CHAPTER 9

THE WRITTEN CHANNEL PRINCIPLES OF EFFECTIVE WRITING FORMS OF BUSINESS CORRESPONDENCE CLEAR WRITING TYPES OF BUSINESS MESSAGES

WRITTEN COMMUNICATION(Objective : To help learner to acquire a performing knowledge of forms and methods of writing in order to handle business correspondence effectively)

THE WRITTEN CHANNEL

◦ ITS IMPORTANCE Formal communication sustains business

operations. Helps maintain external transaction Helps prepare good promotional materials Generates permanent records for legal

defence.

◦ Advantages Provides authentic records Prompt and effective writing builds

company’s image Writing standardizes forms of correspondence Can help to fix responsibility.

LIMITATIONS

◦Piling up of paper◦Time consuming◦Committing to black and white

causes controversy◦Writing requires a high degree of

competence and much training.

PRINCIPLES OF EFFECTIVE WRITING

◦Mutual and complete understanding of correspondents

◦Business writing should evoke prompt action.

◦Writing should encourage correspondence to think afresh for new ideas.

◦Writing should be based on facts not on impressions and opinions that are vague.

◦Brevity and precision essential◦Effective use of technology

FORMS OF BUSINESS CORRESPONDENCE◦MEMO

“Work-horse” of internal communication

Format with four entries at the top : TO, FROM, DATE, SUBJECT LINE

◦LETTER For formal communication with the

outside world Forms and layouts Parts of a letter

PROCESS OF WRITING

◦The Three-Step Process◦Analyze the purpose and

choose the appropriate form of writing and medium

◦Compose with coherence in order to communicate one idea at a time

◦Complete and revise draft.

CLEAR WRITING◦Style

The You – Attitude

◦Linguistic precision, Brevity and Clarity Coherence Cohesion

TIPS FOR BUSINESS CORRESPONDENCE

◦ Avoid unfamiliar words◦ Avoid redundancies◦ Avoid camouflaged vocabulary◦ Avoid jargon & cliche◦ Avoid hype◦ Avoid abstract ideas : Keep them concrete◦ Avoid Slang◦ Avoid ambiguity◦ Avoid an excessive use of adjectives◦ Write short sentences ◦ Generally use active voice unless passive is

required

TYPES OF BUSINESS MESSAGES◦ Good News / Goodwill Messages

Condolences Congratulations Encouraging Counsel

◦ Form Memo Letter E-mail

◦Structure Statement of message Compliment or statement of sympathy Complimentary close

◦ Bad News Messages Essential : Sustain a positive tone Approach

Direct approach when recipient would prefer the bad news outright

Indirect approach is followed otherwise

◦ Form Direct Approach

Tactful statement of bad news Clear and authentic reasons for ti Positive forward – looking close

Indirect Approach Buffer Clear statement of reasons Statement of bad news A positive close

◦Persuasive Message Purpose & Occasion

To convince by goodwill and reasoning – collection letters

Approach Direct Indirect

Formula AIDA Attention Interest Desire Action(Read illustration on page 87)