BUS 201 Lecture 4 & 5

BUSINESS COMMUNICATION

11th editionby

Raymond V. Lesikar

Lecture - 1CHAPTER: 2

Adaptation and the Selection of Words

Syed Far Abid Hossain

The Basic Need for Adaptation By adaptation, we mean fitting the message - to the specific

reader.

Readers do not all have the same ability - to understand a

message.

Readers do not- - all have the same vocabulary, - the same knowledge of the subject, - the same mentality.

The Basic Need for Adaptation – cont…….. Thus, to communicate clearly –

* we first should know the person with whom we wish to communicate.

* we should form our message - to fit that person’s mind.

Making message easy to understand is simply good business manners.

The Basic Need for Adaptation – cont……..

In adapting our message - we begin by visualizing the reader.

• we form a mental picture of • what he or she is like. • we imagine what the reader knows • about the subject

• what his or her educational level is, and

• how he or she thinks.

Suggestions For Selecting Words

Simplicity in choosing words must be maintained

for three (3) reasons:

• Many people tend to write at a difficult level,

which makes communication difficult.

• The writer usually knows the subject better than the reader, and

• The results of research support simplicity.

The following techniques are helpful in choosing the right words

Use Familiar Words: * Use the language that - most of us use in everyday conversation.

* We should avoid the stiff, more difficult words

that do not communicate so precisely or quickly.

For example: - instead of using - the more unfamiliar word endeavor, use try.

- instead of using terminate, use end.

Unfamiliar Words Familiar WordsThis machine has a tendency to develop excessive and unpleasant audio symptoms when operating at elevated temperatures.

This machine tends to get noisy when it runs hot.

The most operative assembly-line configuration is a unidirectional flow.

The most efficient assembly-line design is a one-way flow.

Use Short WordsShort words generally communicate – better than

long words.

Long Words Short WordsThey accessed to the proposition to terminate the business

They agreed to quit the business

During the preceding year the company operated at a financial deficit.

Last year the company lost money.

Use Technical Words * All fields have technical words. * These words are useful – when you communicate with people in your field. but do not communicate with outsiders.

Examples: * To a worker in the Social Security Administration,

the words covered employment commonly mean

employment covered by social security. - To some outsiders, - however they could mean working under a roof.

* Some initials like IBM, are widely recognized, but XML (extensible markup language), are not.

- May be the readers do not know certain initials, also

- they might confuse them with others. For example: if you saw SARS, - you might think of the virus, severe acute respiratory syndrome (SARS), and

- someone else might think of segmentation and reassembly sub layer (SARS).

Use initials cautiously

Technical language Probably the most troublesome technical language is that of the legal profession.

Among the legal words that may add little real meaning are:

- thereto, - therein, - whereas, - herewith, and

- herein. For example: “the land adjacent thereto” can be written “the adjacent land” without loss in meaning.

“Despite” can replace “notwithstanding”.

* Words have personalities.

* Select the stronger ones. For example: we should recognize that –

- tycoon is stronger than eminently successful businessperson,

- bear market is stronger than generally declining market,

- boom is stronger than a period of business prosperity

Select Words with the Right Strength and Vigor (force)

BUSINESS COMMUNICATION 11th editionbyRaymond V. LesikarLecture - 2CHAPTER: 2Adaptation and the Selection of WordsSyed Far Abid Hossain

Use Concrete Language Good business communication is marked by word

that form sharp and clear meanings in the mind.

These are the concrete words.

* Concrete is the opposite of abstract.

* Abstract words are vague.

Abstract ConcreteA significant A 53 percent loss

Good attendance record

100 percent attendance record

The leading company

First among 3,212 competitors

The majority 62 percent

In the near future By noon Thursday

** Active voice produces stronger - it emphasizes the action, and it

usually saves words.

** Passive is better - when the active person of

the action is not important.

example: The color desired was not specified in your order.

Passive is better when the performer is not known.

example: unidentified complaints have

been received.

Use the Active / Passive Voice

Passive

Active

The results were reported in our July 9 letter.

We reported the results in our July 9 letter.

This policy has been supported by our union.

Our union supported this policy.

A gain of 30 percent was reported for hardware sales.

Hardware sales gained 30 percent.

* We should study language and learn the shades of difference in the meanings of

similar words.

* We should learn the specific meanings of other words.

Example: - Money, funds, cash, finances - Boy, youth, young man, lad

Select Words for Precise Meanings

*Avoid words that discriminate against: - sex,

- race,

- nationality,

- age, or

- disability.

* We often use discriminatory words without bad intent.

Suggestions for Nondiscriminatory Writing

* Avoid using the masculine pronouns (he, him, his) for both sexes.

* You can do this by substituting neutral expressions.

Use Gender-Neutral Words

Suggestions For Selecting Words

Avoid words suggesting male dominance. Examples:

Controversial

Gender-Neutral

Man-made Human originManpower Personnel, workersBusinessman Business

executive, businessperson

Fire man Fire fighter

Controversial Gender-NeutralIf a customer pays promptly, he is placed on our preferred list.

A customer who pays promptly is placed on our preferred list.

When a customer needs service, it is his right to ask for it

A Customer who needs service has the right to ask for it*** If customers pay promptly, they are placed on our preferred list.

***If a customer pays promptly, he or she is placed on our preferred list.

Avoid words that stereotype by Age Words that label people – as old or young can arouse negative

reactions.

Example: instead of using old, use senior citizens.

Avoid words that typecast those with Disabilities

Disabled people are sensitive to words that describe their disabilities. Example: instead of using deaf, use hearing

disorder.

Questions*** Describe Basic need for Adaptation.

*** What are the techniques which are helpful in choosing the right words?