business communication ch04
DESCRIPTION
business communicationTRANSCRIPT
Business Communication:
Process and Product, 6e
Mary Ellen GuffeyCopyright © 2008
Chapter 4Chapter 4Writing Writing Process Process Phase 1:Phase 1: Analyze, Analyze, Anticipate, Anticipate, AdaptAdapt
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 2
Guffey’s 3-x-3Writing Process
Defining Business Communication
The Business Writing The Business Writing Process: Phase 1Process: Phase 1
Team Writing
Reader Benefitsand “You” View
Legal and EthicalResponsibilities
Analyze, Anticipate, Adapt
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 3
Business Writing Is…Business Writing Is…
PurposefulPurposeful
PersuasivePersuasive
EconomicalEconomical
Reader-Reader-orientedoriented
It is concise and doesn’t waste the reader’s time.It focuses on the receiver, not the sender.
It conveys information and solves problems.Its goal is to make the audience accept the message.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 4
Guffey’s 3-x-3 Writing Guffey’s 3-x-3 Writing ProcessProcess
Prewriting Writing Revising
AnalyzeAnticipateAdapt
ResearchOrganizeCompose
EditProofreadEvaluate
The writing process is recursive.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 5
Scheduling the Writing Scheduling the Writing ProcessProcess
Prewriting Writing Revising
about25 percentof time
about25 percentof time
about45
percentfor
revising,
5 percentfor
proofing
Don’t mar your effort byskimping on revising!
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 6
Do All Writers Follow the Do All Writers Follow the Same Steps?Same Steps? Writers have different
composition styles. The order of writing
steps may vary. The process is
recursive, not linear. Collaboration and
working with a computer affect the writing process.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 7
Do Short Messages Do Short Messages Require a Require a Writing Process?Writing Process?
The steps may be condensed or performed rapidly, but good writers consider them all.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 8
Writing With Teams: Writing With Teams: Phase 1Phase 1
AnalyzeAnticipateAdapt
Phase 1: PrewritingTeam members work closely to determine purpose, audience, content, organization
Prewriting
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 9
Writing With Teams: Writing With Teams: Phase 2Phase 2
Phase 2: WritingTeam members work separately.
WritingResearchOrganizeCompose
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 10
Writing With Teams: Writing With Teams: Phase 3Phase 3
RevisingEditProofreadEvaluate
Phase 3: RevisingTeam members work together to synthesize, but one person may do final proofreading.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 11
Analyzing and Anticipating: Analyzing and Anticipating: Audience, PurposeAudience, Purpose
IdentifyIdentifythe the
purposepurposeAnalyze Analyze
the the tasktask
Visualize Visualize primary primary
audienceaudience
AnticipatAnticipatee
the the audienceaudience MessaMessa
gege
VisualizeVisualize secondaseconda
ryry audiencaudienc
ee
Select Select thethe
right right channelchannel
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 12
© Comstock Images / Jupiterimages
Anticipating Three Typical Anticipating Three Typical Business AudiencesBusiness Audiences
Customers
Superiors
Colleagues
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 13
Selecting the Best Selecting the Best ChannelChannel
Fax?E-Mail? Letter?
Memo? Voice
mail?
How important is the message? How much feedback is required? How fast is feedback needed? Is a permanent record necessary? How much can be spent? How formal and confidential is the
message?
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 14
Adapting to Task and Adapting to Task and Audience: Eight StepsAudience: Eight Steps
Spotlight audience benefits.The warranty starts working for you immediately.
Cultivate the “you” view.
You will receive your order.Your account is now open.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 15
Adapting to Task and Adapting to Task and Audience: Eight StepsAudience: Eight Steps
Use sensitive language, avoiding gender, race, age, and disability biases.office workers, not office girlsdoctors/they, not doctor/he or nurse/sheBe conversational but professional.Your report was excellent, not Your report was totally awesome!
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 16
Adapting to Task and Adapting to Task and Audience: Eight StepsAudience: Eight Steps
Express your thoughts positively.you will be happy to… not you won’t be sorry that…
Be courteous.Please complete the report, notYou must complete the report!
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 17
Adapting to Task and Adapting to Task and Audience: Eight StepsAudience: Eight Steps
Simplify your language and use familiar words.salary not remunerationbegin not commence
Use precise, vigorous words.fax me, not contact mebuy staples, not get those things for me
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 18
Developing Reader Developing Reader Benefits and “You” ViewBenefits and “You” ViewWe are requiring all staffers to complete these forms in compliance with company policy.
Please complete these forms so that you will be eligible for health and dental benefits.
Sender-Focused Receiver-Focused
Because we need more space for our new inventory, we are staging a two-for-one sale.
This two-for-one sale makes it possible for you to buy a year’s supply of paper but pay only for six months’ worth.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 19
Developing Reader Benefits Developing Reader Benefits and “You” Viewand “You” View“I” and “We” View “You” ViewWe take pleasure in announcing an agreement we made with HP to allow us to offer discounted printers in the student store.
An agreement with HP allows you and other students to buy discounted printers at your convenient student store.
We are issuing a refund. You will receive a refund.
We need your account number before we can do anything.
Would you mind giving me your account number so that I can find your records and help you solve this problem?
I have a few questions on which I would like feedback.
Your feedback is important. Please answer a few questions.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 20
Negative Expressions and Negative Expressions and Their Hidden MessagesTheir Hidden Messages
Hidden MessageNegative ExpressionYou are careless
But I don’t believe you
You are careless
It is probably not true
I am right
You are not very bright
You are at fault
You are not only inefficient but also stupid and careless!
You overlooked
You state that
You failed to
You claim that
You are wrong
You do not understand
Your delay
You forgot to
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 21
Adapting to Legal and Adapting to Legal and Ethical ResponsibilitiesEthical Responsibilities
Avoid misleading information, exaggeration, half truths.
Warn consumers of risks in clear, simple language.
Investment Investment InformationInformation
Safety Safety InformationInformation
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 22
Adapting to Legal and Adapting to Legal and Ethical ResponsibilitiesEthical ResponsibilitiesMarketing Marketing InformationInformation
Avoid statements that falsely advertise prices, performance, quality, or other product features.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 23
Adapting to Legal and Adapting to Legal and Ethical ResponsibilitiesEthical ResponsibilitiesHuman Human Resources Resources InformatioInformationn
Avoid subjective statements in evaluating employees; describe job-related specifics objectively.
Avoid promissory statements in job ads, application forms, and offer letters.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 24
Adapting to Legal and Adapting to Legal and Ethical ResponsibilitiesEthical ResponsibilitiesCopyright Copyright InformatioInformationn
Assume that everything is copyrighted.Understand that Internet items are NOT in the public domain.Observe fair use restrictions.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 25
©©
Four-Factor Test to Assess Four-Factor Test to Assess Fair UseFair Use1. Purpose and character of the use
Is the item to be used for profit or nonprofit?
2. Nature of copyrighted workIs the information necessary for the public good?
$$
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 26
Four-Factor Test to Assess Four-Factor Test to Assess Fair UseFair Use3. Amount and substantiality
of portion usedIs the amount to be copied a small portion of a large work or a substantial portion of a small work?
4. Effect on the potential market for or value of the work.
Does the fair-use copying interfere with the author’s potential profit from the original?
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 27
Ensuring Fair UseEnsuring Fair Use
How can you always be safe?
Ask for permission to borrow.
EndEnd
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 28