas.
Heighten the impact of list items.
Increase the likelihood the reader will find key points.
Listed items can be separated by numbers, letters, or bullets, and they are easier to find if the entire
numbered or bulleted section is set off by a blank line before and after it.
Introduce lists clearly so that people know what they’re about to read:
•
•
Make the list a part of the introductory sentence.
Precede the list with a complete introductory sentence, followed by a colon.
Items in lists should be phrased in parallel form.
Adding Headings and Subheadings
Headings (brief titles that tell readers about the content of the section that follows) serve several
important functions:
•
•
•
Organization—showing readers at a glance how the document is organized
Attention—grabbing the reader’s attention, making the text easier to read, and helping
readers find the parts they need
Connection—helping readers see the relationships between subordinate and main ideas
Headings may be:
•
•
Descriptive—merely identify the topic
Informative—are self-contained and guide readers to think in a certain way
Headings should be brief and parallel throughout the entire document.
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6: Completing Business Messages
6-5
Section 3: Editing for Clarity and Conciseness
Learning Objective 3: Describe eight steps you can take to improve the clarity of your writing, and give
four tips on making your writing more concise.
After you’ve reviewed and revised your message for readability, your next step is to make sure your
message is as clear and as concise as possible.
Editing for Clarity
Ask yourself whether your message is as clear and as concise as possible by focusing on your:
•
•
•
Paragraph organization
Sentence structure
Word choices
When editing for clarity, be sure to:
•
•
•
•
•
•
•
•
Break up overly long sentences.
Rewrite hedging sentences.
Impose parallelism.
Correct dangling modifiers.
Reword long noun sequences.
Replace camouflaged verbs.
Clarify sentence structure.
Clarify awkward references.
Editing for Conciseness
When editing for conciseness, remember to:
•
•
•
•
•
Delete unnecessary words and phrases.
Shorten long words and phrases.
Eliminate redundancies.
Recast “It is/There are” starters if shorter alternatives are available.
Remove every adverb that adds nothing to the meaning already carried in the verb.
As you rewrite, concentrate on:
•
•
How each word contributes to an effective sentence
How each sentence develops a coherent paragraph
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6: Completing Business Messages
6-6
Section 4: Producing Your Message
Learning Objective 4: List four principles of effective design, and explain the role of major design
elements in document readability.
Production quality of your message—the total effect of page or screen design, graphical elements,
typography:
•
•
Plays an important role in the effectiveness of your message
Makes your material easier to read but also conveys a sense of professionalism and
importance
Designing for Readability
Document presentation can help or hurt readability in two ways:
•
•
Carefully done design elements can improve the effectiveness of your message (and thus
poorly done design elements can act as barriers, blocking your communication).
The design itself sends a nonverbal message to the audience, influencing their perceptions of
the communication before they read a single word.
Effective design helps you:
•
•
Establish the tone of your document.
Guide your readers through your message.
Make your design elements effective by paying careful attention to the following design elements:
•
•
•
•
Consistency
Balance
Restraint
Detail
Class discussion question: Have you ever prejudged or rejected the message contained in a document or
website because of poor or inappropriate visual presentation? For example, if a website’s design looked
dated or clumsy, did you find yourself dismissing its content because something so poorly presented
couldn’t possibly be useful, authoritative, or current? What effect does visual design have on the
credibility of a message?
White space:
•
•
•
Is space of any color that is free of text and artwork
Provides contrast
Offers readers a visual resting point
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6: Completing Business Messages
6-7
White space includes:
•
•
•
•
•
•
The open area surrounding headings
The space in margins
The space in paragraph indents
The space around images
The vertical space between columns
The horizontal space between paragraphs or lines of text
Lines of type can be set:
•
•
•
•
Justified (flush on both the left and right margins)
Flush left with a ragged-right margin
Flush right with a ragged-left margin
Centered with ragged-left and ragged-right margins
Justified type:
•
•
•
Creates a denser look because the uniform line lengths decrease the amount of white
space along the right margin
Produces a more formal and less personalized look
Is more difficult to read because it can produce large gaps between words and excessive
hyphenation at the ends of lines
Flush-left–ragged-right type:
•
•
•
•
Produces a less formal and more contemporary look
Gives a document an informal, contemporary feeling of openness
Is easier to read (because the spacing between words is the same)
Reduces hyphenation (because only long words are hyphenated at the end of lines)
Centered type is:
•
•
Rarely used for text paragraphs
Commonly used for headings and subheadings
Flush-right–ragged-left type is rarely used in business documents.
The term typeface refers to the physical design of letters, numbers, and other characters.
Font and typeface are often used interchangeably, although strictly speaking, a font is a set of
characters in a given typeface.
Each typeface influences the tone of your message.
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6: Completing Business Messages
6-8
Serif typefaces such as Times Roman:
•
•
•
Have small crosslines (serifs) at the ends of each letter stroke
Are commonly used for regular paragraph text
Can look busy and cluttered when set in large sizes for headings and other display type
Sans serif typefaces such as Helvetica and Arial:
•
•
•
•
Have no serifs
Are ideal for larger sized font
Can be difficult to read in long blocks of text unless set with generous leading
Look best when surrounded by plenty of white space
The classic style of document design uses a sans serif typeface for headings and a serif typeface
for regular paragraph text; however, many contemporary documents now use all sans serif.
Two typefaces should be enough for most business documents, although you might consider a
third for special uses.
Type style is any modification that lends contrast or emphasis to type, such as:
•
•
•
•
•
Boldface
Italics
Underlining
Color
Other highlighting and decorative styles
Use boldface type for subheads, but avoid overuse of boldface within the text.
Use italic type for emphasis as well as for highlighting quotations and indicating foreign words,
irony, humor, book and movie titles, and unconventional usage.
Underlining, all upper case, and shadowed or outlined type can hinder legibility and slow your
readers’ progress.
When completing your business message, choose your type size to match the importance of your
message and the space allotted:
•
•
•
Use a size of 10 to 12 points for regular text and 12 to 18 points for headings and
subheadings.
Small type is hard to read.
Extra-large type looks unprofessional in most applications.
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6: Completing Business Messages
6-9
Formatting Formal Letters and Memos
Formal business letters usually follow certain design conventions.
Most are printed on letterhead stationery, which includes the company’s name, address, and other contact
information.
Typical elements, in the following order:
•
•
•
•
•
Date
Inside address (identifies the person receiving the letter)
Salutation, usually in the form of Dear Mr. or Ms. Last Name.
The message
Complimentary close, usually Sincerely or Cordially
Paper memos have largely been replaced by digital media in many companies.
When used, they usually contain the following:
•
•
A title such as Memo, Memorandum, or Interoffice Correspondence
Four headings: Date, To, From, and Subject (Re:, short for Regarding, is sometimes used instead
of Subject)
Memos usually don’t use a salutation, complimentary close, or signature, although signing your initials
next to your name on the From line is standard practice in most companies.
Memos are often distributed without sealed envelopes, so they are less private than most other message
formats.
Designing Messages for Mobile Devices
Follow these steps to format content for mobile devices:
•
•
•
•
Think in small chunks. Try to divide your message into independent, screen-size, easy-toconsume bites.
Make generous use of white space. Keep your paragraphs short (4–6 lines), and separate them
with blank lines so the reader’s eyes can easily jump from one point to the next.
Format simply. Avoid anything that is likely to get in the way of fast, easy reading.
Consider horizontal and vertical layouts. Most phones and tablets can automatically rotate their
screen content from horizontal to vertical as the user rotates the device.
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6: Completing Business Messages
6-10
Section 5: Proofreading Your Message
Learning Objective 5: Explain the importance of proofreading, and give eight tips for successful
proofreading.
Proofreading is the quality inspection stage for your documents, your last chance to make sure that your
document is ready to carry your message—and your reputation—to the intended audience.
Review your document for:
•
•
Undetected mistakes from the writing, design, and layout stages
Mistakes that crept in during production
Several techniques can help you proofread more effectively:
•
•
•
•
•
•
•
•
Make multiple passes.
Use perceptual tricks (such as reading each page backward).
Double-check high-priority items.
Give yourself some distance.
Be vigilant.
Stay focused.
Consider reviewing complex electronic documents on paper if possible.
Take your time.
The amount of time you need to spend on proofreading depends on:
•
•
•
Document length
Document complexity
Situation
Class discussion question: How do you react when you see a typo, grammatical error, or other mistake
in a written message? Do you tend to look past it and keep your focus on the message, or does it color
your assessment of writer’s knowledge, education, and abilities? Do you judge formal messages and
documents more harshly than informal ones?
Section 6: Distributing Your Message
Learning Objective 6: Discuss the most important issues to consider when distributing your messages.
When planning your distribution, consider:
•
•
•
•
Cost
Convenience
Time
Security and privacy
Copyright © 2018 Bovée and Thill LLC
Business Communication Today
Fourteenth Edition
Chapter 6
Completing Business Messages
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (1 of 2)
6.1 Discuss the value of careful revision, and describe the
tasks involved in evaluating your first drafts and the work
of other writers.
6.2 List four techniques you can use to improve the readability
of your messages.
6.3 Describe eight steps you can take to improve the clarity of
your writing, and give four tips on making your writing
more concise.
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (2 of 2)
6.4 List four principles of effective design, and explain the role
of major design elements in document readability.
6.5 Explain the importance of proofreading and give eight tips
for successful proofreading.
6.6 Discuss the most important issues to consider when
distributing your messages.
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Revising Your Message: Evaluating the First
Draft
• LO 6.1 Discuss the value of careful revision, and describe
the tasks involved in evaluating your first drafts and the
work of other writers.
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Revising Based on Media and Content
• Informal Messages
• Digital Messages
• Complex Messages
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Evaluating Your Content, Organization
Style, and Tone (1 of 2)
Content
Clear and
Accurate
Organization
Order and
Emphasis
Tone
Too Formal?
Relevant and
Complete
Repetition and
Grouping
Too Casual?
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Evaluating Your Content, Organization
Style, and Tone (2 of 2)
Promote the Writer’s
Success
Avoid Imposing Your Own
Style or Agenda
Support the Writer’s
Intent
Learn What the Writer
Wanted to Accomplish
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Questions to Ask When Evaluating
Another’s Writing (1 of 2)
• What is the purpose of this document or message?
• Who is the target audience?
• What information does the audience need?
• Does the document provide this information in a wellorganized way?
• Does the writing demonstrate the “you” attitude toward the
audience?
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Questions to Ask When Evaluating
Another’s Writing (2 of 2)
• Is the tone of the writing appropriate for the audience?
• Can the readability be improved?
• Is the writing clear? If not, how can it be improved?
• Is the writing as concise as it could be?
• Does the design support the intended message?
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Revising to Improve Readability
• LO 6.2 List four techniques you can use to improve the
readability of your messages.
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Creating Readable Documents
Readability
Indexes
Words
Skimmable
Documents
Key Ideas
Sentences
Paragraphs
Conclusions
Recommendations
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Varying Sentence Length
• Short
– Up to 15 Words
• Medium
– 15-25 Words
• Long
– Over 25 Words
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Keeping Paragraphs Short
100 Words or Fewer
Ease of Reading
Inviting to Reader
Emphasize Key Ideas
Maintain Clear Flow
Don’t Go Overboard
Connect Ideas
Divide Large Subject
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Using Lists to Clarify and Emphasize
• Set Off Important Ideas
– Series of words, names, or other items
• Simplify
– Break down complex subjects
• Highlight
– Sequences of ideas
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Adding Headings and Subheadings
Organization
Group Related
Paragraphs
Organize
Lengthy Material
Emphasize Key
Ideas
Attention
Informative or
Descriptive
Headings
Grab Reader’s
Attention
Readability
Connection
Relates Main
and Subordinate
Ideas
Increased
Understanding
Visually Indicate
Shifts
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Editing for Clarity and Conciseness
• LO 6.3 Describe eight steps you can take to improve the
clarity of your writing, and give four tips on making your
writing more concise.
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Editing for Clarity (1 of 2)
• Break Up Overly Long Sentences
• Rewrite Hedging Sentences
• Impose Parallelism
• Correct Dangling Modifiers
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Editing for Clarity (2 of 2)
• Reword Long Noun Sequences
• Replace Camouflaged Verbs
• Clarify Sentence Structure
• Clarify Awkward References
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Editing for Conciseness
• Delete Unnecessary Words and Phrases
• Shorten Long Words and Phrases
• Eliminate Redundancies
• Rewrite
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Producing Your Message
• LO 6.4 List four principles of effective design, and explain
the role of major design elements in document readability.
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Designing for Readability
• Consistency
• Balance
• Restraint
• Detail
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Document Design Elements
• White Space
• Margins
• Justification
• Typefaces
• Type Styles
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Formatting Formal Letters and Memos
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Designing for Mobile Devices
• Think In Small Chunks
• Use White Space Generously
• Format Simply
• Experiment With Layouts
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Proofreading Your Message
• LO 6.5 Explain the importance of proofreading and give
eight tips for successful proofreading.
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Identifying Problems
• Language Errors
• Missing Material
• Design Errors
• Typographical Errors
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Careful Proofreading (1 of 2)
• Make Multiple Passes
• Use Perceptual Tricks
• Double-check High Priority Items
• Give Yourself Some Distance
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Careful Proofreading (2 of 2)
• Be Vigilant
• Stay Focused
• Review Complex Digital Documents on Paper
• Take Your Time
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Distributing Your Message
• LO 6.6 Discuss the most important issues to consider
when distributing your messages.
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Factors In Choosing a Distribution Method
• Cost
• Convenience
• Time
• Security and Privacy
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Copyright
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