BITS Pilani

Pilani | Dubai | Goa | Hyderabad

MBA C431 Managerial

Communication
Lecture 5
JAYASHREE MAHESH

BITS Pilani
Pilani | Dubai | Goa | Hyderabad

PROCESS OF WRITING

Five main stages in writing

Prewriting : purpose, readers, data,
organize, outline
Drafting : right balance, right words,
tailoring language to the audience
Revising: process of modifying, increase
effectiveness
Formatting:
appearance,
design
elements, professional look, appropriate
to specific message
Proofreading: read from printed copy,
allow time, read
aloud, double check
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Prewriting
Planning stage in which you think
through the writing stage and
develop a plan for accomplishing it.
During prewriting one should:
Determine the purpose
Know the readers
Search and collect data for message
Organize and prepare an outline
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Five Ws and one H

What is the problem? What is it that needs to be
ascertained?
Why is the issue important? What is its relevance
to the dept/orgn.?
Who is involved in the situation- reader and writer
When the source and time of the problem and
when the report will be read
Where would the reader be at the time he
receives the report
How would the report be written what
information to be included/excluded/avoided
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BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Sample Exercise
You are the marketing manager at Seaside
resorts, a chain of hotels along the coastal
regions like Goa, Andhra Pradesh, Tamilnadu
and Maharashtra. You have noted that many of
the larger hotel chains have instituted frequent
stay plans, which, like the frequent flier
programs they are modeled after, reward repeat
customers with free lodging, travel or
merchandise. You want to write message to
your VP, Ashok recommending a similar plan
for Seaside Resorts.

BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Purpose
General Purpose: To describe the
benefits of a frequent stay plan at SR
Specific Purpose: To persuade
Ashok to approve the development
and implementation of a frequent
stay plan for a 12 month test period
in Seasides 3 Tamilnadu Resorts

BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Audience Analysis
Who is the primary audience?
Are there any secondary audience?
What is your relationship with the
audience?
How will the audience react?
What does the audience already
know?
What is unique about the audience?
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Scenario 1
Ashok is your immediate superior, will be
the only reader of your memo and he has
the authority to approve or reject your
memo. He is also an old hand in hotel
business (20 years of managerial
experience) and he respects your
judgment. He has made it clear that he
likes directness in writing ( presenting
major ideas upfront and then skim rest of
the information if necessary)
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Scenario 2
Ashok took up the VP post at SR 6
months ago and that he is still
learing the ropes of the hospitality
industry.
Up to this point your
relationship with him has been
cordial, although he is not very
familiar with your work.

BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Scenario 3
Ashok has indicated that he doesnt
completely trust your judgment and
does not have confidence in your
skills

BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Approach 1
The purpose of this memo is to
recommend implementing a freequent
stay plan for a 12 month test period in
our 3 Tamilnadu resorts.
This
recommendation is based on review of
the policies of our competitors and on
an analysis of the costs and benefits
of instituting such a program. The
pertinent data is presented below.
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Approach 2
The attached wall Street Journal
article discusses four large hotel
chains that have started frequent
stay plans The purpose of this memo
is to describe such plans and analyze
their cost and benefits. Then I will
recommend what action ST might
take in this regard

BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Approach 3
To gather the needed data, I studied
published reports prepared by the Hotel
and Restaurant Assn. Then, I interviewed
the person in charge of frequent stay
programs at the three hotels. Finally Dr.
Aiyer, Professor of Hospitality Services
reviewed and commented on my first
draft. Thus this proposal is based on a
large body of data collected over two
months.
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Content
Brainstorming
Mind Mapping

BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Organizing
Develop an outline
Group related ideas
Differentiate between major and
minor ideas
Decide on Direct Vs. Indirect
approach

BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Drafting
Organizing the information collected
and preparing a first draft
Find the right balance for words and
right words for balance
Let ideas flow
Overcome writers block
Engage in free writing
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Tips To Be Followed In Drafting

Short and simple
Choosing correct words
Sentence structure
Paragraph construction
You viewpoint

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Revising
Process of modifying a document to
increase its effectiveness
Conduct a thorough critical view and
revise document for

Content
Correctness
Clarity
Conciseness
Vigor
Readability
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Revising
Ask the following questions:
Is the content appropriate for the purpose I've

identified?
Will the purpose of the message be clear to the

reader?
Have I been sensitive to the needs of the reader?
Is all the information necessary?
Is any needed information missing?
Is the order of presentation of the topics effective?
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Formatting

Way the ideas are packaged before

sending it to reader
No single universally accepted format
Use the format appropriate for each
specific message
Margins
Line spacing
Type style /fonts
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Proof Reading
Careful review of final draft to
eliminate errors in terms of
Content
Tone
Style

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Proof Reading
Begin by proofing for content errors. Be sure
that the document makes sense.
Next read the document slowly, checking for
typographical errors.
a. Look for errors that form a new word.
b. Double-check proper names and figures.
c. Pay close attention to report titles and
headings,
letter openings and closings, and
last paragraphs.
Finally, review the format.
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Tips for Proof Reading

Do not proof read from computer
screen
Proof read after composing first draft
Take a print out in double space
Read message aloud
Allow time for proof read
Check for capitalization, spelling of
names, numbers used etc.
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BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Sample First Para 1

The purpose of this memo is to recommend
implementing a frequent stay plan for a 12 month
test period in our 3 Tamilnadu resorts.
This
recommendation is based on review of the
policies of our competitors and on an analysis of
the costs and benefits of instituting such a
program. Implementing such a program will keep
us competitive in the Tamilnadu Market and may
significantly increase guest loyalty and profits. In
this memo I will discuss why we should establish
a frequent stay program, how we should develop
the program and how we can implement the
program for our guests
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Sample First Para 2

A recent wall street journal article discusses four
small hotels that have started frequent stay plans.
I became interested in this idea for seaside and
would like to share with you my research about
these programs. My research shows that 77% of
our competitors have a frequent stay program and
a recent survey shows that nearly half of the 5000
respondents chose specific hotels (even if they
were expensive) in order to accrue hotel loyalty
points. In this memo I will describe frequent stay
plans and then analyze cost and benefits for
Seaside. After reviewing this information, I hope
that you will consider piloting a frequent stay
program at our 3 Tamilnadu resorts.
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

 Practice Exercise- Refer to handouts

BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956