7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7. Business Writing Essentials
What exactly is “business writing,” and how does it differ from academic writing or other forms of composition? In
this section, you will find an overview of the business writing approach to language, structures of information, and
presentation of visual aids. You will also find information on resumes and cover letters, and how to make the best
professional first-impression for potential employers.
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.A. ABOUT BUSINESS WRITING
In a business setting, writing leads to action. Business writing is stripped of hyperbole and clichés, and focuses on
the essential points that will accomplish the desired action. As such, information should be organized into a clear
and concise message with little “filler language” or jargon. If your message includes a heavy amount of details or
technical instructions, you should use bullet points and lists. If your message includes questions and requests, you
should use a polite yet direct tone.
Through organized and polished composition, the writer presents a persona that is focused, confident, and
conscientious. In addition, the writer provides the reader with enough information to respond or act appropriately,
which increases efficiency.
Business Communication versus Academic Writing
There are many aspects of academic writing that is applicable within business writing; however, there are some
noticeable differences that writers should keep in mind when composing in an academic or business setting.
Below are some specific differences between academic and business writing:
Business Communication
Purpose
Action
Audience
Personal Pronoun
Limited time (→concise)
Dedicated to productivity
Focused on company, tasks, and trade
Acceptable
Voice
Active voice
Message Development
Simple, concrete language
Short sentences
Organized by importance
High skim value
Tools
Bullet points and enumerated statements
In-text data charts
Headers and “subject” lines
Blank space between paragraphs
Bold, italics, and underline for clarity
Minto Pyramid
Formatting
Organization
Academic Writing
Persuade
Analyze
Inform
Has dedicated reading time
Critical-thinking skills
Wide knowledge of various subjects
Restricted
Active voice is preferred
Passive voice is acceptable (according to
discipline)
Complex language
Longer sentences are acceptable
Emphasizes the development of concepts
References to multiple sources, such as
scholarly publications
Footnotes, endnotes, and citations
Appendices
Main and chapter titles
Indented paragraphs
Minto Pyramid
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
Tone
Pleasant and positive
The differences listed above are not definitive for every written project. Each situation should be approached
individually, and can incorporate aspects of both business and academic writing. The key to good communication
is to evaluate the needs, backgrounds, and knowledge of the intended audience; deliberately compose your
message according to the needs of the audience; and clearly state the desired action.
For advice in determining the best use of business communication skills, contact Goizueta’s Business Writing
Center (BWC) for an appointment. [link]
The Composition Process
1.
Before drafting the message, think about your audience. Consider the following questions:
What does this person already know about the current topic?
What does this person not know?
How will the audience react to my message?
Answering these questions will decide the tone and amount of information to include in your message.
2.
Think of the single-most important message you are trying to convey and consider that as your key
message. “Think of your key sentence as the one you’d shout if you had three seconds to get your most
important message across to someone driving by” (Turk, 25).
3.
What does the reader need to know to support your message? List these points and group them together
into logical categories.
4.
Introduce these points and provide a context for including them in your message. Each paragraph should
lead with a summary sentence (Turk, 43).
[To be completed]
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.B. INCLUSIVE LANGUAGE
Inclusive language does not use gender-restrictive words, and is open to the wide array of readers, their
backgrounds, and demographics.
The most common business writing mistakes regarding inclusive language are the use of the word “he” as a
generic pronoun and the word “man” as a generic term for human being. The following guidelines will help you
avoid exclusive language and inappropriate word choices.
“He” as a Generic Pronoun
In general, avoid “he/she” and “s/he” entirely. Use “he” or “she” and “her” or “him” only when absolutely
necessary.
Try one of these replacements in a sentence:
Example: Every worker must wear his or her hard-hat.
· Convert to plural: All workers must wear their hard-hats.
· Use second-person: Wear your hard-hat.
· Replace the pronoun (he) with an article (a, an, or the): Each worker must wear a hard-hat.
“Man” as a Generic Term for a Human Being
Replacing the generic term “man” is not always easy. For example, referring to a “manhole cover” as a
“personhole cover” doesn’t make sense, and “sewer-hole cover” is not much better.
Resolving Gender Exclusive Language
Below are four erroneous means of reference and correct alternatives to resolve gender exclusivity:
1.
2.
Words that exclude women.
chairman → leader
policeman → police officer
Words that exclude men.
stewardess → flight attendant
actress → cast member
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
3.
Words that collectively include men and women but imply only men.
manpower → human resources
forefathers → ancestors
4.
Words that call inappropriate attention to gender.
lady lawyer → lawyer
male nurse → nurse
female construction supervisor → construction supervisor
Make titles, names of positions, occupations, and common references gender-inclusive. Here are some examples,
many of which are actually more specific than the inappropriate version:
Avoid
Revised
businessman
worker, manager, executive
coed
student
congressman
congressional representative
delivery man
delivery driver
draftsman
drafter
fireman
firefighter
foreman
supervisor
housewife
homemaker
husband, wife
spouse
mailman
mail carrier, letter carrier
man-hours
staff-hours
mankind
human beings, humanity,
people
man-made
manufactured, artificial,
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
synthetic
manpower
staff, human resources
newsman
reporter
repairman
service technician
saleslady, salesman
sales associate, clerk,
salesperson, sales
representative
spokesman
representative, advocate,
spokesperson
waiter, waitress
server
watchman
guard, security officer
workman
laborer, worker
Adapted from CrossTalk: Communicating in a Multicultural Workplace, by Sherron Bienvenu Kenton and Deborah
Valentine, Prentice Hall, 1997.
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.C. MINTO PYRAMID
[To be completed]
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.D. CITATIONS
[To be completed]
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.E. VISUAL AIDS
[To be completed]
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.I. EMAILS
Email communication is a valuable and essential tool in the workplace; however, digital composition can also prove
problematic, for many reasons. To write clear, concise, and professional emails, we suggest that you A.R.M.O.R.
your message.
AUDIENCE
When writing to anyone who is not a close friend, use a professional email format. Professors, teacher assistants,
advisors, deans, coworkers, potential employers, and professional contacts should receive emails that are just as
respectful as a face-to-face conversation. Throughout the composition process, keep in mind the following
questions:
- What does the reader already know?
- What does the reader need to know?
- How will this person react to this email?
You speak differently in a work setting than with your friends, so why should your writing be any different? Your
professional writing should be seen as yet another tool to present a respectable, competent image of yourself to
others.
REASON
What is the reason for your email? Condense this reason into one sentence and make this your topic sentence.
Realize that the purpose of an email can be boiled down to three reasons:
1. Prompting Action — e.g. scheduling a meeting, delegating tasks within a group project
2. Requesting Information — e.g. clarifying assignments, tasks, or the required texts for a class
3. Providing Information — e.g. introducing yourself to a potential employer, changing the date/time for
an event
MESSAGE
When you determine the reason, consider the audience and how your message will be received. Often, when
requesting action of the recipient, we wish to not come across as overbearing, and the message becomes clouded
by niceties. Avoid the ambiguity. If you are requesting something of the reader, state your question in a clear,
respectful, and polite tone. Convey this message in the first or second sentence of the email. Additionally, boil
down this sentence into three or four words, and use this refined statement as the “subject” line of the email.
Some additional tips:
- Avoid abbreviated phrases (“RU” for “are you”)
- Resist the urge to use exclamation marks “!”
- Never use emoticons. :)
- Always proofread your message. Read the email out loud to catch errors that ‘auto-correct’ missed or ‘autoincorrected.’
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
- Remember: Errors are akin to sloppiness.
ORGANIZATION
While drafting your email, organize your message so that your audience reads the most important information first.
This approach acknowledges that the recipient is a busy worker, and will prompt a faster response. (Sometimes, a
lengthy, verbose message will receive no response at all.)
[Salutation]
[Topic Sentence]
[Reason]
[Supporting Info]
[Closing]
Dear Professor ___________:
Think of your first line of text as a topic sentence, providing context for the actual
message. By the second sentence, you should clearly and politely state your
request for action or information, or provide information. Give additional,
supportive information and thank the recipient for their time, effort, or
contributions.
Sincerely,
[Full Name]
Emory Student
[Title, if applicable]
Club President
[Contact Info]
student_emory@bus.emory.edu
RELY
[To be completed]
Email Checklist
Before sending your email, consider the following:
□
□
□
□
□
Emory email account
Font Color: Black or Emory Blue
Font Size: 10-12pt
Font Style: Times New Roman or Arial
Informative Subject Line
7.
□
□
□
□
□
□
□
□
□
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
Salutation: “Dear Mr. Jones:”
Closing: “Sincerely,”
Signature (full name)
Contact Information
Respectful Tone
Correct Spelling
Appropriate Grammar
No emoticons or exclamation points (!)
Acknowledge any attachments
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.G. MEMOS
In most modern businesses, e-mail has replaced the memo. However, the familiar "To, From, Subject, Date"
format is still useful in writing short, informative reports. Additionally, utilizing headings and titles is a powerful
way to increase skim value and clarity. Consider using the STARR model to focus your message and heighten
readability:
SITUATION – Provide brief background information that describes the environment and details any
relevant history. Include time, location, and your job description.
TASK – Describe the task or project. (Situation and Task headings can be combined.)
ACTION – Explain the action you took. Make sure to emphasize the process.
RESULTS – Detail the results of your action. Mention any refinements that were made to your approach.
RECOMMENDATIONS – Include talking points, action statements, or suggestions that will guide
management in a future project. Address any counterarguments or possible alternative methods to
approach the situation.
1. Sample STARR Memo 1 (Word)
2. Sample STARR Memo 2 (Word)
3. Sample STARR Memo 3 (Word)
4. Sample STARR Memo 4 (Word)
(PDF)
(PDF)
(PDF)
(PDF)
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.H. EXECUTIVE SUMMARY
The executive summary (executive overview, epitome, management summary, or management overview) is an
abridged version of a longer document, often condensed into one or two pages, and prefaces the full report.
These summaries are written for project managers who do not have enough time or technical knowledge to read
the entire, full-length document. Executive summaries provide a broad understanding of the projects and how
they fit together into a coherent whole. As a result, the one-page executive summary has become standard for
documents under 20 pages.
To address the special needs of managers, the executive should utilize a two-part structure. Each of these
structures can be broken down into other components, depending upon the needs of your message:
1.
Background & Opportunities
Recognizing that the manager is not as experienced in the highly-technical field as the author, a brief
history is provided, including relevant statistics and contexts. The specific problem or opportunity is
explicitly stated:
What was not working, or not working effectively or efficiently?
What potential modification of a procedure or product had to be analyzed?
2.
Methods, Major Findings & Implications
Managers are not concerned with the intricate details of a project. They assume that work was
conducted professionally and competently. As such, methods rarely receive more than one or two
sentences. Conclusions and recommendations are the major concerns of a project manager. Each should
be discussed in a full paragraph.
Example
You are working in the research-and-development (R&D) division of an automobile manufacturer which has
created a composite material that can replace steel in engine components. This innovation has far-reaching
effects throughout the company and industry.
Before drafting your message, consider your audience. A longer, more technical report will focus on answering the
following questions:
How was the composite devised?
What are its chemical and mechanical structures?
What are its properties?
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
As you might imagine, these answers would span a great amount of text, diagrams, and charts. More importantly,
one writes such a document for an audience with a technical and scientific background. Executives, on the other
hand are less concerned about chemistry than about how this project can help them make a better automobile for
less money. The executive summary should then focus on managerial implications, such as:
Why is this composite better than steel?
How much do the raw materials cost? Are they readily available?
How difficult is it to make the composite?
Are there physical limitations to the amount we can make?
Is the composite sufficiently different to present any legal problems?
Does the composite have other possible uses in cars?
Now that you’re oriented to the needs of the audience, write a draft of the executive summary using headings that
follow the two-part structure mentioned earlier:
Background. Specifically address costs and savings. Show totals for monthly and yearly losses.
Opportunities. Quantify percentages to give your readers a good understanding of what motivated your
study.
Methods. All the details on your methodology should be included within the longer report, but in the
executive summary, include only a brief description.
Findings. Describe the findings in accordance with your readers’ needs. If your readers understand your
subject sufficiently and want to know your principal results, provide them.
Conclusions. Describe or list your recommendations based on your findings.
When you are finished with the draft, ask someone who is not involved with the project to read your executive
summary. What questions do they ask? Where does the document become jumbled with technicalities? Are the
findings and implications clearly expressed? These questions will guide your process of revision.
Finally, place the executive summary before the body of the report and list it in the table of contents.
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
Below, you will find examples of well-designed executive summaries written by former BA students at the Goizueta
Business School.
1. Executive Summary 1 (Word)
2. Executive Summary 2 (Word)
3. Executive Summary 3 (Word)
4. Executive Summary 4 (Word)
(PDF)
(PDF)
(PDF)
(PDF)
Adapted by Deborah Valentine from Technical Communication: Situations and Strategies, 4th Ed., by Mike Markel,
St. Martin’s Press, New York, 1996.
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.I. PRESS RELEASE
A press release (news release) is one of the primary public relations vehicles to communicate news and
information to the media. Today, journalists receive a tremendous volume of releases each week, many of these
are deleted or marked as spam. In order to ensure that your press release is read and used, you need to capture
the journalist's attention and provide a story that writes itself.
10 steps for writing a successful press release:
1.
Use a creative headline that grabs the journalist's attention. Keep the headline short, edgy, and
descriptive.
2.
Put the most important information at the top. The journalist should be able to tell what the release is
about from the first paragraph. Otherwise, they probably won't read further.
3.
Avoid hype and unsubstantiated claims. Journalists receive "pitches" every day, so stick to the facts and
provide specific information.
4.
Be active and to the point. Use active voice [link] and clear language that will excite the reader.
5.
Keep the release short: 1 or 2 pages only. The goal of the press release is to engage the journalist. Once
the journalist is interested, you can provide more in-depth information through additional
correspondence.
6.
Avoid jargon, especially when detailing the technology industry. Don't alienate new journalists or readers
by using unfamiliar terminology or acronyms. Keep it simple.
7.
Highlight the benefits. Instead of hype (best, most, first), explain how people will benefit (save time, save
money).
8.
Be specific. Don't rely on generalities to attract journalists' interest. Instead, give specific examples and
details why the product or announcement is important.
9.
Include contact information to ensure follow-up information or interviews.
10. Proofread. Read the document out loud in order to refine grammar, flow, sentence length, and coherence.
Ask someone unrelated to the project to read through the release. Adapt the document to reflect any
ambiguities or questions that person might have.
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.J. JOB-SEEKING RESOURCES
One of the most important tasks of the business writer is designing cover letters and resumes. In this section,
we've provided guidance and examples. In addition, you'll see links to other sites with job search information.
First Impressions:
- Resumes [link]
- Cover Letter [link]
- Interviews [link]
- Follow-up Letter [link]
Links to Search Sites [link, or listed below]
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.J.I. RESUMES
[To be completed]
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.J.II. COVER LETTERS
The goals of your cover letter are to make a professional first impression, contextualize your resume, and to secure
an interview. While the resume details your experience, the cover letter introduces you and relates your
experiences directly to the job for which you are applying. To create an effective cover letter, consider the
following guidelines:
Original
Compose an original letter for each position application. Don't make the mistake of using a generic cover letter to
introduce yourself to all potential employers. Recruiters and human resources specialists can spot a generic cover
letter, and they may assume that you do not want the job enough to write an original letter.
Targeted
Interpret the information on your resume to match the requirements of the job. For example, if the job description
asks for a candidate with a CPA or equivalent experience, describe how your accounting experience qualifies you
for the position.
Specific
If possible, address your cover letter to a specific person. If you are responding to an advertisement, avoid the
outdated "To whom it may concern" or "Dear Sir or Madam." Instead, do some research to discover the name and
position title of the decision-maker. If you cannot find a name or title, use the AMS Simplified format [link] and
skip the salutation entirely. After your address, double space and begin your text as illustrated in Employment
Package 3 [link].
Also, indicate your source or where you found the job opening (referral by current employee, online, job fair, etc.).
Brief
Your cover letter should be one page. No longer. Remember that a hiring manager has only a brief amount of
time to read through dozens, if not hundreds of cover letters.
Benefit-Oriented
Translate your experience into your qualifications for the job and detail the contributions you can make. For
example, if you apply for a job in business communication, tell your potential employer about your experience
producing effective business letters, proposals, and making professional presentations rather than simply stating
that you have completed coursework in communication and business writing.
Interest in the Job
Discuss why you are interested in the particular job and organization, specifically. Research the position and the
company and relate your qualifications to the company's needs or mission.
Next Steps
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
Clarify your available dates and times for an interview. Specifically ask for the interview. Take a pro-active
approach and tell your reader that you will contact him or her on a specific date.
Demonstrate Business Writing Skills
Use the cover letter as an opportunity to demonstrate your strong writing skills through the use of document
design, active voice, and strong communication strategy.
By following these guidelines, you can create a cover letter that complements your resume and gets you the
interview by matching your skills and experience to the requirements of the available position.
1. AMS Simplified Cover Letter (Word) (PDF)
1999 by Molly Epstein, Management Communication, Goizueta Business School, Emory University, Atlanta,
Georgia. For more information, send e-mail to Molly_Epstein@bus.emory.edu
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.J.III. INTERVIEWS
[To be completed]
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.J.IV. FOLLOW-UP LETTERS / EMAILS
Complete your positive, professional impression by following-up your interview with a letter that reiterates your
qualifications and interest in the job. A well-strategized and effectively written follow-up letter will create a
professional impression that can give you the competitive edge.
Timing
Write and mail your letter to the interviewer within 24 hours of the interview. Hand delivering your note lets your
interviewer know that your interest level is high.
Format
Either a handwritten or typed letter of thanks is appropriate. Write your letter by hand if your penmanship is very
legible, you have personalized stationery, or your note is brief. Otherwise, a typed letter is a better option.
Content
The content of your letter is a very personal decision. Base this decision on the rapport you established with the
interviewer and the formality of the interview. Consider the following suggestions:
-
Identify Yourself. Remember that your interviewer may have spoken to many people in the same day. To
help the interviewer remember you, mention any topics that helped establish rapport, such as shared
hobbies, hometown, etc.
Example: If you and the interviewer both sold subscriptions to the local newspaper while in
college, remind him of this commonality and the conversation you had about it -- "I'm pleased to
learn that the persistence and persuasion I learned selling subscriptions to the Daily News is so
valuable in the business world. "
-
Sell Yourself. Reiterate why you are a good candidate for the job using specific examples from your
experience. During the interview, you may have learned more detail about the available position, so
relate your qualifications to the job description.
Example: "My four years of experience as assistant manager at Blimpie's qualifies me to
successfully manage Houston's. I hired, trained, and managed a staff of four, estimated and
ordered all supplies, and worked within strict franchise guidelines "
-
Fill in the Blanks. Tell the interviewer anything you left out. During the interview, you may get sidetracked
and forget to mention something about yourself that you really want your interviewer to know. If so, the
follow-up letter is your chance to do it.
Example: During the interview, your interviewer talked enthusiastically about the importance of
teamwork, but you didn't get a chance to mention your experience as a team player. "Your
insight on how an effective team works makes me realize how fortunate I am to have been part
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
of the Hands on Atlanta team. As a volunteer with carpentry experience, I was assigned to a
team responsible for repairing roots . . . [proceed with example]. "
-
Restate your Interest. Naturally, employers are hesitant to make offers to candidates who may not accept.
Reassure the interviewer of your interest and cite any specific reasons you may have for wanting the
position.
Example: "XYZ's corporate environment, reputation, and everyone I met during my interview process
make me even more enthusiastic about joining the company. XYZ's plan to recycle discarded tires and
make affordable electricity available to all residents of the township perfectly coincides with my
personal philosophy toward maximizing our recyclable resources. Please consider me as a candidate
for [the position]. "
-
Establish Next Steps. Clarify who will make contact. If your interviewer specified a certain date or time he/
she plans to make a hiring decision and contact you, mention this in your letter. If your interviewer did
not mention any specifics, be pro-active and let him/her know you will make contact after a reasonable
amount of time. Be specific about when you will contact your interviewer, and then make sure you follow
up!
Example: ''I look forward to hearing from you after you complete interviews the first week in
February, " or "As you suggested, I will contact you the first week in February. "
-
Clarify Details. If you are fortunate enough to receive an offer during an interview, clarify the details of
the offer in your follow-up letter. The intense setting of an interview combined with the excitement of an
offer may be so overwhelming that the details of the offer become unclear. Use your notes to help you
reiterate the specifics of the offer in your follow-up letter and ask your interviewer to confirm them.
Remember, take as much time as you need to make a decision about an offer.
Example: "As you mentioned during our meeting, the financial analyst position you offered begins on
January 5, 2000 with a starting salary of $40,000 and raise eligibility at my six-month review. I will call
you Tuesday to confirm that these details are accurate and, in addition, I will make a decision about
the position by Friday. "
Note: Remember to ask your interviewer for a business card so you know where to send the letter.
1999 by Molly Epstein, Management Communication, Goizueta Business School, Emory University, Atlanta,
Georgia. For more information, send e-mail to Molly_Epstein@bus.emory.edu
7.
Business Writing Essentials (page)
a.
About business writing
b. Inclusive Language (page and PDF) *
c.
Pyramid Principle (page and PDF) *
d. Citations (with links to library, Emory style guide)
e. Visual Aids (page and PDF) *
f.
Emails (page and PDF)
g.
Memos (page and PDF)
h. Executive Summary (page and PDF ) *
i.
Press Release (page and PDF) *
j.
Job-Seeking Resources/Guides(page)
i. Resumes (page and PDF; link to career services?) *
ii. Cover Letters (page and PDF; link to career services?)
iii. Interviews (page and PDF; link to career services?) *
iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *
v. Links to Search Sites (page)
7.J.V. LINKS TO SEARCH SITES
- Goizueta Business Library Job Research
- Emory's Career Research Center
- Monster.com
- Wetfeet.com
- Flipdog.com
- Jobtrack.com
- College of Healthcare Information Management Executives
- 6 Figure Jobs
- Exec-U-Net
- Netshare
- Search Base
- Search Bulletin
- SIRC
- Atlanta Computer Jobs
- Atlanta Job Search
- Atlanta Job Resource Center
- Atlanta’s Preferred Jobs
- Career Guide Atlanta & Southeast
- Georgia Careers
- Work Atlanta
- Vet Jobs