Bài giảng môn Quản trị kinh doanh - Business writing design

2/ePPT 8BusinessWritingDesignMcGraw-Hill/IrwinThinking through the Written DesignWarren Buffet uses a clear and down-to-earth writing style that really engages readers of his Berkshire Hathaway’s annual report.© Eric Francis/Getty ImagesThe Writing Process1. Generating ideas and prewritingFreewritingprocess of writing all the message ideas that come into your mind nonstop without lifting your pen or pausing at the computerListingcomposing a list of all the things that need to go into the document you plan to writeClusteringdetermining the relationships among the ideas of a messageThe Writing ProcessFIGURE 8.1 ClusteringThe Writing Process2. WritingGathering informationConsidering strategyDirect strategystates the message goal firstIndirect strategywarms up the audience with information and goodwill before delivering the message goalThe Writing Process2. Writing (continued)Outlining and draftingOutlinestructured list of the information to be included in the messageDraftingwriting the first version of text on paper or computer screenAccumulativeRelationalThe Writing Process3. Revising and redrafting Revisingre-vision, looking at the document as if you had never seen it before Re-outliningwriting a new outline based on the original document you wrote Slash and burntotal revision strategy in which you select certain points of a document and then rewrite it using only those points from the original work4. Editing and proofreadingThe Writing ProcessFIGURE 8.2 Slash and BurnBusiness Writing StyleBusiness writing focuses on the audience and how they will interpret and respond to the message.© Ryan McVay/Getty ImagesBusiness Writing StyleThe “You” View“You” viewwriting that is focused on the interests of readersHow Do I Know My Message Has the “You” View?The “You” View Builds Good Public RelationsBusiness Writing StyleShould I Always Use the “You” View?Positive Expression and Reader BenefitsBusiness Writing StyleActive Sentences and Concrete LanguageBusiness Writing StyleActive Sentences and Concrete Language (continued)Business Writing StyleActive Sentences and Concrete Language (continued)Grammatical CorrectnessDesigning Memos and LettersFIGURE 8.3 Components of Letters and MemosDesigning Memos and LettersIntroductionBodyClosingFormattingMarginsFontJustificationDesigning Memos and Letters Memosinternal, written channel of communicationTO: Marion King, CEO, Industrial EnterprisesFROM: Justin Potter, Marketing Director JP.DATE: March 1, 2004SUBJECT: Productivity statistics for fourth-quarter 2003Sample MemosDesigning Memos and Letters Letterstypically an external, written channel of communicationLetterhead stationery or sender’s addressDateRecipient’s addressSalutation: terms of address mixed/open punctuation stylesSubject lineBodyComplimentary closeAddendaSample LetterDesigning Memos and LettersUsing Bias-Free Language Don’t UseTrish was very abrupt at the meeting—she must have her period.The salesman will show you a sample.I can’t locate our waitress.The black lady, who was our lead engineer, took a job at another company.This project will require a lot of manpower.He’s just a loud Italian!We have another person in our legal department, and she’s gay. Bill is the old guy that sits near the window.We hire handicapped people.Writing CollaborativelyHow Does Collaborative Writing Work?each member produces a section of the documentthen one team member compiles various sections to produce draftRevising and Editing Togetherincorporate input from all the members of the teamrecognize a group seldom agrees unanimouslyWriting CollaborativelyPractice Team WritingMake sure collaborative writing is clearly oriented toward shared and defined goals.If a team leader is not designated beforehand, ask the group to choose a leader or coordinator. The leader needs to be a decent writer, but also needs to have a comprehensive vision of the project.Writing CollaborativelyPractice Team Writing (continued)The leader should be responsible for compiling the written input from each team member and then sharing successive drafts with the group.Encourage the team to focus on substantive matters (facts, policies and processes).Writing CollaborativelyPractice Team Writing (continued)Make sure the writing produced has a uniform and consistent voice. Help the team understand that concerns for specific phrasing are often matters of individual taste.Whenever possible, avoid that most tedious exercise—group editing. Meetings set aside for final editing must be strictly time limited.Designing E-Mail MessagesCommunication StyleE-mailinternal and external written channel of communication that transmits messages over the InternetDesigning E-Mail MessagesShould Business Professionals Use Cyberspeak In E-Mail Messages?Privacy IssuesConstructing the MessageDesigning E-Mail MessagesConstruction Format For E-Mail MessagesSubject lineCourtesy copiesSalutationBodyCloseAttachmentsDesigning E-Mail MessagesE-Mail Do’s and Don’tsDesigning E-Mail MessagesE-Mail Do’s and Don’ts (continued)Designing E-Mail MessagesE-Mail Do’s and Don’ts (continued)Sample E-Mail Messages?Questions