CHAPTER 3

3-2

Chapter 3Building Goodwill

You-Attitude Positive Emphasis Tone, Power, Politeness Bias-free Language

PresenterPresentation NotesChapter 3. Building Goodwill

3-3

Chapter 3 Learning Objectives

@ LO 3-1 Create you-attitude@ LO 3-2 Create positive emphasis @ LO 3-3 Improve tone in business communications@ LO 3-4 Reduce bias in business communications

3-4

Goodwill

@ Build goodwill through You-attitude Positive emphasis Bias-free language

PresenterPresentation NotesGoodwill eases the challenges of business and administrative communication. Companies have long been aware that treating customers well pays off in more sales and higher profits. Goodwill is important internally as well as externally. More and more organizations are realizing that treating employees well is financially wise and ethically sound. Happy employees create less staff turnover, thus reducing hiring and training costs. You-attitude, positive emphasis, and bias-free language are three ways to build goodwill.

3-5

You-Attitude

@ Looks at things from audiences viewpoint

@ Emphasizes what audience wants to know

@ Respects audiences intelligence@ Protects audiences ego

PresenterPresentation NotesYou-attitude is a style of communication that looks at things from the audiences point of view, emphasizing what the audience wants to know, respecting the audiences intelligence, and protecting the audiences ego. Putting what you want to say in you-attitude is a crucial step both in thinking about your audiences needs and in communicating your concerns.

3-6

Five Ways to Create You-Attitude

1. Talk about audience, not yourself.2. Refer to audiences request or order.3. Dont talk about feelings.4. In positive situations, use you more

often than I. Use we when it includes the audience.

5. In negative situations, avoid you.

PresenterPresentation NotesTo apply you-attitude, use the following five techniques: talk about the audience, not about yourself; refer to the audiences request or order specifically; dont talk about feelings, except to congratulate or offer sympathy; in positive situations, use you more often than I. Use we when it includes the audience; in negative situations, avoid the word you. Protect the audiences ego. Use passive verbs and impersonal expressions to avoid assigning blame.

3-7

Talk About Audience, Not Yourself

@ Tell how message affects the audience@ Dont mention communicators work or

generosity@ Stress what audience wants to know

Yourself

PresenterPresentation NotesYour audience wants to know how they benefit or are affected. When you provide this information, you make your message more complete and more interesting. Any sentence that focuses on the communicators work or generosity lacks you-attitude, even if the sentence contains the word you. Instead of focusing on what you are giving, focus on what your audience can now do. To do that, you may need to change the grammatical subject. Emphasize what the audience wants to know. For instance, your audience is less interested in when you shipped the order than in when it will arrive.

3-8

Talk About Audience: Examples

@ Lacks you-attitude I negotiated an agreement with Apex Rent-

a-Car that gives you a discount. We shipped your May 21 order today.

@ Contains you-attitude You now get a 20% discount when you rent

a car from Apex. The three coin sets you ordered will ship

today and should reach you by June 6.

PresenterPresentation NotesHere are some example sentences that lack and contain you-attitude.

3-9

Refer to Audiences Request or Order Specifically

@ Make specific references, not generic

@ Name content of order for person or small business

@ Cite purchase order numbers for customers that order often

PresenterPresentation NotesRefer to the customers request, order, or policy specifically, not as a generic your order or your policy. If your customer is an individual or a small business, its friendly to specify the content of the order. If youre dealing with a company with which you do a great deal of business, give the invoice or purchase order number.

3-10

Refer to Audiences Request or Order Specifically: Examples

@ Lacks you-attitude We shipped your order today.

@ Contains you-attitude The 500 red and gray sweatshirts you

ordered were shipped today and will reach you early next week. Your P.O. 7823-N shipped on 11/04 and

will arrive within five business days.


3-11

Dont Talk About Feelings

@ Dont talk about audiences feelings

@ Dont predict audiences response

@ Only express feelings to Offer sympathy Congratulate

PresenterPresentation NotesIn most business situations, your feelings are irrelevant and should be omitted. Your audience doesnt care whether youre happy or bored at granting a routine application. All your audience cares about is the situation from their point of view. It is appropriate to talk about your own emotions in a message of congratulations or condolence. Dont talk about your audiences feelings, either. Its distancing to have others tell us how we feelespecially if they are wrong. When you have good news, simply give the good news.

3-12

Dont Talk About Feelings: Examples

@ Lacks you-attitude We are happy to give you a credit line of

$2,000. You will be happy to learn that your

reimbursement request has been approved.@ Contains you-attitude

You now have a $2,000 credit line with VISA. Your reimbursement request has been

approved.


3-13

In Positive Situations, Use You More Often Than I. Use We If It Includes the Audience

@ Use you in positive situations@ Rarely use I in messages@ Avoid we if it excludes the audience

YOU

PresenterPresentation NotesTalk about the audience, not you or your company. Most readers are tolerant of the word I in e-mail messages, which seem like conversation. Edit paper documents to use I rarely, if at all. I suggests that youre concerned about personal issues, not about the organizations problems, needs, and opportunities. We works well when it includes the reader. Avoid we if it excludes the reader (as it would in a letter to a customer or supplier or as it might in a memo about what we in management want you to do).

3-14

In Positive Situations, Use You More Often Than I. Use We If It Includes the Audience: Examples@ Lacks you-attitude

We provide exercise equipment to all employees. I will schedule a due date that works best for

my schedule.@ Contains you-attitude

You have access to the latest exercise equipment as a full-time employee of BNF. We will schedule the due date after we meet.


3-15

Avoid You in Negative Situations

@ Protect audiences ego@ Avoid assigning blame

Use passive verbs Use impersonal style

Talk about things, not people

PresenterPresentation NotesWhen you report bad news or limitations, use a noun for a group of which your audience is a part instead of you so people dont feel that theyre singled out for bad news. Consider also using passive verbs and impersonal expressions to avoid blaming the people. In most cases, active verbs are better. But when your audience is at fault, passive verbs may be useful to avoid assigning blame.

3-16

Avoid You in Negative Situations: Examples

@ Lacks you-attitude You failed to sign your flexible spending

account form. You made no allowance for inflation in

your estimate.@ Contains you-attitude

The flexible spending account form was not signed. The estimate makes no allowance for

inflation.


3-17

You-Attitude Beyond Sentence Level

@ Be complete@ Anticipate and answer questions@ Show why info is important@ Show how the subject affects audience@ Put most important info first@ Arrange info to meet audiences needs@ Use headings and lists

PresenterPresentation NotesGood messages apply you-attitude beyond the sentence level by using content and organization as well as style to build goodwill. Use these guidelines for building you-attitude throughout entire messages.

3-18

Positive Emphasis

@ Way of looking at situations@ Focus on the positive@ Create positive emphasis through

Words Information Organization Layout

Half full or half empty?

PresenterPresentation NotesIn most situations, its better to use positive emphasis over negative emphasis. Positive emphasis is a way of looking at things. Is the glass half empty or half full? You can create positive emphasis with the words, information, organization, and the layout you choose. On the other hand, some negatives are necessary. When you have bad news to give the audience, negatives build credibility. Sometimes negatives are needed to make people take a problem seriously. However, even in negative situations, try to be as positive as possible.

3-19

Five Ways to Create Positive Emphasis

1. Avoid negative words2. Beware of hidden negatives3. Focus on what audience can do, not

limitations4. Justify negative information by giving

reason or linking to audience benefit5. Put negative information in the middle

and present it compactly

PresenterPresentation NotesCreate positive emphasis by using the following five techniques:Avoid negative words and words with negative connotations. Getting rid of negatives has the benefit of making what you write easier to understand. Beware of hidden negatives. Some words are not negative in themselves but become negative in context.Focus on what the audience can do rather than on limitations. When you have a benefit and a requirement the audience must meet to get the benefit, the sentence is usually more positive if you put the benefit first.Justify negative information by giving a reason or linking it to an audience benefit. A reason can help your audience see that the information is necessary; a benefit can suggest that the negative aspect is outweighed by positive factors.Put the negative information in the middle and present it compactly. Put negatives at the beginning or end only if you want to emphasize the negative. To deemphasize a written negative, put it in the middle of a paragraph rather than in the first or last sentence and in the middle of the message rather than in the first or last paragraphs.

3-20

Avoid Negative Words: Examples

@ Contains Negatives Never fail to return library books on time. Because you failed to pay your bill, your

account is delinquent.@ Omits Negatives (Better)

Always return library books on time. The account is past due.

PresenterPresentation NotesHere are some example sentences of positive emphasis.

3-21

Beware of Hidden Negatives: Examples

@ Contains Negatives I hope this is the information you wanted. Please be patient as we switch to the automated

system.

@ Omits Negatives (Better) Enclosed is a brochure about joining the MI

Retiree Association. Youll be able to get information instantly about

any house on the market once the automated system is in place. If you have questions during the transition, please call Sheryl Brown.

PresenterPresentation NotesHere are some example sentences that attempt to omit hidden negatives.

3-22

Focus on What the Audience Can Do: Example

@ Negative You will not get your refund check until you

submit your official grade report at the end of the semester.

@ Better To receive your refund check, submit your

official grade report at the end of the semester.

PresenterPresentation NotesHere are some example sentences that focus on what the audience can and cannot do.

3-23

Justify Negative Information by Giving Reason or Linking to Audience Benefit: Example

@ Negative You cannot take vacation days without prior

approval from your supervisor.@ Better

To ensure that everyones duties will be covered, submit your first and second choices of vacation time to your supervisor by May 30.

PresenterPresentation NotesHere are some example sentences that justify negative information by giving a reason.

3-24

Put the Negative in the Middle and Present it Compactly

@ Put in middle of message and paragraph

@ Dont put at bottom of page 1

@ Dont present with bulleted or numbered lists

@ Make it short as you can @ Give it only once

PresenterPresentation NotesPut negatives at the beginning or end only if you want to emphasize the negative. To de-emphasize a written negative, put it in the middle of a paragraph rather than in the first or last sentence and in the middle of the message rather than in the first or last paragraphs. Dont list negatives with bulleted or numbered lists. These lists take space and emphasize material.

3-25

Tone, Power, and Politeness

@ Tone implied attitude of the communicator toward the audience

@ Good tone Businesslike, not stiff Friendly, not phony Confident, not arrogant Polite, not groveling

PresenterPresentation NotesTone is the implied attitude of the communicator toward the audience. If the words of a document seem condescending or rude, tone is a problem. Norms for politeness are cultural and generational; they also vary from office to office. Tone is tricky because it interacts with power. Language that is acceptable within one group may be unacceptable if used by someone outside the group. Words that might seem friendly from a superior to a subordinate may seem uppity if used by the subordinate to the superior. The desirable tone for business writing is businesslike but not stiff, friendly but not phony, confident but not arrogant, polite but not groveling.

3-26

Levels of Politeness: Examples

@ Highest: Would you be able to complete your report by Friday?

@ High: Progress reports should be turned in by Friday.

@ Mid: Please turn in your progress report by Friday.

@ Low: Turn in your progress report by Friday.

PresenterPresentation NotesHere are examples of varying levels of politeness.

3-27

Bias-Free Language

@ Words that do not discriminate on basis of Sex Age Ethnicity Race Physical condition Religion

PresenterPresentation NotesBias-free language is language that does not discriminate against people on the basis of sex, physical condition, race, ethnicity, age, religion or any other category. It includes all audiences, helps to sustain goodwill, is fair and friendly, and complies with the law. Nonsexist language treats both sexes neutrally. Language is nonracist and nonagist when it treats all races and ages fairly, avoiding negative stereotypes of any group. When you talk about people with disabilities or diseases, talk about the people, not the condition. When you produce newsletters or other documents with photos and illustrations, choose a sampling of the whole population, not just part of it.

3-28

Making Language Nonsexist

@ Treat both sexes neutrally Businessman = Business

person Woman doctor = Doctor Manning = Staffing

@ Dont assume everyone is heterosexual or married

PresenterPresentation NotesNonsexist language treats both sexes neutrally.

3-29

Making Language Nonsexist, continued

@ Avoid sexist job titles Actress Repairman Chairman Salesman Foreman Waitress

PresenterPresentation NotesCheck to be sure your messages are free from sexism in four areas: job titles, courtesy titles and names, pronouns, and other words and phrases.

3-30

Making Language Nonsexist, continued@ Use Ms. as courtesy title for

women Use professional title instead (if

any) Use Miss or Mrs. if audience

prefers it

@ Determine proper courtesy title for address and salutation

@ Omit sexist generic pronouns

PresenterPresentation NotesCheck to be sure your messages are free from sexism in four areas: job titles, courtesy titles and names, pronouns, and other words and phrases.

3-31

Making Language Nonracist and Nonagist

@ Give age or race only if relevant@ Refer to a group by term it prefers@ Dont suggest competence is rare:

She is an asset to her race. He is an active 83-year-old.

PresenterPresentation NotesLanguage is nonracist and non-ageist when it treats all races and ages fairly, avoiding negative stereotypes of any group. Give someones race or age only if it is relevant to your story. Refer to a group by the term it prefers. As preferences change, change your usage. Avoid terms that suggest competent people are unusual .

3-32

Talking about People with Disabilities & Diseases

@ People-first language Name person first; add disability or disease if relevant

@ Dont imply that disability or disease defines person

@ Dont use negative terms, unless audience prefers them (deaf vs. hard of hearing)

PresenterPresentation NotesA disability is a physical, mental, sensory, or emotional impairment that interferes with the major tasks of daily living. According to the U.S. Census Bureau, 19% of Americans currently have a disability. When talking about people with disabilities, use people-first language to focus on the person, not the condition. People-first language names the person first, then adds the condition. Use it instead of the traditional noun phrases that imply the condition defines the person.

3-33

Choosing Bias-Free Photos/Illustrations

@ Check visuals for possible bias Do they show people of both sexes and all

races? Is there a sprinkling of various kinds of

people? It is OK to have individual pictures that have

just one sex or one race?@ Check relationships and authority figures

as well as numbers

PresenterPresentation NotesWhen you produce a document with photographs or illustrations, check the visuals for possible bias. Do they show people of both sexes and all races? Is there a sprinkling of various kinds of people (younger and older, people using wheelchairs, etc.)? Its OK to have individual pictures that have just one sex or one race; the photos as a whole do not need to show exactly 50% men and 50% women. But the general impression should suggest that diversity is welcome and normal. Check relationships and authority figures as well as numbers.

Slide Number 1Slide Number 2Chapter 3 Learning ObjectivesGoodwillYou-AttitudeFive Ways to Create You-AttitudeTalk About Audience, Not YourselfTalk About Audience: ExamplesRefer to Audiences Request or Order SpecificallyRefer to Audiences Request or Order Specifically: ExamplesDont Talk About FeelingsDont Talk About Feelings: ExamplesIn Positive Situations, Use You More Often Than I. Use We If It Includes the AudienceIn Positive Situations, Use You More Often Than I. Use We If It Includes the Audience: ExamplesAvoid You in Negative SituationsAvoid You in Negative Situations: ExamplesYou-Attitude Beyond Sentence LevelPositive EmphasisFive Ways to Create Positive EmphasisAvoid Negative Words: ExamplesBeware of Hidden Negatives: ExamplesFocus on What the Audience Can Do: ExampleJustify Negative Information by Giving Reason or Linking to Audience Benefit: Example Put the Negative in the Middle and Present it CompactlyTone, Power, and PolitenessLevels of Politeness: ExamplesBias-Free LanguageMaking Language NonsexistMaking Language Nonsexist, continuedMaking Language Nonsexist, continuedMaking Language Nonracist and NonagistTalking about People with Disabilities & DiseasesChoosing Bias-Free Photos/Illustrations

CHAPTER 3

Documents

Transcript of CHAPTER 3