Chapter 2

Question 1

Most important type of communication?

Answer 1

Written word

Question 2

Communication objectives? (3 obj.)

Answer 2

What do you want your reader to know? - “What to put in doc.”
How do you want your reader to feel? - “What tone to use?”
What do you want your readers to do? - “Achieve something at the end”

Question 3

4 ways to understand the reader?

Answer 3

Age
Knowledge of reader
Interest level
Attitude towards your interest

Question 4

2 most vital comm. methods in an org.?

Answer 4

memo and e-mail

Question 5

What is a memo?

Answer 5

Short written comm. between one person and a selected audience. *usurped by e-mail

Question 6

3 things memos are designed to?

Answer 6

Inform on an issue
Define procedures
Confirm arrangements

Question 7

Important to use a memo when?

Answer 7

1. Written evidence required
2. Info is complex
3. Verbal presentation is less effective due to message/audience

Question 8

Do not use e-mail/memo when…?

Answer 8

Situation sensitivity better resolved face-to-face
If immediate response is better
Audience might misinterpret message

Question 9

Basic format of email/memo?

Answer 9

1. Letterhead: Use genuine, coloured letterheads
2. Adresses
3. CC: Should appear at the end of letter to inform recipient who else is involved and why
4. Your name: Including forename not initials
5. Reference: Designed for addressee to use in response
6. Subject: Clear on topic
7. Body copy: Avoid numbering points
8. Signature: Incl. your name with it

Question 10

Majority of letters are for?

Answer 10

External comm.

Question 11

Letter stand for..?

Answer 11

The organisation

Question 12

Letters should use….?

Answer 12

AIDA

Question 13

What is AIDA?

Answer 13

Attention: Catch reader’s attain. in a positive way. encouraging them to read on.
Information: Key info. clearly communicated
Desire: Benefits of info. should be communicated, encouraging reader to share your views
Action: Reader shouldn’t have doubt on how to act next

Question 14

4 keys to good writing?

Answer 14

Brief
Picturesque
Accurate
Clear

Question 15

3 keys to good readability?

Answer 15

Word choice
Sentence Length
Paragraph Construction

Question 16

Points to good word choice?

Answer 16

1.Simplify: i) Define ii) Expand acronyms iii)Tech. over non.technical words
Use words reader understands; always lower than recipient’s comprehensive level

2.Use strong vigorous words: Strongest - Verbs, Strong - Noun, Weakest - adjectives (may not fit in objective reports)

3. Use familiar words
4. Short over long words

Question 17

Specialist vocab vs. Jargon

Answer 17

Specialist vocab.: Helps 2 experts converse efficiently

Jargon: Used by less informed to make their words seem more important

Question 18

How to construct good sentences?

Answer 18

1. Use words economically
2. Circumlocution: Be candour unless to avoid heavy blows
3. Avoid repetition: Use acronyms for long company names
4. Avoid modifiers
5. Use active word order: Subject - object - verb (Avoid Passive)
6. Replace nouns with verbs: Esp. nouns that express action
7. Be positive even when giving negative news

Question 19

What is a modifier?

Answer 19

And adjective that alters meaning of a noun

Question 20

Good Paragraph Construction?

Answer 20

1.Unity:
Introduce - Develop - close/transition
Transitions may talk about i)Ending point ii)New point int next para.

2.Concrete over abstract.
Concrete: Evokes imagery (usually subjective) e.g.Majority
Abstract: Dull/unimpressive e.g.55%

3.Rhythm & Progression:
Smooth, forward movement w flow: 
a.Para is logical, clearly developed?
b.One idea per para?
c.Appropriate length?
d.Coherence between paras.
e.Smooth transitions?

4.Brevity.
Short > long - unless readership asks for it

Question 21

Essential Grammar (1 point).

Answer 21

Restrict yourself to 1 point per sentence

Question 22

In style always important to consider…?

Answer 22

1. Legibility
2. Consistency
3. Visual Interest
4. Appropriateness

Question 23

Design is…

Answer 23

always the servant of content