Page 9 - How to write effective business English your guide to excellent professional communication by Fiona Talbot

viii Contents

04 Writing across generations – for colleagues

as well as clients 31
Pool communication strengths: the rewards of
generational diversity 31
Write to get that job 33
Write to recruit 33
Use word power to develop your career and get the
results you need 36
Write for your boss 37
When you’re the boss, writing brings extra challenges! 39
Your checklist for action 43

05 Telling your story through social media 45
Social media has shaken ‘the rules’ of business writing 45
Get into the social media mindset 45
Get your business message to anyone, anywhere, anytime 46
What are the key objectives? 48
How do companies shine through their social media
interaction? 51
Writing that creates trust can create a community 53
The long and the short of it: past, present and future 55
Further writing tips for key channels such as Facebook,
Twitter and LinkedIn 56
What excites people so much they want to share it? 62
Call people to action – and check it’s worked 63
Telling your story 65
Your checklist for action 67

06 Standard or variant English? 69

‘Standard’ and ‘variant’ English 69
Writing for both native and non-native English speakers 71
Some surprising problems with English for global
business 71
Define business English within your company 72
Your checklist for action 73