Copyright © 2017 Pearson Education, Inc.

Excellence in
Excellence in
Business Communication
Business Communication
Chapter 5
Writing Business Messages

Copyright © 2017 Pearson Education, Inc.

 Learning Objectives (1 of 3)
1. Identify the four aspects of being sensitive
to audience needs when writing business
messages.
2. Explain how establishing your credibility and
projecting your company’s image are vital
aspects of building strong relationships with
your audience.

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 3

 Learning Objectives (2 of 3)
3. Explain how to achieve a tone that is
conversational but businesslike, explain the
value of using plain language, and define
active and passive voice.
4. Describe how to select words that are both
correct and effective.

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 4

 Learning Objectives (3 of 3)
5. Define the four types of sentences, and
explain how sentence style affects emphasis
within a message.
6. Define the three key elements of a
paragraph, and list five ways to develop
unified, coherent paragraphs.
7. List five techniques for writing effective
messages for mobile readers.
Copyright © 2017 Pearson Education, Inc. Chapter 5 - 5
 Adapting to
Adapting to Your
Your Audience:
Audience: Being
Being
Sensitive to
Sensitive to Your
Your Audience’s
Audience’s Needs
(LO 1) Identify the four aspects of being
sensitive to audience needs when writing
business messages.

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 6

 Adopting a “You” Attitude
(1 of 2)

Audience-Centered Approach

Hopes Wishes Interests Preferences

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 7

 Adopting a “You” Attitude
(2 of 2)

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 8

 Maintaining Standards
of Etiquette (1 of 2)

Respect Diplomacy

Tactfulness

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 9

 Maintaining Standards
of Etiquette (2 of 2)

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 10

 Emphasizing the Positive
(1 of 2)

• Avoid Negative Language:

– Focus on ways to improve.
– Emphasize audience benefits.
• Use Euphemisms Appropriately:
– Be honest but not harsh.
– Don’t hide the facts.

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 11

 Emphasizing the Positive
(2 of 2)

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 12

 Using Bias-Free Language
(1 of 2)

Gender Age

Avoid Bias

Race/Ethnicity Disability

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 13

 Using Bias-Free Language
(2 of 2)

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 14

 Adapting to
Adapting to Your
Your Audience:
Audience:
Building Strong
Building Strong Relationships
(LO 2) Explain how establishing your credibility
and projecting your company’s image are vital
aspects of building strong relationships with
your audience.
Copyright © 2017 Pearson Education, Inc. Chapter 5 - 15
 Establishing Your Credibility
(1 of 2)

Honesty Objectivity

Credentials,
Awareness of
Knowledge, and
Audience Needs
Expertise

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 16

 Establishing Your Credibility
(2 of 2)

Endorsements Performance

Sincerity Self-Confidence

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 17

 Projecting Your
Company’s Image

Communication
Communication Communication
Communication
Style
Style Guidelines
Guidelines

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 18

 Adapting to
Adapting to Your
Your Audience:
Audience:
Controlling Your
Controlling Your Style and Tone
(LO 3) Explain how to achieve a tone that is
conversational but businesslike, explain the
value of using plain language, and define the
active and passive voice.
Copyright © 2017 Pearson Education, Inc. Chapter 5 - 19
 Creating a
Conversational Tone
Don’tConfuse
Don’t ConfuseTexting
Textingand
andWriting
Writing

AvoidStale
Avoid Staleand
andObsolete
ObsoleteLanguage
Language

AvoidPreaching
Avoid Preachingand
andBragging
Bragging

BeCareful
Be Carefulwith
withIntimacy
Intimacyand
andHumor
Humor
Copyright © 2017 Pearson Education, Inc. Chapter 5 - 20
 Using Plain Language

Prefer a Simple, Unadorned Style

Support the “You” Attitude

Show Respect for the Audience

Boost Productivity and Profitability

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 21
 Selecting Active Voice
or Passive Voice (1 of 2)
Dull and Indirect (Passive Voice)
• Legal problems are created by this contract.
• The new system was proposed by the project team.

Lively and Direct (Active Voice)

• This contract creates legal problems.

• The project team proposed a new system.
Copyright © 2017 Pearson Education, Inc. Chapter 5 - 22
 Selecting Active Voice
or Passive Voice (2 of 2)
Accusatory or Self-Congratulatory (Active Voice)
• You lost the shipment.
• I recruited seven engineers last month.

More Diplomatic (Passive Voice)

• The shipment was lost.

• Seven engineers were recruited last month.
Copyright © 2017 Pearson Education, Inc. Chapter 5 - 23
 Composing Your
Composing Your Message:
Message:
Choosing Powerful
Choosing Powerful Words
Words
(LO 4) Describe how to select words that are
both correct and effective.

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 24

 Choosing Powerful Words
Grammar
Grammar
Effective
Effective
Usage
Usage
Strong
Strong
Words
Words
Experience
Experience
Correct
Correct
Judgment
Judgment
Copyright © 2017 Pearson Education, Inc. Chapter 5 - 25
 Balancing Abstract and
Concrete Words
Characteristics
••Characteristics Characteristics
••Characteristics
-- Tangible
Tangible -- Concepts
Concepts
-- Objective
Objective -- Qualities
Qualities

ConcreteWords
Concrete Words AbstractWords
Abstract Words
Copyright © 2017 Pearson Education, Inc. Chapter 5 - 26
 Finding Words that
Communicate Well
Choose Strong, Choose Familiar
Precise Words Words

Avoid Clichés Use Jargon

and Buzzwords Carefully

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 27

 Using Plain Language

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 28

 Powerful Words

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 29

 Composing Your
Composing Your Message:
Message:
Creating Effective Sentences
Creating Sentences
(LO 5) Define the four types of sentences, and
explain how sentence style affects emphasis
within a message.

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 30

 Choosing from
Four Types of Sentences (1 of 2)
• One main clause
Simple • Objects and phrases

• Two main clauses

Compound •
Joined by conjunction
Copyright © 2017 Pearson Education, Inc. Chapter 5 - 31
 Choosing from
Four Types of Sentences (2 of 2)
• One main clause
Complex • A dependent clause

Compound • Two main clauses

Complex • A dependent clause
Copyright © 2017 Pearson Education, Inc. Chapter 5 - 32
 Using Sentence Style to
Emphasize Key Thoughts
ExtraWords
UsingExtra
Using Words
WordingKey
Wording Key
Ideas
Ideas ExtraSpace
AllocatingExtra
Allocating Space

SentenceSubjects
AsSentence
As Subjects
PlacingKey
Placing Key
Ideas
Ideas DependentClauses
InDependent
In Clauses
Copyright © 2017 Pearson Education, Inc. Chapter 5 - 33
 Composing Your Message:
Composing Message:
Crafting Coherent
Crafting Coherent Paragraphs
Paragraphs
(LO 6) Define the three key elements of a
paragraph, and list five ways to develop
unified, coherent paragraphs.

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 34

 Creating the Elements
of a Paragraph
Topic Sentence
•Introduction Support Sentences
•Summary •Explanation Transitions
•Clarification •Connecting
•Justification •Previewing
•Smoothing

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 35

 Developing Paragraphs
•Illustration Pattern
Common Approaches

•Classification Pattern

•Cause and Effect Pattern

•Problem and Solution Pattern

•Comparison or Contrast Pattern

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 36
 Writing for Mobile
Mobile Devices
Devices

(LO 7) List five techniques for writing effective

messages for mobile readers.

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 37

 Making Mobile Messages
More Effective
• Use a linear organization.
• Prioritize information.
• Write short, focused messages.
• Use shorter subject lines and headings.
• Compose shorter paragraphs.

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 38

 All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright © 2017 Pearson Education, Inc. Chapter 5 - 39