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Chapter 6

Choosing the Best Process and Form

© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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• The writing process and effective strategies• The importance of readable formatting• The main types and purposes of business messages– Letters– Memorandums– Email – Text messaging– Instant messaging– Social networking

• The inverted pyramid structure for writing

Click to edit Master title styleChapter Overview

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Click to edit Master title styleThe Writing Process

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• Planning the message– Determining goals– Analyzing the audience– Gathering information– Analyzing and organizing the information– Choosing a form, channel, and format

Click to edit Master title styleThe Writing Process

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• Drafting the message– Avoid perfectionism– Keep going– Use any strategies that will keep you working

productively

Click to edit Master title styleThe Writing Process

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• Revising– Revising– Editing– Proofreading

Click to edit Master title styleThe Writing Process

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• Avoid an intimidating document.• Use formatting devices to enhance readability

and comprehension:– White space– Headings– Short paragraph “chunks”– Typographical emphasis (e.g., bold, italics)– Bulleted lists– Diagrams and pictures

Click to edit Master title styleThe Importance of Formatting

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Click to edit Master title styleMain Types of Business Messages

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• The most traditional type of business message– Used to correspond with people outside the

organization– Not as formal as they once were– More than a strategic means to achieve a business

goal—an exchange among real people

Click to edit Master title styleLetters

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• Written internally• More formal than email• Format

• Date• To • From• Subject

• Share factual, problem-related info; some can be classified as reports

• A traditional genre being replaced by email

Click to edit Master title styleMemorandums

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– Advantages of email• Quick, low cost• Eliminates telephone tag• Speeds up decision making• Provides a written record

– Disadvantages of email• Not confidential• Can be misunderstood or used to avoid difficult

in-person conversations• May not communicate writer’s emotional

intent• May be ignored

Click to edit Master title styleEmails

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1. Using vague subject lines such as “meeting”2. Hiding the main point3. Using the “bcc” field to be sneaky in communication4. Not deleting strings of replies unnecessary to the recipient5. Ignoring grammar and mechanics6. Sending long emails7. Creating long paragraphs8. Not avoiding emotion9. Using email when it’s not the best communication channel10. Forgetting that email is a permanent record

Click to edit Master title styleTop 10 Email Mistakes

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• Used for promotions, brand awareness, customer relations

• Typically limited to 150 characters• Tips– Cover all critical information.– Keep it short.– Strive for clarity.– Maintain a conversational tone.– Adapt messages to the audience.– Keep language and content professional.

Click to edit Master title styleTexts & Instant Messaging

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• Uses– External communication with customers or clients– Publicity or product promotion– Internal communication– Evaluate potential employees

• Reminder: Nothing on these sites is confidential. Your employer (or a potential employer) may view them.

Click to edit Master title styleSocial Networking

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• Web readers read an average of 20% of words on the page (Jakob Nielson, usability expert).

• Nielson notes that Web text is non-linear.• Bulleted lists and quick chunks of information

are preferred.• When users visit websites, they do so to “do

something.”• Bottom line information should be shared right

away

Click to edit Master title stylePrint Vs. Online Writing