BUSINESS COMMUNICATION EVALUATION
CONTENT
INDIRECT APPROACH
NEEDS FURTHER DEVELOPMENT
Negative News Letter
MEETS REQUIREMENTS
- Neutral, upbeat, relevant
- Encourages reader to continue reading
SHOWS MASTERY
Buffer: Identifies previous
correspondence (may use
subject line); neutral
statement
- Contestable, irrelevant, or inappropriate
- Puts reader in unreceptive frame of mind
Transition: Key idea or
word leading naturally to
explanation
- Awkward
- Contains problem words
- Detracts from effect of buffer
- Effective
- Repeated in explanation
Explanation: Provides
valid reasons
(May include resale or
sales promotion material if
appropriate)
- Too blunt / too much information / forecasts bad
news / hides behind company policy
- Negative-to-poor effect on reader
- Reasonable, objective, acceptable
- Neutral effect on reader
Refusal / Bad News
- Stated too bluntly (Short sentences / harsh words /
negative tone / emphasized by sentence or paragraph
placement)
- Effectively de-emphasized (Paragraph or sentence
placement / well-crafted sentences / attention to tone)
- Understandable if implied
- Stated tactfully with clear concern for reader
Alternative: Offers
compromise, alternative, or
substitute (when
appropriate)
- Inappropriate or unclear
- Appropriate
- Clear, acceptable (to reader)
Goodwill closing: Renews
good feelings
- Lacks goodwill or is inappropriate / switches tone
- Invites further correspondence
- Raises issue
MARK
- Engages reader
4/ 5
- Masterful
2.5/ 5
- Clear reader focus
- Positive effect on reader
3/ 5
3/ 5
4.5/ 5
- Off-the-subject; appropriate and friendly
- Clear reader focus
- Positive statement
- Looks forward to continued business
4/ 5
Based on standards provided by A. Smith and D. Fiszer, Coordinators of Business English, Algonquin College of Applied Arts and Technology, and guidelines presented in Essentials of Business Communication,
3rd Canadian Edition (Guffey & Nagle).
Winter 2003
PRESENTATION
BUSINESS COMMUNICATION EVALUATION
Style, Tone, Word Choice
Mechanics, Grammar,
Punctuation
Layout: Format,
Headings, White space,
Emphasis
Negative News Letter
-Contains clichés, redundancies
-Negative or harsh tone
- Inappropriate word choices
- Writer centred
- Appropriate for audience and message
- Clear “you” attitude (reader focus)
- Concise
- Clear and convincing
- Demonstrates professionalism, originality and polish
- Errors obscure the message
- Inconsistent punctuation
- Up to three major errors
- Elements are missing
- Elements are misplaced
- Spacing inadequate or uneven
- One or two errors, but message is clear
- Error free
2.5/ 5
5/ 10
- Standard format used
- All components present
- Spacing is even
- Elements of document design enhance the overall
appearance.
1/ 5
TOTAL 29.5/ 50
COMMENTS
Good transition sentence; not repeated in explanation
Explanation begins too abruptly in second paragraph. Use transition.
Careful: choose either open or mixed punctuation
Explanation confusing to reader: is the same (damaged) desk to be re-shipped?)
Good alternatives and savings offer
Be sure to include enclosure notation
Attractive layout and formatting
Good use of indirect strategy
Based on standards provided by A. Smith and D. Fiszer, Coordinators of Business English, Algonquin College of Applied Arts and Technology, and guidelines presented in Essentials of Business Communication,
3rd Canadian Edition (Guffey & Nagle).
Winter 2003