Chapter 14 discusses the principles of effective written communication, emphasizing the importance of clarity, correctness, conciseness, and courtesy in letters. Key components include proper planning, engaging language, understanding the recipient's perspective, and presenting ideas that highlight the benefits for the reader. The chapter also stresses the significance of the opening and closing sentences in establishing rapport and prompting action.

1. Principles
of Written
Communication
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2. The letter is the oldest method of
sending a message. Modern media
of transmission like fax and e-mail
have high speed and can transmit
the written word instantaneously.
Written messages are now more
The message must be informal and conversational in style.
clear, have concise style It is used for requesting and giving
of writing, working information, contacting potential
procedures, policies and customers, making and answering
aims of the organization. complaints, and maintaining
Sincerity, confidence, self-
relations with customers and
respecting, friendliness are
members of the public.
reflected in the messages.
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3. Careful planning is the basis of success in
most tasks. It gives you time to calm any
emotions, helps to make sure that all
information and idea are included and correct,
enables to compose the letter in a logical
order and it separates the two elements of
communication i.e. planning the content and
choosing the language/style for presentation.
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4. The main content of the
message should be suitable to
the reader’s interest and
convenience
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5. While composing a letter consider
the aspects like: language and style,
recipient, how much recipient knows
and his attitudes
All these aspects influences the
recipient’s response
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6. The first and the last paragraphs are important
places. Do not begin by repeating what is said in the
subject line or end by making a flat and useless
statement. The opening sentence establishes good
feeling and rapport, and draws a favorable response
from the reader. Showing interest in the reader’s
needs and paying attention to his/her feelings and
desires creates goodwill. If there is no subject line,
the opening sentence has to indicate the subject of
the letter, and it may have to refer to any previous
communication on the subject.
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8. The last sentence tells what is the next action to be
taken and who is to take it, the writer or the reader;
wins a favorable response for whatever has been
said in the letter; a goodwill message is a suitable
ending if the matter has been settled, and no further
action or communication is to follow. A firm,
persuasive and convincing argument can be spoilt
by a weak ending. A confident and lively ending has
a better chance of getting action.
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9. The last sentence leaves the final
impression on the reader’s mind, and can
be used to remind him about the lat date for
taking action or impressing upon him the
advantage offered or for leaving a pleasant
memory.
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10. The main qualities of good
communication are correctness, clarity,
conciseness and courtesy. Other related
qualities are completeness, coherence,
compactness, confidence, consideration,
friendliness, directness and vigor
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11. Correctness depends on completeness.
A letter is complete when it presents all
the ideas and information required for a
particular situation.
A letter must be correct in every respects
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12. 1. In spelling, grammar and use of language :There
must be consistency in the use of numbers, units
of measure, technical terms, abbreviations,
hyphens, grammar, spelling, punctuation and
capitalizations
2. In appearance and form of layout: Appearance
depends on placing the parts of layout correctly
on the letterhead, even spacing between letters,
words, lines and parts of layouts, and having
proper margins on all sides
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13. 3. In the information it conveys: All dates and days,
time, numbers and facts must be in agreement,
There must not be mismatched information
4. In tone, formality and style: The tone must be
appropriate to the occasion, the content and the
relationship between the writer and the reader
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14. The message of the letter must be
clear at the first reading. Clearly
written messages a void
misunderstanding and save time.
Write to express not to impress.
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15. Clarity depends of 5 factors: Simple,
common everyday words which
everyone understand; short and simple
sentences; proper punctuation; giving
definite and concrete details with figures
and names; logical sequence of ideas
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16. Conciseness means expressing much in a
few words, keeping to the point without
sacrificing the clarity or courtesy. It means
every words count. It can be achieved by
leaving unnecessary modifiers, reducing
unimportant ideas to phrase or single words
and making sure that only the necessary and
relevant details are included.
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17. Courtesy is consideration for other people’s feelings.
In a letter, the style the manner and the choice of
words reflect the courtesy of the writer. The rule for it
are: use the courtesy words, express appropriate
feeling according to the situation, make the other
person feel comfortable, be attentive and prompt in
responding, let the tone, the choice of words and
style of the message reflect your consideration for
the feelings and needs of the reader.
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18. Presenting ideas, suggestions, proposals in
such a way that the reader sees how it is
advantageous to himself is called the “You”
attitude . ? You must show understanding of
the reader’s needs and desires. A letter
usually proposes that the reader should take
an action
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20. The main point and emphasis should be on the
advantage to take the action you are suggesting in
the letter. In every communication, there are two
points of view and therefore, two sets of ideas:
one that interests the recipients and one that
interests the sender; messages can be conveyed
with the recipient’s interest in mind.
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21. Appeal to the common human needs and
desires like desire for security, status, leisure,
comfort, need for sympathy, courtesy and
consideration.
The purpose of a letter is to create a response.
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22. A sales letter may convince an
executive of the value of
computerizing the office work, but he
or she may feel emotionally inclined to
go to a competing firm
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