BUSINESS COMMUNICATION

SUBHAS

COMMUNICATION

The word communication is derived from communis (Latin), meaning common. It stands for a natural activity of all human beings to convey opinions, feelings, information and ideas to others through words (written or spoken), body language, or signs.

Classification of Communication Intrapersonal Communication It is talking to oneself in ones own mind. Examples are soliloquies or asides in dramatic works. [Soliloquy - A dramatic or literary form of discourse in which a character talks to himself or herself or reveals his or her thoughts without addressing a listener. Aside - Out of one's thoughts or mind.] Interpersonal It is the exchange of messages between two persons Eg. Interview, An author communicates interpersonally with his reader, who is always present as a silent audience in the authors mind while he writes. Group Communication It can be among small or large groups like an organization, club or classroom, in which all individuals retain their identity. Mass Communication It occurs when message is sent to large groups of people, for example, by newspaper, radio, television. Communication can also be classified on the basis of the medium employed. Verbal Communication It means communication with words, written or spoken. Verbal communication consists of speaking, listening, writing, reading, and thinking. Non-Verbal Communication It includes using of pictures, signs, gestures and facial expressions for exchanging information between persons. It is done through sign language, action language, or object language. It is a wordless message conveyed through gestures (sign), movements (action language), and object language (pictures/clothes) and so on. Further non-verbal communication can be identified by personal space (proxemics, body language and kinesics), touch (haptics), eyes (oculesics), sense of smell (olfactics) and time (chronemics). [Proxemics is the study of measurable distances between people as they interact Haptics refers to the sense of touch oculesics - Eye contact is a meeting of the eyes between two individuals] All these forms of non-verbal communication need to be understood as they affect and at times contradict the meaning of verbal communication.

Metacommunication Here the speakers choice of words unintentionally communicates something more than what the actual words state. For example, a flattering remark like I,ve never seen you so smartly dressed could also mean that the regular attire of the listener needed improvement.

Purpose of Communication Broadly speaking, in business we communicate to Inform Persuade Communication to Inform (expository communication) is directed by the desire to expose, develop, and explain the subject. It focuses on the subject of the communication. [Expository writing is a type of writing, the purpose of which is to inform, explain, describe, or define the author's subject to the reader.] Example Farming provides most of the food we eat. Our chief food crops are cereals or grains. Cereals like maize, rice, and wheat. We also grow barley and gram. Flies are our deadly enemies because they feed on dirt and rubbish. When they come and crawl over meat, sweetmeats, and cakes with their dirty legs, they leave all kinds of germs behind and thus poison our food. Clearly in the above passages the focus is on the subject Our food or flies- our deadly enemies and the logical presentation of facts associated with flies convinces us about the danger of flies. Communication to persuade The communicator may seek to persuade the reader. In such a form of communication the focus is on the receiver and not the message. For example Home Loan advertisement by HSBC Now your dream home is just a step away from being a reality. Simply get an HSBC home loan and choose from a range of highly flexible repayment options, based on your convenience.

The Linear Model

Communication was considered a one-way process marked by the flow of information from a sender to a receiver.

Sender

Message Message Media

Mes Mes Receiver

Action

According to the linear view, a receiver passively receives the message and acts as directed or desired by the sender. Communication is intended to control/manipulate the receiver. It is assumed that the message, while passing through the medium chosen by the sender, reaches the receiver without any distortion or change. Shannon-Weaver Model C E Shannon and W Weaver were the first to point out that in actual practice; messages can be changed or blocked. Shannons model of communication was first published in the Bell System Technical Journal. It was based on the mathematical or mechanistic view of communication process in which the basic problem is that the message received is not equal to the message sent. He attributed the loss to noise. The Shannon model was, later in 1949 brought out in the mathematical theory of communication, co-authored with Weaver. Weaver introduced feedback as a corrective to noise. However in the Shannon-Weaver model, feedback was not considered to be an integral component because the model conceived the communication process as a linear act and feedback another new act of communication. This is why in the Shannon-Weaver model feedback is shown in dotted lines.

Shannon-Weaver Model (Diagram) given while giving notes

How Communication Takes Place Diagram Given while giving notes Information Source (Ideation) The Communication process begins with the information source. The sender has some raw information. His intention changes that information into a message to be communicated. The source of a message therefore, is the information source of the communication process. [Ideation (idea generation), the process of creating new ideas]

Encoding Having thought over the message, the sender puts it into words (verbal symbols or any other symbolic form of expression). This process is called encoding. Channel (transmission) An appropriate medium oral, written, electronic, in code or a signalling system chosen to send the message is known as channel. Decoding The receiver gets the message through decoding by receiving, understanding, and interpreting the message. Acting The communication process ends with the receiver putting the interpreted message into action, as intended by the sender. Noise The process is open to noise which prevents or distorts communication. Noise may be described as any distortion or hindrance, preventing transmission of the message from the (mind of) sender to the (mind of) receiver. (Noise Bad Handwriting, poor printout, telephone, outside noise) Filters - These are mental in nature. They include attitudes, beliefs, experiences, consciousness of personal status, and the ability to think clearly. Misunderstandings and different problems may arise as the senders message passes through filters plus others such as low interest or involvement in the message or distraction and fatigue causing loss of concentration.

Barriers to Communication NOISE Noise is the first and foremost barrier to communication. It means interference that occurs in a signal and prevents you from hearing sounds properly. Ex. In a factory, for example, the continuous noise mad e by machines makes oral communication difficult. Adverse weather conditions or some fault in the ultramodern telecommunication systems may also spoil the effect. Lack of Planning Communication is not a casual affair. Unfortunately many people take it lightly. The result is that the message to be sent across may not be carefully planned. Some people may not care to choose a suitable time and place that are very necessary for effective communication. Semantic Problems Semantic is the systematic study of meanings. That is why the problems arising from expression or transmission of meaning in communication are called semantic problems.

It is not always necessary for the meaning in the mind of the sender to be the same as in the mind of receiver. Cultural Barriers

Objectives of Communication 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. To Give and receive information To provide advice To provide Counselling To issue orders and Instructions To impart Education and Training To receive suggestions To persuade People To issue warning and notice To improve morale To motivate people To improve discipline

Barriers to Communication Noise Eg. Noise at factory, Telecommunications problem Lack of planning Eg.- Communication is not a casual affair. Unfortunately many people take it lightly. The result is that the message to be sent across may not be carefully planned. Some people may not care to choose a suitable time and place that are very necessary for effective communication. Semantic Problems Eg. - Semantic is the systematic study of meanings. That is why the problems arising from expression or transmission of meaning in communication are called semantic problems. Cultural Barriers EG. USA people love to be called first names, in Britain people like to be addressed by their last names Wrong Assumptions

Socio-psychological barriers Eg. Senior Junior Attitude, Status, Family background Emotions Eg . Anger Selective Perception Filtering Eg. Holding back information, giving information in such a way that it will be seen more favourably by the receiver. Information Overload Poor Retention Poor Listening Goal Conflicts Offensive Style of Communication Insufficient Period for Adjustment Loss by transmission

Business Writing Adaption and Selection of Words

I To communicate clearly, you must adapt to your reader Adaptation means fitting the message to the specific reader. All readers do not have the same ability to understand the message, same vocabulary, same knowledge or same mentality. Adaptation begins with visualizing the reader (Educational level, how he or she thinks), with this in mind form your message. Example Often you will need to write at levels lower than your own Imagine you are writing to less-educated workers, you may need to simplify. You may write differently for highly educated people. Example For readers who are not financially well informed

Last year you companys total sales were $117,400,000 which was slightly higher than the $109, 800,000 total for the year before. After deducting for all expenses, we had $4,593,000 left over for profits, compared with $2,830,000 for 2003. Because of these increased profits, we were able to increase your annual dividend payments per share from the 50 cents paid over the last 10 years. For financially well informed people (Stock brokers, financial managers etc) The corporations investment and advances in three unconsolidated subsidiaries (all in development stage) and in 50 percent-owned companies was $42,200, 000 on December 31, 2000, and the excess of the investments in certain companies over net asset value at dates of acquisition was $1,76,000. The corporations equity in the net assets as of December 31, 2003, was $41,800,00 and in the results of operations for the years ended December 31, 200 and 2001 was $1,350,00 and $887,500 respectively. Dividend income was $750,000 and $388,000 for the years 2003 and 2000, respectively.

Adapting to Multiple readers Adapting to one reader is easy, but to adapt to multiple readers is difficult as all of them may vary in education, knowledge of subject etc). While communicating to all or multiple readers one has to write for the lowest member of the group. One needs to think of Simplicity in adaptation (Simple words, short sentences and short paragraphs)

Suggestions for selecting words Suggestions support simplicity in writing because of 3 reasons Many of us tend to write at too difficult a level. Instead of being ourselves we change character when we write. The writer usually knows the subject better than the reader The results of research support simplicity.

II Select Words that your reader understands

Use Familiar words While selecting a word one must use familiar words, these are everyday words with sharp and clear meanings. One must use their judgment in determining if words are familiar.

E.g. Instead of Terminate use End, perform use do, initiate use begin, discontinue use stop E.g. Unfamiliar words - Company operations for the preceding accounting period terminated with a substantial deficit. Familiar words The Company lost much money last year. Unfamiliar words Ms. Smiths idiosyncrasies supply adequate information for terminating her employment status. Familiar words Ms. Smithss peculiar ways justify firing her.

Use slang and popular clichs with caution One should use such expressions sparingly and always only in informal communication with people who know and appreciate them. Eg. Is that your final answer? (Who wants be be a millionaire) Yo pal, yo buddy etc. Clichs examples - It made my blood boil , The teacher chewed me out, He was mad as a wet hen.

Choose short words A heavy use of long words even long words that are understood leaves an impression of difficulty that hinders communication. Generally short words communicate better. Some exceptions exist Not all short words are easy and all long words are hard (Short words gybe, verd etc. , Long words hippopotamus, automobile, bicycle etc).

III - Use technical words and acronyms with caution All fields have technical words; these words are useful when you communicate with people in your field. One has to use them with caution otherwise it may lead to miscommunication. E.g. When a physician uses the words cerebral vascular accident with other physicians, they understand. Most people would get little meaning from these words, but they could understand a little stroke. One should use initials cautiously While some initials such as IBM, are widely recognized, others, such as XML (extensible markup language), are not. Today legal language has worked its way into business writing words like thereto, herewith. One should replace legal language with plain words.

E.g. The land adjacent thereto can be written the adjacent land without loss of meaning.

IV , V , VII - Notes Given, Continue to VIII in the next slide VII Avoid Discriminatory Words Discriminatory words are words that do not treat all people equally and with respect. Words that discriminate against sex, race, nationality, age, sexual orientation or disability. We often use discriminatory words without bad intent, innocently but not realizing how they affect others.

Suggestions for Non-Discriminatory Words Use Gender-Neutral Words Discriminatory words are that discriminate gender (sexist words). Our language developed in a society in which it was customary for women to work in the home and for men to be the breadwinners and decision makers. As a result our language reflects this male dominance.

Masculine pronouns for Both Sexes Avoid using the masculine pronoun (he, him, his) for both sexes. Historically, of course the word his has been classified as generic that is it can refer to both sexes (But in todays business world people do not agree and are offended by the use of the masculine pronoun in this way). Correction can be done by rewording the sentence.

E.g. Sexist If a customer pays promptly, he is placed on our preferred list. Gender Neutral A customer who pays promptly is placed on our preferred list.

Correction can be done by making the reference plural. E.g. If customer pays promptly, they are place on our preferred list.

Correction can be done by substituting neutral expressions. E.g. If a customer pays promptly, he or she is placed on our preferred list.

Avoid words suggesting Male dominance Many of our words are masculine even though they do not refer exclusively to men Chairman (This word can refer to both sexes, yet it does not sound that way). Instead use Chairperson.

Sexist Salesman Businessman Cameraman Fireman

Gender Neutral Salesperson Business Executive Camera operator Fire fighter

But not all man-sounding words are sexist (Manufacture, Management, History)

Words that lower status by Gender Thoughtless writers and speakers use expressions belittling the status of women. E.g. Male executives sometimes refer to their female secretaries as my girl Ill have my girl take care of this matter.

Avoid Words That Stereotype by Race, Nationality, or Sexual Orientation Words depicting minorities in a stereotyped way are unfair and untrue. E.g. - All Italians are Mafia members. E.g. African Americans can only do menial jobs. E.g. We conducted the first marketing tests in the low-income areas of the city. Using a sample of 200 African-American families, we... These words unfairly suggest that only African Americans live in low-income areas.

Avoid Words That Stereotype by Age Words that label people as old or young can arouse negative emotions. While some do not mind being called senior citizens, others do. One should be sensitive while using terms such as mature, elderly. Some slang terms show lack of sensitivity, words such as brat, retard. Sometimes terms such as young man, young woman, young person may not be appropriate.

Avoid Words That Typecast Those with Disabilities People with disabilities are likely to be sensitive to discriminatory words.

E.g. Instead of describing one as deaf and dumb use deaf. Terms such as crippled and retarded should be avoided. Avoid slang terms such as fits, spells, attacks, use seizures, epilepsy etc.

Construction of Clear Sentences and Paragraphs I The role of adaptation in writing clear sentences Foundation of Adaption Choosing the right words is basic to clear communication. Equally basic is the task of arranging those words into clear sentences. Sentences should be adapted to the minds of intended readers. Use the simpler sentence structures for those less able to understand. Use the more complex structures when appropriate. Even with knowledgeable people, simplicity is sometimes needed for the best communication effect. Readability research tells us that writing communicates best when it does not tax the mind. II Write short, clear sentences by limiting sentence content and economizing on words Emphasis on Short Notes Writing simpler sentences largely means writing shorter sentences. Apparently, the mind can hold only so much information at one time. To give it too much information is to risk miscommunication. Readability research suggests that short means about 16-18 words for middle-level adult readers per sentence. Short sentences do not mean that one should overuse them, or else it would give a choppy effect. One should use moderately long sentences occasionally, because sometimes the information needed to convey a thought requires long sentence. When an employee has changed from one job to another job, the new corresponding coverage will be effective as of the date the change occurs, provided, however, if due to a physical disability or infirmity as a result of advanced age, an employee is changed from one job to another job and such change results in the employees new job rate coming within a lower hourly job-rate bracket in the table, the employee may, at the discretion of the company, continue the amount of group term life insurance and the amount of accidental death and dismemberment insurance that the employee had prior to such change.

An employee may change jobs. The change may result in lower pay bracket. The new coverage is effective when this happens. The job change must be because of physical disability. It can also be because of infirmity. Old age may be another cause. The company has some discretion in the matter. It can permit continuing the accidental death insurance. It can permit continuing the dismemberment insurance. Short sentences can be achieved in two ways 1 By Limiting the Sentence Content Limiting sentence content is largely a matter of mentally selecting thought units and making short separate sentences of most of them. But one should avoid overdoing this suggestion. Too many short sentences gives a choppy effect. 2 By Using Words Economically In general, the shorter wordings saves the reader time and are clearer and more interesting. Avoid Cluttering Phrases An often used uneconomical wording is the cluttering phrase. This is a phrase that can be replaced by shorter wording without loss of meaning. E.g. In the event that payment is not made by January, operations will cease. If payment is not made by January, operations will cease. In spite of the fact that they received help, they failed to exceed the quota. Although they received help, they failed to exceed the quota. Cluttering Phrase At the present time In the near future In a very few cases Shorter Substitution Now Soon Seldom

Eliminate Surplus words To write economically, eliminate words that add nothing to sentence meaning. E.g. His performance was good enough to enable him to qualify for the promotion. His performance was good enough to qualify him for the promotion.

E.g. There are four rules that should be observed Four rules should be observed

Roundabout Constructions - You can write anything in many ways. Some of the ways are direct. Some cover the same ground in a roundabout way. Usually the direct ways are shorter and communicate better. E.g. The department budget can be observed to be decreasing each new year. The department budget decreases each year.

Unnecessary Repetition of Words or Ideas Repeating words obviously adds to sentence length, such unnecessary repetition should be limited unless it is used for emphasis or special effect. E.g. He stated that he believes that we are responsible. He stated that he believes we are responsible. E.g. If you are not satisfied, return it back to us. If you are not satisfied, return it to us. E.g. At the present time, we are conducting two clinics. We are conducting two clinics. III Design sentences that give the right emphasis to content Determining Emphasis in Sentence Design The sentences you write should give the right emphasis to content. Any written Business Communication contains lot of information, not all may be important but some might be, such as conclusion. Sentence length affects emphasis. Short sentences emphasize contents. Longer sentences give less emphasis to their contents. When a sentence contains two or more ideas, the ideas share emphasis. Example You have two items of information to write. One is that the company lost money last year. The other is that its sales volume reached a record high. You could present the information in at least three ways. First, you could give both items equal emphasis by placing them in separate short sentences: The company lost money last year. The loss occurred in spite of record sales. Second, you could present the two items in the same sentence with emphasis on the lost money. Although the company enjoyed record sales last year, it lost money. Third, you could present the two items in one sentence with emphasis on the sales increase

The company enjoyed record sales last year, although it lost money. Determining emphasis is a matter of good judgement. IV Employ unity and clarity in writing effective sentences Giving the sentences Unity For a sentence to have unity all of its parts must combine to form one clear thought. In other words, all the things put in a sentence should have a good reason for being together. Violations of unity in sentence construction fall into three categories: 1) Unrelated ideas 2) Excessive Detail 3) Illogical Constructions. Unrelated Ideas Putting two or more ideas in a sentence is not grammatically wrong, but the ideas must have a reason for being together. They must combine to complete the single goal of the sentence. You can give unity to sentences that contain unrelated ideas in three basic ways Consider this example - Mr. Jordan is a sales manager, and he has a degree in law. You can put ideas in separate sentences Mr. Jordan is our sales manager. He has a law degree. You can make one of the ideas subordinate to the other Mr. Jordan, our sales manager, has a law degree. Or you could add words that show how the ideas are related. Excessive Detail Putting too much detail into one sentence tends to hide the central thought. Excessive detail is another cause of lack of unity. If the detail is important, put it in a separate sentence. This means using short sentences.

Illogical Constructions Illogical constructions destroy sentence unity. Active and passive voice in the same sentence can violate unity. Example First we cut prices, and then quality was reduced. Both clauses active First we cut prices, and then we reduced quality. Mixed constructions also violate unity. Example Because our salespeople are inexperienced caused us to miss our quota.

The inexperience of our salespeople caused us to miss our quota.

Arranging Sentences for Clarity Clear writing requires that you follow the established rules of grammar.

Dangling Modifiers confuse meaning by modifying the wrong words Example - Hoping to excuse my lateness, the note was written and given to my teacher. Hoping to excuse my lateness, I wrote a note and gave it to my teacher. V Compose paragraphs that are short and unified, use topic sentences effectively, show movement, and communicate clearly Care in Paragraph Design Paragraphing shows and emphasizes organization. Paragraphs show the reader where topics begin and end. Paragraphs also help make ideas stand out. Designing paragraphs requires the ability to organize and relate information. It involves logical thinking. Giving the Paragraphs Unity The contents of a paragraph should concern one topic or idea (unity). Unity is not always easy to determine. As all of a message or a report may concern a single topic one could say that the whole message or report has unity. Paragraph unity concerns the next largest unit of thought above a sentence. Keeping Paragraphs Short Generally paragraphs should be short. If your paragraphs have unity, they will be short. Short paragraphs show organization better than long ones. People simply prefer to read writing with frequent paragraph breaks. Most readers prefer to read short paragraphs. (The difference is largely psychological, but it is a very real difference). Readability research suggests that about eight lines for a paragraph is a good average length. (But length can and should vary with need; some good paragraphs may be quite long well over the average).

A good practice is to question the unity of paragraphs over 12 lines. Making Good Use of Topic Sentences One good way of organizing paragraphs is to use topic sentences. The topic sentence expresses the main idea of a paragraph, and the remaining sentences build around and support it. The topic sentence serves as a headline for the paragraph, and all the other sentences supply the story. How a topic sentence should fit into a paragraph depends primarily on the subject matter ant the writers plan. Topic Sentence can come first, it can come last or it can come in the middle of the paragraph. Most commonly it comes in the beginning of the paragraph; the next preferred choice is usually in the last. Leaving Out Unnecessary Detail While writing paragraphs leave out unnecessary details or information. But deciding what to include is a matter of judgement, you can judge best by putting yourself in your readers place. Giving the Paragraphs Movement Good writing has movement. Movement is the writing quality that takes the reader toward the goal in definite and logical steps. The progress is steadily forward step by step. The sentences move step by step to reach the paragraph goal, and the paragraphs move step by step to reach the overall goal.

Writing for Effect I The Need for effect in Writing Business Messages Business Etiquette and the Need for Effect

In Business writing one should maintain the courtesy and friendliness that is so vital to good working relationships. Business Writing requires clarity and planned effect. The goodwill effect is valuable to business.

Email messages or letters written for a company to its customers are examples of such communications. One needs to communicate certain effects that tend to convey a favourable image of the company. Writing should influence human contact; written word is major form of human contact. Writing should display good manners and good business etiquette. Getting the desired effects is a matter of writing skill and of understanding people, it involves keeping certain attitudes in mind and using certain writing techniques. II Use A Conversational Style That Eliminates the old Language of Business and Rubber stamps Conversational Style Writing in conversational language has a favourable effect. Conversational language means language that resembles conversation. It is warm and natural. It is easily understood, it is good business etiquette to use it. Resisting the Tendency to be formal Writing in conversational language is not easy, for we tend to be stiff and formal. When faced with a writing task, we change character, instead of writing in friendly, conversational language. We seek the big word, the difficult word. Example Stiff and Dull Enclosed herewith is the brochure about which you make inquiry. Conversational Enclosed is the brochure you asked about. Stiff and Dull I shall be most pleased to avail myself of your kind suggestion when and if prices decline. Conversational Ill gladly follow your suggestion if the price falls. Cutting Out Rubber Stamps Rubber stamps are expressions used by habit every time a certain type of situation occurs. They are used without thought and do not fit the present situation exclusively. As the term indicates they are used much as you would use a rubber stamp. Rubber stamps are not likely to impress readers favourably.

Example A blessing in Disguise, as good as gold. Expressions from the old language of business are rubber stamps. Example beg to advise, if I can be of any further assistance. You can avoid rubber stamps by writing in your conversational vocabulary. Examples of Advantages of conversational writing over writing marked by old business language and rubber stamps

Dull and stiff Pursuant to this matter, I wish to state that the aforementioned provisions are unmistakably clear. Friendly and Conversational These contract provisions are clear on this point. Dull and stiff Hoping this meets with your approval. Friendly and Conversational I hope you approve. Dull and stiff Kindly advise at an early date. Friendly and Conversational Please let me know soon. III Use the You-Viewpoint to build goodwill You-Viewpoint Writing from the you-viewpoint (also called you-attitude) is another technique for building goodwill in written messages. It emphasizes you and your and de-emphasizes we and our. The you-viewpoint produces goodwill and influences people favourably. The you-viewpoint emphasizes the readers interests. You-viewpoint is an attitude that places the reader in the center of things. Example I am happy to report you-viewpoint - You will be happy to know We are pleased to have your new account. you-viewpoint Your new account is now open for your convenience.

We make Kodak digital cameras for three levels: beginner, intermediate, and professional. you-viewpoint So that you can choose the one camera that is just right for you, Kodak makes cameras for you in three models: basic, standard, and full-featured. We viewpoint We require that you sign the sales slip before we will charge to your account. you-viewpoint For your protection, you are charged only after you have signed the sales slip. Point of Controversy Regarding You- Viewpoint Some say that the you-viewpoint is insincere and manipulative. It can be insincere, but it need not be. you-viewpoint can be used to obvious flattery. you-viewpoint - The objective is to treat people courteously the way they like to be treated. you-viewpoint can be manipulative; one should condemn the goal, not the technique. A middle-ground approach is the best. Use the you-viewpoint when it is the right thing to do. IV Employ Positive Language to achieve Goodwill and Other Desired Effects Accent on Positive Language Whether your written message achieves its goal will depend on the words you use. One can say anything in many ways and each can convey many things.

Effects of Words Positive words are usually best for achieving your message goals. When your goal is to change someones position, positive words are most likely to do the job. Positive words create goodwill atmosphere. Positive words are usually best for persuasion. Negative words tend to produce the opposite effects they stir up resistance and hurt goodwill. Beware of negative words (mistake, problem, no, refuse, loss, failure stop etc). Examples of Word Choice Negative Smoking is not permitted anywhere except the lobby

Positive Smoking is permitted in the lobby only. Negative We cannot deliver until Friday Positive We can deliver the good on Friday Negative We regret to inform you that we must deny your request for credit. Positive For the time being, we can serve you on a cash basis only. V Explain the Techniques of Achieving Courtesy Courtesy Courtesy is a major contributor to goodwill in business documents. Courtesy means treating people with respect and friendly human concern. Courtesy results in a better human climate for solving business problems and doing business. Developing courtesy involve writing in conversational language, employing the youviewpoint, and choosing words for positive effect. Other techniques for being courteous Singling Out Your Reader It involves writing directly for the one reader. Messages that appear routine have a cold, impersonal effect. Messages that appear to be written for one reader tend to make the reader feel important and appreciated. Example Using the readers name in the message is one way to do it. You are correct, Ms. Brock. Refraining from Preaching The effect of courtesy is helped by not preaching (lecturing). Usually preaching is not intended but it often results from efforts to persuade. It is insulting to tell the reader something quite elementary, flat and obvious statements which sound preachy. Example You need, You must.

Doing More Than Expected One sure way to gain good will is to do a little bit more than you have to do for your reader.

We are aware of how helpful little extra acts are in other areas of our personal relationships. The writer of a message refusing a request for use of company equipment, for example, needs only to say no to accomplish the primary goal. This answer, of course, is blunt and totally without courtesy. A goodwill-conscious writer would explain and justify the refusal, perhaps suggesting alternative steps that the reader might take. As the extras add length, they appear not to be concise. But conciseness means word economy- not leaving out essentials. You must take care to use only the extra information you need to reach your goal. Avoiding Anger Rarely is anger justified in messages. It destroys goodwill. Anger helps achieve the goal of a message only when that goal is to anger the reader. Example I cannot understand you negligence. Your careless attitude has caused us a loss in sales.

Being Sincere If your messages are to be sincere people must believe you. Sincerity results from believing in the techniques of courtesy. Your sincerity will show in your writing. Avoid Overdoing the Goodwill Technique Good will effort can be overdone E.g. Too much you-viewpoint sounds insincere. E.g. - We are extremely pleased to be able to help you and want you to know that your satisfaction means more than anything to us. Avoid Exaggeration You should check exaggerated statements. Exaggerations are overstatements. Example words like extraordinary, more than happy, sensational etc. VI Use four major techniques for emphasis in Writing The role of Emphasis Every message contains a number of facts, ideas, and so on that must be presented. Some of these items are more important than others.

Emphasis also determines effect. Every item communicated should get the proper emphasis. There are 4 basic emphasis techniques Emphasis by Position The beginnings and the endings of a writing unit carry more emphasis than the center parts. Space and Emphasis The more space a topic is given, the more emphasis the topic receives. Sentence Structure and Emphasis In sentence arrangement place the more important information in short, simple sentences so that it will not have to compete with other information for the readers attention. Short, simple sentences emphasize content; long involved ones do not. Mechanical means of Emphasis By mechanical devices we mean any of the things that we can do physically to give the printed word emphasis (bold, underline, italics, colour, lines arrows, diagrams, capitals etc). VII You should write messages that flow smoothly Coherence Messages should be coherent. Presenting information in logical order helps coherence. Techniques to maintain coherence Tie-In sentence By structuring your message so that one idea sets up the next, you can skilfully relate the ideas. Sentence can be designed to tie together succeeding thoughts. Good With seven successful year of using computer illustration tools and a degree in scientific illustration, I believe I have the qualifications to do this job. Bad I am 32 years of age, married, and interested in exploring the possibilities of employment with you. Repetition of Key Words Repetition of key words connects thoughts. By repeating key words from one sentence to the next, you can make smooth connections of successive ideas. Use of Pronouns Because pronouns refer to words previously used, they make good transitions between ideas.

Use them time to time in forming idea connections. Use the demonstrative pronouns (this, that, these, those) Example Ever since the introduction of our mode V nine years ago, consumers have suggested only one possible improvement voice controls. During all this time, making this improvement has been the objective of Atkins research personnel. Now we proudly report that these efforts have been successful. Transitional Words Use transitional words in writing. Wherever sharp shifts or breaks in thought flow occur, consider using transitional words. Transitional words tell the thought connection between following ideas. Examples of transitional words - besides, however, therefore, for example, however etc.

Caution Do not use transitional words arbitrarily, make them appear natural. When you use them, however, use them naturally so that they blend in with your writing.

Introduction to Messages and the Writing Process Messages are shorter written presentations of information that occur in business. Messages fall into three basic types Text messages, email, and traditional letters and memorandums. I. Understand the Nature and business of text messaging

Text Messaging Text messages are the newest types of messages. Text messaging use is posed to grow quickly and dramatically. It can be used for variety of business purposes.

Airlines send messages over mobile, lots of business use this mode. TV show American Idol first made many aware, it is being used for polling as well. In text messaging short cuts are accepted if they help meet the objectives and are clear. Some of the common abbreviations are b4, u for you, plz, BTW, nite etc. Text messages should convey ideas completely with minimal need for response. II. Understand the phenomenal growth and nature of Email In just a short time, email has emerged as a mainstream form of business communication. Recent growth of email has been phenomenal.

Evaluating Emails Pros and Cons The reasons for this rapid growth are the advantages email has over other communication forms, especially over its principal competitor, the telephone. Email has grown because it eliminates telephone tag, saves time, facilitates fast decisions, is cheap, and provides a written record. Email has disadvantages like it is not confidential, doesnt communicate the senders emotions well (facial expressions, body movements), may be ignored or delayed as volume of email often makes it difficult for some respondents to read and act on all their messages. III. Follow conventional procedures and organize and write clear email messages Including the prefatory elements The standard elements of emails are To Here the sender places the email address of the recipients. CC If someone other than the prime recipient is to receive a Courtesy Copy, his or her address goes here. Bcc This line stands for blind courtesy copy. The recipient will not know who else is receiving a copy of the message. Subject This line describes the message as precisely as the situation permits. The reader should get from it a clear idea of what the message is about. Attachments Here the sender can attach a file that he/she wishes to send along with the message. The Message The information you are sending goes here. Beginning the Message Email messages begin with the recipients name.

One can change the salutation If the person indicates that informality is desired. A friendly generic greeting such as Greetings is appropriate for a group of people with whom you communicate. Organizing the Contents Organize short messages by presenting information in descending order of importance. Longer messages usually follow more complex patterns. Some long email messages may resemble business reports. Business letters can be communicated by email just as business letters.

Writing the Message: Formality Considerations Email messages are extremely diverse; they run the range from highly informal to formal. Email messages are often written in a fast-paced environment with little time for deliberation. Email language can be categorised as casual, informal and formal. Casual Casual language is the language we use in talking with close friends in everyday situations. Casual language uses slang, colloquialisms, short sentences. Casual language is best limited to your communications with close friends. It would be wise to use casual language when you know your readers well when you know what they expect and prefer casual communication. E.g. Hi Cindy: Hi-five me! Just back from confab with pinheads. Lets meet, my cell, 10 A.M., Wed.? TTFN Brandon Informal - Informal language retains some of the qualities of casual writing. It occasionally may use colloquialisms, but more selectively than in casual writing. It has the effect of conversation, but it is proper conversation not chitchat.

Cindy:

The management team has heartily approved our marketing plan. They were most complimentary. But as you predicted, they want a special plan for the large accounts. As they want it as soon as possible, lets get together to work on it. Can we meet Wednesday, 10 A.M., my office? Formal A formal style of writing maintains a greater distance between writer and reader than informal style. Although there is a tendency to create longer sentences in formal writing, this tendency should be resisted. Writing the Message: General Considerations Conciseness - In the best interest all email messages should be short. Cut nonessentials and write concisely. Frequently in email communication, a need exists to refer to previous email messages, minimize references to previous communications. Clarity Strive for concreteness, vigour and precision. Your sentence should be short and so should be your paragraph. Etiquette Be courteous. We all want to receive courteous and fair treatment. Flaming as the practice of sending abusive or offensive language is called, has no place in business. The skilful use of positive language and you-viewpoint also can be effective in email. Also in the interest of good business etiquette, you will want to let your reader know when no response is required to your email message. Correctness - Because of the fast pace of email communication, some practitioners argue that getting the message out there is the important goal that style need not be a matter of concern. But commercial email represents your company and your brand. Theres no room for excuses. Bad spelling, illogical punctuation, awkward wording does not have room. One should follow grammatical and punctuation aspects. Closing the message End with your name and perhaps a closing statement. Thanks and Regards in case of formal messages. THX and TTFN are often used in casual messages. Today most email software has a signature feature that will automatically attach a signature file to a message. Using emphasis devices

Bold, Italics, colour, graphics, underscoring etc. Dont use solid capital letters, people may think youre shouting.

Using Initialisms Cautiously Their purpose has been to cut message length and to save the writers time. ASAP, BTW, FAQ, FYI, LOL, TIA, TTFN Initialisms are appropriate primarily in casual messages.

Avoiding Inappropriate Use of Email When message is too long Information is confidential message When one needs to convey sensitive issues, as email can make conflict worse. IV. Describe the development of the business letter Traditional Letters Letters are the oldest form. The early civilizations used them Letters are traditional form of business messages. We should know letter format and composition Commonly acceptable letter formats include date, inside address, salutation (Dear Ms. Smith), body and complimentary close (sincerely yours). Other items sometimes needed are attention line, subject line, return address (when letterhead paper is not used) and enclosure information. V. Explain the variations in the forms of memorandums Memorandums Defining Memorandums Memos are a form of letter written inside the business. Email is taking over them. Some memos may be classified as reports. Determining memorandum form Most large companies use standard memo templates or printed memorandum stationery with Date, To, From and Subject headings. On the Form sometimes the word memorandum appears at the top in large, heavy type.

But some companies prefer other titles such as Interoffice Memorandum or Interoffice Communication. Because memos are often short some companies use 5x8.5 inch stationery or the conventional 8.5x11 inch size. Viewing Memorandum Formality Memorandums vary widely in formality. Since memos usually are messages sent and received by people who work with and know one another, they tend to use casual or informal language. Writing memorandums Because the situations involved are similar, the techniques for writing memos and email are similar. Short simple memos are often written in casual or informal language. Most memos are appropriately written in a direct pattern, usually beginning with the most important point and working down. Memos differ from letters Most memos are direct because they concern work information and such information rarely requires preliminary explanation, justification, or persuasion strategies. The writers of memos have less need to be concerned about the effect of their words. Policy Memorandums and Directives Company policies and directives may be written in memo form. They should be somewhat formal, direct, clearly written and well organized. They begin with a topic statement that repeats the subject-line information and includes the additional information needed to identify the specific situation. Clear writing and listing result in good readability. Separate listing of other measures gives order and enhances understanding. Closing personal remarks add to effectiveness. VI. Describe the Process of writing Business Messages The Process of Writing 1. Planning the Message

This is the prewriting stage in which you think through your writing project and develop a plan for doing it.

Then you determine the objective of the message- what the message must do next you predict the readers likely reaction to your objective. 2. Gathering and Collecting the Facts Get the information you need. In a business situation this means finding past correspondence, reports, records etc. 3. Analyzing and Organizing Information If you know your reader will react favourably, then get to direct plan, which means begin with your objective right away. If you know your reader will react negatively, then get to indirect plan, which means the opposite of direct order. 4. Writing the Message With your plan in mind you write the message, write the message striving for clarity and effect. 5. Rewriting Your Work When time permits review your work. Then revise it, Get input from others, Including your instructor. 6. Editing and Presenting the Final Document After you have made all the changes, construct the final draft. Become a proof reader looking for errors of spelling, punctuation and grammar. You make certain the final document represents your very best standards- that it will reflect favourably on you and (in later years) your company. Then you present the message.

Directness in Good-News and Neutral Messages Direct Message in general means beginning with the most important point and working downward. Short messages are in direct order, they need little additional information. Long messages involve unique problems and considerations. Even they can be written in direct order those typically written as letters, formal email messages, or formal memorandums. Preliminary Assessment Begin by assessing the readers probable reaction. A positive or neutral reaction calls for directness, a negative reaction calls for indirectness. The General Direct Plan Beginning with the Objective

Begin with your objective. If you are seeking information start asking for it. If you are giving information, start giving it. Directness saves time for writer and reader. Presenting Any Necessary Explanation In most message situations, some explanations is necessary for your reader to know what is going on, if an explanation helps give it. If explanation is obvious or understood, skip this part. Covering the remaining part of the objective Complete the objective systematically, if additional questions, answers, or such are needed, you cover them by listing them or arranging them by paragraphs. Ending with Adapted Goodwill It is the natural thing for friendly people to do, you need to end the message with some appropriate friendly comment. A more positive reaction results from an individually tailored expression that fits the one case rather the routine rubber-stamp expressions. For E.g.: If you answer these questions about Ms. Hill right away, she and I will be most graceful instead of Thanking You Sincerely. I Routine Inquiries Situation Imagine you writing to someone to seek information. Choosing from Two Types of Beginnings Routine enquiries appropriately begin asking either of two types of questions A specific question that sets up the information wanted- preferably it should be a question that sets up the other questions. For E.g. : If your objective is to get answers to specific questions about test results of a companys product, you might begin with these words Will you please send me the results showing how Duro-Press withstands high temperatures and exposure to sunlight? Second, the opening question could be a general request for information. The specific questions come later. This beginning sentence illustrates a general request: Will you please answer the following questions about Duro-Press fabric? Informing and Explaining Adequately To help your reader answer your questions, you may need to include explanation or information. Explain enough to enable the reader to answer, for e.g.: answers to questions about a computer often depend on the specific needs.

Including the necessary explanatory information depends on the nature of your message. Usually a good place for general explanatory material that fits the entire message is following the direct opening sentence. Place the explanation anywhere it fits logically. Structuring the questions If the inquiry involves just one question, begin with it, you can achieve your primary objective with the first sentence. But if you have to ask a number of questions, make each standout 1.) First by placing each question in a separate sentence, you can use bullet symbols to separate the questions. 2.) Second, you can give each question a separate paragraph, whenever it is logical. 3.)You can order or rank your questions with numbers either by using numeral (1,2,3) or letters (a,b,c). 4.) Fourth you can structure your questions in question form. Instead of asking It would be nice if you would tell me ... you could use the question form Will you please tell me...? You may want to avoid questions that can be answered with a simple yes or no unless you are looking for such a reply. For E.g.: Is the chair available in blue? may not be what you really want to know instead In what colours is the chair available? Ending with Goodwill The goodwill ending described in the general plan is appropriate here, just as it is in most business messages. Reviewing the Order - Routine Inquiry Begin directly with the objective either a specific question that sets up the entire message or a general request for information. Include necessary explanation wherever it fits. If a number of questions are involved ask them. Make the questions stand out (Using bullets, numbers, paragraphs, question form) End with goodwill words adapted to the individual case. Contrasting Examples Old-Style Indirect Message We have seen your advertisement for 3200 square feet of office space in the Daily Journal. As we are interested we would like additional information. Direct and Effective Message Will you please answer the following questions about the 3200 square foot office suite advertised in the June 28th issue of the Daily Journal? It

appears that this space may be suitable for the new regional headquarter we are opening in your city in August. II Inquiries about people Situation You are writing to someone to get information about a person(s). (You are doing a reference check for an applicant). Messages asking for information about people are a special form of routine inquiry. The recommended plan for writing them is virtually the same. But writing them involves two special considerations. Respecting the rights of people While writing to get information one should consider both legal and moral aspects to respect human rights. Ask for information related to the job, you should avoid questions about the persons race, religion, age, marital situation etc. You should ask for information you need for business purposes, you should hold any information received confidentially. Structuring around the one job Structure the questions around the job. Specifically the information you seek should be determined by your needs. What you need is information that will tell you whether the subject is qualified for the job involved. The questions you would ask about an applicant for sales job would be different from an applicant for accounting position. Summarizing the Plan Inquiries about people Begin directly with a general question seeking information or a specific question that set us the entire message. Explain the situation. Cover the additional questions systematically, making certain they cover the work involved and protect subjects rights. End with adapted good will talk Contrasting Examples A scant and Hurried Example Mr. Rowe W Hart has applied to us for employment and has given your name as a reference. He indicates that he worked under your supervision during the period 98-03. An orderly and thorough example - Will you help me evaluate Mr. Rowe W Hart for the position of office manager? In authorizing this inquiry, Mr. Hart indicated that he worked for

you from 98 03. Your candid answers to the following questions will help me determine whether Mr. Hart is the right person for this job. III General Favourable Responses Situation you are answering to an inquiry from a customer, you can answer all questions positively. You need to also favourably respond to a question for which the answer might not be pleasant to the customer. Beginning with the Answer Directness here means giving the readers what they want at the beginning. If there is one question, answer it, if there are more than one, answer the most important and then follow it with priority. An alternative possibility is to begin by stating that you are giving the reader what he or she wants that you are complying with the request. Identifying the Message Being Answered Because this message is a response to another message, you should identify the message you are answering. Such identification helps the reader recall or find the message being answered. Logically arranging the answers If you are answering just one question, you have little to do after handling that question in the opening. If one answer is involved give it directly and completely. If you are answering two or more questions, the body of your message becomes a series of answers, arrange the answers so that each stands out. Skilfully handling the negatives When your response concerns some bad news along with good news, you may need to handle the bad news with care. Sometimes you need to emphasize favourable responses; subordinate unfavourable responses. Place favourable responses at beginnings and ends. Give them more space. Use words to skilfully to emphasize them. Considering Extras You should consider including extras with your answers, for the best in goodwill effect and for reasons of etiquette. Such extras frequently make the difference between success and failure in the goodwill effort. Examples are a comment or question showing an interest in the readers problem, some additional information that may prove valuable, and a suggestion for use of the information

supplied. E.g.: The work you are doing will be valuable to all of us in the industry. We wish you the best of luck in your work and look forward to reading your results. Closing Cordially Reviewing the plan General Favourable Responses Begin with the answer or state that you are complying with the request Identify the message being answered either incidentally or in a subject line Continue to give what is wanted in orderly arrangement. If negative information is involved give it appropriate emphasis. Consider including extras End with a friendly adapted comment. Contrasting IllustrationsAn indirect and hurried response - In response to your question about how many coats are needed to cover new surfaces, I regret to inform that two are usually required. Effective in Direct Response One coat is usually enough for a coverage of 500 square feet of previously painted surface. For the best results on new surfaces, you will want to apply two coats. IV Personnel Evaluations Situation You have been referred by your ex employee, how do you respond to that Personal evaluations justifiably should use the direct order; it is favourable regardless of whether it contains positive or negative information about the employee because the reader is getting information requested. Using Typical Direct Order You identify the message you are answering. You give the information requested in an orderly and logical way, usually organized around the questions asked. And you end with adapted friendly words. Making the report fair and accurate You must report fairly and accurately. Presenting it too positively would be unfair to the reader. You should clearly distinguish between facts and opinions. Prefer facts to opinion. Even if every fact you present is true, the report could be unfair. The reason is negative points stand out. Thus sometimes you may need to subordinate negative points. Proper emphasis may require subordination.

Suggestion for subordination does not mean you should hide shortcomings or communicate wrong information. Subordination does not mean altering the truth. Reports about an applicants age, race, religion, sex, marital status, pregnancy are generally prohibited. Abide by legal requirements regarding information that may be reported. Structuring the plan Personnel Evaluations Begin by 1) answering a question or 2) saying that you are complying with the request. Refer to the inquiry incidentally or in a subject line. Report fairly and accurately, arranging the information systematically, giving each item proper emphasis, and stressing fact rather than opinion. End with an adapted goodwill comment. Contrasting Examples A slow, disorganized and unfair report Probably Mr. Adams greatest weakness is his ability to not to get along with his superiors. He has his own ideas and he sticks to them tenaciously. Even so, he has a good work record with us. He has been with us since 1991. Good organization and fairness in direct report We have always found Mr. Adams honest, straightforward and dependable. He is a man of strong convictions. He has his own ideas and backs them up. He is resourceful and works well without direction. V Adjustment Grants Situation You have done a mistake and you need to sort this out, here you need to grant an adjustment to the other party. So how do you write now? When you can grant an adjustment, the situation is happy one for your customer. You are correcting an error. You are doing what you were asked to do. Good news in adjustment grants justifies directness. Considering Special Needs You begin directly with the good-news answer. But because the situation stems from an unhappy experience, you have to consider two special needs Need to overcome negative impressionsGranting the claim will take care of much of the problem, but some negative thoughts may remain. You need to overcome such negative thoughts. Overcome them through positive writing. In the opening you can do more than just give the affirmative answer. You can add goodwill. E.g.: We value your satisfaction highly. Throughout the message you should avoid words that recall unnecessarily the bad situation you are correcting. Avoid negative words that could be used to describe what went wrong mistake, trouble, damage, loss, problem, difficult etc.

Even apologies may be negative; it emphasizes the negative happenings for which apology is made. Use apologies carefully. Need to regain lost confidenceRegain lost confidence through convincing explanation. What you must do and how you must do depends on the situation. You should tell your reader what has been done as convincingly and positively as you can. If what went wrong was a rare, unavoidable event, you should explain this. Whatever you do must be ethical supported by truth and integrity. Reviewing the plan Adjustment Grants Begin directly with good news. Incidentally identify the correspondence that you are answering. Avoid negatives that recall the problem. Regain lost confidence through explanation or corrective action. End with a friendly, positive comment. Contrasting Adjustments A slow and negative treatment We have received your May 1 claim reporting that our shipment of Old London lamppost lights reached you with 17 broken units. We regret the inconvenience caused to you and can understand your unhappiness. The direct and positive technique - Seventeen carefully packed Old London lamppost lamps should reach your sales floor in time for your Saturday promotion. Our driver left our warehouse today; with instructions to special deliver them to you on Friday. VI Order Acknowledgements Situation You are writing to acknowledge an order given to you from a new customer Acknowledgements are sent to let people who order goods know the status of their orders. But individually written acknowledgements are sometimes justified, especially with new accounts or large orders. Skilfully composed acknowledgements can do more than acknowledge orders, though this task remains their primary goal. They can make the reader want to continue doing business with that company. Acknowledgements can serve to build goodwill. Use directness and goodwill building Directness and goodwill mark the message. You can include a warm expression of thanks for the order, especially when a first order is involved. Being Tactful in Shipment Delays

Sometimes the task of acknowledging is complicated by your inability to send the goods requested right away, when this is the case, you need to handle the news tactfully. You should handle the information you need without appearing to accuse the reader of giving insufficient information. E.g.: Instead of asking You failed to specify the colour of phones you want - So that we can send you precisely the phones you want, please check you choice of colours on the space below. You can handle back-order information tactfully by emphasizing the positive part of the message. E.g.: We cant ship the ink jet cartridges until the 9th, instead you can write We will rush the ink jet cartridges to you as soon as our stock is replenished by a shipment due on May 9. Summarizing the Structure Order Acknowledgements Give status of order, acknowledging incidentally. Include some goodwill sales talk, reselling or such. Include thank you. Report frankly or handle tactfully problems with vague or back orders. Close with adapted, friendly comment. Contrasting Acknowledgements Slow route to a favourable message We look forward to your future orders. Fast moving presentation of the good news We genuinely appreciate your order, we are determined to serve you well in the years ahead. VII Claims Situation You must write to claim for an adjustment, you had ordered for goods and some of them have now reached you in damaged conditions. Claims are written to collect for damages. Typically the offended party calls the matter to the attention of those responsible. Using Directness for bad news Usually bad news situations are handled in indirect order. But claims are exceptions for two good reasons. First, businesspeople want to know when something is wrong with their products or services so they can correct the matter. Second, as we have noted, directness lends strength, and strength in a claim enhances the likelihood of success. Identifying the problem in a direct beginning

Identify the problem in the direct beginning, this you can do early in the message as a part of the direct beginning that tells what went wrong. One way is to put the identification in the subject head in an email message or in the subject line of a letter. E.g.: Damaged condition of fire extinguishers on arrival, your invoice ab1234 Stating the problem directly State the problem clearly in the opening. They should be courteous yet firm. They should cover the problem completely, giving enough information to permit the reader to judge the matter. E.g.: The Model H freezer (Serial No. 1234) that we brought from you on November 17 suddenly quit working, ruining $517 of frozen foods in the process. Giving Choice in Correcting Error Handle the claim either stating what you want or letting the reader decide. How you handle the claim is a matter for you to decide. You have two choices: you can state what you want (money back, replacement) or you can leave the decision to the reader. Overcoming negatives with a friendly close Your final friendly words should show your cordial attitude. For added strength, when strength is needed to support a claim, you could express appreciation for what you seek. Instead of using timeworn Thank you in advance you could use I would be grateful if you could get me the new merchandise in time for my Friday sale. Outlining Claim Message Begin directly. Tell what is wrong. Identify the situation (invoice number, product information, etc.) in text or in subject line. Present enough of the facts to permit a decision. Seek corrective action. End positively friendly but firm. Contrasting Examples of Claim Messages A slow and harsh message - We want the ordered lights immediately or our money back. A firm yet courteous message I am aware, of course, that situations like this will occur in spite of all precautions. And I am confident that you will replace the units with your usual courtesy.

Other direct message Situations Other direct message situations occur. In handling such situations, remember whenever possible, you should get to the goal of the message right away. You should cover any other information needed in good logical order. You should be able to handle them by applying the techniques covered.

Indirectness in bad-news messages

Situations requiring indirectness The indirect order is especially effective when you must say no or convey other disappointing news. The main reason for this approach is that negative messages are received more positively when an explanation precedes them. In addition an explanation cushions the shock of bad news. Usually bad news messages should be in the indirect order. You might want to choose directness in some bad-news situations. If, for example you think that your negative answer will be accepted routinely, you might choose directness. The General Indirect Plan Using a strategic buffer By buffer we mean a beginning part of the message that is designed to overcome or at least reduce the impact of the negative information that follows. Use a buffer in indirect messages. Select the Buffer Strategy Select a strategy for overcoming the readers negative reaction. The strategy you select will depend on the facts of the case. Strategy might be an explanation showing the fairness of a negative action you must take. Whatever you choose, it is what you believe to be the most logical and effective way of preparing the reader to receive the bad news in the most favourable light possible. Setting up your strategy The beginning words of the message should set up the strategy you have developed. Your goal here is to find words that logically lead into your strategy. Developing the strategy After your opening words have set up your strategy, you continue the buffer with the development of the strategy.

You do this without giving away the negative news that follows. Your buffer should be neutral. That is, it doesnt foretell that bad news follows; neither does it suggest good news. Presenting the bad news positively If you have developed your reasoning convincingly, this bad news should appear as a logical outcome. Refuse as positively as the situation permits. In doing so, you must make certain that the negative message is clear that your positive approach has not given the wrong impression. E.g. To illustrate, in a message refusing a request for money back and return of product one could write these negative words: Since you have broken the seal, state law prohibits us from returning the product to stock. Or one could write: State law prohibits us from returning to stock all such products with broken seals. Ending on a Positive note Since even a skilfully handled bad-news presentation is likely to put the reader in an unhappy frame of mind, you should end the message on a happy note. Your goal is to shift the readers thoughts to happier things. End with specially adapted goodwill. I Refused Requests Situation Someone has requested you to donate money for charity, also highlighting the urgency for funds. You cannot afford to fund for the charity at this stage as per your company policy, as you have already distributed funds allocated for this year. How do you write your refusal message to the person requesting funds? Your primary goal, of course is to present this bad news. You could do this easily with a direct refusal. But as a courteous and caring businessperson, you have the secondary goal of maintaining goodwill. Refusing a request involves saying no and maintaining goodwill. Developing the Strategy Finding a fair and reasonable explanation involves carefully thinking through the facts of the situation. Try to imagine how the explanation will be received. Think through the situation looking for a good explanation. Setting up the explanation in the opening

Begin with words that set up the explanation. E.g.: Your organization is doing a commendable job of educating the needy children. It deserves the help of those who are in a position to give it. This beginning, on-subject matter clearly marks the message as a response to the inquiry. It implies neither a yes nor a no answer. The statement It deserves the help of those who are in a position to give it, sets up the explanation. Presenting the explanation convincingly Present you explanation by using positive wording, proper emphasis, convincing logic. Use all your presentation skills in you effort to convince your reader. Handling the refusal positively If you have done your job well, your reader may even support the refusal. Because refusal is the most negative part of your message, you should not give it too much emphasis. Keep your refusal messages away from positions of emphasis, such as paragraph endings. To state the refusal quickly, you should use as few words as possible. State the refusal clearly. State the refusal positively, to do so, you should study carefully the effects of your words. Such harsh words as I refuse, will not, cannot stands out. Avoid timeworn apologies such as I deeply regret to inform you... and I am sorry to say.... E.g.: Instead of writing your insurance does not cover damage to buildings not connected to the house, write your insurance covers damage to the house only. Using a compromise when practical If the situation justifies a compromise, you can use it in making the refusal positive. More specifically, by saying what you can do (the compromise)... you can clearly imply what you cannot do. For E.g.: if you write The best we can do is to (the compromise)... Such statements contain no negative words and usually are as positive as the situation will permit. Closing with goodwill Even a skilfully handled refusal is the most negative part of your message. Because the news is disappointing, it is likely to put your reader in an unhappy frame of mind. To reach your goodwill goal, you must shift your readers thoughts to more pleasant matters.

Your closing subject matter could be almost any friendly remark that would be appropriate. Avoid using timeworn apologies. Outline for Refused Requests Begin with words that indicate response to the request, stay neutral, and set up the strategy. Present your justification or explanation, using positive language and you-viewpoint. Refuse clearly and positively, including a counterproposal or compromise when appropriate. End with an adapted goodwill comment. Contrasting Refusals Harshness in the direct refusal We regret to inform you that we cannot grant your request for a donation to the associations scholarship fund. Tact and courtesy in an indirect refusal Since our budgeted contributions for this year have already been made; we are placing your organization on our list for consideration next year. II Adjustment Refusals Situation Your customer is claiming for a fault in the product which she brought from your company. But you have realized that the fault or damage is due to customers negligence. Your are entitled to refuse the claim. How do you write to such a customer refusing the claim? Determining the strategy In such cases the reader is wrong or perhaps even dishonest. You have good reason to refuse. You use this reason as the strategy of your buffer. Beginning by setting up your reasoning One good way of setting up your strategy is to begin on a point of common agreement and then to explain how the case at hand is an exception. E.g.: You are correct in believing that an 18,000 BTU Whirlpool window unit should cool the ordinary three-room apartment. (The explanation that follows this sentence will show that the apartment in question is not an ordinary apartment). Another way of setting up your strategy is to show that the claim is beyond reasonable. Refusing positively and closing courteously Refuse positively and end with goodwill. E.g.: For reasons you will understand, we can pay only when our employees pack the goods. Compromise In view of these facts, the best we can do is repair the equipment cost.

Review Adjustment refusals Begin with words that are on subject, are neutral as to the decision, and set up your strategy. Present the strategy that explains or justifies, being factual and positive. Refuse clearly and positively, perhaps including a counterproposal. End with off-subject, friendly words. Contrasting Examples Bluntness in a direct refusal I regret to report that we must reject your request for money back on the faded Do-Craft fabric. Tact and indirect order in a courteous refusal Because we do want our fabrics to please, we carefully inspected the photos of Do-Craft Fabric 103 you sent us through our laboratory. It is apparent that each sample has been subjected to long periods in extreme sunlight. Since we have known from the beginning that Do-Craft fabrics cannot withstand exposure to sunlight, we have clearly noted this in all our advertising, in the catalogue from which you ordered. III Credit Refusals Situation You are in a situation where you have to refuse credit to one of your clients as they already have raised enough credits and are still to repay the same. How do you write to refuse credit? Messages that refuse credit are more negative than most refusals. The very nature of credit makes them so. Credit is tied to personal things, such as morals, acceptance in society, character, and integrity. So unless skilfully handled, a credit refusal can be viewed as a personal insult. Such a refusal requires the indirect order and a strategy that demonstrates good business etiquette. Be kind while you are writing, rewards in business are not always measured in money. Other rewards exist, such as the good feelings that come from treating people with courtesy and respect. Being kind to people is profitable in the long run. People who are refused credit still have needs. They are likely to satisfy those needs somewhere. They may have to buy for cash. Selecting the Strategy If you are refusing because the applicant is a bad moral risk, you have a very difficult assignment. You cannot just say bluntly that are refusing because of bad character. In such cases you might choose a roundabout approach. Some credit authorities in US prefer a more direct approach.

If you are refusing because your applicants financial condition is weak, your task is easier. Weak finances are not a reflection on character, for instead of being related to personal qualities, they are related to such factors as illness, unemployment, and bad luck. A popular and appropriate strategy is to begin with a simple expression of gratefulness for the credit application and then lead into a courteous explanation and refusal. If you are refusing because of the readers bad credit morals, you need to say little. E.g.: Our review of your credit record requires that we serve you only on a cash basis at this time. Explanations to weak financial risks with good morals can be more open, but you should select your words carefully to avoid any unintended negative effect. Refuse clearly and positively. Close with positive, friendly words that fit the one case. Preferably avoid anything routine. Structuring the Credit Refusal Begin with words that set up the strategy (explanation), stay neutral, and tie in with the application. Present the explanation. Refuse tactfully to a person with bad moral risk, to a person with weak finances. End with adapted goodwill words. Contrasting Examples Harshness as a result of tactless treatment After carefully reviewing the financial information you submitted, we regret to report that you do not meet our requirement for credit. Courtesy and tact in a clear refusal As soon as you reach the required financial ratio, we would like to review your application again. Meanwhile, we will strive to meet your needs on a cash basis. Other Indirect messages Adapt the techniques discussed.

Indirectness in Persuasion and Sales Messages

Persuasive messages generally are written in the indirect order. While they do not necessarily involve bad news, their goals run contrary to the reader's wishes. The mindset of the reader must be changed before they can be successful. Achieving this change requires indirectness. PERSUASIVE REQUESTS

Situation - As you view the assignment, it is not a routine letter-writing problem. Although the local businesspeople are probably generous, they are not likely to part with money without good reason.

In fact, their first reaction to a request for money is likely to be negative. So you will need to overcome their resistance in order to persuade them. Your task is indeed challenging. Requests that are likely to be resisted require a slow, deliberate approach.

Such a presentation requires that you begin by developing a plan. Determining the Persuasion

Developing this persuasion plan involves using your imagination.

Put yourself in your reader's shoes.

You may be able to show that your reader stands to gain in time, money, or the like. Or you may be able to show that your reader will benefit in goodwill or prestige.

In some cases, you may persuade readers by appealing to their love of beauty, excitement, serenity, or the like.

You may be able to persuade readers by appealing to the pleasant feeling that comes from doing a good turn.