Module 25 - Using Visuals

Module 25 discusses how to use visuals effectively and ethically. The number of visuals used depends on the purpose of the presenter. More visuals are good for showing relationships and persuading, when information is complex or contains extensive numerical data, and when the audiences values visuals. Visuals should tell a story that supports your claim, challenges so-called “common knowledge”, shows trends or changes you didn’t know existed, has commercial or social significance, provides information needed for action, or is personally relevant to you or the audience. Focusing on a topic, simplifying data, or looking for relationships and changes can create stories.
The type of visual used should also be taken into consideration. Tables are used to identify exact values. Charts or graphs are used to have the reader focus on relationships. Pie charts, for example, compares parts to a whole, while bar charts or line graphs compare one item to another item, or items over time.
Every visual needs to contain: 1) a title, 2) clearly stated data, 3) clearly labeled units, 4) identifiable axes, colors, symbols, etc., 5) the source of the data, and 6) the source of the visual.
Visuals should also be checked for accuracy and ethicality. This can be done by differentiating between actual and estimated or projected values, avoiding perspective and three-dimensional graphs, avoiding combining graphs with different scales, careful use of people in histographs to avoid sexist, racist, or other exclusionary visuals statements. Also, presentation visuals should simplify the paper visuals in the document. Making effective visuals comes down to making them informative and appealing.

Module 24

Long reports are complex and take time to write and organize effectively. The problem-solving report format is a common format in the business world. There are some parts of the long report that can be transferred from the proposal with some revision. The introduction can be revised with the Purpose, Scope, Assumptions, and Methods from the proposal. The bibliography from the proposal can form the references or works cited. A long report should contain: (1) Cover, (2) Title Page, (3) Letter of Transmittal, (4) Table of Contents, (5) List of Illustrations, (6) Executive Summary, and (7) Report Body. Each section has it’s own way to be organized.
When determining whether to use a letter or a memo of transmittal, employees use memos while non-employees should use a letter. The transmittal’s purposes are to transmit the report, to orient the reader to the report, and to build a good image of the report and its writer.
The executive summary informs the reader what the document is about. It summarizes the recommendation and the reason for choosing the recommendation. It should be organized with the main points first, then the supporting points, followed by brief description of the methods used during the research.
A good way to write long reports is to write all headings and mark which ones would be most important to the reader and spend the most time on them. This will prevent spending too much time on sections that aren’t important to the reader.

Module 23

Short reports need to be organized according to the reader’s expectations. An informative or closure report summarizes completed work or research that doesn’t result in action or recommendation. This pattern includes and introductory paragraph summarizing the problems or successes of the project, a chronological account of the history of the problem, and a concluding paragraph with suggestions for later actions.
Feasibility reports are structured to evaluate alternatives and should open by explaining the decisions made, followed by evaluations of each alternative, and finally the recommendation. Justification reports recommend or justify a purchase, investment, hiring, or change in policy. They should be organized by (1) indicating what is being asked for and why it’s needed, (2) a brief background of the problem or need, (3) explain each possible solution, (4) summary of action needed to implement recommendation, then (5) ask for the action wanted.
There are seven basic strategies for organizing information in reports: comparison/contrast, problem-solution, elimination of alternative, general to particular or particular to general, geographic or spatial, functional, and chronological.
Typically, reports should be written in the same style as other business documents with three exceptions: (1) reports need to be written with a formal style, (2) avoid the word “you”, and (3) all definitions and documents needed to understand recommendation needs to be included in the report.

Modules 27 & 28

Module 27: Resumes

A resume is a persuasive summary of qualifications for employment. The qualifications need to fit the job and company in order to get noticed by the employer. Employers look for skills that help their needs, so those should be emphasized. Depending on your work history, choosing the right type of resume is instrumental in drafting a successful resume. Chronological resumes should be used if someone has a long work history and should be drafted in reverse chronological order, or latest job listed first, then previous and so on. Chronological resumes also emphasize job titles, degrees, and dates. A skills resume emphasizes the skills that you have that will meet the needs of the position you’re applying for. This type of resume is good for someone that doesn’t possess a long work history or recent graduates.
No matter which type of resume you choose, the word “I” should be omitted, bullet points can be used, and the career objective, summary of qualifications, education, honors, and references should be included. The differences between the two is how experience, activities, and volunteer work is handled.

Module 28: Job Application Letters

Job application letters are used to get an interview. It is used to show the company what you can do for them. The focus of the letter needs to be on the major requirements of the job, any points that separate you from other applicants and the knowledge of the organization, and qualities that are universally accepted by most employers i.e. effective writing and speaking skills, problem solver, and able to get along with others.
There are two different types of job application letters depending on whether the company has asked for applications or not. If the company is hiring, a solicited letter should be used. For companies that haven’t announced openings, a prospecting letter should be written. The difference between the two letters is the beginning and ending of each. However, both letters need to include your qualifications in the body paragraph. A job application letter should be kept to one-full page and use a you-attitude and positive emphasis.

Module 22

Module 22: Finding, Analyzing, and Documenting
Researching for reports can be done by either secondary research (library or online search of already gathered information from someone else) or by primary research (surveys, interviews, or observations to gather new information). Closed and open questions can be included in surveys and questionnaires, but shouldn’t probe the complexities of the subject at hand. Surveys should consist of respondents from a random sample of the population that you want to make statements are about. Convenience samples consist of easy-to-get respondents like students or coworkers, but harder to generalize to the larger population. Judgment samples consist of a group of people whose views seem useful. They should be used for interviews.
When analyzing numbers, the mean, median, and range can be used but can also produce different results. Checking for logic can be done with causation and correlation. Causation is when one thing causes or produces another; correlation is when two things happen at the same time. Identifying the patterns that represent the causes of the problems can help when trying to find the best solutions. Testing the ideas against reality and being able to present evidence strengthens the argument convincingly.
Sources should be documented using MLA or APA formats. Citations must be used to attribute ideas or facts to its source in the report. Providing documentation, or bibliographic information, allows readers to go back and check the original source. MLA and APA formats are used regularly in courses that require research papers and the citing of the sources and quotes helps protect against plagiarism, enhance credibility, and demonstrate honesty in the writer.

Module 21

Module 21: Proposals and Progress Reports
This module focuses on the first of five basic steps to writing reports:
1. Define problem
2. Gather information
3. Analyze information
4. Organize information
5. Write the report
Reports are used to provide organizations with information needed to make plans to solve problems. Reports can be written in many different kinds of documents, memos, letter, or even Power Point slides. Formal reports will contain a title page, a transmittal, a table of contents, and a list of illustrations. Informal reports can be letters, memos, or computer printouts of production or sales figures. There are also three levels of reports dependant upon what is included in the report. Information reports collects data for the reader. Analytical reports interpret data but don’t recommend any action. Recommendation reports recommends action or a solution.
Proposals suggest solutions to organizational problems. One-fourth of research needs to be done before drafting proposals to define the problem the report will discuss and to identify topics to investigate. A purpose statement is written to make three things clear:
1. The organizational problem or conflict
2. The specific technical questions that must be answered to solve the problem
3. The rhetorical purpose (to explain, recommend, request, or propose) the report is designed to achieve
A proposal must answer:
What is the problem?
How to solve it?
What you will provide?
Can you deliver your promise?
What are the offered benefits?
When will you complete the work?
How much will you charge?
For class research projects, use the following headings: problem, feasibility, audience, topics to investigate, methods/procedure, qualifications/facilities/resources, work schedule, call to action. Long sales proposals need to have a one-page cover letter organized to 1.) Catch the reader’s attention/summarize three major benefits offered, 2.) Discuss each benefit in the order mentioned, 3.) Deal with the readers’ potential objections or concerns, 4.) Briefly mention other benefits, and 5.) Ask for approval and provide a reason for prompt action.
Progress reports are used to reassure the funding agency or employer that you’re making progress and allow solutions to any problems that may arise.
Progress reports can be organized chronologically (Summary, work completed, work remains, and completion on/off schedule), by task (organized by tasks worked during the period), or recommendation (increase of funding, direction change, or cancellation). Progress reports can also be used to enhance your image (provide details), float trial balloons (provide other alternatives), and minimize potential problems (challenges that may lie ahead).

Modules 15 & 16

Module 15: Choosing the Right Word
Choosing the right words for business messages depends on context: the situation, purpose, audience, and words already used. Words need to be accurate to your meaning, appropriate for the situation, and familiar to the reader. Using the right word creates credibility and professionalism for the writer. Since most English words have two meanings, it is important to make sure that the reader is understanding the writer’s same meaning of the words used. When it comes to using jargon in messages, jargon should only be used if it’s essential. In job applications, it is OK and shows competence in the field. In other messages, essential jargon should be defined if you think the reader might not understand it. Having been in the military for 6 years, I became very accustomed to technical military jargon that has now use out in the professional business world. Finding “plain English” equivalent words always sounds more appropriate and familiar to the reader.

Module 16: Revising Sentences and Paragraphs
Revision should happen at least three times. The first, focus on content and clarity to expand, add, modify, and delete sentences and paragraphs. The second should focus on the structure of the message and changing the order of sentences and paragraphs to help the flow and promote reader benefits. The third revision should improve the style and tone of the sentences and paragraphs. Editing will be done later to check for grammatical corrections. Maintaining a businesslike but friendly level of formality is a good style for business writing. The style used in term paper writing will differ in business writing.
When revising sentences, six techniques can be used to help make the writing easy to read.
1. Use of active verbs
2. Use verbs to carry the weight
3. Make the writing tight
a) Eliminate words that say nothing
b) Use gerunds and infinitives to makes sentences shorter and smoother
c) Combine sentences to eliminate unnecessary words.
d) Make the subject and verb the meaning of the sentence to eliminate words
4. Have varying sentence lengths and structure
5. Use parallel structure
6. Place readers in the sentences – “you-attitude”
Topic sentences should begin a paragraph to form unity, or to stick with one idea or topic throughout the paragraph. Use transitions help guide the reader along between topics and paragraphs. Ultimately, the style used depends upon the organizational culture. Bosses may prefer other ways of writing, but if it seems unreasonable, ask if a more effective writing style can be used.

Modules 8 & 13

Module 8: Reader Benefits

This module provides techniques to use reader benefits to enhance business messages. Reader benefits that the reader gets by using your service, buying your products, following your policies, or by adopting your idea. Reader benefits are essential in both informative and persuasive messages by providing reasons to comply with policies (informative) and to give reasons to act (persuasive).

Reader benefits work because they improve the attitudes and behaviors of co-workers. Brainstorming feelings, fears, and needs that may motivate the reader can identify reader benefits. Product or policy features that meet those needs should then be identified and explained how they could benefit the audience.

Each benefit should be described using strong, vivid details in 3-5 sentences. Psychological description is a technique used to create scenarios that the reader can relate to by drawing comparisons to the senses – see, hear, feel, smell, taste. Psychological descriptions are best used early one to catches the readers’ attention.

3 principles can help decide which benefits to use.

1.     Use at least one benefit for each part of your audience.

2.     Use intrinsic benefits. (These automatically come from using a product or doing something)

3.     Use the benefits you can develop most fully.

Finally, reader benefits must include “you-attitude”. If not, they sound selfish and the reader won’t see the benefit for them.

Module 13:E-Mail Messages and Web Writing

This module discusses strategies to use to write effectively with e-mail and for the Web. E-mail is a major source for communication in many businesses. Formats are still evolving however, most writers treat e-mail messages as informal letters or memos. Subject lines should be specific, concise, and catchy.

Negative and persuasive messages need to be more direct than if you were to write a paper document. It’s all about the time and how quickly the reader can understand and act upon the message. Attachments should be sent when the reader expects and needs them, especially with long documents, text documents with extensive formatting, or non-text files (Power Point slides, html files, spreadsheets). Inform the reader of what program attachments are in and stay safe from viruses by installing up-to-date anti-virus programs on your computer.

When writing for the web, use good business writing principles and consider people’s interaction with the text. Use frames to organize text and reduce the need for scroll. Blogging has become increasingly popular in communicating between CEOs and employees and are being used to recruit employees. When using social networking as a business tool, professionalism needs to be a must. People have been fired for posting inappropriate comments and images to facebook.

Instant messaging, fax, phone, and videoconferencing are also other technologies that can be used for communication among the Internet.

Modules 11 & 12

Module 11: Negative Massages
In module 11, how to properly write negative messages was the topic. The primary purposes for negative messages are to give the reader bad news, to have the reader read, understand, and accept the message, and to maintain as much goodwill as possible. The secondary purposes are to build a good image of the writer and the writer's organization, and to reduce or eliminate future correspondence on the same subject so the message doesn't create more work for the writer. Negative subject lines should only be used if you think the reader may ignore the message. The organization of a letter that delivers a negative message to customers or other people outside your organization should start with the reason, then refusal, then the alternative, and finally end with a goodwill ending. Letters that deliver bad news to superiors should start with the shared problem, then the details, then the alternatives, then finally a request for action. The most common kind of negative messages are rejections and refusals, disciplinary notices and negative performance appraisals, and layoffs and firings.
Module 12: Persuasive Messages
Modules 12 shows how to successfully write persuasive messages. Persuasive messages are used to have the reader react to the information provided in the letter. Direct request patterns are used when a response is needed from people willing to act. Problem-solving patterns are used when action is needed from everyone. The organization for a direct request should start with the request for action, then the details, followed by the request for action again. The organization for problem-solving persuasive messages should start with the shared problem, then the details, then solution, followed by the negatives, reader benefits, and finally the request for action. Other techniques for making the message more persuasive is to build credibility and emotional appeal. This can be done by using the right tone and reasons for the reader to act promptly. The common kinds or persuasive messages are orders, collection letters, performance appraisals, and letters of recommendation.

Modules 9 & 10

Details pertaining to the most common formats when writing letters and memos were the topics for module 9. Block and modified block are the most common letter formats used. The structure of a business letter was also explained (i.e. letterhead, subject line) and how to properly enclose the letter before sending. The subject line are required in memos but optional in letters and should include what the letter is about. How to what courtesy title (Mr. and Ms. unless professional titles are aquired).
Module 10 focused on information on how to effectively write informative and positive messages. A subject line that contains the basic information or good news is the best subject line for an informative or positive message. They are usually short, specific, and appropriate for the pattern of organization. Good news and a summary should be the first information organized in the message. The structure for the message should be: 1. Main Point, 2. Details, 3. Negatives, 4. Reader Benefits, and 5. Goodwill Ending. The ending should be positive, personal, and forward-looking, suggesting that serving the reader is the real concern. The most common kinds of informative and positive messages are transmittals, confirmations, summaries, adjustments, and thank-you notes.

Netflix.com vs. Redbox.com: A Tale of the Tape

For a fair analysis of each website, I am viewing both websites as a “non-member”. That means that I have logged out of my Netflix account to view the page as a new customer would since I do not have a log in for Redbox.

With that being said, the first website under review is Netflix.com. Netflix provides Internet streaming video and flat-rate DVD-by-mail services to its subscribers. The home page is very simple and easy to understand, allowing individuals to quickly find what they want. Netflix logo, which acts as the “home” button, is located upper left of the screen of every page while members also have a sign in link in the upper right. The main area of the page allows individuals the opportunity to start their free trial, browse selection, or create an account. The flat-rate, tech support number, and devices that can connect to Netflix accounts are also provided. The bottom of the page contains links that will also connect to everything mentioned above, as well as links for those interested in company information like jobs, RSS feeds, terms of use, and privacy policy. All this can be accessed without having to scroll the page.

Netflix takes advantage of using white space, or in this instance their famous “red space”. Everything is aligned in the center of the page. The headings draw the individual’s attention to specific areas that contain key information that every potential customer should be aware of. A main picture in the center of the page shows a family enjoying Netflix services while smaller, but still detailed, pictures show the various devices i.e. Wii, PS3, Xbox, laptop, and TV that Netflix connects to. A neat feature that Netflix applies to their site is the pop-out box that expands when the cursor is over a film title that allows the individual to view details about the film and if the film is available for Internet streaming.

The audience for Netflix has to be anyone interested in viewing films. Since Netflix has become the dominant supplier of on-demand media, their selection seems unlimited. Mainstream, independent, documentary, and, more recently, original programming media has expanded their services to just about anyone with an Internet connection, DVD, or Blu-Ray player. Netflix’s simple, yet effective, web site allows users to choose virtually any movie or TV show that they want to watch, whenever they want. 

Redbox is a competitor for Netflix, however, they use a kiosk approach where customers can pick up DVD and Blu-Ray instead of mailing them out. Redbox’s website, Redbox.com, has a layout similar to Netflix. Their logo (upper left), sign in (upper right), and company information (bottom of page) are all the same as Netflix. There are also links that a person can click on to locate Redboxes, and to browse movies, as well as games. The page in center aligned with banners and a slide show highlighting rates and new releases. One major difference that I see on Redbox’s site is that you have to scroll their main page to view the bottom 1/3 of the page. This is significant when we realize that the text states that viewers tend to not scroll down beyond the first screen of text. The only thing that Redbox can show in its favor from this is that the bottom 1/3 of the page contains information that maybe would be only useful to specific individuals that were interested in the company’s information, Redbox’s social media pages on Facebook, Twitter, Redblog, and email alerts.

Redbox takes a little longer than Netflix to load its pages and does not group similar titles (one picture each of the title for DVD and Blu-Ray). They do instill Netflix’s cool design of expanding the film’s information when the cursor is scrolled over, but does seem to be a bit slower than Netflix as well. The overall look of the site just seems a bit too cluttered for a business site and looks more like a blog than anything else. Also, having to locate a specific title to the nearest location could be frustrating for some individuals, especially if they miss the box where they can type in their zip to browse Redboxes nearest them.

The audience that Redbox seems to be trying to reach is those individuals that have the same interests as Netflix, but rather choose to not wait a day for Netflix to ship a title to them. At only a dollar a night, I’m sure that it is worth travelling to the nearest Redbox to grab something for movie night. I, however, have never preferred Redbox to Netflix. If I was to base which one I would do my business with which site was better aligned with the text, Netflix would win hands-down.

 

Modules 4 & 5

MODULE 4: Planning, Writing, and Revising
Great writing constitutes of those three things. Sounds simple enough although most people don't understand this multi-step approach. So the text breaks it down for us.
Planning
When planning to write, one-third of your time should be on planning and organizing. Deciding on what process to use can be difficult, but the text tells us to adopt expert processes to become better writers. Having a variety of strategies and clear goals for the audience are some of the things that expert writers will do.
The text also informs us of some techniques to use if ideas don't come easily. Brainstorming, freewriting, clustering, and talking to the audience are a few techniques to keep in mind when this happens.
Writing
When actually writing the document, we are told to keep in mind that the first draft can be revised. Writing regularly, breaking big jobs into chunks, and waiting to edit are a few processes that expert writers use to write effectively.
Revising
Another third of the time spent needs to be on revising and editing. These are making surface changes that will better satisfy your purpose and the audiences and make the document grammatically correct. Proofreading is explained as making sure the document is free from typos, how most people erroneously rely on spell check to catch mistakes. Having someone read the document could help in proofreading as well as receiving feedback.

MODULE 5: Designing Documents, Slides, and Screens
This module explained how to properly layout your document and the importance it has on communicating effectively. Creating a paper that is visually appealing is always better for your audience. Adding white space, headings, and knowing which font to use are all important to consider when writing a document.
Another key point mentioned is how to use slides effectively. Choosing a consistent template with the correct background color based on whether or not the lights will be on are key to how effective the presentation will be.
I won't talk about web designing a page, because unless someone has actually created a page and has a little bit of experience, chances are they won't be picked to design an organizational web page.

Modules 1 & 2

MODULE 1: Business Communication, Management, and Success
The first module explains the importance of communication in the business world. It stresses that effective writing skills will be an important (and never-ending) asset to possess in climbing the corporate ladder to success. Very true.
The module does a fairly decent job of explaining how business writing differs from school writing. The differences are the purpose, audience, information, organization, style, document design, and visuals.
Next, it explains what communication accomplishes by stressing how managers need communication to collect and convey information, to make decisions, and to promote interpersonal unity. The importance of listening was an interesting point made by explaining how newcomers not only need to listen to others tell them what to do, but to learn about the organization's values and culture.
The final key point that I will mention for module 1 is the PAIBOC questions used to analyze business communication problems. These questions help analyze the writer's Purpose, identifies the Audience's differences and characteristics, Information that must be included, reader Benefits to use to support the position, expected Objections from readers, and how the Context will affect the reader's response.
Overall, module 1 lets us know the importance of effective messages.

MODULE 2: Adapting Your Message to Your Audience
 This module helps us to understand how to best meet the needs of our audiences. Analyzing and adapting the messages to be respectful and empathic to your audience are always more successful and ethical.
The module describes the five separate audiences in an organizational setting as:
Primary Audience, Secondary Audience, Initial Audience, Gatekeeper, and Watchdog Audience. This goes to show that the messages we send has the potential to be viewed by more people than we might think.
Next, finding out about the audience will help us prepare and deliver an effective message. This includes: finding out how much the audience knows about the topic, demographic factors, personalities, values and beliefs, and past behaviors. 
Also pointed out in the text, we can see how the messages reach the audience through multiple channels. The world is a much smaller, yet accessible place with all the digital technological channels that messages can go through. Although, depending on the purpose, audience, and the situation certain channels of communication may be better than others.
Again, module 2 helps us define audiences and how to adapt to their needs.