TIP SHEET: effective communication

Emphasizing important information:

Put the information first or last in the sentence
Put the information at the front or end of the paragraph
Put the important idea in an independent clause, preferably in a simple
emphatic sentence
Use a specific expression rather than a general one, such as in
financially sound investment rather than a dependable investment
Label the idea with expressions such as more importantly, the principal
reason, or the best alternative
Use the active voice to emphasize who is performing the action
Use the passive voice to emphasize the recipient of the action or the
action
De-emphasizing information to soften the impact:
Use general, rather than specific, words (the airlines lost some
luggage, rather than the airlines lost 1,200 bagsfor this reason we
received some complaints rather than 1,200 complaints.
Place the idea in a dependent clause connected to an independent
clause containing a positive idea
Place the information in the middle of a long complex or compoundcomplex sentence and in the middle of a paragraph
Use the passive voice to de-emphasize the subject who is performing
the action
Active versus passive voice:
Use the active voice for most professional correspondence
Use the active voice to emphasize the subject that is performing the
action (The team helped her.)
Use the passive voice to emphasize the recipient of the action or the
action. (He was helped by the team.)
Use the passive voice to convey objectivity
Use the passive voice to convey negative information
The passive voice uses a helper verb
The passive voice buries the subject in a prepositional phrase: by. or
omits it altogether. (The subject is who or what is performing the
action.)

Reader-centered writing:
Use conversational language
Adopt plain language
Use familiar words
Highlight audience benefits
Develop a you view
Use positive language
Use inclusive language
Avoid hidden messages
Choose courteous language
Direct pattern of organization:
Main idea comes first followed by details and explanations
Saves reader time
Sets proper frame of mind
Prevents frustration
Businesslike
Announce, inform, or engage neutral or positive audiences
Use strategies to emphasize information
Indirect pattern of organization:
Explanation precedes main idea
Respects feelings
Encourages listening
Minimizes negative reactions
Educate, persuade, and calm adverse audiences
Open with a neutral or empathetic stance
Provide the reasons or details before the claim
Provide closure by looking forward positively
Use strategies to de-emphasize information