Strategies of Business Writing for Effective Communication

1、 Strategies of Business Writing for Effective Communication Acknowledgement I thank all those who have helped to make this a better paper than it would otherwise have been. Among them, I am especially grateful to Professor Zhang Chunhong, my supervisor, for his indispensable help in polishing this p

2、aper at every stage and for his kindness extended to me by furnishing reference materials My sincere gratitude also goes to my dear parents, Zhou Aiying and Fan Ande. Their unselfish love and support encourage me to go on with my study. Last but not least, I thank all the professors on the thesis de

3、fense panel for their great efforts in reviewing and appraising my paper. Abstract Business communication, in short, is the process of transferring commerce- related information from someone who has it to someone who needs it, through the use of special forms and techniques designed to enhance the r

4、eceivers comprehension of and response to that information. Business writing, a useful means of business communication, is extremely important in the daily transactions of exchanging information, ideas and plans; ordering needed supplies; and making decisions, rules, proposals, contracts, agreements

5、, etc. Strategies applied in business writing are of great significance to effective communication. Therefore, this thesis starts from the importance of effective communication. The first chapter explains the definition of communication and effective communication, the components, the qualities and

6、principles, the significance，and the main obstacles of effective communication. Chapter Two is concerned with message strategy in business writing. The study of the Audience Memory Curve reveals the influence of the communication process upon the memory of the audience, thereby leading to the two ba

7、sic strategies the direct approach and the indirect approach. Chapter Three focuses on the specific contents of the direct approach, which is applied popularly in writing good-news messages and routine news messages. Such linguistic features as how to arrange the separate parts of a message into an

8、organic whole with unity and coherence are illustrated with plenty of examples from various business occasions, and supported by to-the-point comments on the use of language. The fourth chapter, which is a counterpart of Chapter Three, centers on the indirect approach, which is employed in communica

9、ting bad news. Compared with affirmative replies or routine communication, saying No requires greater language skills. As the use of language is more a matter of application and practice than a matter of theory and guidelines, Chapter Four provides contrasted sample writings to show the effects of d

10、ifferent language expressions, again with apt comments. In the fifth chapter, the author gives additional tips for business writing like conversational style and increase of word knowledge. Key words: Audience Memory Curve, the direct approach, the indirect approach, effective communication. 内容摘要内容摘

11、要 商务沟通，简而言之，是为了提高对信息的理解能力和回应能力，通过使 用特殊的形式和技术，把技术信息从来源者传送到需求者的一个过程。 商务写作，作为沟通的重要方式之一，在日常商务运作, 如交流信息、想 法、计划, 订购所需物资，以及拟定决策、规则、建议、合同、协议等活动中, 起到了重要的作用。写作策略的运用在有效的商务沟通中显得尤为重要。本论 文从有效沟通的重要性出发，在第一章中阐述了有效沟通的定义，有效沟通所 涵盖的组成要素，有效沟通的特性和原则，有效沟通本身所具有的意义以及在 现实中所面临的障碍。第二章着重论述商务写作中的消息策略。作者通过对 “听众记忆曲线”的研究，阐述了整个沟通过程在听

12、众记忆中所留下的印象， 从而引导出两大基本沟通策略 直接法和间接法。第三章重点介绍直接法的 具体内容和它在“好消息”写作和日常业务信函写作中的广泛应用。本章论述 了如何把消息的各个部分统一连贯地组成一个有机的整体, 并举出了不同商务 场合的大量沟通实例，采用“逐点对应”的方法对语言用法一一评论。第四章 与第三章互为补充,讨论的是在交流坏消息时用到的间接法,与积极肯定的沟通 和日常交流相比，拒绝对方需要更巧妙的语言技巧。由于语言的使用虽然是个 理论研究课题，但更需要通过实践和应用来提高和加强，因此第四章通过对不 同范文的对比，加以适当的评论，来展示不同的语言表达产生的效果反差。在 第五章中，作者

13、对于商务写作又补充了一些其他的建议，如采用对话式的写作 风格和增进对字、词知识的理解和掌握等。 关键词关键词：听众记忆曲线，直接法，间接法，有效沟通 Contents ACKNOWLEDGEMENT.2 ABSTRACT.3 CHAPTER ONE: THE SIGNIFICANCE OF EFFECTIVE COMMUNICATION.7 INTRODUCTION.7 1.1 DEFINITION OF COMMUNICATION AND EFFECTIVE COMMUNICATION.8 1.2 COMPONENTS OF EFFECTIVE COMMUNICATION.8 1.2.1 S

14、ource.8 1.2.2 Audience.8 1.2.3 Goal.8 1.2.4 Context.9 1.2.5 Message.9 1.2.6 Media.9 1.2.7 Feedback.9 1.3 THE QUALITIES OF EFFECTIVE COMMUNICATION.10 1.3.1 Accuracy.10 1.3.2 Clarity.10 Clarity of thinking.11 Clarity of expression .11 1.3.3 Brevity.11 1.3.4 Vigor.12 1.4 PRINCIPLES OF EFFECTIVE COMMUNI

15、CATIONS.12 1.4.1 Positiveness and optimism.12 1.4.2 Tact.13 1.5 SIGNIFICANCE OF EFFECTIVE COMMUNICATION.14 1.5.1 Creating a good reputation.15 1.5.2 Saving time and money.15 1.6 MAIN OBSTACLES TO EFFECTIVE COMMUNICATION.16 1.6.1 Communication problems in conventions of meaning.16 Miscommunicated ins

16、tructions .16 Reactions to denotations, connotations and euphemisms .16 1.6.2 Communication problems in perceptions of reality:.17 Abstracting.17 Inferring.17 1.6.3 Communication problems involving values, attitudes, so are challenges and opportunities for those with the right attitude and preparati

17、on. When we combine the principles of effective business communication with common sense, we excel in our dealing with others. Effective communication depends to a large extent on insights into human nature and on the ability to get desirable responses by meeting expectations. It is a complex proces

18、s that involves context, source, message, medium, audience and feedback. To be effective communicators, we must realize that human beings mental filters and experiences differ, resulting in different attitudes, abilities, skills, cultural customs, and even meanings of the words we use. Our message m

19、ay not always be understood. We may have problems of miscommunicated instructions with denotations, connotations and euphemisms interfering with messages between sender and receiver. Above all, we should try to understand our audience, the receivers of our message, and keep an open mind in order to

20、get as many accurate facts as possible and then conduct effective communication with each other. 1.1 Definition of communication and effective communication Communication is a process of transmitting and receiving verbal and nonverbal messages, and it is considered effective when it achieves the des

21、ired reaction or response from the receiver. Simply stated, communication is a two way process of exchanging ideas or information11. Communication and effective communication are not the same thing. Effective communication occurs only when individuals achieve a shared understanding, stimulate others

22、 to take actions, and encourage people to think in new ways. 1.2 Components of effective communication A communicator or source sends a message to a receiver or audience, provoking a response. On the basis of this model, which originates well back in the history of communication research, we suggest

23、 seven categories that help define and analyze 11 Herta A. Murphy and Herbert W. Hilderbrandt and Jame P. Thomas. Effective Business Communications 7th ed. Singapore: The McGraw-Hill Companies, Inc, 1997, p11 any business communication situation: 1.2.1 Source Who is initiating action, and why should

24、 she or he be believed? 1.2.2 Audience Who will be our audience? What will move them to support us? Is their attitude toward our proposal positive, neutral, or negative? How are they likely to perceive us? Do we face one key audience, or several? Are there secondary audiences who will be affected by

25、 the success or failure of our plan? Are there hidden audiences we havent considered? 1.2.3 Goal What result do we seek? This will seem obvious at first when weve received an assignment or gotten a good idea. But it is advisable to write it down as a reality check and then weigh it against the costs

26、 of achieving it. Can it stand on its own merits? Does it conflict with other goals of equal or greater importance? How are others or we going to gauge the risks and harvest the consequences? How, in short, will we measure success? 1.2.4 Context Communication occurs in a specific environment. It can

27、 involve an effort to reach one person or millions. It can mean working within the norms of a particular corporate culture with its competitive situation, or challenging those norms. It can involve external communications: clients, potential customers, and local or national media. Before we plan our

28、 communication strategy, we must be sure we know the territory. 1.2.5 Message What message will achieve our goal with these particular audiences? Have we considered how much information they need, what doubts they are likely to have, how our proposal will benefit them, how to make our message convin

29、cing and memorable, and how our points can be organized most persuasively? 1.2.6 Media Which medium will convey our message most effectively to each significant audience? Should we speak, write, call, send E-mail, meet, fax, produce videotape or hold a press conference? We all know that “the medium

30、is the message”. What message will our choice of medium convey? Sending a memo to an office mate, for example, may express an unwillingness to talk face to face. 1.2.7 Feedback Communication is not an act, but a process. A message provokes a response, which requires another message. The business com

31、municator doesnt shoot an arrow at a target, but sets a process in motion designed to achieve a considered result. This means polling our audience at every stage of the communication and, more importantly, giving them an opportunity to respond. That way, we know what they think and can tailor our me

32、ssage accordingly with the result that they are more likely to feel involved in the process and committed to our goal. A mere brief consideration of these seven analytical tools will reveal that any business communication task is really a management task. Many communication situations happen to a ma

33、nager rather than occur as planned events. Some of our key topics and goals may not be listed on any overt agenda. How can these realities be turned to advantage? Considering the source, audience, goal, context, message media, and feedback will provide us with an economical framework for introspecti

34、on in any business situation, whether we are planning a broad strategy or devising a particular communication effort. Using this checklist will ensure that by the time we actually engage in the communication process, we are executing a particular task in service of a larger vision and are therefore

35、more likely to succeed. 1.3 The qualities of effective communication Once we have examined our position as the source of a communication, we want to ensure that each conversation, memo, phone call, Internet message, presentation, proposal, or report carries the maximum impact possible. Here we want

36、to address the fundamental qualities shared by any effective source of business communication. We should also refer throughout the course to technical manuals on writing and speaking. Qualities to aim for, whenever we write or speak, include: 1.3.1 Accuracy When we approach an audience, we are impli

37、citly seeking trust. If even one member of our audience detects a factual error, we are in trouble. Inaccuracy, in business, takes several typical forms: insufficient data, misinterpretation of the data, ignorance of key factors, unconscious bias, and exaggeration. We should guard against them all t

38、o preserve and enhance our credibility. 1.3.2 Clarity Clarity is a hard won. To function efficiently, an organization depends on accurate and complete information, intelligible instructions, and policies capable of guiding the decision-makers in both routine and unexpected situations. Misunderstandi

39、ng, ambiguity, and confusion cost money and make for frustration. Achieving clarity in business writing and speaking requires: Clarity of thinking If we havent thought through the rationale for our proposal, the plan of action to achieve it, and the possible consequences, then we cant expect our aud

40、ience to follow us. Most bad writing or speaking is the result of shoddy thinking or slapdash preparation. Clarity of expression Correctness, conforming to standard grammar and usage, is the baseline for effective communication; errors in diction or sentence structure will call into question our who

41、le ability to manage information. But for many communications, individual linguistic correctness is not enough. To ensure clarity in instructions for routine procedures, or in policy statements, reports, persuasive presentations, and memos, we may have to discard many “correct” sentences before our

42、language clearly conveys our meaning. If we find that we cant write or say our message clearly, we need to reexamine the thinking that has led us to the composition of our communication. 1.3.3 Brevity Good business communications strive to be brief, to accomplish much in few words. Brevity is a card

43、inal virtue whether our communication is going to the president, to a junior executive, or to hourly employees. Everyones time is valuable; no one enjoys sitting through needlessly long communications when theres work to be done. Some companies, such as Procter seniors wont read a memo that runs ove

44、r one or two pages. Such limits cut down on the flow of paper, although they cant guarantee that the memo says all that needs to be said. Concision does not mean writing exclusively in short sentences or omitting necessary detail. It means making every word count. 1.3.4 Vigor Vigor means vividness a

45、nd memorability. People in business circles have multiple responsibilities and receive communications from many sources each day. Nimtzberg has shown that managers can usually give ideas and information their attention for short periods only. Interruptions, distractions, and competing responsibiliti

46、es all characterize managerial work. A vigorous style helps our communication stand out from the clutter. Vigor results partly from accuracy, clarity, and brevity; and partly from our choice of words, images, and sentence patterns. Vigorous sentences are characterized by active verbs, concrete nouns

47、, and a minimum of well-chosen modifiers. Vigorous language aids understanding and makes our message more memorable. It also conveys confidence and conviction. No one will be fooled by typical organizational doublespeak such as “we plan to devote considerable effort to the study of developing requir

48、ements and will seek to develop proposed solutions to the various possible needs we can foresee well in advance of the time that a decision will be needed.” This sentence violates all the criteria for vigor. “We plan to” should be “we are acting now.” repeated words, such as develop and developing,

49、and repeated meanings, such as considerable and well, are padding. Useless modifiers such as proposed and possible weaken the impact of key nouns. “Will be needed,” a passive construction, begs the questions by whom and when? “We will present our recommendations for expanding our product line on Nov

50、ember 1” takes one-third the space, sticks in the mind, and conveys much more vigorous information. 1.4 Principles of effective communications 1.4.1 Positiveness and optimism In the English vocabulary, there are certain words and phrases that evoke in us an unfavorable mental reaction towards the pr

51、oduct or service referred to. Thus, a department store does not put up a sign saying “complaint department”, because it would stimulate an unpleasant association. The term “Adjustment Bureau” or “Customer Service Department”, on the other hand, makes the customer look forward to a helpful, favorable

52、 and positive response. What would be customers reaction to an order form with the printed statement: “to avoid errors and mistakes in shipping, complete the order form as directed”? Their immediate “picture reaction” to this sentence is obvious. They can only see their order delayed or lost and ant

53、icipate being billed for merchandise they will never receive it would be far better to tear up the order form and do business elsewhere. That is why the messages on most order forms do everything possible to stimulate a favorable reaction, a positive picture. It is far better to state: “Please compl

54、ete the order form as requested for accurate and rapid shipment of merchandise.” What triggers different reactions to these two statements? It is the words themselves. Certain words in English culture, used in a specific context, induce mental associations that are not favorable (negative), while ot

55、hers evoke a positive response. Negative: We hope you will not be dissatisfied with the new All-American Line. Positive: We are sure you will be satisfied with the new All-American Line. Negative: We do not believe you will encounter trouble and difficulty in the installation of the new equipment. P

56、ositive: For quick and efficient installation of the new equipment, please follow the directions contained in the instructional manual. Under most conditions, it is wise to avoid words, which precipitate a negative or unfavorable response. Words such as “trouble”, “dissatisfaction”, “complaint”, “ne

57、glect”, “errors”, and “negligence” usually result in unfavorable mental associations for the product or service under discussion. 1.4.2 Tact The quality of tact in communication is certainly abstract and, as such, somewhat difficult to define. If we are to ask the man in the street, he might say “Ta

58、ct is saying the right thing at the right time in the right way”22. But when we are trying to write a tactful letter, what is the right thing to say? When is the right time? What is the right way? It is clear that the standard definition of tact is not an adequate guide. Like so many other factors i

59、n communication, tact is intimately involved with words, their use and their interpretation. If we say, “We failed to include the order form”, or “We were surprised we did not understand the directions”, or “We received your letter in which you claimed we did not ship”, we are certainly being tactle

60、ss. Is it because of the denotations of the key words, “we failed”, “we were surprised”, or “we claimed”, or is it their connotations? Words, which have simple basic meanings, can assume special connotations in specific contexts and result in statements which are interpreted as tactless and discourt