Chapter 4

Principles of Business
Communication
 KISS
• To communicate effectively
adopt a businesslike friendly,
and easy to understand style
consistent with KISS principle.
• Keep ..It..Short ..Simple
The message should be
short and simple.
 Composing Effective Messages

The message you compose

should be very effective by ..
1.Choosing appropriate Words.
2.Developing effective Sentences.
3.Formation of Paragraphs.
• 1.Choosing Words.
 Iden
tha tify wo
t yo r ds
rec ur
e iv e
und r ( s)
ers
tha tan will
t wi d an
fort ll br d
h th in g
i n te e
n
res ded
pon
se .
 Choosing Words

• Use effective words that your

receiver will understand and that
will get the response you want and
try to use a dictionary.
• Follow the 6 principles of choosing
words.
 Six Principles of Choosing Words

• Choose understandable words.

• Use specific, precise words.
• Choose strong words.
• Emphasize positive words.
• Avoid overused words.
• Avoid obsolete words.
 1Choose Understandable Words
• Analyze your receiver’s knowledge,
interests, opinions, and emotional
reactions.
• Use words that are in your receiver’s
vocabulary.
• Technical words relate to a specific field;
use them only with an audience from
that field.
 2.Use Specific, Precise Words

• Use specific words with clear and

precise meanings.
• Avoid vague or abstract words
such as “many” and “several”,
which mean different things to
different people.
 3.Choose Strong Words

• A strong word creates a vivid image in

the receiver’s mind.
Marvelous,Stunning,Spectacular,
Fabulous.
• A power word has a distinct meaning
and creates a visual image.
 4.Emphasize Positive Words

• Positive words
conveyoptimism(hopefulness) and
confidence.

• Negative words
trigger unpleasant emotions.
 5.Avoid Overused Words

Overused words have lost effectiveness

because they have been used too much
in conversation or written messages.
 6.Avoid Obsolete Words

• Obsolete words are out of date and

sound pompous(showy) dull, and stiff.
• Obsolete expressions are pretentious
and unnatural.
• Conversational language works best
for business communication.
2.Developing Sentence.
or
Sentence construction
Discuss the elements
(Fundamentals, Basics)
that create clear, concise
(brief), precise (accurate)
and effective sentences.
 Developing Sentences

• Compose clear
sentences.
• Use short sentences.
• Prefer active voice in
sentences.
• Give sentences
appropriate emphasis.
 Compose Clear Sentences

• Use words that are precise and

understandable.
• Give sentences unity.
• Keep related words together.
• Use correct grammar.
 Use Short Sentences

• Short sentences are generally easier to

understand.
• Short sentences have 15 to 20 words.
• Vary the length of your sentences for
interest.
• Use complete sentences that have a subject,
a verb, and express a complete thought.
• Omit unnecessary words.
Give Sentences Appropriate Emphasis
• Emphasize important ideas.
• Use length.
• Use location.
• Use sentence structure.
• Repeat key words.
• Tell the receiver what is important.
• Be specific or general.
• Use format.
• Use mechanical means.
3.Formation of Paragraphs.
Paragraphs
Develop clear, concise, logical,
coherent, and effective
paragraphs.
Effective Paragraphs

1.Use short paragraphs.

2.Give paragraphs unity.
3.Organize paragraphs
logically.
4.Give paragraphs appropriate
emphasis.
5.Provide paragraph coherence.
(consistency)
 1.Use short paragraphs.

• Use short paragraphs to make the

message easier to read and understand.
• Keep paragraphs in letters and memos
to four to five lines each.
• Compose business reports with
paragraphs of six to seven lines.
 2.Give paragraphs unity.

All the sentences in a paragraph relate

to one topic
 3.Organize paragraphs logically.

• Direct plan
• Indirect plan
• Main idea in the topic sentence
 4.Give paragraphs appropriate
emphasis.

• Length
• Location
• Repetition
• Explicitness (clear ,definite)
• Format
• Mechanics
 5.Provide paragraph coherence.
(consistency)

• Make a smooth transition from one

sentence or paragraph to the next.( in
addition ,furthermore)
• Use transitional words.
• Use tie-in sentences.
 Using Unbiased Language

• Avoid gender biased language-

Chairman, postman, mailman etc

• Avoid other-biased language, using

may be culture, nationality etc.
 Composing With Style

• Develop your own unique style.

• Be yourself and allow your personality

to shine through.