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Chapter 5 LECTURE NOTES
Organizing and Drafting Business Messages
CHAPTER SYNOPSIS
This chapter explains how to carry out the second phase of the writing process: researching,
organizing, and drafting. First, before writing, a businessperson collects relevant information,
which helps the writer shape the message to the receiver. Students may expect research to be
complicated. Remind them that at times researching can be informal and involve looking at the
previous correspondence, talking to your boss, or searching the company files. More formal
research might include performing tests and collecting data, interviewing people, or searching
secondary data sources. Help students grasp the many facets of the word research.
Finally, the writer is ready to begin drafting. The chapter concludes by reviewing ways to
compose effective sentences and paragraphs. As you present the composition process, suggest to
students that drafting and revising are two separate steps of the composing process. First, they
should get their ideas down on paper quickly (perhaps through freewriting) without worrying
whether the draft is perfect. Once they have created a substantial draft, then they can revise,
using effective sentences and paragraph patterns as explained and modeled in the chapter.
LEARNING OBJECTIVES
1. Apply Phase 2 of the 3-x-3 writing process, which begins with formal and informal research
to collect background information.
2. Explain how to generate ideas and organize information to show relationships.
3. Compose the first draft of a message using a variety of sentence types and avoiding sentence
fragments, run-on sentences, and comma splices.
4. Improve your writing techniques by emphasizing important ideas, employing the active and
passive voice effectively, using parallelism, and preventing dangling and misplaced
modifiers.
5. Draft effective paragraphs using three classic paragraph plans and techniques for achieving
paragraph coherence.
Chapter 5 Lecture Notes 59
WHAT’S NEW IN THIS CHAPTER
• Updated the opening scenario featuring retailing giant Gap to relate current news to pique
reader interest in chapter content.
• Streamlined the coverage of brainstorming but also added new techniques from Disney to
illustrate practical procedures in generating ideas.
LECTURE OUTLINE
I. Getting Started Requires Researching Background Information (p. 151)
Before collecting data, ask these questions:
• What does the receiver need to know about this topic?
• What is the receiver to do?
Figure 5.1 Reviewing the 3-x-3 Writing Process
PowerPoint slides 1, 2
A. Informal Research Methods
• Search your company’s files.
• Talk with your boss.
• Interview the target audience.
• Conduct an informal survey.
B. Formal Research Methods
• Access electronically (Internet, databases, CD, DVDs)
• Search manually (books, magazines, journals).
PowerPoint slides 3, 4
II. Generating Ideas and Organizing Information (p. 154)
• Define the problem and create an agenda that outlines the topics to be covered.
60 Chapter 5 Lecture Notes
• Require every participant to contribute ideas, accept the ideas of others, or
improve on ideas.
Figure 5.2 Brainstorming to Generate Ideas
PowerPoint slides 5, 6
A. Grouping Ideas to Show Relationships
• Scratch list—a quick list of topics to cover
Figure 5.3 Format for an Outline
Figure 5.4 Typical Major Components in Business Outlines
PowerPoint slides 7, 8
B. Organizing Ideas Into Strategies
Business messages follow either the direct strategy, with the main idea first, or the
indirect strategy, with the main idea following explanation and evidence.
PowerPoint slide 9
C. Direct Strategy for Receptive Audiences
• Places the main idea in the first or second sentence of your message followed
by details and explanations
• Saves the reader’s time
• Sets a proper frame of mind
• Reduces frustration
D. Indirect Strategy for Unreceptive Audiences
• Explanation precedes main idea
Figure 5.5 Audience Response Determines Direct or Indirect Strategy
III. Composing the First Draft With Effective Sentences (p. 159)
PowerPoint slide 10
A. Achieving Variety With Four Sentence Types
Chapter 5 Lecture Notes 61
• Simple sentence – contains one complete thought (an independent clause) with a
subject and predicate verb
• Compound sentence – contains two complete but related thoughts. May be joined
by (a) a conjunction such as and, but, or or; (b) a semicolon; or (c) a conjunctive
B. Avoiding Three Common Sentence Faults
• Fragment – a broken-off part of a complex sentence
• Run-on (fused) sentence – a sentence containing two independent clauses without
a conjunction or a semicolon
• Comma-splice sentence – two independent clauses joined by a comma
PowerPoint slides 12-14
C. Favoring Short Sentences
• Strive for sentences that average 20 words.
IV. Improving Writing Techniques (p. 161)
A. Stressing Important Ideas
• Use vivid words.
• Label the main idea.
PowerPoint slides 16-19
B. Using the Active and Passive Voice Effectively
Active voice: subject is the doer of the action
Example: Staples shipped our order for office supplies today.
62 Chapter 5 Lecture Notes
• Use the active voice for most business writing.
• Use the passive voice to emphasize an action or the recipient of the action.
C. Using Parallelism
• Use similar structures to express similar ideas.
• Avoid mixing active-voice verbs with passive-voice verbs.
• Keep the wording balanced in expressing similar ideas.
PowerPoint slides 23, 24
D. Escaping Dangling and Misplaced Modifiers
• A modifier dangles when the word or phrase it describes is missing.
Example: By advertising extensively, all open jobs were filled quickly.
V. Checklist for Drafting Effective Sentences
• Use a variety of sentence types.
• Avoid common sentence faults.
• Control sentence length.
VI. Building Well-Organized Paragraphs (p. 153)
• Well-constructed paragraphs discuss one topic.
• Paragraphs may be composed of three different types of sentences: main, supporting,
and limiting.
• Paragraphs may be organized into three plans: direct, pivoting, and indirect.
PowerPoint slides 27, 28
A. Using the Direct Paragraph Plan to Define, Classify, Illustrate, or Describe
• Most business messages use this paragraph plan because it clarifies the subject
immediately.
Chapter 5 Lecture Notes 63
B. Using the Pivoting Paragraph Plan to Compare and Contrast
• The pivotal plan is useful in comparing and contrasting ideas.
C. Using the Indirect Paragraph Plan to Explain and Persuade
• The indirect paragraph plan is appropriate for delivering bad news.
• The paragraph starts with the supporting sentences and concludes with the main
sentence.
D. Developing Paragraph Coherence
1. Sustaining the key idea (repeating a key expression or using a similar one)
3. Including pronouns (using familiar pronouns such as this, that, these, and those)
4. Employing transitional expressions (using verbal road signs to help the receiver
anticipate what’s coming, reduce uncertainty, and speed up comprehension)
Figure 5.6 Transitional Expressions That Build Coherence
PowerPoint slides 29-33
E. Checklist for Preparing Meaningful Paragraphs
• Develop one idea.
• Use the direct plan.
• Use the pivoting plan.
Answers to Chapter Review Questions
1. Describe the three parts of the second phase of the writing process. (Obj. 1)
2. What is research and why is it important for business writers? (Obj. 1)
Research involves collecting information about a specific topic. Before beginning a message,
3. Compare informal and formal research methods. (Obj. 1)
Informal research methods may include (a) searching digital or other company files, (b)
64 Chapter 5 Lecture Notes
4. Name seven specific techniques for a productive group brainstorming session.
(Obj. 2)
1. Define the problem and create an agenda that outlines the topics to be covered.
5. What is the difference between a list and an outline? (Obj. 2)
A list is merely a group of topics. An outline is a list of topics arranged in a hierarchy with
6. When is the indirect strategy appropriate, and what are the benefits of using it?
(Obj. 2)
The indirect strategy is appropriate for bad news, ideas that require persuasion, and sensitive
7. What is the difference between a compound and a complex sentence? Provide an
original example of each. (Obj. 3)
A compound sentence consists of two independent clauses. Example: She loves her iPad, but
8. What writing fault is illustrated in the following sentence, and how can it be remedied?
In the United States, services dominate the economy, however, many worry about the loss
of manufacturing jobs. (Obj. 3)
9. What writing fault is illustrated in the following groups of words, and how can it be
remedied? Because they have been hobbled by government regulations, privacy issues,
and internal bureaucracy. Giant banks are struggling to find the magic formula for using
social media. (Obj. 3)
Chapter 5 Lecture Notes 65
The first group of words is a fragment. It should not be punctuated as a complete sentence.
10. List four techniques for emphasizing important ideas in sentences. (Obj. 4)
11. When should business writers use active-voice sentences? When should they use
passive-voice sentences? Give an original example of each. (Obj. 4)
Most business writing should use the active voice because it reveals the doer. The passive
12. Explain the writing fault in the following sentence and how to remedy it. To meet the
deadline, your Excel figures must be received before May 1 (Obj. 4)
13. What is a topic sentence, and where is it usually found? (Obj. 5)
A topic sentence states the main idea of a paragraph. In business messages the topic
14. What is paragraph coherence and how is it achieved? (Obj. 5)
15. How can writers avoid writer’s block? (Obj. 5)
Collecting sufficient information, organizing it into an outline, and establishing a quiet
66 Chapter 5 Lecture Notes
Answers to Critical Thinking Questions
1. Do you agree or disagree with critics who contend that brainstorming is not the best way
to foster creativity in large groups? (Obj. 2)
Critics do complain that creativity, especially in large groups, is not attained through
2. Why is audience analysis so important in the selection of the direct or indirect strategy
of organization for a business message? (Obj. 2)
Audience analysis is extremely important because it helps you decide whether the receiver
3. How are speakers different from writers in the way they emphasize ideas? (Obj. 4)
Speakers have an array of nonverbal cues that can be used to express many more emotions and
nuances of meaning than are possible in writing. A speaker can raise an eyebrow, lower her
4. Why are short sentences and short paragraphs appropriate for business
communication? (Objs. 4, 5)
Business readers want to see the main idea immediately. Short sentences and paragraphs
5. Ethical Issue: Discuss the ethics of the indirect pattern of organization. Is it
manipulative to delay the presentation of the main idea in a message?
Chapter 5 Lecture Notes 67
All good writers practice empathy. Because the indirect pattern is used when receivers will
be uninterested, unwilling, displeased, or hostile toward the message, they certainly will not
ZOOMING IN
Remember When the Gap Was Cool?
Critical Thinking
• In what ways would research (gathering information) be important to Gap, Old Navy,
and Banana Republic in coaxing their customers back?
Research is important to Gap, Old Navy, Banana Republic, and all retailers. Companies that
• What must Gap managers, and all business communicators, do before making
management decisions?
Before making management decisions, businesspeople must gather all necessary information.
• What techniques can business communicators at Gap and other companies use to
generate ideas for new products as well as to improve business processes?
ZOOMING IN
Your Turn: Applying Your Skills at Gap, Inc.
Because many students are familiar with Gap and Old Navy retail outlets, they probably have
definite opinions about shopping there. Students should be able to generate many ideas about
68 Chapter 5 Lecture Notes
improving the fashion mix, changing the stores, and generating positive publicity about the
company’s social responsibility principles.
Ethics Check Solutions
Ethics Check, Page 158
How Sweet It Is
The makers of artificial sweetener Equal sued competitor Splenda because the latter
claimed that Splenda was “made from sugar.” In reality, Splenda’s core ingredient is made
from sucralose, a nonnutritive synthetic compound manufactured in laboratories.
Although Splenda contains a sugar molecule, sucralose is not the same as sucrose, the
technical name for pure table sugar, despite its similar-sounding name. Is it unethical for
companies to intentionally advertise using wording that would confuse consumers?
Of course it is unethical for companies to intentionally use words that deceive consumers.
Attorneys for Splenda claimed it had never deceived consumers, but a French court ruled that it
Ethics Check, Page 166
Tweets for Sale
Nearly half of all marketers today are willing to pay for favorable tweets, Facebook shout-
outs, and blog posts. Some have guidelines for posting and mandatory disclosure
paragraphs; others don’t. Is it ethical to use your writing skills to rate products for pay?
Students will doubtless feel that failing to reveal the monetary motivation for product
endorsements is unethical. However, is this any different from Procter & Gamble’s payment to a
Photo Essay Solutions
Photo Essay, Page 153
When brainstorming, the objective is to generate a high quantity of ideas. The purpose of the