session 2 (1)business communication.pptx

Discussion
• Can you describe communication process?
• What factors affect understanding in communication?
• What do you do to overcome understanding barriers?

Guffey/Loewy, Business Communication: Process and Product, 9th
Edition. © 2018 Cengage. All Rights Reserved. May not
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
3
The Communication Process

4
Factors That Shape Understanding
• Communication Climate
• Context and Setting
• Background, Experience
• Knowledge, Mood
• Values, Beliefs, Culture

5
Barriers That Create Misunderstanding
• Bypassing
• Lack of Language Skills/Listening skills
• Differing Frames of Reference
• Distractions

6
Overcoming Communication Obstacles

How do you define business writing?

Purposeful
- it conveys
informatio
n and
solves
problems
Persuasive
- its goal is
to make
the
audience
accept the
message
Economical
– it’s
concise
and
doesn’t
waste the
reader’s
time
Reader-
Oriented -
it focuses
on the
receiver,
not the
sender
What Business Writing Is

9
Introducing the 3-x-3 Writing Process
• Prewriting
• Analyze audience &
purpose.
• Anticipate audience and
its reaction to message.
• Adapt message to
audience
• Drafting
• Research background,
collect info.
• Organize info.
• Draft first version.
• Revising
• Edit for clarity.
• Proofread.
• Evaluate whether the
message will accomplish
goals.

10
Scheduling the Writing Process
• The process is recursive, not linear. Writers revise continually as they progress.

11
Anticipating and Profiling the Audience
• Primary Audience
• Who is my primary reader or listener?
• Personal and professional relationship?
• What position is held in organization?
• How much is known about topic?
• Person’s education, beliefs, culture, attitudes?
• Will reaction be neutral, positive, or negative?
• Secondary Audience
• How is secondary audience different from primary?
• Supply more background information?
• Reshape message for secondary audience?

 An advertisement for pencils for primary students
 Andrea, who answers customer service calls for an
insurance company, is preparing an e-mail message
to her supervisor requesting that she be transferred
to the accounting department.
Primary or secondary audience?

13
Remember that receivers will be thinking…

14
Factors Affecting Channel Choice
• Message importance
• Amount and speed of feedback
• Need for permanent record
• Cost
• Degree of formality
• Confidentiality and sensitivity
• Receiver’s preference
• Receiver’s technical expertise

15
Ten Levels of Richness in Today’s Workplace Communication
Channels (1 of 2)
• Richest to Leanest
• FACE TO FACE
• Richest medium
Best for persuasive,
bad-news, and
personal messages
• TELEPHONE
• Best choice when
two people cannot
meet in person
• VIDEO CHAT
• Best for group
inter-action and
consensus-building
when members are
dispersed
• E-MAIL
• Best for routine
messages that
do not require
immediate
feedback
• IM
• Best for short
online messages
that need a
quick response

16
Ten Levels of Richness in Today’s Workplace Communication Channels
(2 of 2)
• Richest to Leanest
• LETTER
• For external
messages that
require formality,
sensitivity, or a
written record
• MEMO
• To distribute
interoffice
information,
especially when e-
mail is unavailable
• BLOG
• To share ideas
with a wide
Internet audience
and encourage
responses
• REPORT
• To deliver
considerable
data internally
or externally
• WIKI
• To provide a
repository for
digital
information
that can be
easily changed

1. Persuade a colleague to apply for an open sales
position in the territory that you manage.
2. Update your manager on the results of a sales
presentation with a new client.
3. As a travel agent, you need to contact hundreds of
clients and tell them that an increase in fuel costs
will force the cruise line to increase it fees.
What is the best communication channel for the following situation?

18
8 Adaptive Expert Writing Techniques (1 of 4)
1. Spotlight audience benefits
• NOT: The warranty begins right away.
• BUT: The warranty starts working for you
immediately.
• Practice:
To enable us to update our stockholder records,
we ask that the enclosed card be returned.

19
• Practice
• I have granted you permission to attend the
communication seminar.
• I’m asking all employees to respond to the
attached survey about working conditions.
2. Develop the “you” view
• NOT: We have created an account dashboard that
we love.
• BUT: Your account dashboard gives you complete
control.

20
Developing Reader Benefits and the “You” View (1 of 2)
Sender Focus Receiver Focus
We are requiring all staffers to complete these
forms in compliance with company policy.
Please complete these forms so that you will be
eligible for health and dental benefits.
Because we need more space for our new
inventory, we are having a two-for-one sale.
This two-for-one sale enables you to buy a
year’s supply of supplies but pay only for six
months’ worth.

21
Developing Reader Benefits and the “You” View (2 of 2)
“I” and “We” View “You” View
We take pleasure in announcing an agreement we
made with Dell to allow us to offer discounted laptops
in the student store.
An agreement with Dell allows you and other
students to buy discounted laptops at your student
store.
We are issuing a refund. You will receive a refund.
I have a few questions on which I would like
feedback.
Because your feedback is important, please tell us
your thoughts.

22
3. Be conversational but professional
• NOT: Your report was totally awesome!
• BUT: Your report was well written.
• Practice
• All employees are herewith instructed to return the
appropriately designated contracts to the
undersigned.

23
• Practice
• If you fail to pass the exam, you will not qualify.
• We are sorry that we must reject your application for credit at this point in time.
4. Express ideas positively
• NOT: We can’t ship until May 1.
• BUT: We can ship on May 1.

24
Negative Expressions and Their Hidden
Messages
Negative Expression Hidden Message
You overlooked You are careless
You state that But I don’t believe you.
You failed to What were you thinking?
You claim that It’s probably untrue.
You are wrong I am right.
You do not understand You are not very bright.
Your delay You are at fault.
You forgot to Besides being inefficient, you are
stupid and careless.

25
5. Be courteous
• NOT: You must review the figures
• BUT: Please review the figures quickly.
• Practice
• You need to pay your pending bills.

26
• Practice
• That Asian secretary completed our records.
6. Employ bias-free language
• NOT: Our office girls can do this for you.
• BUT: Our office workers can do this for you.

27
Avoiding Biased Language
Biased Improved
A new lady manager was hired. A new manager was hired.
A nurse serves her patients. Nurses serve their patients.
Invite all employees and their
wives.
Invite all employees and their spouses (or
partners)
Every student should bring his
book.
All students should bring their books.
Olivia Chen, a Chinese student,
enrolled.
Olivia Chen enrolled.
She is confined to a wheelchair. She uses a wheelchair.

28
7. Prefer plain language and familiar words
• NOT: The remuneration is…
• BUT: The salary is…

29
Prefer Familiar Words
• Unfamiliar
• Interrogate
• Ambivalent
• Dour
• Prowess
• Familiar
• To question
• Unsure, uncertain
• Gloomy, sullen
• Superior ability

30
• Practice
• - Send me your proposal as soon as
possible.
• - Please contact me if necessary.
8. Employ precise, vigorous words
• NOT: to think about
• BUT: to identify, diagnose, analyze, probe,
examine, or inspect

31
When is team writing necessary?

32
Three Phases in Team Writing

33
Team Collaboration Using a Wiki

34
How to Edit Team Writing Without Making
Enemies
• What
can you
praise?
• Did you
understand
the purpose?
• Is the
material well
organized?
• What
suggestions can
you make to
improve
specifics?
• Make polite
statements such as:
• I would suggest…
• You might consider…
• How about doing this…

session 2 (1)business communication.pptx

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session 2 (1)business communication.pptx