The article "Telling it like it is" talks about communications, it has been created by Clive Simpkins.
The 'tone and manner' of business correspondence going to
clients is something that receives scant attention in most
organizations. Advertisements are usually subjected to
exaggerated scrutiny, but non-advertising communication is often
of the 'default' sort. This is bad news in corporate image terms.
Some thoughts which might help chnage this: 1) The 'old days' of
using extremely formal, legalistic or archaic language forms are
gone. This is largely as a result of e-mail, SMS,
teleconferencing, videoconferencing, movies, actuality TV, radio
broadcast informality, development of the global village and the
like. Even the BBC - the last bastion of so-called 'Queen's
English', has for yeras already showcased a plethora of regional
and international accents along with stylistic and delivery
differences.
Even given the legislative and other constraints of
some professions remember that good communication is simple
communication. Slippnig into 'ghastlies' like
'heretoforementioned', 'as per', 'your telecon refers', 'will
revert' and such clichés should be avoided at all costs. Where
the gravity or other implications of a communciation merit it,
don't use colloquial language if that's not your style, but
equally, avoid sounding like an apprentice in Charles Dickens'
writing factory.
2) Nobody speaks their mother tongue with phrases like, 'we
shall', 'you could not', 'they have not', etc. We actually say
we'll, you couldn't, they haven't etc. I'm not suggesting you
start wrtiing like that if it's not comfortable or natural for
you. But 'spoken-speech language' is the way of the future.
3) A good way to end correspondence, is not with 'Yours
faithfully', but 'Yours sincerely', or even betetr still,
'Cordially'. If you know the person personally, myabe end with
'Kind regards', 'Regards', 'Warmest regards' etc.
Even
'Affectionately' is appropriate under the right circumstances.
I've even got to the 'Lots of love' stage with some of my
clients, but heck - who knows, maybe you're not the huggy sort!
E-mail tends to have introduced brusqueness that is devoid of
either saluttaion or sign-off etiquette - which is just plain
rude. The greatest communication compliment that can be accorded
an idnividual is when that person's speech and their literary
style are virtually identical. That's the highest level of
communications congreunce. Again, it may not be stylistically
suitable if you're drafting a legally-binding contract, tender,
responding to a proposal or confirming something that needs to
be written in an unambiguous way.
However, when it comes to e-mail or newsletter-type
communications with your client base, a warmer, less-formal but
still dignified and respectful mode of address works better.
Maintain an ethos of personal service, approachability,
accessibility and humanity.
Your business can still function
very professionally while maintaining a personal touch.
A
natural, spoken-English style of writing in PR or
business-to-client relatiosnhip marketing communications is not
only appropriate but desirable.
To quote verbatim the conclusion of a famous British politician
in a letter to someone he detested.... "I remain sir, your most
humble and obedinet servant. (Like hell! )"
|
