Active Business Communication

Michael P ierce

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2 Active Business Communication© 2008 Michael Pierce og Systime A/S

Kopiering fra denne bog må kun finde sted ioverensstemmelse med aftale mellem Copy-Danog Undervisningsministeriet.

Ekstern redaktion:Mai-Britt Fennefoss Nielsen

Omslag:Marianne Gulstad

Omslagsillustration:iStockphoto © Tom Nulens

Sat med Century Schoolbook 9/12

Grafisk tilrettelæggelse og produktion:Michael Pierce og Publizon A/S

Trykt hos:Nørhaven Book, SkivePrinted in Denmark 2008

1. udgave, 1. oplagISBN-13: 978-87-616-1981-5(ISBN-10: 87-616-1981-7)

Skt. Pauls Gade 25DK-8000 Århus CTlf.: 70 12 11 00www.systime.dk BETA

3Contents

Basics 9Transmission 9 Commercial language 12Formality 10 Technical/Business language 12Courtesy 10 Grammar & lexicon 13Styles of language 11 Please and thank You 14General language 11 Exercise 15Academic language 11

Conventions 17Words & phrases 18 Date 24Germanic - v - Romance 19 Time 25Be positive 19 Telephone 25‘I/we’ versus ‘you’ 20 E-mail & web address 25Two acronyms to assist 21 Currency 26Special words and phrases 22 Initials 26Font style & size 23 Exercise 27

The Communication Process 29Oral presentation 31 Projection 33Accents & dialects 31 Tone 33Stress & intonation 32 Visual 33Enunciation 32 Exercise 36

The Presentation 37Preparation 39 Types of equipment 42The presentation 41 Tips for using aids 44Visual equipment 41 Exercise 46

The Letter 47Letterhead 48 Letter layout 49Letter balance 48 Sample letter 50Fully blocked 48 Exercise 55Open punctuation 49

The Memo (Memorandum) 57Types 58 Content 60Style 58 Sample memo 61Format 59 Exercise 62

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The e-fax (Facsimile) 63Advantages 64 Sender’s contact information 65The e-fax 64 Sample fax 67Added advantages 64 Exercise 68

The E-mail 69Advantages 69 E-mail format 73Disadvantages 70 Further options 74Date & time 71 Remember 75Address box 71 Exercises 76Attached files/documents 71

The SMS (Short Message Service) 77Short is beautiful 78 Protocols 79Inter connectivity 78 Exercises 80

The Instant Message Service 81What can we do with it? 82 Off-line contact 85Disadvantages 82 Protocol and etiquette 85How does it work? 83 Exercise 86

The Newsletter 87Sample newsletter 89 Graphics, pictures, etc 90White space 90 Pull quotes 91Colour 90 Language 91Text alignment 90 Exercise 92

The Electronic Newsletter 93Direct message 93 Software template 94Attached page 93

The Press Release 95Format 96 The ending 99Three top tips 97 Remember 99Headline 97 Tips & warnings 100Sub-headline 98 Sample press release 101Opening paragraph 98 Exercise 102Middle paragraph(s) 98

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The Blog (Web Log) 103Uses 104 Some do’s and don’ts 106Blog terms 104 Design 106How to start 104 Exercise 108Style 105

The Report 109Classification 110 Clarity 111Format 110 Contents list 112Style 110 Four types 113Accuracy 111 Sample report 115Brevity 111 Exercise 116

The Summary 117How to do it 118 Sample summary 119Points to watch 118 Exercises 120Remember 118

The CV (Curriculum Vitae) 121Suggested headings 122 Photographs 123Format 122 Sample CV 124Referees 123 Exercise 125

The Letter of Application 127Process 128 Remember 129Format 128 Exercise 130

Appendix 131Glossary 132 The genitive 141Words & phrases to avoid 139 Which word shall I use? 142The shortened form 140 A to Z of alternative words 144BETA

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7Introduction“Revolution! What revolution?” exclaimed Tom Smith, the surprised managingdirector of Cuddleytoy Co Ltd, expecting to hear news of a catastrophe somewherein the world. Instead, he found Ms Jones, his long suffering secretary, once againtrying to convince him of the need for the company to join the ‘technological revolution’sweeping across business and commerce everywhere.

“The electronic revolution,” she retorted, “it’s what today’s business is all about;we simply must adopt the new technologies in order to compete more effectively.”Detecting a chink in his armour, she continued. “Fast means of communication areessential in today’s commercial world and unless we update our methods andsystems, we will fall too far behind.”

Reluctantly he finally succumbed to the arguments put forward by his very efficientsecretary. “Okay, what will it entail and how much is it going to cost?” he sighed.

Relieved, Ms Jones scurried back to her desk; not wishing to lose the momentum ofthe occasion. She withdrew a folder containing fully itemised estimates for hardwareand staff training. At last, dare she hope Cuddleytoy Co Ltd would finally join the‘brave new world’ of the electronic office?

Like everything else in life, thecommercial world has beendrastically affected by theelectronic revolution. The office oftoday has a totally different lookabout it to that of former years; nowawash with all sorts of electronicgadgetry that makes communica-tion faster, cheaper and much moreeffective. Naturally this newtechnology has brought with itchanges to the way in which officework has traditionally been done -the ability to send information

electronically through the ‘ether’ and to do jobs that formally needed a secretary toperform (the simple task of returning the carriage on a typewriter, for example).Although they appear small, it is nevertheless the ‘skills’ of the computer that hasbrought about changes to the way offices are run and letters are set out, resultingin faster administrative output.

retort (vb) svare skarpt igenchink in one’s svagt punktarmour (sb)lose the gå glip afmomentum (vb) mulighedenitemised (vb) specificereawash with (adj) oversvømmet med

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8 It is these changes that have prompted thisbook. It introduces the latest conventions onhow to lay-out a letter, explains what thechanges are and why. At the same time itexamines and introduces the newer methodsof transmitting information, for example:e-mail, blogs and SMS; what are they? Howcan we use them effectively in a businessenvironment? Do they have a place in the officeof today?

It is precisely these types of question that thisbook hopes to answer. So to start, let us refreshour memory of the general ‘rules’ of businesscommunication, for successful businesscommunication is an art form that can only be developed through practise. Beforeyou can do that, however, you need to know what to practise, so let us begin.

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9BasicsTransmission

FormalityCourtesy

Styles of languageGeneral language

Academic languageCommercial language

Technical/Business languageGrammar & lexicon

Please & Thank youExercise

In today’s business world, speed in communicating information is the key to success.Similarly, business people are very busy people, they do not want their time wasted;they want information in as brief and as lucid a version as possible. For thesesimple reasons, communications should a) deal only in facts, b) keep to the pointand c) be clear, free from ambiguities and old fashioned language: what I like tocall the ABC of business communication.

A - accurate B - brief C - clear

Transmission

Traditionally, information was transmitted by letter (often referred to as ‘snailmail’). Whilst this is still a very popular and useful method, today we have a muchfaster and wider range of methods at our fingertips, for example: e-mail, blogs,SMS. Nevertheless we cannot ignore the traditional systems in the office of today.Each transmission method has advantages and disadvantages as well as theirown special techniques; something we will be going into greater detail in laterchapters of the book.

transmit (vb) sendetransmission forsendelsesmetodemethod (sb)

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10 Formality

A single transmission method cannot be effective in every situation either, forregardless of the system, a level of formality will be employed. This on the onehand will be determined by the situation and on the other by the content. As ageneral guide, a communication type will fall under one of the following headings:

Formal Semi-informalenquiries making - replying letters of applicationoffers - quotations testimonials - referencesorder confirmations curriculum vitaeinvoices - accounts congratulationscomplaints - claims condolencesstatus enquiries invitations - hospitalityreminders - apologies sales letters

Remember, these are guides only, for the choice of formality will also depend on thetype of correspondent, for example: an enquiry from a private person will usuallybe dealt with on a more informal level than that from a business contact. Similarly,the correspondent (writer) - recipient (receiver) relationship, if at surname level,will normally use a more formal approach, whereas in the case of colleagues orfriends, a totally informal approach may result. Examples of these will behighlighted where appropriate in the book.

Courtesy

Having mentioned formality, it will be appropriateat this stage to talk a little about the languageused. The very stiff formal style of language,common of business communication years ago, isnow very much a thing of the past.

This does not mean that bad grammar, poorspelling and the use of jargon and slang areacceptable, they most definitely are not. Thelanguage you use should still be formal but at alevel that is more ‘friendly’, pleasant orconversational, but not over personal; the

enquiry (sb) forespørgseloffer (sb) tilbudquotation (sb) pristilbudtestimonial (sb) anbefalinghospitality (sb) gæstfrihedrecipient (sb) modtager

- AFTER YOU MADAM - THANK YOU SIR

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11overriding consideration is courtesy. The ability to let the recipient down tactfullyand gently if you are unable to help, or have to refuse a request, is essential.Courtesy also means respecting the views of your correspondent and replyingpromptly or as soon as possible if action is required. A letter or note explaining adelay in responding will show you in a good light and help create a positiveatmosphere.

So far we have introduced three concepts:A B CTRANSMISSIONFORMALITY - but there is one more: STYLE

Styles of language

Language in communication has many styles, with each style once again relying onspecial circumstances regardless of transmission type or formality level. For ourpurposes I will put these styles into three categories:

GENERAL ACADEMIC COMMERCIAL

General language

General language is the language of everyday use which covers the range of stylesfrom the slovenly to the ‘proper’ - slang to the idiomatically correct. The rulesgoverning this style can and are often broken. Consider the spoken and writtensocial contact between friends: in this type of communication anything goes,grammatical rules can be ‘bent’, slang used with impunity, etc. What is reallyimportant is the message and the need to make it as interesting and as amusingas possible. As long as the recipient understands you, is happy with your style anddoes not find it offensive, it does not matter what you do.

Academic language

Academic language is that style of language peculiar to academic and scientificwriting. In general terms this style tends to be verbose, technical and highlydeveloped. Its main aim is to explain in very clear detail exactly what the writerwishes to convey, albeit using very heavy technical words and phrases. The normalrules of grammar however, will apply and in this sense it is ‘text book’ language.

overriding (adj) altoverskyggendeslovenly (adj) sjusketwith impunity (sb) ustraffethedpeculiar (adj) særegenverbose (adj) ordrigalbeit (conj) omend, selvom

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12 Commercial language

Commercial language is what I define as that style of language used in thecommercial world (more commonly referred to as technical and business language).As with academic writing, the normal rules of grammar will apply, but unlike it inthat accuracy, brevity and clarity is the key. As this is what this book is all aboutI will go on to give a fuller description.

Technical/Business language

One often hears the term ‘technical language’, but what do we mean by it and whydoes it give us so many problems? To most people ‘technical language’ is defined asthat type of language as used in a technical field, between scientists, engineers,construction workers, for example. In the same way ‘business language’ draws asimilar answer; the language used in the commercial world, law, marketing, finance,etc, (in effect it is technical language). These stereotypical definitions do not solvethe problem however, for they are far too vague; clarification of this situation is, forme, the key to success, so let us examine it in easy stages.

We can and do communicate by various means, language, music, dance, art, etc. Ofthese, language is the most common way of transmitting information betweenpeople. This is because there are prescribed, strict definitions to the words we use,the other forms relying very often on individual interpretation, which may be verydifferent to that which their authors intended. However, language, even with itsprescribed definitions, does not stop misunderstandings and misinterpretations.

As an example: if in the course of a conversationI say ‘bird’ it will immediately produce a mentalpicture in your mind of a bird, but of what type?There are hundreds to choose from not least ofwhich includes; shape, colour, size and song; itis also a physical object: what chance thereforeis there for an abstract concept; ‘pain’ forexample? In this sense it is similar to thecomposer, choreography and artist whocommunicate their thoughts via their work.They hope we will interpret their work the waythey meant it but, being individuals, we ofteninterpret them very differently to what wasoriginally intended.

brevity (sb) korthedclarity (sb) klarhedclarification (sb) afklaring

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13Grammar and lexicon

Of course, I cannot be sure you understand exactly what I mean, but what I can bereasonably sure of is that you will have a good approximation of my meaningbecause of the strict coding of the language (grammar and lexicon). Because of thiswe do and are able to communicate effectively and for this reason I use the term‘general language’ to describe everyday language, even with its many dialects andaccents.

Where there is a need for more accuracy, the definitions we give to words andphrases needs to be more prescribed. It is for this reason we develop ‘technicallanguage’, but, there is not one technical language, there are many thousands allbased on the one general language - every facet of life has its technical language.For example; children, especially teenagers, use ordinary words in normal day today discourse to which they ascribe special meanings. These meanings defydefinition by others outside their social group (especially parents) and so make thelanguage ‘technical’ to that group of people. Similarly, the expert in a technicalfield will do the same (what we normally refer to as ‘technical language’). In short,technical language is a shared language in so far as words can and do take onspecial meanings within that area and amongst that group of people using it.Secondly, in general communication, whether spoken or written, we tend to scanand guess understanding; in the technical world we cannot do this for accuracy andunderstanding are paramount.

Because of the need for accuracy within a field, a technical language, based on thegeneral language, is developed for that field only. It uses the established words ofthat language to which special definitions are ascribed, together with speciallymade up words where necessary. The important point here is that the adoptedwords, together with their new definitions, are not standard across all technicalfields: ‘tender’*in the medical world for example, is very differently defined to‘tender’ as used in the business world, and different again to ‘tender’ as used in themarine world. It can thus be clearly seen, that a technical language is a speciallanguage shared by the group of people involved in that field regardless of the aimsof that field, i.e. work, leisure, home, entertainment, medical, sport, social grouping,etc..

So we finish up with two broad languages: ‘general’ with its variants and ‘special’,or as I like to call it ‘technical’, of which there is not one but many thousands asdemonstrated above. But what of ‘business language’ is it in some wayfundamentally different? For me it is technical language covering all those aspectsperformed in the office, all of which are technical and cross over the business,

approximation (sb) skøn paramount (adj) altafgørendelexicon (sb) ordforråd ascribe (sb) tilskriveprescribe (vb) fastsætte, tender (adj) (sb) øm, tilbud

foreskrive

* tender: medical - a sensitive spot on the body: commerce - the act of putting together anoffer for work: marine world - a vessel that provides supplies to other ships.

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14 technical and to some degree social worlds, for example: business letter writing inits various forms, accounts, orders, marketing materials, record keeping systems,descriptions, specifications, reports, etc.

If as I suggest there are thousands of different technical languages, how are yougoing to learn them all? The answer is you are not. You need only learn those thatdirectly affect you in the various aspects of your life. Even that can be many, but asyou will be a frequent user of them and as they are based on the general form of thelanguage, e.g. English, using the same grammar and lexicology of that language,the task is made much simpler.

So fundamentally for me there are two basic languages to learn: the principles ofgeneral everyday English and the principles of technical English. As we have grownup using and have been taught the general variant we really only need concentrateon the latter. It is this; the principles and practices of technical English, we will goon to examine later in the book, the application of which is then for you to determineas best suits the field and situation you find yourself in.

Please & Thank you

Please remember …… in the English speaking world there are three words thatare probably the most important words you will ever use, they matter above allelse – they are ‘please’ and ‘thank you’. Their use can open doors and converselywhen not used can close them. Please remember to use (but not over use) them inall your correspondence; it will make a big difference; thank you.

e.g. (exempli gratia f.eks. (for eksempel)– for example)

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15Exercise

The meaning of a word can change due to its context and situation.Depending on the technical area, the following words in bold text willhave different meanings when applied to the occupations listedagainst them, (please see the ‘tender’ example on page 13).

Identify the technical meaning of each word as used in the occupationsbelow and use them in a sentence; the first is done for you.

Book– publishing There are thousands of books in

the library.– legal– leisure

Drive– transport– marketing– education

Riveting– engineering– entertainment

Disc– medical– electronic– music

Attack– medical– military– chemical

Specimen answers for the above exercise are to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

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17ConventionsWords & phrases

Germanic - v - RomanceBe positive

‘I/we’ versus ‘You’Two acronyms to assist

Special words and phrasesFont style & size

DateTime

TelephoneE-mail & web address

CurrencyInitials

Exercise

Most organisations develop a personalised approach when it comes to their writtencommunications. Naturally they will vary from one organisation to the next. Thereare no absolute rules governing how letters, memos, faxes, etc, are laid out, rathera series of generally accepted conventions which are consistently applied, andwhich business people agree to accept. Thus the elements of letter layout areconstantly subject to change, as one practice is superseded by another, in order toachieve greater simplicity, speed of production or pleasing appearance.

Similarly, much care and expense is often devoted to the design of companystationery. An avant-garde company for example, is likely to be more ‘adventurous’in its design and layout than a traditional company. Whatever the final letterheaddesign and lay-out, it is important for those using them to pay particular attentionto the overall appearance of the letter itself. A badly laid out and presented lettercould easily make the difference between success or failure. Research has shownthat up to 25% of a letter’s total impact can and is ascribed to its visual appearance.Thus the graphic designer, secretary, word processor and typist have an extremelyimportant combined role to play in the production of a visually elegant, crisp letter.

As just stated, there are no rules to help and guide us to success; by the same tokenthere is no need to despair, for there are conventions we can use to help us. So what

supersede (vb) afløse, fortrængesimplicity (sb) enkelhedstationery (sb) papirvarerby the same token når dette er sagt …

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18 are conventions? A convention is ageneral agreement, or a set of guidelinesto assist us in the way of doingsomething; in this case businesscommunication. These conventions areessential if meaningful understandingis to be achieved; so let us have a look atthem.

Words and phrases

There are many pitfalls for the unwaryin written communication, not least ofthese is misunderstanding; the use ofnon verbal clues - body language, tonalvariation, eye contact, etc, which we rely on so much during verbal discourse, aremissing. For this reason you need to be very clear and precise in whatever it is youwrite. To enable you to achieve this, try to remember and use the following:

1. always use simple, single words rather than long words or phrases. The aim isnot to impress the recipient with your knowledge, but to get a message across asquickly and as effectively as possible. In some cases this is not always possible,e.g. in situations where the use of a highly technical term is essential.

2. avoid clichés and jargon. Surprising as it may seem, not all people are attuned tothem; many are culturally bound and are easily misunderstood; they are also asign of a lack of vocabulary. Similarly, avoid old fashioned terms; they tend to bewordy, over polite and written in the passive voice. Examples of these can be foundin the appendix pages 143-153.

3. the shortened form: I’m, don’t, we’re, etc, is still considered bad practice in formalbusiness communication, but fine in friend to friend communications. There is atendency in the newer forms of communication, e-mail for example, to be lessformal and as a consequence this rule is often broken. However, do not confuse theshortened form with the genitive ‘s’, this must be used, e.g.

it is the boss’s decision as to .... (the decision of the boss)..... ten days’ leave this year (……. leave of ten days this year)the students’ books (the books of the students)the student’s books (the books of the student)

unwary (adj) uforsigtig, ubesindigclue (sb) fingerpeg, tegnwordy (adj) ordrig

- SORRY FOLKS! NO RULES LEFT! BUT I GOT SOME CONVENTIONS

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19See pages 140-141 for a fuller explanation of the shortened form and the genitive.

Germanic - v - Romance

English with its roots in Germanic (German, Norse) and Romance (Latin, French)languages is an extremely rich language. It provides many alternative words(synonyms and antonyms) for the wise writer to take advantage of. However, careneeds to be taken, for very often they will be contextually different and for thisreason they have their own distinct meaning. Bearing this last point in mind, it isstill possible to interchange them in some situations, so wherever possible it isbetter to use the Germanic rather than the Romance equivalent, they are moredirect, for example:

Germanic Romancejob - v - occupation – …….. his job is to ……buy - v - purchase – ........ I bought the goods from you.drive - v - push – The drive to increase sales has worked.end - v - terminate – ..... production ends here.use - v - utilise – ..... use the space more efficiently.

Be positive

Whenever possible use positive not negative language. People generally want toknow what you or your organisation can do for them. Negative words like‘impossible’, ‘never’, ‘cannot’, ‘no’, for example, may produce the wrong reactions inthe reader. Using positive words and phrases stating what you can or are able todo, will usually indicate to the reader what you cannot or will not do. This isparticularly so if it is accompanied with an explanation or alternative solution,(the why and how), for example:

negative ......... we are unable to help you with the dates yourequested.

positive ......... we are sold out for the dates you requested, butwill be happy to recommend ........

negative ..... sorry, but the model you enquired about is now outof production.

positive Although the model you ordered is out of production, wewill be pleased to offer you ........

contextually (adv) kontekstuelt, somfremgår af ensammenhæng

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20 ‘I/we’ versus ‘you’

The use of personal pronouns is perhaps one of the biggest advances of recentyears. Their use gives the letter a friendlier yet business like feel, for example theuse of ‘we’ instead of ‘the directors’. However, wherever possible try to use the ‘you’approach to letter writing, rather than the ‘I/we’ approach. Using the ‘you’ ratherthan the ‘I/we’ approach transmits a feeling in the reader that it is him/her who isimportant. The alternative I/we approach may have the opposite effect; giving theimpression the writer is concerned about him/herself or the organisation’s point ofview at the expense of the client.

I/we attitude you attitude

I/we send you best wishes and Best wishes and congratulationscongratulations for the ........ to you on your ..........

We will post the goods as soon Your goods will be posted onas we receive payment ......... receipt of your payment ..........

The company offers bonus You earn bonus points every timepoints for regular users of ...... you use the company’s ........

The following two letters demonstrate the “I” versus “you” approach. The firstletter is an I/we example containing twelve “I, we, our” pronouns and only four “you,your” pronouns:

Dear ........

May I take this opportunity to thank you for your recent applicationto join our On-line Shopping Club. We at Cuddlytoy; offer an unrivalledrange of products and weekly special offers for members.

It is our wish that all members are able to take full advantage of ourexciting offers. For this reason our membership scheme ensures youhave 24 hours, 7 days a week access to our on-line shop.

Remember, we are here to serve our members and make on-lineshopping an easy and pleasant experience. Finally we welcome youto Easy Buy On-line Membership, if we can be of any furtherassistance, please call us on ..........

unrivalled (adj) uforlignelig

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21The second “you” example has twelve “you, your” pronouns and four “we, our, us”pronouns.

Dear .....

Thank you for your recent application for On-line Shopping Club,which offers you an unrivalled range of products. With yourMembership, you also have access to a fantastic range of weeklyspecial offers.

Your on-line membership enables you to take full advantage of theseexciting offers on a 24 hour, 7 days a week basis. Remember, shoppingis now open to you 24 hours a day, 7 days a week.

We at Cuddlytoy welcome and congratulate you on becoming amember of On-line Shopping. Remember we are here to serve you; ouraim is to make your shopping as pleasant as possible; so if at anytime you require further assistance, please call us on..............

These examples clearly show the distinction between the two styles and how muchmore personal and friendly the “you” style is. However, this approach cannot beadopted for every situation. The following are examples in response to letters inwhich the writers have made mistakes and in which misunderstandings or differingopinions are expressed:

contrast We are returning the contract for completion as youhave forgotten to sign it.

with Please find the contract enclosed as it has unfortunatelynot been signed.

and Whilst I appreciate your comments I feel you havemisunderstood the situation .........

with The proposed amendments are very complex andrequire further detailed explanation .........

Two acronyms to assist

The first is ABC. Whatever the communication, ABC is the byword - Accurate,Brief and Clear:

completion (sb) færdiggørelseamendment (sb) forbedring, rettelsebyword (sb) yndlingsudtryk,

ofte brugt udtryk

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22 Accurate - keep to the point; use clear, simple, linguistically correct language inorder to prevent ambiguities and misunderstandings.Brief - state or provide the information required, keep it as short as possible.Business people are busy people; they do not want you to waste their time.Clear - use simple, straightforward language; imagine it as a conversation inwriting. Put simply, it means getting your message across in a natural, informing,courteous way.

The second is POLICE.

Person - who is the communication aimed at? Is it to beformal or semi-formal? Put yourself in their shoes andanticipate what it is they want.Object - identify the principle aims of the communi-cation; why are you writing it? Keep to the main reason(s)for writing.Logic - structure the main points of the communicationinto a simple, clear, sequenced plan.Idea - one idea, one topic or theme, one paragraph – donot be afraid to use paragraphs, they will enable yourpoints to be made much more effectively.Conclusion - control the communication to arrive at alogical conclusion, by tying all the loose ends together.Error - check your work for spelling mistakes, errors,omissions, formatting, etc, before signing andtransmitting.

Remember:• avoid jargon, cliché and unnecessary words.• say what you mean to say as simply and as quickly as you can.• do not forget spelling, grammatical structure and layout.• politeness is a particular British trait. Even if the meaning of the content of

your letter is intended to be rude, it must be done in a polite way.• do not forget those little words – please & thank you.

Special words and phrases

There are many ‘stock’ phrases and words used in business communication thatyou may come across, many of which have a long history. Using these with care and

linguistically (adv) lingvistiskambiguity (sb) uklarhed,

dobbelttydelighedsequenced (adj) i rækkefølgeomission (sb) udeladelsestock phrase (sb) fast udtryk

- REMEMBER P.O.L.I.C.E.

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23understanding, together with an eye on context, will help you compose successfulletters. Be warned however, many are very old fashioned and no longer in use.

Secondly, and as said previously, the formality of language used has changeddramatically, but that does not mean to say it is open season, formality is stillimportant. Formality however, does not mean that we should continue with manyof the old ‘stock’ phrases and words; for they are long winded and pompous. So, aswell as the pronoun example given earlier, let me give some other examples todemonstrate what I mean:

1. In response to your letter ‘In reply to your letter 1 March ...’of the 1st inst....

2. .... as the aforementioned ‘as shown in the previous .......’point showed.....

3. your good selves ‘you’4. We the undersigned ‘Signed’5. Your attention is drawn ..... ‘Please see .......’6. Please find attached/enclosed ....... ‘I attach/enclose .......’

(for a fuller list, please refer to - ‘A to Z of Alternative Words’ - on page 144)

Font style & size

Very few letters today are hand written, the computer has more or less takencomplete control of this aspect (including private mail from home). Word processingsoftware on computers offers many different print styles (known as ‘fonts’) andpoints (sizes) which can be confusing; which one shall you use?

Fonts are grouped under two headings, serif* and sans serif**. The former are theolder styles and are characterised by the small strokes (serifs) on the ends of thecharacters. San serif fonts on the other hand are completely free of additions andtherefore appear ‘cleaner’. Finally and to complete this technical part, there is:‘leading’, the technical term for the space between the lines of text. As an example;this text is Century Schoolbook 9/12, meaning: font - Century Schoolbook, size - 9leading - 12. Typical examples of serif fonts are:

This is a typical serif font style; it is Century Schoolbook size 8

This is a typical serif font style; it is Times New Roman size 10This is a typical serif font style; it is Garamond size 12

open season frit spil

* serif - skraffering – kort streg, der afslutter skriftsbilledets grundstreger, f.eks. T** sans-serif - stenskrift uden skraffering, f.eks. T

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24 Typical examples of sans serif fonts are:

This is a typical sans serif font style; it is Verdana size 8

This is a typical sans serif font style; it is Tahoma size 10

This is a typical sans serif font style; it is Arial size 12

Traditionally serif fonts were the styles used, this together with the normal sizesof 10, 12, meant that they were usually easier to read, the serifs tending to givecontinuity. Sans serif fonts are more modern and being much ‘cleaner’ are usuallybetter when smaller font sizes are to be used. In this instance the lack of serifsmakes it easier to read. (see the ‘body of the letter’ on page 50)

Generally it is better to keep to one font style. Should it be necessary, another fontis acceptable but not more as this tends to make the letter look ‘messy’. Similarlyfont sizes of 10-12 ‘normal’ are usual for the body of the text; headings 14-20 ‘bold’and sub headings 10-12 ‘bold’. Try to avoid using italics as they can be difficult toread. Black is the best text colour, if you use coloured text, ensure it is readable assome colours ‘disappear’ on the paper, especially on coloured backgrounds.

Date

There are many different ways to write the date and unless care is taken it could beconfusing, especially if using numbers only. European convention is to write thedate in the day-month-year format,

10-12-2007 (10 December 2007) - European

Americans on the other hand, use the month-day-year format, e.g.

12-10-2007 (December 10, 2007) - American

To solve the problem and avoid confusion when writing the date, use the day-month-year format but spell the month out in full, e.g. 10 December 2007. Thisway it does not matter which comes first, it will be obvious what the date is.

Note also that the old system of adding ‘the’, ‘of’’ and ‘st’, ‘nd’, ‘rd’, ‘th’, after the daynumber e.g. the 1st, (2nd, 3rd, 4th) of December 2007, is now obsolete, use only theday number, month spelt out in full and the year number (10 December 2007).When spoken however, ‘the’, ‘of’’ and ‘st’, ‘nd’, ‘rd’, ‘th’, are pronounced.

obsolete (adv) forældet

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25Time

As many countries do not use or understand ‘am’ & ‘pm’, always use the 24 hourclock system without a space or punctuation mark separating the hours andminutes, e.g.

0705 = 5 minutes past 7 in the morning.1905 = 5 minutes past 7 in the evening.

If it is an international communication it is essential to reduce the risk ofmisunderstandings even further, so remember to append the time zone being used,e.g. 0705 GMT (Greenwich Mean Time) or CET (Central European Time), etc.

Telephone

Telephone numbers should always be listed in full, including international codes.The use of ‘+’ in place of 00 is now common practice, e.g. a typical UK number wouldbe as follows:

+ = international44 = country code (UK)(0)1234 = area code567890 = personal number

written as: + 44 (0)1234 567890

Note …. brackets around the ‘0’ indicate it is not used if it is an international call.

E-mail & web address

Always give the full address codes. E-mail addresses have two parts: your e-mailname or user name and your e-mail domain separated by an @ (pronounced ‘at’).

The domain name is the unique identifier for the organisation that manages youre-mail account. Unless it is correct your e-mail will not reach its intended goal.They are made up of at least two parts, each of which is separated by a full stopwhich in e-mail jargon is pronounced ‘dot’, thus: sales@cuddlytoy.co.uk is pronounced“sales at cuddlytoy dot co dot uk.”

am (anti meridian) om formiddagen(00.00 - 12.00)

pm (post meridian) om eftermiddagen(12.00 - 00.00)

append (vb) vedføje, tilføjebracket (sb) parentes

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26 Web addresses should likewise be given in full; it is becoming common practicehowever, to omit the ‘www’ prefix. All other details are as for e-mail addresses.

Currency

Whenever you write currency amounts always use the accepted currency sign andits position in relation to the amount as practised by the country in question, forexample; UK Pounds (£100 or GBP 100)*, Euro (€100), US Dollars (US$100),Danish Kroner (DKK 100)*. If you are not sure what it/they are, check the Internetor ask at your bank. If you do not have the sign on your computer, spell out thecurrency and country in full e.g. 100 GB Pounds, 100 Euro, 100 US Dollars, 100Danish Kroner.

Initials

The use of the full stop after abbreviations, name initials, professionalqualifications, post codes, etc, is no longer used, e.g: CuddlyToy Co Ltd - Mr MPierce FICA BSc - Midtown MT1 2SE.

Remember, the most effective letter is the one that communicates your message inthe fewest and simplest words possible, so:

‘keep it short and simple’

omit (vb) udeladecurrency (sb) valutaabbreviation (sb) forkortelse

* when using initial letters, leave a space between the initials and the amount

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27Exercise

Convert the following ‘I/we’ letter into a ‘you’ letter.

Dear ……..

We are pleased to announce the launch of our new web shop containingour latest and extended range of products. It has been designed tosimplify the service we give to all our customers.

Our wish is to offer all our valued customers the chance to previewthe new shop; we feel sure, it will be warmly welcomed. To start‘shopping’, click on the link below and follow the simple guide lineson the front page; we hope you enjoy the experience. Naturally, wewill be pleased to receive comments on the new shop.

As a “Thank you” for your help and support; we are pleased to offer aspecial 30% discount on all orders received by us before the officiallaunch date.

We thank you for your help and look forward to being of continuedservice in the future.

Yours ………

A specimen answer for the above exercise is to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

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28

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29The Communication ProcessOral presentation

Accents & dialectsStress & intonation

EnunciationProjection

ToneVisual

Exercise

When we think of the communication process, we tend to think of the spoken andwritten word. Communication however, can and does take many forms - thelanguage of dance, music, art, drama, mime, etc. In many areas of work thesealternative forms are far more common, effective and precise.

“Ah!” You may say, “But, opera, ballet andabstract art are all gibberish to me. Isimply don’t understand them.” And youmay very well be right. But your lack ofunderstanding does not mean to say theyare not means of communication. Beforeyou can communicate successfully, youhave to know and understand the rules ofthe communication system you are using.For example, you cannot possibly hope tounderstand anything I have written in thisbook, unless you understand the Englishlanguage and can apply the rules(grammar) of the language, even if that isin a loose way.

gibberish (sb) uforståeligt vrøvl

- WURT T’ GEWIN

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30 Although there are many systems of communication, both socially andcommercially, the spoken and written word are used far more than any other means.Yet in spite of this, misunderstandings are all too common. Oral and writtencommunication involves speaking, listening and reading. Simple processes youmay think, but if we examine them a little deeper we will hopefully begin toappreciate how and why misunderstandings occur.

Whilst I do not wish to suggest that we, as a species, are similar to robots, I willnevertheless use a mechanistic approach to explain the communication processand why there is a need for careful planning and clear language.

Communication processes pass through several stages between the parties involvedas the following diagram will hopefully show. It is quite a complex process: nowonder there are often misunderstandings!

To complicate the processeven further, when it is newinformation that is beingcommunicated, people needmore time to take it in, hencethe need to speak moreslowly and clearly and allowtime for reading.

In similar manner, theassumption is made thatthe definitions attached towords and phrases have ashared meaning. But asdiscussed in the Basicschapter - ‘Styles ofLanguage’ (page 11); eventhis does not paint the fullpicture.

The message is affected by many otherexternal factors, the choice of words, stress,intonation, punctuation and the relationship betweenthe parties concerned. In the case of oral communication, non-verbal stimuli havea great effect; facial expressions, gestures, posture and the context, all giving andinfluencing meaning.

oral (adj) mundtlig decode (vb) dechifreremechanistic (adj) mekanistisk comprehend (vb) forståconceive (vb) udtænke acknowledge (vb) at anerkendeencode (vb) kode modtagelserelay (vb) videresende

RECEIVER SENDER

2. encoded

1. conceived

3. relayed

6. acknowledged

4. decoded

5. c

ompr

ehen

ded

determine themessage

use suitablelanguage

unde

rsta

nd t

hew

hole

deliver to the

listener

give the wordsmeaning

reply to the

message

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31Oral presentation

Previous studies into the effectiveness of oral presentations showed up someremarkable results. It became clear that the words themselves, whilst on papercontain all the meaning, contributed least to the understanding process (7%). Toneof voice (38%) and body language (55%) provedto be more effective in ‘getting the messageacross’.

In effect, a boring message can be transmittedmuch more effectively by a charismatic speakerwith a good voice than would an interestingmessage by a ‘boring’, monotone voicedspeaker.

From this it can be seen that the communication process we take so much forgranted has many complex aspects. So let us look at them in turn in order to de-mystify and simplify them, so that you may become a better communicator.

Accents and dialects

Every language is subject to regional variations, often called accents or dialects.These enrich a language but conversely can interfere with understanding whenused out of their natural areas.

Accents - great care must be taken to ensure that accents (often defined as thosecharacteristic modes of pronunciation that identify the user’s origin) are not toostrong to interfere with understanding.

If you have a strong regional accent it will be necessary for you to try and modify itso that it is understandable to a wider audience. There is no suggestion that youshould try to adopt a “false” accent as this often proves to be disastrous.

Dialects - dialects on the other hand, often have their own vocabulary, grammarand pronunciation, which can be very different from the mother tongue of whichthey were born. Their use is often too localised and too specialised to be an effectivemeans of communication outside that area.

Dialects, being local, are not usually understood outside their area. This being so,means it will be necessary for you to use a more standard form of the language.

7% words

38%tone

55% bodylanguage

contribute (vb) bidragecharismatic (adj) karismatiskmonotone voiced tale med ensformig stemmemodify (vb) modificere, ændre

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32 Stress and intonation

Words have ascribed definitions that are easily found in a dictionary. However,much of the meaning we give to spoken language is via the intonation and stresswe place on the words. It is not essential to use stress and intonation, understandingis, in general, still there - consider the talking computer. But if we wish to aidunderstanding and maintain our audience’s attention, then both are essentialtools, especially the latter - a flat voice is a boring voice.

Whilst giving colour and interest to the words we use, stress and intonation canalso fundamentally change the meaning of the same set of words. Take the following,for example: what do the five statements below mean? Try to identify their differentmeanings, check your answers at the end of the chapter, (stress is placed on theword(s) in bold underlined).

1. She doesn’t know them2. She doesn’t know them3. She doesn’t know them4. She doesn’t know them5. She doesn’t know them?

Stress when used with intonation in the right way enables you to convey subtlechanges of meaning as well as making your whole delivery more pleasing andinteresting to the listener.

Enunciation

Enunciation is the art of pronouncing words clearly and fully. Innormal everyday speech this one aspect is perhaps the mostabused: mumbling, slurring one word into another, clippedendings to words, missed characters especially h, t, d, g, etc, arecharacteristic of poor enunciation.

Clearly spoken syllables, words, phrases, etc, enable the listenerto focus on the message you wish to convey and not the words.Unlike general conversation where overall understanding is thenorm, communication requires a full understanding of what thespeaker intends. Similarly the need to reach all (especially inlarger venues) necessitates clear enunciation.

enunciation artikulation (sb),artikulere (vb)

slur (vb) tale sløretvenue mødestednecessitate (vb) nødvendiggøre

- HOW NOW BROWN COW

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33Projection

When addressing many people it is essential that all can hear you. The art ofprojecting your voice requires you to adopt a posture that enables the diaphragmto function properly, usually standing up erect. It is also essential to hold the headup and open your mouth. Shy or nervous people tend to let their head drop andspeak into their chest, whilst the over confident or nervous, speak too quicklythereby not allowing the listener time to assimilate the words.

Tone

Nerves tend to tighten the vocal chords and when speaking can produce strident,harsh tones. These are particularly grating to the listener. It is essential to relaxas much as possible, relaxed presenters are able to produce pleasing sounds.

Together the above factors should enable you to make effective oral presentations.

Visual

Often referred to as non-verbal communication (NVC) or body language, it hasoften been said that more meaning is transmitted via visual communication thanby the spoken word. Indeed it is not uncommon for people to say one thing andvisually mean something else, so strong is visual stimuli. However, the irony ofvisual communication is that in most cases it is made unconsciously, neverthelessmade it is.

The person who is able to read visual stimuli is in a strong position in acommunicative situation. For example the receptionist who recognises anger orfrustration in the determined, hurried steps of a customer, will have the commonsense to ensure that his/her opening words will be serious, courteous, calm andfriendly. Likewise the presenter who recognises shuffling and hands holding headsin the audience as boredom will call a break or introduce an appropriate, humorousanecdote.

For so powerful a means of communication to be used so unconsciously, somethingthat we take for granted, and yet so powerful as to be the most effective means ofcommunicating, is difficult to understand. It is for this reason that you are highlyrecommended to spend time on it.

project (vb) bruge stemmen harsh (adj) skarpdiaphragm (sb) mellemgulv grating (adj) raspendeassimilate (vb) assimilere, visual stimuli noget der

tilegne sig stimulerer øjetvocal chord (sb) stemmebånd shuffling (vb) trippenstrident (adj) skærende

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34 Non-verbal communication covers all those aspects that afford visual stimuli:facial expressions; gestures; movements; physical contact; positioning; posture;para-linguistics. As there are many good books on this subject, it is pointless megoing through each in detail. But, as a guide for your future research I will give anoverview here:

Facial expressions - the face is capable of transmitting an enormously widerange of expressions and emotions. All parts of the face are used to great effect,often without thought. We have all seen, used and are familiar with them. Whatthe wise person will do is to learn to recognise and react to them.Gestures - gestures, like facial expressions, are many and varied. Normally theyare transmitted unconsciously, an automatic response to a situation, for example;the forefinger over the lips to signal silence, ‘thumbs-up’ sign to signal everythingis fine, shaking of the head in disbelief, etc.Movements - movements of the body, especially the feet or fingers often indicateimpatience or boredom.Physical contact - finger prodding for emphasis and insistence, slapping theback in friendship, etc, are typical examples.Positioning - the distance between people (often referred to as ‘space bubble’), iftoo close may cause discomfort. This is especially so in most Western cultures. InArabic cultures however, closeness indicates sincerity and trust.Posture - how we position our body, stand or sit erect, lounge or lean forward cantransmit care, self-confidence or over confidence, nervousness, etc.Para-linguistics - sounds that indicate surprise, agreement, impatience orannoyance, e.g. “uh-uh”, “whew!”, “oops!”, “tsk”, “tut-tut”, etc.

Nothing of what I have mentioned is new; we all know and use them. A way to helpovercome them is to practise whilst you look at yourself in front of a long mirror, orask someone to video your performance; you will be very surprised!

positioning (sb) positioneringposture (sb) kropsholdningdiscomfort (sb) ubehagsincerity (sb) oprigtighed

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35Answers (page 32)

1. is saying, “she” certainly does not know “them” and has no wishto.

2. implies, “she” may have met “them “but “she” does not know nordoes “she” wish to get to know “them.”

3. suggests that, “them” is not worth getting to know by “she.”4. is a strong denial of “she” having any knowledge whatsoever of

“them.”5. by stressing “know” and raising the voice on the last word, not

only turns it into a question but implies the suggestion that “she”may not know “them” is ridiculous.

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36 Exercise

Examine the following sketches and interpret their non verbalcommunication meaning.

Specimen answers for the above exercise are to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

1.

2.

3.4.

5.

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37The PresentationPreparation

The presentationVisual equipment

Types of equipmentTips for using aids

Exercise

Any communicative contact between individuals, or groups of individuals,constitutes a presentation. Throughout our lives we are constantly makingpresentations without ever thinking about it, they are part of our normal everydaylife. It is only when we are placed in ‘different’ or unusual situations that webecome uncomfortable, nervous or downright frightened - ‘panic’ enters the agenda.

Presentations take many forms,but for our purposes we will lookat three:

1. informal2. semi-formal3. formal.

Informal - of all the presen-tations we are likely to make inour life 99.9% will fall into thiscategory. They are thosecommunicative processes wemake in known company,

agenda (sb) dagsorden

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38 between friends, in the family, at work between work colleagues, etc, as part of ournormal daily life. So much part of our life are they, that we do not even stop to thinkabout them or to analyse what we do or say.

Semi-formal - those out of the ordinary presentations that can be amongst friendsand family; wedding or birthday speeches, or those made at work or in clubs, forexample. In short, where you are not as familiar with the people you are addressing,and where there is often a formality about them.

Formal - the panic button: the situation that most of us dread, standing up tomake a presentation in either familiar or unfamiliar surroundings often to peoplewe do not know. So much usually depends on these that it places a lot of pressureon us, for example; as the manager addressing staff on an important issue or, as aspecialist addressing an assembled audience of similar specialism(s), sales drives,etc.

All of the three identified types can be spontaneous or prepared. In the case of theformer; - informal - spontaneity is the norm. However, in the case of the latter, it isonly the fool or the brave that goes in unprepared. Formal presentations normallyallow time for thorough preparation and it is the wise person who uses this time togood effect. The following story will illustrate this point very effectively.

It all started, as most things do, in an innocent way with me wishing to help mystudents further their careers. I had been in Denmark less than a year lecturingin business management to a group of hotel management students.

Previously I had made friends with an exiled Brit who had been in Denmark forover 13 years and who was working as a general handyman in a local hotel.I thought it a good idea to arrange for my friend to talk to them about his work.It is one of those jobs which tend to be ignored or forgotten. As such I consideredit useful to remind them that everyone working in a hotel is a vital “cog in themachine,” if that machine is to run efficiently.

The allotted day arrived, the students seated and the speaker introduced.Although nervous, he made a great presentation of his experiences in a veryuncontroversial way. At one stage he made a comment to which I said, “Carefulhis daughter may be in the audience,” more of a joke than anything else. Thisbrought with it giggles, sniggers and some squirming. Finally, after a goodquestion and answer session the presentation ended and all appeared happy.

Suddenly, one of the students approached my friend and said “My father ownsthe hotel you work at.” At the same time two students approached me and toldme the same. My friend’s face sank visibly; my knees went like jelly; my friendand I spent ages analysing what had been said. Fortunately we could think of

dread (vb) frygteallotted (adj) tildeltsnigger (sb) fnisensquirming (sb) vriden sig,

krympen

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39nothing that would have embarrassed his employer and, as the studentcontinued speaking with my friend in a very friendly manner, we both began torelax a little.

I had previously given lectures and had had practice sessions with the studentson “how to make successful presentations.” These included the golden rule -research your audience. I had broken that cardinal rule and my students neverlet me forget it!

But for the fact that my friend is by nature a very tactful person, it could havebeen disastrous for him, not to mention the effects on me. For me to have donethis to myself was the height of stupidity, but to make the mistake on somebodyelse’s behalf was absolutely unforgivable. It was a lesson learnt the hardway. Fortunately my friend is still a very good friend.

So what are the tips for successful presentations? The following check list shouldprove useful:

Preparation

Plan your presentation carefully beforehand with the supporting documents,information, notes, materials, etc, to hand. This will give you more confidence andassist in overcoming nervousness. A suggested check list to help follows.

Inspection - inspect the venue if possible. As the presenter, you are in control ofeverything, so organise the space and seating to suit your presentation. Ensure allthe equipment you need is available and working.

Research - check out your audience. Find out who and how many will be there,where they are from, what experiences they have and what they will expect interms of content, and style.

What do you want to achieve? - with the research on your audience, identify yourobjectives and decide on your style, e.g. informing, persuading, training, entertaining,etc, and select an appropriate mode of delivery: informal - v - formal, technical - v- general language.

Lecture plan - organise your presentation in a clear, coherent, logical manner.Indicate where visual aids, breaks, anecdotes, etc, will be. Do not be afraid to usehumour, but keep it relevant, clean and uncontroversial.

cardinal (adj) afgørendeheight or stupidity største tåbelighedvenue (sb) mødestedcoherent (adj) sammenhængende

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40 Notes/prompt (cue) cards - make very brief notes/key points on cards as an aidto support your delivery but, do not read from them. Put them in order and numberthe cards, it has been known for presenters to drop them but, if numbered, they areeasily sorted.

Visual aids - visual aids not only add interest and breaks in concentration, theycan make a difficult concept much easier to communicate. However, they must besimple, appropriate and of a size that can be easily viewed by all. Do not use toomany.

Counter arguments - try to anticipate alternative points of view and questionsand try to prepare answers in case they are needed. Naturally you cannot coverevery contingency and should a question arise that you are unable to answer, donot be afraid to say “I don’t know”. By all means, if you feel it appropriate, offer tofind the answer, but if you do, ensure you ‘get-back’ to the questioner.

Rehearsal - if possible rehearse your speech and be sure to practice difficultinformation and pronunciation, etc. You can practise on your own, in front of amirror, record it on video, in front of a friend, or any other situation you feel willbest help you.

Appearance - dress according to the situation. Should there be a dress code, youhave no alternative, in other situationshowever, the topic and audience shouldprovide you with the clues you need.Dressing one level above the situationwill indicate a level of respect for youraudience.

Equipment - always check and set upequipment before starting. Suddenlyfinding the equipment is not workingproperly can generate anxiety in youso: check projectors for positioning,that remote controls work, focus theOHP beforehand, ensure new colouredfelt tip pens are available, etc.

Before starting - remember, only afool will say he/she is not nervous, soto calm the nerves, take a deep breath

prompt (cue) card cue card, småkort med stikord

counter argument modargumentclue (sb) fingerpeg

- NOW, WHERE DID I PUT THAT PEN?

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41and exhale slowly, have a glass of water to hand and never drink alcohol before apresentation.

The presentation

Start by welcoming and thanking your audience, then introduce your topic andoutline the structure you intend using. Build up to the body of your topic in a logicalway, indicating changes in direction as they occur. Finally conclude by drawing allthe threads together, thanking your audience and asking for questions.

Audience awareness - clearly indicate when you are closing a topic and movingon to the next one by giving clear signals as to the direction you intend taking. It isalso very difficult for people to sit still for long periods, so allow your audienceopenings to move and relax. Do this by introducing humour or audience participation.

Visual aids - use confidently, ensuring that the audience has time to see andunderstand them. For the use of equipment, see the next section ‘Visual equipment’.

Your posture - stand rather than sit, but do not move about too much, fold yourarms, scratch your head, fiddle with papers or other materials. Steady your handswith your cue cards. Maintain eye contact with your audience with slow positivemovements but do not stare at one individual, the ceiling or the floor. Speak slowlyand clearly, use short, simple words, avoid cliché and jargon and above all keep tothe point. Lastly, never use sarcasm or ridicule against your audience.

Audience participation - try to read your audience and react to tell-tale signs ofboredom, tiredness, etc, taking whatever action is required to overcome it. Forexample, invite your audience to participate by asking questions or by using buzz-groups and when answering questions be polite, friendly, answer the question anddo not waffle. Remember the audience is usually on your side and sympathetictoward you so treat them with respect. Finally, try to be enthusiastic as this willbe picked up by them.

Visual equipment

Presentations can be greatly improved and assisted with the use of various piecesof equipment, often referred to as ‘visual aids’. In the same way they can alsodetract and spoil a presentation if used incorrectly or inappropriately. In this

confidently (adv) med selvtillidridicule (sb) latterliggørelsewaffle (sb) tågesnak

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42 section I hope to pass on many techniques that should help you when using one ormore of them.

Remember, visual stimuli are very powerful communication tools and can oftenconvey meaning when words find it difficult. Secondly, when using this media theaudience’s attention and eyes are diverted from you to the visual aid, as a result itenables you to relax a little. A warning however, they must be used properly; toomany presenters use them incorrectly with the consequence of spoiling the qualityof their presentation.

Types of equipment

Following is a list of the more commontypes, which is by no means exhaustive.However, the techniques to bediscussed can be applied to most if notall.

• whiteboard• flip chart• models or samples• DVD or video• overhead projector• computer based programmes,

e. g. PowerPoint• interactive whiteboard

Whiteboard - this and the chalkboard are perhaps the most difficult pieces ofequipment to use properly. During use, you have to turn your back to the audience.The secret is to do this as little as possible; similarly, the tendency to ‘talk to theboard’ is very strong, so use a pointer to identify points as you speak facing theaudience.

It is a very useful medium for building up a ‘story’ either in text or illustrations.The ability to be able to use coloured pens/chalk makes it a very versatile piece ofequipment. Similarly, if you make a mistake it is easily rectified. However, makesure anything you do on the board is neat and big enough for all to see.

Flip chart - a pad of paper usually A2 size held on a special easel. The sheets ofpaper can be ‘flipped over’ revealing the sheet behind. With the use of coloured felt

exhaustive (adj) udtømmendeversatile (adj) alsidigrectify (vb) udbedreeasel (sb) staffeli

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43tip pens they are very good for building up or recording ideas as the presentationprogresses. Information can also be pre-prepared on the sheets and uncovered asrequired during the presentation.

Sheets of flip chart paper are useful for group work or workshop sessions. It enableswork to be recorded for display and explanation sessions to follow.

Models or samples - realistic models or samples are wonderful aids as they are(or should be) a true reflection of the item in question but, they must be big enoughfor all to see clearly. In smaller presentations the ability for the audience to feeland touch, as well as see them, enhances understanding. Built-up models on theother hand, enable important points to be made very clearly and simply. Samples,by definition, are excellent as they are the real thing, or part of it.

DVD or Video - provide realistic visual messages and can be used to great effectin situations where verbal and visual means cannot get the message across verysatisfactorily. A classic example of what I mean by this is the teaching of surgicalskills in teaching hospitals and pathology laboratories, in short, dangerous, delicateor difficult to see operations, etc.

Overhead projector (OHP) - most importantly this piece of equipment allowsyou to maintain eye contact with your audience. The only time you need to glance atthe screen is to ensure you have centred a new slide so that the information is onthe screen. To guide the audience’s eyes to what it is you wish them to concentrateon, use a pointer on the slide or blank out information until required.

Prepared beforehand, slides can also build up your presentation with the use ofoverlays (extra slides hinged with clear sticky tape that fold over when required).Interest can also be generated with the use of coloured marker pens. You can alsobuild up your presentation using pens as it is progressing.

PowerPoint - is a very versatile tool which, if used properly, can greatly enhanceyour presentation. As they must be prepared beforehand, you have no excuse ifthey are not perfect.

I do not intend discussing the software here, it is better if you ‘play around’ with itto familiarise yourself with what it can and cannot do. Instead, I will list someuseful tips when using it:

• use colours to distinguish different aspect of the information.• use the animation schemes with care, to build up your presentation.

surgical (adj) kirurgiskpathology (adj) patologidistinguish (vb) skelne, adskille

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44 • the use of sound effects to create atmosphere and emphasis.• material can be built up using the software, or pre-prepared material can be

pasted on.• be careful not to make them too ‘gimmicky’, sharp, clean, simple shows are

best.• do not put all your information on screen for your audience to read unless it is

an important message that is better for them to read and digest. In which case,do not speak, move to the side and allow them time to read it thoroughly.Finally check to see if there are any questions before moving on.

• avoid using flickering or flashing objects or cartoon characters unless they addto the message and are suitable.

Interactive whiteboard – an electronic version of the standard whiteboard thatconnects to a computer and/or projector. It can be used to:

• operate software that is on a connected computer, including web browsers.• display information on the desktop of a connected computer.• operate a connected computer from the touch sensitive whiteboard screen.• with the use of dry markers, can be used like a standard whiteboard.• download information on the whiteboard screen to a connected computer.• show DVDs and videos using a connected projector.• an interactive, two-way communication system between the presenter and the

audience.

Remember - especially when using the OHP and computer presentations, it isbad practise to put all your information on the screen and then proceed to read it toyour audience. Not only is it bad practice, it is insulting, for you are tempting youraudience to read whilst you are speaking at the same time. People, no matter howclever they are, can concentrate on two things simultaneously. If you decide to dothis, invite your audience, and give them the time, to read your message thoroughlywithout interruption or, alternatively, give them a hand-out containing all theinformation and leave them to it.

Tips for using aids

• they must be appropriate and add to the content of your presentation.• ensure everyone has a clear view and can see them clearly.• when using text, make sure it is big enough for all to be able to read with ease.• stand well away from the screen/board so that all can see clearly.• never talk to the screen/board, keep your eyes on the audience.

gimmicky (adj) fuld af smartepåfund, smartegimmicks

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45• remember aids are a support mechanism for your presentation not a replacementfor it.

• face your audience at all times and make eye contact with them.

So, there you have it. The best way to become a successful presenter however, is toget up and do it – practice makes perfect – Good Luck.

above everything else:

be professional in all you do.

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46 Exercise

Prepare a short talk of approximately 5 minutes on a topic that youare familiar with, know a lot about and are happy with (theimportance of the exercise is the preparation and delivery of thepresentation, not the time spent on researching your material), forexample; a hobby, your last holiday, special occasion, etc. Build intoyour talk a visual element (the choice is yours; the contents of yourtalk should help you).

1. plan it with an introduction, content, conclusion. Indicate wherebreaks amd where visual aids will be used. Produce cue cardswith key words only.

2. practise your talk in front of a long length mirror, watching carefullyfor bad mannerisms and any annoying gestures, etc.

3. give your talk again in front of a friend or friends and getthemto video your presentation. Once complete, review and analyseyour performance with them.

4. based off your review, you will have an idea of what you need todo to improve your presentation technique.

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47The LetterLetterhead

Letter balanceFully blocked

Open punctuationLetter layoutSample letter

Exercise

Whilst the computer offers us alternative methods of communicating, thetraditional letter is still a very important tool in our armoury; its main advantagebeing its permanency; providing a ready made record for filing and future reference.Many businesses still insist on letters via the postal service as a means to confirm:the business undertaken, the meeting of legal obligations, dismissal and provingauthenticity via a signature. Electronic communications, on the other hand, unlessprinted immediately, can often be lost. Similarly, being on computer means theycan be ‘changed’, or ‘altered’ making them less reliable should the need arise.

The letter is still a one-way communicationmethod, the recipientbeing unable to seekimmediate clarificationor further information.Their content, therefore,must be well thoughtout, lucid and complete,the author must alsoattempt to anticipate

armoury (sb) arsenalpermanency (sb) permanent tilstandobligation (sb) forpligtelsedismissal (sb) afskedigelseauthenticity (sb) autenticitet, ægthedlucid (adj) tydelig, klar

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48 possible questions the reader may have and include solutions. This, together withlong delivery times are the letter’s biggest draw-back. Today’s technology, however,can help overcome some problems, the telephone and e-mail offering the immediacyand support formerly missing.

As discussed in a previous chapter; conventions, styles and systems change withtime. Whilst the letter is ‘old’ technology, it has nevertheless undergone manychanges, changes that have brought it up-to-date with computer technology. It isthese changes that we will now go on to examine.

Letterhead

Businesses usually have their stationery pre-printed with their name, address,contact details, references, date, etc; in some cases logos and slogans are alsoincluded. There are no rules governing the design or where the printed informationis to be located, it is for the individual company to decide how they want theirletterhead to appear. Old established and more traditional companies will tend tohave their letterhead information arranged at the top of the paper. More avant-garde - art & design, pop culture - companies, for example, will often demonstratetheir break with tradition by using the sides or base of the paper. In many cases,contact information is placed at the bottom of the sheet. In short anything (well,almost anything) goes.

Letter balance

As stated earlier, nothing is worse than an untidy letter; it reduces the chance of itbeing read and creates what could be the wrong impression in the reader. Withtoday’s technology there is absolutely no reason for a badly laid-out letter, theequipment does most of it for us, if it is set-up properly. The only thing left tochance is the balance, where we put the typed (or written) information on thepaper. This should be spaced so as to give it balance, i.e. not all bunched up at thetop leaving a large blank space at the bottom of the paper, for example.

Fully blocked

The computer has had a big impact on letter lay-out. The fully blocked style is nowseen as the standard. This style recognises the computer’s ability to automaticallyreturn to the left hand margin. To put it at its simplest, all entries on the paper

immediacy (sb) umiddelbarhed,aktualitet

i.e. (id est – that is) d.v.s. (det vil sige)

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49commence from the left handmargin, thus forming a verticalline down the page. The practiceof indenting the first line of aparagraph is now a thing of thepast; instead they are nowseparated by a space, asillustrated in the sketch opposite.

Open punctuation

An integral part of theappearance of the letter is the useof an ‘open’ punctuation system.Gone are the days whenpunctuation was used throughoutthe whole of the letter. In an opensystem all punctuation outsidethe body of the letter is omitted,it is only used in the body of theletter itself.

Punctuation is a vital element ofwritten information; its use takes the place of the natural pauses, emphasis, stress,etc, common in everyday speech. It is the only way we have to give meaning to thetext. Because of this, correct punctuation in the body of the text is an essential pre-requisite.

We now have our first two major changes: the fully blocked style and openpunctuation. It is these, together with the computer’s ability to automaticallyreturn to the left hand margin, that enable letters to be typed much more quickly,thereby increasing productivity.

Letter layout

A typical letter layout is shown on the next page. The numbered items in the lefthand column give the technical terms for the various parts; which in turn are thenexplained on the pages that follow:

essential absolutpre-requisite forudsætning

everything aligned off left margin

V

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50 Sample letter

Your Ref: HS/tl abe1Our Ref: MP/cp bl1Date: 4 March 2006

Ms. Hazel SmithMars Import & Export Co, Ltd.12 - 30 Mercury WaySaturn ST2 6RNScotland

Dear Ms Smith

Ref.: Exhibition accommodation – Expo 2007

Whether your letter is: a) starting an action; b) responding to an action or; c) continuingonto the next stage in a sequence or an exchange of letters; the purpose of theopening paragraph is to indicate in clear terms what the letter is about. To achievethis it should contain the following:

1. acknowledge the receipt, date and subject of any received correspondence,2. state the reason for the letter in a clear logical way.3. give names, dates, locations and other data thal will put letter into context.

The middle paragraph(s) is where the main information of the letter is placed. Thisshould contain all the details, arguments, explanations, etc., laid out in a clear, briefand logical manner. Should there be more than one idea or topic to be discussed; anew paragraph should be used for each.

The final paragraph closes the letter by: a) summarising the main points, b) statingwhat information or action is required from the recipient, c) provide the informationfor the opening paragraph of a reply.

Yours sincerely

Michael Pierce (Mr)Marketing Manager

enc. Exhibition packc.c. A. Jones

101 Dalmatian DriveMidtown MT1 2SEEngland

1

2

3

4

5

6

7

8

9

10

11

12

Tel: +44 (0)1234 567890 Fax: +44 (0)1234 056789 sales@cuddlytoy.co.uk w.w.w.cuddlytoy.co.uk

CuddlyToyCo Ltd

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511. Address and contact details - it is essential that the company name, addressand contact details are clearly visible. Often telephone, fax, e-mail, website detailswill be along the bottom of the paper. Whatever happens they must not be forgotten.

Other information often included is the company logo and slogan. Where companiesare registered there is a legal requirement to include other information e.g. headoffice address; a check with the appropriate authorities will identify them.

2. References - each letter carries two reference entries; a sender’s reference(Our Ref.:) and a receiver’s reference (Your Ref.:). These are essential especially incases where many letters could make up the total correspondence. They are likewiseused to enable the correspondence to be filed in an easy and organised way.

Both are usually made up of the following:1. the letter writer’s initials2. the typist’s initials3. a coded file reference

The first and second parts are separated by a solidus (forward slash), whilst thethird part follows a space, e.g. MP/cp bc1

3. Date - use only the day – month – year format, spelling the month out in full,e.g. 22 March 200-. For a fuller explanation please refer to page 24 in the Conventionschapter.

4. The recipient - letters may be addressed to: (always use an exact copy of therecipient’s address, if known).

entire organisations: CuddlyToy Co Ltd

departments: Marketing DepartmentCuddlyToy Co Ltd

official position: Assistant Director of OperationsMarketing DepartmentCuddlyToy Co Ltd

or to a named person: Michael Pierce FICA BSc*Assistant Director of OperationsMarketing DepartmentCuddlyToy Co Ltd

* no full stops or comas after initials or qualifications – FICA (Fellow of the Instituteof Charted Accountants) & BSc (Bachelor of Science)

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52 The full postal address will follow directly beneath:

street/road 101 Dalmatian Drivetown/city + post code Midtown MT1 2SEcounty Ambleshirecountry England

5. Salutation - conventions exist to followcertain salutations with particularcomplimentary closes depending upon theformality/informality of the letter. Insituations where the writing parties areunknown to each other and a title is used,the following formal styles usually apply:

Dear SirDear Madam Yours faithfullyDear Sirs

In other formal situations where the partiesare known to each other, but may not havemet and surnames are used, a less formalclosing applies:

Dear Mr SmithDear Miss JonesDear Mrs Rolf Yours sincerelyDear Ms WilliamsDear Dr Jenkins

In informal situations where the parties are known to each other, use the following:

Dear Michael Sincerely,Dear Christina Kind regards or

Best wishes, etc.*

6. Subject heading - the subject heading is a very important part of the letter. Itsummarises the theme of the letter so that the receiver is able to tell at a glancewhat it is about as well as, hopefully, creating interest. It is also useful as an aidfor mail sorting and filing. Three forms are current:

* the correct informal closings are either ‘kind regards’ or ‘best wishes’. It has becomecommon practice to use best regards, which is both incorrect and bad practice.

- HOWDY PARD - HOW

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53Re: (Reference), a brief indication of what you arereferring to.

Con: (Concerning), a brief indication of the contentsof the letter.

Att: (Attention), the name of the person to whomthe letter is addressed.

It is now common practice to omit the abbreviated introduction and to just type themessage in bold text with capitalised first letters.

7. Body of the letter -

opening paragraph puts the letter into contextmiddle paragraph(s) develops and adds details to the

contents of the letter (one paragraph,one idea/theme)

closing paragraph brings the contents together andstates the action required

For a more detailed explanation of the contents of each paragraph, please refer tothe paragraphs themselves on the sample letter layout on page 50.

8. Complimentary close - the complimentary closures shown in item 5 on theprevious page are the traditional ways which still apply to the business letter.However, the e-mail has relaxed and even swept away many of the conventions wehold. Currently there are no conventions attached to the ‘new technologies’, it is an‘open market’. In fact, if you were to examine the e-mails you receive, you will finda vast range of salutations and closings (not to mention language, lay-out, etc.).

It is generally accepted however, that e-mails are less formal and as such shouldadopt a more informal approach, for example: ‘Dear’, ‘Hi’ or the person’s first nameto open and ‘regards’ or simply your name to close - see page 72.

9. Signature - the complimentary close is followed by a space large enough for thesignature of the author or his/her representative.

10. Author’s full name and title - to assist the recipient when replying, a typescriptentry of the author’s full name (essential as many signatures are illegible) and hisor her job title or designation is typed underneath. It is also very useful to includeMr, Mrs, Ms or Miss, after the name, especially if it is going overseas, as it is canbe difficult sometimes to determine the sex of the author from the name alone.

illegible (adj) ulæselig

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54 The marital status of a woman can cause problems as well, which of the threedesignations shall you use? ‘Miss’ is for an unmarried woman, ‘Mrs’ for a marriedwoman. Where the status is unknown ‘Ms’ is used. For many people, the threedesignations for a woman is sexist and as a consequence many are adopting ‘Ms’regardless of their status. So, if in doubt, or unless clearly stated, you are advisedto use the ‘Ms’ designation.

Where a letter is signed on behalf of the author, by a secretary for example, it isusual to have the letters ‘pp’ (per pro) written before the substitute’s signature todenote it has been signed on behalf of the author. The author’s name is then typedfirst, followed by p.p. followed by the typed name of the substitute, e.g. (author’sname) pp (substitute’s name).

11. Enclosures, copies, etc - if there are to be enclosures, it is important thatboth the secretary and the recipient are aware of it. In the first case to ensure thesecretary includes them and in the other, to inform the recipient that they shouldbe with the letter. Similarly, copies to other people should be indicated for thesame reason.

12. Contact details - alternative position for telephone and fax numbers, e-mailand web addresses. Many companies also use this space for their registered officeaddress and bank details.

per pro per prokura, for(per procurationem)denote (vb) betegne

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55Exercise

Following is a letter from the Eidelwise Business College in responseto an enquiry from Mr Andrew Jenkins. It is without any formatting,punctuation, capital letters or paragraphs. Re-write it putting it intoa letter format, properly punctuated, capitalised and paragraphed.

NB. As it is a reply to an enquiry it will be typed onto letter headedpaper. It starts therefore, with the name and address of the enquirer.

mr a jenkins danmarksgade 9 1234 sundby denmark 28 march 2006dear mr jensen ref diploma in business management i thank you foryour enquiry 22 march 2006 and have pleasure in providing thefollowing in reply the course you have expressed an interest in is aone year full time course starting in september annually withexaminations the following june for further information i haveenclosed a course leaflet which explains the course contentexaminations and entry requirements more fully there is no closingdate for applications however i must point out that the course isalways heavily oversubscribed for this reason we recommend earlyapplications the academy has its own residential accommodationfor course members based at the hotel itself three options are availablefull descriptions of which are provided in the enclosed prospectusplease refer to page 4 special rates for accommodation where requiredare included in the course fees please refer to page 6 of the academyprospectus for further information on our all inclusive rates you canalso find a brief history of the academy and information on eidelwiseand the surrounding area in the enclosed prospectus i hope thissatisfactorily answers your enquiry however should you requirefurther information please do not hesitate in contacting me againyours sincerely c rolf ms admissions tutor enc course leaflet academyprospectus

A specimen answer for the above exercise is to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

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56

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57The Memo (Memorandum)TypesStyle

FormatContent

Sample memoExercise

Effective communication within a company is essential if that company is tooperate efficiently. Communications operate vertically; from management to

workforce, horizontally acrossdepartments, sections, etc. anddiagonally (functionally), a mixtureof the former two. Whilst effectivecommunications are an integral partof the organisation’s efficiency, greatcare must be taken to ensure thatthe flow of information does notbecome too great as to bemeaningless.

Originally the memorandum wasthe most common form ofcommunication within anorganisation and is often shortenedto ‘memo’ (plural memoranda).Literally translated memorandummeans, ‘a note to help the memory’.

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58 This definition emphasises the brevity often associated with them and focuses ontheir supportive nature. However, their most important function is to provide awritten record for retention, future reference and circulation of previous discussions,conversations, telephone calls, meetings, informal communications, etc. It istherefore essential that their contents accurately record the information in anunambiguous, clear and fair way, especially when they quote third parties.

Their use, however, has declined rapidly over the past few years due to the increasinguse of the internal e-mail system (intranet). They are nevertheless still a valid toolwithin the organisation and in many ways the e-mail is a memo system using acomputer screen instead of paper. The memo’s main redeeming feature, however,is its permanence; they cannot be altered and are easily filed for future reference.

Types

The memo is an extremely useful channel of communication and can be employedfor many purposes, for example:

• unsolicited suggestions• instructions, requirements, advice• requests, help, co-operation• confirmation, acknowledgement• seek information, confirmation or advice• clarify, explain, introduce• amendments, modifications• brief or inform via copies

From the above list, it can be seen that memos can also take many forms, forexample: to inform, direct, request, motivate, suggest, confide. This together withthe relationship between the sender and receiver will determine the level oflanguage and formality, as we will now go on to examine.

Style

As with the letter there is no set style. Styles vary enormously from clean, crisp,type written memos employing formal language, to hasty hand written messageson a scrap of paper or memo pad between colleagues. Generally, style will bedetermined by one of several factors:

brevity (sb) korthed confirmation (sb) bekræftelseretention (vb) opbevaring acknowledgement (sb) anerkendelseunambiguous (adj) utvetydig amendment (sb) forbedring, rettelsevalid (adj) brugt modification (sb) modificering,redeeming (vb) forsonende ændringunsolicited (adj) uopfordret brief (vb) orientererequirement (sb) krav, behov crisp (adj) kort og klar

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591. the organisation - larger organisations will demand a ‘house’ (corporate) style.Very often pre-printed memo pads will be the standard format for allcommunications.2. status - personal position-relationship, for example: the director may use aformal typed style, whereas between colleagues informal, hand written styles maybe the norm.3. context - the language used will vary, e.g. a crisis to a congratulation, or areprimand to a routine order.4. nature - is the message passing on facts, information, congratulations, or is itpersuasive, soliciting, requiring, etc.5. urgency - crisis, re-stocking order, need for liaison or co-operation, instruction,etc.

Depending upon the situation, the grammar and language used will also vary.Naturally the relationship between sender and recipient will determine the levelof formality, but because of their internal nature, the other factors are:

• syntax: very correct, to a form of shorthand.• vocabulary: complex technical or specialist to general formal or informal.• nuance: words used to convey more than their literal meaning, for example:

1. the situation is fraught with danger. (a gentle way of saying –‘highly charged’)

2. the situation is at a delicate stage. (‘an understatement’ - agentle way of indicating seriousness)

Sender-Recipient Relationship will also have an effect on the type of language, forexample:

• management to the workforce and vice versa: business like.• fellow specialist: a form of shorthand using technical-specialist jargon.• peer group: between colleagues where almost anything goes.

Format

Conventions have generated a standard format. In general it must be rememberedthat, as an organisation gets bigger a fuller format is usually adopted. Smallerorganisations use fewer and simpler spaces to be filled.

reprimand (sb) reprimande shorthand (sb) forkortet form,persuasive (adj) overbevisende stenografisolicit (vb) anmode om, nuance (sb) afskygning, nuance

opfordre til literal (adj) bogstaveligliaison (sb) kontaktsyntax (sb) syntaks,

sætningslære

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60 Top: company name etc. used by organisations that havemulti-site operations.

Title: ‘Memorandum’ large letters at the top.To: for recipient’s name.From: for writer’s name.Subject: brief indication of the memo’s theme.Date: entered in the day - month - year format.Reference: may be included for filing purposes.Body of memo: in the following format:

1. first paragraph2. middle paragraph(s)3. last paragraph – (for example see page 61)

Copies: name(s) of those who are to receive a copy.Attachments: to indicate any accompanying material.

Content

Generally the content of a memo will follow the same format as that of the letter.The sample memo on the opposite page gives an indication of the paragraphcontents of more formal style memos.

multi-site flere adresser

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61Sample memo

internal memorandumTo: Date:

From: Ref.:

Subject:

first paragragh - (a) put the message into context, is it referringto a past, present or future event? (b) identify the relatedcomponents – people, places, events, time (c) describe thecircumstances or background, the who, why, what, where,when? etc.

middle paragragh(s) - the details, arguments, explanations, etc,laid out in a clear, brief and logical manner. Should there be morethan one idea or topic, use a new paragraph for each.

last paragragh - clear identification of the action required orrequested of the recipient, indication of time scale, completiondate required, etc.

Cc.:

Enc.:

CuddlyToyCo Ltd

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62 Exercise

The company you work for is in the process of implementing an internalinstant messaging system. However, there are two problems thatthe company wish to address prior to its introduction:

1. a proper staff development programme to induct staff intocompany policy for its use.

2. guide lines to prevent the standards used in social messagingbeing used in-house.

As the personnel manager you have been asked to prepare theprogramme, which you have done. Now you need to write a memo toall staff inviting them to partake in the induction programme. As itis a large company, you will need to arrange several workshops,indicating dates, times, place, etc, plus participants.

The following departments will be involved:General office.Finance dept.Packing & dispatch.Production 1.Production 2.

A specimen answer for the above exercise is to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

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63The Fax (Facsimile)Advantages

The e-faxAdded advantages

Sender’s contact informationSample fax

Exercise

Tele faxing (to give it its proper name, is a method of sending hard copy text orgraphic data by feeding the document(s) through a fax machine at the senders end,transmitting that data via a standard telephone line to be printed out by a similarmachine at the receivers end. The received copy is seldom an exact copy (layout) ofthe original, rather it is a facsimile, hence the name of the system, which is generally

shortened to ‘fax’, the name by whichit is now commonly known.

To many people, the fax as atransmission system has all butdied out, being superseded to a largeextent by e-mail. The fax machinehowever, is still very much inevidence in places where thetransmission of hard copyinformation takes place. The beautyof this medium is that it cantransmit any form of messageproduced by any type of equipmentas long as it is in hard copy, e.g.

supersede (vb) afløse

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64 handwritten, typewritten, computer generated, photographs, drawings, handsketches, etc.

Advantages

As a transmitter of hard copy, it has many very strong advantages over itscompetitors, not least of these are:

• tamper proof, the receiver gets a hard copy of what the sender transmits.• security, especially in the legal profession where documents are to be signed,

for example.• signed confirmation of orders, instruction, etc. to avoid bogus claims or

misunderstandings from previous telephone conversations.• quickly jotted notes or sketches are easily transmitted. Useful in situations

where work is progressing away from head office and a quick response to aproblem or question is required.

• there are places in the world that still cannot be connected electronicallywithout great expense.

The e-fax

Today fax transmission has advanced, computers are able to link together directlyvia fax modems to do the same job. The ‘electronic fax’ or ‘e-fax’ transmits datafrom the computer hard drive. Hard copy can also be transmitted via this systembut first it must be scanned into the sender’s computer in order to do it. Thereceiver is then able to save the received transmission to hard disc.

Added advantages

This now gives us the best of both worlds; the convenience of transmitting computerbased and hard copy information, together with the ability to download it to harddisc and thus extend its versatility by:

• enabling it to be read on screen thus saving printing costs.• being easily copied to hard disc for further work and onward transmission.

Whilst the popularity of the fax has diminished, it is still a very useful piece ofequipment, as outlined above, and as a result it is included here. So let us look at

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65some of the ‘musts’ when using this medium. Generally speaking a fax layout is intwo parts:

1. the contents page and2. the front page or cover.

Like most communication systems the type of information (content) beingtransmitted is many and varied and subject to different levels of formality. Aswith the letter, the conventions discussed previously will apply. With this in mindI will therefore concentrate on 2 - the cover page.

It is not normal for individuals in a company to have their own fax machine, thereis usually one shared by many. For this reason, and whilst it is not necessary, it isa good idea to use a pre-printed front page, for if they are designed and set upproperly they will quickly and clearly indicate to whom the fax is intended. Similarlyit will also make it easier to separate faxes in the out tray of the machine andlastly, a well designed front cover will enhance your company’s image and reinforceits identity.

Like other pre-printed stationery, the design is very much individual, there is nostandard, they must, however, contain the following basic information, (see exampleon page 67).

Sender’s contact information

At the top, the name of the company, or individual, together with a logo if there isone; the full address, telephone and fax numbers. Web* and e-mail addresses, willusually be included:

to - under the title section to the right, a column with spaces for the recipient’s:• name – to direct it to the correct person. If it is a large company, it could be

useful to include the recipient’s job title or department,• company name – to ensure it has been delivered to the correct address,• fax number – for onward transmission if at the wrong location.

from - under the title section to the left, a column with spaces for the sender’s:• name – to identify the author of the fax,• fax number – especially if it is different to the main company number,• telephone number – to enable the recipient to make quick and easy contact

for clarification of data, missing pages, etc.

pre-printed (adj) fortrykt clarification (sb) afklaring

* a web address is useful for it enables the recipient to ‘surf’ the company’s site fordetails that might help progress the communication or fill in gaps of knowledge.Secondly the sender can refer to it (or parts of it) to support the message and therebysave having to include it in the fax itself.

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66 date line - for the date and if necessary the time. When a fax is transmitted thedate and time is automatically printed onto the received printed copy via therecipient’s machine. But, as you cannot guarantee that the date and time on thereceiver’s machine are correct it will be necessary, if it is important, to includethem on your copy.

subject line - gives a short description of the message contents. To assist therecipient this should accurately reflect the contents of the message.

number of pages - transmitted including front cover. As pages can disappear intothe ether, it is essential you give the total number of pages being sent so that therecipient can easily check to see if it is a complete transmission. It is usual toinclude the front cover in the total number of pages.

the message box - a boxed section below the title box for the message which can betyped, handwritten, sketched, etc. Space is usually limited so it is intended forshort messages. Where many pages are to be transmitted, they are simply attachedto the front cover with a short message of greeting, explanation, etc in the messagebox.

As fax machines scan documents and transmit them to be re-printed by a secondfax machine, the sender must ensure the original text or graphics have good contrastand are clear, preferably using black ink, otherwise poor results could make thereceived copy difficult to read.

Depending upon the organisation, there may be a need for additional information,for example: ‘copies to’ and ‘attachments boxes’. In very large multi-site corporationsthe fax system could be used as a form of memo and for this reason tick boxesindicating: ‘important’ – ‘for information’ – ‘for comment’ – ‘please reply’ –‘confirmation’, etc, under the subject line are a useful feature.BETA

67Sample fax

To: From:Company: Fax:Fax: Tel:No. pages: Date:Subject:

Facsimile

Message:

Short messages in this section should follow the same format asthat of the memo (see page 61).

Alternatively this space should hold relevant information on thedocument(s) attached to this cover page.

Remember; the main feature of fax equipment is that it can transmitany form of communication that can be put on paper, e.g. writing,sketches, pasted copy, etc.

Cc.:Enc.:

tel.: + 44 (0)1234 567890 fax.: + 44 (0)1234 056789 sales@cuddlytoy.co.uk

101 Dalmatian DriveMidtown MT1 2SEEngland

CuddlyToyCo Ltd

ToCompanyFax NoNo. PagesSubject

FromFax NoTel NoDate

important information please reply confirmation

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68 Exercise

As the purchasing manager of the company you work for, you havebeen asked to make an emergency telephone call to one of yoursuppliers to check for availability and emergency delivery of somematerials to complete an important contract. The supplier confirmsthat they have the materials you need, but is unwilling to freightthem without written confirmation and an order number.

Design and prepare a fax template and a suitable fax message ofconfirmation stating your requirements, delivery details, ordernumber, etc. Use your imagination and make up names, addresses,materials required, etc.

A specimen answer for the above exercise is to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

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69The E-mailAdvantages

DisadvantagesDate & timeAddress box

Attached files/documentsE-mail format

Further optionsRememberExercises

It is in this arena that thecomputer has come into its own;the e-mail is a strange beast inso far as it emulates the memoand letter but can also act as aconversational channel. It has,however, become one of the mostfrequently used communicationsystems and as such, has bothadvantages and disadvantagesover its more traditionalcounterparts; they are:

Advantages

• speed: almost instantaneous regardless of distance and time zone.• not subject to the delays normally associated with the postal service.• cheaper than other methods available.• avoids roaming charges on mobile telephone calls.

emulate (vb) efterlignecounterpart (sb) sidestykke

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70 Disadvantages

• e-mail systems do not ensure confidentiality.• messages can easily be forwarded without your knowledge.• cannot give the immediacy of telephone conversations.

Although we often associate e-mailing as a free service, there are charges thathave to be taken into account. The host provider service for example, is a recurringannual charge. Similarly there are the charges associated with the necessaryInternet connection. So whilst e-mailing is cheap it is by no means free.

It is in the psyche to expect instant contact when e-mailing, the lack of immediacy,therefore, can be frustrating when replies take a long time. For this reason when e-mailing we need to remember to check for time zone differences, public holidaysand business hours (do not forget the ‘siesta’ taken in Latin countries). Naturallyif any of these apply, a response to your communication will not be immediatelyforthcoming. The watch word here is ‘patience’, do not send reminders, or follow-upmessages without a suitable time delay as they could easily offend. Similarly, theperceived immediacy of this system means that you should always check your e-mail at least once a day. If you are unable to do so, your system should beprogrammed to automatically reply to senders informing them of your absence andwhen you will return. This last point is vital in a business situation, for lack of aquick response could lose you business.

As a relatively new system, the usual etiquette (as is common with conventionalletters) has not been formalised. It is essential therefore to avoid situations whereconfusion or ambiguity could result. For this reason we can look at some generalpractices that will help avoid misunderstandings or offence, for example the differentconventions that exist across the world regarding date, time, codes and signs. Forfuller explanations of these, refer to the page number following each.

date: spell out the month by name not number, that way it matters not whetheryou put the day before or after the month, e.g.

30 January 2007 or January 30 2007 - (see page 24).

time: as many cultures do not understand ‘am’ & ‘pm’, always use the 24 hour clocksystem without a space or punctuation mark between the hours and minutes, e.g.

0705 = 5 minutes past 7 in the morning1905 = 5 minutes past 7 in the evening. - (see page 25).

confidentiality (sb) fortrolighed ambiguity (sb) dobbelttydighedimmediacy (sb) umiddelbarhed am (anti meridian) om formiddagenperceive (vb) opfatte, – 00.00 - 12.00

som man kan se pm (post meridian) om eftermiddagenetiquette (sb) takt og tone, – 12.00 - 00.00

etikette

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71telephone: list complete numbers including international code(s). The use of ‘+’ inplace of ‘00’ is common practice; e.g. tel No + 44 (0)1234 56789

+ - international code44 - country code(0)1234 - area code567890 - personal number - (see page 25).

e-mail and web sites: give the full address codes for e-mail and web sites. It isbecoming standard practise to omit the ‘www’ in web addresses, the rest however,is essential - (see page 25).

currency: use the accepted currency signs of the country in question, if you are notsure what they are, check the Internet or ask your bank - (see page 26).

Date and time

It is always a good idea to type the date on your e-mails. If you forget however, yourcomputer, if set up correctly, will automatically record the correct date and time ofyour transmissions in both yours and the recipient’s mail box.

Address box

When the recipient opens his/her mail box they will be informed of any new messages.As there are many hoax messages and messages containing viruses, complete theaddress box so that there is no ambiguity as to the sender or message. Failure todo this could lead to your e-mail being deleted without being opened.

Attached files/documents

With today’s frequent viral attacks, many people are wary of opening attachedfiles or documents. To avoid this problem, and wherever possible, write all theinformation in the message box itself. If this is not possible, briefly and clearlyindicate in the box the importance and content of the attached information.

E-mailing is often perceived as an informal mode of communication, a perceptionthat can lull us into being too impersonal, relaxed and friendly, we need to becareful and wary. Take care with humour and innuendo especially in international

hoax (sb) junkmailviral (adj) viruswary (adj) varsominnuendo (sb) hentydning

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72 e-mails; it is so easy to cause offence. In similar manner, it is essential to use thee-mail in the same way you would use other more traditional forms ofcommunication. For example be wary of using slang, cliché, jargon and abbreviatedlanguage, ‘u’ for ‘you’ etc, (as associated with the SMS). It is, however, acceptable touse the shortened form, e.g. I’ll, we’ll, can’t, isn’t, etc.

A good system is to write your letter on word processing software, it is usuallyquicker and enables you to edit your letter and take advantage of the in-builtcomputer spell and grammar check facilities (take great care, they are not alwayscorrect, especially the grammar check). Once complete, paste your letter into themessage box, check the format and send it.

Following are examples of two e-mails covering the same topic, demonstrating thetype of formality and language that is normally acceptable between businessassociates with different relationships:

1. business associates that are well known to each other and on first name terms.

Hi Tim

I’m now able to confirm the arrangements we discussed - meet youroffice as arranged - Tues. 23 at 1100.

Regards - Felicity

and 2. business associates whose relationship is still at a formalised stage.

Dear Ms. Smith

With regard to our discussion concerning suitable dates for a planningmeeting, I’m pleased to be able to confirm that Tuesday 23 Sept at1100 will be most suitable. As arranged we’ll meet at your office - 21New Brook Road - I‘ll also bring the required paperwork with me.

Kind regards - John Brown

Note...... as with letters and faxes, it is always a good idea to include importantdetails (in the above examples, date, time, place) as a double check system as itconfirms them and allows the receiver time to correct any mistakes.

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73E-mail format

Following is a typical e-mail message box as it will appear on your computerscreen together with an explanation of some of the more important features:

1. To - e-mail address(es) of the recipient(s). Use a semi colon to separate eachaddress.2. Cc - e-mail address(es) of those you wish to send a copy of the message.3. Bcc - e-mail address(es) of those who are to receive a secret copy (their e-mailaddress(es) will not be seen by the others).4. Subject - an important box that should give a brief but clear indication of whatthe e-mail is all about. The increase in viral attacks has made many wary, so takecare with this aspect to ensure your e-mail is not deleted without being read.5. Attachments - if you have to attach files or documents, they will show againstthis heading. When attaching files give them names that clearly indicate theirrelevance to the message, this will also help reduce suspicion and automaticdeletion.

deletion (sb) sletning

12345

6

vv

v

v

v

v

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74 6. Message box - this is a continually expanding box you use to place your message(written, graphic or picture). It is always best to use this rather than attach files,but take care, keep your message as short as possible, long e-mails, especiallywhen scrolling is required, tend not to be read, unless they are expected or containknown essential information.

Further options

The buttons immediately above the message box enable you to format your text,e.g: font, size, colour, bold, italic, underline, alignment, bullets, etc. As they arevery similar to those used in standard word processing software, there is no needfor me to say any more.

At the top of the template are other important features which in most cases areself explanatory, however, I would like spend a few moments on the one labelled‘options’. This button opens a box offering you 4 special features concerning themessage itself, they are:

importance - set from low, normal to high. A red exclamation mark appears atthe end of the subject line for high importance, a blue arrow pointing down for lowand nothing for normal. They also displayed in a yellow band at the top of the e-mail.sensitivity - set from normal, personal, private to confidential. A yellow band atthe top of the e-mail indicates the level.request a delivery receipt - when the e-mail has been delivered, the senderreceives a confirmation e-mail.request a read receipt - when the e-mail is opened by the receiver, the senderwill get a confirmation e-mail.

One other button worth mentioning is the one that automatically responds toreceived e-mails whilst you are away from your ‘desk’. This is activated by enteringanother ‘Options’ menu which is at the bottom of the left hand frame of your e-mailbox (the frame that includes the ‘inbox’, ‘sent items’, ‘deleted items’, etc,) - seegraphic on the opposite page. Clicking on this will open a series of choices includingthe ‘Out of Office Assistant’. Here you can programme your system to respond to e-mails automatically with the options given or by typing in your own. It is always agood idea to indicate when you will next be opening your e-mail, that way senderswill know when to expect a response. There are many other features worth exploringwhich you can do at your leisure, what I have mentioned are those I feel are of mostimportance in a business connection.

at your leisure når du harlejlighed til det

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75

Remember

Before I finish off this chapter there are some very important points to remember:

1. e-mails are very easily forwarded to others, be especially careful, do not writeanything you do not want others to see.2. check and double check your spelling, grammar and formatting. It is so easy tomake mistakes; they come across as unprofessional and worse, could lead to amisinterpretation of your message.3. be professional in all you do.

options button

write your automatic responsemessage in this box, eg:‘Sorry, away from my deskuntil Monday 23 - if urgentcontact Harry on 00 44 12345678900’

V

V

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76 Exercises

You are a hair stylist and have just returned from a successful visitto the International Hair Stylist Trade Exhibition. Whilst there, youwere introduced to a new styling tool - ‘The Curl ‘n Wurl’ - and wish tohave more details on it.

As it is new, you want to be the first in your area to have it but, it ismanufactured in Japan. You decide to e-mail the company expressingyour keen interest and to seek a contact name and telephone numberto enable you to discuss finer details.

1 Prepare an e-mail to the company:a. to introduce yourself and your interest in the product.b. asking for general and technical details of the product.c. seeking a contact name & telephone number.d. any other information you feel necessary or useful.

2. Acting as the company, write an e-mail in response, to include:a. answers to the questions posed.b. your web address (for the technical information).c. any other information you feel necessary or useful.

Your e-mails must include web address(es), telephone numbers,contact names and any other information you deem necessary (makeup whatever details are required e.g. company name, web address,etc.).

Specimen answers for the above exercises are to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

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77The SMS (Short Message Service)Short is beautiful

Inter connectivityProtocolsExercises

The SMS or text messagingsystem of communication wasdeveloped as an extra mobiletelephone service aimedoriginally at the businesscommunity. Initially itspotential was not evident andwas shunned by this sector,being seen as difficult, slow andcumbersome. In an unexpectedturn of events however, youngpeople took to this veryinexpensive means ofcommunicating and made ittheir own. It was also this sector that developed a new shorthand vocabulary tospeed up its use and take advantage of its limited message capacity.

So effective has been its use in the hands of young people, that businesses are nowadopting it to support their work. There are literally dozens of ways in whichcommerce and industry has and is adapting it for their use, for example:

shun (vb) ignorerecumbersome (adj) uhåndterligadapt (vb) tilpasse sig

- HOW R U? - GR8 U 2?

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78 • service industries - remind clients of their appointments,• to keep in contact with the office,• competition organisers - text answers,• ski resorts, etc - up-dates on weather conditions,• financial advisors - latest stock market information,• travellers - regular traffic up-dates,• advertisers - advertise sales or special offers,• ordering products and services for mobile phones,• together with web sites to book appointments - are just some examples.

The above is just a sample, almost everyday comes something new, especially withthe development of GPS (global positioning system) and Bluetooth technologies.In essence it is a simple, instantaneous, person-to-person messaging system whichis able to confirm its status (delivered or pending) as well as being able to store amessage for several days until the recipient’s phone is switched on and thenautomatically re-transmit it.

Short is beautiful

The focus of this means of communication is in the first letter of its name, ‘S’ =short. Although it is a very effective, efficient and inexpensive form ofcommunication, originally it could only transmit short messages. As the systembecame more accepted and relied upon in the commercial world, two factors neededto be addressed: the limited size of the message – approximately 160 characters (aspace also counts as a character) and its restricted connection method - mobilephone to mobile phone. However, as developments in the electronic world are sofast, being almost impossible to keep up with; mobile telephony in this respect isno exception, so it was not long before both problems were solved.

Inter connectivity

No longer is connectivity only between mobile telephones, we are now able to sendand receive text messages to and from mobile telephones via SMS gateways whichconnect mobile SMS services with:

• the world wide web (www),• desktop computers (special SMS software required),• e-mail systems,• land line telephones via speech synthesis.

speech synthesis (sb) talesyntese

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79In the business world this extended capacity has overcome the main problemsassociated with it. However, what has made it such a firm favourite is its mobilityand versatility.

Other developments with ‘Bluetooth’ technology is extending that versatility evenfurther, for example: Bluetooth’s limited range enables people to register withvarious organisations within a local area for regular SMS up-dates and informationon local road works, car parking space, what’s on at the theatre, etc. It is alsopossible to MMS* pictures, graphics and other visual media thereby extending thesystem’s versatility even further.

GPS together with Bluetooth are used widely by many companies, especially thoseinvolved in transport of whatever type. For example: public transport companiesare able, via GPS, to locate their fleet of busses so that they can advise passengersof waiting times, delays or other problems.

Today high quality digital cameras are a standard feature of mobile telephones.As such it extends their versatility even further. The ability to accurately recordvisual information and download it to a computer is a very useful tool.

Protocols

As with e-mailing the technology is so new that protocols and conventions attachedto its use are not there, it is up to the individual to use it as best they feel fit. Whatcan be said though, is the special shorthand commonly used by young people is notuniversally understood, or for that matter, appreciated. For this reason, in abusiness context it is best to use standard language, clipped where necessary tosave character space, for example:

(date & time) Hello (name) – you have a hair appointment on Thursday1 June at 1230 – regards – Sandra - (102 characters)

Brevity of message is important for another reason; mobile phone screens aresmall, by necessity therefore, short messages eliminate or reduce the need to scrollto read them.

Even with its smallness, SMS is here to stay. The technology it employs will onlydevelop and make it even more versatile and dependable.

versatility (sb) alsidighedprotocol (sb) etikettescroll (vb) scrolle

* MMS = multi media service

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80 Exercises

1. The ski resort where you work offers its members an SMS weatherup-date service on request. As a qualified meteorologist your job isto ensure the safety of the skiers by keeping a track on weatherconditions and giving SMS up-dates on request.

Prepare an SMS giving the weather for the day - to include:• temperature and snow conditions for lower and upper slopes.• a possible snow slip warning off-piste.• any other information you consider useful.

2. The theatre in your town has a very strong membership club called‘Showtime’, members of which receive special deals on events, etc.Extra special deals, in the form of last minute ticket sales, areadvertised to members via SMS at very low prices. These must bepurchased over the members’ forum corner of the web site via creditcard.

A TV ‘Musical Extravaganza’, being recorded for later transmission,still has tickets available. Prepare an SMS offering the tickets tomembers and to include:

• name of the event• price of the tickets and maximum purchase per person• how and when they can be obtained.

note.... the web site will indicate purchase by credit card and collectionof tickets from the booking office on the night.

Specimen answers for the above exercises are to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

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81The Instant Message ServiceWhat can we do with it?

DisadvantagesHow does it work?

Off-line contactProtocol and etiquette

Exercise

The instant messaging service is acomputer based communication systemthat allows for the instantaneouscommunication between one or moreparties simultaneously; as such it is asuperb system for commercial use. It isa very effective and rapid transmitter ofinformation, which in many respects isa cross between the telephone and thee-mail systems. In the former, as it isreal-time dialogue and the latter, as itis primarily a text based system.

It is not the intention here to discussthe system as a system; rather to showits potential as a general day-to-dayinternal communication system withina company situation. In this sense it

complements and to some extent replaces the memo, telephone and e-mail, withcertain provisos that will be highlighted later. A secondary, but potentially veryeffective use of the system, however, is in instances where organisations have staff

instantaneous (adj) øjeblikkeligparty (sb) partsimultaneously (adv) på samme tidproviso (sb) forbehold,

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82 with hearing or speech difficulties. Instant messaging opens up spontaneouscommunication to them without extra equipment or additional expense.

What can we do with it?

As it is an on-line system it lends itself superbly well to an office situation wherethe workforce, as a whole, use computers and are at their stations during theirworking day. As previously stated it is a real-time system that allows for:

one to one conversations - by simply clicking onto a contact’s name, a textconversation can take place in real time; there is no time limit or memory restriction.group conferencing - groups can be made using the system’s group facility. Oncemade, a conference between those in the group can take place simultaneously withall being able to share in the proceedings.video conferencing - with the aid of webcams, face-to-face video conversationsare possible with both individual and group conversations.VoIP* telephone - telephone conversations via the Internet are free; however,headsets with microphones are essential. As an alternative, microphones andspeakers can be used but they are not as efficient or as personal.transmission of images, graphics or pictures - files, documents, graphics, etc,can be attached or pasted onto the message page and ‘posted’; almost anything canbe transmitted.downloading and transmitting of documents - similarly received files,documents, graphics, etc, can be downloaded to hard disc for safe keeping, onwarddevelopment, information, etc.sending messages to mobile telephones - if you are away from the office, contactcan be made via text messaging (SMS) no matter where in the world you are.

Disadvantages

Mention was made earlier of certain provisos in its use, so now is probably a goodtime to look at some of them:

• it is NOT a secure system. Any personal, confidential, or controversial datashould therefore not be transmitted via this medium.

• it is necessary for a company to protect itself from potential misuse of thesystem by its staff.

• as with e-mailing, there is a high risk to computer security through theimportation of spy ware, Trojan horses, worms, viruses, etc.

* voice over internet protocol

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83• legally, companies are required to keep records of business dealings. An archiveand retrieval system must therefore be used.

How does it work?

Before you can use the system, you must register; to do this you need an I.D.,usually your name or initials. Once registered, you will receive a ‘contact list box’,which usually opens automatically whenever you log-on (it can be set to manual).You request names to be added to your contact lists box or others can ask to beattached. Once a name is on your list you are able to communicate with him/her. Itis from this box (contact list) you will also operate the whole system.

Whenever you log-on, the system checks to see if any of your contacts are alsologged-on, if they are, they willappear in your contact box under theon-line heading, those not, will showunder the off-line heading. Similarly,those of your contacts logged-on willget a message to say you have justlogged-on and your name will appearin their on-line box.

To communicate all you do is clickon an on-line contact, whereupon adialogue box will appear, type yourmessage then press send.Immediately your message willappear in the recipient’s boxtogether with an on screen flashingbar announcing its arrival. They cannow type a reply in the same box andreturn it to you whereupon you willsee a flashing bar. This way veryshort or very long ‘conversations’ arepossible.

During a ‘conversation’ all the textwith the sender’s name will beavailable to refer to, scrolling wherenecessary. However, once the

retrieval (sb) generhvervelse,det at finde igen

contacts off-line

contacts on-line

click button tolog-on

Vautomatic log-on buttons

V

status menu

V

Log-on box

Contact box

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84 ‘conversation’ finishes and the box is closed the message will disappear. Should apermanent record be required it will be necessary to save it to hard disc.

Whilst on-line you do not have to be ‘available’ you can set the system to adviseyour contacts that you are unavailable, i.e.: busy, away from your desk, taking acall, out to lunch etc, through the status menu (see page 83). Because of this, thesystem is considered to be less intrusive than the telephone; however, not allsystems will take messages if they are off-line for any reason.

use this box to type yourmessage, press the return orthe send button to transmit it

Vthe full conversation is shown in this box until thesystem is closed down whereupon it will be deleted.Important messages can and should be saved

V

intrusive (adj) påtrængende

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85Off-line contact

If a contact is off-line, you can still write a message to him/her by simply clicking ontheir name to open a dialogue box and typing in your message. It will be storeduntil such time as they sign-on, whereupon it will be delivered.

Protocol and etiquette

As with SMS, commerce has been slow to take it up, young people once againmaking it their own. As a consequence there are many gimmicks and other servicesthat are not particularly useful in a commercial context, nonetheless, leaving theseaside, it is still a very efficient and useful communication tool.

With e-mail there is no set protocol for instant messaging, so a type of restrainedinformality is the best way forward. However, like SMS, the informal usage of thesystem by young people over the years has led to bad habits in the form of miss-spelling, very informal language, emoticons or smileys and other gimmicks, aswell as poor language. This type of usage in a commercial setting is undesirableand to be avoided. Naturally between colleagues in the workplace it is still likelyto happen, but wherever possible standards and guide lines for usage should belaid down by the individual company.

In more formal situations the recommendations attached to the memorandum(see page 57-61) are perhaps the best guide lines to follow. In short, the languageused will be very much determined by the correspondents and the level of formalityinvolved.

gimmick (sb) gimmick, særligtvirkemiddel

restrained (adj) behersketemoticon emoticon, smiley,

f.eks. :-)

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86 Exercise

Since your company introduced an instant message service for allinternal communications, it has proved very popular and effective.However, gossip, the passing of jokes and other misuse between workcolleagues and friends has reached epidemic proportions.

It is essential this situation is addressed and, as the personnelmanager, you have been asked to remind employees of theirresponsibility toward this system.

1. prepare an instant message outlining the problem andrestating company policy for the use of this system.

2. ‘invent’ the misuses, company policy and any other informationrequired.

A specimen answer for the above exercise is to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

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87The NewsletterSample newsletter

White spaceColour

Text alignmentGraphics, pictures, etc

Pull quotesLanguageExercise

Traditionally a newsletter was a oneor two page marketing publicationsent by post to targeted subscribers.Its purpose was to provide additionaland specialised information and dataconcerning the newsletter owner’sproducts or services. Today the samecriteria apply, but increasingly theyare being sent via e-mail which,because of their differences, will bediscussed in a separate section at theend of this chapter.

They are a popular media forbusinesses in general as they keep their readers informed as well as being a meanswhereby the business in question can increase sales. Stylistically, they are moreakin to newspapers and use the terms and methods of that industry.

Successful newsletters contain concise articles related to the business of thenewsletter owner. These should be informative and above all else interesting - it is

targeted (adj) være rettet modsubscriber (sb) abonnentakin to (adj) beslægtet medconcise (adj) kortfattet

- READ ALL ABOUT IT

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88 successful if it is read and if the receiver wishes to continue receiving it. But, howcan we go about setting up a successful newsletter? Firstly, decide on a format andstay with it, changing styles will confuse your readers. Secondly, use the informationon the following pages when designing your basic template.

The important features of a newsletter are shown on page 89 with the names andexplanations of the numbered parts following below.

1. nameplate - the title block, which is usually at the top of the newsletter withthe publication’s name, logo, etc. This will be separate to the column size youchoose. In effect it is an independent block at the top of the page which can becentred or arranged to one side. Do not make this too small; it is the means wherebypeople will recognise it is your newsletter.2. header - text that appears at the top of every page on a printed document.Publication name, volume No, issue No, date, etc.3. main headline - a short creative heading giving a clear indication of the contentto follow whilst at the same time generating curiosity.4. margin - the boundary lines between which the data will be placed. Do not beafraid to use wide margins, or margins of different widths. The important pointhere is to balance your material so that a pleasing appearance results. If the pagelooks cluttered and messy it is unlikely to be read.5. sub-heading - a secondary heading separating the text within an article, theyare usually a paraphrase of the text to follow.6. alley - a column or row of ‘white space’ on a printed document, usually betweencolumns. In multi column publications make sure the alleys between them arewide enough to prevent confusion.7. pull quote - a small piece of ‘significant’ text taken from the main body of thearticle and re-inserted in a box with a different and/or larger size font.8. columns - the space between which the text is placed. Multi columns are usualin newsletters. Will it be a one or a multi column publication? Experience hasshown, the easiest readability width of a column is between 35 – 45 characters perline (note….. a letter, a space, a punctuation mark equals one character). On A4paper this will give a two column publication using standard size fonts. Naturallythe narrower the column width the smaller the font size should be, or there will betoo few words per line – it is a common mistake by the inexperienced to use too biga font size.9. masthead - a box, usually at the bottom of the front page giving details of theowners, publishers, subscription details, etc. Use this box to credit those involvedin the newsletter’s production as well as contact names and details for your readers.Another useful addition is to include details on how to subscribe to the publication.

template (sb) skabelon pull-quote udsnit af tekstencluttered (adj) rodet column (sb) spaltealley (sb) mellemrum readability (sb) læsbarhed

mellem spalter width (sb) breddefremhævet i subscription (sb) abonnementindramning

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89Sample newsletter

Traditionally newsletters were onepage marketing publications postedto targeted subscribers. Theirpurpose was to provide additional,specialised information and dataabout the newsletter owner’sproducts or services. Today thesame criteria apply, but increasinglythey are being sent via e-mail forwhich there are three main formattypes available. Details on these areto be found on the web site.

Concise gives success

Successful newsletters containconcise articles related to thebusiness of the newsletter owner.These should be topical, informativeand above all interesting. Asuccessful newsletter is one that isread and one the receiver wishesto continue receiving.

But, how can we goabout setting up asuccessful newsletter? Firstlydecide on a format and stay with it,changing styles will confuse yourreaders. Secondly, use thefollowing to help you design yourbasic template.

Try these tips

Having gone through the basics, letus look at some tips on content.Remember it is a free publication;subscribers are not forced to read itso;

• focus on what will be of interestto your readers and make their livesbetter.

• do not be afraid to use personalinformation, for example; somethinginteresting or important that hashappened to you or your company.

• use it to advertise offers and veryspecial offers with limited responsetimes (days or weeks) so they haveto take advantage of them at the timeof reading.

• include customer testimonials orcomment on you, your products,company etc.

• lastly a photograph of yourself withyour name helps, people will feelthey know you and will look on yourpublication more like apersonal letter.

NewsletteroOo

volume 1 - No. 3 Spring 2007

Newsletters go Electronic

Published by ABC EnterpriseHead Office: 11 Baker Street, London W1, Tel. No. 01234 56789Editor Emily Smith

to subscribe to this newsletter - e-mail the editor on es@abcenterprise.co.uk

1

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CuddlyToyCo Ltd

Vmeet Mike

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V A successfulnewsletter is

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90 10. caption - text accompanying charts, graphs, illustrations, photographs, tables,etc.

Having decided on the basic format, we can now go on to look at other factors thatwill help you produce a good product.

White space

Do not be afraid to leave space on the paper with nothing on it, this is called ‘whitespace’. White space is not always white; it is determined by the colour of the paper.It is important because just enough makes the publication inviting to read; toolittle on the other hand gives the appearance that it is not worthwhile and toomuch, making the page crowded and difficult to read.

Colour

Colours give interest, but beware: avoid clashing colours and too many colours. Asecond factor to bear in mind is the audience you are targeting. Older people tendto prefer more subtle colouration whilst youngsters more brash colours. Secondlythe product(s) you are dealing with will also have an effect.

Text alignment

In column productions it is better to use ‘align left’ rather than ‘justify’ alignment.The narrow format makes it easier to read and prevents large spaces betweenwords that often feature in 2 or 3 column formats. With align left text it is alsoquite common to indent the first word of a paragraph instead of leaving a spacebetween paragraphs.

Graphics, pictures, etc

‘One picture is worth a thousand words’ as the old saying goes. Any form of graphicadds interest and draws the eye, but they must be relevant. Their position neednot be within the bounds of a column, in fact crossing over or between columns veryoften assists in the interest factor.

caption (sb) billedtekstsubtle (adj) hårfin, raffineretalign left med lige venstre

marginjustify alignment holde lige

margener

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91Pull quotes

In many ways their importance and placing is similar to graphics. The text thathas been ‘pulled’ out is a key part of the article and should be inserted to drawattention and interest.

Having gone through the basics, let us look at some tips on content. Remember itis a free publication; subscribers are not forced to read it so;

• focus on what will be of interest to your subscribers.• do not be afraid to use personal information, for example; something interesting

or important that is or has happened to you or your company.• use it to advertise offers and very special offers with limited response times

(days or weeks) so they have to take advantage of them at the time of reading.• include customer testimonials or comments on you, your products, company

etc.• lastly a photograph of yourself with your name helps, people will feel they know

you and look upon your publication more like a personal letter.

Language

As previously mentioned, newsletters are primarily a marketing tool and as aconsequence a very different style of language is used. Aim for:

• chatty, simplified language, imagine it is a conversation.• interesting and colourful language by the use of adjectives and adverbs.• the formality level is usually low but courteous - think of your readers.• the use of the shortened form is fine (e.g. I’m, you’re, won’t, etc.).• to emphasis items use bold, italics, underlining etc.• use abbreviations, if they are well known, if not explain them.• it is still a good idea to omit jargon and slang.

testimonial (sb) anbefalingcourteous (adj) høfligabbreviation (sb) forkortelseomit (vb) udelade

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92 Exercise

Prepare:1. a template for a two column newsletter to contain the 10 points

given in the chapter.2. write a newsletter to your existing customers informing them

about your new, and soon to come on-line, web shop.3. in order to tempt them to check it out, offer an incentive.

A specimen answer for the above exercise is to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

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93The Electronic NewsletterDirect messageAttached page

Software template

In general the same rules apply to theelectronic version of a newsletter. However,there are several ways in which they can beproduced, for example:

Direct message

The ‘news’ can be simply typed or pasteddirectly onto the message page of an ordinarye-mail. This is the simplest and easiestmethod but the least attractive andinteresting. Generally this type will only

accept text without any formatting other than new paragraphs.

Attached page

Alternatively, the ‘news’ can be prepared on other software which allows formatting,columns, graphic, etc. This will enable you to make the finished document much

- READ ALL ABOUT IT

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94 more attractive and interesting, similar to the traditional type as shown on page89. However, it can only be transmitted if it is sent as an attached document.Whilst this is not a problem in itself, it is a problem in that it has to be opened bythe recipient, a small task that requires a physical effort and therefore if not ofinterest, will not be done.

Another important factor to be aware of is: it must be on software that is popularand generally available or the recipient will be unable to open it.

Software template

A third alternative is to subscribe to a special software provider who will furnishyou with the means to build up a template to suit your needs and instructions onhow to create, change and send an e-newsletter. This type is the most effective asattractive designs can be developed, but more importantly, they appear on screenimmediately the mailbox is opened.

Other big advantages of this type are: a) the ability to attach active links thatconnect directly to other web sites when clicked, b) automatically sends thenewsletter (via e-mail) to the names on a mailing list, c) can automaticallypersonalise your newsletter with the recipient’s name, etc via a mail merge system,and d) the possibility to employ a tracking system that can calculate a range ofvaluable statistics, for example:

opened messages - gives the total number of recipients who opened the e-newsletter.open rate - shows the percentage of recipients on the list that opened the e-newsletter.links clicked - the total number of recipients who have clicked on links in the e-newsletter.CTR ( click-through-rate) - a way of measuring the success of your ‘mail shot’,expressed as a percentage: CTR = links clicked / e-mails opened.

All of the above will be of great help in determining the success of your newsletter,after all, it is a marketing tool and as such an understanding of its effectiveness isvery important. Lastly, electronic newsletters are not to be confused with ezines.Ezines are electronic magazines and as such are a completely different product.

mail merge brevfletningrange (sb) række

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95The Press ReleaseFormat

Three top tipsHeadline

Sub-headlineOpening paragraph

Middle paragraph(s)The endingRemember

Tips & warningsSample press release

Exercise

Businesses are generally eager to havenews stories about them in print; it ischeap and effective publicity,especially if they have an input. Thepress likewise is interested inreporting articles from businesses,but there the similarity ends, for themotives of both are very different.Business is very keen on freepublicity, whilst the press is notinterested in helping business byadvertising its services for free. Whatthey are looking for are stories thatwill be of interest to their readers andconsequently sell their papers. The

aims of the two are therefore polar opposites and as such, in conflict.

Understanding this fundamental difference is the first stage for the successfulproduction of a good press release. Remember, newspapers are continuously on thelook out for good stories and will help you formulate a story if they can see merit in

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96 it. However, ‘merit’ in your press release must be there from the start, they will notdo all the work for you! News reporters get hundreds of releases on their desksevery day, for yours to be successful, it has to stand out.

Approximately 90% of press releases never make it past the reporter’s desk becausethey are badly written and/or focus on things that are of no interest to the newsmedia. Successful press releases require three very special things:

• to be journalistic in style, the writing skills and style of a reporter.• an angle that is different from that which suits the business, i.e. newsworthy

not marketing.• written in the 3rd person.

If these factors are clearly understood, it will be possible for both parties to gain.Like all communication systems there is a set format and template for a pressrelease. With this in mind let us look at those factors which will hopefully enableyou to write a successful press release.

Format

1. decide on the topic and news angle of your press release, keep it short, no morethan one page of A4 and to the point.2. using uppercase letters print ‘FOR IMMEDIATE (or date for) RELEASE’ in thetop left hand corner of the paper.3. place contact details: name, title, address, phone number, e-mail address, etcunderneath.4. create a snappy headline which incorporates the most important, significant orshocking fact of the release, using no more than 10 words, centred in bold type –think of newspaper headlines you have seen.5. next, a sub-heading of no more than two lines containing a more detaileddescription as an extension to the main heading.6. body of the release: first paragraph. Start with the town and date where therelease is based. Next include all the vital information, the what, where, when,why, who, how, etc. in a logical, concise way.7. middle paragraphs: contain the meat of the release. These should be factual,interesting, newsworthy and hopefully tantalising enough to attract the reporter’sinterest. If possible add human interest with the use of quotes.8. use the last paragraph to repeat vital as well as additional information insupport of your release, for example; websites, reports, referees, etc, and contactname, phone number, e-mail address.

merit (sb) værdi incorporate (vb) inkorporere,approximately (adv) omkring, omfatte

cirkameat (sb) concise (adj) kortfatteti.e. d.v.s. (det vil sige) vigtigt indholdsnappy (adj) fængende factual (adj) saglig

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979. complete it by including the following, in bold, uppercase and with hyphenseither side, centred immediately under the last paragraph — END — . This givesthe reporter a clear indication that he or she has the complete document.

10. first impressions count, a neat well presented document is likely to be read, so;print your release on quality letter headed paper using a quality printer, preferablya laser writer.

Three top tips

Remember when writing press releases:

1. look for ‘news’ not promotion in your story2. write a crisp, clear story that will interest newspaper readers3. keep your story concise, courteous and professional

Now let us assume you own a business making toys for babies and you wish to haveyour company mentioned in the national dailies. Remember news reporters arenot in the least bit interested in you, your company or your products, unless youhave a very good (news) story. Remember also that they are continually on the lookout for such things, so if you do find one they will be interested, will want to talkwith you and want to know your products. But, how to make it newsworthy, that isthe question?

Headline

Bad headline

NEW FABRIC FOR TEDDY BEARS PROTECTS BABIES FROMDUST, DIRT AND OTHER DANGEROUS ITEMS

Why is this a bad headline? (check your answer at the end of the chapter)

Good headline

YOUR BABY’S GUARDIAN ANGEL

Why is this a good headline? (check your answer at the end of the chapter)

uppercase (sb) store bogstaverhyphen (sb) bindestregcrisp (adj) kort og klar

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98 Sub-headline

Teddy bears dressed with a new fabric! A secret coating keeps itfresh and clean: now your baby can sleep safely with ‘Teddy’

What makes this a good sub-headline? (check your answer at the end of the chapter)

Opening paragraph

Bad opening

London, 15 October 2007. Recently CuddlyToy.co.uk, an on-line toyshop specialising in toys for the under 2s launched a totally newproduct on the market – a teddy bear with an amazing new fabriccover. The fabric has a special coating that rejects dust, dirt andother everyday stains thus keeping it fresh and clean. Whilst it isbreathable it is impervious, so protecting the internal materials.Trials of the new fabric have proved so successful that productionhas now moved into top gear in readiness for Christmas.

Good opening

London, 15 October 2007. Parents of new babies can now sleep moresoundly in their beds knowing their babies are safe, thanks to a newwonder fabric for soft toys. Following trials by families with babies,CuddlyToy plc reports that the revolutionary new coating on the fabricretains the softness, freshness and cleanliness essential for soft toyfabric whilst at the same time preventing dust, dirt and other stainsfrom sticking to it. According to Michael Pierce, CuddlyToy’smarketing manager, the trials proved so successful that the newfabric will now be used on all their soft toys.

Middle paragraph(s)

Use this section to back-up whatever claims you have made previously. In theexample above, there could be more detail on the fabric itself, e.g.

The coating has also undergone extensive clinical trials and haspassed every health and safety demand.

fabric (sb) stof readiness (sb) beredskab, det atbreathable (adj) åndbar være klar tilimpervious (adj) uigennemtrængelig cleanliness (sb) renlighedtrial (sb) afprøvning claim (sb) påstand

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99or quotes from some of the parents who trialled the fabric, e.g.

Mary P said, “It’s so comforting; he simply won’t go to sleep withoutit.”

“Our sleep is only disturbed now for her regular feeds; it’s fantastic,it’s made such a difference to us.” said Susan & John H.

and/or comments from the company related to the fabric and its development(remember this is not an opening for a marketing pitch), e.g.

We, at CuddlyToy are continuously on the look out for ways to make ourproducts the healthiest and safest on the market and are delighted withthe results of the trials.

Lastly there is now the chance to use a couple of lines to talk about yourself andwhat you do (the soft marketing bit), e.g.

CuddlyToy Co Ltd was founded in 1971 to bring quality back into thetoy market which together with its on-site shop supplies toysnationwide. A recent innovation is a customer forum where customersare invited to share their ideas and comments with us.

The ending

—— END ——

Contact information for the reporter, e.g.

For more information on this topic, or to arrange an appointmentwith Michael Pierce, please telephone: 01234 567890 or e-mail:mp@cuddlytoy.co.uk.

Remember

1. Stay away from sensationalisms, e.g. “breakthrough”, “unique”, “state-of-theart”, etc.2. Always write from a journalist’s perspective. Use the 3rd person, rememberyou are a reporter. Use “I” or “we” only when it is in a quote.

marketing pitch salgsfremstødstate-of-the-art engelsk jargon

for ‘nyeste’

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100 3. Read quality newspapers to get a feel for the system and style of writing thisspecial way.4. Short is best. Try to keep your release to one page if at all possible, if not two isacceptable but remember to number the pages.

Tips & warnings

• use a fully blocked style (see page 49).• check and double check your grammar and spelling.• make sure it tells a story and not an obvious advertisement for you. Ask an

objective, impartial person to read through it to see if they consider it to benewsworthy.

• target the appropriate reporter for the topic or area and send it directly to himor her.

Answers (page 97 & 98)

Bad headline - too long and boring.Good headline - short, snappy and interesting.Sub-headline - gives a short but full description of the press

release.

impartial (adj) objektiv, upartisktarget (vb) henvende sig til

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101Sample press release

101 Dalmation DriveMidtown MT1 2SEEngland

Your Ref: HS/tl abe1Our Ref: MP/cp bl1Date: 4 March 2007

Tel: +44 (0)1234 567890 Fax: +44 (0)1234 056789 sales@cuddlytoy.co.uk w.w.w.cuddlytoy.co.uk

CuddlyToyCo Ltd

101 Dalmatian DriveMidtown MT1 2SEEngland

Your Ref: HS/tl abe1Our Ref: MP/cp bl1Date: 4 March 2007

Tel: +44 (0)1234 567890 Fax: +44 (0)1234 056789 sales@cuddlytoy.co.uk w.w.w.cuddlytoy.co.uk

PRESS RELEASE

FOR IMMEDIATE (or date of) RELEASE

Heading - create a SNAPPY HEADLINE to include the most important or significantfact of the release using a maximum 10 words in uppercase bold type & centre it.

Sub-heading - no more than two lines containing a more detailed description butnewsworthy as an extension to the main heading, in ordinary type, centred.

Opening paragraph - the body of the release. Start with the town and date where therelease is based, next include all the vital information, the what, where, when, why,who, how, etc. in a logical, concise way.

Middle paragraph(s) - contains the meat of the release. These should be factual,interesting, newsworthy and hopefully tantalising enough to attract the reporter’sinterest. If possible add human interest with the use of quotes.

Remember - one paragraph, one theme or idea.

Last paragraph - use this to repeat vital as well as additional information in supportof your release, for example; websites, reports, referees, etc, and contact name,phone number, e-mail address.

—— END ——

Note..... if you use more than one sheet of paper, remember to number them.

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102 Exercise

Acme Brewery plc has undergone rapid expansion both in the homeand overseas markets and is about to move into new extendedpremises. It is good news for the local area as it will bring muchneeded employment and support for the local economy.

As the press officer of Acme, write a press release to the localnewspaper announcing Acme’s expansion into the area and thebenefits for the local economy.

A specimen answer for the above exercise is to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

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103The Blog (Web Log)Uses

Blog termsHow to start

StyleSome do’s and don’ts

DesignExercise

There is no one clear definition of what a blog is, for their use is very diverse. Itranges from on-line journals used by businesses to advertise, provide informationand promote their products, to public diaries of private individuals in which theycan post whatever information they wish. From a business perspective their use isgrowing, they are becoming a very popular and useful tool.

As we are concerned withbusiness communicationhowever, we will restrict ourexamination of this media tobusiness applications. In thiscontext blogs are a powerfulmarketing tool because theyare, or should be:

• short, to the point, relevant and attractive articles using many keywords.• up-dated frequently to maintain relevance and interest.• personal and interesting to attract attention and promote that return feeling.• contain links to other relevant web sites and pages.

diverse (adj) forskelligartetjournal (sb) tidsskriftdiary (sb) dagbogpost (vb) udsendekeyword (sb) nøgleord, stikordpromote (vb) fremme

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104 Uses

Blogs are usually attached to websites and used in many different ways to shareinformation. For example, a company could use a blog to:

• highlight the latest news and up-to-date information.• promote new products or up-dated products.• give a focus on promotions and sales.• advertise contests and competitions.• allow for customer feed-back.• pictures of products, personnel, or other interesting topics.• give answers to FAQs (frequently asked questions), etc.

Today the company blog has become a very popular tool, providing good informationfor customers, whilst at the same time adding a relaxed and fun dimension to thecompany website. Like most media however, they can be used for the wrong purposeand in the wrong way, in which case they will have the opposite effect to thatrequired. For this reason care needs to be exercised in their development and use.

Blog terms

Before we go any further we need to examine some of the special terminology thatis associated with blogs:blogging – the act of creating a blog.blogger – a person who maintains a blog.bloggers – people who create entries and ‘post’ them to their blog.blog-rolling – the moving from one blog to another.

The making and maintaining of web pages is a barrier for many people due to thetechnical skills and software required. Blog software, on the other hand, makes iteasy to put information on the web, with the result that their development and usehas simply exploded. As long as you can write and spell correctly you can publish,up-date and maintain a good blog.

How to start

There is a lot of professional blogging software available on the net, many of whichare free. To start, all you need do is enrol onto the one of your choice, design yourpage, add your information (text and/or graphics) and post it on the web; yes, it is

promotion (sb) promoveringtool (sb) værktøj, redskabdimension (sb) omfangmaintain (vb) vedligeholdeenrol (vb) tilmelde sig, indrulle

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105as simple as that. Maintenance is equally as simple; to up-date your blog simplyopen up your account, add your up-dates and post on the web again. Up-dating canbe done whenever you wish, several times a day, to once a month for example.

A blog can be added to throughout its life and consequently could run into manypages of scrolled information. This is useful, for as well as allowing you to adddata; it gives you the option of whether or not you wish to allow readers to posttheir comments or questions. New comments or additions added appear at the topof the page keeping your blog current. Historical data is still available for referencebeing simply ‘pushed’ lower down the page as new information is added.

Lastly, one of the biggest advantages of a blog is the ability to add links to websites.From a business perspective, it is a very big plus, for you can direct readers who areinterested straight to your website, or even better, to relevant pages of your websiteand other sites of interest.

Style

As with other electronic communication systems, the style of language used isgenerally relaxed and semi formal. However, as with many other situations contextis important, you must look at the topic you are writing about, for example; is itnews or up-dates, advertising a product, technical information, chat forum, as thiswill often provide the answer. However, to be sure ask yourself, “Who am I writingit for?” A chatty format with relaxed informal language may be called for, if so fine.On the other hand a serious more formal approach could be needed.

In similar manner, the general rules concerning shortened forms (isn’t, can’t, it’s,you’re, etc) can be forgotten. Slang and cliché are best left out; jargon on the otherhand needs to be kept in check unless you are sure your intended audience isfamiliar and comfortable with it.

Brevity is the key. Remember the format, being web based, means that people willmake up their minds in a split second as to whether they intend looking at it, so:

• use short paragraphs; they make it easier to read and appear less intimidating.• make the design and lay-out welcoming and use an appropriate style of language.• keep it interesting with topical information put in a friendly informative way.• use graphics, pictures or other forms of visual stimuli, they add interest and

enable attractive design layouts.

scrolled (adj) som man skal chatty (adj) snakkesaligscrolle igenem brevity (sb) korthed

option (sb) valg intimidating (adj) afskrækkendeperspective (sb) synsvinkel topical (adj) aktuelcontext (sb) betydning visual stimuli (sb) noget, der stimulerer

øjet, visuelt

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106 • up-date it regularly, people returning to your blog and finding the same or oldinformation will soon tire of it and stop returning.

Some do’s and don’ts

Copyright - do not plagiarise under any circumstances, seek the copyright owner’spermission before using and credit any material used to the owner.Two way traffic - blogs are communication media and an effective way of findingout what your customers are saying or thinking about you, use them for that purpose.Remember everyone can see what has been written, so respond punctually andpolitely.Information providers - the Internet is a vast information service that works bylinking, so if you see something interesting and relevant, link to it. Readers willrespect you for your honesty; secondly it will create links back to your site.Truth, honesty and discretion - write the truth and do not give away companysecrets. If you are not sure about something, or do not know the answer to a questionsay so, people will respect you for it. Similarly when saying you will do somethingor give a promise, be sure to keep your word.Be interesting - you want people to read your blog, so make it interesting. Writingis hard work, but satisfying when results are achieved. Many bloggers personalisetheir work by including something about themselves as this is often interesting toothers, but remember, it is a public forum so do not embarrass yourself or yourcompany.Professional - stay with what you know and enjoy writing about. Your knowledgewill come through but remember to make it interesting and if necessary personal.It is a dangerous to write something of which you know little or nothing about.Quality matters - not everyone is good at grammar or spelling, so ask someone tolook it over for you. Similarly, if you are not very creative, ask a colleague to checkwhether your blog looks okay and take their advice on how to improve it. Rememberthe golden rules ABC etc; - see pages 21- 22.Think about the consequences - remember when you press the ‘post’ buttonyour blog is public. Do not put anything in that could embarrass others or yourself,insult other companies or their products; keep it honest, truthful and courteous.

Design

There are thousands of designs for blogs; following is just one example using speechbubbles for the text boxes. The first box you see is for the blog owner’s message,complete with a comment button for customer feed-back.

tire (vb) at blive træt afplagiarise (vb) plagiere, kopierevast (adj) enorm, vældigembarrass (vb) gøre forlegen

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107Clicking on the comment button opens a response box, complete withsend button, for the reader to type in his or her comments.

Remember; before clicking the ‘send’ button make sure it is whatyou intend sending, for once clicked it is too late.

Some have security added to their system to prevent misuse; others state thatthey may edit any received comments before publishing.

What do you think?Hi and welcome.Our new web shop has just recently opened for business after a longcustomer trial and test period. Hopefully all the bugs have been ’ironed’ out togive you a trouble free and easy experience.We would love to hear what you think: click on the comment link below andpost your thoughts. If this is your first time on our blog, don’t worry, it’s easy,just fill out the boxes and press send when you’re finished - it’s as simple asthat.Thanks for dropping by - happy armchair shopping.

CuddlyToy web shop

comment

Comment

E-mail address

Name

send

Fantastic - it’s a really relaxing way to shop and so, so easy. No, I didn’t findany bugs, it worked perfect for me; thanks I’ll be a regular.

I’m a new shopaholic.

Christina

CP@anybodies_box.co-uk

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108 Exercise

Your local authority has set up a blog on its web site for residents tohave a voice in local affairs. This week’s hot issue is the facilities foryoung people (or lack of them). The problem seems to be: no oneappears to be able to decide on what is ‘young’; is it everyone under 5,10 or 15 years of age, or is ‘young’ the wrong term?

You decide to add your voice to the debate. Write a short commentgiving your opinion on what is ‘young’ and what facilities you believeare needed for your ‘young’ people.

A specimen answer for the above exercise is to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

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109The ReportClassification

FormatStyle

AccuracyBrevityClarity

Contents listFour types

Sample reportExercise

The commissioning of reports forms an essential function within any organisationto enable them to achieve their goals. Their main function is to ensure that theprocess of decision making is informed, considered and impartial.

Reports take many forms, from thegenerally held conception of long,systematic documents full of ‘paras’(paragraphs) and ‘sub-paras’, punctuatedwith references, to the simple, orallycommunicated report. Whatever the type,it is essential to ensure that theinformation is clearly and simplypresented. For this reason the type ofreport and the audience it is aimed at willdetermine the type of presentation.

In general terms, reports can be classifiedinto four main groups and can be appliedto almost any situation within anorganisation.

commissioning (vb) rekvireringconsidered (vb) overvejet,

gennemtænktimpartial (adj) objektivconception (sb) forestilling, opfattelse

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110 Classification

1 Regular & routine – equipment/maintenance, sales, safety, production, etc.2 Occasional – accident, disciplinary reports, status, etc.3 Specially commissioned – market research, product diversification,investigatory, personnel, etc.4 Application – oral briefings, minutes of meetings, annual report toshareholders, sales report, technical report, statistic in various visual forms, balancesheet for annual audit, etc.

Format

Formats vary considerably from those running into several hundred pages of highlytechnical information, such as government reports, through to the simplememorandum. They can be written in the form of stylised headings and sub-headings using lists, tables, graphs, etc, to those using a series of paragraphs ofcontinuous prose. Whatever the choice, it is important that the report relays themessage in the most effective way.

Oral reports presented on a one-to-one basis or at a meeting have the advantageinsofar as the information can be questioned, examined, verified and confirmed. Insome situations however, the shear weight and complexity of the informationdemands that it be written down. This enables the recipients the time to read andunderstand the information prior to discussion and decision-making.

Style

As much often depends on reports; accuracy, impartiality and honesty are essential;all statements must be factually accurate and verifiable. For these reasons it isessential that the language used is carefully considered and chosen, words carrymany subtleties of meaning and can easily convey the wrong impression unlesscarefully applied.

Arguments used to support details must be reasoned, logical and soundly based;nothing should be included that could be misleading, misinform or attempt topersuade the reader(s). Much depends on the findings of reports; any attempt to beless than honest and impartial will be a disservice to both you and the organisation.

equipment (sb) udstyr, materiel relay (vb) viderebringemaintenance (sb) vedligeholdelse verified (adj) verificere, godkenddiversification (sb) diversificering impartiality (sb) objektivitetinvestigatory (adj) udforskende, verifiable (adj) verificerbarminutes (sb) referat subtlety (sb) svært definerbar detaljebalance sheet (sb) statusopgørelse convey (vb) kommunikereaudit (sb) revision reasoned (adj) sagligstylised (adj) stiliseret disservice (sb) bjørnetjeneste

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111Accuracy

A report requires the writer to leave aside all personal beliefs, opinions, prejudicesand biases; it is not a diary reflecting personal emotions and opinions. The reportmust be the result of an open mind that has drawn conclusions and arrived atrecommendations based off factual material. If it is clear to the reader(s) that youhave integrity, your report and its findings will be more acceptable.

When putting ‘pen-to-paper’ be selective, remember the intended audience andchoose a style of language to suit. But guard against over-simplification as thiscould cause offence or make it difficult to fully understand.

Brevity

We visit this word again, it is so important. However, it does not mean vital dataor information can be left out. What it does means is; keep to the point, do notembellish or labour them, remember what you are trying to achieve: the process ofdecision making based off informed, considered and impartial findings. If in doubtabout what to include, ask the simple question: “Is it necessary for this (information)to be included?”

Clarity

Language, as well as being easily misunderstood, can be complicated by jargon,slang, technical terms, etc. Similarly efforts should be made to omit using wordsthat do not mean anything, for example: ‘actually’, ‘during the course of myinvestigation’, ‘undoubtedly’, etc. Lastly, having completed your report put it to oneside for a couple of days and then re-read it to see if it makes sense. If there are anyproblem areas they will usually show up straight away. Remember: ABC: accurate,brief, clear and logical in all you do.

The following list provides a guide to those features the writer must bear in mindprior to composing a report:

1 Aim - is it to inform by presenting a body of facts, or to persuade by supplyingarguments and opinions, or is it to do both?2 Recipients - will they be specialists who will understand the specialised and/or technical language, or will they be laymen for whom the information must bepresented in a more simplified way?

prejudice (sb) fordombias (sb) skævhed,

forudindtagethedintegrity (sb) integritet,

ubestikkelighedembellish (vb) pynte, forskønne

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112 3 Context: will the report require a formal approach, or could the points be madeinformally and with familiarity?4 Language - will objective terms using impersonal constructions and the passivevoice be employed? Should the vocabulary avoid connotative, emotive meanings?Should technical language and jargon be avoided or may they be used? Shouldsentences be kept short and simple, or should they contain provisos and modifyingideas?5 Data - how should data be organised and presented? Is it relevant andimportant? Is the material connected and related to its heading? Does the complexityof the data require the use of a schematic format?6 Recommendation - are the recommendations and suggestions developed fromthe findings of the report or are they from personal bias?7 Presentation - which presentation technique will be used to display theinformation to its best effect in a clear, logical sequence, so as to help the readerdigest the data easily and grasp the connection between various sections andpoints?

Contents list

The contents list below is a comprehensive list covering all possible contingencies.Depending upon the report you are required to make, many of the items could beleft out, as will be demonstrated in the ‘four types’ section to follow.

1. Title2. Author3. Identity of Report’s Commissioner4. Date5. Reference(s)6. Contents, Pagination7. Status, e.g. Confidential8. Background History/Introduction/Terms of Reference9. Method/Procedure/Modus Operandi10. Information/Findings/Data Input11. Conclusions/Synopsis/Synthesis12. Recommendations/Suggestions for Action13. Footnotes14. Appendices15. Index16. Circulation List

contingency (sb) eventualitetcommissioner (sb) den, der har

bedt om rapportenpagination (sb) sidenummereringmodus operandi (sb) fremgangsmåde

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113Four types

There are basically four types of report. However, it must be remembered thatthere are no set formats, merely recommendations. Depending upon the type chosen,all or some of the previous contents check list may be used.

1. Extended Formal Report: used for high level, extensive reports, the typesoften used by governments, large conglomerates, etc. They will normally be laidout in a sectionalised format with a schematic organisation and referencing, e.g.

Identification, title & inside pages items 1 - 6 ) numbers referReport data & inside pages items 7 – 11 ) to list onReferences & final pages items 12 - 15 ) previous page

In principal the following components will be employed:

• Title page• Contents, pagination• Synopsis and findings• Terms of reference• Procedure• Sectionalised findings• Conclusions• Recommendations• Appendices & Bibliography

2. Short Formal Report: used in formal written situations where middlemanagement reports to senior management. The report will follow a similar patternas the extended report, that is, sectionalised with schematic organisation andreferencing.

In principle the following components will be employed:

• Title page• Terms of reference• Procedure or identification of the task• Findings• Conclusions• Recommendations, where applicable• Appendices (if applicable)

extended (adj) forlængetconglomerate (sb) konglomerat,

kæmpekoncernsectionalised (adv) afsnitsinddelt,

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114 3. Short Informal Report: used when the information is of a lower status andless complex. A typical example would be a junior reporting to a departmentalhead.

They will usually follow a three-part organisation as follows:

1. Background - Introduction - Situation, etc.2. Information - Findings, etc.3. Conclusions - Action required, etc.

4. Memorandum Report: normally for internal reporting, especially betweendepartments. Their format is very flexible since the title information is containedin the heading section. The ‘message’ space below may be used in a variety of waysto display the content of the report. As a consequence there are no pre-determinedcomponents. Please refer to ‘Memorandum Section’ for layout.

pre-determined (vb) forudbestemt

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115Sample report

Ref: - date and reference number.

Title: - this should clearly identify the contents of the report.

Terms of Reference: - a statement indicating who asked for it, what was askedfor and when was it asked for.

Procedure: - a list format of the steps taken to get all the information.1. (e.g. interview with staff)2.3.

Findings: - the results of the procedures in numbered list format, e.g.1. (sub heading, e.g staff interviews)

1.11.2

2. (sub heading)2.12.2. etc.

Conclusions: - the implications from the the findings in list format1.2.3. etc.

Recommendations: - action to be taken based off the findings and conclusions inlist format

1.2.3. etc

(space for signature)

Michael Pierce (Mr)Marketing Manager

Appendices:

101 Dalmatian DriveMidtown MT1 2SEEngland

Tel: +44 (0)1234 567890 Fax: +44 (0)1234 056789 sales@cuddlytoy.co.uk w.w.w.cuddlytoy.co.uk

CuddlyToyCo Ltd

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116 Exercise

Following complaints about the quality and quantity of the foodserved in the school canteen, you have been asked to investigate theproblem and prepare a report on your findings.

Use the following headings to structure your report, making up therequired information:

1 Title: - (make up a title from the information given above)2 Terms of Reference: - (who asked for the report – what and

when was it requested?)3 Procedure: - (steps used to gather the information)4 Findings: - (presentation of the information gathered)5 Conclusions: - (implications from the findings)6 Recommendations: - (what you suggest should be done based

on your findings)7 Closure: - (name, title and date)

A specimen answer for the above exercise is to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

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117The SummaryHow to do it

Points to watchRemember

Sample summaryExercises

A summary is a technical piece ofwriting giving an objective outline ofanother genuine, but much longerarticle, film, event, etc. The aim, usingyour own words, is to give a basic butaccurate overview of what the originalwas communicating. As such it mustnot repeat ‘chunks’ of the originalunless they are key words, nor shouldyou add ideas, comments or thoughts,of your own.

On a down to earth level, we see themdaily in newspaper TV listings wherethey give short summaries of theprogrammes they are to show. But asa piece of writing, a summary is a veryuseful tool for many busy people who

simply want the bare ‘facts and figures’ before committing themselves to deeperreading or discussion. In this context they are a very effective and popular tool.

- HERE’S THE SUMMARY YOU WANTED, BOSS!

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118 How to do it

1. read or watch the article or film to get a complete overview. This will enable youto gain an understanding of the whole which will help when you come to decide onwhat to focus on.2. re-read or watch carefully looking for the key ideas, terms and points and makea note of them. In larger articles make use of sections, paragraphs etc, they areuseful pointers to different ideas.3. when reading, keep in mind the question words – where, what, when, who,where, why, etc, they are a useful, critical tool.4. using your own notes, write briefly about each key idea and point you havemade using key words/terms from the original as necessary. Aim for a low technicallevel accompanied with simplified language.5. using the developed notes from 4, link them together to form a coherent summaryof the original. This will be your first draft.6. now you need an opening statement. This should contain a) the identity of theauthor, b) the title of the article or event, c) when and where it was published,premiered, etc.7. now comes the difficult part; editing your work. Look carefully for unnecessarywords or phrases, repetitions and other inaccuracies or personal biases.8. check again to ensure you have faithfully summarised it.9. check language fluency, punctuation, spelling and grammar.

Points to watch

1. only use quotations if they are essential, if you do, ensure you quote accuratelyand use quotation marks and give page numbers, etc.2. keep your summary short, maximum 1 page A4, but preferably less, 7-10sentences.3. avoid paraphrasing, use your own words, thoughts, opinions, etc.4. maintain the logic and do not change the meaning of the original, even if youdisagree with it.

Remember

The person for whom you have made the summary will only have the informationyou have given to him or her to base their opinions and/or decisions. It is essentialtherefore, to ensure you accurately and faithfully reflect the original. You havebeen given total trust - do not destroy it.

coherent (adj) sammenhængendeinaccuracy (sb) unøjagtighed

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119Sample summary

To illustrate the point, following is a very short summary of a very long original;the seven book series of Harry Potter. Naturally the summary can be made muchlonger and consequently provide much more detail, but the main point here is toshow that a very short version, of a very long topic, can be faithfully produced.

Harry Potter Series by J.K. Rowling: a Summary

Harry Potter is an orphan who has a miserable and lonely childhood at thehands of an aunt and uncle. On his eleventh birthday he is informed, by a giantcalled Hagrid, that he is a white wizard, a wizard for good and must attendHogwart’s School of Witchcraft and Wizardry.

His years at Hogwarts are recorded in seven books, one book per year. Theychronicle his mastery of the wizard’s arts and crafts and, together with hisfriends Ron and Hermione, his battles against the spells and monsters setagainst him by his arch enemy, the black wizard Voldermort, the one who killedhis parents.

Throughout the books (his years at Hogwarts) Harry constantly finds himselfunder attack from evil wizards, monsters and students that despise his success.Together with his friends he takes on the challenges. Finally, in his seventhyear at Hogwarts, he realizes he must be prepared to sacrifice his own life ifhe wishes to rid the world forever of the evil Voldermort.

This act of heroism saves his life and leads him to a meeting with Dumbeldore,the dead headmaster of Hogwarts. It is at this meeting that he gets the answersto many of the questions he has spent the last seven years looking for. At lastthe final spell is cast and Voldermort is killed. The victorious Harry nowunderstands more about life and love and is grateful for the second chance hehas been given.

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120 Exercises

1. Imagine you are the events correspondent for your local newspaperand are currently attending an event (theatre, concert, sport orathletics - you choose), for which you have to provide a summaryreport for the next edition of the paper. Write a summary of the eventas an e-mail to your editor.

2. Select an H C Andersen’s fairy story of your choice and summariseit to a maximum 10 sentences.

A specimen answer for the first exercise above is to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

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121The CV (Curriculum Vitae)Suggested headings

FormatReferees

PhotographsSample CV

Exercise

A curriculum vitae (CV) is a documentgiving a brief history of:

• your personal details• education• qualifications• employment• experience• interests, etc

It is important at this stage to stressthe word ‘brief’. Managers receivingapplications for jobs will use CVs togive them a quick overview of theapplicants, their education,employment, etc. They do NOT wantto be faced with long storylike text, theopportunity for that lies in the ‘Letterof Application’ that will accompany theCV.

- EVA, THIS IS YOUR LIFE

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122 It is usual to attach copies of certificates, diplomas, references, etc, to your CVwhen submitting an application. School and employment dates must showcontinuity, either from the earliest to the most recent or vice versa. Be prepared, ifthere is a gap it will normally be questioned at interview, should you get that far.Alternatively, if you feel it essential to explain a gap, do so as an appendix to thatheading.

Like all official documents, it is a reflection of the owner and as such, great care inits production and presentation is essential. Avoid putting in information that istoo detailed, or that might require updating, for example: state your date of birthnot your age.

Suggested headings

You can design your own CV document or there are many ready made templates onthe Internet to choose from; simply download the one you feel best meets yourneeds both for content and design. Whichever system you decide on, following is asuggested format. Please feel free to add or subtract from this list to suit thesituation and the advertised position. For example: add your language competenciesfor jobs with an international flavour, e.g. tour guides, receptionists, multi nationalcompanies, etc.

The following is my suggested list of headings; remember to adjust it to suit theadvertised post.

• Personal• Information• Education• Qualifications• Employment• Languages• Memberships• Interests

Format

A typical example of a CV is shown on page 124. You will notice it is in a columnand list format; this style makes it very easy for a prospective employer to get aquick overview of you and to make the decision whether to reject or accept your

diploma (sb) diplom(eksamensbevis)

submit (vb) indsendeappendix (sb) bilagcompetency (sb) kompetenceflavour (sb) præg

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123application. If accepted the next document will be taken up: the Letter of Application,which we will examine in the next chapter.

Linguistically it is a list format which means it is abrupt, unconnected language;the need here is to communicate the facts in as short a way as possible. Thedemand for correct grammar and punctuation is very low, correct spelling andlayout, however, are essential.

Use the web site to get to know the company a little better and use any informationgleaned when putting your CV together.

Referees

Most employers will be looking for two distinct types of referee; a character refereeand a professional referee. In the former they will be interested in you as a personand the latter you as a professional at your job.

A character referee should present little difficulty for you, for whatever job youapply for. In the second case however, it is usual to submit your current employer,or if it is a total different area of expertise you are applying for, someone who canvouch for your credentials. Occasionally there may be good reason for you not tooffer your current employer; should this be the case, prepare yourself to be askedwhy.

Look at the job specification and decide who you feel would be best suited, contactthem to ask if they will agree and finally forward information about the job and thecompany to them so they can also prepare themselves on your behalf.

Once having made your decision, include your referees’ full names and titles,addresses, contact details and their relationship to you, i.e. employer, formerteacher, priest, etc. Warning, do not use referees which you have not been in contactwith for many years, a teacher who last taught you 10 years ago, for example.

Photographs

Some people like to attach a passport type photograph of themselves in the topright hand corner of their CV. There are no hard and fast rules on this; it is apersonal choice which may also be influenced by the post advertised.

abrupt (adj) abrupt,springende

glean (vb) indsamlereferee (sb) reference

(ved ansøgning)

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124 Sample CV

Personal

Education

Qualifications

Employment

Languages

Memberships

Interests

Referees

Address

Contact details

Date of BirthNationalitySexMarital Status

SchoolCollegeUniversity

SchoolCollegeUniversity

Part timeFull time

EnglishSpanishGerman

1987 - 19921992 - 19951995 - 1998

GCSEBTEC

1992 - 19951998 - 2000

51 Newbrook RoadMidtown MT3 12XKEngland

tel: 09876 543210e-mail: eva@abcxyz.co.uk31 January 1967Britishfemalesingle

Midtown HighMidtown College of ArtAnytown University

(list of qualifications & grades)HND Art & DesignBA Design Technology

Joe’s Cafe - waitressDesign Studio - designer

mother tonguefluentconversational

Curriculum Vitae

EvEvEvEvEva Ja Ja Ja Ja Jonesonesonesonesones

Member British Designers Association Midtown Athletics Club

Outdoor activities, foreign travel, music, dancing, reading

Character ProfessionalMrs Alice Brown Mr Peter BarlowJustice of the Peace Personnel Manager77 Wheel Drive Design StudioMidtown MT4 6TG 31 Turner Way

Anytown AT8 9GH

tel: 09876 012345 tel: 01234 098765

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125Exercise

Using the information in the chapter as a guide, prepare a CV of andfor yourself.

1. decide on and produce a format for your CV.2. complete it with your personal data.3. check it for accuracy of information, spelling, etc.

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126

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127The Letter of ApplicationProcessFormat

RememberExercise

It is now quite common for a prospective employerto ask for a letter of application to accompany anapplication form. Indeed, in many instancesapplication forms are not used, the employerinstead relying on letters of application, CVs andreferences.

Originally, letters of application were always handwritten, as this gave the employer some idea ofthe applicant’s hand writing skills, neatness, etc.Today, computers have all but taken over butbeware, look to see if the advertisement specificallyasks for a hand-written letter, if so, you must do it.

The letter of application gives you the chance toindicate to the prospective employer the skills andother attributes you have that make you the right

person for the job. Great care must be taken to ensure you understand exactly whatis being asked for in the advertisement. Carefully answer all the points emphasisingthe appropriateness of your skills, achievements and experience.

accompany (vb) ledsage attribute (sb) positiv egenskabneatness (sb) pænhed appropriateness (sb) hensigtsmæssighedbeware (vb) pas på, vær achievement (sb) præstation

varsom medprospective (adj) potentiel, eventuelt

kommende

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128 Process

Carefully read the advertisement and job specification (if there is one) 3 times to:1. get an overview of the total2. gain an understanding of the requirements3. make a note of those points the post demands

for example:

1. role of the job2. special qualifications demanded3. personal qualities4. other, not explicit points but those that can be inferred

It is also a good idea to research the company by checking their website or publicitymaterials. Good ideas for your letter can often be found in this type of material.Should this not happen, all is not lost, for the information gained will be veryhelpful should you get to the interview stage.

Now match your qualifications, experience, etc, against those points. Follow thiswith other relevant information in support of your application that may notnecessarily have been obvious in the advertisement or job description.

Format

A standard business letter layout as shown on page 50 is the normal format forthis type of letter. There is a debate as to whether you should start a letter ofapplication with Dear ..........., or by the use of a ref: (usually the job title andreference number). The choice is yours; personally I prefer and use the latter.

Now it is for you to carefully decide how you are going to arrange your letter andproceed to put it together. Remember to follow the standard format as indicated inthe chapter ‘The Letter’ page 47. The use of computer and word processing softwareis a great help here for it can check the spelling and grammar as you proceed (takecare: the spell check will only identify wrong spellings and not correctly spelt wordsused in the wrong situation, e.g. their - there, hole - whole, etc. Secondly be verywary of the grammar check, it is often wrong). Word processing software also enablesyou to ‘cut & paste’ edit with ease thereby enabling you to formulate the letter withlittle difficulty.

infer (vb) udledegain (vb) skaffe, samlelatter (adj) sidstnævntewary (vb) varsom

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129Once your letter is complete spend some time checking it for:

1. spelling, grammar, logic, format errors2. answers all that is asked for3. all what you want to include

and do not be afraid to ask a friendly pair of eyes to look it over for you.

Remember

this letter is the first impression the prospective employer has of YOU - you haveone chance and one chance only, so make the most of it:

spend thought putting it together and time editing and checking it.

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130 Exercise

The following advertisement appeared in the Hotel and RestaurantJournal; you have been looking for such a job and are qualified for it.Using the advertisement, prepare a letter of application in reply.

General Manager

The Royal Oak Hotel is a privately owned 90 bedroom hotelwith a well established and successful banqueting andconference trade.

Special emphasis on quality and personal service throughout,especially the restaurant and conference operations is thehotel’s mission.

Due to promotion, we now require a general manager withoutstanding qualit ies and a working knowledge of alldepartments of the hotel and restaurant business.

As the position offers opportunities for outstanding personaldevelopment, the successful candidate must have:

• a high level of business skill.• flair in dealing with clients and guests.• be keen to take on responsibility.

A competitive salary and accommodation go with the job.

Please apply in writing to: The Manager, Royal Oak Hotel, HigherEddington Hill, West Horton, Lancashire WH9 7FH.

A specimen answer for the above exercise is to be found on:www.systime.dk under the book’s title: ‘Active Business

Communication’

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131AppendixGlossary

Words and phrases to avoidThe shortened form

The genitiveWhich word shall I use?

A to Z of alternative words

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132 Glossary

The grammatical classification (noun, verb, etc,) and definition given for each word orphrase in this glossary, relates to the text in this book. For a more general and detailedexplanation of any of the given words, it will be necessary to refer to a good dictionary.

Aabbreviation (sb) forkortelseabrupt (adj) abrupt, springendeaccompany (vb) ledsageachievement (sb) præstationacknowledge (vb) svare, at anerkende modtagelseacknowledgement (sb) anerkendelseadapt (vb) tilpasse sigagenda (sb) dagsordenakin to (adj) beslægtet medalbeit (conj) omend, selvomalign left (vb) med lige venstre marginalley (sb) mellemrum mellem spalterallotted (adj) tildeltam (anti meridian) om formiddagen (00.00 - 12.00)ambiguity (sb) uklarhed, dobbelttydighedamendment (sb) forbedring, rettelseappend (vb) vedføje, tilføjeappendix (sb) bilagappropriateness (sb) hensigtsmæssighedapproximately (adv) omkring, cirkaapproximation (sb) skønarmoury (sb) arsenalascribe (vb) tilskriveassimilate (vb) assimilere, tilegne sigattribute (sb) positiv egenskabat your leisure når du har lejlighed til detaudit (sb) revisionauthenticity (sb) autenticitet, ægthedawash with (adj) oversvømmet med

Bbalance sheet (sb) statusopgørelse, årsbalancebeware (vb) pas på, vær varsom medbias (sb) skævhed, forudindtagethedbracket (sb) parentesbreathable (adj) åndbarbrevity (sb) korthedbrief (vb) orientereby the same token når dette er sagt …byword (sb) yndlingsudtryk, ofte brugt udtryk

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133Ccaption (sb) billedtekstcardinal (adj) afgørendecharismatic (adj) karismatiskchatty (adj) snakkesaligchink in one’s armour(sb) svagt punktclaim (sb) påstandclarification (sb) afklaringclarity (sb) klarhedcleanliness (sb) renlighedclue (sb) fingerpeg, tegncluttered (adj) rodetcoherent (adj) sammenhængendecolumn (sb) spaltecommissioner (sb) den, der har bedt om rapportencommissioning (vb) rekvireringcompetency (sb) kompetencecompletion (sb) færdiggørelsecomprehend (vb) forståconceive (vb) udtænke, forstille sigconception (sb) forestilling, opfattelseconcise (adj) kortfattetconfidentiality (sb) fortrolighedconfidently (adv) med selvtillid, i sikker forventning omconfirmation (sb) bekræftelseconglomerate (sb) konglomerat, kæmpekoncernconsider (vb) overvej, gennemtænktcontext (sb) betydningcontextually (adv) kontekstuelt, som fremgår af en sammenhængcontribute (vb) bidragecontingency (sb) eventualitetconvey (vb) kommunikere, videregivecounter argument (sb) modargumentcounterpart (sb) sidestykkecourteous (adj) høfligcrisp (adj) kort og klarcue (prompt) card (sb) cue card, lille kort med stikordcumbersome (adj) uhåndterligcurrency (sb) valuta

Ddecode (vb) dechifreredeletion (sb) sletningdenote (vb) betegnediaphragm (sb) mellemgulvdiary (sb) dagbogdimension (sb) omfangdiploma (sb) diplom (eksamensbevis)discomfort (sb) ubehag

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134 dismissal (sb) afskedigelsedisservice (sb) bjørnetjenestedistinguish (vb) skelne, adskillediverse (adj) forskelligartetdiversification (sb) diversifikation, spredning af interesserdread (vb) frygte

Eeasel (sb) staffelie.g. (exempli gratia – for example) f. eks. (for eksempel)emoticon (sb) emoticon, smiley, f.eks. :-)embarrass (vb) gøre forlegenembellish (vb) pynte, forskønneemulate (vb) efterligne, emulereencode (vb) kodeenquiry (sb) forespøgselenrol (vb) tilmelde sig, indrullereenunciation (sb) (vb) artikulation, artikulereequipment (sb) udstyr, materielessential pre-requisite (sb) absolut forudsætningetc. (et cetera) osv. (og så videre)etiquette (sb) takt og tone, etiketteexhaustive (adj) udtømmendeextended (adj) forlænget

Ffabric (sb) stoffactual (adj) sagligflavour (sb) præg

Ggain (vb) skaffe, samlegibberish (sb) uforståeligt vrøvlgimmick (sb) gimmick, særligt virkemiddelgimmicky (adj) fuld af smarte påfund, smarte gimmicksgrating (adj) raspende

Hharsh (adj) skarpheight of stupidity største tåbelighedhoax (sb) junkmailhospitality (sb) gæstfrihedhyphen (sb) bindestreg

Ii.e. (id est – that is) d.v.s. (det vil sige)illegible (adj) ulæseligimmediacy (sb) umiddelbarhed, aktualitetimpartial (adj) objektiv, upartisk

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135impartiality (sb) objektivitet, upartiskhedimpervious (adj) uigennemtrængeliginaccuracy (sb) unøjagtighedincorporate (vb) inkorporere, omfatteinfer (vb) udledeinitially (adv) i første omganginnuendo (sb) hentydninginstantaneous (adj) øjeblikkeligintegrity (sb) integritet, ubestikkelighedintimidating (adj) afskrækkendeintrusive (adj) påtrængendeinvestigatory (adj) udforskende, undersøgendeitemise (vb) specificere

Jjustify alignment (vb) holde lige margenerjournal (sb) tidsskrift

Kkeyword (sb) nøgleord, stikord

Llatter (adj) sidstnævnte (former (adj) = førstnævnte)lexicon (sb) ordforrådliaison (sb) kontaktlinguistically (adv) lingvistiskliteral (adj) bogstaveliglose the momentum (vb) gå glip af mulighedenlucid (adj) tydelig, klar

Mmail merge (sb) brevfletningmaintain (vb) vedligeholdemaintenance (sb) vedligeholdelsemarketing pitch (sb) salgsfremstødmeat (sb) vigtigt indholdmechanistic (adj) mekanistiskmerit (sb) værdiminutes (sb) referatmodification (sb) modificering, ændringmodify (vb) modificere, ændremodus operandi (sb) fremgangsmådemonotone voiced (adj) tale med ensformig stemmemulti-site (sb) flere adresser

Nneatness (sb) pænhednecessitate (vb) nødvendiggørenuance (sb) afskygning, nuance

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136 Oobligation (sb) forpligtelseobsolete (adv) forældetoffer (sb) tilbudomission (sb) udeladelseomit (vb) udeladeopen season frit spiloption (sb) valg, mulighedoral (adj) mundtligoverriding (adj) altoverskyggende

Ppagination (sb) sidenummereringparamount (adj) altafgørendeparty (sb) partpathology (adj) patologipeculiar (adj) særegenperceive (vb) opfatte, som man kan sepermanency (sb) permanent tilstandper pro (per procurationem) per prokura, forperspective (sb) synsvinkelpersuasive (adj) overbevisendeplagiarise (vb) plagiere, kopierepm (post meridian) om eftermiddagen (12.00 - 00.00)positioning (sb) positioneringpost (vb) udsendeposture (sb) kropsholdningpre-determined (adj) forudbestemtprejudice (sb) fordompre-printed (adj) fortryktprescribe (vb) fastsætte, foreskriveproject (vb) bruge stemmenpromote (vb) fremme, promoverepromotion (sb) promoveringprompt (cue) card cue card, lille kort med stikordprospective (adj) potentiel, eventuelt kommendeprotocol (sb) etiketteproviso (sb) forbehold,pull-quote (sb) udsnit af teksten fremhævet i indramning

Qquotation (sb) pristilbud

Rrange (sb) rækkereadability (sb) læsbarhedreadiness (sb) beredskab, det at være klar tilreasoned (adj) sagligrecipient (sb) modtager

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137rectify (vb) udbedreredeeming (adj) forsonendereferee (sb) reference (ved ansøgning)relay (vb) videresende, transmittere, viderebringereprimand (sb) reprimande, tilrettevisningrequirement (sb) krav, behovrestrained (adj) behersketretention (vb) opbevaringretort (vb) svare skarpt igenretrieval (sb) generhvervelse, det at finde igenridicule (sb) latterliggørelse

Sscroll (vb) scrollescrolled (adj) som man skal scrolle igennemsectionalised (adv) afsnitsinddeltsequenced (adj) i rækkefølgesimultaneously (adv) på samme tidsincerity (sb) oprigtighedshorthand (sb) forkortet form, stenografishuffling (vb) trippenshun (vb) ignoreresimplicity (sb) enkelhedslovenly (adj) sjusketslur (vb) tale sløretsnappy (adj) fængendesnigger (sb) fnisensolicit (vb) anmode om, opfordre tilspeech synthesis (sb) talesyntesesquirming (sb) vriden sig, krympenstate-of-the-art engelsk jargon for ‘nyeste’stationery (sb) papirvarerstock phrase (sb) fast udtrykstrident (adj) skærendestylised (adj) stiliseretsubmit (vb) indsendesubscriber (sb) abonnentsubscription (sb) abonnementsubtle (adj) hårfin, raffineretsubtlety (sb) svært definerbar detaljesupersede (vb) afløse, fortrængesurgical (adj) kirurgisksyntax (sb) syntaks, sætningslære

Ttarget (vb) henvende sig til, rette sig modtargeted (adj) være henvend til, være rettet modtemplate (sb) skabelontender (adj) (sb) øm, tilbud

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138 testimonial (sb) anbefalingtire (vb) at blive træt aftool (sb) værktøj, redskabtopical (adj) aktueltransmission method (sb) forsendelsesmetodetransmit (vb) sendetrial (sb) afprøvning

Uunambiguous (adj) utvetydigunrivalled (adj) uforligneligunsolicited (adj) uopfordretunwary (adj) uforsigtig, ubesindiguppercase (sb) med “store bogstaver”, versaler

Vvalid (adj) brugtvast (adj) enorm, vældigvenue (sb) mødestedverbose (adj) ordrigverified (adj) verificeret, godkendt,verifiable (adj) verificerbarversatile (adj) alsidigversatility (sb) alsidighedviral (adj) virusvisual stimuli (sb) noget der stimulerer øjet, visuelt

præsentationsmateriale el. virkemiddelvocal chord (sb) stemmebånd

Wwaffle (sb) tågesnakwary (adj) varsomwith impunity (sb) ustraffethedwidth (sb) breddewordy (adj) ordrigBETA

139Words and phrases to avoidThe words and phrases below often appear in letters and reports. They can usually beremoved from a sentence without changing the meaning or the tone. In other words,they add nothing to the message. Try leaving them out of your writing. You’ll find yoursentences survive and succeed without them.

• 24/7• a total of• absolutely• abundantly• actually• all things being equal• as a matter of fact• as far as I am concerned• at the end of the day• at this moment in time• basically• current• currently• during the period from• each and every one• existing• extremely• I am of the opinion that• I would like to say• I would like to take this opportunity to• in due course• in the end• in the final analysis• in this connection• in total• in view of the fact that• it should be understood• last but not least• obviously• of course• other things being equal• quite• really• really quite• regarding the (noun), it was• the fact of the matter is• the month(s) of• to all intents and purposes• to one’s own mind• very

© Plain English Campaign 2001

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140 The shortened formFollowing is a list of the more common shortened forms

aren’t are not oughtn’t ought notcan’t cannot shan’t shall notcouldn’t could not she’d she had/woulddaren’t dare not she’ll she willdidn’t did not she’s she is/hasdoesn’t does not shouldn’t should notdon’t do not there’d there had/wouldhadn’t had not there’ll there willhasn’t has not there’s there ishaven’t have not they’d they had/wouldhe’d he had/would they’ll they willhe’ll he will they’re they arehe’s he is/has they’ve they haveI’d I had/would wasn’t was notI’ll I will we’d we had/wouldI’m I am we’ll we willisn’t is not we’re we areit’d it had/would weren’t were notit’ll it will we’ve we haveit’s it is/has won’t will notI’ve I have wouldn’t would notlet’s let us you’d you had/wouldmightn’t might not you’ll you willmustn’t must not you’re you areneedn’t need not you’ve you have

CautionDo not confuse its with it’s, whose with who’s, or your with you’re.

Its is a possessive word like my, your, etc, e.g.• Every country has its traditions.• Every family has its breadwinner.

it’s is the shortened form of: it is - it has.

whose is a possessive word like whom, which, etc, e.g.• Whose is that coat?• Whose decision was it to do that?

who’s is the shortened form of: who is - who has.

your is a possessive e.g.• Is this your coat?• You’ve left your CDs at Mikes.

you’re is the shortened form of: you are.

NB - shortened forms are NOT genitives, the apostrophe merely indicates missing letters.

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141The genitive

The chief meaning of the genitive is POSSESSION,

1. singular - the genitive is made by adding an apostrophe ‘s’ (’s) to the singular formof the noun, - the girl’s books (the books of the girl).2. plural - with most plural nouns, an ‘s’ ending is already there, so the written formadds an apostrophe after the ‘s’, - the girls’ books (the books of the girls).3. irregular plural - in a few irregular plural cases, e.g. men, women, children, the ’sis used, - the men’s books (the books of the men), the women’s guild (the guild of thewomen), the children’s toys (the toys of the children).

It is also used to:express origin – The explorer’s story was very interesting.describe something – it happened on an autumn’s day.measure a period – she took 5 days’ leave.role of the subject – The girl’s enquiry (the girl enquired).role of the object – The prisoner’s release (someone released the prisoner).

The ‘OF’ genitiveThe genitive ‘s’ is only used with personal nouns and the higher animals (those that havegender (male & female), cow/bull, etc.), - the lion’s tail, the bull’s horns, the horse’smouth. All other nouns use the of form - part of the problem, not the problem’s part

Other exceptions are:geographical names – Asia’s future.human activity – my life’s aim & the body’s needs.group genitives – the teacher’s book. (the book of the teacher).

– the teacher of music’s book, (the teacher of music, his/herbook).

independent genitive, occurs when the noun following the genitive is missing, - Jane’scomputer is faster than Joe’s (computer) – the last ‘computer’ isn’t included because it isinferred in the sentence.

special cases, - singular nouns ending with an ‘s’, usually have ’s added, e.g. Mrs Jones’scar, Denis’s football, Dickens’s novels – but some proper nouns borrowed from otherlanguages have only the ‘ added, e.g. Socrates’ work is very profound.

DifficultyMany native speakers have difficulty with the genitive. It is increasingly being omitted inmany instances, especially on maps, road signs, shops and in newspaper headlines,

St Pauls Cathedral – Johns Cafe – St Marks Close, etc.

PhoneticsIn all cases the ending has the same sound, the apostrophe has no effect on the spokenword, - girls, girl’s, girls’, are all pronounced “girls” for example, meaning is inferred fromthe context.

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142 Which word shall I use?

Following is a list of words that are commonly confused and/or used in the wrong situation.Brief explanations accompany each; you are strongly advised, however, to refer to adictionary for a fuller explanation.

accept – exceptaccept - is to agree to receive something or meet someone.

I accept your argument and will talk with her tomorrow.except – means to be excluded from a situation, condition, etc.

All, except those under 18, are eligible to apply.advise – advice

advise – (verb) to inform or notify.She was advised not to travel during the holiday period.

advice – (noun) opinion or recommendation offered about a future action.My advice to you is to think carefully before you decide.

affect – effectaffect – to produce an effect or emotionally effect.

His opinion did not affect her travel plan.effect – the result or consequence of an action.

My advice had no effect on her decision.complement – compliment

complement – things that go together.The wine complemented the meal superbly well.

compliment – an expression of praise.Please give my compliments to the chef.

enquiry – inquiryenquiry – the process of asking or seeking information.

I’ll enquire about that when I get to the office.inquiry – an investigation usually official.

The inquiry revealed shortcomings in the maintenance schedules.form – from (usually a typing error).

form – many definitions: shape, variety, pre-made document, behaviour, etc.‘Please complete the enclosed application form and post to….

from – expresses separation or origin.The request came from a very unusual source.

principle – principalprinciple – fundamental truth or law.

Moral principles prevented him from joining in the debate.principal – first in rank or importance.

She was offered the principal lead in the new production. He wasappointed principal of the new college.

probably - properlyprobably - something that is likely to happen or become true.

It’ll probably rain tomorrow; I’ve just cleaned the windows.properly - something that is accurate, correct, true, etc.

“Speak properly! I can’t tell what you say when you mumble.”

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143quite – quietquite (adverb) – to qualify completely or partially.

I quite agree. She’s quite nice. It’s quite another matter. Howmany?Quite a few.

quiet (adjective) – no sound or motion, not showy.Quiet please, the others need to concentrate.

stationary – stationerystationary (adjective) – not moving, staying in the same place.

He hit a stationary car.stationery (noun) – paper writing materials.

“Where’s the writing paper?” “It’s in the stationery cupboard.”there – their

there – place or position.It’s over there. “Hey! You there. What are you doing?”

their – of or belonging to them.It’s their choice. They took their children to the zoo.

to – too – twoto (preposition) – introducing what is reached, approached or touched.

She went to the bank. He’s gone to get it. It means everything to me.to (verb) – introducing the infinitive.

We eat to live. I want to walk. To boldly go (split infinitive).too (adverb) – indicating extent.

Its too hot for me, is she coming too? It’s too much. Too right.two (number) –

One plus one is two. Put two and two together. It’s two o’clock.where – were

where – position, situation.Where are you going? Where does that take us? Where did you hearthat?

were – (past tense of the verb to be).They were not very happy. We were on our way home.

who - whomwho – (subject - pronoun).

Who was that you were talking with?whom – (object - pronoun).

the man with whom you were talking, works with me.whole – hole

whole (adjective) – uninjured, intact, etc.He worked the whole week. The snake swallowed the rat whole.

hole – an empty space in a solid object.He dug a hole to hide the treasure. When playing golf yesterday, shehit a hole in one.BETA

144 A to Z of alternative wordsReproduced by kind permission of the Plain English Campaign; please visit and use theirwebsite (www.plainenglish.co.uk), it contains many valuable and useful tips.

If you find yourself about to write, type or dictate a word you wouldn’t use in every dayconversation, look it up in the A to Z. You should find a simpler alternative, often therewill be a choice of several, simply pick the one that best fits what you are trying to say.

A(an) absence of no, noneabundance enough, plenty, a lot (or say how many)accede to allow, agree toaccelerate speed upaccentuate stressaccommodation where you live, homeaccompanying withaccomplish do, finishaccording to our records our records showaccordingly in line with this, soacknowledge thank you foracquaint yourself with find out about, readacquiesce agreeacquire buy, getadditional extra, moreadjacent next toadjustment change, alterationadmissible allowed, acceptableadvantageous useful, helpfuladvise tell, say (unless you are giving advice)affix add, write, fasten, stick on, fix toafford an opportunity let, allowafforded givenaforesaid this, earlier in this documentaggregate totalaligned lined up, in linealleviate ease, reduceallocate divide, share, add, givealong the lines of like, as inalternative choice, otheralternatively or, on the other handameliorate improve, helpamendment changeanticipate expectapparent clear, plain, obvious, seemingapplicant (the) youapplication useappreciable large, greatapprise inform, tell

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145appropriate proper, right, suitableappropriate to suitable forapproximately about, roughlyas a consequence of becauseas of the date of fromas regards about, on the subject ofascertain find outassemble build, gather, put togetherassistance helpat an early date soon (or say when)at its discretion can, may (or edit out)at the moment now (or edit out)at the present time now (or edit out)attempt tryattend come to, go to, be atattributable to due to, because ofauthorise allow, letauthority right, power, may (as in ‘have the authority to’)axiomatic obvious, goes without saying

Bbelated latebeneficial helpful, usefulbestow give, awardbreach breakby means of by

Ccalculate work out, decidecease finish, stop, endcircumvent get round, avoid, skirt, circleclarification explanation, helpcombine mixcombined togethercommence start, begincommunicate talk, write, telephone (be specific)competent able, cancompile make, collectcomplete fill in, finishcompletion endcomply with keep to, meetcomponent partcomprise make up, include(it is) compulsory (you) mustconceal hideconcerning about, onconclusion endconcur agreecondition rule

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146 consequently soconsiderable great, importantconstitute make up, formconstrue interpretconsult talk to, meet, askconsumption amount usedcontemplate think aboutcontrary to against, despitecorrect put rightcorrespond writecosts the sum of costscounter againstcourteous politecumulative added up, added togethercurrently now (or edit out)customary usual, normal

Ddeduct take off, take awaydeem to be treat asdefer put off, delaydeficiency lack ofdelete cross outdemonstrate show, provedenote showdepict showdesignate point out, show, namedesire wish, wantdespatch or dispatch send, postdespite the fact that though, althoughdetermine decide, work out, set, enddetrimental harmful, damagingdifficulties problemsdiminish lessen, reducedisburse pay, pay outdischarge carry outdisclose tell, showdisconnect cut off, unplugdiscontinue stop, enddiscrete separatediscuss talk aboutdisseminate spreaddocumentation papers, documentsdomiciled in living indominant maindue to the fact of because, asduration time, lifeduring which time whiledwelling home

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147Eeconomical cheap, good valueeligible allowed, qualifiedelucidate explain, make clearemphasise stressempower allow, letenable allowenclosed inside, with(please find) enclosed I encloseencounter meetendeavour tryenquire askenquiry questionensure make sureentitlement rightenvisage expect, imagineequivalent equal, the sameerroneous wrongestablish show, find out, set upevaluate test, checkevince show, proveex officio because of his or her positionexceptionally only when, in this caseexcessive too many, too muchexclude leave outexcluding apart from, exceptexclusively onlyexempt from free fromexpedite hurry, speed upexpeditiously as soon as possible, quicklyexpenditure spendingexpire run outextant current, in forceextremity limit

Ffabricate make, make upfacilitate help, make possiblefactor reasonfailure to if you do notfinalise end, finishfollowing afterfor the duration of during, whilefor the purpose of to, forfor the reason that becauseformulate plan, deviseforthwith now, at onceforward sendfrequently often

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148 furnish givefurther to after, followingfurthermore then, also, and

Ggenerate produce, give, makegive consideration to consider, think aboutgrant give

Hhenceforth from now on, from todayhereby now, by this (or edit out)herein here (or edit out)hereinafter after this (or edit out)hereof of thishereto to thisheretofore until now, previouslyhereunder belowherewith with this (or edit out)hitherto until nowhold in abeyance wait, postponehope and trust hope, trust (but not both)

Iif and when if, when (but not both)illustrate show, explainimmediately at once, nowimplement carry out, doimply suggest, hint atin a number of cases some (or say how many)in accordance with as under, in line with, because ofin addition (to) and, as well as, alsoin advance beforein case of ifin conjunction with and, within connection with for, aboutin consequence because, as a resultin excess of more thanin lieu of instead ofin order that so thatin receipt of get, have, receivein relation to aboutin respect of about, forin the absence of withoutin the course of while, duringin the event of/that ifin the majority of instances most, mostlyin the near future soonin the neighbourhood of about, around

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149in view of the fact that as, becauseinappropriate wrong, unsuitableinception start, beginningincorporating which includesincurred have to pay, oweindicate show, suggestinform tellinitially at firstinitiate begin, startinsert put ininstances casesintend to willintimate say, hintirrespective of despite, even ifis in accordance with agrees with, followsis of the opinion thinksissue give, sendit is known that I/we know that

Jjeopardise risk, threaten

L(a) large number of many, most (or say how many)(to) liaise with to meet with, to discuss with, to work with

(whichever is more descriptive)locality place, arealocate find, put

Mmagnitude size(it is) mandatory (you) mustmanner waymanufacture makemarginal small, slightmaterial relevantmaterialise happen, occurmay in the future may, might, couldmerchandise goodsmislay losemodification changemoreover and, also, as well

Nnegligible very smallnevertheless but, however, even sonotify tell, let us/you knownotwithstanding even if, despite, still, yetnumerous many (or say how many)

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150 Oobjective aim, goal(it is) obligatory (you) mustobtain get, receiveoccasioned by caused by, because ofon behalf of foron numerous occasions oftenon receipt of when we/you geton request if you askon the grounds that becauseon the occasion that when, ifoperate work, runoptimum best, idealoption choiceordinarily normally, usuallyotherwise oroutstanding unpaidowing to because of

P(a) percentage of some (or say what percentage)partially partlyparticipate join in, take partparticulars details, factsper annum a yearperform dopermissible allowedpermit let, allowpersonnel people, staffpersons people, anyoneperuse read, read carefully, look atplace putpossess have, ownpossessions belongingspractically almost, nearlypredominant mainprescribe set, fixpreserve keep, protectprevious earlier, before, lastprincipal mainprior to beforeproceed go aheadprocure get, obtain, arrangeprofusion of plenty, too many (or say how many)(to) progress something (replace with a more precise phrase saying what

you are doing)prohibit ban, stopprojected estimatedprolonged long

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151promptly quickly, at oncepromulgate advertise, announceproportion partprovide giveprovided that if, as long asprovisions rules, termsproximity closeness, nearnesspurchase buypursuant to under, because of, in line with

Qqualify for can get, be able to get

Rreconsider think again about, look again atreduce cutreduction cutreferred to as calledrefer to talk about, mention(have) regard to take into accountregarding about, onregulation rulereimburse repay, pay backreiterate repeat, restaterelating to aboutremain stayremainder the rest, what is leftremittance paymentremuneration pay, wages, salaryrender make, give, sendrepresent show, stand for, berequest ask, questionrequire need, want, forcerequirements needs, rulesreside liveresidence home, where you liverestriction limitretain keepreview look at (again)revised new, changed

Ssaid/such/same the, this, thatscrutinise read (look at) carefullyselect choosesettle paysimilarly also, in the same waysolely onlyspecified given, written, set

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152 state say, tell us, write downstatutory legal, by lawsubject to depending on, under, keeping tosubmit send, givesubsequent to/upon aftersubsequently latersubstantial large, great, a lot ofsubstantially more or lesssufficient enoughsupplement go with, add tosupplementary extra, moresupply give, sell, delivery

T(the) tenant youterminate stop, endthat being the case if sothe question as to whether whetherthereafter then, afterwardsthereby by that, because of thattherein in that, therethereof of thatthereto to thatthus so, thereforeto date so far, up to nowto the extent that if, whentransfer change, movetransmit send

Uultimately in the end, finallyunavailability lack ofunder noted the followingundersigned I, weundertake agree, promise, douniform same, similarunilateral one-sided, one-wayunoccupied emptyuntil such time untilutilisation useutilise use

Vvariation changevirtually almost (or edit out)visualise see, predict

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153Wways and means wayswe have pleasure in we are glad towhatsoever whatever, what, anywhenever whenwhereas butwhether or not whetherwith a view to so thatwith effect from fromwith reference to aboutwith regard to about, forwith respect to about, forwith the minimum of delay quickly (or say when)

Yyou are requested pleaseyour attention is drawn please see, please note

Zzone area, region

© Plain English Campaign 2001

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154

Acknowledgements

Special thanks go to Mai-Britt F Nielsen for her generous comments, suggestionsand support. To my ever patient but extremely supportive editor Birte AnnetteNørregaard. Pia O S Christensen for the wonderful sketches that bring the text tolife. The Plain English Campaign for kindly allowing me to reproduce some of theirmore relevant pages. And lastly, my wife Christina for patiently listening andproof reading.

Aalborg 2008Michael Pierce BEd(Hons) MA

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