Business Communication Essentials

Eighth Edition, Global Edition

Chapter 4
Writing Business
Messages

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Learning Objectives (1 of 3)
4.1 Identify the four aspects of being sensitive to audience
needs when writing business messages.
4.2 Identify seven characteristics that build and maintain a
communicator’s credibility.

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Learning Objectives (2 of 3)
4.3 Explain how to achieve a tone that is conversational but
businesslike, explain the value of using plain language,
and define active and passive voice.
4.4 Describe how to select words that are not only correct
but also effective.

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Learning Objectives (3 of 3)
4.5 Define the four types of sentences, and explain how
sentence style affects emphasis within a message.
4.6 Define the three key elements of a paragraph, and list
five ways to develop coherent paragraphs.
4.7 List five techniques for writing effective messages for
mobile readers.

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Adapting to Your Audience: Being
Sensitive to Your Audience’s Needs
• LO 4.1 Identify the four aspects of being sensitive to
audience needs when writing business messages.

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Adopting the “You” Attitude
• Audience-Centered Approach
– Hopes
– Wishes
– Interests
– Preferences

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Maintaining Standards of Etiquette
• Respect
• Diplomacy
• Tactfulness

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

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Using Bias-Free Language
• Avoid Bias
– Gender
– Age
– Race/Ethnicity
– Disability

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Summary of Discussion (1 of 7)
• In this section, we discussed the following:
– Adopting the “You” Attitude
– Maintaining Standards of Etiquette
– Emphasizing the Positive
– Using Bias-Free Language
• The next section will cover Building Strong
Relationships with your audience.

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Adapting to Your Audience:
Building Strong Relationships
• LO 4.2 Identify seven characteristics that build and
maintain a communicator’s credibility.

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Establishing Your Credibility (1 of 2)
• Honesty
• Objectivity
• Awareness of Audience Needs
• Credentials, Knowledge, and Expertise

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Establishing Your Credibility (2 of 2)
• Endorsements
• Performance
• Sincerity
• Self-Confidence

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Projecting Your Company’s Image
• Communication Style
• Communication Guidelines

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Summary of Discussion (2 of 7)
• In this section, we discussed the following:
– Establishing Your Credibility
– Projecting Your Company’s Image
• The next section will cover Controlling Your Style
and Tone.

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Adapting to Your Audience:
Controlling Your Style and Tone
• LO 4.3 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.

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Creating a Conversational Tone
• Don’t Confuse Texting and Writing
• Avoid Stale and Obsolete Language
• Avoid Preaching and Bragging
• Be Careful with Intimacy and Humor

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Using Plain Language
Prefer a Simple,
Unadorned Style
• Support the “You”
Attitude
• Show Respect for
the Audience
• Boost Productivity
and Profitability

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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.

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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.

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Summary of Discussion (3 of 7)
• In this section, we discussed the following:
– Creating a Conversational Tone
– Using Plain Language
– Selecting Active or Passive Voice
• The next section will cover Choosing Powerful Words.

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Composing Your Message: Choosing
Powerful Words
• LO 4.4 Describe how to select words that are not only
correct but also effective.

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Choosing Powerful Words

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Balancing Abstract and Concrete
Words
Concrete Words
• Characteristics
– Tangible
– Objective
Abstract Words
• Characteristics
– Concepts
– Qualities

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Finding Words that Communicate Well
• Choose Strong,
Precise Words
• Avoid Clichés and
Buzzwords
• Choose Familiar
Words
• Use Jargon
Carefully

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Summary of Discussion (4 of 7)
• In this section, we discussed the following:
– Choosing Powerful Words
– Balancing Abstract and Concrete Words
– Finding Words that Communicate Well
• The next section will cover Creating Effective Sentences.

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Composing Your Message: Creating
Effective Sentences
• LO 4.5 Define the four types of sentences, and explain
how sentence style affects emphasis within a message.

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Choosing from the Four Types
of Sentences (1 of 2)
• Simple
– One Main Clause
– Objects and Phrases
• Compound
– Two Main Clauses
– Joined by Conjunction

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Choosing from the Four Types
of Sentences (2 of 2)
• Complex
– One Main Clause
– A Dependent Clause
• Compound-Complex
– Two Main Clauses
– A Dependent Clause

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Using Sentence Style to Emphasize
Key Thoughts
• Wording Key Ideas
– Using Extra Words
– Allocating Extra Space
• Placing Key Ideas
– As Sentence Subjects
– In Dependent Clauses

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Summary of Discussion (5 of 7)
• In this section, we discussed the following:
– Choosing from Four Sentence Types
– Using Sentence Style to Emphasize Key Thoughts
• The next section will cover Crafting Coherent Paragraphs.

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Composing Your Message: Crafting
Coherent Paragraphs
• LO 4.6 Define the three key elements of a paragraph,
and list five ways to develop coherent paragraphs.

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Creating the Elements of a Paragraph
• Topic Sentence
– Introduction
– Summary
• Support Sentences
– Explanation
– Clarification
– Justification
• Transitions
– Connecting
– Previewing
– Smoothing
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Developing Paragraphs
Common
Approaches
• Illustration Pattern
• Classification
Pattern
• Cause and Effect
Pattern
• Problem and
Solution Pattern
• Comparison or
Contrast Pattern
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Summary of Discussion (6 of 7)
• In this section, we discussed the following:
– Creating the Elements of a Paragraph
– Developing Paragraphs
• The next section will cover Writing for Mobile Devices.

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Writing for Mobile Devices
• LO 4.7 List five techniques for writing effective messages
for mobile readers.

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Making Mobile Messages More
Effective
• Use a Linear Organization.
• Prioritize Information.
• Write Short, Focused Messages.
• Use Shorter Subject Lines and Headings.
• Compose Shorter Paragraphs.

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The Future of Communication: Machine
Learning

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Summary of Discussion (7 of 7)
• In this section, we discussed the following:
– Making Mobile Messages More Effective
• This concludes our discussion of Chapter 4: Writing
Business Messages.

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