Best Practices in Business Writing and Communication

Veronica Sterling, B.A., LNHA

Information sharing Idea sharing Planning and expectation setting

Main objective of all communication is the transmission of the meaning of information from one to another

Defining Communication

(Colorado State University Global Campus, 2014)

Communication Happens… A lot.

Written Oral

Resumes Sales Reports Email Business Plans Project Proposals Annual Reports Press Releases Social Media Shareholder Newsletters Interoffice Memos

Interviews Teaching Workshops Recruiting Firing Someone Boardroom Presentation Sales Call Social Media Videos Project Campaigns Team Leading Persuasive Presentation

Job Outlook Survey ranked communication skills as the #1 asset in potential candidate evaluation (Huhman, 2010).

80.4% of managers consider employee’s communication skills when measuring performance (American Management Association, 2010).

Effective communicators earn 47% higher returns for shareholders (Colorado State University Global Campus, 2014).

Employees who are satisfied with company’s communication are 4 times more likely to recommend others (Colorado State University Global Campus, 2014)

Communication Skills Matter

Today’s Presentation: Three Sections

Skills

• Effective Communication

• Ethical Communication

• Professionalism • Intercultural

Business Communication

Strategies

• Writing Tips• Presentation

Delivery• Positive

Messages• Negative

Messages

Channels

• Electronic Messages

• Digital Media• Business

Reports• Plans and

Proposals

Section OneBest Practices: Communication

Skills

The Communication Process:◦ Idea Developed by Sender

Sender forms an idea Simple or complex

◦ Idea Encoded Into a Message Senders encodes idea into a message Includes words, gestures, all efforts to promote understanding

◦ Idea Received Receiver decodes the message Goal is for understanding

◦ Receiver Provides Feedback Receiver gives feedback – verbal reply, body language Sender may need to encourage feedback

Effective Communication & Professionalism

(Guffey and Lowey, 2011)

Success: The “ACE” Method

Analyze

•What is the purpose or desired outcome?

•Who is the audience?

•Determine only info sharing, or need for persuasion

Compose

•Organized and understandable content

•Professional image

•Effective message delivery

Evaluat

e

•Revise, edit, proofread, practice presentation

•Is desired outcome achieved?

•Is there a more effective way to deliver message?

Useful process for verbal and written communication (Snyder and Shwom, 2011)

Communication fails when we don’t consider how others will respond (Snyder and Shwom, 2011)

Communication fails when there is misunderstanding (Guffey and Lowey, 2011)

Four primary obstacles:◦ Bypassing◦ Differing frames of reference◦ Lack of language skills◦ Distractions

(Guffey and Lowey, 2011)

Communication Obstacles

Anticipate the outcome◦ How will the receiver respond to my message?◦ Does the receiver know enough to understand?

Ask for feedback◦ Offer phone number or email on written messages◦ Ask for immediate feedback in conversations

Focus on soft skills◦ Consider if you’ve chosen the best channel for message

delivery (written or verbal)◦ Pay attention to tone, body language, eye contact◦ Mind your manners… and observe the body language of

the receiver

Success: Overcome Obstacles

The expanding market requires global scale companies to adapt to local cultural norms.

Future outlook: Immigrants will account for half of the U.S. work force (Guffey and Lowey, 2011).

Diverse companies are more innovative, better problem solvers, and achieve greater business outcomes (Dotson, 2012).

Intercultural Communication

Applying Effective & Professional Communication to the Intercultural Workplace

Respectful

Language

Ethnicity

Gender

Age

Formal Language

Understand Cultural Norms

Strict Professionalism

Clear Language

Eye Contact

Tone, speed, articulation

Word Choice

(Colorado State University Global Campus, 2014)

Ethics: “conventional standards of right and wrong (Guffey and Lowey, 2011).”

◦ Is it legal?

◦ Is it honest?

◦ What would others think of your choice?

◦ What is your obligation to stakeholders?

Ethical Communication

Know the law◦ Avoid copy right issues, language that violates

anti-discrimination laws, and plagiarism.

Tell the truth◦ Purposeful falsehoods cause misunderstanding –

and maybe illegal fraud.

Don’t substitute facts with opinions◦ Ethical communication can be verified.

Ethical Communication Practices

(Guffey and Lowey, 2011)

Avoid Bias◦ Recognize and report any conflict of interest.

Keep communication clear◦ Chose direct communication that listeners can

follow – intentionally confusing or ambiguous messages are unethical.

Give credit to others◦ Never plagiarize others’ written works, or take

credit for some one else’s great idea

Ethical Communication Practices

(Guffey and Lowey, 2011)

Section TwoBest Practices: Communication

Stategies

3X3 Method – a fluid process for the writer

Remember, business writing goals differ from academic writing goals

Writing Tips

• Analyze• Anticipate• Adapt

Prewriting

• Research• Organize• Compose

Writing • Revise• Proofread• Evaluate

Revising

(Guffey and Lowey, 2011)

Purposeful◦ Solving a problem? Sharing info? Other reason for

presentation?

Persuasive◦ Is your message credible and convincing to the

audience?

Economical◦ Don’t waste anyone’s time. Your message should add

value

Audience Oriented Always ensure meaning and understanding are relayed

in your presentation

Presentation Delivery

(Guffey and Lowey, 2011)

Start by determining the purpose for your presentation

Then, shift all prep focus to the audience◦ Persuasion fails unless message is understood

and perceived a valuable

3X3 Method and ACE Method valuable strategies for any presentation style

Consider if presentation channel achieves audience oriented goals

Presentation Delivery

Situational Considerations

Positive Messages Negative Messages

Routine information Call to action Step-by-step

instructions Thank you notes Sympathy cards

Rejecting requests Declining invites Damage control Personal bad news Avoid legal liability

risks

May consider Direct Approach

May consider Indirect Approach

(Guffey and Lowey, 2011)(Colorado State University Global Campus, 2014)

Section ThreeBest Practices: Communication Channels

Practical Application

Identify Best Communication Delivery

Channel

Purpose

Situation

Audience

Recap: Bringing it all Together

Electronic Messages Channel Audience

◦ 3X3 & ACE – Analyze and Anticipate◦ Be considerate of time – main points in first paragraph

Situation◦ Negative message? Maybe avoid this channel

Purpose◦ Good choice for routine info, requests, and instructions◦ Maybe not best when need to persuade a group

Additional Notes◦ Consider privacy risks◦ Use spell check and review work to promote professional

image◦ Eliminate extra wordy explanations◦ Creates dated and time stamped record – consider legal risk

Audience ◦ May be distracted when receiving your message◦ Should be encouraged to give feedback

Situation◦ Relationship building – general positive good will◦ Damage control

Purpose◦ Helps promote branding and consumer engagement

Additional Notes◦ Blend of written and video messages allows for increased

persuasion opportunities and increased understanding of message◦ Need strategy to control unsolicited negativity from others

Digital Media Channel

Business Presentation Channel Audience

◦ Understand knowledge level◦ Presentation success completely dependent on anticipating audience

response◦ Friendly? Neutral? Uninterested? Hostile?

Situation◦ Consider the environment and minimize distractions◦ Do you need to gain control? Motivate? Educate?

Purpose◦ 3X3 & ACE – info sharing? Persuasion?

Additional Notes◦ 3X3 & ACE – practice, evaluate, and revise deliver method◦ Informative handouts◦ Offer break times◦ Encourage interaction to maintain engagement

Audience◦ Usually has a decision to make or problem to solve◦ Need may require empathy, confidentiality, or other considerations

Situation◦ Informal approach may be for usual business◦ Formal approach may be for larger scope project

Purpose◦ Present explanation of research conducted◦ Outline root causes of problems or key factors for decision

consideration◦ Suggest possible outcomes

Additional Notes◦ Success depends on a confident, educated and professional

presentation

Formal and Informal Business Reports

Organization◦ Include title page and opening letter◦ Table of contents◦ List of charts or images

Executive Summary◦ Concise – highlights key points and purpose◦ Considerate of audience time and values

Body of Report◦ In-depth discussion, analysis, and interpretation

provided◦ Offer conclusions and recommendations

Business Plans and Proposals

Final ThoughtsQuestions?

American Management Association. (2010). AMA 2010 Critical Skills Survey. Retrieved February 22, 2014, from http://www.amanet.org/news/AMA-2010-critical-skills-survey.aspx

Colorado State University Global Campus. (2014). ORG 536 – module 1. Effective, ethical, and professional business communication. Retrieved from https://csuglobal.blackboard.com/bbcswebdav/pid-1290144-dt-content-rid-6223663_2/courses/KEY_ORG536/courseModules_winter2013a/org536_1/org536_1.html

Colorado State University Global Campus. (2014). ORG 536- module 2. Intercultural Communications. Retrieved from https://csuglobal.blackboard.com/bbcswebdav/pid-1290144-dt-content-rid-6223664_2/courses/KEY_ORG536/courseModules_winter2013a/org536_2/org536_2.html

Colorado State University Global Campus. (2014). ORG 536 – module 5. Workplace communication: Positive and negative messages. Retrieved from https://csuglobal.blackboard.com/bbcswebdav/pid-1290144-dt-content-rid-6223667_2/courses/KEY_ORG536/courseModules_winter2013a/org536_5/org536_5.html

Dotson, E. (2012). Setting the stage for a business case for leadership diversity in healthcare: History, Research, and Leverage. Journal of Healthcare Management, 57(1). p. 35-46. Retrieved from www.proquest.com

Guffey, M. & Loewy, D. (2011). Business communication: Process and product (7th ed). Independence, KY: Cengage learning.

Huhman, H. (21 January, 2010). Survey: Research shows employers favor communication skills[Web log post]. Retrieved from http://www.examiner.com/article/survey-research-shows-employers-favor-communication-skills

Snyder, L. G. & Shwom, B. (2011). Teaching effective communication skills with ACE: Analyzing, composing, & evaluating. Journal of Applied Research for Business Instruction, 9 (3). Retrieved from www.proquest.com

References