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Business and Professional Communication, 3rd edition
Kelly M. Quintanilla, Shawn T. Wahl
Chapter 9: Business and Professional Writing
Lecture Notes
Learning Objectives:
9-1 Explain the impact of written communication on professional excellence
9-2 Describe the diflerent indirect messages sent with written communication
9-3 Discuss the diflerent types of written communication
Outline:
I. Introduction
A. Eflective writing is a critical aspect of public relations.
i. Make sure it is newsworthy.
ii. Share interesting insights.
iii. Explain the big picture.
iv. Keep things simple.
B. Written communication is important in professional excellence.
II. The Importance of Written Communication
A. Striving for Written Communication Excellence
i. Message structure refers to developing an outline before writing—helps
determine the organizational structure of your message.
ii. Message clarity avoids general language and uses specific language.
a. General language is usually characterized as vague statements that can
easily be misunderstood.
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III. Types of Written Communication
A. Business letters are used to communicate formal matters in business, jurisprudence, or
otherwise.
i. Used when writing a cover letter to accompany your résumé.
ii. Used to announce business news to clients or venders.
iii. Used when a downsizing le.er is required.
B. Employee reviews are used to provide feedback to employees about their job
performance.
C. Recommendation le.ers are used to document references for students and
professionals.
i. Memos can be used to communicate process directives, descriptions of new
policies, procedures, or changes.
F. Proposals are used to propose products and services to potential clients.
i. Proposals include an objective and description of each of the components of
the assessment (e.g., survey, focus groups, recommendations, project
completion, and project hours).
ii. Workforce communication assessments are proposals.
iii. Reports summarize research and assessment information to inform managers
about important issues related to business.
G. Planning documents include visuals to display a broader vision of the future of the
company, such as those for strategic planning.
i. Strategic planning is the development of a plan that emphasizes goals,
initiatives, strategies, and targets.
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H. Press releases are written communications used to send messages and announcements
to a variety of media organizations.
IV. KEYS to Excellence in Written Communication
A. Know yourself—determine if you want to achieve professional excellence in writing not
only through electronic communication but in traditional writing as well.
B. Evaluate the professional context—essential for you to become more audience centered
and aware of how you are coming across to other people in your writing.
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