Chapter 6
Choosing the Best
Process and Form
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Chapter
Overview
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Master
title style
• The writing process and effective strategies
• The importance of readable formatting
• The main types and purposes of business messages
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Letters
Memorandums
Email
Text messaging
Instant messaging
Social networking
• The inverted pyramid structure for writing
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Process
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Process
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• Planning the message
– Determining goals
– Analyzing the audience
– Gathering information
– Analyzing and organizing the information
– Choosing a form, channel, and format
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Process
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• Drafting the message
– Avoid perfectionism
– Keep going
– Use any strategies that will keep you working
productively
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Process
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• Revising
– Revising
– Editing
– Proofreading
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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The
Formatting
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toImportance
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style
• Avoid an intimidating document.
• Use formatting devices to enhance readability
and comprehension:
– White space
– Headings
– Short paragraph “chunks”
– Typographical emphasis (e.g., bold, italics)
– Bulleted lists
– Diagrams and pictures
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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MaintoTypes
of Business
Messages
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Letters
Social Media
Text &
Instant
Messages
Memos
Emails
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Letterstitle style
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• The most traditional type of business message
– Used to correspond with people outside the
organization
– Not as formal as they once were
– More than a strategic means to achieve a business
goal—an exchange among real people
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Memorandums
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• Written internally
• More formal than email
• Format
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Date
To
From
Subject
• Share factual, problem-related info; some can be
classified as reports
• A traditional genre being replaced by email
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Emailstitle style
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– Advantages of email
• Quick, low cost
• Eliminates telephone tag
• Speeds up decision making
• Provides a written record
– Disadvantages of email
• Not confidential
• Can be misunderstood or used to avoid difficult
in-person conversations
• May not communicate writer’s emotional
intent
• May be ignored
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Email Mistakes
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1. Using vague subject lines such as “meeting”
2. Hiding the main point
3. Using the “bcc” field to be sneaky in communication
4. Not deleting strings of replies unnecessary to the recipient
5. Ignoring grammar and mechanics
6. Sending long emails
7. Creating long paragraphs
8. Not avoiding emotion
9. Using email when it’s not the best communication channel
10. Forgetting that email is a permanent record
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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& Master
Instant Messaging
ClickTexts
to edit
title style
• Used for promotions, brand awareness, customer
relations
• Typically limited to 150 characters
• Tips
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Cover all critical information.
Keep it short.
Strive for clarity.
Maintain a conversational tone.
Adapt messages to the audience.
Keep language and content professional.
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Social
Networking
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Master
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• Uses
– External communication with customers or clients
– Publicity or product promotion
– Internal communication
– Evaluate potential employees
• Reminder: Nothing on these sites is
confidential. Your employer (or a potential
employer) may view them.
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Print
Onlinetitle
Writing
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editVs.
Master
style
• Web 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
away
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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