baruch 09. business writing

Business Writing Baruch College

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Overview

• In business, the ability to communicate clearly, concisely is a competitive asset …

- For the organization you work for

- For you, from a career standpoint

• Most businesses are 50 years behind the political and entertainment arenas when it comes to communicating.

- Heavy reliance on emails, “push-down” communications, PowerPoint presentations

- Content is inconsistent, loaded with jargon, and largely ignored

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Overview

More than half of all business audiences will ignore internally produced communications

because they consider the content professionally“spun” and sugar coated.

Watson Wyatt

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Environmental Factors

“Mr. Magoo Effect” (Guerilla PR

Wired)

- We’re all overwhelmed by information- 10,000 messages today vs. 1,000 in

1983- What we think we see or hear is really

something different- Comprehension is vague

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Environmental Factors

• Mr. Magoo Effect is compounded by “Data Smog.”

- Brain capacity is inundated- Can only recall soundbites … not all of

it is accurate

- We’re making decisions based on bits of information that mesh with pre-conceived beliefs or perceptions.

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Central Challenge

How do we effectively communicate in a business world where audiences are overwhelmed, highly skeptical and difficult to

reach?

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Central Challenge

• Answer is part …– Content: Ensuring your message is clear, simple and

understandable– Delivery mechanism: Using the right platform(s) at

the right time to communicate your message– Approach: Can’t just create it, send it out, and expect

people to absorb it. Depending on subject you may also have to cascade it through the organization by word of mouth

– Cultural: You have to adapt the way you craft and deliver your messages to the culture you’re in.

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Central Challenge

Formal Communications Channels

emailintranetWebcaststext messagingnewslettersvoice mailblogspodcaststown halls(Credibility levels vary)

All Employees

Organizational Cascade(Word of mouth)

CEOSenior Level ExecsMiddle Mgmt

(Credibility is high)

All Employees

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Context: Know Your Audience

• If you don’t know who you’re communicating to, the message and the delivery are wasted.

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Communications Types

• The three main forms of business communications are:1. Internal-operational communication (what business says to implement its operating plan)2. External-operational communication (communication to outside stakeholders (other business,

the media, Wall Street, government, etc.)3. Personal communication (informal, uncontrolled exchanges of information, i.e., the grapevine).

• Note: Grapevine often carries the most weight and is a major factor in employee satisfaction levels.

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Context: Less is More

“Blessed is the man who, having nothing to say, abstains from giving in words evidence of the fact.”

British Novelist George Eliot

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Context: Conversational Style

• Strive for a conversational style that’s always business like, professional.

• Write the way you talk.

• But don’t overwrite.

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Email: Too Much is Self-Defeating

To: All SupervisorsFrom: Joel Cairo

Hurricane Raoul is about 200 miles south of Charleston, S.C. He is still a Category 5 hurricane with sustained winds of 175 mph … gusts to 220.

He is moving North by Northwest very speedily and will arrive here by midnight. The Hurricane Center expects Raoul to move across South Carolina and then up the East Coast through Atlantic City and points north to Boston before tracking westward ho. We think the track will continue north but who are we to question the experts at the National Weather Bureau? After all, they hired my brother-in-law so how good can they really be? This in indeed as strong a tropical storm as we can ever hope to see in our part of the country. Then again it might peter out and all the fuss will have been for nothing. But right now we know that winds will steadily increase and be strongest around midnight. Lots of rain and thunder-storms expected along with this storm. The storm is expected to move out of the region by tomorrow afternoon but in the meantime coastal areas will have to be carefully monitored and all safety precautions regarding personnel, equipment and facilities will must be taken.

To: All Supervisors

From: J. Cairo

Hurricane Raoul is expected to arrive here by midnight. Thunderstorms and rain will accompany this storm until it moves out of the area by late afternoon tomorrow.

Please take immediate appropriate precautions regarding personnel, vulnerable outdoor equipment, and facilities.

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Composing Power E-mails

Subject Lines

• Create precise attention-getting subject lines:

– Revised Customer Service Procedures

– Action Required: Selecting Your Health Benefits

– Company Announces Second Quarter Earnings Results

– Jet Flyovers Scheduled Today Over Manhattan

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Avoid weak openings

• WEAK: “This is in response to the message I received from you concerning the best time for us to meet …” vs.

• STRONG: “Evan and I can meet with your at 2 pm on Friday to discuss plant safety.”

• WEAK: “The purpose of this email is to inform you that the Maintenance Department will begin work on the following list of various outdoor repairs on June 28, but you need to know that all this depends on the weather …” vs.

• STRONG: “The Maintenance Department will begin work on the outdoor repairs listed below on June 28.”

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Content

• Organize content for easier reading:– Provide the most important information first.– Visualize the details of your message as section of an

inverted pyramid that follow either:• Cause/effect• Problem/Solution

– Or: • Who? Where? • What? Why?• When? How?

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Tone

• Strike a balance between language that seems conversational but is also precise and professional.

• Use contractions (“I’ll call you on Friday if the package doesn’t arrive by noon”).

• Use personal pronouns such as I, we, and you to convey directness.

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Tone

• Avoid using “one” because it’s pontifical (“One should be able to complete the test in an hour”).

• It’s okay to end sentences with prepositions (“Who are you attending the meeting with?”) but don’t overdo it.

• However familiar you may be with the reader, corporate e-mail must reflect a formal cordiality, dignity and seriousness of purpose.

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General Guidelines

• Page 130 of text.

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When to Use Email

• Email works best for direct and non-time sensitive information. Use email when: – Action is required.– You need to reach a lot of people quickly.

BUT …

• Email is the most overused form of communication and the most ignored.

• If your message is urgent you need to say in the subject line so to ensure it’s not ignore or deleted. – But even that won’t guarantee an immediate response.

• Don’t rely on email as your sole communications vehicle. • Follow up in person or with a call if it’s one-on-one.

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Bad Email Habits

• Buried requests sandwiched between unimportant information. – “Hi Bob, I’ve been considering your

new proposal for adjusting the customer service policy. I think we should meet up and talk about it. Your proposal seems actionable, but I have a few concerns …” vs.

– “Hi Bob, When do you want to meet to discuss your proposal for adjusting customer service policy?

• Trying to Be Clever– Don’t try to be witty or sarcastic in

an e-mail and pretend as if everything you say will be taken literally.

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Bad Email Habits

• Bulky Paragraphs– People don’t read e-mails, they

skim. So don’t write an eight sentence paragraph in one chunk.

– If it’s more than six lines split it up in easy to digest paragraphs.

– If the info is really important use a one-line paragraph.

– Multiple pieces of important information? Make a quick bulleted list. (Like this one)

• Playing Email Tag– It’s annoying– Don’t use email to carry on a

conversation.– Use the phone or IM.

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Writing Assignment

• Write an email to your manager or someone you’ve worked for proposing a project you feel passionately about.

• Give the rationale, benefits and why it is important.• Give next steps.• Encourage feedback.

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Ch.1: Effective Writing

Keys to Effective Writing • Recognize that writing is

inherently stressful • Do whatever you can to relax • Don’t dwell on deadline• Think through the assignment• Make sure you understand it• Get coffee• Call someone• Do anything but write.

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Effective Writing Habits

• Pay attention to your environment• You’ll write best where you’re comfortable• Quiet, secluded rooms are often best.

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Ch. 2 Getting Started

• Readable writing makes the best impression – Conveys your ideas with clarity, precision– Reader: I understand every word the writer is trying to express.

BeforeHigh-quality learning environments are a necessary precondition for facilitation and enhancement of the ongoing learning process.

AfterChildren need good schools to learn properly.

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Ch. 2: Getting Started

BeforeIf there are any points on which you require explanation or further particulars we shall be glad to furnish such additional details as may be required by telephone.

AfterIf you have any questions, please phone.

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Ch. 2: Writing Clearly

• Ten Principles of Clear Writing

• Accept the fact that there is no perfect writing … writing is always evolving and can always be improved.

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Ch. 3: Knowing the Reader

What do you need to know before you write?

• What’s the goal/point of the message?

• Is audience internal or external?

• Do you know the reader? • What are the reader’s concerns

or expectations?• Will others (outside of the

primary readers) see this?• How much do they know about

the subject?– Do they have the expertise to

understand the content?

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Ch. 3: Knowing the Reader

Key Points

• The less your reader knows, the more you need to explain by:

– Framing the issue/topic– Providing background or

context– Explaining technical terms,

abbreviations– Using illustrations– Possibly an executive

summary

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Ch. 3: Writing for the Reader

The Basic Roadmap

1. Begin with a topic sentence 2. Provide details to support or

clarify your initial statement3. Conclusion or closing

completes your message and provides a sense of unity with:

– Recommendations– Solutions – Calls for action

• Pages 34-35

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Writing Assignment

• Write a letter to someone you know recommending a movie or book you’ve recently seen

• Explain why they should see the movie or read the book

• Provide details supporting your opening statement

• Develop a conclusion that urges action and tells the reader where they can see the movie or buy the book.

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Final Notes on Resumes

• Present information selectively about your professional experience– Highlight information that

will help you get the job

• Avoid salary listings or expectations – Save that for the interview

• Use action verbs to describe your accomplishments– Page 175 in text.

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Final Notes on Resumes

• Typos are killers– Proof read carefully

• Take credit for what you’ve done but don’t stretch the truth.

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Writing Instructions

• Not the place to show off your writing skills

• Assume the reader knows nothing about how to do this or assembling

• Clarity, simplicity is paramount.

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Tips for Writing Instructions

• Know your audience

• Provide a brief introduction – What is the purpose of

the document– Who should read it– What are outcomes– What it will not do– List of requirements

(what is need for the job)

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• Write each step as a command– “Insert Tab A into Tab B” Not– “Tab B should be inserted

into Tab A”

• Use numbers for commands, bullets for options

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• Use easy to understand visuals

• Use simple words and sentences – Use active words, not

passive– I.e., “Turn the screw three

times to the right.” Not

– The screw is turned three times to the right.”

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Writing Assignment

• Write step-by-step instructional guidelines, i.e., directions, assembly instructions, recipe, etc., that clearly and concisely demon-strate how to do something that you know how to do.

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Effective Presentations

Doug Jeffries on Effective Presentation Skills

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Making Effective Presentations

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• Research has shown that most messages are delivered through nonverbal means– 7 % is conveyed by actual words

or content – 38% is transmitted by tone of

voice and volume of speech – 55% is delivered via non-verbal

information, such as facial expressions, posture, hand gestures, and how you carry yourself

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Body Positioning• Don’t stand directly in front of

your slides, charts, graphs • Place yourself to the left of the

screen as we read from left to right

• Use your hand, pointer, or mouse to direct attention to important points, with the information to your writing-hand side

• Direct all speech at your audience; don't talk into the screen or flip chart

• Don’t hide behind a podium or table, or sit in such a way that some or all audience members cannot see and/or hear you

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Opening and Introduction

• The opening should capture and hold the listeners’ attention

• In the first minute, you should state the problem (need or opportunity) that is the focus of your discussion

• Explain why is it important, who it affects, and how

• Tell them what your going to tell them in response the problem, need, opportunity, or situation

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Delivery• Now tell them what you came

to tell them • Be convincing, know your

material, • Present your logical points in a

confident and organized way • Stress the main points of the

content; reiterate them throughout your presentation

• Be objective and air both positive and negative views where appropriate

• Listeners should be able to build their notes into a near replica of your presentation outline

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Conclusion• Finally, tell them what

you told them • Tie all your ideas

together in a summary that clearly and neatly packages your message

• When you end your presentation, the audience should leave with an unmistakable understanding of your message

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• Follow the 10/20/30 Rule: – A presentation shouldn’t have more than 10 slides– Be no longer than 20 minutes or have slides written in less than

30 point type

• Incorporate the Rule of 3 because we remember in threes (3 Stooges, three blind mice) … and if applicable, leave your audience with three ideas you want them to remember.

• Nonverbal Communications Strategies

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Effective Editing

• Look at your writing with cold eyes

– View your writing objectively

• Read your copy slowly.

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Effective Editing

Proofing vs. Editing

• Proofing is reviewing for mechanical directness (spelling, grammar, etc.)

• Editing focuses on clarity of content, format, tone, organization of ideas.

Edit first, proof last!

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Effective Editing

Revise by Section • Opening

– Introduce your message– Should state your

purpose, topic– Should arouse interest– Be concise

Before

Recent reports show that durable goods orders rose in June for the third month out of four, claims for unemployment are lower this year than during the same quarter of last year, and retail sales are rising.

After

Durable goods order rose for the third consecutive month in June, quarterly unemployment claims decreased, and retail sales rose.

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Effective Editing

Body • Each section must

contribute to message development

• Eliminate excess baggage

• Imagine you are being charged by the word.

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Effective Editing

Body/Before The number of people filing new claims for unemployment insurance in the week ending August 1 fell by 38,000 to 550,000 as the Labor Department received a larger than expected decline in not seasonally adjusted claims.

Labor's seasonal expectation was for a decline of 15,800 claims, but it received a much larger 48,300 decline, pulling down the overall seasonally adjusted number to 550k.

Economists were expecting claims to decline only to 580,000 from the 588,000 claims reported in the previous week. The four-week moving average calculation of first-time claims, which tends to smooth out fluctuations in weekly data, fell by 4,750 to 555,250, its lowest level since January.

Body/AfterThe number of first-time unemployment filers fell by 38,000 to 550,000 on Aug. 1, as seasonally adjusted claims declined more than expected.Officials were looking for a drop of 15,800 claims, but the actual number was much larger at 48,300, which reduced the overall seasonally adjusted number to 550k. Claims were expected to decline to only 580,000 from the 588,000 claims reported in the previous week. The four-week moving average of first-time claims, which tends to smooth out fluctuations in weekly data, fell by 4,750 to 555,250, its lowest level since January.

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Effective Editing

Conclusion • Restate the main

point, or• Summarize main

ideas, or• Draw conclusions, or • Suggest a

recommendation based on previous details

Ex.: As a result of changes in our production schedule, we must hire additional personal immediately.

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Editing Techniques

• Edit only after you've written the entire piece. If you stop to edit after every paragraph or sentence, you will disrupt the flow of your thoughts

• Take a break before starting to edit a longer message so you'll have a fresh perspective.

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Editing Techniques

• Verify the spelling of names, figures, dates, and addresses

• Be sure what you’re quoting is accurate and correct! Otherwise, rephrase the line and omit the quotation marks

• Follow your organization’s style guidelines, e.g., number of words required, font/font size specified, spacing, margins, etc.

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Effective Editing

Editing Content

• Be sure you did not stray from your topic. Are your paragraphs coherent?

• Did you fulfill your purpose for writing that piece?

• Did you provide enough supporting information and data (graphs, charts, figures) to support your purpose statement?

• If applicable, did your article answer the 5 Ws and H? Who, what, why, were, when and how.

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Effective Editing

What about tone and style?

• Does your work reflect your writing style or does it sound like a copied work?

• Did you use the active voice? Are you consistent with the point of view you used?

• Do your title and the words you used match the tone of your piece?

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Effective Editing

Edit for tightness:• Remove redundant and useless

words• Did you vary the length of your

sentences? Combining long with short sentences makes your article easier and more natural to read

• Is the body of your message longer than the introduction (lead)?

– Some writers focus on an effective lead to hook the readers but neglect the body of message.

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Effective Editing

Edit this message

In the second month of the third quarter, we will begin a process that will minimize our energy costs by an estimated 65 percent and reduce our overall carbon footprint.

This process is called “electrical minimization” and it involves the cessation of illumination on floors where occupational activities have ceased after normal working hours.

Illumination devices will cease operations on these floors promptly at 6:00 p.m. Eastern Standard Time.

For this practice to be effective, all employees must comply.

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Proofing vs. Editing

Recap• Proofing is reviewing

for mechanical directness (spelling, grammar, etc.)

• Editing focuses on clarity of content, format, tone, organization of ideas.


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Common Proofreading Errors

• Spelling • Punctuation • Commas • Apostrophes • Periods • Verbs • Subject-verb agreement • Pronouns • Other grammatical errors • Sentence fragments • Misplaced or dangling

modifiers


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Proofreading Techniques

• Read it out loud and also silently

• Read it backwards to focus on the spelling of words

• Use a spell checker and grammar checker as a first screening, but don't depend on them

• Have others read it• Read it slowly.

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• Use a blank sheet of paper to cover material not yet proofed

• Point with your finger to read one word at a time

• Don't proof for every type of mistake at once -- do one proof for spelling, another for missing/additional spaces, consistency of word usage, font sizes, etc.

• If you are editing within Word, use the "track changes" or "mark changes" function to make your comments apparent to other reviewers.

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• Print it and read it.

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• Read down columns in a table, even if you're supposed to read across the table to use the information

• Use editor's flags – Put #s in the document where

reviewers need to pay special attention, or next to items that need to be double-checked before the final proof print

– Do a final search for all # flags and remove them

• Give a copy of the document to someone else and keep a copy yourself.

– Take turns reading it out loud to each other.

– While one of you reads, the other one follows along to catch any errors and awkward-sounding phrases. This method also works well when proofing numbers and codes.

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• First, proof the body of the text. Then go back and proof the headings.

– Headings are prone to errors because copy editors often don't focus on them

• Double check fonts that are unusual (italic, bold, or otherwise different).

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Preparing to Proofread

• Write at the end of the day; edit first thing in the morning

• Listen to music or chew gum

– Proofing can be boring and requires focus and concentration

– Anything that can relieve pressure, while allowing you to still keep focused, is a benefit

• Avoid fluorescent lighting when proofing

– The flicker rate is actually slower than standard lighting

– Your eyes can't pick up inconsistencies as easily under fluorescent lighting.

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Preparing to Proofread

• Read something else between edits. This helps clear your head of what you expect to read and allows you to read what really is on the page.

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Proofreading Examples

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• Samples

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Tone and Style

• Tone, attitude are remembered far longer than content

• Emotions can undo even the simplest messages

– Post no angry or silly messages

• Always strive for a professional tone

• Avoid indifference

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Tone and Style

• Always start with a pleasant or natural sounding opening sentence

• Do not blurt out bad news – provide context, rationale, then deliver the news

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Tone and Style

• State the message directly – Don’t tap dance

around tough issues– Use clear language– Focus on what can be

done• Suggest optimism for

future resolution of issue and close cordially

• Avoid email if possible for bad news – use face-to- face.

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Tone and Style

• Be sensitive to the sound of words

baruch 09. business writing

Education

seasonally

effective

writing assignment

proofreading

effective

editing focuses

writing instructions

maintenance