The topics discussed in Chapter 8 are business writing design. This chapter includes contents: The writing process, business writing style, designing memos and letters, writing collaboratively, designing e-mail messages.
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Nội dung Text: Lecture Business communication design - Chapter 8: Business writing design
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©2007 by the McGrawHill Companies, Inc. All rights reserved.
- 8
Business
Writing
Design
©2007 by the McGrawHill Companies, Inc. All rights reserved.
McGrawHill/Irwin
- Thinking through the Written Design
Warren Buffet uses
a clear and down-
to-earth writing
style that really
engages readers
of his Berkshire
Hathaway’s annual
report.
© Eric Francis/Getty Images
3
- The Writing Process
1. Generating ideas and prewriting
Freewriting
◦ process of writing all the message ideas that come
into your mind nonstop without lifting your pen or
pausing at the computer
Listing
◦ composing a list of all the things that need to go
into the document you plan to write
Clustering
◦ determining the relationships among the ideas of a
message
4
- The Writing Process
FIGURE 8.1 Clustering
5
- The Writing Process
2. Writing
• Gathering information
• Considering strategy
Direct strategy
◦ states the message goal first
Indirect strategy
◦ warms up the audience with information and goodwill
before delivering the message goal
6
- The Writing Process
2. Writing (continued)
• Outlining and drafting
Outline
◦ structured list of the information to be included in the
message
Drafting
◦ writing the first version of text on paper or computer
screen
Accumulative
Relational
7
- The Writing Process
3. Revising and redrafting
• Revising
◦ re-vision, looking at the document as if you had never
seen it before
• Re-outlining
◦ writing a new outline based on the original document you
wrote
• Slash and burn
◦ total revision strategy in which you select certain points of
a document and then rewrite it using only those points
from the original work
4. Editing and proofreading
8
- The Writing Process
FIGURE 8.2 Slash and Burn
9
- Business Writing Style
Business writing focuses on the
audience and how they will interpret
and respond to the message.
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© Ryan McVay/Getty Images
- Business Writing Style
• The “You” View
“You” view
◦ writing that is focused on the interests of
readers
• How Do I Know My Message Has the
“You” View?
• The “You” View Builds Good Public
Relations
11
- Business Writing Style
• Should I Always Use the “You” View?
• Positive Expression and Reader Benefits
12
- Business Writing Style
• Active Sentences and Concrete Language
13
- Business Writing Style
• Active Sentences and Concrete Language
(continued)
14
- Business Writing Style
• Active Sentences and Concrete Language
(continued)
• Grammatical Correctness
15
- Designing Memos and Letters
FIGURE 8.3 Components of Letters and Memos
16
- Designing Memos and Letters
• Introduction
• Body
• Closing
• Formatting
Margins
Font
Justification
17
- Designing Memos and Letters
Memos
◦ internal, written channel of communication
TO: Marion King, CEO, Industrial Enterprises
FROM: Justin Potter, Marketing Director JP.
DATE: March 1, 2004
SUBJECT: Productivity statistics for fourth-quarter 2003
• Sample Memos
18
- Designing Memos and Letters
Letters
◦ typically an external, written channel of communication
Letterhead stationery or sender’s address
Date
Recipient’s address
Salutation: terms of address
mixed/open punctuation styles
Subject line
Body
Complimentary close
Addenda
• Sample Letter
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- Designing Memos and Letters
• Using Bias-Free Language
Don’t Use
Trish was very abrupt at the meeting—she must have her period.
The salesman will show you a sample.
I can’t locate our waitress.
The black lady, who was our lead engineer, took a job at another company.
This project will require a lot of manpower.
He’s just a loud Italian!
We have another person in our legal department, and she’s gay.
Bill is the old guy that sits near the window.
We hire handicapped people.
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