Ch03 Instructor

CHAPTER 3
Composing
Business
Messages
Instructor Only Version

2010 Thomson South-Western
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Business Communication, 8e
Chapter 1,
3, Slide
Slide 2
Chapter
Collecting Information
Search manually (books, magazines,
journals).
Access electronically (Internet, databases,
compact disks).
Go to the source (interviews, surveys,
questionnaires, focus groups).
Conduct scientific experiments (measure
variables using control groups).
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 3
Informal Research
Look in your
organizations files.
Talk with your boss.
Interview the target
audience.
Conduct an informal
survey.
Brainstorm for ideas.
Chapter 3, Slide 4
Organizing
Information
Into an
Outline
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 5
Chapter
Tips for Making Outlines

Tips:
Define main topic in title.
Divide the topic into three to five main points.
Break the components into subpoints.
Make each component exclusive
(no overlapping).
Don't put a single item under a major
component.
Use details and evidence to support subpoints.
Chapter 3, Slide 6
Organizing
Organizing
Business
Business
Messages
Messages
DIRECT
DIRECTSTRATEGY
STRATEGY
Main
Mainidea
ideacomes
comes
first
firstfollowed
followedby
by
details
detailsand
andexplanations
explanations
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 7
Chapter
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 8
Chapter
Organizing
Organizing
Business
Business
Messages
Messages
Explanation
Explanationprecedes
precedes
main
mainidea
idea
INDIRECT
INDIRECTSTRATEGY
STRATEGY
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 9
Chapter
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 10
Chapter
DIRECT
DIRECT
STRATEGY
STRATEGY
Saves readers time

Sets a proper frame of mind
Prevents frustration
Appears businesslike
Advantages
Advantages
INDIRECT
INDIRECT
STRATEGY
STRATEGY
Respects feelings of audience

Encourages a fair hearing
Minimizes a negative reaction
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 11
Chapter
DIRECT
DIRECT
STRATEGY
STRATEGY
Receiver is receptive
Receiver requires no education
about topic
Message is routine
Useful
Usefulwhen
when
INDIRECT
INDIRECT
STRATEGY
STRATEGY
Receiver may be upset or

hostile
Receiver must be persuaded or
educated
Message is sensitive
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 12
Chapter
Effective Sentences
Complete
Sentences
Clauses
Phrases
Complete sentences have subjects

and verbs and make sense
(are capable of standing alone).
subject
verb
Employees send many e-mail messages.

Chapter 3, Slide 13
Effective Sentences
Complete
Sentences
Clauses
Phrases
Clauses also have subjects and verbs.

Independent clauses can stand alone.
Dependent clauses rely on independent
clauses for their meaning.
dependent clause
independent clause
When you speak, you reveal yourself.

Chapter 3, Slide 14
Effective Sentences
Complete
Sentences
Clauses
Phrases
Phrases are groups of related

words without subjects and verbs.
phrase
phrase
In the afternoon, I work at the mall.

Chapter 3, Slide 15
Avoid
sentence
fragments.
Fragment
Even though the pay was low. Many candidates
applied.
Revision:
Even though the pay was low, many candidates
applied.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 16
Chapter
Avoid
sentence
fragments.
Avoid runon (fused)

sentences.
Fused Sentences
Two candidates applied only one was hired.
Revisions:
Two candidates applied. Only one was hired.
Two candidates applied; only one was hired.
Two candidates applied, but only one was hired.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 17
Chapter
Avoid
sentence
fragments.
Avoid runon (fused)

sentences.
Avoid
commasplice
sentences.
Comma Splice
Many were qualified, Jeff was hired.
Revisions:
Many were qualified. Jeff was hired.
Many were qualified; Jeff was hired.
Many were qualified; however, Jeff was hired.
Many were qualified, but Jeff was hired.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 18
Chapter
Revise the following to avoid

fragments, run-on sentences, and
comma-splices.
You can create a Webbased job portfolio it will
impress potential
employers.
You can create a Webbased job portfolio; it

will impress potential
employers.
Quick
Check
Send a scannable
rsum. When you apply
for a job.
Send a scannable
rsum when you
apply for a job.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 19
Chapter

comma-splices.
Although technical skills

are important.
Communication skills
are also in great
demand.
College used to be for
young people, however
many older students
now seek degrees.
Although technical skills

are important,
communication skills are
also in great demand.
College used to be for
young people; however,
many older students now
seek degrees.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 20
Chapter

comma-splices.
Technology is changing
the business world
people are writing more
messages than ever
before.
Technology is changing
the business world.
People are writing more
messages than ever
before. OR: Technology
is changing the business
world; people are . . . .
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 21
Chapter

comma-splices.
Executives are busy, Executives are busy.
they won't read
They won't read
wordy messages and wordy messages and
reports.
reports. OR:
Executives are busy;
they won't read . . . .
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 22
Chapter
Emphasis Through
Mechanics
Underlining:
Which of these methods do you prefer?
Italics and Boldface:

The use of boldface and italics captures the
readers attention.
All Caps:
Notice how EXPENSE-FREE VACATION stands
out.
Chapter 3, Slide 23
Emphasis Through
Mechanics
Dashes:
Other methodsincluding dashesmay be used.
Tabulation: Listing items vertically emphasizes
them:
1. First item
2. Second item
3. Third item
Chapter 3, Slide 24
Which of these
other means of
achieving
mechanical
emphasis is/are
appropriate in
business letters?
White space
Color
Lines
Boxes
Columns
Titles
Headings
Subheadings
Discuss any differences with the

suggested answers provided.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 25
Chapter
Which of these
other means of
achieving
mechanical
emphasis is/are
appropriate in
memos?
White space
Color
Lines
Boxes
Columns
Titles
Headings
Subheadings

MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 26
Chapter
Which of these
other means of
achieving
mechanical
emphasis is/are
appropriate in
e-mail
messages?
White space
Color
Lines
Boxes
Columns
Titles
Headings
Subheadings

MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 27
Chapter
White space
Which of these
other means of
achieving
mechanical
emphasis is/are
appropriate in
reports?
Color
Lines
Boxes
Columns
Titles
Headings
Subheadings
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 28
Chapter
Emphasis and De-emphasis

Through Style
To emphasize an idea
Use a vivid expression, such as in bug-free
software rather than dependable software.
Label the idea with expressions such as more
importantly, the principal reason, or the best
alternative.
Put the important idea first or last in the
sentence.
Put the important idea in a simple sentence or in
an independent clause.
Chapter 3, Slide 29
Emphasis and De-emphasis

Through Style
To de-emphasize an idea
Use general, rather than specific, words (some
customers complained, rather than 125
customers complained).
Place the idea in a dependent clause connected
to an independent clause containing a positive
idea.
Although items cannot be returned for cash,
you will receive store credit for any returned
purchases.
Chapter 3, Slide 30
Active- and Passive-Voice Verbs

Active-voice verbs show the subject
performing the action.
Most major employers require drug testing.
(Active voice; the subject is acting)
Dr. Smith recommended Tina for the job.

(Active voice; the subject is acting)
Chapter 3, Slide 31

In passive-voice sentences, the subject is
being acted upon. Passive-voice verbs
require helper verbs:
Drug testing is required by most major employers.
(Passive voice; the subject is being acted upon)
Tina was recommended for the job by Dr. Smith.

(Passive voice; the subject is being acted upon)
Chapter 3, Slide 32

Use the active voice for most business
writing.
Use the passive voice to emphasize an
action or the recipient of the actionrather
than the actor (New laws were passed; drunk
drivers were targeted).
Use the passive voice to break bad news
(Although your lease cannot be renewed, we
can offer . . . ).
Chapter 3, Slide 33
Convert the following sentences to

active voice. You may have to add a
subject.
Our membership
The president postponed
meeting was postponed our membership
by the president.
meeting.
Quick
Check
The rsums of job

candidates are sorted
quickly by the software
program Resumix.
The software program

Resumix sorts rsums
of job candidates quickly.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 34
Chapter

subject.
All team messages are

sent by e-mail.
Team members send all

messages by e-mail.
Drug tests are required

of all new employees.
The company requires

drug tests for all new
employees.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 35
Chapter

subject.
We were given our

orders by the manager.
The manager gave us

our orders.
Our intranet is used by

employees to complete
forms.
Employees use our

intranet to complete
forms.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 36
Chapter

passive voice.
We must delay
shipment of your
merchandise because
of heavy demand.
Your merchandise
shipment must be
delayed because of
heavy demand.
Management rejected
our plan.
Our plan was rejected by

management.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 37
Chapter

passive voice.
The technician could not The computer program
install the computer
could not be installed.
program.
Someone did not submit The accounting

the accounting
statement was not
statement on time.
submitted on time.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 38
Chapter
Developing Parallelism
Parallel expression uses balanced construction.
Match nouns with nouns, verbs with verbs,
phrases with phrases, and clauses with clauses.
Poor
Parallel
Training
Trainingsessions
sessions
have
havebeen
beenstimulatstimulating
ingand
andaachallenge.
challenge.
Training
Trainingsessions
sessions
have
havebeen
beenstimulatstimulating
ingand
andchallenging.
challenging.
(Matches
(Matches-ing
-ingverbals)
verbals)
Chapter 3, Slide 39
Poor
We
Weare
arevery
very
concerned
concernedwith
withthe
the
quality
qualityofofraw
raw
materials,
materials,where
where
they
theyare
arelocated,
located,and
and
how
howmuch
muchititcosts
coststoto
transport
transportthem.
them.
Parallel
We
Weare
arevery
very
concerned
concernedwith
withthe
the
quality,
quality,location,
location,and
and
transportation
transportationcosts
costs
ofofraw
rawmaterials.
materials.
(Matches
(Matchesnouns)
nouns)
Chapter 3, Slide 40
Poor
Parallel
Serena
Serenatakes
takesthe
the
telephone
telephoneorders,
orders,
Matt
Mattlocates
locatesthe
the
items
itemsininthe
thewarewarehouse,
house,and
andthe
the
items
itemsare
aresent
sentby
by
Yolanda.
Yolanda.
Serena
Serenatakes
takesthe
the
telephone
telephoneorders,
orders,
Matt
Mattlocates
locatesthe
the
items
itemsininthe
thewarewarehouse,
house,and
andYolanda
Yolanda
sends
sendsthe
theitems.
items.
(Matches
(Matchesactive-voice
active-voiceverbs)
verbs)
Chapter 3, Slide 41
How could parallelism be improved in

the following sentence?
Our knowledge
Our knowledge
management system Quick
management system
focuses on the
focuses on the
Check
collecting, storage,
collecting, storing,
and sharing of best and sharing of best
practices.
practices.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 42
Chapter

The fall seminar is in
October, December
is scheduled for the
winter seminar, and
May is the month of
the spring seminar.
The fall seminar is in

October, the winter
seminar is in
December, and the
spring seminar is in
May.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 43
Chapter

We are pleased to
recommend
Elizabeth because
she has sincerity,
she is reliable, and
she works with
diligence.
We are pleased to
recommend Elizabeth
because she is
sincere, reliable, and
diligent.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 44
Chapter
Dangling and
Misplaced Modifiers
For clarity, modifiers must be
close to the words they
describe or limit. Be particularly
careful to place a logical
subject immediately after an
introductory verbal phrase.
Chapter 3, Slide 45
Dangling and
Misplaced Modifiers
Poor
After
Afterconsidering
considering
the
theproblem
problem
carefully,
carefully,new
new
procedures
procedureswere
were
suggested
suggestedby
by
management.
management.
Revised
After
Afterconsidering
considering
the
theproblem
problem
carefully,
carefully,
management
management
suggested
suggestednew
new
procedures.
procedures.
Chapter 3, Slide 46
Dangling and
Misplaced Modifiers
Poor
Any
Anystudent
studenthas
hasfull
full
online
onlineprivileges
privilegeswho
who
isisenrolled
enrolledininthe
the
college.
college.
Revised
Any
Anystudent
studentwho
whoisis
enrolled
enrolledininthe
the
college
collegehas
hasfull
full
online
onlineprivileges.
privileges.
Chapter 3, Slide 47
Dangling and
Misplaced Modifiers
Poor
Its
Itshard
hardtotounderunderstand
standwhy
whyemployees
employees
would
wouldnot
notgo
gototoour
our
technical
technicalsupport
support
staff
staffwith
withsoftware
software
problems.
problems.
Revised
Its
Itshard
hardtotounderunderstand
standwhy
whyemployees
employees
with
withsoftware
software
problems
problemswould
wouldnot
not
go
gototoour
ourtechnical
technical
support
supportstaff.
staff.
Chapter 3, Slide 48
Dangling and
Misplaced Modifiers
Poor
Using
Usingaasearch
search
engine,
engine,the
theWeb
Web
site
sitewas
wasfinally
finally
located.
located.
Revised
Using
Usingaasearch
search
engine,
engine,we
wefinally
finally
located
locatedthe
theWeb
Website.
site.
Chapter 3, Slide 49
Revise the following sentence to correct any

misplaced modifiers. Retain the introductory
phrases.
To be hired, two years
of experience is
required.
Dipped in butter, you

can really enjoy a fine
lobster.
To be hired, one must

have two years of
experience.
Quick
Check
Dipped in butter, a fine

lobster can truly be
enjoyed.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 50
Chapter

phrases.
By advertising
extensively, all open
jobs were filled quickly.
By advertising
extensively, we filled all
open jobs quickly.
After leaving the office,

Jeff's car would not
start.
After leaving the office,

Jeff could not start his
car.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 51
Chapter

phrases.
She died in the house in At the age of 88, she
which she was born at
died in the house in
the age of 88.
which she was born.
Despite being
paralyzed, doctors
hoped that Mark would
walk again.
Despite Mark's paralysis,

doctors hoped that he
would walk again.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 52
Chapter
Revise the following sentence to correct

any misplaced modifiers.
To receive an
The sentence is
employment form, fill correct as it stands.
out this application. You is the
understood subject of
(Tricky!)
a command.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 1,
3, Slide
Slide 53
Chapter
Three Ways to Achieve

Paragraph Coherence
To help guide your reader or listener from
one thought to another, develop coherence
by using one of these devices:
Repeat a key idea or key words.

Next month we plan to launch a promotion
for our new Web site. The promotion will
involve newspaper and TV campaigns.
Chapter 3, Slide 54

Paragraph Coherence
Use a pronoun.
Considerable interest is being
shown in our extended
certificates of deposit. They are
more profitable when left on
deposit for long periods.
Chapter 3, Slide 55

Paragraph Coherence
Use an appropriate transitional
expression.
Time Association
before, after
first, second
meanwhile
next
until
when, whenever
Chapter 3, Slide 56

Paragraph Coherence
Contrast
although
but
however
instead
nevertheless
on the other hand
CauseEffect
consequently
for this reason
hence
therefore
Chapter 3, Slide 57

Paragraph Coherence
Additional Idea
furthermore
in addition
likewise
moreover
similarly
Illustration
in this way
for example
TIP: Paragraphs
with eight or fewer
printed lines look
inviting and readable.
Chapter 3, Slide 58
Composing the First Draft

Complete all necessary research.
Find a quiet place to concentrate and work.
Prohibit calls, visitors, and interruptions.
Organize information into an outline.
Decide whether to write quickly (freewriting)
OR revise as you go.
Imagine you are talking to a reader or
listener.
Chapter 3, Slide 59
END
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CHAPTER 3

Instructor Only Version

Tips for Making Outlines

Mary Ellen Guffey, Essentials of Business Communication, 8e

Saves readers time

Respects feelings of audience

Receiver may be upset or

Complete sentences have subjects

Employees send many e-mail messages.

Clauses also have subjects and verbs.

When you speak, you reveal yourself.

Phrases are groups of related

In the afternoon, I work at the mall.

Avoid runon (fused)

Two candidates applied only one was hired.

Avoid runon (fused)

Many were qualified, Jeff was hired.

Revise the following to avoid

You can create a Webbased job portfolio; it

Revise the following to avoid

Although technical skills

Although technical skills

Revise the following to avoid

Revise the following to avoid

Italics and Boldface:

Mary Ellen Guffey, Essentials of Business Communication, 8e

Discuss any differences with the

Discuss any differences with the

Discuss any differences with the

Emphasis and De-emphasis

Emphasis and De-emphasis

Active- and Passive-Voice Verbs

Dr. Smith recommended Tina for the job.

Mary Ellen Guffey, Essentials of Business Communication, 8e

Active- and Passive-Voice Verbs

Tina was recommended for the job by Dr. Smith.

Mary Ellen Guffey, Essentials of Business Communication, 8e

Active- and Passive-Voice Verbs

Convert the following sentences to

The rsums of job

The software program

Convert the following sentences to

All team messages are

Team members send all

Drug tests are required

The company requires

Convert the following sentences to

We were given our

The manager gave us

Our intranet is used by

Employees use our

Convert the following sentences to

Our plan was rejected by

Convert the following sentences to

Someone did not submit The accounting

Mary Ellen Guffey, Essentials of Business Communication, 8e

Mary Ellen Guffey, Essentials of Business Communication, 8e

How could parallelism be improved in

How could parallelism be improved in

The fall seminar is in

How could parallelism be improved in

Mary Ellen Guffey, Essentials of Business Communication, 8e

Mary Ellen Guffey, Essentials of Business Communication, 8e

Mary Ellen Guffey, Essentials of Business Communication, 8e