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7. Business Writing Essentials (page)a. About business writing b. Inclusive Language (page and PDF) *c. Pyramid Principle (page and PDF) *d. Citations (with links to library, Emory style guide)e. Visual Aids (page and PDF) *f. Emails (page and PDF) g. Memos (page and PDF)h. Executive Summary (page and PDF ) *i. Press Release (page and PDF) *j. Job-Seeking Resources/Guides(page)

i. Resumes (page and PDF; link to career services?) *ii. Cover Letters (page and PDF; link to career services?)iii. Interviews (page and PDF; link to career services?) * iv. Follow-Up Letter/E-mail (page and PDF; link to career services?) *v. Links to Search Sites (page)

7. Business Writing Essentials

What exactly is “business writing,” and how does it differ from academic writing or other forms of composition? In this section, you will find an overview of the business writing approach to language, structures of information, and presentation of visual aids. You will also find information on resumes and cover letters, and how to make the best professional first-impression for potential employers.



7.A. ABOUT BUSINESS WRITING

In a business setting, writing leads to action. Business writing is stripped of hyperbole and clichés, and focuses on the essential points that will accomplish the desired action. As such, information should be organized into a clear and concise message with little “filler language” or jargon. If your message includes a heavy amount of details or technical instructions, you should use bullet points and lists. If your message includes questions and requests, you should use a polite yet direct tone.

Through organized and polished composition, the writer presents a persona that is focused, confident, and conscientious. In addition, the writer provides the reader with enough information to respond or act appropriately, which increases efficiency.

Business Communication versus Academic Writing

There are many aspects of academic writing that is applicable within business writing; however, there are some noticeable differences that writers should keep in mind when composing in an academic or business setting. Below are some specific differences between academic and business writing:

Business Communication Academic Writing

Purpose Action PersuadeAnalyzeInform

Audience Limited time (→concise)Dedicated to productivityFocused on company, tasks, and trade

Has dedicated reading timeCritical-thinking skillsWide knowledge of various subjects

Personal Pronoun Acceptable Restricted

Voice Active voice Active voice is preferredPassive voice is acceptable (according to discipline)

Message Development Simple, concrete languageShort sentencesOrganized by importanceHigh skim value

Complex languageLonger sentences are acceptableEmphasizes the development of conceptsReferences to multiple sources, such as scholarly publications

Tools Bullet points and enumerated statementsIn-text data chartsHeaders and “subject” lines

Footnotes, endnotes, and citationsAppendicesMain and chapter titles

Formatting Blank space between paragraphsBold, italics, and underline for clarity

Indented paragraphs

Organization Minto Pyramid Minto Pyramid



Tone Pleasant and positive

The differences listed above are not definitive for every written project. Each situation should be approached individually, and can incorporate aspects of both business and academic writing. The key to good communication is to evaluate the needs, backgrounds, and knowledge of the intended audience; deliberately compose your message according to the needs of the audience; and clearly state the desired action.

For advice in determining the best use of business communication skills, contact Goizueta’s Business Writing Center (BWC) for an appointment. [link]

The Composition Process

1. Before drafting the message, think about your audience. Consider the following questions: What does this person already know about the current topic? What does this person not know?How will the audience react to my message?

Answering these questions will decide the tone and amount of information to include in your message.

2. Think of the single-most important message you are trying to convey and consider that as your key message. “Think of your key sentence as the one you’d shout if you had three seconds to get your most important message across to someone driving by” (Turk, 25).

3. What does the reader need to know to support your message? List these points and group them together into logical categories.

4. Introduce these points and provide a context for including them in your message. Each paragraph should lead with a summary sentence (Turk, 43).

[To be completed]



7.B. INCLUSIVE LANGUAGE

Inclusive language does not use gender-restrictive words, and is open to the wide array of readers, their backgrounds, and demographics.

The most common business writing mistakes regarding inclusive language are the use of the word “he” as a generic pronoun and the word “man” as a generic term for human being. The following guidelines will help you avoid exclusive language and inappropriate word choices.

“He” as a Generic Pronoun

In general, avoid “he/she” and “s/he” entirely. Use “he” or “she” and “her” or “him” only when absolutely necessary.

Try one of these replacements in a sentence:

Example: Every worker must wear his or her hard-hat.

· Convert to plural: All workers must wear their hard-hats.· Use second-person: Wear your hard-hat.· Replace the pronoun (he) with an article (a, an, or the): Each worker must wear a hard-hat.

“Man” as a Generic Term for a Human Being

Replacing the generic term “man” is not always easy. For example, referring to a “manhole cover” as a “personhole cover” doesn’t make sense, and “sewer-hole cover” is not much better.

Resolving Gender Exclusive Language

Below are four erroneous means of reference and correct alternatives to resolve gender exclusivity:

1. Words that exclude women.chairman → leader policeman → police officer

2. Words that exclude men.stewardess → flight attendant actress → cast member



3. Words that collectively include men and women but imply only men.manpower → human resources forefathers → ancestors

4. Words that call inappropriate attention to gender.lady lawyer → lawyer male nurse → nursefemale construction supervisor → construction supervisor

Make titles, names of positions, occupations, and common references gender-inclusive. Here are some examples, many of which are actually more specific than the inappropriate version:

Avoid Revised

businessman worker, manager, executive

coed student

congressman congressional representative

delivery man delivery driver

draftsman drafter

fireman firefighter

foreman supervisor

housewife homemaker

husband, wife spouse

mailman mail carrier, letter carrier

man-hours staff-hours

mankind human beings, humanity, people

man-made manufactured, artificial,



synthetic

manpower staff, human resources

newsman reporter

repairman service technician

saleslady, salesmansales associate, clerk, salesperson, sales representative

spokesman representative, advocate, spokesperson

waiter, waitress server

watchman guard, security officer

workman laborer, worker

Adapted from CrossTalk: Communicating in a Multicultural Workplace, by Sherron Bienvenu Kenton and Deborah Valentine, Prentice Hall, 1997.



7.C. MINTO PYRAMID

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7.D. CITATIONS

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7.E. VISUAL AIDS

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7.I. EMAILS

Email communication is a valuable and essential tool in the workplace; however, digital composition can also prove problematic, for many reasons. To write clear, concise, and professional emails, we suggest that you A.R.M.O.R. your message.

AUDIENCEWhen writing to anyone who is not a close friend, use a professional email format. Professors, teacher assistants, advisors, deans, coworkers, potential employers, and professional contacts should receive emails that are just as respectful as a face-to-face conversation. Throughout the composition process, keep in mind the following questions:

- What does the reader already know?- What does the reader need to know?- How will this person react to this email?

You speak differently in a work setting than with your friends, so why should your writing be any different? Your professional writing should be seen as yet another tool to present a respectable, competent image of yourself to others.

REASONWhat is the reason for your email? Condense this reason into one sentence and make this your topic sentence. Realize that the purpose of an email can be boiled down to three reasons:

1. Prompting Action — e.g. scheduling a meeting, delegating tasks within a group project2. Requesting Information — e.g. clarifying assignments, tasks, or the required texts for a class3. Providing Information — e.g. introducing yourself to a potential employer, changing the date/time for an event

MESSAGEWhen you determine the reason, consider the audience and how your message will be received. Often, when requesting action of the recipient, we wish to not come across as overbearing, and the message becomes clouded by niceties. Avoid the ambiguity. If you are requesting something of the reader, state your question in a clear, respectful, and polite tone. Convey this message in the first or second sentence of the email. Additionally, boil down this sentence into three or four words, and use this refined statement as the “subject” line of the email.

Some additional tips:- Avoid abbreviated phrases (“RU” for “are you”)- Resist the urge to use exclamation marks “!”- Never use emoticons. :)- Always proofread your message. Read the email out loud to catch errors that ‘auto-correct’ missed or ‘auto-incorrected.’



- Remember: Errors are akin to sloppiness.

ORGANIZATIONWhile drafting your email, organize your message so that your audience reads the most important information first. This approach acknowledges that the recipient is a busy worker, and will prompt a faster response. (Sometimes, a lengthy, verbose message will receive no response at all.)

RELY

[To be completed]

Email ChecklistBefore sending your email, consider the following:

□ Emory email account□ Font Color: Black or Emory Blue□ Font Size: 10-12pt□ Font Style: Times New Roman or Arial□ Informative Subject Line□ Salutation: “Dear Mr. Jones:”

[Salutation]

[Topic Sentence]

[Reason]

[Supporting Info]

[Closing]

[Full Name]

[Title, if applicable]

[Contact Info]

Dear Professor ___________:

Think of your first line of text as a topic sentence, providing context for the actual message. By the second sentence, you should clearly and politely state your request for action or information, or provide information. Give additional, supportive information and thank the recipient for their time, effort, or contributions.

Sincerely,

Emory Student

Club President

[email protected]



□ Closing: “Sincerely,”□ Signature (full name)□ Contact Information□ Respectful Tone□ Correct Spelling□ Appropriate Grammar□ No emoticons or exclamation points (!)□ Acknowledge any attachments



7.G. MEMOS

In most modern businesses, e-mail has replaced the memo. However, the familiar "To, From, Subject, Date" format is still useful in writing short, informative reports. Additionally, utilizing headings and titles is a powerful way to increase skim value and clarity. Consider using the STARR model to focus your message and heighten readability:

SITUATION – Provide brief background information that describes the environment and details any relevant history. Include time, location, and your job description.

TASK – Describe the task or project. (Situation and Task headings can be combined.)

ACTION – Explain the action you took. Make sure to emphasize the process.

RESULTS – Detail the results of your action. Mention any refinements that were made to your approach.

RECOMMENDATIONS – Include talking points, action statements, or suggestions that will guide management in a future project. Address any counterarguments or possible alternative methods to approach the situation.

1. Sample STARR Memo 1 (Word) (PDF)2. Sample STARR Memo 2 (Word) (PDF)3. Sample STARR Memo 3 (Word) (PDF)4. Sample STARR Memo 4 (Word) (PDF)



7.H. EXECUTIVE SUMMARY

The executive summary (executive overview, epitome, management summary, or management overview) is an abridged version of a longer document, often condensed into one or two pages, and prefaces the full report.

These summaries are written for project managers who do not have enough time or technical knowledge to read the entire, full-length document. Executive summaries provide a broad understanding of the projects and how they fit together into a coherent whole. As a result, the one-page executive summary has become standard for documents under 20 pages.

To address the special needs of managers, the executive should utilize a two-part structure. Each of these structures can be broken down into other components, depending upon the needs of your message:

1. Background & OpportunitiesRecognizing that the manager is not as experienced in the highly-technical field as the author, a brief history is provided, including relevant statistics and contexts. The specific problem or opportunity is explicitly stated:What was not working, or not working effectively or efficiently? What potential modification of a procedure or product had to be analyzed?

2. Methods, Major Findings & ImplicationsManagers are not concerned with the intricate details of a project. They assume that work was conducted professionally and competently. As such, methods rarely receive more than one or two sentences. Conclusions and recommendations are the major concerns of a project manager. Each should be discussed in a full paragraph.

Example

You are working in the research-and-development (R&D) division of an automobile manufacturer which has created a composite material that can replace steel in engine components. This innovation has far-reaching effects throughout the company and industry.

Before drafting your message, consider your audience. A longer, more technical report will focus on answering the following questions:

How was the composite devised?What are its chemical and mechanical structures?What are its properties?



As you might imagine, these answers would span a great amount of text, diagrams, and charts. More importantly, one writes such a document for an audience with a technical and scientific background. Executives, on the other hand are less concerned about chemistry than about how this project can help them make a better automobile for less money. The executive summary should then focus on managerial implications, such as:

Why is this composite better than steel?How much do the raw materials cost? Are they readily available?How difficult is it to make the composite?Are there physical limitations to the amount we can make?Is the composite sufficiently different to present any legal problems?Does the composite have other possible uses in cars?

Now that you’re oriented to the needs of the audience, write a draft of the executive summary using headings that follow the two-part structure mentioned earlier:

Background. Specifically address costs and savings. Show totals for monthly and yearly losses.

Opportunities. Quantify percentages to give your readers a good understanding of what motivated your study.

Methods. All the details on your methodology should be included within the longer report, but in the executive summary, include only a brief description.

Findings. Describe the findings in accordance with your readers’ needs. If your readers understand your subject sufficiently and want to know your principal results, provide them.

Conclusions. Describe or list your recommendations based on your findings.

When you are finished with the draft, ask someone who is not involved with the project to read your executive summary. What questions do they ask? Where does the document become jumbled with technicalities? Are the findings and implications clearly expressed? These questions will guide your process of revision.

Finally, place the executive summary before the body of the report and list it in the table of contents.



Below, you will find examples of well-designed executive summaries written by former BA students at the Goizueta Business School.

1. Executive Summary 1 (Word) (PDF)2. Executive Summary 2 (Word) (PDF)3. Executive Summary 3 (Word) (PDF)4. Executive Summary 4 (Word) (PDF)

Adapted by Deborah Valentine from Technical Communication: Situations and Strategies, 4th Ed., by Mike Markel, St. Martin’s Press, New York, 1996.



7.I. PRESS RELEASE

A press release (news release) is one of the primary public relations vehicles to communicate news and information to the media. Today, journalists receive a tremendous volume of releases each week, many of these are deleted or marked as spam. In order to ensure that your press release is read and used, you need to capture the journalist's attention and provide a story that writes itself.

10 steps for writing a successful press release:

1. Use a creative headline that grabs the journalist's attention. Keep the headline short, edgy, and descriptive.

2. Put the most important information at the top. The journalist should be able to tell what the release is about from the first paragraph. Otherwise, they probably won't read further.

3. Avoid hype and unsubstantiated claims. Journalists receive "pitches" every day, so stick to the facts and provide specific information.

4. Be active and to the point. Use active voice [link] and clear language that will excite the reader.

5. Keep the release short: 1 or 2 pages only. The goal of the press release is to engage the journalist. Once the journalist is interested, you can provide more in-depth information through additional correspondence.

6. Avoid jargon, especially when detailing the technology industry. Don't alienate new journalists or readers by using unfamiliar terminology or acronyms. Keep it simple.

7. Highlight the benefits. Instead of hype (best, most, first), explain how people will benefit (save time, save money).

8. Be specific. Don't rely on generalities to attract journalists' interest. Instead, give specific examples and details why the product or announcement is important.

9. Include contact information to ensure follow-up information or interviews.

10. Proofread. Read the document out loud in order to refine grammar, flow, sentence length, and coherence. Ask someone unrelated to the project to read through the release. Adapt the document to reflect any ambiguities or questions that person might have.



7.J. JOB-SEEKING RESOURCES

One of the most important tasks of the business writer is designing cover letters and resumes. In this section, we've provided guidance and examples. In addition, you'll see links to other sites with job search information.

First Impressions:

- Resumes [link]- Cover Letter [link]- Interviews [link]- Follow-up Letter [link]

Links to Search Sites [link, or listed below]



7.J.I. RESUMES

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7.J.II. COVER LETTERS

The goals of your cover letter are to make a professional first impression, contextualize your resume, and to secure an interview. While the resume details your experience, the cover letter introduces you and relates your experiences directly to the job for which you are applying. To create an effective cover letter, consider the following guidelines:

Original Compose an original letter for each position application. Don't make the mistake of using a generic cover letter to introduce yourself to all potential employers. Recruiters and human resources specialists can spot a generic cover letter, and they may assume that you do not want the job enough to write an original letter.

Targeted Interpret the information on your resume to match the requirements of the job. For example, if the job description asks for a candidate with a CPA or equivalent experience, describe how your accounting experience qualifies you for the position.

SpecificIf possible, address your cover letter to a specific person. If you are responding to an advertisement, avoid the outdated "To whom it may concern" or "Dear Sir or Madam." Instead, do some research to discover the name and position title of the decision-maker. If you cannot find a name or title, use the AMS Simplified format [link] and skip the salutation entirely. After your address, double space and begin your text as illustrated in Employment Package 3 [link].

Also, indicate your source or where you found the job opening (referral by current employee, online, job fair, etc.).

BriefYour cover letter should be one page. No longer. Remember that a hiring manager has only a brief amount of time to read through dozens, if not hundreds of cover letters.

Benefit-Oriented Translate your experience into your qualifications for the job and detail the contributions you can make. For example, if you apply for a job in business communication, tell your potential employer about your experience producing effective business letters, proposals, and making professional presentations rather than simply stating that you have completed coursework in communication and business writing.

Interest in the Job Discuss why you are interested in the particular job and organization, specifically. Research the position and the company and relate your qualifications to the company's needs or mission.

Next Steps



Clarify your available dates and times for an interview. Specifically ask for the interview. Take a pro-active approach and tell your reader that you will contact him or her on a specific date.

Demonstrate Business Writing Skills Use the cover letter as an opportunity to demonstrate your strong writing skills through the use of document design, active voice, and strong communication strategy.

By following these guidelines, you can create a cover letter that complements your resume and gets you the interview by matching your skills and experience to the requirements of the available position.

1. AMS Simplified Cover Letter (Word) (PDF)

1999 by Molly Epstein, Management Communication, Goizueta Business School, Emory University, Atlanta, Georgia. For more information, send e-mail to [email protected]



7.J.III. INTERVIEWS

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7.J.IV. FOLLOW-UP LETTERS / EMAILS

Complete your positive, professional impression by following-up your interview with a letter that reiterates your qualifications and interest in the job. A well-strategized and effectively written follow-up letter will create a professional impression that can give you the competitive edge.

Timing Write and mail your letter to the interviewer within 24 hours of the interview. Hand delivering your note lets your interviewer know that your interest level is high.

Format Either a handwritten or typed letter of thanks is appropriate. Write your letter by hand if your penmanship is very legible, you have personalized stationery, or your note is brief. Otherwise, a typed letter is a better option.

Content The content of your letter is a very personal decision. Base this decision on the rapport you established with the interviewer and the formality of the interview. Consider the following suggestions:

- Identify Yourself . Remember that your interviewer may have spoken to many people in the same day. To help the interviewer remember you, mention any topics that helped establish rapport, such as shared hobbies, hometown, etc.

Example: If you and the interviewer both sold subscriptions to the local newspaper while in college, remind him of this commonality and the conversation you had about it -- "I'm pleased to learn that the persistence and persuasion I learned selling subscriptions to the Daily News is so valuable in the business world. "

- Sell Yourself . Reiterate why you are a good candidate for the job using specific examples from your experience. During the interview, you may have learned more detail about the available position, so relate your qualifications to the job description.

Example: "My four years of experience as assistant manager at Blimpie's qualifies me to successfully manage Houston's. I hired, trained, and managed a staff of four, estimated and ordered all supplies, and worked within strict franchise guidelines "

- Fill in the Blanks . Tell the interviewer anything you left out. During the interview, you may get sidetracked and forget to mention something about yourself that you really want your interviewer to know. If so, the follow-up letter is your chance to do it.

Example: During the interview, your interviewer talked enthusiastically about the importance of teamwork, but you didn't get a chance to mention your experience as a team player. "Your insight on how an effective team works makes me realize how fortunate I am to have been part



of the Hands on Atlanta team. As a volunteer with carpentry experience, I was assigned to a team responsible for repairing roots . . . [proceed with example]. "

- Restate your Interest . Naturally, employers are hesitant to make offers to candidates who may not accept. Reassure the interviewer of your interest and cite any specific reasons you may have for wanting the position.

Example: "XYZ's corporate environment, reputation, and everyone I met during my interview process make me even more enthusiastic about joining the company. XYZ's plan to recycle discarded tires and make affordable electricity available to all residents of the township perfectly coincides with my personal philosophy toward maximizing our recyclable resources. Please consider me as a candidate for [the position]. "

- Establish Next Steps . Clarify who will make contact. If your interviewer specified a certain date or time he/ she plans to make a hiring decision and contact you, mention this in your letter. If your interviewer did not mention any specifics, be pro-active and let him/her know you will make contact after a reasonable amount of time. Be specific about when you will contact your interviewer, and then make sure you follow up!

Example: ''I look forward to hearing from you after you complete interviews the first week in February, " or "As you suggested, I will contact you the first week in February. "

- Clarify Details . If you are fortunate enough to receive an offer during an interview, clarify the details of the offer in your follow-up letter. The intense setting of an interview combined with the excitement of an offer may be so overwhelming that the details of the offer become unclear. Use your notes to help you reiterate the specifics of the offer in your follow-up letter and ask your interviewer to confirm them. Remember, take as much time as you need to make a decision about an offer.

Example: "As you mentioned during our meeting, the financial analyst position you offered begins on January 5, 2000 with a starting salary of $40,000 and raise eligibility at my six-month review. I will call you Tuesday to confirm that these details are accurate and, in addition, I will make a decision about the position by Friday. "

Note: Remember to ask your interviewer for a business card so you know where to send the letter.

1999 by Molly Epstein, Management Communication, Goizueta Business School, Emory University, Atlanta, Georgia. For more information, send e-mail to [email protected]



7.J.V. LINKS TO SEARCH SITES

- Goizueta Business Library Job Research- Emory's Career Research Center - Monster.com- Wetfeet.com- Flipdog.com- Jobtrack.com - College of Healthcare Information Management Executives - 6 Figure Jobs - Exec-U-Net - Netshare - Search Base - Search Bulletin - SIRC - Atlanta Computer Jobs - Atlanta Job Search - Atlanta Job Resource Center - Atlanta’s Preferred Jobs - Career Guide Atlanta & Southeast - Georgia Careers - Work Atlanta - Vet Jobs

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