a process for management writing

7/31/2019 A Process for Management Writing

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A Process for Management

Writing

Prof Uma Bhushan


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Importance of planning

Lawyers

Pilots

Civil engineers Teachers


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Plan considerations

Purpose

Audience

Exploration what ideas should you consider? Patterns and outlines how can you best

arrange your ideas

Details and examples how can you supportyour points?


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Persuade Inform

Describe

Purpose of Business

Communication


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Understanding your purpose

Why are you communication?

What do others expect you to accomplish?

What do you expect to accomplish?

What do you want your audience to know?

What do you want them to feel?

What do you want them to do?

What situation, circumstance, attitude or event will beaffected by your communication?

What people, other than audience will be affected byyour communication?

Will this serve more than one purpose?


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Understanding your audience

Who is your primary audience?

Who is the secondary audience?

Is the audience homogenous?

How big is the audience?

What do they know about you

What do you know about them

How can you increase your credibility

What do you need to learn about them

What is your plan for feedback


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Exploration: what ideas should you

consider?

Two phases of the idea-design process

(1) Exploration finding and creating ideas

(2) selection and organization (choosing andordering ideas that facilitates understanding)


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How to generate ideas

Idea Circle

Write the topic on a sheet of paper and an

idea circle with as many wedges as you want


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The Idea-circle for marketing vinylzed

paint

Easy clean-up with

water

Fade-Resistant

Full range of

bright colors

Durable,

washable

Application by

roller

Safe for children (nolead)


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Ad copy

Brighten up your kids room this Saturday with

the rainbow colors of Vinyl-Brite. This one-

coat, lead-free, all-purpose interior paint lasts

for years. Handprints wipe off with a sponge.Worried about that painting mess? No

Problem Vinyl-Brite rolls on, and cleans up

with water. Hurry! IT is on sale now for Rs 99 alitre!


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How to organize ideas

Good business writing lies in finding the right

pattern to make sense out of the data


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A business application

Rahul was given a chaos in a basket. Unusually

high run of resignations in the past six months

12 in production, 6 in accounting and 3

among supervisory staff. HE got to analyse allthe exit interviews and asked to write a report

on the `whys.


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Rahuls organisational listing

My goal : to explain the unusual frequency ofresignations

Needs: What data do I want?

Resources: Are the data available? Where? Input; Read all available data

Evaluation: Locate common factors and themesamong resignations

Organization: order my points with appropriateevidence

Presentation: write the report in an effective way


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Rahuls organisation of reasons

The most common reason: Cost of living in theregion is too high in relation to salary

Significant minority reason: Poor chance for

advancement Isolated reasons: Spouses relocation, illness,

taking up further studies

Rahul got his evidence from the interviewrecords but the organisation pattern camefrom his own thinking.


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Sixteen patterns of organization

These are more like recipes they suggest a

way but not the only way

Change these patterns or invent new ones

according to

Audience, situation and purpose


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How to use these in all kinds of

messages short and long

When organising sentences into paragraphs

Use each step in the pattern as one or moresentences in the paragraph (examples follow)

Paragraphs into longer documents Use steps in the patterns to form topic sentences

in consecutive paragraphs

In very long documents, each step can be amajor heading in the report, proposal ormemo or letter


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1. Time

Structure

In the past

At Present

In the future

Example (From an annual report)

In the past, we supplied

local retailers with

prescription pharmaceuticalarticles. At present, we have

expanded our line to

include toiletries. In the

future, we want to break

into the OTC sales.


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2. Space

Structure

Far away (at a considerable

distance)

Close at hand

Right here

Example: from a Sales Letter

For busy brokers in Trent, Timemeans money, especially inchoosing an escrow company.Twenty miles north in Atlantaare the old-name escrowfirms. Closer at hand, but stilltwenty minutes by highway,are their branches, offeringlimited services. However,beginning, January 1, JensonEscrow is pleased to open afull-service office right here inTrent.


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3. Cause

Structure

Situation A caused event B

Event B can be described as

Event B can beundone/repeated/furthered

by

Example (from a claims letter)

Misdirections in theinstruction manual toaccompany my Moped caused

an expensive mishap. Becauseyou neglected to specify thatoil had to be mixed in with thepetrol. I had to pay Rs 800 tohave the frozen enginerepaired. Please send me

reimbursement for thatamount. May I also suggestthat you issue an amendedcopy of the instructionmanual.


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4. Emotion

Structure

Once I felt

Things changed

Now I feel

Example (from a resignationletter)

As an engineer here at CLT

sinec 2004, I felt that my

work would earn merespect and financial

rewards. However, twice in

the past three years, I have

been passed over for raises.

Therefore, I resign effective

Dec 20.


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5. Logic

Structure

All A situations have B

characteristics

C is an A situation

Therefore C has B

Example (from a memo)

All new accounts feel

hesitancy as new hands take

over the books. Our latestnew account, Winston

Lumber, is no different. We

must try to be sensitive to

Mr Wingstons initial

hesitancy to show all hisfinancial dealings

forthrightly.


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6. Relative Significance

Structure

What matters most

What must also be

considered What we can safely ignore

Example (from a letter ofrecommendation)

Above all else, Jain can sell,as demonstrated by herstellar track record inwholesale hardware sine2003. She has alsodistinguished herself as anaccurate record keeper andfield supervisor. The factthat she has little formaleducation interferes in noway with her productivity.


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7. Hidden Significance

Structure

A has obvious

characteristics

A also has seeminglyinsignificant characteristics

Why this seemingly

insignificant characteristic is

important

Example (from an internalpersonnel Memo)

Certainly, Mr Lance Nashpresents himself in an assured,groomed and socially

comfortable way. I noted,however, his passing remarkthat his college grades werealways right up there. Histranscripts reveal only a C

average. This slip, I think, cutsdeep into my favorableimpression of Mr Nash as acandidate for head teller atthe bank.


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8. Perspective

Structure

One way to look at the topic

A second way to view it

Finally, a third revealingview

Example (From a proposasl)

We all agree that L & MAuto needs more exposure.The sales staff recommends

a highway sign. Ouradvertising consultantfavors a flyer tucked in withthe daily newspaper. Theapproach outlined heretakes a new tack: a huge hotair balloon tethered to theroof of our dealership.


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9. Doubt

Structure

Others say that A will

happen

We doubt that A willhappen

Heres why

Example (From a real estatesales letter)

They are singing the oldlament again: housingprices are bound to fall, so

wait to buy. At MertonRealty, we just dont believeit. We point out that land,materials and labor costscontinue to rise at 13% ormore per year. A better buynext year? Dont bet yourmoney on it.


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10. Contrast

Structure

A is not like B

A has _______, but B has

____ Only A has ___________

Example (From a relocationreport)

Seattle differs from LA in

several ways. In Seattle,

commercial office spacerents for $1.10 per sq ftt in

LA, comparable property

rents for $1.85 per square

ft. Only Seattle offers clean

air, reasonable housingcosts and all the rain you

will ever wish for.


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11. Comparison

Structure

Both A and B have _____

Neither A nor B has ______

Only A has _______

Example (From the samerelocation report)

Both Seattle and Spokane

have a variety ofcommercial banks. Neither

has a region stock exchange.

Seattle, however, does offer

an international airport andharbour.


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12. Reputation

Structure

A is reputed to have ____.

In actuality, A does (does

not) have ___________ As reputation is

deserved/must be adjusted

Example (From a consumerreport)

A new pain reliever, Loado,claims to provide fourpotent painkillers in

addition to common aspirin.Our laboratory analysisreveals only the presence ofinert dyes in addition toaspirin. Loado offers morehype than common aspirin,but nor morepharmaceutical power.


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13. Variety

Structure

Item A comes in these

sizes/shapes/aspects

Example (from a health clubpromotional letter)

Beauty comes in different

forms: first, the irrepressible

natural glow of the teen;next, the warmth and fire of

your adulthood and finally,

the cultured radiance of

maturity.


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14. Opinions

Structure

Some people say

Others claim

But most will admit

Example (From a sales report)

Some of my clients feel thatit is a mistake to restockinventory during the next

quarter. Others claim thatprices will fall still lower inthe coming months.However, most will admitthat all retailers will have tomake major purchasesbefore the traditional Diwalirush.


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15. Preference

Structure

We see the merits of A

We also recognize the

merits of B But we prefer C (because)

Example (from a GrantsCommittee report)

We admire the fine workdone by Dr Merricks teamat Mayo clinic. We also have

the highest respect for MITcomputer simulation ofinheritable diseases. Wechose, however, to awardthe 21009 Research Grantto Boston Hospitals heartteam for its advanced workin cardiology.


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16. Likelihood

Structure

A is possible

B is likely

But C is certain (because)

Example: (from a reply to anorder)

While truck express may be

able to deliver your parts by

April 4, a somewhat laterdate is more likely.

However, air express could

guarantee delivery in time

for your assembly deadline.


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Outlines

First fill an idea circle

Find or invent a pattern to organise your ideas

Next write down your pattern of ideas as a

rough working outline


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Outline Example: Master Pattern

Topic: Changes in How We Communicate

Past I Fastest forms of communication over longer

distances survived slower formsA The natural world

1. Carrier pigeons Vs human runner

2. Visual Signals (Smoke, etc) Vs voice

B The technological world1. Telegraph Vs pony express

2. Telephone Vs telegraph


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Present

II. New fast modes now compete with familiar

slower modes

A what we sent and receive

1. Word processing Vs typing

2. Computer modem vs. traditional mail

B What we store and retrieve

1. Computer memory vs. file drawers

2. Database vs. book like directories


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Future

III More speed lies ahead, with inevitable changes

in how we communicateA How messages are generated

1. Artificial intelligence devices that helpus find appropriate words

2. Model documents stored in computerfor our use

B How messages are transmitted1. Satellite networks for worldwide

communication2. Speech-driven computers to free us from the

keyboard


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Details and Examples

Develop `hidden persuaders to support yoru

major and supporting points

Three roles of details and examples

Toprovide information

To verify(show the truth of) an assertion

To illustrate (give an example of) an abstraction

(an idea, concept or principle)


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Inform

A trip report includes details fo who visited

whom, when, where and what was said


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Verify

Hard work pays off

What is meant by hard work?

What do I mean by Pays off?

More clear with example: At Jackson Engineering, hard work pays off. 31 of

our 90 engineers worked at least 20 hoursovertime per month for the last year. All 31 men

and women received a 14% pay increase inrecognition of their commitment to the companyand its goals.


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What were the inaccuracies in the last

example?


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Spot the overclaim in these

advertisements

If Brighto can clean this brats clothes, it can

certainly get your wash spring fresh and super

clean.

More than 100 dentists of trhose surveyed foundstiki-sweet perfectly safe for childrens teeth.

You can trust your home to General Insurance.

Our local agent, Mark Tiers, pitched in to rebuildthe Boys; Club in Lincoln, Nebraska, when the

building was lost to fire last summer.


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Solution?

Insert qualifying remark (underlined here). A

qualification maintains your integrity and

credibility that your example is not to be taken

as universal proof. Morgan Trust protects your money. Although our

money market accounts are uninsured, our

passbook savings account are backed FSLICinsurance for up to $ 100,000.


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Illustrate an abstraction

Relatively small towns usually can supply a

wide variety of talented personnel.

(Illustration) When our drilling project began

in Marysville last year, we were able to hire allour secretarial help, half of our labourers and

more than one third of our white-collar staff

from among the townspeople.


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The example does not prove but creates an

impression of proof.

To formally prove - ???

The writer trades on trust not fact

Illustration can replace proof if the communicator

has established credibility

If communicators integrity is doubtful, we dont

allow illustration to take the place of proof.

The employees in this company have no sense of

loyalty. Last week, XYZ quit without giving even a

weeks notice.


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Four ways to get readers to believe

your message

Be specific

Be clearly understandable

BE Brief

Be focused


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Be specific

Vague: Some classic automobile shave risen

steeply in price in recent years

Specific: Such auto classics as the gull-winged

Mercedes, the MGTD and the Porsche

Speedster have risen 400 percent in real dollar

value since 1965.


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Be clearly understandable

Difficult, unfamiliar: Our galaxy, a protracted

spheroid mass of stellar bodies and vaporous

amalgams arranged primarily along a single

plane, revolves in space.

Understandable: The Milky Way, its countless

stars drawn together into a shape not unlike

an immense fried egg, revolves in space.


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Be Brief

Too Long: Sine her promotion to night shfitmanager, Barbara Conway has stolen 32 dresses,16 pairs of jeans, 42 blouses, 12 belts, 18 pairs ofsocks, 2 ski jackets . All details of investigation

and arrest etc Brief: The night manager in Womens Wear,

Barbara Conway, was arrested in mid-October forstealing clothing. She stashed dresses, jeans and

blouses worth more than $2,000 in trash bagsbehind the store. After closing, she picked upthese valuable trash bags. Prosecution is pending.


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Be Focused

Aimless: Few coal miners participated in theGrants-for-Education program. I worked until sixO clock every night. Saturdays, we drove to myparents house. Sundays, I watched football. I

didnt have time, thats all. Focused: Few coalminers participated in the

Grants-for-Education program. Bret Jolleson, 29,explains why he turned down a $2,500 grant: I

worked until six O clock every night. Saturdays,we drove to my parents house. Sundays, Iwatched football. I didnt have time, thats all

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