n Chapter 8 Communication Skills

1. Marketing Essentials nChapter 8Communication Skills Section 8.2 Elements of Speech and Writing

2. SECTION 8.2 Elements of Speech and Writing What You'll Learn • The three most common purposes for speaking • The four basic patterns for organizing a formal speech • The four-step method for training • Parliamentary procedure and its purposes • Proper telephone skills • The three basic considerations in writing

3. SECTION 8.2 Elements of Speech and Writing Why It's Important You will use spoken and written communication on every job throughout your life. In large part, the success you attain in your career will depend on how well you speak and write.

4. SECTION 8.2 Elements of Speech and Writing Key Terms • parliamentary procedure • quorum

5. SECTION 8.2 Elements of Speech and Writing Speaking • Many jobs in marketing require above-average speaking skills. Whatever your job, you will need to express yourself clearly so your employer, customers, and co-workers can understand the messages you want to send.

6. SECTION 8.2 Elements of Speech and Writing Knowing the Purpose • Before you decide what you will say, know the purpose of the message you want to send. In most cases, you will speak for one or more of the following purposes: • to inform • to persuade • to entertain

7. SECTION 8.2 Elements of Speech and Writing Using Your Voice You will need to use your voice effectively to be a good communicator. With practice, you can develop a pleasant voice that is neither too high nor too low. Your voice will sound relaxed if you speak in a medium, even tone.

8. SECTION 8.2 Elements of Speech and Writing Speaking Formally • Many jobs in marketing will require you to inform or persuade others with structured messages, or oral presentations. Learn to use body language and these four basic patterns to organize and present a structured message: • enumeration • generalization with example • cause and effect • compare and contrast Slide 1 of 3

9. SECTION 8.2 Elements of Speech and Writing Speaking Formally • Enumeration is listing several items in order. Use signal words, such as first, second, third, or next, to help the listener. • Generalizations are statements that are accepted as true by most people. These can be used with examples to make a point. Signal words are for instance and for example. Slide 2 of 3

10. SECTION 8.2 Elements of Speech and Writing Speaking Formally • Cause and effect is a method in which you lead the listener from the cause of something to its effect. Signal words are therefore, consequently, and as a result. • Compare and contrast is an efficient way to explain new concepts by showing how they are similar to or unlike those your listeners already know. Signal words are similarly, however, nevertheless, and on the other hand. Slide 3 of 3

11. SECTION 8.2 Elements of Speech and Writing Training Training involves a specialized form of speaking, and is usually combined with showing one or more persons how to perform a particular task. Slide 1 of 2

12. SECTION 8.2 Elements of Speech and Writing Training • The following is an effective four-step training plan: • 1. Explain the task that is to be performed. • 2. Demonstrate the task by actually doing it yourself. • 3. Let the other person perform the task. • 4. Critique what was done correctly and discuss the strong points so the trainee will feel accomplished. Slide 2 of 2

13. SECTION 8.2 Elements of Speech and Writing Parliamentary Procedure Parliamentary procedure is a structure for holding group meetings and making decisions. It is meant to make meetings democratic and decision making orderly. In order for a business to be conducted at a meeting, there must be a quorum. A quorum is a proportion of the membership needed to conduct official business. Slide 1 of 3

14. SECTION 8.2 Elements of Speech and Writing Parliamentary Procedure • A meeting follows a standard order of business, also called an agenda. 1. Call to order 2. Minutes of the meeting 3. Treasurer's report 4. Committee report 5. Old business 6. New business 7. Adjournment Slide 2 of 3

15. SECTION 8.2 Elements of Speech and Writing Parliamentary Procedure • The Motion A motion is a proposal. A member must be recognized (allowed to speak) by the chair to make a motion, and a motion must be seconded before it can be discussed or voted on. Slide 3 of 3

16. SECTION 8.2 Elements of Speech and Writing Telephone Skills • When speaking to people on the telephone, follow these rules: • Answer the telephone with a cheerful but formal greeting. • Use a pleasant tone, enunciate clearly. • Listen well. • Be courteous. • Be prepared to take a message.

17. SECTION 8.2 Elements of Speech and Writing Writing • Writing a message takes more time and thought than simply having a conversation, but there are times when it is more appropriate. • Writing helps you organize your thoughts. • Writing provides a permanent record. • Writing is harder to ignore.

18. SECTION 8.2 Elements of Speech and Writing Basic Considerations in Writing • In every type of writing, it is important to know the precise reason for which you are writing a message. The following are three basic considerations when writing: • know your reader. • know your purpose. • know your subject. Slide 1 of 4

19. SECTION 8.2 Elements of Speech and Writing Basic Considerations in Writing • Know Your Reader • Who are the people who will receive your message? • Why will they read your message? • What do they know about the subject? Slide 2 of 4

20. SECTION 8.2 Elements of Speech and Writing Basic Considerations in Writing • Know Your Purpose • Most of your writing will be done for one or more of these reasons: • to inform • to request • to confirm • to persuade • to inquire • to complain Slide 3 of 4

21. SECTION 8.2 Elements of Speech and Writing Basic Considerations in Writing • Know Your Subject You need to know your subject well to write a clear message about it. You may be well educated on particular subjects for your job, but sometimes further research will be necessary. Slide 4 of 4

22. SECTION 8.2 Elements of Speech and Writing Business Letters • Most business letters contain eight standard parts: • 1. Return address • 2. Date line • 3. Inside address (name and address of addressee) • 4. Salutation (usually "Dear ________,") • 5. Body (message) • 6. Closing • 7. Signature block • 8. Reference initials (initials of letter composer and typist)

23. SECTION 8.2 Elements of Speech and Writing E-mail E-mail is commonly used for communication within an office or company. Although e-mail has a reputation for speed and informality, it is important to compose your e-mail messages carefully. Why do you think this is so? From: Jessica H. Johnston <j.h.johnston@southlandoffice.net> To: Dan Provost <danprovost@supersportsmagazine.org> Date: Wednesday, October 25, 2000 4:26 PM Subject: Your request — — — — — Dear Mr. Provost, Today we received your written request for four (4) reams of Pale Yellow 24-pound writing bond. We are ordering it for you from our supplier, who promises to have It in five (5) days. I will call you as soon as it comes in. Thank you for thinking of Southland for your office supply needs. We look forward to filling this order and doing business with you in the future. Jessica H. Johnston — — Jessica H. Johnston Senior Manager j.h.johnston@southlandoffice.net Phone: (800) 867-5309 Fax: (888) 867-5309

24. SECTION 8.2 Elements of Speech and Writing Memos Memos are used for communication within an office or company. Their format is more informal than a business letter. Why do you think this is so? When do you think it would be better to send a memo to someone in your company, rather than an e-mail or a letter? MEMORANDUM To: All Office Employees From: Jessica Johnston Subject: Filling Special Stationery Requests Date: August 30, 20-- Over the last three weeks, we have received three (3) customer requests for 24-pound writing bond in unusual colors that we do not regularly stock. Please fill any such orders from South Bay Suppliers in Santa Monica at 391-4300. Let me know if you have any questions. JHJ

25. SECTION 8.2 Elements of Speech and Writing Reports • Business reports cover such topics as yearly sales, survey results, or problems that need attention. • In-house reports are to be read only by company employees. • Other reports, such as reports to stockholders, are written for a wider audience.

26. SECTION 8.2 Elements of Speech and Writing Company Publications Many marketing companies produce internal publications for their employees. • Example: Employee handbooks that outline policies and procedures, company newsletters, and external publications, such as promotional brochures.

27. ASSESSMENT 8.2 Reviewing Key Terms and Concepts • 1. What are the three most common purposes for speaking? • 2. What are the four basic patterns used to organize a spoken message? • 3. What is parliamentary procedure? Why is it used? Slide 1 of 2

28. ASSESSMENT 8.2 Reviewing Key Terms and Concepts • 4. What types of information should you write down when taking a telephone message? • 5. What are the three basic things you should consider when writing? Slide 2 of 2

29. ASSESSMENT 8.2 Thinking Critically Your coworker has asked you to review a letter he has written to a customer. What elements will you look for in his business letter?

30. Marketing Essentials End of Section 8.2