The Writing Situation:

Purpose, Audience, and Tone

Your Writing Situation

• Sales Account Manager for Intel• Possible partnership with Apple, creating

chip for next generation of phones/iPads• You are asked to write the proposal to

Apple• What is at stake?• What are your odds of success?

Prewriting

• Identify purpose and audience and consider the appropriate tone (the writing situation)

• Decide what needs to be said and in what order

• Choose the most appropriate format (letter, e-mail, report, etc.)

Purpose

Why am I writing this document?What am I hoping to accomplish?

Purposes– Create a record– Request or provide information– Persuade

Audience

Who will read what I have written?

Audience Types– Expert– Layperson– Executive– Technician– Complex

Audience and Categories of Communication

• Upward: Intended for those above you in the workplace hierarchy

• Lateral: Intended for those at your own level.

• Downward: Intended for those below you in the hierarchy.

• Outward: Intended for those outside your workplace.

Multiple Audiences

• Primary Audience: the reader(s) for whom your document is primarily intended

• Secondary Audience: Another reader(s) who may have reason to read part or all of your document

Tone

What attitude does my document convey?

• Angry• Sad• Helpful• Calm• Respectful, etc.

Typical Tone: Reader-centered

• Courteous and positive• Formal but not stuffy

Reader-Centered Perspective

• You Approach– Emphasizing the reader’s needs and interests,

especially by using “you” whenever possible

• Positive Wording– Choosing words that emphasize the positive in a

negative message

Layaway Policy: To avoid wasting valuable time, we insist that you bring your receipt to the layaway desk.

OR Layaway Policy: So that we can serve you

better, please bring your receipt to the layaway desk.

Examples

We are flattered that you want to open an account with us. We are open from 7 am to 4 pm.

OR Thank-you for opening an account with us. For

your convenience, we are now open from 7 am to 4 pm.

Ethical Responsibility

• Don’t suppress, falsify, fabricate, or withhold information

• Don’t overstate or understate• Don’t misquote• Avoid deliberately subjective wording • Avoid conflicts of interest• Do not plagiarize

Exercise—p. 15

• Identify and record:– Purpose– Audience– Direction of Communication– Tone (as the e-mail is actually written)– Examples of poor choices on the part of the writer

Exercise—p. 15 (cont.)

• List specific ideas for improving this e-mail