Copyright 2009. Kogan Page. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. 9 Writing e-mails Setting standards: corporate policy It undoubtedly makes a great deal of commercial sense for companies to have a policy regarding e-mails and text messages. They often use a checklist of questions that are likely to help, such as:  Is e-mail our preferred mode of corporate communication or corporate writing?  Otherwise, when should staff write e-mail?  Do we have a corporate style, format, font, point size?  Do we use UK or US English spelling, or a variant?  Are there subjects that are off-limits in e-mail?  Do we instruct all staff on how to write English for business? EBSCO Publishing : eBook Academic Collection (EBSCOhost) - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA AN: 295345 ; Talbot, Fiona.; Executive Writing Skills for Managers : Master Word Power to Lead Your Teams, Make Strategic Links and Develop Relationships Account: wgc1.main.ehost 116 Executive writing skills for managers  Are staff encouraged to ask for help when they are not sure?  Do we foster a positive culture and a supportive environment?  What do we do when we see that people are making mistakes when writing English for business?  Are managers willing to help?  Do we have an induction handbook that sets out these points? Monitoring policy If you decide to implement a policy you do, of course, need to monitor it and update it regularly. This is especially important as new channels for writing on the internet are opening all the time. Facebook, MySpace, Linked In are established as I write, but new sites are continuously appearing and staff may be using these in work time. Employers may not be aware that they can be held vicariously responsible in law for the acts of employees who access these sites at work. If any comments that staff post are found to be libellous, then employers may face financial consequences should damages be awarded to the person or company against whom the defamatory writing is directed. Naturally this also applies if any senior employee of a company were to write or authorize defamatory writing about a competitor. Subjects that staff should know are off-limits in e-mail and text messages As a manager, you need to know (and ensure that that your staff know) that certain topics should not be covered in EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Writing e-mails 117 e-mails. Drawing up a general policy can help make both existing and new staff aware that they must not write e-mails or text messages that:  refer to age, disability, sexual, racial, religious or ethnic topics which may be considered to be discriminatory in nature;  refer to anything that could potentially be classed as libel, or otherwise lead to legal action;  deliver bad news. This is a starting point; you will have other topics to include in your organization. How e-mails can impede performance Passing e-mails on: avoiding the ‘black hole of inaction’ Many companies are noticing how injudicious use of e-mails can lead to new problems in the workplace. In the past, staff perhaps more easily understood what problems were theirs to solve. Any associated paperwork was clearly visible in a pending tray on their desk, until sorted and filed. However, when staff receive e-mails that set out problems, it is just so easy to forward this to someone else and assume they will then deal with it, without ever actually checking that they do. This is what I mean by e-mails leading to a ‘black hole of inaction’. When we exchange details of a problem by passing an e-mail on, we may lose sight of that problem, whether intentionally or not. It all too often means that the problem EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 118 Executive writing skills for managers remains not only unsolved, but effectively lost in the ether. This is business inefficiency in the extreme. Avoid using e-mails to pass over your responsibility for dealing with issues and completing all necessary actions. Even if you press ‘delete’, e-mails can come back to haunt you In e-mail’s infancy, writers tended to see it as transitory casual conversation that required speed of response. They wrote something, pressed the ‘send’ button, then pressed ‘delete’ to empty the folder and that was the job done, until the next time. Today’s writers know that this is simplistic. Even if you think you have deleted things at your end, receivers may be printing your e-mails and using them as evidence (even against you). People have lost jobs over this and cases have gone to litigation. What are the common traps that can trip you up when you write e-mails, even despite your best intentions? The following crop up regularly:  Speed can lead you into mistakes in meaning or spelling or grammar, especially if English is not your first language.  Reacting too quickly may mean you do not write a fully considered reply and there may be far-reaching consequences that you should have anticipated.  Replying in the heat of the moment may mean you write things you regret.  Failing to understand that e-mail is not conversation (though it may seem that way) can mean you use English idiom, nuances and irony that are not appropriate for emails (as your reader cannot check what you mean and may misunderstand or even be offended). EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Writing e-mails 119 Write it only if you are prepared to (and can) say it I have heard it suggested that the computer screen of everyone who writes e-mails for business should have a sign at the top, saying ‘Don’t send it without thinking about it first. And don’t write anything that you would not feel able to say to its reader.’ I would like to add something else as well: do not write it if you cannot pronounce it. Writers sometimes trap themselves by choosing a word that they cannot pronounce. The trouble is, they may have to read it out loud at a future date, for example in a presentation. A practical example Let’s say you are a non-NE writer who works in human resources. It is often the case that you may find it difficult to pronounce the word ‘human’. Saying ‘HR’ might be easier for you, unless it is simply the letter ‘‘h’ that is hard for you to pronounce. Then you might be better off describing which area you work in: learning and development, pensions and so on; maybe even personnel in general. There are always solutions: the English language will always be able to provide you with alternative words that you will be able to pronounce, so write those instead. Tone and etiquette Time and time again, people complain about how annoyed they are by poor tone (and lack of manners generally) in business writing today, most specifically in e-mails. On the EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 120 Executive writing skills for managers one hand, some readers view some e-mail messages as overly casual in style, where writers regard e-mail as conversation. On the other hand, other writers’ messages can be interpreted as cold and impersonal if they have cut out words that would convey conversational tone. It is quite a challenge, therefore, to convey the right tone for all your readers at any given time. Practical examples Compare and contrast the tone in these extracts from real-life e-mails: ‘Why haven’t you done what I asked you yesterday?’ (overly direct) ‘Thanks loads ’ (overly casual) ‘Therefore, although it is imperative that some assessment is made, it would appear that this is probably not the right channel in which to raise the matter at the current time but it might be advantageous to seek a more opportune moment in the not too distant future.’ (overly formal) Can you think of better ways to write each example in English, to get the tone right for e-mail? Tips to help you get the tone right generally are these. Before you press ‘send’ on your email draft, check the following:  Is this e-mail written professionally and correctly for purpose (neither too casual nor too formal)?  Is my e-mail polite and does it convey a virtual handshake, to pull the reader towards me and my company – rather than push them away? EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Writing e-mails 121  If I know my recipient’s preferred style, am I mirroring that as far as possible?  Have I invited comments from my reader periodically, to check they understand and will respond the way I expect? Text messages: not always appropriate The amazingly fast-growing use of text messaging (or texting or text-speak, as it is also known) demonstrates how easy and popular this form of communication is. Yet the usefulness of texting as corporate communication is something that companies need to question, and whether they need to issue staff guidelines on this. This is because professional writing is not just about easiness; we also have to think about the appropriateness of the medium we choose at any given time, how effective it is in transmitting business messages accurately and whether it will positively contribute to our brand image. It is a known fact that where guidelines are not set, businesses can find text abbreviations becoming assimilated into their previously more formal business writing. Readers, though, do not always like it. The day may come when this practice is widely accepted; but judging from my clients’ highly vocal feedback, that day is not here yet. I have already mentioned how very many readers react negatively to overly casual e-mails, so it is highly unlikely that the same readers are suddenly going to welcome text expressions as valid business communication. Those who do not object on grounds of informality may still have a problem when it comes to meaning. EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 122 Executive writing skills for managers Let’s take the example of ‘LOL’. This can mean ‘laugh out loud’ or ‘lots of love’. So it is tricky, to say the least, to use this in an office situation. Then again, if you use predictive text, this can complete words wrongly (even when used by NE writers) – which can again have negative (even if unintended) repercussions. Let’s take another real-life example of a text message in a business context: ‘con.call.tom.’ What does this mean? It is not immediately apparent. If there is someone called Tom in your organization, it may look like ‘Con, call Tom.’ The writer actually meant it as shorthand for ‘There will be a conference call tomorrow’ but the NE recipient was confused as to what it meant. The abbreviations were not as they would have expected. Naturally enough, a non-NE receiver is likely to be even more puzzled, which means the message becomes counter-productive. The criticisms many people currently make of text messages tend to fall into these categories:  What do the English text abbreviations mean?  Text-speak can create barriers just as other jargon does. It can be another way of implying (even if unintentionally) ‘If you don’t understand this, you’re not in my club.’  Text-speak (particularly when assimilated into other writing modes) may demonstrate a slackening in quality and professionalism: anything goes. The politics of address lists When you need to send an e-mail to a list of people in your cross-cultural organization, do you ever work out the order EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Writing e-mails 123 in which to list their names? If you do, do you list names in alphabetical order? At one time I would have thought this made a great deal of sense. Now I qualify this by suggesting that it makes sense where people are of the same grade within an organization. Why have I changed my mind about using alphabetical lists as the norm? It is because feedback constantly suggests that most recipients do notice where their names appear in any list. Different cultures can vary on this one. Some actively look for their name; some may only notice on a less conscious level. A predominant finding is that the higher the rank in the company, the more an executive expects their name to be among the first to appear in any list. If this does not happen, I have heard them grumble about it to others, sometimes half-jokingly – but it clearly bothers them. For others, their reactions can be more extreme and they actually take offence. Yet the writers may never know this. All they see is that their English communication is straightforward and correct. They mistakenly feel that what they have done cannot possibly be misunderstood. My tip here is take a different view and be one step ahead. The difference between success and failure can be simply to stop, think and anticipate. If you do need to send lists within your organization, see whether the following checklist may help you and your staff. When sending an e-mail to a list of main recipients:  Ensure the names on the list start with internal readers.  The chief executive had better be first!  Then work your way down the pecking order of seniority and list names in that order.  If people are of the same grade, then you can list them alphabetically. EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 124 Executive writing skills for managers  Now list your external readers, using the same rule.  Reread the order of names and check it is right.  Send. Sending information by e-mail to key people Of course, every single person is highly valuable within every company. I am only making a distinction here about key people because, in practice, the more senior people in any global company can have even more demanding expectations. It is essential that writers do not waste their time. So this advice is given purely on that basis. If you have to send, say, a report by e-mail to a key person, you could consider using a formula to help. For example:  You could provide a very short summary in English.  You could highlight key points (maybe by numbering or in bullet points or in colour – though preferably not red and green, as quite a number of people are colour-blind in relation to these two colours).  Anticipate likely questions in accessible English, so that the reader does not waste time having to ask them, and set out your answers in advance. The example in the box illustrates this approach. EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Writing e-mails 125 Subject: ABC Report – for which your approval (in part) is needed I attach this report, which covers the following topics: 1. Current status of ABC project. 2. Unexpected contingencies. 3. Staffing implications. You will see that your approval is requested on the recommendations made with regard to 2 and 3, so that we can submit this to the board next Tuesday, 15 May. Please can you review and confirm that the contingency position suggested is adequate for your area of the project and that the proposed extra staffing is appropriate and likely to be available (with the required expertise) in the time period required? I would also be grateful if you could let me have any other observations you have on the status of the project and the paper in general. Because I need to get the paper out to the board, please may I have your input by 5pm on Thursday, 10 May at the latest, and preferably before? Many thanks. John Smith This approach is also particularly valuable when sending out agendas and papers for key meetings where you know particular items may be contentious or complex. These items can be particularly tricky for delegates who are not completely proficient in English. Use a covering e-mail to draw attention to those items and request that attendees take note and prepare beforehand. If EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 126 Executive writing skills for managers you know that the information sent will necessitate further discussion, you could indicate that by writing something along the following lines at the end: ‘It would be good if we could explore this further.’ Taking all these factors into account, if all the information you have set out is correct, you are likely to be noticed by these key people for all the right reasons, including:  for being systematic;  for thinking around the subject;  for making their life easier, whether they are NE speakers or not. It clearly makes your life easier too when you get your e-mail right first time. Even if your recipient raises unforeseen questions, at least you will have avoided the obvious ones! Prioritizing urgency Even if you do not think that what you are writing about needs a strict deadline, it still streamlines performance if you indicate when the information or action is needed. You can express this in different ways; for example: ‘The deadline for this is by COB tomorrow, 12 November.’ (Note: I have used the abbreviation COB deliberately, which I mentioned in Chapter 1 as an abbreviation for ‘close of business’. Many non-NE readers will not recognise it. Do be careful when you use acronyms when writing English across cultures.) If the action has a lower priority, you could write something along the lines of: ‘Next week will be fine.’ EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Writing e-mails 127 There is absolutely no point in any executive prioritizing the wrong things. When you must expend that energy, expend it efficiently. Mistakes in others’ e-mails As I have mentioned, e-mails can be viewed as writing that falls halfway between formal writing and conversation. This can make people ask for company guidance on what to do about mistakes they frequently see in the e-mails they are sent. Naturally enough, this can be particularly problematic where NE speakers are being sent e-mails with mistakes by their foreign counterparts. Is it wrong to undermine non-NE writers’ confidence, when they are making great efforts to communicate in another language? Or is it better to correct their mistakes in a positive, supportive way? Let me give some examples. In English, the word ‘training’ exists in the singular but not in the plural. Even if we are talking about 20 courses, we simply refer to these as ‘training’, not ‘trainings’. Similarly, we use the word ‘information’ in the singular, so we would never write ‘Tourist informations’. Yet quite routinely non-NE writers write these non-existent plurals. This is another area that you may think needs some guidelines – because although readers will understand the meaning of ‘trainings’ etc, how will writers know that this is not standard English, if they are not told? And if you then agree that it is helpful to point these things out, how do you do this tactfully? My advice is this:  Make sure that there is a culture where it is definitely known that it is a strength to ask. EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 128 Executive writing skills for managers  See this through – because, human nature being what it is, some staff will put questions to their line managers only to be greeted by obvious annoyance at ‘being bothered’.  Offer support if your staff are routinely getting things wrong. E-mail writing skills in spoken skills environments It is essential to stress that most of us have to write in business today. It is no longer just about appointing people with great spoken communication skills, even in environments where, traditionally, spoken skills prevailed. Two very obvious areas that we all see as users are doctors’ or dentists’ surgeries, where receptionists now generally have to be computer and e-mail literate. Sales or customer service contact centres are major examples of two such environments in business. Just about all of us are customers who, at one point or another, need to call a contact centre. You say what you need to say – and you hope that the adviser deals with this politely and efficiently, and speaks to you in the way you expect. Now think about what is likely to happen after you conclude the call. The spoken part of the transaction is just part of the story. Once again, writing in English features largely in any followup. Why? Companies that trade globally find that their daily call logs record a high incidence of advisers having to write follow-up e-mails in English. They pass these to others inside and maybe outside the organization. These then have to be processed, in order that the next phase in the transaction (or whatever is under discussion) can proceed. EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Writing e-mails 129 It calls for good English writing skills to ensure that this follow-up is efficient and that the correct message is:  captured correctly and efficiently;  relayed fast and effectively;  correctly acted on by the recipient. Every company benefits from streamlining performance in this way. It really reduces costs, at the same time enhancing staff skills and demonstrably improving service to valuable customers. Getting it right also shows customers that they are valued – and this is surely a major driver of overall business success. Your checklist for action  Set corporate standards and policy for use of e-mails as business communication in English both internally and to external parties.  Be clear who needs to respond or act, and avoid injudicious forwarding of e-mail chains.  Always consider carefully what you have written before sending.  Consider tone and address-list etiquette for your crosscultural audience.  Only allow English text-speak when your audience is ready – the time may come, but it is not yet universally acceptable.  Use covering e-mails in English to good effect, and as an effective cross-cultural management tool when circulating EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 130 Executive writing skills for managers papers electronically – to gain the right outcomes and get noticed for the right reasons.  Emphasize the importance of effective written English for e-mail communication in international customer services, contact and call centre environments. EBSCOhost - printed on 9/16/2020 2:23 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Copyright 2009. Kogan Page. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. 3 Why we communicate commercially Businesses often underestimate the importance of written communication skills as an integral part of their total communication package. For some reason, writing can be viewed as too much of a ‘soft skill’ to justify on-the-job training. This book demonstrates how short-sighted this view can be. Using the power of this essential (and basically free) resource can dramatically take companies forward, helping them achieve many objectives faster. Why we write in business There are many reasons why we write in business, so it makes sense to identify and prioritize these. That’s why at the outset of my training workshops I always ask people, ‘Why do you EBSCO Publishing : eBook Collection (EBSCOhost) - printed on 9/16/2020 2:26 PM via UNIV OF WEST GEORGIA AN: 295345 ; Talbot, Fiona.; Executive Writing Skills for Managers : Master Word Power to Lead Your Teams, Make Strategic Links and Develop Relationships Account: wgc1.main.ehost 34 Executive writing skills for managers need to write in your business?’ And I mean this in both an individual and team sense. My clients cover a whole host of companies from diverse cultural backgrounds, and naturally with differing objectives. I ask them to record on a flipchart why they need to write. Interestingly, they almost always begin the list with ‘To give information and to record facts’. Even though there may be chief executives and sales managers among them, many end the list there. Only when I say that there must be other reasons as well do they rack their brains and then add other writing objectives, such as ‘To engage interest, to involve readers, to persuade and to sell’. Only one person has ever spontaneously written ‘To eat, breathe and live our vision’ and that was a relatively junior employee of a national charity. She had not been brainwashed: she believed in the vision. I really feel that this is something we can all learn from. The preoccupation with writing as a tool simply to record information tells us a lot about the lack of awareness of how powerful writing English for business can be. Why are we in business? Surely it is to make a livelihood by providing information or products or services to people who want or need them. The written word is uncompromising: we have to get it right. Without the clues that body language give, without the give and take we allow the spoken word (we can question if we are not sure – and the spoken word does not have to be grammatically perfect), we judge written words for what they are. Whatever you write in your business English is frozen in time, so to speak. It represents you and your company for what it is. EBSCOhost - printed on 9/16/2020 2:26 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Why we communicate commercially 35 Effect on performance This book is about helping you focus on getting your writing in English right, as a high commercial priority. As a manager you may be investing heavily in people, projects and infrastructure, yet still fail to make the connection that your written words can be both the inspiration and the driving force that gets things done. I remember my school motto well: ‘Not words but deeds’. It was inspirational but does not sit so well in a business context. Deeds are not the whole story; in today’s global marketplace we absolutely need spoken and written words as well. Indeed, even early caveman and cavewoman relatively soon figured out that words helped develop the deeds they were first primed to carry out. Actions could be described to structure a whole programme of events and also to involve others outside the direct group. It does not take a giant leap to make relevant connections with the business world today. Of course we need to get our actions and our spoken words right. Yet to a large degree it is our written English words that help us:  organize and record;  cascade information;  refine and update on an ongoing basis;  team-build;  inspire these actions. This book may bring you an unexpected bonus. If you are not a native English writer, you may want to evaluate how effectively you write in your own language too – ironically, through the medium of this book about writing English for business! EBSCOhost - printed on 9/16/2020 2:26 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 36 Executive writing skills for managers Ideal communication It will never be possible to write a recipe for ideal communication, but we can work towards a notion of optimal communication by ensuring that: The correct, concise, current message is sent out to a primary receiver, then onwards without distortion to further receivers to generate the required response. When we write something to a primary receiver that is purely for information, all we need is that this receiver notes the correct message and our correct tone. If, however, we write to sell or persuade, then we are looking for the receiver(s) to respond not just favourably to our style but to act in response in the way and at the time we desire. Our writing should actively enable this through the formula we design. So it is crucial that it can be understood by all who read it. It is essential that it cannot be misinterpreted or distorted by receivers who may send this message on to others (possibly without our knowledge). I also include ‘current’ in the formula because writers often forget to update messages when events, dates or other considerations may have changed. Companies lose efficiency this way. The Word Power Skills system: four easy steps to success The experience I have gained over the years in helping companies of all types and sizes communicate effectively shows EBSCOhost - printed on 9/16/2020 2:26 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Why we communicate commercially 37 that a systematic approach is always going to yield the best results. The more I help companies gain improved results in all their writing, the more I realize that rigour and consistency in approach really yield dividends. Let me now introduce the system that you will find used throughout this series of books to encapsulate the key messages. It goes like this: Step 1 Be correct:  Know what your writing needs to achieve, alongside what your company needs to achieve.  Match reader and customer expectations.  Ensure that your writing is free of mistakes. Your business communication will fail if you get your basics wrong. Step 2 Be clear:  Use plain English and express facts as simply as possible.  Edit so that your main points are easily understood. Confused messages undermine your objectives. They can lose you custom too. EBSCOhost - printed on 9/16/2020 2:26 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 38 Executive writing skills for managers Step 3 Make the right impact:  Use the right words and layout to get noticed for the right reasons.  Use the right style to present yourself and your company well.  Create opportunities. The right impact differentiates you from competitors and helps bring about the replies you need. Step 4 Focus on your customers:  Use words that focus on your readers and customers, and empathize with them.  Use positive, proactive words where possible.  Avoid words that put up barriers, and try to avoid jargon. Use these words to satisfy and, if possible, delight your customers. Correct for purpose: your mission, vision and values It is not just your sales literature that should include positive messages about what you sell. So too should your company mission, vision, values or equivalent. Let’s focus first on Step EBSCOhost - printed on 9/16/2020 2:26 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Why we communicate commercially 39 1 in the system: checking that your writing is correct on all levels. This means correct in the sense that readers should not be able to find any mistakes, but correct also in being fit for purpose and meaningful. Finally, and at the very least, it means that it meets readers’ expectations. A number of companies I have helped now realize that:  Their original mission, vision, values or equivalent have not made complete sense, not only in English but even in their original language (if different).  These were never updated as circumstances changed.  Staff were not aware of them.  Staff did not understand their relevance to daily performance. These companies can now see that if the starting point from which all corporate communication leads is wrong, then this adversely affects all subsequent communication. At Step 1, you need to express actively and accurately what your organization does, how it does it better than the rest, at the right price, and in the right way for your customers’ needs. So do reflect before you choose the words in English that highlight all these aspects to optimum effect. Develop pride and then express pride. For example, you could swap this flat, lacklustre sentence . . . ‘Founded in 2001, we are looking to consolidate in the next five years.’ . . . with this: ‘Building on our success since 2001, we are going for significant growth in the next five years.’ EBSCOhost - printed on 9/16/2020 2:26 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 40 Executive writing skills for managers Yes, there are a few more words in the second version, but notice how the extra words add value. This leads me to some key messages:  In business every word we write should add value.  If a word does not add value, consider cutting it out.  If the words we write do not add value, then add ones that will. Quality in business English Let’s address another aspect of Step 1, mistake-free writing, and let’s look at your position regarding this, which the following scenarios will help you identify. Mistakes in general ‘Whats wrong with errers, if I do my job well?’ someone might ask. And that really is the crux of the matter: will readers actually think you do your job well if they see mistakes? It is an unfortunate fact that if you make written mistakes, some readers will focus on these. You may have seen the two deliberate mistakes: ‘Whats’ for ‘What’s’ and ‘errers’ for ‘errors’. Did you? If so, did you focus on them? Readers do – and, whether we like it or not, they can make value judgements such as ‘This writer is not professional.’ Whether it is fair or not, customers and bosses tend to view mistakes in English as direct evidence of sloppy business performance. External customers in particular can point the finger of blame at a company as a whole, and not just at the individual writer who may be responsible. What is more, mistakes in your English writing are not just about poor spelling, grammar and punctuation. Mistakes can EBSCOhost - printed on 9/16/2020 2:26 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Why we communicate commercially 41 be a direct result of staff not thinking logically or anticipating likely outcomes each time they send out a written message. Getting your English right can also be about understanding how to write positive messages that cut out jargon, ambiguity and rudeness. Even when you have to communicate negative messages, there are better ways and there are worse ways of doing this, as you will be seeing by now. Your English writing can determine whether you make a great impact or a damaging impact, whether you win or lose custom, whether you foster goodwill or alienate those you should be supporting. The good news? If poor writing is endemic in the workplace and causes confusion, misunderstandings or missed opportunities, then it is easy to see how great writing will set you and your company apart. Mistakes by others that impact on us Here are two real-life examples of problems companies have experienced as a result of the writing mistakes of others. 1. I once took up a company’s offer to have a database entry on my company’s services included in a Europe-wide guide. It was run by a reputable international trade organization and I sent my fully correct advertisement for inclusion. Unfortunately, the organization retyped my copy incorrectly and, without offering me a proof to check, published a mistakes-riddled version. Unknown to me, this had been listed publicly for one month before I received the invoice for payment. Can you imagine my reaction when I found out? Displeased, to say the least. And do you think I paid the company’s invoice? No, I did not. The company concerned had to make the invoice void (so losing income), had to retype a correct version of the database entry, then publicize this and bear an additional cost in so doing. EBSCOhost - printed on 9/16/2020 2:26 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 42 Executive writing skills for managers Although I had no account to pay, I still paid a high price in terms of loss of professional credibility, on an international scale. This was particularly disastrous in view of the nature of my business. Their mistake ultimately reflected on me, rather than on them. What did I learn from this? It taught me never to make assumptions that my correct writing will be copied correctly by others. It also taught me to expressly state to any advertiser that no copy of mine may be published before I see a proof for my personal vetting. 2. The authorities at a major airport decided to run a customer feedback survey to see how they could improve their services to customers. They outsourced the survey to an agency and were greatly disappointed at some of the responses they received. Why? Because there were many negative reactions that were nothing directly to do with the airport authorities: they were in response to typographical errors made by the printer of the survey forms. Many customers were sufficiently irritated by what they perceived as unprofessionalism to respond critically – and not necessarily mention other aspects about the airport’s operation that the survey had hoped to address. Yet a lesson was learnt by the authorities: although the mistakes were not theirs, they still reflected on them rather than on the agency. In future, they knew that their communications could never be fully outsourced: they, as the clients, would have to retain the ultimate responsibility. They also realized that readers often react negatively to written mistakes. They acknowledged readers’ frequent perception that writers who make mistakes do not care about quality or professionalism – or even about customers in general. EBSCOhost - printed on 9/16/2020 2:26 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Why we communicate commercially 43 Quality: the debate is on A newly appointed non-English plant manager in a major oil company had a team of Asian and European staff, none of whom was a native English speaker. His own spoken English was not fluent, but he felt that he was more fluent than the rest. When it came to writing, once again he felt that, although far from perfect, he was still better than most. So in his view he was succeeding in his use of English. Interestingly, I have come across a similar view in a UK company, whose managing director compared his company’s business writing performance alongside that of its direct UK competitors. So here we are talking about one company, comprising only native English speakers, comparing its performance with others, also comprising only native English speakers. The managing director confirmed that his company did occasionally make mistakes in their business writing. After all, he explained, ‘To err is human.’ This is an English expression that means ‘People will always make mistakes.’ He went on to add that, as his company’s direct competitors made more errors, he was satisfied that his company was ‘better than the rest’. As a manager, would you agree with this viewpoint? Should quality in English writing be relative or absolute in value? It is for you and your customers to decide. Accountability Many companies have renamed an attribute they may previously have called ‘responsibility’ to ‘accountability’. It is an interesting change of word, not least because of nuances in meaning in English. You see, accountability is both the EBSCOhost - printed on 9/16/2020 2:26 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 44 Executive writing skills for managers requirement to justify actions or decisions (responsibility) but can also denote culpability or liability. In this respect, the word can appear to have rather more negative connotations than ‘responsibility’. So whereas companies may write, ‘Our staff take pride in their accountability’, it is very noticeable that sometimes staff feel rather apprehensive about that claim. Define your English meanings regularly If this strikes a chord, define what your organization means by accountability. Understand how you need to explain the use of the word to staff and get them on board. Make sure that this word (as with every word you use in English) is not just an ‘empty’ word – used without the correct meaning. Simply by taking time to define your meaning each time you choose a new word to describe your values and vision, you enhance the likelihood of the outcomes you need. Your checklist for action  You need to customize your writing in English for your business vision and values, and for your daily business goals.  Understand that the right message + business focus = personal + team success + corporate gains.  Define your English meanings regularly, particularly when company vision is involved.  Each time you start a new piece of writing, focus on getting it right and understand what quality means in terms of business English writing (free of mistakes on all levels).  Use the four-step guide to premier business writing as a tool for every aspect of your English writing performance. EBSCOhost - printed on 9/16/2020 2:26 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Copyright 2009. Kogan Page. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. 5 Adapt: stay ahead or stay behind Identify the right words for today Dinosaurs failed to survive because they were unable to adapt to a changing environment. Some businesses share something in common with those dinosaurs. To sustain success, you need to know when to adapt and innovate your business writing. But set the right limits, as ill-conceived change can be a recipe for disaster. So question how best to use your business writing to promote your messages, your products and your services. How can I help you do this? Well, keep a checklist. Identify the right words for today by eliminating words and expressions from the past that have outlived their relevance and thus their usefulness. Let me give you an idea of what these may be. EBSCO Publishing : eBook Collection (EBSCOhost) - printed on 9/16/2020 2:35 PM via UNIV OF WEST GEORGIA AN: 295345 ; Talbot, Fiona.; Executive Writing Skills for Managers : Master Word Power to Lead Your Teams, Make Strategic Links and Develop Relationships Account: wgc1.main.ehost 64 Executive writing skills for managers Yesterday’s words ‘Dear Sirs’ used to be a valid opening in business English correspondence, when writers assumed that companies were run by men, but has long since fallen out of favour. In a world that is increasingly ‘politically correct’ it can be a gaffe to assume that a company is necessarily headed by male bosses. This opening is still valid if that is the case, but if you have to write to a company and do not know to whom to address your letter, do try to find out before you start writing. Look at the company website or make a telephone call to check, if this is feasible. Otherwise, you could begin your letter or e-mail: ‘Dear Sir or Madam’. Here is an example of yesterday’s writing. It is not meant to be part of any contract; it is purely advice from a project manager to their team: However, all those engaged in the aforementioned project are hereby advised that no amendment to the project requirements which entails an alteration to the overall project budget can be regarded as duly authorized unless it is issued in accordance with the procedures specified by the acting project manager. It takes time for even a native reader to understand what this means, so imagine what it could be like for a non-native English reader. In simple terms, the essence of the message is: Note to project team If any changes to the budget are needed you must let me know, as I am the only person authorized to amend the existing arrangements. Many thanks (Name) EBSCOhost - printed on 9/16/2020 2:35 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Adapt: stay ahead or stay behind 65 This second version is concise and includes a heading to highlight what it is about. It is just as accurate, so what was the advantage in creating the first, long-winded, old-fashioned version? Further examples In the sentences below, the old-fashioned English sentence is followed by its modern equivalent: ‘We gladly await your instructions at your earliest convenience.’ = ‘We look forward to hearing your requirements in the near future.’ ‘Please sign the form attached hereunder and return this to the aforesaid address, in any event no later than seven days from now.’ = ‘Please sign the attached form and return this to us within the next seven days.’ ‘Please retain proof of purchase in the event of any requirement to exchange the merchandise or effect a refund at some subsequent stage.’ = ‘Please keep your receipt in case you wish to exchange your purchase or get a refund in the future.’ ‘You are required to refrain from smoking at all times.’ = ‘No smoking.’ ‘Do not extinguish your car lights in the tunnel.’ = ‘Keep your lights on in the tunnel.’ Identifying today’s and tomorrow’s words Even these examples may have to change in time. The English language is changing and other things move on too. Business goals change as do organizations’ visions and values. It means EBSCOhost - printed on 9/16/2020 2:35 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 66 Executive writing skills for managers you need to update relevant information and cascade this throughout your organization. As your business evolves, you will also need to adapt your communication outwards to your external customers and suppliers. All your English writing must consistently relate to readers’ needs and expectations. Exercise Have you an idea now of English words you use that you may now want to avoid? And of words that may have a more modern feel that you think you should be using? Write them down now and carry on adding to the list in the future. Share your findings with colleagues and swap ideas. Words to discard Words to favour Who to tell – and when to review Sometimes you need to ‘unlearn’ things You need to have an open mind in business and sometimes you need to ‘unlearn’ things. Maybe the way you were originally taught needs adapting, as I suggest in previous chapters. Maybe you were taught the wrong things; it could be that EBSCOhost - printed on 9/16/2020 2:35 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Adapt: stay ahead or stay behind 67 you write over-academically for business today. Maybe your English teacher taught you correctly how to use the passive voice – unaware that business today largely rejects this in favour of plain English, actively expressed. So do identify where you need to ‘unlearn’ things. Sometimes you do this simply by observing the writing of others, where you sense they are getting it right. Up to a point, you can mirror their best practice. It can be an effective way of learning. The i-generation: the impact on writing If you are a member of the i-generation (one of the terms used to describe the generation that has grown up with the internet) you will know how your life can be centred on the web. What you may not have realized is the extent to which internet use today has impacted on the way we write English, as the predominant business (and social) language of the worldwide web: We are influenced by the way we see English written for the web and expect businesses generally to be using it that way. If you stop to analyse them, information fast-load and overload can have some very obvious consequences that may affect business performance. Among these we find:  Often we do not to take as much time as we might like to think about information. EBSCOhost - printed on 9/16/2020 2:35 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 68 Executive writing skills for managers  We do not concentrate for any length of time; after a few seconds we expect to move on, maybe at a click of the mouse.  As a result we may not be taking the action that we should. Aspects of writing e-mails in English will be covered in Chapter 9 but I would just like to stress one important point here. It is about the very real need to present written facts in an easily (if not instantly) accessible format in as much of our business English writing as possible. Modern readers increasingly expect your business English writing to:  Edit out waffle.  Highlight key messages.  Use descriptive headings and subheadings where possible.  Cut out overload but include signposting that points readers in the right direction so that they can access more information as necessary (so that in effect it is just a click away). Most importantly, wherever possible let your business writing point out to readers the people in your organization who can help them further. Updating It is essential that you update details as necessary, although managing content can be an aspect of business English writing that managers frequently overlook. Yet feedback consistently shows that: EBSCOhost - printed on 9/16/2020 2:35 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use Adapt: stay ahead or stay behind 69  Readers get annoyed if they inform companies of changes to their personal details but find that writers have not updated their records.  Companies waste time and money sending messages to the wrong receivers.  Companies waste time and money sending messages to the right receivers but at the wrong time.  Failure to update (for example, website information with wrong details) may actually be viewed as misinformation, which can have far-reaching consequences. Correct timing I would like to pick up on one of the points just referred to. I recently received a mailing about an interesting event and was going to attend – until I discovered the event had already taken place. On another occasion, a major retailer advertised their one-off sale event in the national press on the day of the sale only. They made the assumption that if you buy a daily paper or pick up a free paper, you will read it early enough on the day to persuade you to visit the store. But assumptions are bad news in every aspect of business writing: commuters may read newspapers first thing in the morning; other people may read newspapers only in the evening. Who is to say that evening readers are not also consumers? Yet this target audience has been lost: they cannot get to an event they do not know about. And not only has their spending potential been lost; their goodwill may be lost too if they feel they have missed any wonderful bargains on offer. All any company has to do is place the advertisement at a realistic time before the event. This would not only better facilitate customer footfall and therefore sales, it would also promote better customer relations. EBSCOhost - printed on 9/16/2020 2:35 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 70 Executive writing skills for managers Indeed if the timing is wrong and it is the advertiser’s lack of foresight that makes it so, you could call this an ‘own goal’. Imagine how much more complicated timing can be when differing international time zones are involved. Know your target audience’s profile before you write your English, because:  Writing well is not just about focusing on your English.  It is also about focusing on every aspect that will make your message succeed.  Businesses that make assumptions in their writing and assumptions about their readers are likely to get the wrong outcomes time after time. Your checklist for action  Use the English language and style that are right for your business and your readers today – and understand the need to review this continuously.  ‘Unlearn’ outdated approaches to using English and discard them.  Recognize that the internet has fundamentally altered how we communicate and how we expect business English to be written.  Ensure that your communication in English is timely for your target audience (who may be in different time zones), and keep it current. EBSCOhost - printed on 9/16/2020 2:35 PM via UNIV OF WEST GEORGIA. All use subject to https://www.ebsco.com/terms-of-use 10/24/21, 1:50 AM Listen   OATC 3700  MODULE 2: ETHICS AND DECISION-MAKING Ethics and Decision-Making Dilbert and... Dilbert and Ethical Decision Dilbert in Scott Adam's cartoon strip above discovered that decisions have consequences. It's a great illustration of making ethical choices. The various reflective frameworks provide a foundation for making better decisions. An interesting next question is: How do ethics fit into your decision-making process? Ethics may be defined simply as "the social norm." Or, an internal guiding principle of what is right and wrong. Or, doing no harm. Or, harming the least. Or,helping the most. Or, treating people fairly. Defining ethics is not easy. Ethics is a delicate balance between making choices and emphasizing values - yours, your culture, your profession, society's. We make ethical choices daily: sometimes unconsciously, sometimes we struggle with an ethical dilemma. Remember the ORGL case study about the https://go.view.usg.edu/d2l/le/content/2275784/viewContent/46072074/View 1/2 10/24/21, 1:50 AM OATC 3700 Habitat for Humanity volunteer who learned that HforH uses products reputed to harm the environment? The comic strip drives home the point that our decisions have consequences, sometimes unintended. Whether you are in the business world, academics, healthcare, law enforcement - whatever your interpretation of ethics influences decisions you make. Likely you have studied ethics within your area of concentration for the ORGL degree. Discussion For this week's discussion, you'll be asked to define ethics according to your career field. How does this relate to one of the reflective concepts in the ORGL series? You may draw from a previous course or use online sources. Write a couple of substantive paragraphs and cite your sources. Below are a couple of academic websites which discuss ethics and provide general guidelines for making ethical decisions. Remember that you are to locate either standards for your career field or area of concentration for this week's discussion. ● ● Markkula Center for Applied Ethics. 2014. "A Framework for Thinking Ethically." Santa Clara University Debris, Arthur. 2012. "Five Steps to Better Ethical Decision-Making." Psychology Today You may use this link to access the discussion when you're ready to post: Module 2 Discussion: Ethics & Decision-Making The Ethics Discussion Grading Rubric is the basis for grading. https://go.view.usg.edu/d2l/le/content/2275784/viewContent/46072074/View 2/2
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