This document provides guidance on communicating the launch of an integrated business system initiative/SAP implementation to employees of a large multinational company. It discusses developing key messages, targeting communications to different employee groups, and establishing a communications calendar. The document emphasizes tailoring communications to address employee concerns about change and job impacts. It also stresses using a variety of formal and informal channels to cascade messages throughout the organization in a coordinated manner. The goal is to effectively launch the initiative and gain employee buy-in through transparent and well-planned communications.

1. Communications
Spring 2011
Baruch College

2. A Competitive Asset
• In business, the ability to
communicate clearly and
concisely is a
competitive asset …
- For your organization
- For you, from a career
standpoint
2

3. Business is Behind the Times
• 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
3

4. Audiences Are Tuning Out
“More than half of all business audiences will
ignore internally produced communications
because they consider the content
professionally ‘spun’ and sugar coated.”
Watson Wyatt
4

5. We’re Drowning in Information
“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
5

6. We’re Drowning in Information
• Mr. Magoo Effect is
compounded by “Data
Smog:”
- Brain capacity is inundated
- Can only recall soundbites
not all of it is accurate.
6

7. It’s Impacting Decision Making
• Result: We’re making decisions based on bits of
information that mesh with pre-conceived beliefs
or perceptions that are stored in our memory
vaults.
7

8. Our Central Challenge
How do we effectively communicate in a
business world where audiences are
overwhelmed, highly skeptical and
difficult to reach?
8

9. Message Has to be Clear
• 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
9

10. Delivery Must be Flawless
• Answer is part …
– Approach: Can’t just
create it, send it out,
and expect people to
absorb it.
– You have to cascade
it by word of mouth
– Cultural: You have to
adapt the way you
craft and deliver your
messages to the
culture you’re in.
10

11. You Can’t Rely on One Channel
Formal Communications
Channels
email
intranet
Webcasts
text messaging
newsletters
voice mail
blogs
podcasts
town halls
Feedback
(Credibility levels vary)
All Employees
Organizational Cascade
(Word of mouth)
CEO
Senior Level
Execs
Middle Mgmt
(Credibility is high)
Feedback
All Employees
11

12. Working Together
• Formal communications network must work in
tandem with informal network to be effective
– Ideal situation is to have both aligned with feedback channels to
receive input from audience
– Very few organizations are at this point.
12

13. Three Types of Bus Comms
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.
13

14. You Must Know Your Audience
• If you don’t know who
you’re communicating
to, the message and the
delivery are wasted.
14

15. Ch. 1: Reaching Audiences
Messaging Techniques
• Use direct approach vs. indirect whenever you can
– Audiences don’t like surprise endings
– But provide context
• Opening/Closing – always emphasis audience
benefits
• Strong positioning statement/purpose up front
• Problem/Solution Approach
• Give both sides of the argument.
15

16. Ch. 1: Reaching Audiences
Messaging Techniques
• List pros/cons
• Ascending order of importance (inverted pyramid)
stressing strongest points first
• Ask for less
• Ask for more
16

17. Message Types
Pros
•
•
•
•
•
•
Permanent record
Easy to read
Faster than listening
Can be read at reader’s convenience
Easy to produce, distribute
Can include more details
Cons
•
•
•
•
Emotionless
One-way communication
Distribution is slow
No control over who reads it and
when it is read
Hard Copy
17

18. Electronic Message Types
Pros
•
•
•
•
•
Instantaneous and inexpensive
Reaches multiple audiences
Ideal for action items
Larger screen than texting or
IM
Can include long attachments
Cons
•
•
•
•
Most overused
Easy to ignore
Gets lost in the pile
Impersonal, not a substitute for
face-to-face.
Email
18

19. Electronic Message Types
Pros
• Real-time access
• Simultaneous release of info
•
•
•
to multiple stakeholders
Huge audience reach
Easy access
Allows interaction
Cons
• No control over who reads
• Less personal, private than
•
hard copy
Blogs, wikis – false information
Public Internet (websites,
blogs, wikis)
19

20. Electronic Message Types
Pros
• Fastest interactive channel
• Interactive
• Lessens email traffic
Cons
• May appear too aggressive
•
•
(“drop everything now”) or
intrusive
Boss knows if you’re online
Can be overused
Instant Messenger
20

21. Electronic Message Types
Pros
• Good for brief messages,
•
•
•
emergencies
Ideal for reaching audiences that
do no have access to PC
Not as intrusive as IM
Can be used with one hand,
anywhere, anytime
Cons
• Easily abused
• Some find phone typing slow,
•
frustrating
Not conducive to long messaging
Text Messaging/Smart
Phones
21

22. Electronic Message Types
Pros
• Can be highly effective for
•
•
broadcasting town halls, big
meetings, strategic messages to
large audiences
Message control
High impact/viewership if
packaged right
Cons
• Viewership will decline on longer
•
•
webcasts
Not all webcasts are interactive
Bandwidth issues
Webcasts
22

23. Voice Message Types
Pros
• Private, confidential
• Real-time, quick
• Better than face-to-face for
answers
• Cuts travel costs
Cons
• Telephone tag
• The more calls you make the
more the message gets
diffused.
Telephone Call
23

24. Voice Message Types
Voice Mail
Pros
• Easy to implement, quick
•
•
•
distribution
Ideal for emergencies,
weather related closures
More personal than email
Best suited for action
related messages
Cons
• Easily abused and
overused
• Not suited for long
messages (2 minutes or
longer)
• Many find it annoying and
will delete before listening.
24

25. Audio/Video Message Types
Audio and Video Conference Calls
Pros
• Many listeners receive same
information at same time
• You control information
• Reduces travel costs
Cons
•
Overused, high tune-out
factor (especially audio)
•
Not ideal for conveying
details
•
Fewer people tend to speak
and those who do speak
longer.
25

26. Audio Message Types
Pros
• Stage your own radio show
• Downloadable, syndicated,
•
subscribed to
Listeners can multi-task
Cons
• No call-in or live feedback
• Regulatory restrictions in
Podcasting
some industries.
26

27. Face-to-Face Messaging
Pros
• Builds rapport
• Encourages word-of-mouth
•
message cascade
Better suited to sensitive
topics
Cons
• Poorly run meetings lose their
•
audiences quickly
Messaging consistency varies
and can impact audience
retention of messages
Meetings
27

28. Class Exercise
• You work for a well-known U.S. based investment bank
that received billions in TARP funds last year.
• Business is improving and the bank will announce a
quarterly profit in the third quarter.
• But it is not in a position where it can repay the federal
government yet.
• To retain its high performing employees the bank is
resuming bonuses. (Some will get multi-million dollar
bonuses.)
• This will be disclosed when 3rd quarter earnings are
announced in October.
28

29. Class Exercise
• How can the bank minimize the communications fallout?
• What should it do/say to:
– The media
– Other investment companies
– Federal government (including SEC, Federal Reserve,
Treasury)
– Employees
• You have 30 minutes to discuss in teams and present
your ideas.
29

30. BC: Writing Clearly
Key Points
• To communicate clearly, you must adapt to your
reader
– Assume your audience knows nothing about your subject and is
of 4th grade intelligence
– Use simple, conversational words that readers will understand
• Old vs. antiquated
• Used vs. utilize
• Show vs. demonstrate
• Try vs. endeavor
• Agreed to quit vs. Acceded to the proposition to terminate.
– If you have to use technical terms, don’t overuse them.
30

31. BC: Get to the Point Quickly
Key Points
• Get to the point!
• Tell audiences why you’re reaching out to them:
• “We are taking a series of actions today to improve the
performance of our retail outlets in light of current economic
conditions.”
• “I’m interested in being considered for the advertising
copywriting position you’ve posted on indeed.com.”
31

32. BC: Avoid Jargon
Key Points
• Avoid jargon and overly complex sentences
• “The machine has a tendency to develop excessive and
unpleasant audio symptoms when operating at elevated
temperatures.”
vs.
• “The machine tends to get noisy when it runs hot.”
32

33. BC: Avoid Complexity
Key Points
• Use technical words and acronyms sparingly
– Minor stroke vs. cerebral vascular accident
– Employment covered by Social Security vs covered
employment
• Technical terms are fine for technical audiences
• Spell out and define acronyms as needed.
33

34. BC: Be Specific
Key Points
• Write concretely (and more specifically)
–
–
–
–
A significant loss vs. a 53% loss
Good attendance vs. 100% attendance
In the near future vs. By noon Thursday
The leading company vs. First in its class
34

35. BC: Use Active Verbs
Key Points
• Strong, active verbs make your writing lively and
interesting
– Use active verbs vs. “to be” verbs
– Make your verbs more active by using an active voice
• “The results were reported in our July 9th letter,” vs. “We
reported the results in our July 9th letter.”
• “The policy was enforced by the committee,” vs. “The
committee enforced the policy.”
• Do not use words that discriminate – against
anyone, in any culture.
35

36. BC: Writing Short Sentences
Key Points
•
Write short sentences by:
1. Limiting sentence content
2. Breaking up sentence lengths (15-25 words max)
3. Using words economically
- Make three words do the work of six,
- Avoid cluttering phrases (if vs. in the event that)
- Eliminate surplus words that contribute nothing (It
will be noted that)
- Avoid repetition (In my opinion, I think)
4. Editing like mad.
36

37. BC: Writing Clearly
Excess Detail
Improved
•
Our New York offices, considered
plush in the 1990s, but now badly
in need of renovation, as is the
case with most offices that have
not been maintained, have been
abandoned.
•
Our once plush New York offices
were not maintained properly, so
we are abandoning them.
•
We have attempted to trace the
Plytec insulation you ordered
from us on October 1st and about
which you inquired in your
October 10 message, but we
have not yet been able to locate
it, although we are sending you a
rush shipment immediately.
•
We are rushing a shipment of
Plytec insulation to you
immediately. Following your
recent inquiry we were unable to
trace your Oct. 1 order.
37

38. BC: Chapter Three
Key Points
• Use transitional phrases/devices to create coherent
messages …
–
–
–
–
–
–
Meanwhile
But
At the same time
Likewise
Besides
Be careful with “that”
38

39. BC: Chapter 3
Key Points
• Use topic sentences effectively to focus your
paragraphs/messages– usually at the start.
– Ex.: A majority of surveyed economists think business activity
will drop during the first quarter of next year.
– Ex.: We will begin the next phase in our transformation next
week.
39

40. BC: Chapter 3
Key Points/Summary
•
•
•
•
Use short, clear sentences.
Use words economically.
Avoid excessive detail.
Design sentences that give the right emphasis to
content – by sentence length and order of
importance.
• Use topic sentences effectively to focus your
paragraphs/messages– usually at the start.
40

41. BC: Writing a White Paper
• Begin with a well developed overview/executive
summary/abstract
– Must capture your target audience's attention
• Content: A critical one-paragraph summary
• Provide material that gives your audience a good
reason to read further, keeping in mind that busy
executives may jump to the end paragraphs/
conclusion.
41

42. BC: Writing a White Paper
• State the problem in two three paragraphs
that demonstrate your knowledge of your
clients' challenges and industry trends
• Avoid hidden assumptions and agendas
– Avoid technical complexity, acronyms, etc.
– Define that which cannot be avoided and must be
understood
– Identify the main objectives of the paper.
42

43. BC: Writing a White Paper
Describe your product/service
• Incorporate design decisions; industry standards,
testing and reliability; best practices and ease of
use
• Liberally illustrate with simple and well-labeled
diagrams and illustrations (Rely on a graphic
designer!)
• Address how your product resolves the problem; tie
the two together
– Demonstrate with evidence
– Illustrate with case studies and expert testimonials.
43

44. BC: Writing a White Paper
Describe your product/service
• Entice with:
– Benefits and returns on investment (ROI)
– Future applications, developments, and timelines
44

45. BC: Writing a White Paper
Concluding your white paper
• Conclude with confidence and credibility
• Refer to the abstract or appendix (if used) and
summarize your main advantages.
45

46. BC: Writing a White Paper
Key Points to Remember
• Introduce your product/service or technology as
innovative
• Demonstrate knowledge of client technology and its
challenges
• Emphasize the uniqueness and advantages of your
solution
• Influence customer purchasing decisions
• Don’t over hype
46

47. BC: Writing a White Paper
Considerations - Know your audience
• Know your audience before you start writing
• Highlight their concerns and problems
• Consider how much time they have for reading such
papers
Provide an engaging though succinct initial
overview/summary/abstract
• Conclude by:
– Reviewing your solution
– How it addresses the client's problem
– A follow up procedure
47

48. BC: Writing a White Paper
48

49. Communicating the
Pfizer-Wyeth Acquisition

50. Team 1 Exercise
• The world’s largest pharmaceutical company (Pfizer) is
acquiring a major competitor (Wyeth).
• The acquisition will make Pfizer a $71 billion company
and the market leader in virtually every pharmaceutical
market in the world.
• The deal is expected to receive all the necessary
regulatory approvals from governments around the
world by mid-month.
• The company needs to communicate the acquisition’s
completion to internal and external stakeholders as soon
as the deal is finalized.
• So far, only an external ad campaign has been
completed.
50

51. Team 1 Exercise
51

52. Team 1 Exercise
•
•
The CEO doesn’t like the campaign and wants more.
Develop a high-level communications campaign explaining to the
CEO how you would communicate the acquisition and benefits of
Wyeth to:
–
–
–
–
–
•
•
The media
Wall Street
U.S. Government (including regulators)
Employees of the combined company
Physicians and patients who take Pfizer and Wyeth products
Develop a one-page list of key messages.
A calendar showing how all this would be communicated assuming
the deal is completed on Nov.2nd.
52

53. Team 2
Exercise:
Damage
Control for
David
Letterman

54. Team 2 Exercise
• Worldwide Pants, David Letterman’s company, is asking
you to develop a communications campaign that
effectively minimizes the publicity fallout of the sexual
blackmail story and limits damage to ratings.
• Campaign should position Letterman as a victim,
acknowledge sexual affairs he had with CBS employees
but minimize fallout.
• Campaign should cover:
– The media
• Campaign should target:
– Letterman’s core fans – women 28-62.
54

55. Team 2 Exercise
• Develop a one-page list
of key messages.
• A calendar showing how
all this would be
communicated.
• The client is open to any
and all innovative ideas
that will restore
Letterman’s tarnished
image and credibility.
55

56. Team 3 Exercise:
Communicate the Launch
of an Integrated Business System
Initiative/SAP Implementation to
Employees of a Professional
Services Firm

57. Team 3 Exercise
• A professional services firm with 36,000 employees and
a federation of independent companies worldwide is
tying together all of its disparate data systems
worldwide.
• This will be based on an SAP implementation.
• The Integrated Business Systems project will allow the
company to access data on clients and employees
anywhere in the world … something it can not do now.
– The implementation means the firm will be able to better serve
global clients no matter where they do business.
– It will allow the firm to instantly identify and dispatch qualified
consultants to clients in any geography.
– Personnel/payroll records will follow employees wherever they
are based and will not have to be recreated if they are
transferred.
57

58. Team 3 Exercise
• The company wants you to develop a communications
campaign that tells employees and clients about the
program’s launch and what it will mean.
• The campaign should communicate key details and
benefits of the launch to:
– IT employees
– All employees outside of IT
– Clients
• Develop a one-page list of key messages.
• A calendar showing how all this would be
communicated.
• The system launches Jan. 3, 2010.
58

59. Team 4 Exercise:
Selling the Trump Parc Tower in
Stamford

60. Team 4 Exercise
•
•
•
•
In Stamford, condo sales have dropped 50% in 1H09.
Trump Parc Tower, the city’s largest high rise, is less than half sold
(68 out of 170 units).
The developer, Thomas Rich, is reducing prices on selected one, two
and three bedroom units by more than 15%.
He wants to launch a campaign targeting renters who don’t have to
unload a home to buy.
60

61. Team 4 Exercise
• Create a communications strategy that will draw
attention to the new pricing plan and will target renters in
New York, Westchester and Fairfield counties.
• Your strategy should outline a campaign that targets
consumers mainly through the news media – print,
electronic and broadcast.
• The campaign should also show how you will let
employees from the development companies (Trump,
Thomas Rich and Louis Cappelli) know about the plan.
• Outline tactics and provide a sample message in each
that the client can review.
• Develop a one-page list of key messages.
• A calendar showing how all this would be
communicated.
61

62. Effective Presentations
Doug Jeffries on Effective Presentation Skills
62

63. Effective Presentations
Making Effective Presentations
63

64. 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 nonverbal information, such as
facial expressions, posture,
hand gestures, and how you
carry yourself
64

65. 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
writing-hand side
65

66. Effective Presentations
Body Positioning
• 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 can’t
see and/or hear you
66

67. 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
67

68. 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
68

69. 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 ending your
presentation, the audience
should leave with an
unmistakable understanding
of your message
69

70. Presentation Killers
•
•
•
•
•
•
•
Don’t practice (80/20 rule)
Hide behind visuals
Hug the podium
No focus
Don’t frame the talk
Don’t recap key points
Overload your presentation
with complexity
• Veer off the agenda
• Talk for more than 15
minutes
• Talk in a monotone
70

71. 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
71

72. 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
72

73. Context: Conversational Style
• Strive for a
conversational
style that’s always
business like,
professional.
• Write the way you
talk.
• But don’t overwrite.
73

74. 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
74

75. 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
75

76. 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.”
76

77. 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?
77

78. Composing Power E-mails
Tone
• Strike a balance between language that seems conversational
but is also precise and professional.
• Use contractions selectively (“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.
78

79. 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.
79

80. Composing Power E-mails
General Guidelines
• Page 130 of text.
80

81. 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.
81

82. 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, 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. When do you want to
meet up?”
• Trying to Be Clever
– Don’t try to be witty or sarcastic in an email and pretend as if everything you
say will be taken literally.
82

83. 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 annoys a lot of people.
– Don’t use email to carry on a conversation.
– Use the phone or IM.
83

84. Recap: When to Email
•
Email is most widely used tool for business
communications.
•
Before you hit the send button, remember the 3
Cs of email – be clear, be concise and be
complete.
•
Do not use email as an excuse for avoiding
personal contact.
•
Use the subject field to indicate content and
purpose.
•
Send to and copy as few people as possible.
Avoid hitting the reply to all button.
•
Remember that your tone can’t be heard in the
email; refrain from sending humor in email. All
email can be taken out of context.
84

85. 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
standard occupational activities have ceased after
normal working hours.
To facilitate this new procedure, 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.
85

86. 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.
86

87. 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.
87

88. Effective Writing Habits
• Pay attention to your environment
• You’ll write best where you’re comfortable
• Quiet, secluded rooms are often best.
88

89. 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 if they are to learn properly.
89

90. 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.
90

91. 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.
91

92. 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?
92

93. 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
93

94. 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
94

95. 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.
95

96. 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.
96

97. Final Notes on Resumes
• Typos are killers
– Proof read carefully
• Take credit for what
you’ve done but don’t
stretch the truth.
97

98. 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.
98

99. 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)
99

100. 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
100

101. 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.”
101

102. 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.
102

103. Effective Presentations
Doug Jeffries on Effective Presentation Skills
103

104. Effective Presentations
Making Effective Presentations
104

105. 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
105

106. 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
106

107. 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
107

108. 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
108

109. 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
109

110. 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
110

111. Effective Editing
• Look at your writing
with cold eyes
–
View your writing
objectively
• Read your copy
slowly.
111

112. 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!
112

113. 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.
113

114. Effective Editing
Body
• Each section must
contribute to message
development
• Eliminate excess
baggage
• Imagine you are being
charged by the word.
114

115. 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.
115

116. 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.
116

117. 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.
117

118. 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.
118

119. 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.
119

120. 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?
120

121. 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.
121

122. Rewrite this memo
From:
Date:
Subject:
The Executive Committee
Aug. 31, 2009
Year End Merit Increase Communication
The Performance Management Process is upon us. Over the next couple months, each of you should be
meeting with your managers to review your performance against set objectives.
We have faced a turbulent world in FY09 and we are proud to say that we have persevered and succeeded
under extraordinarily difficult circumstances. Unlike many companies, we have decided to award year end
merit increases. However, we continue to face an uncertain world and are not approaching next year as
“business as usual.” In order to constrain overheads and free up money to invest against brands, innovation
and growth, our global merit pool will be reduced by almost half versus last year’s merit pool.
The implication of this decision is that significantly fewer colleagues will receive merit increases this year.
Consistent with our Pay for Performance philosophy, we intend to diligently differentiate reward with
performance levels and to first reward high performers that clearly exceed expectations. With the reduced
merit increase pool, it is highly likely that this year there will be no increases for most solid contributors.
This is clearly an unusual year and this change does not reflect a permanent change in our compensation
practices. It does reflect our view that the macroeconomic pressures we face will continue into the near
future. We want you all to know that we deeply appreciate your commitment during this very challenging
year. We remain optimistic about our future and our ability to grow and win. We are building a great
organization, one that will emerge from these turbulent times stronger and better.
Sincerely
122

123. 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!
123

124. Common Proofreading Errors
•
•
•
•
•
•
•
•
•
•
•
Spelling
Punctuation
Commas
Apostrophes
Periods
Verbs
Subject-verb agreement
Pronouns
Other grammatical errors
Sentence fragments
Misplaced or dangling
modifiers
Edit first, proof last!
124

125. 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.
125

126. 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.
126

127. Proofreading Techniques
• Print it and read it.
127

128. 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.
128

129. 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).
129

130. 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.
130

131. 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.
131

132. Proofreading Examples
132

133. Proofreading Examples
133

134. Proofreading Examples
• Samples
134

135. 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
135

136. 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
136

137. 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.
137

138. Tone and Style
• Be sensitive to the
sound of words
138

139. Audio/Video Message Types
Audio and Video Conference Calls
Pros
• Many listeners receive same
information at same time
• You control information
• Reduces travel costs
Cons
•
Audio: High tune-out factor,
no visuals
•
Not ideal for conveying
details
•
Fewer people tend to speak
and those who do speak
longer.
139

140. Conference Calls
Pros
• Audio conference calls
are the most underused but highest value
tool for helping a
distributed team work
together
• Conference calls are
the simplest, least
expensive, and most
accessible way to bring
a group together.
140

141. Conference Call Killers
• Poor organization
• Weak agendas
• Boredom
– Usually from too
•
•
•
•
much detail or
poor organization
Call runs long
Long dissertations
No clear action at
end
Multi-tasking
141

142. Conference Call Killers
• Participants should use
•
•
the mute button when
they’re not talking to
reduce background
noise.
But the longer the mute
button is on the more
likely they’ll become
disengaged.
Solution: Don’t drone on,
move on to other
speakers, encourage
participation.
142

143. Conference Call Killers
Avoid open ended questions: If you want a
response to the last thing you’ve said, try not
to ask, "Any comments?" Better to ask for
people to respond in sequence, e.g., "Can I
hear first from Bill, then from Elaine and Joe?"
143

144. Effective Conference Calls
• Set an agenda
• Remember to send out
the agenda before the
meeting via e-mail or
fax
• Stick to the item under
discussion
• A minimal agenda is
better than none.
144

145. Effective Conference Calls
• Use a leader or
moderator to run
the call
• Should act as a
host
• Ensures agenda
moves seamlessly
• Moderates Q&As
• Controls who has
the floor, and
prevents chaos.
145

146. Effective Conference Calls
• Use your voice, not
your eyes
• In a meeting it's easy to
look at the person you
want to respond to
your comment or
question. This cues a
response.
• On a conference call,
you have to specifically
ask that person - such
as, "Paula, what do you
think of that plan?
146