Chapter 1: business in the information age


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Tiếng-Anh-chuyên-ngành-2-ESP121.7 (1)


-Business communicators must find a way to organize their information
+Skilled writers group similar items together by placing ideas in a strategic sequence that helps the reader understand relationships and accept the wirter’s views
+Unorganized message fail to emphasize important points and confuse readers
+Puzzled readers cant see how the pieces fit together and they become frustrated and irritated
+Many communication experts regard poor organization as the greatest failing of business writers

2 of 7:
Creating lists and outlines
-To develop simple messages, some writers make a quick scratch list of the topics they wish to cover
-Next they compose a message directly from the scratch list
-Most writers, though need to organizr their ideas – especially if the project is complex – into a hierarchy, such as an outline
-An outline gives writers a chance to organize their thoughts before becoming bogged down in word choice and sentence structure

3 of 7:
Typical document components
-Business documents contain typical components arranged in traditional strategies
+An e-mail, memo or letter is generally organized with an opening, body and closing
+A procedure would contain a sequence of steps for the receiver to follow
+An informational report usually includes an introduction, facts and a summary
+An analytical repoort includes an introduction or problem statement, followed by facts and findings, conclusions and recommendations (if requested)
+A proposal includes an introduction, a proposed solution, staffing considerations, a schedule and/or associated costs and an authorization request

4 of 7:
Structuring ideas into strategies
-Two organizational strategies provide plans of action for typical business messages: the direct strategy and the indirect strategy
+In the direct strategy, the main idea comes first, followed by details, explaination or evidence
+In the indirect strategy, the main idea idea follows the details, explaination and evidence
-The strategy you select is determined by how you expected the audience to react to the message

5 of 7
-The direct method, also called frontloading, offers at least three advantages
+Saves the reader’s time
+Sets a proper frame of mind
+Reduces frustration
-Typical business messages that follow the direct strategy include routine requests and responses, orders and acknowledgement, nonsensitive memos, e-mails, informational reports and informational oral presentations

6 of 7:
-When you expect the audience to be uninterested, unwilling, displeased or perhaps even hostile, the indirect strategy is more appropriate
-In this strategy, you reveal the main idea only after you have offered an explanation and evidence
-This approach works well with three kinds of messages
+Bad news
+Sensitive news

7 of 7:
-The indirect strategy has 3 benefits:
+Respects the feelings of the audiences
+Facilitates a fair hearing
+Minimizing a negative reaction
-Business messages that could be developed indirectly include e-mails, memos and letters that reffuse requests, deny claims and disapprove credit
-Persuasice requests, sales letters, sensitive messages and some reports and oral presentations mat also benefit from the indirect strategy

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