Module One Connecting Emotionally with Audience

1.1 Business communication ability - the ability to adapt to context

A good business writer (or speaker) is a good manager of his/her available language resources
who is able to activate different, but appropriate language resources in any particular business
communication context in order to achieve a particular business communication purpose. He/she
is good at using language resources in a way that helps him/her not only give a clear and logical
structure to what is written or spoken, but also build rapport with audience at the same time. The
ability to use language resources efficiently and effectively is what is called business
communication ability. This ability comes from a strong understanding of communication contexts
– context of situation, and context of culture. Trying to gain a good understanding of
communication contexts, and how that understanding helps the writer develop effective
communication strategies is what a good business communicator has to do first before he/she
starts written and spoken communication.

Thus, business communication ability is the combination and integration of three distinct but
interrelated abilities – language competence, interpersonal skill, and cultural competence. To
develop your business communication ability, you need to make efforts to improve your language
competence (ability use language resources), to sharpen your interpersonal skill (ability to adapt
to context of situation), and to build a strong cultural competence (ability to adapt to context of
culture). These three skills are interrelated and can be illustrated by the components of
communication model (see Figure 1.2).

Figure 1.1 Interaction of contexts and language

As you can see from Figure 1.2, three components that contribute to business communication
ability are summarized below:
Language competence – ability to use language resources such as vocabulary, good knowledge of
grammar, and ability to encode and decode the meaning from language codes. For business writers,
both written and spoken communications are clear and brief.
Interpersonal skill – ability to use language in a way that helps building goodwill with audience
based on a good understanding of audience needs; a good knowledge about what is being talked

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about, that is, workplace related activities; and ability to choose the appropriate channels.
Cultural competence – ability to adapt communication behaviors to different cultural contexts
based on a sensitive awareness of different cultural values.

Figure 1.2 business communication ability

1.2 Business Communication behaviors

Business communication behaviors of speaking and writing highlight three requirements that
should be met in communication process. They are the three characteristic features of effective
business communication:

 Purposeful
 Audience-oriented
 Economical

These three features distinguish all business communications (written or spoken) from
ordinary communication such as everyday interactions between friends, family members and so
on. These three features, which should be implemented simultaneously in all business
communications, also serve as the criteria to be used to evaluate the effectiveness of a particular
business communication.

Purposeful: Business communication is always a purposeful activity by which the communicator

knows very clearly the particular business objective he wants to achieve.
Audience-oriented: Effective business communication is strongly audience-focused, which means
that you understand audience needs and try to satisfy their needs, and solve their problems. It is
a communication style, the way you use language that audience feel comfortable and enjoy your
communication. It is the notion of “audience is king”, which echoes the commonly known business
idea of “customer is king”.
Economical: Language is a resource, and as such, it should be used economically in writing a
business message. It is what is often said “less is more” idea.

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 To implement the above three requirements for business communication, you need to follow
these guidelines as part of your communication strategies:

1. Find out what you’re trying to accomplish.

2. Make your communication audience focused by understanding their needs.
3. Deliver your message quickly and clearly.

In addition, the more important things you have to do is to work out specific communication
strategies to deal with specific business communication problems, which involve your decision
about
1. What you need to say to audience:
1) Are you concerned with the audience or with problem solving (task)? In other words,
should you make your delivery people-focused or task-focused?
2) How much you need to say to your audience regarding the topic?
2. How you say it in actual delivery which involves your choice of
1) Formal style or informal style, the choice of which will in turn determine
2) The tone to be conveyed about your attitude: personal or impersonal.
3) The way you structure the whole message in a way that highlights three types of key
information:
a) “What” (happened in a particular business situation which can be perceived as a
problem)
b) “Why” ( it happened)
c) “How” (to deal with the problem by coming up with a solution)

1.2.1 Knowing your purpose helps the use of strategy

Broadly speaking, communication purposes can be divided into two main categories –
“knowing-oriented” and “doing-oriented”, which means that the purposes of communication can
be either “to help audience know” or “to get audience do what they are told to do”, although in
many communication situations both knowing and doing are required on the part of audience. For
example,
Knowing-oriented communication purposes:
 To explain or justify action
 To convey information
 To deliver good or bad news
Doing-oriented communication purposes:
 To direct action
 To influence the reader to take some action
For a particular instance of business communication, a business communicator should have a
clear and predominant purpose to achieve, either to help audience know or to get audience do.
For example, analysts communicate mainly to get audience “know” while consultants
communicate to get audience “do”.
Making clear what you want to achieve through communication will help you in two ways: (1)

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you will know what types of business messages you are communicating （see Figure 1.4, and Figure
1.5）; (2) you will be in a better position to develop more suitable and effective communication
strategies, because it is the purpose that determines the effective use of communication strategy.
Business documents are traditionally classified into document categories such as memo, letter,
email, fax, report and so on, and this classification is based on communication channel. Although
channel is a factor which can influence the choice of communication strategy, it is the
communication purpose that is more determinant in the choice of strategy. One obvious reason is
that when you say “I need to write a letter or an email”, what comes to your mind is simply the use
of a channel. But when you say “I need to write a request message, or informative message, you
automatically have a clearer idea about the use of strategy. Figure 1.3 and Figure 1.4 illustrate the
classification of three general categories of business messages and their subtypes of business
documents
.

Speech Role Commodities Exchanged

Information Goods and Services
Giving
Statement Offer

Demanding
Question Command

Informative Request Persuasive

message message message

Figure 1.3 Purposes and type of business messages

The commonly used business documents can be clearly classified into (see Figure 1.5)
 Request messages
 Informative messages, which can further be classified into good-news and bad-news
messages
 Persuasive messages, which can further be classified into logical persuasion and emotional
persuasion.

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 Figure 1.4 Classification of business documents

1.2.2 Knowing the needs of your audience helps the delivery of message

There is a clear analogy between the business principle of customer focus and the writing principle
of audience focus. Just as a company won’t connect with its customers if it fails to understand them,
their needs, and how they prefer to be served, you won’t connect with your readers if you don’t
understand them, their needs, and how they prefer to receive information.

Trying to answer the following questions can help you profile or visualize your audience:

 Who is my primary audience(s)?

 What is my personal and professional relationship with that audience?
 What position does that person hold in the organization?
 What do I know about that person’s education, beliefs, culture and attitude?
 How much does that person know about the subject?
 Should I expect a neutral, positive, or negative response to my message?
 Is my proposal in their interests?

1.2.3 Delivering your message quickly and clearly

The most important things to realize about business audiences are these:
 Your readers are busy – very busy.
 They have little if any sense of duty to read what you put before them.
 If you don’t get to the point pretty quickly, they’ll ignore you.
 At the slightest need to struggle to understand you, they’ll stop trying – and think less of you.

Therefore, your job as a writer is to:

 Prove quickly that you have something valuable to say – valuable to your readers, not just to
you.

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 Waste no time in saying it.
 Write with such clarity and efficiency that reading your material is easy – even enjoyable.
 Use a tone that makes you likeable, so that your readers will want to spend time with you and
your message.

Communication Practice 1

Work with team members to work out effective communication solutions to the following mini
case studies.

Case 1: Form follows function (purpose determines the strategy)

Say clearly and convincingly what the issue is and what you want to accomplish. With every
sentence, ask yourself whether you’re advancing the cause. That will help you find the best words
to get your message across.

Situation:
Say your firm rents space in an office building that has thoroughly renovated the entrance and
entire first floor. Your general legal counsel has alerted you that landlord has violated the Americans
with Disabilities Act (ADA). For example, there are no wheelchair ramps or automatic doors. You’ve
decided to write to the landlord. But why are you writing? The answer to that question determines
much of what you’ll say and all of the tone that you’ll use (how you say it).

Your communication task:

Please choose one of the two scenarios and imagine you were the communicator trying to deal
with the situation, and tailor your communication strategies to context of situation (Scenario #1 or
Scenario #2). Work with group members, and write a letter to the landlord so as to solve the
problem.
Before you start writing the letter, do a brief analysis of the following factors:
 Context of situation of who, what, and how
Who: Is the relationship with this reader very close and personal like friends or distant and
impersonal?
What: Does what has happened to the renovation have the same or different meaning to the
writer and reader?
How: What is the suitable channel for sending my message to landlord?
 Context of culture
Purpose: my ultimate purpose is to get problems solved. Are there any other purposes that I
want to achieve in this communication?
Culture value: in your evaluation of the current situation, you will show your attitude about
what is more important – relationship with the reader or simply getting problem solved.

When you have finished the above analysis, work out the communication strategy (what to say,
and how to say it) that is most appropriate to the context and thus effective in handling the
situation. Then write the message to the landlord.

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 Factors to be considered in analysis Scenario 1 Scenario 2

Context of Who: the nature of the writer-reader

situation relationship

What: the ways writer and reader see the

lack of two facilities

Context of Why: the purpose to be achieved by this

culture message

Value orientation: what is more

important to the writer?

Scenario #1

You’re good friends with the landlord, but you think that the law should be followed for the good
of your employees and your customers.
Purpose: to clarify by requesting more information
Tone: friendly

Dear Ann:
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Scenario #2

You’re on good terms with the landlord, but on principle, you don’t like being in a building that isn’t
ADA-compliant. You have a disabled employee on staff, and you want the situation righted.
Purpose: to correct the oversight
Tone: more urgent

Dear Ann:
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1.3 Interpersonal competence – goodwill building

No audience will care about your communication (e.g. listen to you or buy your ideas) if you do not
care about their needs, interests and concerns. A successful business communication depends on
whether audience can feel the goodwill in your communication, and therefore goodwill building
with audience is an essential and indispensable business communication ability. To build goodwill
is also a communication purpose that you must strive to achieve in almost all situations.

Three ways to help build goodwill are you-attitude, positive emphasis and bias-free language.
You-attitude communication speaks from the audience’s point of view, not selfish from the writer’s.
Positive emphasis means focusing on the positive rather than the negative aspect of a situation.
Bias-free language is the language that does not discriminate against people on the basis of such
social categories as gender, race, age, or physical (mental) condition. These three ways of goodwill
building will help you achieve your purposes and make your messages friendlier, more persuasive
and more professional.

1.3.1 You-attitude, and theme as its language realization

You-attitude is a style of writing that

 Looks at things from the reader’s point of view,
 Emphasize what readers want to know,
 Respect the reader’s intelligence and protect the reader’s ego

Theme is a language resource that reveals to audience what is being talked about in a particular
message. It is expressed at the beginning of a sentence. For example,

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Example (1)

Theme
We provide health insurance to all employees.

By choosing “we” as theme, the communicator expresses an implied attitude toward audience and
what is conveyed in this message, which means that “I am going to talk about we (decision makers)”
because the authority of decision makers is the main concern of the message.

Example (2)

Theme
All employees will be provided with health insurance.

By choosing “all employees” as theme, the communicator expresses an implied attitude that it is
employees, not decision makers, that is considered to be more important and that is why the
message prefers to focus on talking about “employees”.

Example (3)

Theme
Health insurance will be provided to all employees.

The choice of “health insurance” as theme in this message suggests that the communicator is
avoiding talking about people such as you and me, but about “something” that may happen or
exist.

As can be seen from the above examples, although the content of the messages remain very similar,
the implied attitude toward audience can be very different just because of the choice of different
themes. Just as we can look at the world from different angles or perspectives, sometimes by using
some kinds of device, we can use language to talk about the world from very different perspectives,
and our choice of themes is in fact a choice of a perspective of talking about the world.

Why do people need to choose perspectives in communication? The main factors that influence
the choice of perspectives (which are shown in people’s language behavior of theme) include:
1) Context of situation (who, what, when, where)
Who: professional backgrounds (scholars, business managers, sales, politician, etc);
relationship with audience;
What: nature of activities (business meetings, negotiation, class lectures etc.)
2) Context of culture (why)
Why: the purpose to be achieved
Value: what is more important in life (maintaining good relationship with others; profit-
making; etc)
The factors that may influence the choice of perspectives in communication are summarized in
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Figure 1.5.

Figure 1.5 Factors influencing the choice of themes

Figure 1.6 Identifying with audience as result of communication

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How to create you-attitude?

Techniques
Lacks you-attitude You-attitude
Focus not on what you do for I have negotiated an agreement with You can now get a 20% discount
the reader, but what the reader Apex Rent-a-Car that gives you a when you rent a car from Apex.
can receive or do discount on rental cars.
Don’t talk about your feelings We are happy to extend you a credit You can now charge up to $5,000 on
unless you’re sure the reader line of $5,000. your American Express card.
wants to know how you feel.
Don’t tell the reader how they You’ll be happy to hear that your Congratulations! Your scholarship
feel or will react. scholarship has been renewed. has been renewed.
In positive situations, use “you” We provide health insurance to all You receive health insurance as a
as the theme more often than I. employees. full-time employee.
In negative situations, avoid the You must get approval from the Agency personnel must get
word “you” as the theme. director before you publish any approval from the director to
articles on your work in the agency. publish any articles based on their
work at the agency.

1.3.2 What is positive emphasis?

Positive emphasis is a style of writing that focuses on the positive rather than the negative aspects
of a situation.

How to create positive emphasis?

Techniques
Negative emphasis Positive emphasis
Avoid negative words and We can not process your application Your application to graduate can be
words with negative to graduate because you did not processed when you supply all of the
connotations. supply all of the necessary necessary information.
information.

Focus on what the reader can You will not get your tuition To receive your tuition
do rather than on limitations. reimbursement check until after you reimbursement check, submit your
submit your official grade report at official grade report at the end of the
the end of the semester. semester.
Put the negative information in
the middle and present it
compactly. Devote as little
space to the negative as
possible.

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 Figure 1.7 language resources for achieving You-attitude and Positive emphasis

1.3.3 Goodwill building in delivering good-news messages

Figure 1.8 Goodwill building in delivering good news messages

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 Communication Practice 2

Case 2 Approving a subordinate’s request for vacation

Direction: Discuss the following email communication between boss and subordinate. Do you think
all three versions of boss’ reply give good news? Which of them builds goodwill with the reader
and thus is more motivating?

Today, you get this request from a subordinate.

Subject: Request for Leave

You know that I’ve been feeling burned out. I’ve decided that I want to take a three-month leave
of absence this summer to travel abroad. I’ve got five weeks of vacation time saved up; I would
take the rest as unpaid leave. Just guarantee that my job will be waiting when I come back!

You decide to grant the request. The following messages are possible responses.

Version 1

Subject: Re: Request for Leave

I highly recommend Italy. Spend a full week in Florence, if you can. Be sure to visit the Brancacci
Chapel – it’s been restored, and the frescoes are breathtaking. And I can give you the names of
some great restaurants. You may never want to come back!

Version 2

Subject: Your Request for Leave

As you know, we are in a very competitive position right now. Your job is important, and there
is no one who can easily replace you. However, because you are a valued employee, I will
permit you to take the leave you request, as long as you train a replacement before you leave.

Version 3

Subject: Your Request for Leave Granted

Yes, you may take a three-month leave of absence next summer using your five weeks of
accumulated vacation time and taking the rest as unpaid leave. And yes, your job will be waiting
for you when you return!
I’m appointing Garrick to take over your duties while you’re gone. Talk with him to determine
how much training time he’ll need, and let me know when the training is scheduled.
Have a great summer! Let us know every now and then how you’re doing!

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Case 3 Participating in ride-share program

Revise the following e-mail message to improve goodwill

To: All employees

From: Samantha Eversng
Subject: Company desire to reduce employee driving trips to office

This is to inform you that our company faces harsh governmental penalties if we fail to comply with
the Air Quality Management District’s program to reduce the number of automobile trips made by
employees.
The aforementioned program stipulates that we offer incentives to entice employees to discontinue
driving their vehicles as a means of transportation to and from this place of employment. So that
you will not regret leaving your cars at home, the following incentives are offered:
 Full Day Off Without Penalty. Any employee who doesn’t drive to work and maintains a 75
percent participation rate in our ride-share program for a six-month period will be given one
day off with pay.
 Vanpool subsidy. Assistance will be provided in obtaining a van, and a monthly $100 subsidy
will be given as well. Each vanpool driver will also not be limited in the personal use he can
make of the vehicle on his own time.
 Parking. Employees coming to work in vanpools will not be forced to park in outlying lots.
Reserved spaces will be made available.
Pertaining to our need to have you leave your cars at home, all employees are herewith instructed
to communicate with Taylor Adams, who will be facilitating our program. Contact her for more
information about the program or to sign up for any of above-referenced incentives.

Samantha Evers
Human Resources Coordinator

Suggestions for your revision:

1. Adopt reader’s view of presenting the message.
2. Emphasize the positive side of the situation.
3. Use the conversational language that everyone can easily understand.
4. As the result of your revision, reader will perceive the message as good news.

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1.3.4 Goodwill building in delivering bad-news messages

Figure 1.9 Goodwill building in delivering bad news messages

Communication Practice 3

Case 4 Final collection letter – Achieving both long-term cooperation and short-term
settlement of the issue

Compare two versions of a collection letter your company has received. Which version of this letter
do you prefer to read and respond to more positively? Why? Discuss the effect of differences in
language use on audience.

Version #1 Version #2

Dear Sir or Madam Dear Sir or Madam

ACCOUNT NUMBER 6251 ACCOUNT NUMBER 6251
You have not replied to our two previous letters we We do not appear to have received replies to our
sent to you on 5 and 16 July asking for payment. So two previous requests of 5 and 16 July for payment
far, you have not yet paid the sum of $______. of the sum of $_______ still owing on this account.
We have been waiting too long and we can not It is with the utmost regret that we have reached
afford any wait. We are sorry that you must pay the stage when we must press for immediate
immediately. We don’t want to be unreasonable. If payment. We have no wish to be unreasonable, but
you fail to pay by 7 August, we will have to settle failing payment by 7 August will leave us no choice
the matter at the court of law. but to place the matter in other hands.
Neither of us would wish to see this happen. We sincerely hope this will not become necessary.
Yours faithfully Yours faithfully

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Study Questions

1. A first reaction from audience to the two versions is that one is felt to be very personal in
tone while the other is less personal. In this situation, which is appropriate in tone? Why?
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2. Being personal or impersonal is the result of the choice of theme, or perspective of delivering
this message. What is the typical theme pattern of two versions? How does it affect the reader?
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3. How are the reader’s behaviors got expressed in two versions? What kind of impact does it
have on the reader?
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Writing assignments (group-based)

Assignment 1: Attending kick-off meeting

Situation:
Herb is the product manager for a line of consumer electronic products. With a new gizmo in the
early stages of development, Herb knows that it’s now time to bring the R&D, marketing, and
manufacturing people together. Herb used to collaborate with the people from these three
departments on other projects and has enjoyed a good working relationship with them. For this new
project Herb knows that their collaboration is the company’s best assurance that the new product
will (1) meet consumer requirements and (2) be designed in such a way that the manufacturing
division will be able to build them efficiently.
Herb determines that he should write a memo as the first step in building collaboration between the
three different groups. Here are some audience issues Herb should consider before he composes the
memo:
 His relationship with the readers: Since the readers – personnel in marketing, R&D, and
manufacturing – do not work directly for Herb, he has no authority over them. A few actually
outrank Herb. Given these facts, Herb cannot command or direct his readers; he must elicit
their collaboration through persuasion.
 Different information processing styles: Herb knows that the marketing people are highly
verbal and intuitive, whereas most of the R&D and manufacturing people are engineers; they
are less verbal and respond better to data and analysis. He must craft his message with this
knowledge in mind.
 What they already know: Each member of Herb’s audience is familiar with the new gizmo

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 under development, its technical features, and the target market. Consequently, Herb will not
have to explain these aspects. But the broader marketing and manufacturing issues have not
been resolved.
 Divergent interests: Even though all three groups depend on the effectiveness of the
corporation for their well-being, each of the three functions – R&D, marketing, and
manufacturing – tends to fixate on its own immediate issues. Thus, Herb must communicate in
a way that will satisfy these very different parties.

Your communication task: Work with team members of your group and draft a short memo to the
audience from all three departments in less than 150 words. The purposes of the memo:
 To inform the audience about the suggested time for the meeting
 To motivate or inspire the audience to commit to the project.
 To build an atmosphere that can contribute to a new team identity

Analysis of Herb’s situation will give you a clear idea about using suitable communication strategy:
1. Communication purpose: to persuade readers for action (attend the kickoff meeting), Herb
should think about giving suitable reasons for requested action.
2. Relationship with readers: horizontally related to readers (which means that Herb is not in the
position to command readers’ action).
3. The reasons for action should focus on building a strong sense of cohesion among readers to
commit themselves to project team, since sense of identity to project group is weak.

Groups Sense of identity

Company strong

Departments Very strong

Project group Weak

Think about the types of reasons Herb should use to persuade.

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July 14, 2020
To: Carl Jones, Emma Smith, Roland Carrero, Justine Roussel, Lynn Ravenscroft
From: Herb Bacon
Subject: Time for Gizmo 5 cross-functional planning

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Assignment 2: Rejecting the proposal

Write a negative message rejecting a proposal by marketing manager

Memo to: Elliott Lamborn, Vice President

From: Jenson J. Peterson, Marketing Supervisor

Date: April 3, 20—

Subject: Proposal to Reassign Employee Parking Lots

As one way of showing our support for the Fort Motor Company, which accounts for nearly half of our Begins with a brief rationale

sales, I propose that the close-in employee parking lots be restricted to use by owners of Ford vehicles. followed by the recommendation.

During their visits, Ford personnel pass the employee parking lots and see that approximately 70 percent of

our employees drive vehicles manufactured by their competitors. In fact, a Ford purchasing agent asked me The necessary background

last week, “How can you expect us to support you if you don’t support us?” information for the proposal.

The purpose of this memo, then, is to seek approval to have our close-in employee parking lot restricted to
Repeats the recommendation
use by Ford vehicles. The maintenance department estimates that it will cost about $500 to make the needed
and mention its cost.
signs.

Our labor contract requires union approval of any changes in working conditions. However, Sally Marsh, Neutralizes an obvious

our shop steward, has told me that she would approve this proposal if similar restrictions are imposed on obstacle.

the executive parking lot.

Since our next managers’ meeting is on May 8, I look forward to being able to announce the new plan to Closes on a positive,

them. By approving this change, Newton will be sending a powerful positive message to our visitors: We confident note; motivate

believe in the product we sell. prompt action.

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 Suppose you were VP and you know this manager is a very capable employee and the future
growth of the business depends on their continued contribution. You decide to use this
communication as an opportunity to further motivate their future contribution. So your
communication purposes include (1) make it clear to the reader about your attitude of not
supporting the idea; (2) to inspire the reader to help implement the company’s strategic goal of
business growth.
In order to motivate, you need to know the audience needs and satisfy their needs. One of
the effective ways to satisfy audience need in writing is the choice of audience perspective. For
the marketing manager, which of the following stakeholders should be chosen as a topic as a
perspective of this communication?
 Employees
 Employers
 Suppliers
 Customers
About the use of communication strategy, you have to decide (1) what you are going to say to the
reader; (2) how you are going to say it.

In the following is a summary of mentality of Jenson J. Peterson, Marketing Supervisor

who tries to work out his solution to make company’s major customer happy. In response
to Marketing supervisor’s proposal as VP, do you need to follow this thinking (analytical) or
choose a different thinking (i.e. holistic) in order to address the company situation?

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Summary of course framework:

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