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CHAPTER 2: UNDERSTANDING THE WRITING PROCESSAND THE MAIN FORMS OF BUSINESS MESSAGES
TEACHING SUGGESTIONS
This material is probably covered best by lecture and discussion. But some writing could be assigned—especially short, informal email messages. The longer messages are more appropriately handled in the following chapters that review them.
TEXT SUMMARY, LECTURE OUTLINE
Slide 2-1
As you show the title slide, you might open, as this chapter does, with a discussion about the book’s emphasis on writing skills as opposed to other important communication skills (oral, interpersonal, visuals, etc.) You might ask students why they think writing gets so much more attention. They may well have reasons to add to those discussed in Chapter 1 and at the start of this chapter.
Slide 2-2
Using this overview slide, you can point out that this chapter will cover advice that applies to writing all kinds of documents, as well as specific advice on the shorter forms of business communication, or “messages”: letters, memos, email, text messages, and instant messaging.
The Writing Process
Slide 2-3
You might ask students, before discussing this section, to reflect on (write about) their usual process of writing. (If they look stumped, ask them to think about/describe how they tackled a recent writing task.) This exercise can help them see that this chapter probably contains helpful advice for them—advice that will make their end result more effective and the process itself less stressful.
The model on page 23helps students see that the process of writing falls roughly into three stages:
Planning,
Drafting, and
Revising.
But the arrows in the model also show that writers should allow themselves to revisit earlier stages as necessary (that is, allow the process to be recursive). To try to make the process rigidly linear is often counterproductive, especially for inexperienced writers.
As the text says, a good rule of thumb is to spend roughly a third of one’s writing time on planning, a third on drafting, and a third on revising.
Slide 2-4
You can point out that the planning stage corresponds to the first three questions in the problem-solving approach represented in Exhibit 1.8 (Chapter 1, page 18): What is the situation? What are some possible communication strategies? Which is the best course of action? To be able to answer these questions, the writer will perform these activities:
Gathering and collecting information,
Analyzing and organizing the information, and
Choosing a form, channel, and format.
Gathering and collecting information: Solving a communication problem can be viewed as part of solving a larger business problem. In other words, figuring out what to say often involves, as well, figuring out what to do. For example, in addition to going over the sample scenario provided in the text, you can ask your students the following: if, as a manager, you wanted to write an effective message to employees about leaving the parking spaces near the company’s front door available for the customers, what kind of things would you have to figure out before you could write this message? Students should come up with such topics as why the employees should do this, when they should start doing it, where they should park, any special incentive (or implied threat?!) that might encourage them to comply, and so forth. The point is that communicators usually cannot simply go with the information at the tops of their heads. They need to plan what goals they want to accomplish and then gather the ideas and information they will need in order to write the messages that will help them accomplish their goals.
Some activities that can help writers gather information are . . .
Formal research (surveys, library research, and the like—see Chapter 8)
Informal research (such as consulting with others, looking at previous messages for similar circumstances, and so forth)
Listing pertinent ideas/information
Brainstorming
Drawing a diagram of ideas (concept mapping/mind map)
Analyzing and organizing information: Once writers have collected what looks like sufficient information (though they may find later in the process that they need more), they need to analyze it and organize it.
Interpretation and logic help the writer determine what to say and in what order. Clearly, the message’s main points need to be based upon the gathered information, and they need to be arranged in a logical way.
Butadaptationto the reader is critical as well. Which comments in which order will be likely to have the best effect?The reader’s likely reaction will determine whether the message is written in the direct or indirect order and willalso affect the order of the rest of the contents.
Choosing a form, channel, and format: In many textbooks, discussions of form, channel, and format are separate from the discussion about the writing process.But in reality, it is virtually impossible to plan a message without giving at least some preliminary thought to these elements. The medium is not just a container for the message; whether one anticipates writing a letter, email, brochure, web page, text message or some combination of these, and how one anticipates they should look, will significantly affect the planning of the message.
Readable formatting is hugely important in business writing. Business readers are almost always very busy and are, therefore, impatient. And modern media has trained us in general to expect and prefer quick access to information. Any documents that come close to looking like the bad example in Exhibit 2.4(page 26) will run a risk of being misunderstood or, more likely, ignored.
Use the good example (the real memo that was sent) to help students see how white space, headings, typographical emphasis (boldface and italics), and bulleted lists can enhance readability.
Slide 2-5
The drafting stage corresponds roughly to the fourth question in the analytical process presented in Exhibit 1.8 (page 18): what is the best way to design the chosen message? As they draft, writers work out the content, stylistic, organizational, and formatting details.
As the text says, writers should
Avoid perfectionism when drafting
Keep going (write things that suffice; come back later to improve them)
Use any other helpful strategies (write during your most productive time; write in chunks, start with the part you most want to write, etc.)
If you have had students do the exercise described earlier, you can ask them to share any strategies they use to help them with the drafting stage.
Slide 2-6
The most common flaw in students’ writing processes is probably that they do not reviseenough. Impress upon them the critical importance of devoting time to this stage. Even very experienced writers take a good bit of time to review and polish important documents.
Taking a “levels of edit” approach can help students revise in a systematic way. With this approach, one divides the revision stage into three activities:
1.Revising (making any necessary major changes in the document, such as adding more contents, improving the organization, or changing the format)
2.Editing (perfecting the style and flow of the message)
3.Proofreading (catching any spelling/typing/grammatical errors)
Letters
Slide 2-7
Letters are the oldest form dating from the earliest civilizations—Greek, Egyptian, Chinese.
Their form implies a certain formality. Therefore, letters are usually written to external audiences—but not always.
For a review of their formats, see the online supplement on document formatting.
Early emphasis was on a stilted word choice (the “old language of business”).
Now the emphasis is on selecting an effective structure and strategy and on using wording that will build rapport between the communicators.
Memorandums
Slide 2-8
Memorandums are internal letters.
Email has taken over much of their function.
Some are actually reports.
Typically they are arranged in this form:
Memorandum (Interoffice Memo, or such) at top.
Date, To, From, Subject
(Sometimes) Department, Territory, Store Number, Copies to
Slide 2-9
Memosare written much like short, simple email messages to internal audiences. But they can also be used to tackle fairly complex problems and,therefore, will need to follow the advice in Chapters 5-7. They can even be used for reports. They are usually written in the direct order because internal audiences tend to expect directness; but if they are on sensitive topics, they may use the indirect order.
Email is a hugely popular communication channel that has revolutionized both internal and external communication of businesses.
Slide 2-10
Among itsadvantages are the following items:
- Eliminates telephone tag.
- Saves time.
- Speeds up decision making.
- Is cheap.
- Provides a written record.
Slide 2-11
But there are disadvantages:
- Not confidential.
- Doesn’t show emotions.
- May be ignored, missed, or delayed.
Slides 2-12, 2-13
The prefatory elements and beginnings are somewhat standardized:
To, Cc, Bcc, Subject, Attachments, Message
Name of recipient, perhaps a greeting, statement of purpose
Identify yourself early when communicating with someone you don’t know well.
Slide 2-14
Content organization deserves care.
Short, simple messages usually are best in a top-down order (most important to least important). The longer, more complex messages use more strategic organization plans (subject of following chapters).
Slide 2-15
There are five criteria for effective email messages, as the slide shows.
Slide 2-16, Slide 2-17
The formality of email language depends on the relationship between writer and reader.
Casual language is acceptable between friends. It uses contractions, slang, mechanical emphasis devices, everyday conversational talk.
Informal language is right for most messages. It uses short sentences, some contractions and personal pronouns, good conversational talk.
Formal language maintains a distance between writer and reader—no personal references, contractions.
Slide 2-18
Many people in the workplace are awash in email. Hence the importance of conciseness. Talk about the ways for achieving conciseness in emails.
Slide 2-19
The next criterion—clarity—begins with the subject line, which can determine whether your email will get read, deleted, or sent to the junk mail folder. As you discuss how to write clearly, you might look ahead to Chapter 4.
Slide 2-20
Courtesy in email can have several dimensions, as the slide shows. Many a misunderstanding has occurred because a recipient has misconstrued the tone of an email. Because email is a lean medium, the interpersonal warmth needs to be added in the words and emoticons.
In addition, sending a message via email is so quick and easy that one may be tempted to fire off emotional messages before calming down. You might ask students if they’ve ever experienced “flaming.”
As the use of email has grown, cluttered in-boxes have become quite a concern. Ask students to share their experience with “spam” and help them think of ways to avoid inflicting it upon others.
A final use of courtesy is to use the “you-viewpoint,” discussed in Chapter 4. Preview this important concept for them, pointing out that writing an effective email means imagining how it will be received—line by line.
Slide 2-21
When discussing the importance of correctness in email, explain that while it’s tempting to dash off a sloppy message,
errorsare distracting to the reader, and
errorsreflect poorly on the writer and the writer’s business.
Slide 2-22
As for closing the message, most emails end with the writer’s name alone (if the parties know each other). Many writers create an email signature that includes not only of their name but also the company name and contact information. Such a signature really is appropriate only for external audiences or unfamiliar internal audiences.
Sometimes one may find it appropriate to include a complimentary close (“Sincerely,” “Thanks”).
Slide 2-23
Shortcuts may be used to save time.But be certain that the reader understands the ones used. You might ask students which shortcuts they use in their text messaging and ask which they think would be appropriate in business situations.
Text Messaging
Slide 2-24
Text messaging is a relatively new, increasingly popular, form of business communication.
It began with users of mobile phones with messaging capability.It is still used much more for non-business rather than business purposes.But it is seeing growing use in business use—for quick communication to co-workers, promotions, brand awareness, customer relations, and more. Clearly, as the so-called “millenials” join the workforce, use of text messaging will increase.
Most phone carriers enable text messaging
But length limits--160 characters-- result is a frequent use of abbreviations (b4 for before, plz for please, gr8 for great).
Slide 2-25
In writing text messages, take some care.
Plan your message so that the reply can be brief.
Cover all necessary information.
Be brief.
Be clear (and be sure abbreviations will be understood).
Instant Messaging
Slide 2-26
Your students will be probably quite familiar with instant messaging (“IM-ing”). It is essentially real-time text messaging.
The main advantages of instant messaging are that
one can use a relatively easy, conversational style and
one can give and get information almost instantly.
But the drawbacks are that
one may be tempted to be writing incorrectly/too informally,
both parties have to be online at the same time to communicate, and
businesses will likely record and monitor it.
Slide 2-27
Similar to personal use of social networking sites such as Facebook, business use is intended to connect with others. Among these others might be clients, customers, colleagues, and supervisors. Nearly 40 percent of employers are currently indicating that they check social networking sites when hiring new employees. You might ask students what are some differences between personal and professional use of these sites.
Slide 2-28
The final slide reiterates the importance of revision for virtually every writer, no matter how skilled. You might point out how much revising you do yourself, even when writing “simple” email messages.
ANSWERS TO THE CRITICAL THINKING QUESTIONS
1.A fellow student says, “So I’m not a good writer. But I’m a management major. I’ll have secretaries to handle my writing for me.” Give this student your best advice, including the reasoning behind it. (LO1)
First, it will probably take many years before the student has his/her own assistant. Even then, personal computing has moved much of writing work from the secretary to his/her supervisor. It’s unlikely, for example, that even a high-level manager won’t write his/her own emails—which may be the main medium through with the manager manages. But it would be a rare case in which a competent executive would trust the writing of any important messages to a secretary. Executives are executives because they have risen to the top of the organization. They have demonstrated their abilities to do their job—and this includes the ability to write. Executives who need secretaries to write for them should question whether they should be executives.
2.Identify and explain the three main steps in the writing process. (LO1)
See pages 20-25.
3.Think about a writing project that you recently completed. Using the terminology in this chapter, describe the process that you used. How might using different strategies have made the project more pleasant and productive? What helpful strategies did you use, if any, that were not mentioned in this chapter? (LO1)
Evaluate each student’s answer in terms of its use of chapter terminology and its detail.
4.Think about a letter that you received or wrote recently, and explain why it was appropriate to use a letter in this situation. (LO2)
Most students will think of a letter they received from or wrote to an external audience (insurance company, sales letter, etc.), but some may cite formal letters from internal parties (for example, a letter from the university president to the student body, or an official letter of promotion, congratulations, dismissal, or reprimand inside an organization).
5.Explain your prediction. Will hard-copy letters diminish in importance as email remains a standard form of business communication? Become obsolete?Vanish? Explain your prediction. (LO2)
Of course, no one really knows the answer. We think letters will diminish in importance, but they won’t vanish, because they meet a need for formal correspondence that email seems too casual for. A trend some have noticed, though, is that the electronic delivery of letters as email attachments has increased.
6.a. Discuss the reasons for email’s phenomenal growth.