Transcript Part II. Criteria for Effective Business Writing

Applied English Writing
Outline
 Part I Fundamentals of business writing
 Part II Criteria for effective business
Writing
 Part III Contents and formations of the
book
 Part IV Problems to be tackled in this
course
 Part V Requirements for teachers
Books that has influence
on me
 Basic Business Communication (1991)
 By Raymond V. Lesikar
 Business communication ( 1998) ( 2005)
By Carol M. Lehman ( Thomson
publishing house)
Part 1 Fundamentals
 Theories related to communications





Human needs
Stroking and Johari window
Theory X and Theory Y
Marketing concept
Intercultural knowledge /SRC
1.1 Maslow’s Hierarchy of Needs
Human needs
 Lower level needs
 physiological
 Safety
 Social
Higher level needs
- Esteem
- Self-actualization
1.2 stroking and Johari
window
 Stroking
 Transactional term (相互作用分析） for
identifying the way others give
recognition to a person
 Positive stroke , E.g. receiving
congratulatory phone calls or letter
 Negative stroke, E.g. receiving hurtful
comments
Chapter 1
1.2 Trust Leads to Reciprocal Sharing Depicted
in Expanded Open Area
in Johari Window
1.2 Johari window
 1. Free or open area---what we know
about ourselves and others about us.
 2. blind area--- others know about us ,
but we don’t know about ourselves
 3. hidden area --- Things we know about
ourselves ,other don’t know
 4. unknown area--- things we don’t know
and others don’t know about us
 The purpose is to expand the open area ,
decrease the bind and hidden area , therefore
leading to higher level of interpersonal sharing.
 Trust is something that must be earned.
 Trust and openness lead to better
communication between two people
 In business we aim at both task –oriented
communication and emotional communication
1.3 X theory and Y theory
of management styles
 Theory X :
 traditional style,
 meet lower level of human needs,
exercise strong control over the
employees,
 employ external incentives E. G. job and
paycheck






Theory Y :
Modern style
Meet higher level needs
Balance control and individual freedom
Lessen the external motivation
E.G empowerment
1.4 Changes in marketing
Mix from 4 Ps to 4Cs




Product ---design or production
Price and place –distribution
Promotion--- marketing communication
The 4ps determine how a good or service
is made and provided , how much it cost,
where it is distributed and how it is
presented in all company communication
4 cs
 Customer –focus on customers wants and
needs versus product
 Cost – what it cost a customer to own a
product instead of how to price a product ( e. g.
car/ considering the repair cost)
 Convenience ---focus how easy it is for
customers to acquire the product, rather than
how easy for the company to distribute it ( e.g.
Coca Cola convince restaurants to offer its
products , as well as making them widely
available in every type of stores
4cs
 Communication Traditionally promotion
has meant sending brand message and
offers customers, using one-way
communication. The new way of thinking
focuses on opening up opportunities for
dialogue, from telling and selling to
listening and learning
1.5 The self –reference
Criterion
 The definition : The unconscious
reference to one’s own cultural values
 Cultivate culture awareness and culture
understanding
 Learn to be careful about using our own
cultural norms to judge people from other
cultures
Part II. Criteria for
Effective Business Writing
 2.1 Courtesy --- treating people with
respect and concern /employing
- You –view points
- Conversational language
- words of positive effect
- do more than expected
2.2 Correctness - grammar, punctuation,
spelling, , using accurate information
show respect to the receiver of the messages
2.3 Conciseness – write in the fewest possible
words without sacrificing completeness and
you-view point –time is money to the
customers
-
 2.4 Clarity –tells the readers exactly what
they want and need
- show concern for the readers
- Short sentence, familiar words
2.5 Concreteness – vivid, specific , action
verbs
 2.6 Completeness –Include all the
necessary information and data in the
message
 Following the six cs standards, you can
(1) accomplish your task –get thing done ,
and (2) maintain goodwill with customers.
2.7 Patterns of Business
Writing
 Direct order
good news and routine news
 Indirect order
bad news and persuasive messages
Part III. Organization of
the book
3.1 contents
Principles of business writing ( 1-2)
Letters concerning transactions (3-7)
General letters ( 8-9)
Office communications ( 10-11)
Employment ( 12-14)
Proposal and report ( 15-16)
Business documents and questionnaires( 1718)
3.2 purpose






To inform
Units 3.4.5.6. 10.11.16
To persuade
Units 7.12.13.14.15.16
To Entertain
Unit 8.
3.3 Organization of each
unit




Writing principle
Standard letters ( questions)
Samples for analysis
Language for writing
- notes
- useful sentence patterns
Exercises
Part IV Problems to be
tackled business writing
teaching




Motivation of students
Teaching materials
Teachers’ professionalism
teaching methods --
Particular nature of business
writing teaching
 Is a branch of English for Special
purpose
 Is more than specialized vocabulary
 involves with theories of applied
linguistics, socio-linguistics, pragmatics,
HR management, psychology, crosscultural communications