Chapter 7

Business Letters
A. Stationery and Envelopes
B. Standard Parts of the Letter
C. Optional Parts of the Letter
D. Letter Layout

Memorandums
A. Stationery
B. Parts of the Memorandum
C. Layout of the Memorandum Body
D. Envelopes and Electronic Mail

Special Timesaving Message Media

A. Electronic Mail
B. Facsimiles (Faxes)
C. Telegrams, Mailgrams, Telexes
D. Teleconferencing

IV. Summary

Exercises and Problems

156
CHAPTER
7 THE APPEARANCE AND DESIGN OF BUSINESS MESSAGES

n the workplace of the future, you may send and receive dozens of messages, in-
terview a candidate for a position in your company through a videoconference,
write a report to your manager regarding a new initiative, and download several
company files for analysis—all from a PC in your home office or from your lap-
top if you are not at home. The electronic revolution is changing the way we
communicate, and these changes include formats and conventions of written
communication.
In the more traditional forms of written communication, your receiver will
form an impression of you based on the overall appearance and format of the
message. Your cover letter enclosed with your resume when you apply for a job
will communicate something about you even before your receiver reads a word
of it. This chapter is a brief overview of both the traditional formats of written
communication, such as letters and memos, and the newer communication styles
developing as a result of the exploding technology.

BUSINESS LETTERS
The medium used most often for written messages to persons outside your orga-
nization is the business letter. Your letter’s appearance conveys nonverbal impres-
sions that affect a reader's attitude even before that person reads the letter. The
many type styles and formats of modem word processing systems and printers
can enhance the appearance of your message and create a positive impression.
Elements of appearance that help produce favorable reactions are appropri-
ate stationery and correct letter parts and layouts.

Stationery and Envelopes

Keep the following guidelines in mind if you have an opportunity to suggest or
change your organization's stationery.

Quality, Size, Color

Good company stationery is To help build an image of quality, the paper for general business correspondence
most often at least 25 per- should have at least 25 percent cotton content; cotton does not turn yellow in
cent cotton content, 20- time as does wood pulp. Paper quality is usually 20-pound weight, based on the
pound weight, and white, actual weight of 4 reams (2,000 sheets) of standard-sized paper. Other types of
cream, or light gray in color. paper used are 16- and 24-pound weight. Most letters are the standard size 8" by
11 inches, with some legal firms using 8' by 14 inches. White is the most com-
mon color, although cream and light gray are also popular. With the new possibili-
ties generated by computer graphics, some messages are written on dark or
bright-colored paper. These colors should be used only in special circumstances,
however, as when the design of the message is as important as the substance.

Letterhead
Modern letterheads (see Figure 7.1) usually occupy no more than 2 inches at the
top of the page. The firm’s name, address, ZIP code, and sometimes telephone
number, cable address, fax number, Internet address, nature of business, and
 ‘PART THREE MESSAGE DESIGN

Letterhead information name of the department or branch office sending the correspondence are
should include the name, printed, embossed, or engraved.
address, ZIP, and telephone Optional details are names of officers and directors, trademark, slogan, and
number. Sometimes fax num- the firm’s starting date. Many firms include the extended ZIP code—four figures
bers, nature of business,
beyond the ZIP. Benefits of including the extended ZIP are high-speed sorting
and name of department are
of your outgoing mail and improved delivery services.
also included.

Polynesian Arms Hotel

6 Grand Beach Drive
San Juan, Puerto Rico
(219) 770-3347

eae bnlelaise Car Rental, Inc.

a> 13336 Laguna Drive
= Redondo Beach, California 67899-3456
318-456-6667

FINLAND COMMERCIAL COLLEGE

Juhaninkuja 6
Telephone: 397-23-4444 Finland
Fax: 397-23-4443 221

THE BAKER COMPANY

Mail Stop
P.O. Box 2073
Eugene, Oregon 89103-2390

THE UNIVERSITY OF HAUTE

SCHOOL OF BUSINESS ADMINISTRATION
107 HIGH STREET
HAUTE, NEVADA 48901-1234

JAMES SMITH
CHAIRMAN & MANAGING DIRECTING

Figure 7.1 |Ilustration of letterheads. IMDS address, fax, and eerare

numbers are printed on two lines at the bottom of the page.)
CHAPTER7 THE APPEARANCE
AND DESIGN OF BUSINESS MESSAGES a i (sststs—<‘“‘;OW!!!O!”!”!”!!COC~”CSD

Envelopes
Return addresses of the senders, often printed like the letterhead or, if neces-
sary, typewritten, should be in the upper left corner of the envelope. The ad-
dressee’s address, which is the inside address of the letter, should be placed on
the envelope according to U.S. Postal Service published guidelines for location,
legibility, abbreviations, and format. Addresses should always be typed in block
form, with all lines aligned on the left (see Figure 7.2). Information in the ad-
dress should be listed in the following order:

. Name and title of receiver

. Name of department |
. Name of organization
. Name of building (if relevant)
. Street address and suite number or post office box number
=.
Oo
NH
|!
fF
a City, state, and ZIP code (U.S.) or city, province, and postal code
(Canada)
7. Country (if letter is being sent out of the country)

Mail notations such as REGISTERED or SPECIAL DELIVERY should be

typed in all capitals below the postal area. Any on-arrival instructions, such as
CONFIDENTAL, PLEASE FORWARD, or ACCOUNT NUMBER, should be

Dr. Emily Sargassi Postage Area

Department of English
University Studies
Box 362
College Town, MI 48117 REGISTERED

MR. DONALD SMITH, MANAGER

HUMAN RESOURCES DEPARTMENT
WESTWOOD FILMS, INC.
48 ANDINO DRIVE, SUITE 14
LOS ANGELES, CA 90099
1 or 2 spaces

Figure 7.2 Large business envelope (no. 10 size—9'/2 by 4'/s inches) prop-
erly addressed for optical character recognition.
160 PARTTHREE MESSAGE DESIGN

typed in all capitals below the return address near the left upper edge of the en-
velope, as shown in Figure 7.2. Business correspondence should follow the pre-
scribed guidelines because the Postal Service uses scanners to speed operations.
The U.S. Postal Service extended ZIP codes can identify a floor in a large build-
ing or even a department in an organization.
To speed machine sorting and processing while holding down postal operat-
ing costs and postage fees, the Postal Service continues to make minor changes
in published preferences wherever possible and desirable. They also have, in
every large city, a joint Mailer/Postal Service organization that deals with mailer
problems and suggestions. A free monthly pamphlet and various guidelines for
successful envelope addressing are available from your local post office.

Standard Parts of the Letter

Most business letters have the following parts: (1) heading: letterhead and date,
(2) inside address, (3) salutation, (4) body, (5) complimentary close, (6) signature
area, and (7) reference section, as shown in Figure 7.3.

1. Heading—Letterhead and Date

A heading shows where the letter comes from, and if it is letterhead stationery, it
is usually at the top center of the letter. If you are not using letterhead stationery,
your return address, but not your name, is typed directly above the date about 2
inches from the top, as in Figure 7.4, p. 165.
Usually the date is typewritten two to six lines below the last line of the let-
Headings—either letterhead terhead—at the left margin, centered, begun at the center, or placed so it ends
or your own address—
with the right margin. Date sequence preferred in American business is month,
should be at the top of the
day, year—March 5, 1997—with the month spelled out. If you use the figures
letter before the date and
3/5/97, the meaning in Europe, Latin America, and Asia would be day, month
before the name and ad- >

dress of the receiver of your

message.

Communication Probe

The kind of stationery a company chooses, its quality, and any graphic de-
signs or letterhead formats it chooses can communicate a strong message
to clients and consumers. If a company has no consistent graphics, letter-
heads, or quality of stationery, the message can be one of visual chaos, sug-
gesting an absence of attention, organization, and effective management. A
lack of quality and consistency can also be costly, with each division and
department designing and funding its own stationery, letterheads, and im-
ages. Although a reader usually does not study the kind of stationery used
by a company or the effectiveness of its graphics, the physical characteris-
tics nevertheless do communicate a strong impression that can help or hin-
der the substance of the message.
Spaeth, T. (1991, Winter). Diagnosing corporate identities. Design Management Jour-
nal, 47-51.
CHAPTER
7 THE APPEARANCE AND DESIGN
OF BUSINESS MESSAGES — 33) a = 161

Heading-— LETTERS FOR LIVING

Letterhead 472 South 4th
San Romano, Texas 40023-1300

Date February 15, 199-

Ms. Sylvia Murtree

Inside Communications Director
address Sogood Products, Inc.
1448 Elm Street
Frankfort, KY 47001-2233

Salutation Dear Ms. Murtree:

You are reading an example of the modified-block form of business letters. This
form is characterized by all parts of the letter except the date, complimentary close,
and signature sections beginning at the left margin.

In this example, the date and the complimentary close both begin at the horizontal
center of the page. (The date could also be placed so that it ends at the right hand
margin. Likewise, the complimentary close could start to the right of center so
body that the longest line in the signature area ends at the right hand margin.) Company
and business title are typed on the fourth line below the complimentary close.
The signer's title may be typed on the line below his or her name; or if it is long,
it can be split and typed on two lines.

This letter uses mixed punctuation, which means that there is a colon at the end
of the salutation and comma after the complimentary close. No punctuation is
used after the date or after any line in the inside address, except after an
abbreviation, such as "Inc."

Complimentary ——————____—________ Sincerely,

close
Signature area Francis Seago, Director
Customer Services

Reference EEL:mo
initials

Figure 7.3. Modified-block letter style with mixed punctuation. Length:

medium; total blank line spaces below the last line of a letterhead to the date
and to the inside address vary, depending on the length of the letter.

year—3 May, 1997. As companies globalize, more people write out the month to
avoid confusion.

The inside address should

begin with the addressees
2. Inside Address
name preceded by a cour-
tesy and/or professional Always blocked at the left-hand margin, the inside address includes the name
title. and address of the individual, group, or organization to whom you are writing.
 _PARTTHREE MESSAGEDESIGN me =

Order of items is (1) courtesy title, (2) name, and (3) executive or professional
title, if any. All parts are typed single-spaced.

Courtesy Title and Name. If the addressee*has no professional title, such as

Doctor, Reverend, or Professor, the traditional courtesy titles are Mr., Mrs.,
Miss, or Ms. When in doubt about a woman’s preference, use Ms. plus her own
first name and surname. Current trends suggest Ms. as the courtesy title for all
business and professional women regardless of their marital status unless they
have a professional title that takes precedence. For guidelines on abbreviations
of titles and other items, such as names of streets and states, see “Abbreviations”
in Appendix B.
After the courtesy title, include your addressee’s full first names or two ini-
tials and surname. When you do not know whether the initials are for a man or a
woman, you can use Mr. or Ms. for the courtesy title or omit the courtesy title
altogether.

Executive or Professional Title. Depending on the length of lines, the exec-

utive or professional title may be typed on (a) the same line as the addressee’s
name, (b) the second line preceding the company’s name, or (c) a line or two by
itself, as in the following examples:

a. Mr- John Trimmerai President

General Construction Company
Balmsioint Bua idling
13460 Adams Street NU
Chicago IL bLOb23-1lee

b. Ms- Marietta K- Worthington

Treasurer, XYZ Corporation
P-0- Box FL4b?
Augusta GA 30915-1234

Ch Dinter MalrlionG
treme |e itmiaa Sr
Human Resources Officer
Esso Singapore Private Limited
1 Raffles Place
Singapore 0104

3. Salutation
Salutations are typed on the The salutation is typed on the second line below the inside address, two lines
second line below the inside above the body, and even with the left margin. Both traditional and compara-
address and two lines above tively recent salutations are included in the following list, all of which much be
the body of the letter. appropriate for the first line of the inside address.

a. Dear Mr Lor Msteas Mimstametcasso Doe—When

the first line
of an inside address is the name of an individual.
b. Dear John Lor Mary or nicknameI—When you'd address
the individual this way in person and when it is appropriate for you to
do so in your letter.
CHAPTER7 THE APPEARANCE
AND DESIGN OF BUSINESS MESSAGES ic i’ 163

c. Dear Koo Hong Chuan.—Most often used in Asia; family name

first, then given name, then comma.
d. Dear Manager Lor Executive, Human Resources Di-
rector, Admissions Director, or an appropriate
variationI—When the first line is a position within an organization
and you have no name.
e. Dear Ladies and Gentlemen Lor Members of - - - 4
Committee Members. Professional Women.r XYZ Fra-
ternity. Admissions 0fficeI—When you are addressing a
company, a group, or a department and you don’t knowaspecific per-
son to contact.

f. Dear Customer Lor Homeowners Executives Student.

Occupant, Member of - - -1—For messages that omit the in-
side address such as sales letters or announcements.

4. Body
Most letters are typed sin- Generally, the body of all letters should be typed single-spaced, with double
gle-spaced, with two spaces spacing between paragraphs, before and after the salutation, and before the
between paragraphs, before complimentary close. Figure 7.3 indicates where all blank line spaces are in that
and after the salutation, letter. A short letter could be double-spaced with additional blank line spaces
and before the complimen-
before and after the date and within the signature area.
tary close.
When the body ofa letter is two or more pages, each page beyond the first
is headed by the addressee’s name, page number, and date. This information is
typed at the top of the sheet with the same margins as the first page.

5. Complimentary Close
The most popular complimentary closes in American letters are the following
(notice that only the first word is capitalized).

Sincerely. LEmost popular]

Sincerely yours, Yours sincerely
Very truly yours, Yours very truly
Cordially,

When the letter is informal, additional complimentary closes are often used,
such as Warm regards, Best regards, and Best wishes. Do not be surprised to see
letters from the U.K. or Asia closing with Faithfully yours, or Faithfully; tradition
influences their use of that closing.

6. Signature Area
You can include in the signature area several identifications: name of your com-
pany, your signature, your typewritten name, and your business title. If printed on
the letterhead, your company name need not be typed after the complimentary
close. However, if you wish to include it, type it in capital letters a double space
under the complimentary close, as in the Westwood company example below.
 164 PART THREE MESSAGE DESIGN

Your signature is pen-written above your typed name, which appears three
to five lines below the company name (if included) and the complimentary close.
The typed business title usually follows the typed name.

Very truly yours, Sincerely. Cordially,

WESTWOOD FILMS. INC.

Deunifer Weuthe Stuart Stautou Steven

Jennifer Wenthe Stuart Stanton Steven Grant

Marketing Manager Human Resources President
Director

Usually the signature is the same as the typed name. An exception occurs
when you use your reader's first name for the salutation, in which case you will
usually sign only your first name above your typed name, as Steven Grant did in
the example above.

7. Reference Section
The reference section may Your initials as the composer of the message along with those of your typist usu-
include information about ally appear at the left margin on the same line with the last line of the signature
the message composer, the area (your name or title) or one or two lines below that, as in F igures 7.3 and 7.5.
typist, and sometimes word
Common forms are
processing data.

MLO/mb MLO/MB MLOimb MLO:MB

Use of word processing systems adds another dimension. Disk information

is often included as in the following:

HWH<3>:jr [HWH is composer; disk 3; jr is typist]

jcLUNT VI<b> [jc is composer; title on disk; disk 6]

If someone other than the signer of the letter composes the letter, practice
varies regarding reference initials. Many firms show on the file copy the initials
of the signer, writer, and typist (KLM:JC:tr). The original to the addressee may
omit all or only the writer's initials to avoid showing that the signer did not com-
pose the letter. At present, there is no universally recommended way to include
references.

Optional Parts of the Letter

When appropriate, any of these optional parts can be included: (1) attention line,
(2) subject line, (3) enclosure(s), (4) copy notation, (5) file or account number
An attention line is useful and mailing notation, and (6)postscript.
when you want your mes-
sage to go to a certain de-
1. Attention Line
partment or when someone
other than the addressee When you want to direct a letter to a particular person or title or department in
will take care of your mes- an organization, you can use an attention line. It is useful in the following con-
sage. texts:
CHAPTER7 THE APPEARANCE ANDDESIGN OF BUSINESS MESSAGES ei 165

m= When the writer does not know an individual’s name but wants the mes-
sage to go to a particular title (sales or adjustment manager) or depart-
ment (personnel)
m When the writer knows only the person’s surname and therefore does not
want to use that name in the salutation
= When the writer expects that the addressee travels often and wants the
letter to be attended to promptly by whoever takes care of the ad-
dressee’s business

Placement of the attention line is usually between the inside address and
salutation, with a blank line before and after it. It may be flush with the left mar-
gin, indented with the paragraphs, or centered. See Figure 7.5. for an example
of flush with the left margin.

2. Subject Line
Considered part of the body of the letter, the subject line helps tell your reader
at a glance what your letter is about. It also helps in filing. The subject line may
include or omit the word subject. It is usually placed on the second line below
the salutation and centered (Figure 7.4), or it may be placed flush with left mar-
gin (Figure 7.7). The typing may be capitals and lowercase and underlined (Fig-
ure 7.4) or all capitals (Figure 7.7).

3. Enclosure Notation
An enclosure or attachment
notation is included to re- To remind whoever prepares your envelope for mailing that something is to be
mind your reader to check enclosed, the enclosure notation is usually typed a single or double space under
for additional pages of infor-
mation.

24 South 3rd Ave.

Heading Olaf MN 33407
February 6, 199-

Mr. Steven Boggs

Inside ——__—_—_+——__ 264 Vista Avenue
address San Francisco, CA 94330

Salutation ———_+—— Pear Steve:

Subject line ——_j~___—_____ Subject: Resort Reservations for March

The room reservations you requested for the month of March have been
taken care of. We have given you the Snow Suite-two rooms with a
kitchenette. You should be comfortable there, and the expected ski
conditions are excellent.

The enclosed brochure tells you about the services we have added since
you were here last.

Figure 7.4 Illustration of heading with typed return address on plain sta-
tionery; also, inside address, nickname in salutation, and centered subject line.
 DIGIGRAPHICS, INC.
222 49th St.
City, NY 10012-0000

May 2, 199-

REGISTERED MAIL

Mr. Kevin George, Consultant

Office Supply Corp.
111 Computer Notices Building
460 River Street
Chicago, IL 60045-6677

Dear Mr. George:

DIGIGRAPHICS, Inc. can supply you with forms for all kinds of
business letters. This full-block letter is typed single-spaced with
a blank line between paragraphs. Every line begins at the left margin.
"REGISTERED MAIL" is a double space from the date.

Many firms prefer this format because of its simplicity and ease in
setting up on computers or word processors. The writer's company
name may be typed under the complimentary close, as here, or
omitted.

Other accepted forms of reference initials could be used with this

letter style. Also, the "REGISTERED MAIL" notation could be
typed at the bottom, a double space after the reference initials. The
postscript, handwritten or typewritten, would then be placed a double
space under "REGISTERED MAIL."

Sincerely yours,

DIGIGRAPHICS, INC.

Andrea Forman, Manager

Customer Service Department

MB/mo

Figure 7.5 Full-biock letter style, with mixed punctuation. Length: short.

the reference initials. This notation also alerts the addressee to check for enclo-
sures. One enclosure is a unit that can consist of one or more pages. For exam-
ple, a cover letter with a two-page resume enclosed is only one enclosure. When
more than one item is enclosed, you should indicate the number: "Enclo-
sures 3" (See Figure 7.6). For an attachment, that word may be typed in
place of “enclosure.”
CHAPTER7THE APPEARANCE AND DESIGNOF BUSINESS MESSAGES 167

When the enclosures are especially important (checks, legal documents, or

blueprints), it is desirable to list in the enclosure notation exactly what the enclo-
sures are (Enclosures 2-Policy #9595 and #324805):

4. Copy Notation
When persons other than When you want persons other than the addressee to receive a copy of your letter,
the addressee will receive a the names of these persons should be typed just below the reference initials or
copy of your message, you the enclosure notation, whichever is last. Type “cc” before the copy notation
note by writing “c,” “pc,”
names if you are sending them a carbon copy. Type “c,” “pe,” or “copy” if it is a
“copy,” or “cc” followed by
photocopy. Recipients’ addresses may be included after their names.
the names of these persons
just below the reference ini-
When you do not want the addressee to know that other persons are getting
tials or the enclosure nota-
a copy of the letter, type “bc” (blind copy) or “bpc” (blind photocopy) and the re-
tion. cipients’ names on the copies only.

5. File or Account Number and Mailing Notation

To aid in filing and quick retrieval for both the sender’s and reader’s company,
some firms require that file, loan, or account numbers be typed above the body
of the letter.
Mailing notation words such as Special Delivery, Certified, or Registered
Mail, when applicable, may be typed a double space below the date line and at
least a double space before the inside address, as in Figure 7.5. An alternative
placement is below the last notation. For instance, the Registered Mail notation
could be placed a double space under the reference initials and a double space
above the postscript.

6. Postscript
To emphasize a point already in your letter or to include a brief personal mes-
sage unrelated to the letter, a postscript, typed or handwritten (with or without
“P.S.,” “PS,” or “PS:”) may be added below everything else typed on the page.
(See Figure 7.5.) But with today’s rapid word processors, the postscript is falling
into disuse.
If you have occasion to use several notations after the signature area, the
initials RECMP may help you remember the proper order for arranging them
vertically at the left margin: reference initials, enclosures, copy notation, mailing
notation, postscript.

Self-read from this point forward

Letter Layout
Most American business let- Although layout or format of the letter is primarily the typist’s responsibility, it is
ters use mixed punctuation, covered briefly here to give you a basis for choosing the styles you prefer. Some
with a colon following the companies have adopted a common word processing softward package (that
salutation and a comma even includes punctuation) so that all their letters are uniform regardless of dic-
after the complimentary tator, department, or secretary.
close.

Punctuation Styles
Open and mixed punctuation are the two forms most used in American business
letters. In open punctuation, no line of any letter part (except the body) has any
168— PART THREE MESSAGE DESIGN

punctuation at the end unless an abbreviation requires a period. In mixed punc-

tuation, a colon follows the salutation; a comma follows the complimentary close.
Foreign writers, especially those in Asia and Great Britain, use a comma in
place of a colon after the salutation. They argue that colons are too formal. Tra-
dition in the United States suggests a comma in personal letters even though
colons are used in business letters.

Letter Styles
Business letters are usually arranged in one of the letter styles described briefly
below and in Figures 7.3 to 7.7.

1. Full-block (Figure 7.5). Every line begins at the left margin. This is a
common format because it is quick and easy to set up.
2. Modified-block (Figure 7.3). The date, complimentary close, and signa-
ture sections begin at the horizontal center of the page or are placed so
that they end near the right-hand margin. Attention and subject lines
may be indented, centered, or begin at the left margin, where all other
parts begin. This letter style is used often and is attractive on the page.
3. Modified-block with paragraphs indented (Figure 7.6).
4. AMS (Administrative Management Society) simplified style (Figure
7.7). AMS has been in use since the 1950s, but is not widely used.

Tips for Letter Placement

Software packages permit instant formatting (indents, spacing, margin width,
type style, for example) of material according to the length of the letter or the
size of the paper. The following suggestions are helpful for setting up your mes-
sage on 8'% by 11-inch paper.

Side Lines Between

Letter Words Margins, Line Length, Date and
Length in Body Inches Inches Inside Address Examples
Short Under 100 2 4M, 4-10 Figure 7.4
Medium 100-200 lh 5s BS Figures 7.3 and 7.5
Long 200-300 1 6's 2-6 Figure 7.6

In summary, some software packages for word processing systems have re-
moved most of the guesswork in laying out or formatting a letter, Additional non-
verbal cues of the letter’s appearance are its stationery, placement of the stan-
dard parts on the page, and envelope. When these are all desirable, the
combination will help you send a visually appealing letter.

MEMORANDUMS
In contrast to the letter, which is directed outside your organization, the memo-
randum goes within your organization. It is the most common form of written
CHAPTER
7 THE APPEARANCE
AND DESIGN OF BUSINESS MESSAGES ais es: 169

LETTERHEAD

February 6, 199-

Research & Development Department

Futura Graphics Company
114 Fourth Avenue, NE
San Obispo, CA 55577-0000

Attention: Ms. Fenottus

Research Development Team:

Among other formats available for your business letters is this modified-block
style with paragraph indentations. The date may be centered or placed to the right
of center, so long as it does not extend into the right margin. In this example,
the date begins to the right of center.

The attention line here is at the left margin, two lines below the inside address,
and underlined. It could also have been centered and typed in all capital letters
without underscoring. If you wanted Ms. Fenottus' name in the salutation, you
would type her first name or two initials and her surname above "Research &
Development Department." Then you would omit the attention line and use
"Dear Ms. Fenottus" in the salutation.

Like the date, the complimentary close begins at the center of the page.
The company name is omitted, but it could have been included. Also, the
signer's name, instead of being at the left, could have been typed in the usual
place—or just move above "Creative Director," and reference initials could then
have been used at the left margin.

The term "enclosures 3" in the reference section shows that three
additional items are being enclosed in the envelope. Each different item is
counted as one regardless of the number of pages it has. The notation "c"
indicates that a copy is being sent to Mr. Solomon. If you have more than one
name, you can list them alphabetically or by rank.

The right-hand margins are not "justified" (even) in this letter, but that
is an option you have for this and all other letter styles.

Very truly yours,

George Wells Creative Director

Enclosures 3
c: Mr. James Solomon

Figure 7.6 Modified-block letter style, with paragraph indentations and

mixed punctuation. Length: long.
170 — thn PART THREE MESSAGE DESIGN

LETTERHEAD

May 1, 199-

Mr. Louis St. John

P.O. Box 992
Boston, MA 00000-1234

FORMAT FOR SIMPLIFIED LETTER

This letter form, Mr. St. John, has been recommended by the Administrative Management
Society as a timesaver when typing business letters. Here are its features:

* It uses full-block form and open punctuation.

* It omits the salutation and complimentary close but-to personalize—may, if possible,

use the reader's name in the first and last sentences.

° The subject line is all capitals, omits "Subject," and is typed where the salutation is
usually placed.

* The signer's name and business title are typed in all capitals, starting at the left margin
at least four lines below the last line of the letter body.

* The typist initials are at the left margin two lines below the signer's name. Enclosures
and names of persons receiving copies are on separate lines below the initials.

Mr. St. John, the simplified letter not only saves time but also avoids the risk of selecting an
inappropriate saluation—or using "Dear (name)" when the reader is in no way "dear." It is also
helpful when you are writing a department and don't know anyone's name or whether its
members include men, women, or both.

For most business letters, correspondents prefer to use the traditional forms with salutations and
complimentary closes.

JANICE C. PETINA—-PUBLIC RELATIONS DIRECTOR

mo
Enclosure
CC: Jon Sanchez, Jennifer Waits

Figure 7.7 AMS simplified style; full-block; open punctuation. Length:

medium; side margins: 1'/2 inches; line length: 5'/2 inches.
CHAPTER 7 THE APPEARANCE AND DESIGN OF BUSINESS MESSAGES i se 171

communication between people or departments. The stationery, parts, layout,

and envelopes are somewhat different from those of the letters described in the
preceding section.

Stationery
Managers using electronic mail (E-mail) send their message from a computer to
that of a colleague, eliminating the need for stationery. Or the receiver may print
out the message on computer paper. For more permanency, a copy of the E-mail
memo is often reproduced on higher-quality stationery. Formal memorandum
reports, composed on word processing systems and reproduced on laser print-
ers, may also use higher quality paper. Preprinted memo stationery may include
MEMORANDUM and the company’s name (but not address). Also, words nam-
ing the various memo parts may be included, as in Figure 7.8. Many companies
decide on their own format.

Parts of the Memorandum

Standard memos consist of a heading with TO, FROM, SUBJECT, and DATE.
On preprinted office forms, the word MESSAGE may also appear. These parts
can be programmed to appear automatically with just a keystroke in a word pro-
cessing system. Optional parts are such items as reference initials, enclosures,
file number, routing information, and the sender’s department and telephone

MEMORANDUM (Company name)

DAWEH nate olPS ee ee FROM:

TO: TELEPHONE:
DEPT:
SUBJECT:

For your
Message, Comment, or Reply LC) APPROVAL OO INFORMATION (I COMMENT

WRITE IT ¢ DATE IT ¢ SIGNIT Oral messages waste time, cause annoying

interruptions, and are likely to be misunderstood or forgotten.

Figure 7.8 Office interdepartmental memorandum.

 number. Unlike the letter, the memo requires no inside address, salutation, com-
plimentary close, or full signature. It is not unusual to sign the memorandum at
the end along with a personal, handwritten note. That is more the case with
British-influenced writing, in which even a complimentary close is added. Some
companies have combination message-reply forms that provide lines for both the
writer’s and the reader's signatures.
Using the combination message-and-reply memorandum form is an espe-
cially good time and expense saver for both sender and receiver. A packet of
three or more perforated sheets plus carbons (unless special carbonless paper is
used) makes up a message-reply packet. Printed instructions at the top or bot-
tom tell the sender and the reader how to use the sheets. Each sheet is divided
into two sections, MESSAGE and REPLY. These two sections may be side by
side or one above the other, as in Figure 7.9.

Headings
Whether to include a cour-
What you write after the TO. FROM, and DATE will vary with the situation
tesy title after your “TO”
and your organization’s practices. A courtesy title such as Mr., Mrs., Miss, Ms.
heading depends on your re-
lationship with your re-
before your reader’s name may be used, depending on your relationship with the
ceiver; you omit your title reader (superior or subordinate) and the degree of formality within your organi-
before your own name. zation. You omit the title before your name. Also, if the message is a temporary
message, not to be filed, and if you and the writer work together regularly, you
may merely use initials, first name, or nickname after TO and FROM. and use
all figures or abbreviations for the date.
Whether you use initials, first names, or whole names, you must sign or ini-
tial your memo. Usually your signature is written above or to the right of your
printed name. Occasionally, the signature is put at the bottom of the memo.
If the memo will be filed, the names of the sender and receiver should be
completely spelled out. If you are sending the same message to several persons,
their names or titles, or both, should be typed after T 0. If you write to the same
persons often, you may have a form called a routing slip prepared with their
names printed after the T 0. When you have only one copy of a document, book,
or other important papers that you want everyone in a certain group to read and
comment on, circulate a cover memo as in the following:

DATE: AYOtere eee eleid Please read and initial the

TO: John Evans attached: then send it to
Jane Brown the next reader. Last
Toshi Umeda reader please return memo
Susan Kalray and attachment to sender.
FROM: Steve Westbergi Human Resources
SUBJECT: Request your Suggestions on Attached
Policy Manual

Subject Line
A subject line must make the content of the memorandum instantly clear. One-
word subject lines communicate little. The reader does not know whether he or
she will be informed or persuaded, asked to do something, or simply to read for
information. Busy executives who receive many memos daily desire an up-front,
CHAPTER 7 THE APPEARANCE AND DESIGN OF BUSINESS MESSAGES ad ; i 173

ABC Company INTEROFFICE COMMUNICATION

TO PLANT/DEPARTMENT

FROM PLANT/DEPARTMENT

SUBJECT DATE

Message

SIGNED

Reply

DATE SIGNED

PERSON RECEIVING COMMUNICATION: RETAIN THIS COPY FOR YOUR RECORDS (1st page: white)

ORIGINATOR: DETACH THIS COPY, SEND REMAINING SET, CARBON INTACT, FOR USE OF REPLIER (2nd page: yellow)
ARNee ee
REPLIER: RETURN THIS COPY TO SENDER (3rd page: pink)

Figure 7.9 |nteroffice memorandum packet containing either carbons under

sheets of paper or carbon-treated paper with sections for both message and reply.

clear direction to the memo. Thus the deductive, early statement of intent, often
including a verb, gives early understanding of later contents, as in the following
two approaches.

Informative Subject Lines—note use of qualifiers

Changes in Vacation Schedules
Requesting Leaves of Absence
174 PART THREE MESSAGE DESIGN _

Family Events During the Coming Year

Announcement of Newly Promoted Colleague

Persuasive Subject Lines—note use of verbs

Employees Must Determine Vacation Schedule by
March I
Vice-Presidents Should Submit Material for Annual
Report
Leave of Absence Needed

In brief, the subject line should give immediate direction to the memoran-
dum. Later, of course, the specific aim of the memo will appear. But having clar-
ity immediately increases the chance of a reader's understanding.

Layout of the Memorandum Body

The body of the memo is its most important part because it contains your mes-
sage. In general, you can use the same guidelines, principles, and organizational
plans for the memo as for the letter.
Unlike that of a letter, the memo body is not centered on the page. First
The memo body is not cen-
lines usually begin a triple space under the last of the memo headings regard-
tered on the page and is
less of message length. Left margins are usually lined up evenly below the head-
lined up evenly on the left,
ings. Single spacing with double spacing between paragraphs is conventional. For
with a triple space between
the last of the memo head-
memo pages beyond the first, headings are the same as those for the business
ings and the first line of the letter: reader's name, page number, and date. Reference initials are typed a dou-
body. ble space below the body at the left margin. Copy notations may be placed after
the reference initials or near the top of the memo between the T 0 and FROM. If
only your business title appears in the FROM line, or if the FROM line is omitted,
you should sign your name a few spaces below the memo body.

& Communication Probe

It is impossible to completely separate formats of messages from their sub-

stance. A business message generally looks different from other kinds of
documents because of the nature of the information involved, the purpose
of the message, and the identity of the receiver. Shorter paragraphs, head-
ings and other kinds of advance organizers, and an appropriate amount of
white space are hallmarks of business documents. Reasons for these kinds
of format conventions are twofold: Most business readers want to under-
stand the message quickly, and most business documents are problem-
solution—related rather than philosophical. One of the biggest differences
between business writing and other kinds of writing is the importance of
visual impact.
Munter, M. (1992). Guide to managerial communication (3rd ed.). Englewood Cliffs,
NJ: Prentice-Hall.
CHAPTER7 THE APPEARANCE
AND DESIGN OF BUSI NESSMESSAGES aes

Envelopes and Electronic Mail

How your memo is sent to the addressee depends on where you and the reader
are located and the degree of high technology in the office. Firms generally have
messengers, preprinted company envelopes, or electronic mail. The envelope ad-
dress contains your name and department in the upper left corner and the reader's
name, department, and address according to your organization’s procedures.

SPECIAL TIMESAVING MESSAGE MEDIA

Included in this section are various message media that save both the sender and
the recipient time. Media that merit discussion here are the newer electronic
forms of communication, such as electronic mail (E-mail) and facsimiles (faxes),
as well as a few of the older forms, such as telexes, telegrams, and mailgrams.
Teleconferencing adds another dimension to electronic communication, enabling
a person to attend a meeting in another city without leaving his or her desk.

Electronic Mail
E-mail formats have similari- Writing conventions for electronic mail are still emerging, but generally, E-mail
ties to both memo and letter is marked by informality and speed. Formats can vary considerably from one
formats, with conventions sender to another. Receivers have varying comfort levels with messages sent
that are still developing as electronically; some receivers always print out the message in hard copy in order
the use of electronic mail ex-
to give it their best reading. Over time, the users of E-mail will determine which
pands.
kinds of formats are effective. At present, E-mail formats are generally a less for-
mal combination of letter and memo conventions, with memo headings for inter-
nal and external communications, but often with salutations and closings more
like letters. A complete discussion of electronic mail, including ways to use it ef-
fectively, is in Chapter 5.

®& Communication Probe

Some researchers have suggested that a writer's relation to electronic com-

munication seems different from a writer's relation to a hard copy ofa let-
ter or memorandum. Some writers lose the sense of audience when com-
posing on a computer and thus, lose the inhibitions or constraints that a
hard copy provides. So far, there is little censorship in electronic mail, and
writers sensing this freedom express ideas that they would not write on a
hard copy. Writers need to be aware that even though writing on E-mail
seems relatively anonymous and impermanent, there is not only a receiver
of the message but also a record of each message that remains on the sys-
tem for a period of time. E-mail messages can be read by system opera-
tors, can be transcribed on command, and can be subpoenaed in a court of
law.
Hawisher, G., & Moran, C. (1993, October). Electronic mail and the writing instructor.
College English, 55(6), 627-643; Ahrens, E. (1992, Winter). The perils of imprudent
writing. ACCA Docket, 34-37.
176_ “PART THREE MESSAGE DESIGN

Facsimiles (Faxes) —
For immediate communica- Where there was one fax machine, there are now three, five, or ten. For years,
tion, many organizations this instrument languished, only to burst forth as one of the preeminent instru-
use a fax, which is a fast- ments for communicating information—worldwide or down the hall. Basically,
growing means of sending the system transmits identical images electronically from the sender’s machine to
and receiving messages. the receiver's. That machine may be a fax machine or a computer with software
capable of sending a fax directly from your computer to another computer. All
one needs is the telephone and fax number of the receiving party.
Noteworthy also is the Western Union Instant Mail Manager for the Macin-
tosh computer. It is usable for message creation, transmission, and receipt. “Fax
for Macs” are delivered worldwide. From your Macintosh you can send mes-
sages to multiple fax machines as well as telex subscribers simultaneously by
using EasyLink’s multiple address feature. You receive immediate information
that your fax message has been delivered.

Telegrams, Mailgrams, Telexes

Older forms of electronic communication that operate on the same wires and
satellites set up for the telephone system are telegrams, mailgrams, and telexes.
These communication media are still used by companies not set up with com-
puter systems, although their use is diminishing as computer-driven technology
becomes easier and less expensive to access.
Telegrams, mailgrams, and You can still send a telegram within the continental United States and
telexes are older forms of Canada or a cablegram overseas by contacting a Western Union toll-free number
electronic communication, listed in any telephone directory. Since charges are based on number of words,
but they are still used by conciseness is important. Mailgrams are used when you need to reach a number
companies that are not
‘of people simultaneously in writing on the next business day. They may be sent
hooked into computer net-
by various means, but the most convenient is to telephone a Western Union toll-
works.
free number. In general, telegrams and mailgrams are less expensive than phone
calls, especially if the message must be transmitted a long distance.
Telexes are also electronic messages that use telegraph lines for transmis-
sion. A telex message is keyboarded on a word processing system and then sent
over telegraph lines to compatible receivers. Many companies, hotel chains, air-
lines, and other groups communicate directly with their own branch offices by
telex.

Teleconferencing
It is often less expensive to bring together people located at distant geographical
sites by arranging a teleconference rather than have them physically come to-
gether. There are three ways you can make this kind of arrangement:

1. Audio—Audioconferencing uses telephone lines to set up a group con-

ference. Everyone in the group is able to speak to everyone else.
oe Video—Videoconferencing uses closed-circuit television, in which
every participant can see, hear, and talk to others. This form of commu-
nication is gaining: popularity because of improvement in technology
and decreasing costs.
CHAPTER7 THE APPEARANCE AND DESIGN OF BUSINESS MESSAGES ssssS 177

3. Computer—Computer conferencing uses computer terminals to link

participants. People can send and receive messages in real time (while
they are actually sitting at their computer terminal) from other mem-
bers of the group.

SUMMARY
Forms of your message, as contrasted to its substance, are important for two rea-
sons: (1) You want your receiver to get your points without being distracted by
the message’s format, and (2) you want your message’s format to make your
points as easy to understand as possible. Even with your message’s format, you
need to be aware of your receiver’s expectations.
This chapter is your guide to formats of business letters, memos, and the
various forms of electronic communication media. The appearance of your busi-
ness messages gives a strong nonverbal impression to your reader. Stationery,
parts, format, and envelopes for business letters (external communication)
should follow certain guidelines. For memorandums (internal communication)
the stationery, parts, layout, and envelopes are different from those of letters.
Format conventions for the new and developing electronic media are con-
tinually changing. E-mail tends to take less formal shapes and to be based on
quickness of delivery. Faxes are also immediate and, at this writing, easier to use
than E-mail. Older forms of electronic media—telegrams, mailgrams, and telexes—
are still used by many companies not yet hooked up to the growing computer
networks. Teleconferencing is growing in popularity for companies whose inter-
ests are increasingly global.

EXERCISES AND PROBLEMS

Exercises Involving International Issues

1. International Telecommunications. Although the technology exists to

link the world through electronic networks, there are problems because of
the varying ways countries regulate electronic access and the disparate elec-
tronic systems. AT&T and MCI are forging ahead with several proposed
global alliances. Do library research on what AT&T and MCI have pro-
posed, what problems the proposals could solve, and what problems they
could generate. Report to the class on your findings.

2. Format Variations Abroad. Various kinds of standard message formats are

different from country to country. For example, resumes in Germany look
much different from those in the United States. In pairs, find an example of
a message format that is different from the conventional format in the
United States. Give an oral report outlining the differences.

Exercises of a General Nature

3. Condensing Word Counts. Condense the following 25-word telegram to
10 words or less:
178 PART THREE MESSAGE DESIGN—

PLEASE MEET. ME-AT THE PLAZA HOTEL AT 1 P-M- ON JUNE

ba 199- TO. DISGUSS OUR PEANS FOR THE UPCOMING GON.
VENTION OF ENVIRONMENTAL NEGOTIATORS

. Investigating Teleconferencing. Find out from a technology expert in

your school what it would cost to set up audio- and video-conferencing
equipment. What equipment is needed? What are the costs? What would
be the advantages and disadvantages? Write a brief proposal in favor of or
against your school’s investing in these facilities. If your school already has
this technology available, write a report on whether it is a wise or an unwise
investment.

. Discovering New Technology. Find an article on electronic mail, net-

working, the Internet, faxes, or other technological media of communication
and review it for the class.

. Correcting Format Errors. Discuss the errors in each of the following let-
ter parts. Each example has one or more faults.

In the heading (of stationery that does not have a letterhead):

a.b February 1949-

13128 Van Doren st
Petosky.1 Mich- 4489590

b. Ms. Louise Masters

997 Vernon Ave.
Billings. Mon. 480441
Jan 13. 1995-

In the inside address:

a. Mr- Jonathon Wills,

4317 N-E- (Cave-)
Chicago,
Illinois

b. Doctor William Sorenson

School of Business Administration
University of the Palisades
LOS ANGELES 9394680

Salutations and complimentary closes (mixed punctuation):

aAeeDiciain iiessi leoutsmel inane
YOUPS weuly

b. Dear George,
Sincerely yours
CHAPTER 7 THE APPEARANCE AND DESIGN OF BUSINESS MESSAGES 179

ec. Dear Sir:

With regards

d. Dear Prof. Charles Cowan

Very truly yours,

In the signature and reference section:

a. [open punctuation | Very Truly Yours,
Michigan Environmental Assn.
R-M-F-/M-0-B. Ms- Sylvia West
INCLOSURE President

b. [mixed punctuation] With warm regards

WESTLAND PRODUCTS GROUP
MOB/RO Cecil Walker
cc: John Jones Rs- & Dev.