Principles of business comm
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This document provides an overview of principles of business communication. It discusses two main audiences for business communication: internal and external. It also outlines common reasons managers communicate, such as to convey information, aid decision making, and motivate employees. The document then discusses key aspects of effective business communication like organization, tone, and building goodwill. It provides tips for writing for different audiences and contexts in a clear, positive manner.
Principles of business comm
- 1. Principles of Business Communication Buni Yani National Institute of Business Administration Bogor, May 16, 2017
- 3. Chapter 11 Business Communication, Management and Success Reasons / Audiences / Purposes / Benefits & Costs / Criteria / Goodwill / Trends / E-Mail / Analysis / Problem- Solving / Organization / Appearance / Style / Edit / Feedback
- 4. Two Audiences Internal Go to people inside organization Memo to subordinates, superiors, peers External Go to people outside organization Letter to customers, suppliers, others
- 5. Internal Audiences of Sales Manager – West Sales manager West Sales manager Midwest President Sales manager Intnl. VP Marketing VP Sales VP Production VP Finance VP Human Resources District 1 manager District 3 manager District 2 manager Sales repSales rep Sales repSales repSales rep Sales manager East To superiors To peers To subordinates
- 6. Organization’s External Audiences Competitors Trade assns. Employment agencies Distributors Wholesalers Franchisees Retailers AgentsOrgani-Organi- zationzation Customers Clients Stockholders Investors Lenders Subsidiaries Suppliers Legislators Gov. Media Foreign governments and offices Courts Special interest groups General public Potential employees, stockholders, customers Professional services Unions
- 7. T I c k e t Admit One Reasons Managers Communicate To convey information To aid decision-making To create records To motivate employees To save money To send effective messages Good writer$ earn more Good communicators make good managers © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
- 8. Communication Purposes All business communication has 3 basic purposes To inform (explain) To request or persuade (urge action) To build goodwill (make good image) Most messages have more than one purpose
- 9. Benefits & Costs Effective writing Saves time Increases one’s productivity Communicates points more clearly Builds goodwill Poor writing Wastes time Wastes effort Loses goodwill Stiff, legal languageSelfish toneBuried main pointVague requestsMisused words
- 10. Criteria for Effective Messages Clear Complete Correct Saves reader’s time Builds goodwill
- 11. Goodwill = Positive Image A goodwill message-- Presents positive image of writer and organization Treats reader as a person, not a number Cements good relationship between writer, reader 432
- 12. 10 Business Trends 1. Focuses on quality, customers’ needs 2. Entrepreneurship and outsourcing 3. Teamwork 4. Diversity 5. Globalization
- 13. 10 Business Trends, continued 6. Legal and ethical concerns 7. Balancing work and family 8. Changing jobs, multiple careers 9. Rapid change 10. Pervasive technology
- 14. Writing E-Mail Messages Never send angry messages Use ALL CAPS sparingly Send people only messages they need In reply, include only main point of original message
- 15. E-Mail Guidelines Catch reader’s interest in subject line, first paragraph Be discreet; e-mail is not private Apply all good-writing rules Re-read, proofread before sending
- 16. Analyze Situations: Ask Questions What’s at stake—to whom? Should you send a message? What channel should you use? What should you say? How should you say it? Memo
- 17. Solving Business Communication Problems Answer 66 analysis questions Organize information to fit Audiences Purposes Situation Make document look inviting
- 18. Solving Business Communication Problems, continued Revise draft for tone Friendly Businesslike Positive Edit draft for standard English Names Numbers Use replies to plan future messages
- 19. Answer 66 Analysis Questions 1. Who are audiences for message? What are relevant characteristics? How do listeners / readers differ? 2. What are your purposes? What must message do? What must reader know, think, do?
- 20. Answer 66 Analysis Questions, continued 3. What information must you put in? List ALL required points De-emphasize or emphasize properly To de-emphasize Bury in ¶ and message Write / speak concisely To emphasize Place first or last in ¶ and message Add descriptive details
- 21. Answer 66 Analysis Questions, continued 4. How can you support your position? Reasons for your decision Logic behind your argument Benefits to readers if they do as you ask Brainstorm :
- 22. Answer 66 Analysis Questions, continued Big Picture 5. What reader objections do you expect? Plan to overcome if possible De-emphasize negative information 6. What part of context may affect reader reaction? Time of year Morale in organization Relationship between reader / writer
- 23. Organize to Fit Audience, Purpose, Situation 1. Put good news first 2. Put the main point/question first 3. But to persuade reluctant reader, delay the main point/question
- 24. Make Message Look Inviting Use subject line to orient reader Use headings to group related ideas Use lists for emphasis Number items if order matters Use short paragraphs—66 lines max.
- 25. Create Positive Style Emphasize positive information Give it more space Use indented list to set it off Omit negative words if you can Focus on possibilitiespossibilities, not limitations
- 26. Edit Your Draft Double-check these details Reader’s name Any numbers First and last ¶ Spelling, grammar, punctuation Always proofread before sending
- 27. Use Response to Plan Next Message Success = results you want, when you want them Evaluate feedback you get If message fails, find out why If message succeeds, find out why
- 29. Chapter 22 Building Goodwill Goodwill / You-attitude / Positive emphasis / Bias-free / Tone / Power / Politeness / Sexist vs. Nonsexist / Agist vs. Nonagist / People-first language
- 30. Goodwill Goodwill – trust between parties doing business Ways to build goodwill You-attitude Positive emphasis Bias-free language © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
- 31. Build Goodwill with Content Be complete Anticipate and answer reader’s questions Explain importance of information not requested by reader Show readers how message subject affects them
- 32. Build Goodwill with Organization Put first the information of most interest to readers Arrange information to meet reader’s needs, not yours Use headings and lists for key points
- 33. You-Attitude Looks at things from reader’s viewpoint Emphasizes what reader wants to know Respects reader’s intelligence Protects reader’s ego
- 34. 66 Ways to Create You-Attitude 1. Talk about reader, not yourself 2. Refer to reader’s request or order 3. Don’t talk about feelings 4. Use you more often than I 5. Use we when it includes reader 6. In negative situations, avoid you
- 35. Talk About Reader, Not Yourself Do tell how message affects readers Don’t mention writer’s work or generosity Do stress what readers want to know
- 36. Talk About Reader: Examples Lack you-attitude I negotiated an agreement with Apex Rent-a-Car that gives you a discount. We shipped your May 21 order today. Have you-attitude You now get a 20% discount when you rent a car from Apex. The three Birth Year coin sets you ordered will ship today and should reach you by June 6.
- 37. Refer to Reader’s Request or Order Do make specific reference, not generic Do name content of order for person or small business Do cite purchase order number for business that orders often
- 38. Refer to Reader’s Request or Order: Examples Lacks you-attitude We shipped your order today. Have you-attitude The 500 red and gray sweatshirts you ordered were shipped today and will reach you early next week. Your P.O. 7823-N shipped on 11/04 and will arrive within five business days.
- 39. I’m delighted that you’ll be our new sales rep.. Don’t Talk About Feelings Do express your feelings to-- Offer sympathy to reader Congratulate reader Don’t talk about reader’s feelings Don’t predict reader’s response Do give reader good news I am sorryto hearthat yourfather died.
- 40. Don’t Talk About Feelings: Examples Lack you-attitude We are happy to give you a credit line of $2,000. You will be happy to learn that your reimbursement request has been approved. Have you-attitude You now have a $2,000 credit line with VISA. Your reimbursement request has been approved.
- 41. Use You More Often Than I: Examples Do use you in positive situations Do avoid I in printed text Example lacks you-attitude We provide the latest exercise equipment to all full-time employees. Example has you-attitude You have access to the latest exercise equipment as a full-time employee of Adluh.
- 42. We = Managers Use We When It Includes Reader Avoid we if it excludes reader Example lacks you-attitude We here at BB&T want all employees to enjoy the fitness center. Example has you-attitude We will schedule the due date after we meet.
- 43. Avoid You in Negative Situations Protect reader’s ego Avoid placing blame Use passive verbs Use impersonal style Do talk about things Don’t talk about people
- 44. impersonal passive Avoid You in Negative Situations: Examples Lack you-attitude You failed to sign your flexible spending account form. You made no allowance for inflation in your estimate. Have you-attitude Your flexible spending account form was not signed. The estimate makes no allowance for inflation.
- 45. Positive Emphasis Way of looking at situations Writing style focusing on positive Words and information Organization and layout Half empty or half full?
- 46. 55 Ways to Create Positive Emphasis 1. Use positive or least negative words 2. Focus on what reader can do, not limitations 3. Justify negative information Give reasons for it Link it to a reader benefit
- 47. 55 Ways to Create Positive Emphasis, continued 4. Omit unimportant negatives 5. De-emphasize negatives Place in middle Write it concisely
- 48. Use Positive OR Least Negative Words: Examples Negative Never fail to return library books on time. Always return library books on time. Positive Because you failed to pay your bill, your account is delinquent. Your account is past due.
- 49. Negative You will not get your refund check until you submit your official grade report at the end of the semester. Positive To receive your refund check, submit your official grade report at the end of the semester. Focus on What Reader Can Do: Examples
- 50. Negative You cannot take vacation days without prior approval from your supervisor. Positive To ensure that everyone’s duties will be covered, submit your first and second choices of vacation time to your supervisor by May 30. Justify Negative Information: Examples
- 51. Omit Unimportant Negatives When reader does not need the information to act When reader has the information in your previous message When information is trivial
- 52. De-Emphasize Negatives Do put in middle of message and paragraph Don’t put at bottom of page 1 Don’t list vertically Do make it short as you can Do give it only once
- 53. Tone, Power & Politeness Tone – implied attitude of writer toward reader Good tone Businesslike, not stiff Friendly, not phony Confident, not arrogant Polite, not groveling
- 54. Levels of Politeness: Examples High: Would you be able to complete your report by Friday? Progress reports should be turned in by Friday. Please turn in your progress report by Friday. Low: Turn in your progress report by Friday.
- 55. Reducing Bias Bias-free language – words that do not discriminate on basis of Sex Age Race Physical condition
- 56. Make Language Nonsexist Do treat both sexes neutrally Businessman = Business person Woman doctor = Doctor Manning = Staffing Don’t assume everyone is heterosexual or married
- 57. Make Language Nonsexist, continued Do use neutral job titles Actress Repairman Chairman Salesman Foreman Waitress
- 58. Make Language Nonsexist, continued Use Ms. as courtesy title for women Use professional title instead (if any) Use Miss or Mrs. if reader prefers it Determine proper courtesy title for letter address and salutation Omit sexist generic pronouns
- 59. Make Language Nonracist & Nonagist Give age or race ONLY if relevant Refer to a group by term it prefers Don’t suggest competence is rare: She is an asset to her race. He is an active 83-year-old.
- 60. Use People-First Language Do name person first; add disability or disease if relevant Don’t imply that disability or disease defines person Don’t use negative terms, unless audience prefers them (deaf vs. hard of hearing)