Business Communication
SESSION 2/3, CHAPTER 3
‘ADAPTING YOUR WORDS TO YOUR READERS’
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Why do we need to adapt?
THE IMPORTANCE OF ADAPTATION
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
The Importance of Adaptation
• Different levels of vocabulary, knowledge and values
– Learn about your audience
• Strategically necessary/Sign of consideration
• Example: Adaptation Illustrated (Page 49)
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Adapting to Multiple Readers
• Different readers should be able to find and understand the
parts of the message that are of value to them.
• Expert readers have the luxury of skimming or skipping
• Very important to explain technical words
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
The are of word selection
SUGGESTIONS FOR SELECTING
WORDS
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Use Familiar Words
• Use ‘plain language’
• Endeavour – try, Do – perform, begin – initiate, find out – ascertain,
stop – discontinue
• Words should fit your purpose and be understandable to
readers
• Comparison (Example): Page 51
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Prefer Short Words
• Studies say short words communicate better
– familiarity
– long words leave an impression of difficulty
• Comparison Example: Page 53
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Use Slang and Popular Clichés with Caution
• Example
– No worries, that is sick!, for real?
– State of art, cutting edge, world class – moving forward, thought leaders,
best practices
• Be part of “one of them”
• But can seem
– Out of date
– Replacement for thinking
– Deters Cross-cultural communication
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Use Technical Words and Acronyms Appropriately
• Jargons will start to get familiar at work
– Reduces the need for multiple words
• Acronyms
– Example: TVC/CSR/POP
• Benefit: Signal that you are qualified
• Problems
– Out of context outside of work
– Miscommunication
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Use Precise Language: Concrete and Specific
• Concrete (not Abstract) and Specific (not Vague)
• Comparison: Abstract – Concrete words (Page 54)
• Comparison: Vague – Specific words (Page 56)
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Use Precise Language: Concrete and Specific
• Elicit the right emotional response from audience
– Tycoon, Industry giant, prominent business executive
– Dismissed, terminated, downsized, separated
– Denotation (Basic meaning same) – Different connotation (Secondary
meaning)
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Select words for appropriate usage
• Fewer – less
• Affect – Effect
• Further – Farther
• Continual - Continuous
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Prefer Active Verbs
• Comparison: Active – to be (Page 58)
• Comparison: Active – Passive (Page 58)
• Passive at times useful
– Blame
– Reduce the importance of the doer
– Unknown
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Avoid Overuse of Camouflaged Verbs
• Cancel – Make a cancellation
• Consider – Give consideration to
• Comparison: Camouflaged Verb – Clear Verb (Page 60)
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
SUGGESTIONS FOR
NONDISCRIMINATORY WRITING
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Use Gender-neutral Words
• Acknowledge Gender diversity
1. Masculine Pronouns for both sexes
– 3 ways to avoid use
–
1.
Reword (Comparison: Sexist – Gender Neutral)
2.
Plural
3.
Gender neutral expressions: One, you, he/she, s/he
Can affect flow of words
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Use Gender-neutral Words
2. Words derived from masculine words
– Chair, Presiding officer, Moderator, Chairperson, Sales rep
– Comparison: Sexist – GN
3. Words that lower status
–
Lady lawyer, Actress, Authoress
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Avoid Words that Stereotype by Race,
Nationality or Sexual Orientation
• Neatly dressed Hispanic man
• Low income area - African American
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Avoid words that stereotype by Age
• Example
– Old man, young accountant
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Avoid words that Typecast with Disabilities
• Example
– Crippled, Retarded, Handicapped
– Physically challenged
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Some Final Words about Words
Businesses and business relationships can be won or lost with
one word choice.
The effort to say what you mean as clearly, readably and
appropriately as you can is effort well spent
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’