Bài giảng Business Communication - Chapter 6 Choosing the Best Process and Form

Chapter 6Choosing the Best Process and Form© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. The writing process and effective strategiesThe importance of readable formattingThe main types and purposes of business messagesLettersMemorandumsEmail Text messagingInstant messagingSocial networkingThe inverted pyramid structure for writingClick to edit Master title styleChapter OverviewClick to edit Master title styleThe Writing ProcessPlanning the messageDetermining goalsAnalyzing the audienceGathering informationAnalyzing and organizing the informationChoosing a form, channel, and formatClick to edit Master title styleThe Writing ProcessDrafting the messageAvoid perfectionismKeep goingUse any strategies that will keep you working productivelyClick to edit Master title styleThe Writing ProcessRevisingRevisingEditingProofreadingClick to edit Master title styleThe Writing ProcessAvoid an intimidating document.Use formatting devices to enhance readability and comprehension:White spaceHeadingsShort paragraph “chunks”Typographical emphasis (e.g., bold, italics)Bulleted listsDiagrams and picturesClick to edit Master title styleThe Importance of FormattingClick to edit Master title styleMain Types of Business MessagesThe most traditional type of business messageUsed to correspond with people outside the organizationNot as formal as they once wereMore than a strategic means to achieve a business goal—an exchange among real peopleClick to edit Master title styleLettersWritten internallyMore formal than emailFormatDateTo FromSubjectShare factual, problem-related info; some can be classified as reportsA traditional genre being replaced by emailClick to edit Master title styleMemorandumsAdvantages of email Quick, low costEliminates telephone tagSpeeds up decision makingProvides a written recordDisadvantages of emailNot confidentialCan be misunderstood or used to avoid difficult in-person conversationsMay not communicate writer’s emotional intentMay be ignoredClick to edit Master title styleEmailsUsing vague subject lines such as “meeting”Hiding the main pointUsing the “bcc” field to be sneaky in communicationNot deleting strings of replies unnecessary to the recipientIgnoring grammar and mechanicsSending long emailsCreating long paragraphsNot avoiding emotionUsing email when it’s not the best communication channelForgetting that email is a permanent recordClick to edit Master title styleTop 10 Email MistakesUsed for promotions, brand awareness, customer relationsTypically limited to 150 charactersTipsCover all critical information.Keep it short.Strive for clarity.Maintain a conversational tone.Adapt messages to the audience.Keep language and content professional.Click to edit Master title styleTexts & Instant MessagingUsesExternal communication with customers or clientsPublicity or product promotionInternal communicationEvaluate potential employees Reminder: Nothing on these sites is confidential. Your employer (or a potential employer) may view them.Click to edit Master title styleSocial NetworkingWeb readers read an average of 20% of words on the page (Jakob Nielson, usability expert).Nielson notes that Web text is non-linear.Bulleted lists and quick chunks of information are preferred.When users visit websites, they do so to “do something.”Bottom line information should be shared right awayClick to edit Master title stylePrint Vs. Online Writing