Session 9

Written Communication

Written communication has great significance in today’s business world. It is an

innovative activity of the mind. Effective written communication is essential for
preparing worthy promotional materials for business development. Speech came before
writing. But writing is more unique and formal than speech. Effective writing involves
careful choice of words, their organization in correct order in sentences formation as
well as cohesive composition of sentences. Also, writing is more valid and reliable than
speech. But while speech is spontaneous, writing causes delay and takes time as
feedback is not immediate.

A. Types of Written Communication

There are two main types of communication: oral and written. Written communication
involves any type of message that makes use of the written word. Written
communication is the most important and the most effective of any mode of business
communication.

1. Some of the various forms of written communications that are used internally for
business operations include:
• Memos
• Reports
• Bulletins
• Job descriptions
• Employee manuals
• Emails
• Instant messages
2. Examples of written communications generally used with clients or other businesses
include:
• Email
• Internet websites
• Letters
• Proposals
• Telegrams
• Faxes
• Postcards
• Contracts
• Advertisements
• Brochures
• News releases
B. Business Email Writing
Besides playing a major role in most individuals' personal lives, technology plays a major
role in most businesspersons' professional lives, as it's convenient, reliable, and
efficient. From text messaging to emailing and scanning files to Skyping, high-tech
practices are common in companies.
To benefit as much as possible from these practices, businesspersons must craft and
send professional business emails, or emails that serve an official, company-related
purpose and are appropriately written. Professional business emails are appreciated by
coworkers, customers, and potential clients alike.

Professional general emails are carefully worded and concise messages about any
company subject. For example, one can send a professional general email to a coworker
in regards to supply information, to a customer in regards to purchase needs, and so
on and so forth. It's important that professional general emails be attentively worded
and as brief as possible, to help receivers digest the enclosed information and requests.
Professional response emails are courteous and useful messages sent to a person or
organization that sent an initial message. For example, a business manager who's asked
about his company's outlook in an email would send a professional response email to
address the sender's questions and concerns. This type of email should provide answers
and data that're useful to the recipients, based upon what he or she stated initially.
Perhaps the most considerable difficulty in sending professional business emails is
remaining calm and official. For example, it might be tempting to send an angry email
in response to a customer complaint, but doing so would negatively impact one's
company, reputation, and performance. Instead, one should form an email response
that is collected, helpful, and useful.
The short-term benefits of sending professional business emails are enhanced
productivity, optimal cooperation, and a minimal amount of wasted resources. In the
long-term, however, someone who consistently sends professional business emails will
likely develop a professional reputation.
1. How to Write a Business Email
If you’re not sure how to start an email, these five steps can help you craft a
professional message:
a. Identify your goal
Before you write an email, ask yourself what you want the recipient to do after
they’ve read it. Once you’ve determined the purpose of your email, you can ensure
everything you include in your message supports this action. For example, if you
want the recipient to review a report you’ve attached, let them know what the
report is, why you need them to review it, what sort of feedback you need and
when you need the task completed.
b. Consider your audience
 When you compose an email message, make sure your tone matches your
audience. For example, if you’re emailing a business executive you’ve never met,
keep the email polished and free of any jokes or informalities. On the other hand,
if you’re emailing a colleague with whom you have a good relationship, you might
use a less formal, more friendly approach.
c. Keep it concise
Your audience might have little time to read through your email, so make it as
brief as possible without leaving out key information. Try not to address too many
subjects at once as this can make your message lengthy, challenging to read and
difficult to take action on. When editing your email, take out any information
that’s irrelevant to the topic you’re addressing. Use short, simple sentences by
removing filler words and extraneous information. This will make your note
shorter and easier to read.
d. Proofread your email
An error-free email demonstrates diligence and professionalism. Before you send
an email, take a moment to check for any spelling, grammar or syntax errors.
Also, double-check to ensure you’ve included any attachments you may have
referenced in your message. If it is an important email to critical stakeholders,
you might ask your direct supervisor or a trusted colleague to read over it before
you send it.
e. Use proper etiquette
Include a courteous greeting and closing to sound friendly and polite.
Additionally, be considerate of the recipient and their time. For example, unless
it’s an emergency, avoid emailing a contact asking for something after-hours or
while they’re on leave.
f. Remember to follow up
Most people receive several emails per day, so they might miss or forget to
respond to your message. If the recipient hasn’t replied within two working days,
consider reaching back out with a friendly follow-up email.
2. Format and structure of formal email

There are five elements to consider when formatting your email. Here is a breakdown of
each:
a. Subject line
This is a short phrase that summarizes the reason for your message or the goal of
your communication. It is important to include a subject line when sending a
professional email so your audience knows exactly what to expect and is able to
locate the message easily if needed. For example:
“Follow Up: Product Presentation”

b. Salutation
This is the first line of your email and generally acts as the greeting. For example:
“Hi Mr. Samson,"
c. Body
Just like the body of a letter, this is where you’ll share your full message. For
example:
“Thank you for attending the new product presentation this
afternoon. I’ve attached a video file of the full recording so
you can share it with your team. Please let me know if you
have any questions.”
d. Closing

This is the last line of your email before your signature and should wrap up your
message. This is also where you may reiterate any requests you’ve made in the body
of your message. For example:

“I look forward to speaking with you on Wednesday. Thanks again!”

e. Signature
The signature is where you identify yourself by name, title and any other information
relevant to your communications. Most email programs allow you to set a fixed
signature that’s automatically added to the end of every email you send.
“Sincerely,

Jillian Jones
Senior Software Engineer

ABC Company, Inc.”

C. Advantages and Disadvantages of Written Communication

One advantage to using written forms of communication is that written messages do

not have to be delivered on the spur of the moment; instead, they can be edited and
revised several times before they are sent so that the content can be shaped to
maximum effect. Another advantage is that written communication provides a
permanent record of the messages and can be saved for later study. Since they are
permanent, written forms of communication also enable recipients to take more time
in reviewing the message and providing appropriate feedback. For these reasons,
written forms of communication are often considered more appropriate for complex
business messages that include important facts and figures. Other benefits
commonly associated with good writing skills include increased customer/client
satisfaction; improved inter-organizational efficiency; and enhanced image in the
community and industry.

There are also several potential pitfalls associated with written communication,
however. For instance, unlike oral communication, wherein impressions and
reactions are exchanged instantaneously, the sender of written communication does
not generally receive immediate feedback to his or her message. This can be a source
of frustration and uncertainty in business situations in which a swift response is
desired. In addition, written messages often take more time to compose, both
because of their information-packed nature and the difficulty that many individuals
have in composing such correspondence. Many companies, however, have taken a
proactive stance in addressing the latter issue. Mindful of the large number of
workers who struggle with their writing abilities, some firms have begun to offer on-
site writing courses or enrolled employees in business writing workshops offered by
professional training organizations, colleges, and community education programs.