Download - 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
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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