3x3 Process 2s5b5d

Chapter 4 Writing Process Phase 1: Analyze, Anticipate, Adapt Business Communication: Process and Product, 6e Mary Ellen Guffey Copyright © 2008

The Business Writing Process: Phase 1 Defining Business Communication

Guffey’s 3-x-3 Writing Process

Team Writing

Analyze, Anticipate, Adapt

Reader Benefits and “You” View

Legal and Ethical Responsibilities

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 2

Business Writing Is… Purposeful Persuasive

Economical Reader-oriented

It conveys information and solves problems. Its goal is to make the audience accept the message. It is concise and doesn’t waste the reader’s time.

It focuses on the receiver, not the sender.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 3

Guffey’s 3-x-3 Writing Process Prewritin g Analyze Anticipate Adapt

Writing Research Organize Compose

Revising Edit Proofread Evaluate

The writing process is recursive. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 4

Scheduling the Writing Process Prewritin g about 25 percent of time

Writing about 25 percent of time

Don’t mar your effort by skimping on revising! Mary Ellen Guffey, Business Communication: Process and Product, 6e

Revising about 45 percent for revising, 5 percent for proofing

Ch. 4, Slide 5

Do All Writers Follow the Same Steps?  Writers have different composition styles.  The order of writing steps may vary.  The process is recursive, not linear.  Collaboration and working with a computer affect the writing process.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 6

Do Short Messages Require a Writing Process? The steps may be condensed or performed rapidly, but good writers consider them all. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 7

Writing With Teams: Phase 1 Phase 1: Prewriting

Prewriting Analyze Anticipate Adapt

Team work closely to determine purpose, audience, content, organization

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 8

Writing With Teams: Phase 2 Phase 2: Writing

Writing

Team work separately.

Research Organize Compose

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 9

Writing With Teams: Phase 3 Phase 3: Revising

Revising Edit Proofread Evaluate

Team work together to synthesize, but one person may do final proofreading.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 10

Analyzing and Anticipating: Audience, Purpose Analyze the task

Identify the purpose

Select the right channel

Anticipate the audience

Visualize primary audience

Visualize secondar y audience

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Messag e Ch. 4, Slide 11

Anticipating Three Typical Business Audiences Superiors

Colleagues

Customers

© Comstock Images / Jupiterimages

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 12

Selecting the Best Channel Fax? E-Mail?Letter Memo? Voice mail? ?      

How important is the message? How much is required? How fast is needed? Is a permanent record necessary? How much can be spent? How formal and confidential is the message?

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 13

Adapting to Task and Audience: Eight Steps Spotlight audience benefits.

The warranty starts working for you immediately.

Cultivate the “you” view. You will receive your order. Your is now open. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 14

Adapting to Task and Audience: Eight Steps

Use sensitive language, avoiding gender, race, age, and disability biases. office workers, not office girls doctors/they, not doctor/he or nurse/she

Be conversational but professional. Your report was excellent, not Your report was totally awesome! Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 15

Adapting to Task and Audience: Eight Steps

Express your thoughts positively. you will be happy to… not you won’t be sorry that…

Be courteous. Please complete the report, not You must complete the report!

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 16

Adapting to Task and Audience: Eight Steps

Simplify your language and use familiar words. salary not remuneration begin not commence

Use precise, vigorous words. fax me, not me buy staples, not get those things for me Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 17

Developing Reader Benefits and “You” View Sender-Focused

Receiver-Focused

We are requiring all staffers to complete these forms in compliance with company policy.

Please complete these forms so that you will be eligible for health and dental benefits.

Because we need more space for our new inventory, we are staging a two-for-one sale.

This two-for-one sale makes it possible for you to buy a year’s supply of paper but pay only for six months’ worth.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 18

Developing Reader Benefits and “You” View “I” and “We” View “You” View We take pleasure in announcing an agreement we made with HP to allow us to offer discounted printers in the student store. We are issuing a refund.

An agreement with HP allows you and other students to buy discounted printers at your convenient student store.

We need your number before we can do anything.

Would you mind giving me your number so that I can find your records and help you solve this problem?

You will receive a refund.

I have a few questions on Your is important. which I would like Please answer a few . questions. Mary Ellen Guffey, Business Communication: Process and Ch. 4, Slide Product, 6e

19

Negative Expressions and Their Hidden Messages Negative Expression You overlooked You state that You failed to You claim that You are wrong You do not understand Your delay You forgot to

Hidden Message You are careless But I don’t believe you You are careless It is probably not true I am right You are not very bright You are at fault You are not only inefficient but also stupid and careless!

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 20

Adapting to Legal and Ethical Responsibilities Investment Information

Avoid misleading information, exaggeration, half truths.

Safety Information Warn consumers of risks in clear, simple language. Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 21

Adapting to Legal and Ethical Responsibilities Marketing Information

Avoid statements that falsely prices, performance, quality, or other product features.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 22

Adapting to Legal and Ethical Responsibilities Avoid subjective Human Resources Information

statements in evaluating employees; describe jobrelated specifics objectively. Avoid promissory statements in job ads, application forms, and offer letters.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 23

Adapting to Legal and Ethical ResponsibilitiesAssume that everything is Copyright Information

copyrighted. Understand that Internet items are NOT in the public domain. Observe fair use restrictions.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 24

Four-Factor Test to Assess Fair Use 1. Purpose and character of the use

Is the item to be used for profit or nonprofit?

2. Nature of copyrighted work Is the information necessary for the public good?

3. Amount and substantiality of portion used Is the amount to be copied a small portion of a large work or a substantial portion of a small work?

4. Effect on the potential market for or value of the work. Does the fair-use copying interfere with the author’s potential profit from the original?

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 25

Ensuring Fair Use How can you always be safe?

Ask for permission to borrow.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 26

End Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 4, Slide 27