2. Overview
• In business, the ability to communicate
clearly, concisely is a competitive asset …
- For the organization you work for
- For you, from a career standpoint
• Most businesses are 50 years behind the
political and entertainment arenas when it
comes to communicating.
- Heavy reliance on emails, “push-down”
communications, PowerPoint presentations
- Content is inconsistent, loaded with jargon, and largely
ignored
2
3. Overview
More than half of all business audiences will
ignore internally produced communications
because they consider the content
professionally“spun” and sugar coated.
Watson Wyatt
3
4. Environmental Factors
“Mr. Magoo Effect” (Guerilla PR
Wired)
- We’re all overwhelmed by information
- 10,000 messages today vs. 1,000 in
1983
- What we think we see or hear is really
something different
- Comprehension is vague
4
5. Environmental Factors
• Mr. Magoo Effect is compounded by “Data
Smog.”
- Brain capacity is inundated
- Can only recall soundbites … not all of
it is accurate
- We’re making decisions based on bits of
information that mesh with pre-conceived
beliefs or perceptions.
5
6. Central Challenge
How do we effectively communicate in a
business world where audiences are
overwhelmed, highly skeptical and
difficult to reach?
6
7. Central Challenge
• Answer is part …
– Content: Ensuring your message is clear, simple and
understandable
– Delivery mechanism: Using the right platform(s) at
the right time to communicate your message
– Approach: Can’t just create it, send it out, and expect
people to absorb it. Depending on subject you may
also have to cascade it through the organization by
word of mouth
– Cultural: You have to adapt the way you craft and
deliver your messages to the culture you’re in.
7
8. Central Challenge
Formal Communications
Channels
Organizational Cascade
(Word of mouth)
email
intranet
Webcasts
text messaging
newsletters
voice mail
blogs
podcasts
town halls
(Credibility levels vary)
CEO
Senior Level
Execs
Middle Mgmt
All Employees
(Credibility is high)
All Employees
8
9. Context: Know Your Audience
• If you don’t know who
you’re communicating
to, the message and the
delivery are wasted.
9
10. Communications Types
•
The three main forms of business communications
are:
1. Internal-operational communication (what business says to
implement its operating plan)
2. External-operational communication (communication to
outside stakeholders (other business, the media, Wall Street,
government, etc.)
3. Personal communication (informal, uncontrolled exchanges
of information, i.e., the grapevine).
•
Note: Grapevine often carries the most weight and is a major
factor in employee satisfaction levels.
10
11. Context: Less is More
“Blessed is the man who, having nothing to
say, abstains from giving in words
evidence of the fact.”
British Novelist George Eliot
11
12. Context: Conversational Style
• Strive for a
conversational
style that’s always
business like,
professional.
• Write the way you
talk.
• But don’t overwrite.
12
13. Email: Too Much is Self-Defeating
To: All Supervisors
From: Joel Cairo
To: All Supervisors
Hurricane Raoul is about 200 miles south of
Charleston, S.C. He is still a Category 5 hurricane
with sustained winds of 175 mph … gusts to 220.
Hurricane Raoul is expected to arrive here by
midnight. Thunderstorms and rain will accompany
this storm until it moves out of the area by late
afternoon tomorrow.
He is moving North by Northwest very speedily and
will arrive here by midnight. The Hurricane Center
expects Raoul to move across South Carolina and
then up the East Coast through Atlantic City and
points north to Boston before tracking westward ho.
We think the track will continue north but who are we
to question the experts at the National Weather
Bureau? After all, they hired my brother-in-law so how
good can they really be? This in indeed as strong a
tropical storm as we can ever hope to see in our part
of the country. Then again it might peter out and all
the fuss will have been for nothing. But right now we
know that winds will steadily increase and be
strongest around midnight. Lots of rain and thunderstorms expected along with this storm. The storm is
expected to move out of the region by tomorrow
afternoon but in the meantime coastal areas will have
to be carefully monitored and all safety precautions
regarding personnel, equipment and facilities will
must be taken.
Please take immediate appropriate precautions
regarding personnel, vulnerable outdoor equipment,
and facilities.
From: J. Cairo
13
14. Composing Power E-mails
Subject Lines
• Create precise attention-getting
subject lines:
– Revised Customer Service
–
–
–
Procedures
Action Required: Selecting
Your Health Benefits
Company Announces
Second Quarter Earnings
Results
Jet Flyovers Scheduled
Today Over Manhattan
14
15. Composing Power E-mails
Avoid weak openings
•
•
•
•
WEAK: “This is in response to the
message I received from you
concerning the best time for us to
meet …” vs.
STRONG: “Evan and I can meet
with your at 2 pm on Friday to
discuss plant safety.”
WEAK: “The purpose of this email
is to inform you that the
Maintenance Department will begin
work on the following list of various
outdoor repairs on June 28, but you
need to know that all this depends
on the weather …” vs.
STRONG: “The Maintenance
Department will begin work on the
outdoor repairs listed below on June
28.”
15
16. Composing Power E-mails
Content
• Organize content for easier reading:
– Provide the most important information first.
– Visualize the details of your message as section of an
inverted pyramid that follow either:
• Cause/effect
• Problem/Solution
– Or:
• Who?
• What?
• When?
Where?
Why?
How?
16
17. Composing Power E-mails
Tone
• Strike a balance between language that seems conversational
but is also precise and professional.
• Use contractions (“I’ll call you on Friday if the package doesn’t
arrive by noon”).
• Use personal pronouns such as I, we, and you to convey
directness.
17
18. Composing Power E-mails
Tone
• Avoid using “one” because it’s pontifical (“One should be able
to complete the test in an hour”).
• It’s okay to end sentences with prepositions (“Who are you
attending the meeting with?”) but don’t overdo it.
• However familiar you may be with the reader, corporate e-mail
must reflect a formal cordiality, dignity and seriousness of
purpose.
18
20. When to Use Email
•
Email works best for direct and non-time sensitive information.
Use email when:
– Action is required.
– You need to reach a lot of people quickly.
BUT …
• Email is the most overused form of communication and the
•
most ignored.
If your message is urgent you need to say in the subject line
so to ensure it’s not ignore or deleted.
– But even that won’t guarantee an immediate response.
• Don’t rely on email as your sole communications vehicle.
• Follow up in person or with a call if it’s one-on-one.
20
21. Bad Email Habits
• Buried requests sandwiched
between unimportant
information.
– “Hi Bob, I’ve been considering your
–
new proposal for adjusting the
customer service policy. I think we
should meet up and talk about it.
Your proposal seems actionable,
but I have a few concerns …” vs.
“Hi Bob, When do you want to
meet to discuss your proposal for
adjusting customer service policy?
• Trying to Be Clever
– Don’t try to be witty or sarcastic in
an e-mail and pretend as if
everything you say will be taken
literally.
21
22. Bad Email Habits
• Bulky Paragraphs
– People don’t read e-mails, they
skim. So don’t write an eight
sentence paragraph in one chunk.
– If it’s more than six lines split it up
in easy to digest paragraphs.
– If the info is really important use a
one-line paragraph.
– Multiple pieces of important
information? Make a quick
bulleted list. (Like this one)
• Playing Email Tag
– It’s annoying
– Don’t use email to carry on a
conversation.
– Use the phone or IM.
22
23. Writing Assignment
• Write an email to your manager or someone you’ve worked for
•
•
•
proposing a project you feel passionately about.
Give the rationale, benefits and why it is important.
Give next steps.
Encourage feedback.
23
24. Ch.1: Effective Writing
Keys to Effective Writing
• Recognize that writing is
•
•
•
•
•
•
•
inherently stressful
Do whatever you can to relax
Don’t dwell on deadline
Think through the assignment
Make sure you understand it
Get coffee
Call someone
Do anything but write.
24
25. Effective Writing Habits
• Pay attention to your environment
• You’ll write best where you’re comfortable
• Quiet, secluded rooms are often best.
25
26. Ch. 2 Getting Started
• Readable writing makes the best impression
– Conveys your ideas with clarity, precision
– Reader: I understand every word the writer is trying to express.
Before
High-quality learning environments are a necessary
precondition for facilitation and enhancement of the
ongoing learning process.
After
Children need good schools to learn properly.
26
27. Ch. 2: Getting Started
Before
If there are any points on which you require explanation
or further particulars we shall be glad to furnish such
additional details as may be required by telephone.
After
If you have any questions, please phone.
27
28. Ch. 2: Writing Clearly
• Ten Principles of Clear Writing
•
Accept the fact that there is no perfect writing … writing is always
evolving and can always be improved.
28
29. Ch. 3: Knowing the Reader
What do you need to know
before you write?
• What’s the goal/point of the
•
•
•
•
•
message?
Is audience internal or
external?
Do you know the reader?
What are the reader’s concerns
or expectations?
Will others (outside of the
primary readers) see this?
How much do they know about
the subject?
– Do they have the expertise to
understand the content?
29
30. Ch. 3: Knowing the Reader
Key Points
• The less your reader knows,
the more you need to explain
by:
– Framing the issue/topic
– Providing background or
–
–
–
context
Explaining technical terms,
abbreviations
Using illustrations
Possibly an executive
summary
30
31. Ch. 3: Writing for the Reader
The Basic Roadmap
1.
2.
3.
Begin with a topic sentence
Provide details to support or
clarify your initial statement
Conclusion or closing
completes your message
and provides a sense of
unity with:
–
–
–
•
Recommendations
Solutions
Calls for action
Pages 34-35
31
32. Writing Assignment
• Write a letter to someone you know
•
•
•
recommending a movie or book you’ve
recently seen
Explain why they should see the movie
or read the book
Provide details supporting your opening
statement
Develop a conclusion that urges action
and tells the reader where they can see
the movie or buy the book.
32
33. Final Notes on Resumes
• Present information
selectively about your
professional experience
– Highlight information that
will help you get the job
• Avoid salary listings or
expectations
– Save that for the interview
• Use action verbs to
describe your
accomplishments
– Page 175 in text.
33
34. Final Notes on Resumes
• Typos are killers
– Proof read carefully
• Take credit for what
you’ve done but don’t
stretch the truth.
34
35. Writing Instructions
• Not the place to show
•
•
off your writing skills
Assume the reader
knows nothing about
how to do this or
assembling
Clarity, simplicity is
paramount.
35
36. Tips for Writing Instructions
• Know your audience
• Provide a brief
introduction
– What is the purpose of
the document
– Who should read it
– What are outcomes
– What it will not do
– List of requirements
(what is need for the job)
36
37. Tips for Writing Instructions
• Write each step as a
command
– “Insert Tab A into Tab B”
Not
– “Tab B should be inserted
into Tab A”
• Use numbers for
commands, bullets for
options
37
38. Tips for Writing Instructions
• Use easy to understand
visuals
• Use simple words and
sentences
– Use active words, not
–
–
passive
I.e., “Turn the screw three
times to the right.”
Not
The screw is turned three
times to the right.”
38
39. Writing Assignment
• Write step-by-step
instructional
guidelines, i.e.,
directions, assembly
instructions, recipe,
etc., that clearly and
concisely demonstrate how to do
something that you
know how to do.
39
42. Effective Presentations
• Research has shown that
most messages are delivered
through nonverbal means
– 7 % is conveyed by actual words
–
–
or content
38% is transmitted by tone of
voice and volume of speech
55% is delivered via non-verbal
information, such as facial
expressions, posture, hand
gestures, and how you carry
yourself
42
43. Effective Presentations
Body Positioning
• Don’t stand directly in front of
your slides, charts, graphs
• Place yourself to the left of the
screen as we read from left to
right
• Use your hand, pointer, or
mouse to direct attention to
important points, with the
information to your writinghand side
• Direct all speech at your
audience; don't talk into the
screen or flip chart
• Don’t hide behind a podium or
table, or sit in such a way that
some or all audience members
cannot see and/or hear you
43
44. Effective Presentations
Opening and Introduction
•
•
•
•
The opening should capture
and hold the listeners’
attention
In the first minute, you should
state the problem (need or
opportunity) that is the focus
of your discussion
Explain why is it important,
who it affects, and how
Tell them what your going to
tell them in response the
problem, need, opportunity, or
situation
44
45. Effective Presentations
Delivery
• Now tell them what you came
to tell them
• Be convincing, know your
material,
• Present your logical points in a
confident and organized way
• Stress the main points of the
content; reiterate them
throughout your presentation
• Be objective and air both
positive and negative views
where appropriate
• Listeners should be able to
build their notes into a near
replica of your presentation
outline
45
46. Effective Presentations
Conclusion
• Finally, tell them what
you told them
• Tie all your ideas
together in a summary
that clearly and neatly
packages your message
• When you end your
presentation, the
audience should leave
with an unmistakable
understanding of your
message
46
47. Effective Presentations
• Follow the 10/20/30 Rule:
– A presentation shouldn’t have more than 10 slides
– Be no longer than 20 minutes or have slides written in less than
30 point type
• Incorporate the Rule of 3 because we remember in
threes (3 Stooges, three blind mice) … and if
applicable, leave your audience with three ideas you
want them to remember.
• Nonverbal Communications Strategies
47
48. Effective Editing
• Look at your writing
with cold eyes
–
View your writing
objectively
• Read your copy
slowly.
48
49. Effective Editing
Proofing vs. Editing
• Proofing is reviewing
for mechanical
directness (spelling,
grammar, etc.)
• Editing focuses on
clarity of content,
format, tone,
organization of ideas.
Edit first, proof last!
49
50. Effective Editing
Revise by Section
• Opening
– Introduce your message
– Should state your
purpose, topic
– Should arouse interest
– Be concise
Before
Recent reports show that
durable goods orders rose in
June for the third month out of
four, claims for unemployment
are lower this year than during
the same quarter of last year,
and retail sales are rising.
After
Durable goods order rose for
the third consecutive month in
June, quarterly unemployment
claims decreased, and retail
sales rose.
50
51. Effective Editing
Body
• Each section must
contribute to message
development
• Eliminate excess
baggage
• Imagine you are being
charged by the word.
51
52. Effective Editing
Body/Before
Body/After
The number of people filing new claims
for unemployment insurance in the week
ending August 1 fell by 38,000 to
550,000 as the Labor Department
received a larger than expected decline
in not seasonally adjusted claims.
Labor's seasonal expectation was for a
decline of 15,800 claims, but it received
a much larger 48,300 decline, pulling
down the overall seasonally adjusted
number to 550k.
Economists were expecting claims to
decline only to 580,000 from the 588,000
claims reported in the previous week.
The four-week moving average
calculation of first-time claims, which
tends to smooth out fluctuations in
weekly data, fell by 4,750 to 555,250, its
lowest level since January.
The number of first-time unemployment filers
fell by 38,000 to 550,000 on Aug. 1, as
seasonally adjusted claims declined more
than expected.
Officials were looking for a drop of 15,800
claims, but the actual number was much
larger at 48,300, which reduced the overall
seasonally adjusted number to 550k.
Claims were expected to decline to only
580,000 from the 588,000 claims reported in
the previous week.
The four-week moving average of first-time
claims, which tends to smooth out
fluctuations in weekly data, fell by 4,750 to
555,250, its lowest level since January.
52
53. Effective Editing
Conclusion
• Restate the main
point, or
• Summarize main
ideas, or
• Draw conclusions, or
• Suggest a
recommendation
based on previous
details
Ex.: As a result of
changes in our
production schedule, we
must hire additional
personal immediately.
53
54. Editing Techniques
• Edit only after you've written
the entire piece. If you stop
to edit after every paragraph
or sentence, you will disrupt
the flow of your thoughts
• Take a break before starting
to edit a longer message so
you'll have a fresh
perspective.
54
55. Editing Techniques
• Verify the spelling of names,
figures, dates, and
addresses
• Be sure what you’re quoting
is accurate and correct!
Otherwise, rephrase the line
and omit the quotation
marks
• Follow your organization’s
style guidelines, e.g.,
number of words required,
font/font size specified,
spacing, margins, etc.
55
56. Effective Editing
Editing Content
•
Be sure you did not stray from
your topic. Are your paragraphs
coherent?
•
Did you fulfill your purpose for
writing that piece?
•
Did you provide enough
supporting information and data
(graphs, charts, figures) to
support your purpose statement?
•
If applicable, did your article
answer the 5 Ws and H? Who,
what, why, were, when and how.
56
57. Effective Editing
What about tone and style?
•
Does your work reflect your
writing style or does it sound like
a copied work?
•
Did you use the active voice? Are
you consistent with the point of
view you used?
•
Do your title and the words you
used match the tone of your
piece?
57
58. Effective Editing
Edit for tightness:
• Remove redundant and useless
words
• Did you vary the length of your
sentences? Combining long with
short sentences makes your
article easier and more natural to
read
• Is the body of your message
longer than the introduction
(lead)?
– Some writers focus on an
effective lead to hook the
readers but neglect the body of
message.
58
59. Effective Editing
Edit this message
In the second month of the third quarter, we will begin a process
that will minimize our energy costs by an estimated 65 percent
and reduce our overall carbon footprint.
This process is called “electrical minimization” and it involves
the cessation of illumination on floors where occupational
activities have ceased after normal working hours.
Illumination devices will cease operations on these floors
promptly at 6:00 p.m. Eastern Standard Time.
For this practice to be effective, all employees must comply.
59
60. Proofing vs. Editing
Recap
• Proofing is reviewing
for mechanical
directness (spelling,
grammar, etc.)
• Editing focuses on
clarity of content,
format, tone,
organization of ideas.
Edit first, proof last!
60
62. Proofreading Techniques
• Read it out loud and
also silently
• Read it backwards
to focus on the
spelling of words
• Use a spell checker
and grammar
checker as a first
screening, but don't
depend on them
• Have others read it
• Read it slowly.
62
63. Proofreading Techniques
• Use a blank sheet of paper
to cover material not yet
proofed
• Point with your finger to
read one word at a time
• Don't proof for every type of
mistake at once -- do one
proof for spelling, another
for missing/additional
spaces, consistency of word
usage, font sizes, etc.
• If you are editing within
Word, use the "track
changes" or "mark changes"
function to make your
comments apparent to other
reviewers.
63
65. Proofreading Techniques
•
•
Read down columns in a table, even
if you're supposed to read across the
table to use the information
Use editor's flags
– Put #s in the document where
reviewers need to pay special
attention, or next to items that need to
be double-checked before the final
proof print
– Do a final search for all # flags and
remove them
•
Give a copy of the document to
someone else and keep a copy
yourself.
– Take turns reading it out loud to each
other.
– While one of you reads, the other one
follows along to catch any errors and
awkward-sounding phrases. This
method also works well when proofing
numbers and codes.
65
66. Proofreading Techniques
• First, proof the body of the
text. Then go back and
proof the headings.
– Headings are prone to errors
because copy editors often
don't focus on them
• Double check fonts that are
unusual (italic, bold, or
otherwise different).
66
67. Preparing to Proofread
• Write at the end of the day;
edit first thing in the morning
• Listen to music or chew
gum
– Proofing can be boring and
requires focus and
concentration
– Anything that can relieve
pressure, while allowing you
to still keep focused, is a
benefit
• Avoid fluorescent lighting
when proofing
– The flicker rate is actually
slower than standard lighting
– Your eyes can't pick up
inconsistencies as easily
under fluorescent lighting.
67
68. Preparing to Proofread
• Read something else
between edits. This
helps clear your head
of what you expect to
read and allows you to
read what really is on
the page.
68
72. Tone and Style
• Tone, attitude are
remembered far longer than
content
• Emotions can undo even the
simplest messages
– Post no angry or silly
messages
• Always strive for a
professional tone
• Avoid indifference
72
73. Tone and Style
• Always start with a
pleasant or natural
sounding opening
sentence
• Do not blurt out bad
news – provide
context, rationale,
then deliver the
news
73
74. Tone and Style
• State the message directly
– Don’t tap dance
around tough issues
– Use clear language
– Focus on what can be
done
• Suggest optimism for
future resolution of issue
and close cordially
• Avoid email if possible for
bad news – use face-toface.
74
