2. PROFESSIONAL STYLE
2.1 KEY CONCEPT: Reader-Centred Writing
Writing can be conceptualized as writer-centred or reader-centred. Things like diaries, reflections, and journals are primarily writer-centred, in that they are written for the benefit of the writer. Your schoolwork may also have been somewhat writer-centred, in that often your goal was to “show what you know” and thereby “get a good grade.” Technical communications require that you shift this mindset and write for the benefit of your reader—or design the content and structure of your communication for your “user.” This mindset should be informed by an understanding of your audience. Use these guidelines and ask yourself the following questions:
- Who is my target audience? Are they internal or external readers? Upstream, downstream or lateral from you? Do I have multiple readers?
- What is their perspectives on the topic, on me, and on the document I will write? What are they expecting to do with the document? What is the document meant to accomplish? Why has it been requested? What is my role and relationship to my readers? What does the reader need to know? Already know? What does my reader NOT need to have explained?
- What is my goal or purpose in writing to these readers? What am I trying to communicate? What do I want them to do as a result of reading this document? How can I plan the content to meet my readers’ needs?
- What is my reader’s goal? Why does this audience want or need to read this document?
Getting a clear understanding of your audience is important in communicating effectively. It also enables you to imagine your audience as you write and revise. Keep asking yourself whether what you have said would be clear to your audience. How could you say it better?
EXERCISE 2.2 Audience analysis
Choose one of the topics below. Then perform an audience analysis, using the questions above to gain an understanding of the needs of different audiences. Write a profile of your intended reader(s) and consider what sort of information they will need and why?
- You have been asked to write a report on Maintaining Internet Privacy for
a) A new internet user who just signed up for internet service
b) A start up e-commerce website developer - Prepare a document on Food-born Diseases for
a) Restaurant workers (servers and kitchen staff)
b) For a health inspector training course - Provide information on a proposed New Bus Shelter Design to
a) Mayor’s office
b) Contractor
c) Newspaper reporter writing an article on the issue
Professional Tone
“Tone” refers to the attitude that a document conveys towards the topic and/or the reader. You have likely read something that sounded angry, or optimistic, or humorous, or cynical, or enthusiastic. These words characterize the tone. Technical communication tends to avoid displaying an obvious emotion, and instead strives for a neutral tone.
Tone is created through word choice (diction), word order (syntax), sentence construction, and viewpoint. Consi