【正文】 Furthermore, munications to the public have bee significantly more important during the past two decades. Because of demands by many special interest groups (labor unions, environmental groups, government agencies, political action mittees, and others), the media, business anizations, and political groups are seriously concerned about enhancing their public image. Important are wellplanned public speeches, tactful replies to ments and criticisms, free informative pamphlets, annual reports, and imagebuilding interviews with the news media. All these messages should be transmitted with an emphasis on honesty, openness, and concern for the public. Saving time and money Effective munication can save an anization time and money. In multinational corporations, thousands of hours are devoted daily to interviews, conferences, memos, reports, employee manuals, letters, advertising, new articles, bulletins, newsletters, and other messages. Time is the chief element in the overall cost of written and oral munications. For example, the time spent just in written tasks can occupy much of the working day. In a survey3[3] of four professional areas, a substantial number of respondents, none of whom was employed as a writer, indicated that they spent from。在第五章中，作者對于商務寫作又補充了一些其他的建議，如采用對話式的寫作風格和增進對字 、 詞知識的理解和掌握等。寫作策略的運用在有效的商務溝通中顯得尤為重要。 商務寫作，作為溝通的重要方式之一，在日常商務運作 , 如交流信息 、 想法 、 計劃 , 訂購所需物資，以及擬定決策 、 規(guī)則 、 建議 、 合同 、 協(xié)議等活動中 , 起到了重要的作用。由于語言的使用雖然是個理論研究課題，但更需要通過實踐和應用來提高和加強，因此第四章通過對不同范文的對比，加以適當?shù)脑u論，來展示不同的語言表達產(chǎn)生 的效果反差。 seniors won?t read a memo that runs over one or two pages. Such limits cut down on the flow of paper, although they can?t guarantee that the memo says all that needs to be said. Concision does not mean writing exclusively in short sentences or omitting necessary detail. It means making every word count. Vigor Vigor means vividness and memorability. People in business circles have multiple responsibilities and receive munications from many sources each day. Nimtzberg has shown that managers can usually give ideas and information their attention for short periods only. Interruptions, distractions, and peting responsibilities all characterize managerial work. A vigorous style helps our munication stand out from the clutter. Vigor results partly from accuracy, clarity, and brevity。 so are challenges and opportunities for those with the right attitude and preparation. When we bine the principles of effective business munication with mon sense, we excel in our dealing with others. Effective munication depends to a large extent on insights into human nature and on the ability to 中國最大管理資源中心 get desirable responses by meeting expectations. It is a plex process that involves context, source, message, medium, audience and feedback. To be effective municators, we must realize that human beings? mental filters and experiences differ, resulting in different attitudes, abilities, skills, cultural customs, and even meanings of the words we use. Our message may not always be understood. We may have problems of mismunicated instructions with denotations, connotations and euphemisms interfering with messages between sender and receiver. Above all, we should try to understand our audience, the receivers of our message, and keep an open mind in order to get as many accurate facts as possible and then conduct effective munication with each other. Definition of munication and effective munication Communication is a process of transmitting and receiving verbal and nonverbal messages, and it is considered effective when it achieves the desired reaction or response from the receiver. Simply stated, munication is a two way process of exchanging ideas or information1[1]. Communication and effective munication are not the same thing. Effective munication occurs only when individuals achieve a shared understanding, stimulate others to take actions, and encourage people to think in new ways. Components of effective munication A municator or source sends a message to a receiver or audience, provoking a response. On the basis of this model, which originates well back in the history of munication research, we suggest seven categories that help define and analyze any business munication situation: Source Who is initiating action, and why should she or he be believed? Audience Who will be our audience? What will move them to support us? Is their attitude toward our proposal positive, neutral, or negative? How are they likely to perceive us? Do we face one key audience, or several? Are there secondary audiences who will be affected by the success or failure of our plan? Are there hidden audiences we haven?t considered? 1[1] Herta A. Murphy and Herbert W. Hilderbrandt and Jame P. Thomas. Effective Business Communications 7th ed. Singapore: The McGrawHill Companies, Inc, 1997, p11 中國最大管理資源中心 Goal What result do we seek? This will seem obvious at first when we?ve received an assignment or gotten a good idea. But it is advisable to write it down as a reality check and then weigh it against the costs of achieving it. Can it stand on its own merits? Does it conflict with other goals of equal or greater importance? How are others or we going to gauge the risks and harvest the consequences? How, in short, will we measure success? Context Communication occurs in a specific environment. It can involve an effort to reach one person or millions. It can mean working within the norms of a particular corporate culture with its petitive situation, or challenging those norms. It can involve external munications: clients, potential customers, and local or national media. Before we plan our munication strategy, we must be sure we know the territory. Message What message will achieve our goal with