1
NOTE: Instructional and study notes on topic discussed in the
class. Students are advised to refer to their prescribed text
books for detailed study and have a broader appreciation of the
issues involved.
PRINCIPLES
OF
COMMUNICATION
CLEAR
WRITING:
BUSINESS
Words:
Care in word choice:
Use words the reader will understand. Many write at
a difficult a level and usually, the writer knows
the subject better.
Use familiar words, which communicate your intended
meaning quite simply, wherever possible. Hard words
may be used but very selectively).
Examples:
try - endeavour;
find out-ascertain;
end-terminate;
use-utilize, etc.
The conclusion ascertained from a perusal of the
pertinent data is that a lucrative market exists for
the product (To mean that: The data studied showed that
the product is in good demand).
The machine has a tendency to develop excessive and
unpleasant
audial
symptoms
when
operating
at
elevated temperatures (To mean that: The machine tends
to get noisy when it runs hot).
Shorter words communicate better:
Long words appear hard to follow and the mental
filters receive them as difficult words, with
some exceptions like the understood words such as
hippopotamus, automobile or hypnotize (because of
frequent exposure to such words and meanings).
Example:
The
unanimity
of
current
forecasts
is
not
incontrovertible evidence of an impending business
acceleration
(Agreements of the forecasts are not proof that business will
get better).
2
Use Technical Words with caution:
(cerebral vascular accident - stroke;
accounts
receivables and liabilities - how much is owed by the
company-how much the company owes).
Bring writing to life with words:
Good, strong words alert sense organs best. Use them
to
hold
the
readers
attention.
Follow
four
suggestions:
Select strong words;
Use concrete words;
Favour active voice, and
Avoid camouflaged verbs.
Strong words with shades of difference in meanings:
Boom period of business prosperity.
Bear market generally declining market, etc.
Verbs are the strongest words, nouns come only
second. Adjectives and adverbs are weak words and
involve judgement. Use them sparingly.
Concrete words (and language) are specific words
that make for interesting reading. Concrete words
form sharp, clear meanings and stand for what the
reader easily perceives by seeing, hearing, feeling,
tasting or smelling). Concrete words are best for
gaining or holding interest. They also stand for
exactness.
E.g. Chair, desk, flowers
Sachin Tendulkar, etc.
etc.
also
Mount
Road,
Abstract words have general meanings :
E.g. administration, or negotiation etc..
Examples for abstract vs. concrete:
words make for specific meanings.
Only concrete
Compare
Significant loss vs a 53 percent loss.
In the near future vs By noon, on Thursday, the 29 th Aug;
Feather light
vs Light in weight or even just 35 Kg
Mostly favour Active over Passive Verbs. Of all the
parts of speech, verbs are the strongest and they
are at their greatest strength when they are in the
active voice.
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Note: Make good use of active-voice verbs but use
passive voice when you wish to emphasize the words
other than the verb. In active voice the subject
does the action. In passive voice, the subject
receives the action.
Example:
Active: The Auditor inspected the books.
Passive: The books were inspected by the auditor.
Active voice is stronger and shorter.
E.g. The new process is believed to be superior by
the investigators.
The investigators believe the new process is
superior.
It is desired by this office that this problem be
brought by the secretary before the Board.
This office desires that the secretary bring this
problem before the Board.
But passive is better when the doer of the action is
not
important.
As
in:
Advertising
is
often
criticized for its effect on price.
Or, as in this sentence, when the performer (doer)
is not known:
Anonymous complaints have been received.
Or when you prefer - not to name the performer:
in: Two complaints have been made about you.
As
Avoid overuse of camouflaged verbs (Taking the verb
describing the action and changing it into a noun)
to avoid confusion or complication in structuring
sentences, as these examples show:
Acquire - aquisition - Make an acquisition
Appraise - appraisal make an appraisal
Reconcile reconciliation -make a reconciliation
Be aware of the overall effect of differences
between camouflaged verb form and clear verb form
used in sentences:
We must bring about a reconciliation of
differences (as against) We must reconcile
differences; and,
The establishment of a rehabilitation center
been accomplished by the company (as against)
company has established a rehabilitation center.
Helpful writing hints:
our
our
has
The
Make the subject of most sentences either persons or
things as in:
Consideration was given to Vs. we considered;
Write most sentences in normal order (subject-verbobject) and with the real doer of the action as
the subject. For example: Ram described the process.
Select
words
for
precise
communication:
This
requires knowledge of language. Learn the shades of
differences in the meanings of similar words. For
examples:
money-funds-cash-dough-bread-finances;
thin-slender-skinny-slight-wispy-leanwillowy-rangy-spindly-lanky- wiry;
ill-sick-poorly-weakly-delicate-unwellindisposed-out of sorts etc.
Be sure you convey the specific meanings as closely
as possible. This is also one area where we make the
common spelling errors because the words almost
sound alike:
Examples:
affect-effect;
farther-further; learn-teach; etc.
Use correct prepositions and idioms
things):
(the way we say
Look up her name in the directory?
You agree to a proposal but you agree with a person.
Be aware of gender biases and sexist/nonsexist
words: Also avoid words that demean womens status
and avoid differentiating work roles that make a
distinction when referring to women: Examples:
manmade
(manufactured);
businessman
(business
person); cameraman (camera operator); Lady lawyer
(lawyer); sculptress (sculptor). Actress (Actor).
SENTENCES:
Learn to place your emphasis on short sentences:
Keep sentences short for best readability (16-18
words for middle readers), as long sentences are
hard to read.
Also limit the content to form short sentences:
Example:
This memorandum is being distributed with the
first-semester class cards, which are to serve
as a final check on the correctness of the
registration of students and are to be used
later as the mid-semester grade cards, which
are to be submitted prior to November 16.
This reads long and is hard to understand.
would this sound?
How
This memorandum is being distributed with the firstsemester class cards. These cards will serve now as a
final check on student registration. Later they will be
used for mid-semester grade, which are due before Nov.16.
In your sentences try to use words economically,
avoiding cluttering of phrases and also substitute
shorter expressions.
E.g. In spite of the fact that they received help,
they failed to exceed the quota(Even though);
In the event that payment is not made by January,
operations will cease.(If payment).
For the purpose of (for);
for the reason that (because/since);
in the near future (soon);
with reference to (about);
etc.
Avoid surplus words that add no meaning:
Example:
In addition to these defects, numerous other defects
mar the operating procedure - (Numerous other
defects.).
We had ordered desks that are of the executive type
(that are of)
Avoid roundabout construction:
The union is involved in the task of reviewing the
seniority provision of the contract (The union is
reviewing the seniority provision of the contract).
The price increase will afford the company an
opportunity to retire the debt. (The price increase will
enable the company to retire the debt).
Avoid unnecessary repetition
effect and emphasis.
repeat
only
for
In my opinion, I think the plan is sound (I think
the plan is sound).
Determine Emphasis in sentence design:
Short
sentences emphasize content and long sentences deemphasize
content.
Study
the
shifts,
in
the
following examples.
The company lost money last year.
The loss occurred in spite of record sales.
Although the company enjoyed record sales last
year, it lost money.
The company enjoyed record sales last year,
although it lost money.
Give the sentences Unity.
All parts of a sentence
should concern ONE thought. There are three reasons
for unity error:
i. Unrelated ideas in a sentence violate unity
(correct this by putting unrelated ideas in separate
sentences, subordinating an idea, and adding words
that show relationships). For example:
Our production increased in January, and our
equipment is wearing out. (Even though our equipment is
wearing out, our production increased in January).
Our territory is in the southern half of the state,
and our sales people cannot cover it thoroughly.
(Our territory is the southern half of the state. Our sales
people cannot cover it thoroughly).
ii. Excessive Detail is another reason for lack of
sentence unity. If the detail is important, put it
in a separate sentence. This also means using short
sentence. Example:
In 1956, when I, a small-town boy from a middle
class family, began my studies at City College,
which
is
widely
recognized
for
its
commerce
programme, I set my goal for a career with a major
commercial firm: vs.
A small town boy from a middle-income family, I
entered City College in 1988. I selected the college
because of its widely recognized commerce programme.
From the beginning, my goal was a career with a
major accounting firm.
iii) Illogical constructions can rob a sentence of
clarity. Active and passive voice in the same
sentence can violate unity:
First we cut prices, and then quality was
reduced
(First we cut prices and then we reduced
quality).
Mixed constructions also create problems:
Because our sales people are inexperienced, it
caused us to miss our quota should read as:
The inexperience of our sales people caused us
to miss our quota.
Arrange
requires
grammar.
sentences
that you
for
Clarity:
Clear
writing
follow established rules of
Stiff and dull Conversational style:
In reply to your July 11 letter, please be informed
that your adherence to instructions outlined therein
will greatly facilitate attainment of our objective:
How can we improve this?
By following the procedures you listed in your July 11 letter,
you will help us reach our goal.
Use of Cliches and jargons
e.g. a blessing in disguise, as good as gold, back
against the wall, call the shots, last but not the
least, leave no stone unturned, learning the ropes,
toad insult to injury, I am happy to be able to
answer your message,
I have received your message
This will acknowledge receipt of, According to our
records, this is to inform you that, in accordance
with your instructions, your esteemed favour to
hand,
trusting to be favoured by your response,
thanking
you
in
advance,
I
remain,
deem
it
advisable, beg to advise, wherein you state, if I
can be of any further assistance please do not
hesitate to call me, etc.
are among the examples illustrated. Study the
appropriate conversational and friendly words which
convey the same meaning.
The Effect of You-Viewpoint:
Our policy prohibits us from permitting outside
groups to use our equipment except on a cash
payment basis.
As the taxes people pay in rupees pay for our
office expense, you will appreciate our policy
of cutting operating costs by renting our
equipment.
Positive words are usually best. Negative words lead
to resistance and also hurt goodwill (mistake,
problem, error, damage, loss, failure etc. convey
unhappy thoughts)
Smoking is not permitted anywhere except in the
lobby (Smoking is permitted in the lobby).
We cannot deliver until Friday (We can deliver the goods
on Friday).
Courtesy is a major contributor to goodwill in
business documents. Anger destroys goodwill. How do
you react to these examples?
No doubt you expect us to hold your hand.
I cannot understand your negligence.
We will not tolerate this condition. etc.
Transitional
Words
tell
the
thought-connection
between following ideas. These words should appear
natural, not arbitrarily placed. Such words are:
in addition, besides, in spite of, in contrast,
however, likewise, thus, therefore, for example, and
also etc.
Repetition of key words connects thoughts:
Because your advertising clinic is so well planned,
I am confident that it can provide a really valuable
service to practitioners in the community. To be
truly valuable, I think you will agree, the
programme must be given the time a thorough
presentation requires. As my time for the coming
weeks is heavily committed, you will need to find
someone who is in a better position to do justice to
your programme.
Skillfully relating an idea that sets up the next
can be done with:
Tie-In Sentences:
As a result of increasing demand for precision
instruments in the Navi Mumbai boom area, wont you
soon need another experienced and trained sales
person to call on your technical accounts there?
Another example: With seven successful years of
using computer illustration tools and a degree in
scientific illustration, I believe I have the
qualification to do this job.
Example on abrupt shift:
We have found some additional information you will
want to consider. In this same spirit of friendly
objectivity, we are confident that you will want to
consider
some
additional
information
we
have
assembled.
All parts of a sentence should relate to one thought
and should thus have unity of thoughts (Topic
Sentence). Unrelated ideas in a sentence violate
unity. This can be corrected by putting the
unrelated ideas in separate sentences, subordinating
an idea and adding words that show relationships.
Topic
sentence
helps
make
a
good
paragraph.
Placement of topic sentence depends on your plan of
presentation - can come first, last or middle).Study
examples given below:
A majority of the economists consulted think that
business activity will drop during the first quarter
of next year. 13 percent looked for continued
increases
in
business
activity,
and
28percent
anticipated little or no change from the present
high level. The remaining 59 percent looked for a
recession. Of this group, nearly all (87 percent)
believed that the downturn would occur during the
first quarter of the year. (Topic sentence first).
The significant role of inventories in the economic
picture should not be overlooked. At present,
inventories represent 3.8 months supply. Their
dollar
value
is
the
highest
in
history.
If
considered in relation to increased sales, however,
they are not excessive. In fact, they are well
within the range generally believed to be safe.
Thus, inventories are not likely to cause a downward
swing in the economy. (Topic sentence last).
Numerous materials have been used in manufacturing
this part. And many have shown quite satisfactory
results. Material 329, however, is superior to them
all. When built with material 329, the part is
almost twice as strong as when built with the next
best material. It is also three ounces lighter. Most
important, it is cheaper than any of the other
products. (Topic Sentence in the middle).
Leave out unnecessary information.
In reviewing the personnel history form you filled
out last week, I found an error that needs to be
corrected. The section titled work history has
blank lines for three items of information. The
first is for dates employed. The second is for
company name. And the third is for type of work
performed. On your form you wrote company name only,
and it extended across all three blanks. You did not
indicate years employed or your duties. This
information is important. It is reviewed by your
supervisors every time you are considered for a
promotion or for a pay increase. Therefore, it must
be completed. I request that you come by my office
and complete this form at your earliest convenience.
This should do?
(Please come by my office at your earliest convenience to
correct an error in the personnel form you filled out
last week).
PARAGRAPH DESIGN:
Paragraphing shows and emphasizes organization
(of matter).
Conveys a logical thinking.
Concerns or relates to one topic or idea
(unity).
Generally, paragraphs should be kept short.
Each paragraph should move an additional step toward
the communication goal.
Three reasons justify moving from the Neyveli
site. First, the building rock in the Neyveli
area is questionable. The failure of recent
geologic explorations in the area appears to
confirm suspicions that the Neyveli deposits
are nearly exhausted. Second, the distances
from the Neyveli site to major markets make
transportation
costs
unusually
high.
Obviously, any savings in transportation
costs will add to company profits. Third, the
obsolescence of much of the equipment at the
Neyveli plant makes this an ideal time for
relocation. The old equipment at the Neyveli
plant could be scrapped.
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