Mid term EN3211
Robert Charles Thompson 5512044
ออก บท 2 PAIBOC
LETTER , memo บท 9
You-attitude บท 6
Positive emphasis บท 7
Communication Across Cultures บท 3
Chapter8 Reader Benefits
Reader benefits are benefits or advantages that the reader get by
-
Using your services
Buying your services
Following your policies
Adopting your ideas.
Good reader benefits
-
Adapted to the audience
Based on intrinsic advantages
Support by clear logical and explained in adequate detail
Phrased in your- attitude
Expectancy theory = most people try to do their best only when they believe they
can succeed and when they want the rewards that success bring.
How do identify reader benefits ?
1 think of feelings, fear, and needs that may motivate your reader.Then identify
features of your product or policy that meet those need. ( Maslow hierarchy of
need)
2 Identify the objectives features of your product or policy.Then think how these
features could benefit the audience.
For example
Feature: Bottled water
Benefits:
- It free from chemicals, pollutants
- Tastes good
- Has ni calories
- Is easy to carry
Psychological description mens creating a scenario rich with sense impressions –
what the reader sees, hears, smelles,tastes,feels- so reader can picture
themselves using your product or service and enjoying benefit.
How do I decide which benefits to use ?
1 Use at least one benefit for each part of your audience
2 Use intrinsic benefits
3 Use the benefits you can develop most fully
Chapter 9 Formats for Letters and Memos
Letters normally go to people outside your organization.
Memo normally go to people inside your organization.
Letter and memo can differ in format.Format means the part of document and the
way the are arranged on the page.
The two most common letter formats are block, sometimes called full block and
modified block.
Use the same level of formality in the salutation, or greeting ( Dear Glenn , Dear
Allen)
Sincerely and Cordially are standard compliementary closes.
In mixed punctuation, a colon follows the salutation and a commar follows the
close.
For example,
 Dear____: | Sincerely,
Open punctuation, omit all punctuation after the salutation and the close.
For example, (see the punctuation after the words)
 Dear____ | Sincerely
A subject line tells what the letter is about
What courtesy titles should use ?
Mr. = Males Miss = Single (Female) Mrs. = Married (Female) Ms. = Both Married
and Single (Female)
** If you don’t know the receiver’s gender, you can put only the name,
For example, Dear Steve:
** If you don’t know the receiver’s name, you can put only the position.
For example, Dear Head of Financial Department:
Block Format Letters
Letter Head (can be anywhere but the top of letter)
Date
Sender’s name
Sender’s Company
Sender’s Address
Dear Receiver:
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX PARAGRAPH 1XXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX PARAGRAPH 2XXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXPARAGRAPH3XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX PARAGRAPH 4 XXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX PARAGRAPH 5 XXXXXXXXXXXXXX XXXXXXXXXXXXXX
XXXXXXXXXXXXXX XXXXXXXXXXXXXX XXXXXXXXXXXXXX
Sincerely,
Signature
Sender’s name
Sender’s position
Modified Block Format Letters
Letter Head (can be anywhere but the top of letter
Date
Sender’s name
Sender’s Company
Sender’s Address
Dear Receiver:
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX PARAGRAPH 1XXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX PARAGRAPH 2XXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXPARAGRAPH3XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX PARAGRAPH 4 XXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX PARAGRAPH 5 XXXXXXXXXXXXXX XXXXXXXXXXXXXX
XXXXXXXXXXXXXX XXXXXXXXXXXXXX XXXXXXXXXXXXXX
Sincerely,
Signature
Sender’s name
Sender’s position
Memo Format
- Don’t need the head on the memo format, but if it has, it is also okay.
- - Memo has no sincerely.
- If you begin the new paragraph, skip 1 line.
Date:
To:
From:
Subject: (The subject should be capital letter)
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX PARAGRAPH 1XXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX PARAGRAPH 2XXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXPARAGRAPH3XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX PARAGRAPH 4 XXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXX PARAGRAPH 5 XXXXXXXXXXXXXX XXXXXXXXXXXXXX
XXXXXXXXXXXXXX XXXXXXXXXXXXXX XXXXXXXXXXXXXX
When you know the reader’s name but not the gender = use the reader full
name in the salutation ( Dear Steve:).
When you know neither the reader nanme nor gender
- Use the reader position or job title ( Dear Loan officer:, Dear Registrar:)
Chapter 7 Positive Emphasis
Some negatives are necessary
How do I create positive emphasis?
1 Avoid negative words and words with negative cornotations
- Negative words are the words that do not sound good.
- Negative connotations are the words that have negative meaning.
Negative Words to Avoid
Afraid
Delinquent
Fault
Lacking
Anxious
deny
Fear
Loss
Avoid
Difficulty
Hestitate
Trouble
Bad
Eliminate
Ignorant
Careless
Error
ignore
Damage
Delay
Expect
Fail
Impossible
Some dis- words
Some mis- words
Many in-words
Many un- words
Negative: We have failed to finish taking inventory.
Better:
We haven’t finished taking inventory.
Still better: We will be finished taking inventory on Friday
Negative: Do not forget to back up your disks.
Better:
Always back up your disk.
2 Focus on What the Reader Can Do Rather than on Limitations.
If you write the correspondence, you should focus on the things that the reader
can do.
Negative: We will not allow you to charge more than$1500 on your VISA account.
Positive: You can charge $ 1500 on your new VISA card.
3. Justify Negative Information by Giving a Reason or Linking it to a Reader
Benefit.
If you cannot cut the negative words or cannot change it or change it but it still
seems negative, try to give a reason.
Negative: We cannot sell computer disks in lots of less than 10.
Positie: To keep down packaging cost and to help you save on
shipping and handling costs, we sell computer disks in lots of
more than 10.
4. 4. If the Negative is Truly Unimportant, Omit it.
If the negative information is not necessary, you can cut it out or not talk about it.
Negative: If you are not satisfied with Interstate Fidelity Insurance, you
do not have to renew your policy.
Positive: Omit the sentece
Negative: A A one-year subscription to PC Magazine is $49.97. That rate
is not as low as the rates charged for some magazines.
Positive: A one-year subscription to PC Magazine is $49.97.
5. Bury the Negative Information and Present It Compactly.
If you cannot cut the negative information, you can put it into the positive
information and try to talk about it quick and short
Chapter 2 : Adapting your message to your audience
Who is the audience?
- Primary audience , will decide whether to accept your recommendations or
will act on the basis of your message. You must reach the decision maker to
fulfill your purpose.
- Secondary audience, may be asked to comment on your message or to
implement you ideas after they’ve been approved. Secondary audience can
also include lawyers who may use your message-perhaps years later- as
evidence of your organization’s culture and practices.
- The initial audience, receives the message first and routes it to other
audiences. Sometime the initial audiences also tells you to write the
message.
- A gatekeeper, has the power to stop your message before it get to the
primary audiences. A secretary who decides who gets to speak or see the
boss is a gatekeeper. Sometime the supervisor who assigns the message is
also the gatekeeper.
- A watchdog audience , though it does not have power to stop the message
and will act directly on it, has political , social , or economic power. The
watchdog pays close attention to the transction between you and the
primary audience and may base future actions on its evaluation of your
message.
PAIBOC
P = purpose, what are your purpose in writing or speaking?
A= audiences , who is your audience.
I = information, what information must your message include?
B= benefits, what reasons or reader benefits can you use to support your
position?
O = objection, what objection can you expect your reader to have what negative
elements of your message must you deemphasize or overcome?
C= context, how will the context affect reader respone? Think about your
relationship to the reader, morale in the organization, the economy, the time of
year, and special circumstances.
Audience and the communication process
Audience = central to the communication process
Perception = some stimulus, the ability to see, hear,taste,smell and touch
Interpretation= what is the person A percieved.
Choose or select = choose or select information that wishes to send to person B.
Encoding= putting ideas into any of these symbols
Transmit = send the message
Channel = memos , phone calls, TV , Email
Decode= extract meaning from the symbols
Feedback = response
Noise = anything that can interfere with every aspect of the communication
process.
Channel overload = occurs when the channel cannot handle all the messages that
are being sent.
Information overload= occurs when more information are transmitted that the
human receiver can handle.
What do I need to know about my audiences?
Empathy, is the ability to put yourself in someone else’ shoes, to feel with that
person. Empathy requires not being self-centered because, in all probability, the
audience is not just like you. Use what you know about people and about
organizations to predict likely responses.
A discourse community is a group of people who share assumptions about what
channels, formats, and styles to use, what topics to discuss and how to discuss
them, and what constitutes evidence.
 An organization's culture is its values, attitudes, and philosophies.
Organizational culture is revealed verbally in the organization's myths, stories, and
heroes and nonverbally in the allocation of space, money, and power.
 When you write to multiple audiences, use the primary audience and the
gatekeeper to determine level of detail, organization, level of formality, and use of
technical terms and theory.
 You can adapt your message's strategy, organization, and style to meet the
audience's needs. For paper or electronic documents, you can also adapt the
document's design and the photos or illustrations you choose.
 The best channel for a message will depend on the audience, the sender's
purposes, and the situation. Channel choice may be shaped by the organizational
culture.
When you communicate to a big audience or about an important topic, use
multiple channels.
Chapter 3 Communication Across Cultures
In business communication on the globalized world where people from nations
come
to work together, it is important to consider diversity as part of audience analysis,
begin to
be aware of the values, beliefs, and practices in other cultures, become even more
sensitive
to verbal and nonverbal behavior, deal with discrimination, adapt to different
expectations
in the workplace, and use bias-free language and photos.
1. What is "culture"?
2. How does culture affect business communication?
3. There are so many different cultures! How can I know enough to communicate?
4. Are differences among generations changing the workplace and how we
communicate?
5. How can I make my documents bias-free?
In any organization, you'll work with people whose backgrounds differ from
yours.
In high-context cultures, most of the information is inferred from the context of a
message little is explicitly conveyed. Such as japannese latin america.
In low-context cultures, context is less important; most information is explicitly
spelled out. Such as Us Germany.
Nonverbal signals can be misinterpreted just as easily as can verbal symbols
(words).
No gesture has a universal meaning across all cultures. Gestures that signify
approval in North America may be insults in other countries, and vice versa.
Personal space is the distance someone wants between himself or herself and
other people in ordinary, nonintimate interchanges. In west culture they prefere
close space. Therefore, in east culture need distance while speaking.
Time North Americans who believe that "time is money" are often frustrated in
negotiations with people who want to establish a personal relationship before
they
decide whether to do business with each other or who measure time in 15- or 30minute increments rather than the 5-minute intervals North Americans are used
to.
Monochronic cultures treat time as a resource. The United States is classified as
monochronic.
Polychronic cultures emphasize relationships. ( talk about relationship before
make a business)
Conversational style denotes our conversational patterns and the way we show
interest, politeness, appropriateness.
- The successful intercultural communicator is
- Aware that his or her preferred values and behaviors are influenced by
culture and are not necessarily "right."
- Flexible and open to change.
- Sensitive to verbal and nonverbal behavior.
- Aware of the values, beliefs, and practices in other cultures.
- Sensitive to differences among individuals within a culture.
- to revise the sentence to omit the pronoun, and to use pronoun pairs.
Bias-free language is fair and friendly; it complies with the law. It includes all
readers; it helps to sustain good-will.
Generational differences may affect perceptions in the workplace. Use empathy
and
see other points of view to adapt.
Chapter 6 You-attitude
To handle You-Attitude, you must begin building goodwill, continue to adapt your
message to the audience, emphasize what the reader wants to know, and see
another point of view.
The ways to create you-attitude
- talk about the reader not about your self
- refer to the reader request or order specifically.
- Don't talk about feelings, except to congratulate or offer sympathy.
- In positive situations, use you more often than I. Use we when it includes
the reader.
- Avoid you in negative situations
1 Talk about the reader not about your self
Lack you-attitude: I have negotiated an agreement with Apex Rent-a-Car that
gives you a discount on rental cars.
You-attitude:
As a Sunstrand employee, you can now get a 20% discount when
you rent a car from Apex.
2 Refer to the reader request or order specifically
Lack you-attitude: Your order…..
You-attitude:
Your invoice /783329/
3 Don't talk about feelings, except to congratulate or offer sympathy
Lack you-attitude: We are happy to extend you a credit line of $5000
You-attitude:
You can now charge up to $5000 on your American Express
card.
4 In positive situations, use you more often than I. Use we when it includes the
reader.
Lack you-attitude: We provide health insurance to all employees
You-attitude: you receive health insurance as a full-time Procter and Gamble
employee.
5 Avoid You in Negative Situations
Lack you-attitude: You failed to sign your check
You-attitude:
You check was not sign
Apply you-attitude beyond the sentence level by using organization, content, and
layout as
well as style to build goodwill.
- You-attitude is a style of writing that Looks at things from the reader's point
of view.
-
Respects the reader's intelligence.
- Protects the reader's ego.
- Emphasizes what the reader wants to know.
You-attitude is a matter of style. Revisions for you-attitude do not change the basic
meaning of the sentence. However, revising for you-attitude often makes
sentences longer since sentences become more specific.