Guffey - Chapter 2
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Transcript of Guffey - Chapter 2
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© 2007 Thomson South-Western
Multimedia Instructor Version
CHAPTER 2CHAPTER 2
CreatingBusinessMessages
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Chapter 2, Slide 2Mary Ellen Guffey, Essentials of Business Communication, 7e
The Writing ProcessThe Writing ProcessThe Writing ProcessThe Writing Process
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Chapter 2, Slide 3Mary Ellen Guffey, Essentials of Business Communication, 7e
Approximately how much time should be spent at each stage?
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Chapter 2, Slide 4Mary Ellen Guffey, Essentials of Business Communication, 7e
PrewritingPrewriting
Analyzing the purpose and the audience• Identifying your purpose• Selecting the best channel• Switching to faster channels
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Chapter 2, Slide 5Mary Ellen Guffey, Essentials of Business Communication, 7e
Factors Determining Factors Determining Channel SelectionChannel Selection
Factors Determining Factors Determining Channel SelectionChannel Selection
Importance of message
Amount and speed of feedback required
Necessity of a permanent record
Cost of the channel
Degree of formality required
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Chapter 2, Slide 6Mary Ellen Guffey, Essentials of Business Communication, 7e
Choosing Communication Channels
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Chapter 2, Slide 7Mary Ellen Guffey, Essentials of Business Communication, 7e
Choosing Communication Channels (continued)
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Chapter 2, Slide 8Mary Ellen Guffey, Essentials of Business Communication, 7e
Choosing Communication Channels (concluded)
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Chapter 2, Slide 9Mary Ellen Guffey, Essentials of Business Communication, 7e
PrewritingPrewriting
Analyzing the purpose and the audience• Identifying your purpose• Selecting the best channel• Switching to faster channels
Anticipating the Audience• Profiling the audience• Responding to the profile
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Chapter 2, Slide 10Mary Ellen Guffey, Essentials of Business Communication, 7e
Asking the Right Questions to Profile Your Audience
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Chapter 2, Slide 11Mary Ellen Guffey, Essentials of Business Communication, 7e
PrewritingPrewriting
Analyzing the purpose and the audience• Identifying your purpose• Selecting the best channel• Switching to faster channels
Anticipating the Audience• Profiling the audience• Responding to the profile
Adapting to the task and audience
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Chapter 2, Slide 12Mary Ellen Guffey, Essentials of Business Communication, 7e
CultivateA “You”
View
CultivateA “You”
View
SpotlightAudienceBenefits
SpotlightAudienceBenefits
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
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Chapter 2, Slide 13Mary Ellen Guffey, Essentials of Business Communication, 7e
Cultivate a “You” ViewCultivate a “You” ViewCultivate a “You” ViewCultivate a “You” View
Emphasize second-person pronouns (you/your) instead of first-person pronouns (I/we, us, our)
Before we can allow you to purchase items on this new account, we must wait two weeks to verify your credit.
You may begin making purchases on your new account in two weeks.
Try this:Instead of this:
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Chapter 2, Slide 14Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 14
SoundConversational
SoundConversational
CultivateA “You”
View
CultivateA “You”
View
SpotlightAudienceBenefits
SpotlightAudienceBenefits
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Mary Ellen Guffey, Essentials of Business Communication, 7e
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Chapter 2, Slide 15Mary Ellen Guffey, Essentials of Business Communication, 7e
Sound ConversationalSound ConversationalSound ConversationalSound Conversational
The undersigned takes pleasure in . . .
I’m happy to . . .
Try this:Instead of this:
It may be of some concern to you to learn that your check has been received and your account has been credited for $250.
We’ve credited your account for $250.
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Chapter 2, Slide 16Mary Ellen Guffey, Essentials of Business Communication, 7e
Levels of Language UseLevels of Language Use
Unprofessional Conversational Formal
Found in
Some comic strips, and songs, some commercials, some conversations, some IM and e-mail messages
Business messages, novels, most newspapers, and most magazines
Scientific writing, legal documents, scholarly books, formal essays, proclamations
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Chapter 2, Slide 17Mary Ellen Guffey, Essentials of Business Communication, 7e
Unprofessional Conversational Formal
Characterized by
Incorrect grammar, unpredictable sentence structure, inappropriate punctuation, slang, vulgarisms
Correct grammar and punctuation, conversational tone, simple sentence structure, familiar words
Correct grammar, serious tone, complex sentence structure, polysyllabic words
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Chapter 2, Slide 18Mary Ellen Guffey, Essentials of Business Communication, 7e
Unprofessional Conversational Formal
Examples
wastednabbad-mouthdough, breadstewed, plasteredI ain’thumongoustight
ruinedcatchcriticizemoneyintoxicated, drunkI’m notenormousfrugal
annihilatedapprehenddisparagecurrencyinebriated
I am notprodigiouspenurious
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Chapter 2, Slide 19Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 19
EmployPositive
Language
EmployPositive
Language
SoundConversational
SoundConversational
CultivateA “You”
View
CultivateA “You”
View
SpotlightAudienceBenefits
SpotlightAudienceBenefits
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Mary Ellen Guffey, Essentials of Business Communication, 7e
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Chapter 2, Slide 20Mary Ellen Guffey, Essentials of Business Communication, 7e
Hidden MessagesHidden MessagesHidden MessagesHidden Messages
Some words and phrases convey a
negative and unpleasant tone. They
may imply a hidden message that the
writer does not intend. Think twice
before using the following negative
expressions.
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Chapter 2, Slide 21Mary Ellen Guffey, Essentials of Business Communication, 7e
Hidden Meaning
You are careless
But I don’t believe you
You are careless
It’s probably untrue
I am right
You are not very bright
You are at fault
You are inefficient and careless
Negative Language
You overlooked
You state that
You failed to
You claim that
You are wrong
You do not understand
Your delay
You forgot to
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Chapter 2, Slide 22Mary Ellen Guffey, Essentials of Business Communication, 7e
Quick Check
State ideas more positively.
These are better:
You will be paid promptly once the job is completed satisfactorily.
We must withhold payment until you complete the job satisfactorily.
Revise these sentences:
If you fail to follow each requirement, you will not receive your $50 rebate.
By following each requirement, you will receive your $50 rebate.
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Chapter 2, Slide 23Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 23
UseInclusiveLanguage
UseInclusiveLanguage
EmployPositive
Language
EmployPositive
Language
SoundConversational
SoundConversational
CultivateA “You”
View
CultivateA “You”
View
SpotlightAudienceBenefits
SpotlightAudienceBenefits
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Mary Ellen Guffey, Essentials of Business Communication, 7e
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Chapter 2, Slide 24Mary Ellen Guffey, Essentials of Business Communication, 7e
Use Inclusive LanguageUse Inclusive LanguageUse Inclusive LanguageUse Inclusive Language
Have you called a salesman?
Have you called a salesperson?
Try this:Instead of this:
Every executive has his own office.
All executives have their own offices.
Every executive has an office. All executives have offices. Every executive has his or
her own office.
This alternative is wordy and calls
attention to itself
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Chapter 2, Slide 25Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 25
Draw onFamiliarWords
Draw onFamiliarWords
AdoptPlain
Language
AdoptPlain
Language
UseInclusiveLanguage
UseInclusiveLanguage
Use PositiveLanguage
Use PositiveLanguage
SoundConversational
SoundConversational
CultivateA “You”
View
CultivateA “You”
View
SpotlightAudienceBenefits
SpotlightAudienceBenefits
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Create aCreate aMessage ThatMessage That
Suits YourSuits YourAudienceAudience
Mary Ellen Guffey, Essentials of Business Communication, 7e
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Chapter 2, Slide 26Mary Ellen Guffey, Essentials of Business Communication, 7e
Adopt Plain LanguageAdopt Plain LanguageAdopt Plain LanguageAdopt Plain Language
Avoid federalese, bureaucratese, and inflated language.
Federalese: Each person to whom the request is herein addressed
is henceforth solicited to submit, or to have his or her department
representative submit, to the Department of Labor official described
above, a comment on whether the proposed plan, in his or her
considered view, meets the requirements of the 2003 law.
Simple Translation: You may wish to comment on whether the
proposed plan meets the requirements of the 2003 law.
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Chapter 2, Slide 27Mary Ellen Guffey, Essentials of Business Communication, 7e
Draw on Familiar WordsDraw on Familiar WordsDraw on Familiar WordsDraw on Familiar Words
encounter meetextrapolate project
obligatory required
Avoid long, difficult, and unfamiliar words. Use short, simple, and common words whenever possible.
Less familiar words Simple alternatives
terminate end
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Chapter 2, Slide 28Mary Ellen Guffey, Essentials of Business Communication, 7e
Seven Ways Technology Can Seven Ways Technology Can Improve Your Business WritingImprove Your Business WritingSeven Ways Technology Can Seven Ways Technology Can
Improve Your Business WritingImprove Your Business WritingFighting writer’s blockCollecting information electronicallyOutlining and organizing ideas Improving correctness and precisionAdding graphics for emphasisDesigning and producing
professional-looking documents, presentations, and Web pages
Using collaborative software for team writing