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Effective Business Writing”, Chapter 4 from the Book Communication for Business Success (Index.Html) (V This is “Effective Business Writing”, chapter 4 from the book Communication for Business Success (index.html) (v. 1.0). This book is licensed under a Creative Commons by-nc-sa 3.0 (http://creativecommons.org/licenses/by-nc-sa/ 3.0/) license. See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and do make it available to everyone else under the same terms. This content was accessible as of December 29, 2012, and it was downloaded then by Andy Schmitz (http://lardbucket.org) in an effort to preserve the availability of this book. Normally, the author and publisher would be credited here. However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed. Additionally, per the publisher's request, their name has been removed in some passages. More information is available on this project's attribution page (http://2012books.lardbucket.org/attribution.html?utm_source=header). For more information on the source of this book, or why it is available for free, please see the project's home page (http://2012books.lardbucket.org/). You can browse or download additional books there. i Chapter 4 Effective Business Writing However great…natural talent may be, the art of writing cannot be learned all at once. - Jean-Jacques Rousseau Read, read, read…Just like a carpenter who works as an apprentice and studies the master. - William Faulkner You only learn to be a better writer by actually writing. - Doris Lessing Getting Started INTRODUCTORY EXERCISES 1. Take a moment to write three words that describe your success in writing. 2. Make a list of words that you associate with writing. Compare your list with those of your classmates. 3. Briefly describe your experience writing and include one link to something you like to read in your post. Something we often hear in business is, “Get it in writing.” This advice is meant to prevent misunderstandings based on what one person thought the other person said. But does written communication—getting it in writing—always prevent misunderstandings? 117 Chapter 4 Effective Business Writing According to a Washington Post news story, a written agreement would have been helpful to an airline customer named Mike. A victim of an airport mishap, Mike was given vouchers for $7,500 worth of free travel. However, in accordance with the airline’s standard policy, the vouchers were due to expire in twelve months. When Mike saw that he and his wife would not be able to do enough flying to use the entire amount before the expiration date, he called the airline and asked for an extension. He was told the airline would extend the deadline, but later discovered they were willing to do so at only 50 percent of the vouchers’ value. An airline spokesman told the newspaper, “If [Mike] can produce a letter stating that we would give the full value of the vouchers, he should produce it.”Oldenburg, D. (2005, April 12). Old adage holds: Get it in writing. Washington Post, p. C10. Retrieved from http://www.washingtonpost.com/wp-dyn/articles/A45309-2005Apr11.html Yet, as we will see in this chapter, putting something in writing is not always a foolproof way to ensure accuracy and understanding. A written communication is only as accurate as the writer’s knowledge of the subject and audience, and understanding depends on how well the writer captures the reader’s attention. This chapter addresses the written word in a business context. We will also briefly consider the symbols, design, font, timing, and related nonverbal expressions you make when composing a page or document. Our discussions will focus on effective communication of your thoughts and ideas through writing that is clear, concise, and efficient. 118 Chapter 4 Effective Business Writing 4.1 Oral versus Written Communication LEARNING OBJECTIVE 1. Explain how written communication is similar to oral communication, and how it is different. The written word often stands in place of the spoken word. People often say “it was good to hear from you” when they receive an e-mail or a letter, when in fact they didn’t hear the message, they read it. Still, if they know you well, they may mentally “hear” your voice in your written words. Writing a message to friends or colleagues can be as natural as talking to them. Yet when we are asked to write something, we often feel anxious and view writing as a more effortful, exacting process than talking would be. Oral and written forms of communication are similar in many ways. They both rely on the basic communication process, which consists of eight essential elements: source, receiver, message, channel, receiver, feedback, environment, context, and interference. Table 4.1 "Eight Essential Elements of Communication" summarizes these elements and provides examples of how each element might be applied in oral and written communication. Table 4.1 Eight Essential Elements of Communication Element of Definition Oral Application Written Application Communication A source creates Jay makes a and Jay writes an e-mail to 1. Source telephone call to communicates a Heather. Heather. message. A receiver receives the 2. Receiver Heather listens to Jay. Heather reads Jay’s e-mail. message from the source. The message is Jay asks Heather to Jay’s e-mail asks Heather to the stimulus or participate in a 3. Message participate in a conference meaning conference call at call at 3:15. produced by the 3:15. 119 Chapter 4 Effective Business Writing Element of Definition Oral Application Written Application Communication source for the receiver. A channel is the way a message The channel is the 4. Channel travels between The channel is e-mail. telephone. source and receiver. Feedback is the message the Heather replies with an e- 5. Feedback receiver sends in Heather says yes. mail saying yes. response to the source. The environment Heather is traveling is the physical by train on a business atmosphere Heather is at her desk when 6. Environment trip when she where the she receives Jay’s e-mail. receives Jay’s phone communication call. occurs. The context Heather expects Jay Heather expects Jay to dial involves the to send an e-mail and connect the call. Jay psychological with the call-in expects Heather to check 7. Context expectations of information for the her e-mail for the call-in the source and call. Jay expects to do information so that she can receiver. so, and does. join the call. Also known as Heather calls in at noise, 3:15, but she has interference is missed the call Heather waits for a phone anything that 8. Interference because she forgot call from Jay at 3:15, but he blocks or distorts that she is in a doesn’t call. the different time zone communication from Jay. process. As you can see from the applications in this example, at least two different kinds of interference have the potential to ruin a conference call, and the interference can exist regardless of whether the communication to plan the call is oral or written. Try switching the “Context” and “Interference” examples from Oral to Written, and you will see that mismatched expectations and time zone confusion can happen by phone or by e-mail. While this example has an unfavorable outcome, it points out a way in which oral and written communication processes are similar. 4.1 Oral versus Written Communication 120 Chapter 4 Effective Business Writing Another way in which oral and written forms of communication are similar is that they can be divided into verbal and nonverbal categories. Verbal communication involves the words you say, and nonverbal communication involves how you say them—your tone of voice, your facial expression, body language, and so forth. Written communication also involves verbal and nonverbal dimensions. The words you choose are the verbal dimension. How you portray or display them is the nonverbal dimension, which can include the medium (e-mail or a printed document), the typeface or font, or the appearance of your signature on a letter. In this sense, oral and written communication are similar in their approach even as they are quite different in their application. The written word allows for a dynamic communication process between source and receiver, but is often asynchronous1, meaning that it occurs at different times. When we communicate face-to-face, we get immediate feedback, but our written words stand in place of that interpersonal interaction and we lack that immediate response. Since we are often not physically present when someone reads what we have written, it is important that we anticipate the reader’s needs, interpretation, and likely response to our written messages. Suppose you are asked to write a message telling clients about a new product or service your company is about to offer. If you were speaking to one of them in a relaxed setting over coffee, what would you say? What words would you choose to describe the product or service, and how it may fulfill the client’s needs? As the business communicator, you must focus on the words you use and how you use them. Short, simple sentences, in themselves composed of words, also communicate a business style. In your previous English classes you may have learned to write eloquently, but in a business context, your goal is clear, direct communication. One strategy to achieve this goal is to write with the same words and phrases you use when you talk.
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