Unit 2: The three-step writing process
Business Communication for Managerial Effectiveness notes · PTU syllabus (MBA 107-18)
On this page
- Unit summary
- The three-step writing process
- Analysing the situation
- Gathering and organising information
- Adapting to the audience
- Brief and electronic messages
- Routine, positive and negative messages
- Planning and writing reports
- Writing proposals
- Writing effective emails
- Key terms
- Quick revision
- Important questions
Unit summary
Written messages carry decisions, commitments and records. This unit covers the three-step writing process — analysing the situation, gathering and organising information, adapting to the audience — crafting brief and electronic messages, writing routine, positive and negative messages, and planning and writing reports, proposals and emails.
After this unit you can
- Apply the three-step writing process
- Analyse the situation and audience and organise information
- Write routine, positive, negative and electronic messages
- Plan and write reports, proposals and emails
PTU syllabus topics
- Analyzing the situation before writing
- information-gathering and organization
- adapting to the audience
- crafting brief and electronic messages
- writing routine/positive/negative messages
- planning and writing reports
- proposals and emails
- 1Plan
Analyse, gather, adapt
- 2Write
Organise and compose
- 3Complete
Revise, proofread, distribute
Topic 1
The three-step writing process
- 1Plan
Analyse the situation, gather information, select the medium, organise
- 2Write
Adapt to the audience, compose the message
- 3Complete
Revise, produce, proofread, distribute
- Spend roughly half the time planning, a quarter writing and a quarter completing (Bovée and Thill).
Topic 2
Analysing the situation
- Define the purpose: general (inform, persuade, collaborate) and specific (what the reader should know or do).
- Profile the audience: primary and secondary readers, size, knowledge, expectations, likely reaction, culture.
- Test the purpose: is it realistic, appropriate, timely and acceptable to the organisation?
Topic 3
Gathering and organising information
- Gather: consider the audience's needs, use informal research (files, colleagues, customer data), answer who, what, when, where, why and how.
- Select the medium: oral, written, visual, electronic — by richness, urgency, formality, cost and need for a record.
- Organise: state the main idea, limit the scope, choose the approach and outline.
Order
Main idea first, then details
Reasons first, then main idea
Use when
Audience is receptive or neutral
Audience may resist or be displeased
Examples
Routine requests, good news
Bad news, persuasion
Topic 4
Adapting to the audience
- You-attitude: write from the reader's point of view — "you will receive" rather than "we have sent".
- Positive language: state what can be done rather than what cannot.
- Politeness and bias-free language: avoid gender, race, age and disability bias.
- Credibility and image: be accurate, support claims, project the company's image.
- Plain English: short sentences, familiar words, active voice, strong verbs, no jargon.
Topic 5
Brief and electronic messages
| Form | Use | Key features |
|---|---|---|
| Business letter | External formal communication | Letterhead, date, inside address, salutation, subject, body, complimentary close, signature; block or modified block layout |
| Memo | Internal communication | To, From, Date, Subject; brief, direct, no salutation |
| Fast internal/external messages | Clear subject line, short paragraphs, professional tone, no all caps, check attachments, reply-all with care | |
| Web writing | Websites, blogs, social posts | Scannable, headings, keywords (SEO), short sentences, links, accessibility |
Example
Email subject line: "Request: approval for ₹2 lakh marketing budget by 15 March" is better than "Budget" — it tells the reader the action and deadline.
- Instant messaging and text: brief, professional, avoid slang in formal contexts, do not share confidential information.
- Blogs and microblogs: conversational tone, scannable, regular updates, respond to comments.
Topic 6
Routine, positive and negative messages
Informative/routine (enquiries, orders)
Direct
Main point → details → courteous close
Positive (approvals, good news)
Direct
Good news → details → friendly close
Negative (refusals, bad news)
Indirect (usually)
Buffer → reasons → bad news → alternative → goodwill close
Persuasive (sales letters, proposals)
Indirect — AIDA
Attention → Interest → Desire → Action
- Negative messages: maintain goodwill — be honest, empathetic, explain reasons, suggest alternatives, avoid blame.
- Persuasive messages: use logic (ethos, logos, pathos), evidence, benefits to the reader, a clear call to action.
- 1Buffer
Neutral or positive opening
- 2Reasons
Explain logically
- 3Bad news
State clearly, de-emphasised
- 4Alternative
Offer an option or goodwill
- 5Positive close
Forward-looking
Topic 7
Planning and writing reports
- Report: an organised factual statement prepared for a specific purpose and audience to help decision-making.
- 1
Define the problem and purpose
- 2
Plan the scope and method
- 3
Collect data
- 4
Analyse and interpret
- 5
Organise and outline
- 6
Draft
- 7
Revise and present
- Structure of a formal report: title page, letter of transmittal, table of contents, executive summary, introduction (terms of reference), body (findings), conclusions, recommendations, references, appendices.
- Qualities: accuracy, objectivity, clarity, conciseness, logical sequence, readable layout, visuals.
Topic 8
Writing proposals
- Proposal: a persuasive document offering a solution, product or service — solicited (in response to an RFP) or unsolicited; internal or external.
- Structure: introduction (problem and purpose), background, proposed solution, scope and work plan, qualifications, schedule, budget, authorisation request.
- Tips: focus on the reader's benefits, be specific about deliverables and costs, support claims with evidence, follow the RFP format.
Topic 9
Writing effective emails
- Subject line: specific and action-oriented.
- Body: greeting, main point first, short paragraphs, bullet points for lists, clear request and deadline, polite close and signature block.
- Care: check recipients and attachments, avoid emotional replies, respect confidentiality, use reply-all sparingly.
Example
Email subject line: "Request: approval for ₹2 lakh marketing budget by 15 March" is better than "Budget" — it tells the reader the action and deadline.
Key terms
- You-attitude
- Writing from the reader's perspective
- Direct approach
- Main idea placed first
- Buffer
- Neutral opening that softens bad news
- Executive summary
- Stand-alone condensed version of a report
- RFP
- Request for proposal
Quick revision
- Three steps: plan, write, complete.
- Analyse purpose and audience; gather, select medium, organise.
- Adapt: you-attitude, positive, bias-free, plain English.
- Messages: direct for routine and good news; indirect (buffer) for bad news.
- Reports, proposals and emails: structure and qualities.
Important exam questions
Practice questions written to the PTU exam pattern for this unit's syllabus: short answers (Section A style) and long answers (Sections B and C style).
Short-answer questions
- Q1.Name the three steps of the writing process.
- Q2.What is the you-attitude?
- Q3.When is the indirect approach used?
- Q4.What is a buffer?
- Q5.Distinguish solicited and unsolicited proposals.
- Q6.State four guidelines for writing emails.
Long-answer questions
- Q1.Explain the three-step writing process.
- Q2.Discuss how a writer adapts a message to the audience.
- Q3.Explain how to write negative messages with an example.
- Q4.Describe the structure of a formal report and a business proposal.
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