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4Chapter 4

Principles of BusinessCommunication

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Chapter 4 Krizan Business Communication 2005 2

When composing

business messages,effective writersfollow the KISS rule.

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Chapter 4 Krizan Business Communication 2005 3

K

IS

S

KeepIt Short and

Simple

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Chapter 4 Krizan Business Communication 2005 4

Finding effective wordsis made easier byusing a

Dictionaryword meaningand spelling

Thesaurussimilar wordsor shades of meaning

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Chapter 4 Krizan Business Communication 2005 5

These six principles

will help the receiverunderstand your

message.

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Chapter 4 Krizan Business Communication 2005 6

Principle 1

Select you-viewpointwords, analyzing

receivers knowledge,interests, and opinions

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Chapter 4 Krizan Business Communication 2005 7

Principle 2

Use precise words toassure your message will

be correctly interpretedby the receiver

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Chapter 4 Krizan Business Communication 2005 8

Principle 3

Choose strong nouns and

verbs creating vivid

images for the receiver

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Chapter 4 Krizan Business Communication 2005 9

Principle 4

Use positive words to

emphasize what your

company can do

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Chapter 4 Krizan Business Communication 2005 10

Principle 5

Avoid overused words

which makes your

message less precise

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Chapter 4 Krizan Business Communication 2005 11

Principle 6

Avoid obsolete words

which are dull, dated, and

stiff

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Chapter 4 Krizan Business Communication 2005 12

Four principles will

help you combineeffective words into

effective sentences.

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Chapter 4 Krizan Business Communication 2005 13

Principle 1

Compose clear sentences

using strong, precise, and

positive words

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Chapter 4 Krizan Business Communication 2005 14

Principle 2

Use short sentences

which are more effective

and understandable

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Chapter 4 Krizan Business Communication 2005 15

Principle 3

Use the active voice

when writing sentences

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Chapter 4 Krizan Business Communication 2005 16

Principle 4

Emphasize the important

ideas helping the receiver

respond as you wish

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Chapter 4 Krizan Business Communication 2005 17

These five principles

will help you organize

sentences intomeaningful

paragraphs.

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Chapter 4 Krizan Business Communication 2005 18

Principle 1

Short paragraphs help the

receiver organize and

understand the message

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Chapter 4 Krizan Business Communication 2005 19

Principle 2

Paragraph unity assuresall sentences in a

paragraph relate to onetopic

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Chapter 4 Krizan Business Communication 2005 20

Principle 3

Paragraphs can be

organized using the direct

or indirect plan

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Chapter 4 Krizan Business Communication 2005 21

Principle 4

Paragraphs are writtenappropriately when they

emphasize the importantideas

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Chapter 4 Krizan Business Communication 2005 22

Principle 5

Paragraph coherenceassures logical transitions

within and betweenparagraphs

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Chapter 4 Krizan Business Communication 2005 23

Of the writing

concepts presented

which three do youfind the most

important? Why?