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