Business

Communication,
Management,
and Success

Module One

©2014 The McGraw-Hill Companies, Inc. All rights reserved

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
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©2014 The McGraw-Hill Companies, Inc. All rights reserved Business Communication, Management,
and Success Module One Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

‫ ﺣﻘﻮق‬‫ واﻟﻨﺠﺎح اﻟﻮﺣﺪة اﻷوﻟ‬،‫ إدارة‬،‫ ﺟﻤﻴﻊ اﻟﺤﻘﻮق ﻣﺤﻔﻮﻇﺔ اﻷﻋﻤﺎل ﺗﻮاﺻﻞ‬.The McGraw-Hill Companies ، Inc 2014 ©
.‫ ﺟﻤﻴﻊ اﻟﺤﻘﻮق ﻣﺤﻔﻮﻇﺔ‬.McGraw-Hill Companies ، Inc ‫ ﻣﻦ ﻗﺒﻞ‬2014 © ‫اﻟﻄﺒﻊ واﻟﻨﺸﺮ‬

McGraw-Hill/Irwin

‫إﻳﺮوﻳﻦ‬/‫ﻣﺎﻛﺠﺮو ﻫﻴﻞ‬

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 Workplace Communication Challenges

 Employers clearly want employees who communicate well:

 States spend more than $220 million annually on remedial

writing programs for employees.

 Corporations may spend $3.1 billion annually to fix

problems from writing deficiencies. The cost is $22.13 per
page for a typical letter.
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Workplace Communication Challenges  Employers clearly want employees who communicate well: 
States spend more than $220 million annually on remedial writing programs for employees . 
Corporations may spend $3.1 billion annually to fix

‫ ﺗﻨﻔﻖ اﻟﺪول أﻛﺜﺮ‬:‫ﻞ ﺟﻴﺪ‬‫ ﻣﻦ اﻟﻮاﺿﺢ أن أرﺑﺎب اﻟﻌﻤﻞ ﻳﺮﻳﺪون اﻟﻤﻮﻇﻔﻴﻦ اﻟﺬﻳﻦ ﻳﺘﻮاﺻﻠﻮن ﺑﺸ‬ ‫ﺎن اﻟﻌﻤﻞ‬‫ ﻣ‬‫ﺗﺤﺪﻳﺎت اﻻﺗﺼﺎل ﻓ‬
‫ اﻹﺻﻼح‬‫ﺎ ﻋﻠ‬‫ ﻣﻠﻴﺎر دوﻻر ﺳﻨﻮ ﻳ‬3.1 ‫ ﻗﺪ ﺗﻨﻔﻖ اﻟﺸﺮﻛﺎت‬ . ‫ﺘﺎﺑﺔ ﻟﻠﻤﻮﻇﻔﻴﻦ‬‫ اﻟﻌﻼﺟﻴﺔ ﺑﺮاﻣﺞ اﻟ‬‫ﺎ ﻋﻠ‬‫ ﻣﻠﻴﻮن دوﻻر ﺳﻨﻮ ﻳ‬220 ‫ﻣﻦ‬

problems from writing deficiencies. The cost is $22.13 per page for a typical letter.

.‫ﻞ ﺻﻔﺤﺔ ﻟﺮﺳﺎﻟﺔ ﻧﻤﻮذﺟﻴﺔ‬‫ دوﻻر ﻟ‬22.13 ‫ﻠﻔﺔ‬‫ اﻟﺘ‬.‫ﻣﺸﺎﻛﻞ ﻣﻦ ﻛﺘﺎﺑﺔ أوﺟﻪ اﻟﻘﺼﻮر‬

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 Workplace Communication Challenges

 Work requires communication

 People communicate to plan products and services; hire, train,

and motivate workers; coordinate manufacturing and delivery;

persuade customers to buy; and bill them for the sale.

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Workplace Communication Challenges  Work requires communication  People communicate to plan

products and services; hire, train, and motivate workers; coordinate manufacturing and delivery;
persuade customers to buy; and bill them for the sale.

، ‫ ﻗﻄﺎر‬، ‫ ﻳﺘﻮاﺻﻞ اﻟﻨﺎس ﻟﺘﺨﻄﻴﻂ اﻟﻤﻨﺘﺠﺎت واﻟﺨﺪﻣﺎت ؛ اﺳﺘﺌﺠﺎر‬ ‫ ﻳﺘﻄﻠﺐ اﻟﻌﻤﻞ اﻟﺘﻮاﺻﻞ‬ ‫ﺎن اﻟﻌﻤﻞ‬‫ ﻣ‬‫ﺗﺤﺪﻳﺎت اﻻﺗﺼﺎل ﻓ‬
.‫وﺗﺤﻔﻴﺰ اﻟﻌﻤﺎل ؛ ﺗﻨﺴﻴﻖ اﻟﺘﺼﻨﻴﻊ واﻟﺘﺴﻠﻴﻢ ؛ إﻗﻨﺎع اﻟﻌﻤﻼء ﺑﺎﻟﺸﺮاء ؛ وﻓﺎﺗﻮرة ﻟﻬﻢ ﻟﻠﺒﻴﻊ‬

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 Workplace Communication Challenges

 For many business, nonprofit, community, and government

organizations, the "product" is information or a service rather

than something tangible.

 Information and services are created and delivered by

communication.
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Workplace Communication Challenges  For many business, nonprofit, community, and government
organizations, the "product" is information or a service rather than something tangible.  Information
and services are created and delivered by communication

‫ "اﻟﻤﻨﺘﺞ" ﻫﻮ‬، ‫ﻮﻣﺔ اﻟﻤﻨﻈﻤﺎت‬‫ واﻟﺤ‬، ‫ اﻟﻤﺠﺘﻤﻊ‬، ‫ ﻏﻴﺮ اﻟﺮﺑﺤﻴﺔ‬، ‫ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻌﺪﻳﺪ ﻣﻦ اﻷﻋﻤﺎل‬ ‫ﺎن اﻟﻌﻤﻞ‬‫ ﻣ‬‫ﺗﺤﺪﻳﺎت اﻻﺗﺼﺎل ﻓ‬
‫ ﻳﺘﻢ إﻧﺸﺎء اﻟﻤﻌﻠﻮﻣﺎت واﻟﺨﺪﻣﺎت وﺗﺴﻠﻴﻤﻬﺎ ﺑﻮاﺳﻄﺔ ﺗﻮاﺻﻞ‬ .‫ء ﻣﻠﻤﻮس‬‫ ﻣﻦ ذﻟﻚ ﻣﻦ ﺷ‬‫ﻣﻌﻠﻮﻣﺎت أو ﺧﺪﻣﺔ ﺑﺪﻻ‬

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 Verbal and Nonverbal Communication

 Communication takes many forms:

1. Verbal Communication that uses words.

2. Nonverbal Communication that does not use words.

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Verbal and Nonverbal Communication  Communication takes many forms: 1. Verbal Communication
that uses words. 2. Nonverbal Communication that does not use words.

‫ اﻟﺘﻮاﺻﻞ ﻏﻴﺮ‬.2 .‫ﻠﻤﺎت‬‫ اﻟﺬي ﻳﺴﺘﺨﺪم اﻟ‬‫ اﻟﺘﻮاﺻﻞ اﻟﻠﻔﻈ‬.1 :‫ ﻣﺘﻌﺪدة‬‫ﺎ‬‫ ﻳﺘﺨﺬ اﻻﺗﺼﺎل أﺷ‬ ‫ وﻏﻴﺮ اﻟﻠﻔﻈ‬‫اﻟﺘﻮاﺻﻞ اﻟﻠﻔﻈ‬
.‫ﻠﻤﺎت‬‫ اﻟﺬي ﻻ ﻳﺴﺘﺨﺪم اﻟ‬‫اﻟﻠﻔﻈ‬

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Verbal and Nonverbal Communication

 Verbal Communication
 Face-to-Face/Phone Conversations/Meetings
 E-mail/Voice-Mail Messages
 Letters, Memos, and Reports

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Verbal and Nonverbal Communication  Verbal Communication  Face- to-Face/Phone

Conversations/Meetings  E-mail/Voice-Mail Messages  Letters, Memos, and Reports 1-6

‫اﻟﺒﺮﻳﺪ‬/‫ﺘﺮوﻧ‬‫ رﺳﺎﺋﻞ اﻟﺒﺮﻳﺪ اﻹﻟ‬ ‫اﻟﻬﺎﺗﻒ‬/‫ اﻟﻮﺟﻪ‬‫اﺟﺘﻤﺎﻋﺎت إﻟ‬/‫ وﺟﻪ‐ ﻣﺤﺎدﺛﺎت‬ ‫ اﻟﺘﻮاﺻﻞ اﻟﻠﻔﻈ‬‫ وﻏﻴﺮ اﻟﻠﻔﻈ‬‫اﻟﺘﻮاﺻﻞ اﻟﻠﻔﻈ‬
6-1 ‫ اﻟﺮﺳﺎﺋﻞ واﻟﻤﺬﻛﺮات واﻟﺘﻘﺎرﻳﺮ‬ ‫اﻟﺼﻮﺗ‬

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Verbal and Nonverbal Communication

 Nonverbal Communication
 Pictures/Company Logos
 Gestures/Body Language
 Who Sits Whereat a Meeting
 How Long a Visitor is Kept Waiting

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Verbal and Nonverbal Communication  Nonverbal Communication  Pictures/Company Logos 

Gestures/Body Language  Who Sits Whereat a Meeting  How Long a Visitor is Kept Waiting

 ‫ اﺟﺘﻤﺎع‬‫ ﻣﻦ ﻳﺠﻠﺲ ﻓ‬ ‫ﻟﻐﺔ اﻟﺠﺴﺪ‬/‫ اﻹﻳﻤﺎءات‬ ‫ﺷﻌﺎرات اﻟﺸﺮﻛﺔ‬/‫ ﺻﻮر‬ ‫ اﻟﺘﻮاﺻﻞ ﻏﻴﺮ اﻟﻠﻔﻈ‬ ‫ وﻏﻴﺮ اﻟﻠﻔﻈ‬‫اﻟﺘﻮاﺻﻞ اﻟﻠﻔﻈ‬
‫ اﻻﻧﺘﻈﺎر‬‫ﻛﻢ ﻣﻦ اﻟﻮﻗﺖ ﻳﺴﺘﻤﺮ اﻟﺰاﺋﺮ ﻓ‬

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 Workplace Communication

 Communication affects all level of work

 Even in your first job, you'll communicate.
 You'll read information;
 you'll listen to instructions;
 you'll ask questions;
 you may solve problems with other workers in teams.
 In a manufacturing company, hourly workers travel to a
potential customer to make oral sales presentations.
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Workplace Communication  Communication affects all level of work  Even in your first job, you'll
communicate.  You'll read information;  you'll listen to instructions;  you'll ask questions;

‫ ﺳﺘﻘﺮأ اﻟﻤﻌﻠﻮﻣﺎت ؛‬ .‫ ﺳﺘﺘﻮاﺻﻞ‬، ‫ وﻇﻴﻔﺘﻚ اﻷوﻟ‬‫ ﻓ‬‫ ﺣﺘ‬ ‫ ﺟﻤﻴﻊ ﻣﺴﺘﻮى اﻟﻌﻤﻞ‬‫ ﻳﺆﺛﺮ اﻟﺘﻮاﺻﻞ ﻋﻠ‬ ‫ﺎن اﻟﻌﻤﻞ‬‫ ﻣ‬‫اﻟﺘﻮاﺻﻞ ﻓ‬
‫ ﺳﺘﻄﺮح أﺳﺌﻠﺔ ؛‬ ‫ اﻟﺘﻌﻠﻴﻤﺎت ؛‬‫ ﺳﺘﺴﺘﻤﻊ إﻟ‬

 you may solve problems with other workers in teams.  In a manufacturing company, hourly workers
travel to a potential customer to make oral sales presentations.

‫ اﻟﻌﻤﻴﻞ اﻟﻤﺤﺘﻤﻞ ﻟﺘﻘﺪﻳﻢ‬‫ ﻳﺴﺎﻓﺮ اﻟﻌﻤﺎل ﻛﻞ ﺳﺎﻋﺔ إﻟ‬، ‫ ﺷﺮﻛﺔ ﺗﺼﻨﻴﻊ‬‫ ﻓ‬ .‫ اﻟﻔﺮق‬‫ﻼت ﻣﻊ اﻟﻌﻤﺎل اﻵﺧﺮﻳﻦ ﻓ‬‫ﻨﻚ ﺣﻞ اﻟﻤﺸ‬‫ ﻳﻤ‬
.‫ﻋﺮوض ﻣﺒﻴﻌﺎت ﻋﻦ ﻃﺮﻳﻖ اﻟﻔﻢ‬

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 Workplace Communication

 Good communication skills are vital in today's workplace.

 The better an employee's communication skills are, the better

his or her chance for success.
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Workplace Communication  Good communication skills are vital in today's workplace.  The better an
employee's communication skills are, the better his or her chance for success.

‫ ﻛﻠﻤﺎ ﻛﺎﻧﺖ ﻣﻬﺎرات اﻻﺗﺼﺎل اﻟﺨﺎﺻﺔ‬ .‫ﺎن اﻟﻌﻤﻞ اﻟﻴﻮم‬‫ ﻣ‬‫ ﻣﻬﺎرات اﻻﺗﺼﺎل اﻟﺠﻴﺪة أﻣﺮ ﺣﻴﻮي ﻓ‬ ‫ﺎن اﻟﻌﻤﻞ‬‫ ﻣ‬‫اﻟﺘﻮاﺻﻞ ﻓ‬
.‫ ﻛﻠﻤﺎ ﻛﺎن ذﻟﻚ أﻓﻀﻞ ﻓﺮﺻﺘﻪ ﻟﻠﻨﺠﺎح‬، ‫ﺑﺎﻟﻤﻮﻇﻒ أﻓﻀﻞ‬

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 Business and School Writing

 Business writing is often different than other school

writing.
 Shorter sentences and paragraphs.
 More conversational tone.
 More dynamic document designs than a typical college essay.
 business writing often has multiple audiences.
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Business and School Writing  Business writing is often different than other school writing.  Shorter
sentences and paragraphs.  More conversational tone.  More dynamic document designs than a
typical college essay.

‫ ﻧﻐﻤﺔ أﻛﺜﺮ‬ .‫ ﺟﻤﻞ أﻗﺼﺮ وﻓﻘﺮات‬ .‫ﺎ ﻣﺎ ﺗﺨﺘﻠﻒ ﻋﻦ اﻟﻤﺪرﺳﺔ اﻷﺧﺮى ﻛﺘﺎﺑﺔ‬‫ ﻛﺘﺎﺑﺔ اﻷﻋﻤﺎل ﻏﺎﻟﺒ‬ ‫ﺘﺎﺑﺔ اﻟﺘﺠﺎرﻳﺔ واﻟﻤﺪرﺳﺔ‬‫اﻟ‬
.‫ ﻧﻤﻮذﺟ‬‫ﻴﺔ ﻣﻦ ﻣﻘﺎل ﺟﺎﻣﻌ‬‫ ﺗﺼﻤﻴﻤﺎت ﻣﺴﺘﻨﺪات أﻛﺜﺮ دﻳﻨﺎﻣﻴ‬ .‫اﻟﻤﺤﺎدﺛﺔ‬

 business writing often has multiple audiences .

.‫ﻮن ﻟﻬﺎ ﺟﻤﻬﻮر ﻣﺘﻌﺪدي‬‫ﺎ ﻣﺎ ﻳ‬‫ ﻛﺘﺎﺑﺔ اﻷﻋﻤﺎل ﻏﺎﻟﺒ‬

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 Business and School Writing
Differ based on/ School writing Business writing

Purpose. Show that you have

Meet an organizational need.
learned
Audience.
Limited Multiple

Information. New to reader.

Rarely new to reader

Organization Traditional essay form Psychological needs of reader

Style.
Formal Friendly

Document design. Short paragraphs

Long paragraphs

Visuals.
Few More
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Business and School Writing Differ based on/ School writing Business writing Purpose. Show that you
have learned Meet an organizational need. Audience.

.‫ أﻇﻬﺮ أن ﻟﺪﻳﻚ ﺗﻌﻠﻤﺖ ﺗﻠﺒﻴﺔ ﺣﺎﺟﺔ ﺗﻨﻈﻴﻤﻴﺔ‬.‫ ﻛﺘﺎﺑﺔ ﻛﺘﺎﺑﺔ اﻷﻋﻤﺎل اﻟﻤﺪرﺳﻴﺔ ﻏﺎﻳﺔ‬/‫ا إﻟ‬‫ﺘﺎﺑﺔ اﻟﺘﺠﺎرﻳﺔ واﻟﻤﺪرﺳﺔ ﺗﺨﺘﻠﻒ اﺳﺘﻨﺎد‬‫اﻟ‬
.‫ﺟﻤﻬﻮر‬

Limited Multiple Information. Rarely new to reader New to reader. Organization Traditional essay form
Psychological needs of reader Style. Formal Friendly

‫ﻞ اﻻﺣﺘﻴﺎﺟﺎت اﻟﻨﻔﺴﻴﺔ‬‫ ﺗﻨﻈﻴﻢ اﻟﻤﻘﺎل اﻟﺘﻘﻠﻴﺪي ﺗﺸ‬.‫ اﻟﻘﺎرئ اﻟﺠﺪﻳﺪ ﻟﻠﻘﺎرئ‬‫ﻮن ﺟﺪﻳﺪ ﻋﻠ‬‫ ﻧﺎدراً ﻣﺎ ﻳ‬.‫ﻣﻀﺎﻋﻔﺎت ﻣﺤﺪودة ﻣﻌﻠﻮﻣﺔ‬
‫ ودﻳﺔ رﺳﻤﻴﺔ‬.‫ﻟﻠﻘﺎرئ أﺳﻠﻮب‬

Document design. Long paragraphs Short paragraphs Visuals. Few More

‫ ﻗﻠﻴﻞ‬.‫ ﻓﻘﺮات ﻃﻮﻳﻠﺔ ﻓﻘﺮات ﻗﺼﻴﺮة ﺻﻮر‬.‫ﺗﺼﻤﻴﻢ اﻟﻤﺴﺘﻨﺪات‬

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 Internal and External Audiences

 Communication—oral, nonverbal, and written—goes to

both Internal and External audiences.

 Internal: people in the same organization

 Subordinates
 Supervisors
 Peers
 External: people outside the organization
 Customers/Suppliers/Stockholders
 Unions/Government Agencies
 Press/General Public
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Internal and External Audiences  Communication —oral, nonverbal, and written —goes to both
Internal and External audiences.  Internal: people in the same organization  Subordinates

‫ ﻧﻔﺲ‬‫ اﻟﻨﺎس ﻓ‬:‫ داﺧﻠ‬ .‫ﺘﻮب ‐ ﻛﻞ ﻣﻦ اﻟﺠﻤﺎﻫﻴﺮ اﻟﺪاﺧﻠﻴﺔ واﻟﺨﺎرﺟﻴﺔ‬‫ وﻣ‬، ‫اﻟﺠﻤﺎﻫﻴﺮ اﻟﺪاﺧﻠﻴﺔ واﻟﺨﺎرﺟﻴﺔ اﻟﺘﻮاﺻﻞ ‐ ﻏﻴﺮ ﻟﻔﻈ‬
‫ اﻟﻤﺮؤوﺳﻴﻦ‬ ‫اﻟﻤﻨﻈﻤﺔ‬

 Supervisors  Peers  External: people outside the organization  Customers/Suppliers/Stockholders

 Unions/Government Agencies  Press/General Public

 ‫ﻮﻣﻴﺔ‬‫اﻟﻮﻛﺎﻻت اﻟﺤ‬/‫ اﻟﻨﻘﺎﺑﺎت‬ ‫اﻟﻤﺴﺎﻫﻤﻴﻦ‬/‫اﻟﻤﻮردﻳﻦ‬/‫ اﻟﻌﻤﻼء‬ ‫ أﺷﺨﺎص ﺧﺎرج اﻟﻤﻨﻈﻤﺔ‬:‫ ﺧﺎرﺟ‬ ‫ أﻗﺮاﻧﻬﻢ‬ ‫ اﻟﻤﺸﺮﻓﻴﻦ‬
‫ﻋﺎﻣﺔ اﻟﻨﺎس‬/‫اﻟﺼﺤﺎﻓﺔ‬

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 What does communication
accomplish?
 Internal
 Subordinates
 Supervisors
 Peers

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What does communication accomplish? Internal  Subordinates  Supervisors  Peers 1-13

13-1 ‫ أﻗﺮاﻧﻬﻢ‬ ‫ اﻟﻤﺸﺮﻓﻴﻦ‬ ‫ اﻟﻤﺮؤوﺳﻴﻦ‬ ‫ داﺧﻠ‬ ‫ﻣﺎذا اﻟﺘﻮاﺻﻞ إﻧﺠﺎز؟‬

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 The Internal Audiences of the
Sales Manager—West
Figure 1.1

1-14
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The Internal Audiences of the Sales Manager —West 1- 14 Figure 1.1

1.1 ‫ﻞ‬‫ اﻟﺸ‬14 -1 ‫اﻟﺠﻤﺎﻫﻴﺮ اﻟﺪاﺧﻠﻴﺔ ل ﻣﺪﻳﺮ اﻟﻤﺒﻴﻌﺎت‐ اﻟﻐﺮب‬

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 What does communication
accomplish?

 External
 Customers/Stockholders
 Unions/Government Agencies
 Press/General Public

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What does communication accomplish? External  Customers/Stockholders  Unions/Government

Agencies  Press/General Public 1-15

15-1 ‫ﻋﺎﻣﺔ اﻟﻨﺎس‬/‫ اﻟﺼﺤﺎﻓﺔ‬ ‫ﻮﻣﻴﺔ‬‫اﻟﻮﻛﺎﻻت اﻟﺤ‬/‫ اﻟﻨﻘﺎﺑﺎت‬ ‫اﻟﻤﺴﺎﻫﻤﻴﻦ‬/‫ اﻟﻌﻤﻼء‬ ‫ ﺧﺎرﺟ‬ ‫ﻣﺎذا اﻟﺘﻮاﺻﻞ إﻧﺠﺎز؟‬

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 The Corporation’s
External Audiences
Figure 1.2

1-16
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The Corporation’s External Audiences 1- 16Figure 1.2

1.2 ‫ﻮﻳﻦ‬‫ ﺗ‬16 -1 ‫اﻟﺸﺮﻛﺔ اﻟﺠﻤﺎﻫﻴﺮ اﻟﺨﺎرﺟﻴﺔ‬

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The Importance of Listening, Speaking,
and interpersonal Communication

Informal listening, speaking, and

working in groups are just as
important as writing formal
documents and giving formal oral
presentations.
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The Importance of Listening, Speaking, and interpersonal Communication  Informal listening,

speaking, and working in groups are just as important as writing formal documents and giving formal
oral presentations.

‫ ﻣﺠﻤﻮﻋﺎت ﻫﻮ ﺗﻤﺎﻣﺎ ﻣﻬﻢ ﻣﺜﻞ‬‫ واﻟﺘﺤﺪث و اﻟﻌﻤﻞ ﻓ‬‫ اﻻﺳﺘﻤﺎع ﻏﻴﺮ اﻟﺮﺳﻤ‬ ‫ واﻟﺘﻮاﺻﻞ ﺑﻴﻦ اﻷﺷﺨﺎص‬، ‫ واﻟﺘﺤﺪث‬، ‫أﻫﻤﻴﺔ اﻻﺳﺘﻤﺎع‬
.‫ اﻟﻌﺮوض اﻟﺘﻘﺪﻳﻤﻴﺔ‬‫ رﺳﻤ‬‫ﺘﺎﺑﺔ اﻟﺮﺳﻤﻴﺔ اﻟﻮﺛﺎﺋﻖ وإﻋﻄﺎء ﺷﻔﻬ‬‫اﻟ‬

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 Basic Purposes of Messages

 Workplace massages can have one or more of these basic

purposes:
 To inform: explain or tell readers something.
 To request or to persuade: want the reader to act.
 To build goodwill: create a good image of yourself and of
your organization.

 Most messages have multiple purposes

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Basic Purposes of Messages  Workplace massages can have one or more of these basic purposes: 
To inform : explain or tell readers something.  To request or to persuade : want the reader to act. To
build goodwill

: ‫ ﻹﺑﻼغ‬ :‫ واﺣﺪ أو أﻛﺜﺮ ﻣﻦ ﻫﺬه اﻷﺳﺎﺳﻴﺎت أﻏﺮاض‬‫ﺎن اﻟﻌﻤﻞ ﻋﻠ‬‫ ﻣ‬‫ﻦ أن ﺗﺤﺘﻮي اﻟﺘﺪﻟﻴﻚ ﻓ‬‫ ﻳﻤ‬ ‫اﻷﻏﺮاض اﻷﺳﺎﺳﻴﺔ ﻟﻠﺮﺳﺎﺋﻞ‬
‫ ﻟﺒﻨﺎء اﻟﻨﻮاﻳﺎ اﻟﺤﺴﻨﺔ‬ .‫ ﻫﻞ ﺗﺮﻳﺪ ﻣﻦ اﻟﻘﺎرئ أن ﻳﺘﺼﺮف‬: ‫ ﻟﻄﻠﺐ أو إﻗﻨﺎع‬ .‫ﺎ‬‫اﺷﺮح أو أﺧﺒﺮ اﻟﻘﺮاء ﺷﻴﯩ‬

: create a good image of yourself and of your organization.  Most messages have multiple purposes

‫ ﻣﻌﻈﻢ اﻟﺮﺳﺎﺋﻞ ﻟﻬﺎ أﻏﺮاض ﻣﺘﻌﺪدة‬ .‫ ﻗﻢ ﺑﺈﻧﺸﺎء ﺻﻮرة ﺟﻴﺪة ﻟﻨﻔﺴﻚ و ﻣﺆﺳﺴﺘﻚ‬:

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 What makes a message effective?

 Is clear.
 Is complete.
 Is correct.
 Saves the reader’s time.
 Builds goodwill.

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What makes a message effective?  Is clear.  Is complete.  Is correct.  Saves the reader’s time. 
Builds goodwill.

.‫ اﻟﻨﻮاﻳﺎ اﻟﺤﺴﻨﺔ‬‫ ﻳﺒﻨ‬ .‫ ﻳﺤﻔﻆ وﻗﺖ اﻟﻘﺎرئ‬ .‫ ﺻﺤﻴﺢ‬ .‫ ﻛﺎﻣﻠﺔ‬ .‫ واﺿﺢ‬ ‫ﻣﺎ اﻟﺬي ﻳﺠﻌﻞ اﻟﺮﺳﺎﻟﺔ ﻓﻌﺎﻟﺔ؟‬

1-19

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 Good Business Writing
(Effective Message)

 Is clear: The meaning the reader gets is the meaning the

writer intended.
 Is complete: All of the reader’s questions are answered.
 Is correct: All information are accurate.

 Builds goodwill: The message presents a positive image of the

writer.
 Saves the reader’s time.
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Good Business Writing (Effective Message)  Is clear: The meaning the reader gets is the meaning the
writer intended.  Is complete: All of the reader ’s questions are answered.  Is correct: All information
are accurate.  Builds goodwill: The message presents a positive image of the

‫ ﻛﻞ اﻟﻘﺎرئ ﻳﺘﻢ‬:‫ ﻛﺎﻣﻠﺔ‬ .‫ﺎﺗﺐ اﻟﻤﻘﺼﻮد‬‫ اﻟ‬‫ اﻟﺬي ﻳﺤﺼﻞ ﻋﻠﻴﻪ اﻟﻘﺎرئ ﻫﻮ اﻟﻤﻌﻨ‬‫ اﻟﻤﻌﻨ‬:‫ واﺿﺢ‬ (‫ﻛﺘﺎﺑﺔ أﻋﻤﺎل ﺟﻴﺪة )رﺳﺎﻟﺔ ﻓﻌﺎﻟﺔ‬
‫ اﻟﺮﺳﺎﻟﺔ ﺗﻘﺪم ﺻﻮرة إﻳﺠﺎﺑﻴﺔ ﻟـ‬:‫ اﻟﻨﻮاﻳﺎ اﻟﺤﺴﻨﺔ‬‫ ﺗﺒﻨ‬ .‫ ﺟﻤﻴﻊ اﻟﻤﻌﻠﻮﻣﺎت دﻗﻴﻘﺔ‬:‫ ﺻﺤﻴﺢ‬ .‫ أﺳﺌﻠﺔ‬‫اﻟﺮد ﻋﻠ‬

writer.  Saves the reader ’s time.

.‫ ﻳﺤﻔﻆ اﻟﻘﺎرئ وﻗﺖ‬ .‫ﺎﺗﺐ‬‫اﻟ‬

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 Good Business Writing
(Effective Message)

 Whether a message meets these five criteria depends on:

 the interactions among the writer, the audience,
 the purposes of the message,
 and the situation.
 No single set of words will work in all possible situations.
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Good Business Writing (Effective Message)  Whether a message meets these five criteria depends on:
 the interactions among the writer, the audience,  the purposes of the message,  and the situation.
 No single set of words will work in all possible situations.

، ‫ اﻟﺠﻤﻬﻮر‬، ‫ﺎﺗﺐ‬‫ اﻟﺘﻔﺎﻋﻼت ﺑﻴﻦ اﻟ‬ :‫ ﻫﺬه اﻟﻤﻌﺎﻳﻴﺮ اﻟﺨﻤﺴﺔ ﺗﻌﺘﻤﺪ ﻋﻠ‬‫ ﻣﺎ إذا ﻛﺎﻧﺖ اﻟﺮﺳﺎﻟﺔ ﺗﻠﺒ‬ (‫ﻛﺘﺎﺑﺔ أﻋﻤﺎل ﺟﻴﺪة )رﺳﺎﻟﺔ ﻓﻌﺎﻟﺔ‬
.‫ﻨﺔ‬‫ ﺟﻤﻴﻊ اﻟﻤﻮاﻗﻒ اﻟﻤﻤ‬‫ﻠﻤﺎت ﻓ‬‫ ﻟﻦ ﺗﻌﻤﻞ ﻣﺠﻤﻮﻋﺔ واﺣﺪة ﻣﻦ اﻟ‬ .‫ واﻟﻮﺿﻊ‬ ، ‫ أﻏﺮاض اﻟﺮﺳﺎﻟﺔ‬

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 Poor Business Writing

 Poor correspondence costs even more.

 When writing isn't as good as it could be:

 you and your organization pay a price in wasted time,
 wasted efforts, and
 Lost goodwill.
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Poor Business Writing  Poor correspondence costs even more.  When writing isn't as good as it could
be:  you and your organization pay a price in wasted time,  wasted efforts, and  Lost goodwill.

‫ أﻧﺖ‬ :‫ﻮن‬‫ﻦ أن ﺗ‬‫ﺘﺎﺑﺔ ﺟﻴﺪة ﻛﻤﺎ ﻳﻤ‬‫ﻮن اﻟ‬‫ ﻋﻨﺪﻣﺎ ﻻ ﺗ‬ .‫ﻠﻒ أﻛﺜﺮ‬‫ ﻣﺮاﺳﻼت ﺗ‬complesportsples ‫ﺿﻌﻒ ﻛﺘﺎﺑﺔ اﻷﻋﻤﺎل‬
.‫ ﻓﻘﺪت اﻟﻨﻮاﻳﺎ اﻟﺤﺴﻨﺔ‬ ‫ و‬، ‫ اﻟﺠﻬﻮد اﻟﻀﺎﺋﻌﺔ‬، ‫ اﻟﻮﻗﺖ اﻟﻀﺎﺋﻊ‬‫وﻣﺆﺳﺴﺘﻚ ﺗﺪﻓﻊ ﺛﻤﻨًﺎ ﻓ‬

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 PAIBOC

Questions you need to answer before you begin composing

your message.

P What are your purposes in writing?

List all your purposes, major and minor:
specify exactly what you want your reader
to know, think, or do.

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PAIBOC Questions you need to answer before you begin composing your message.P What are your
purposes in writing? List all your purposes, major and minor: specify exactly what you want your
reader

، ‫ﺘﺎﺑﺔ؟ ﻗﺎﺋﻤﺔ ﺟﻤﻴﻊ أﻏﺮاﺿﻚ‬‫ اﻟ‬‫ أﻏﺮاﺿﻚ ﻓ‬‫ اﻟﺘﺄﻟﻴﻒ رﺳﺎﻟﺘﻚ ﻣﺎ ﻫ‬‫ اﻹﺟﺎﺑﺔ ﻋﻠﻴﻬﺎ ﻗﺒﻞ اﻟﺒﺪء ﻓ‬‫ ﺗﺤﺘﺎج إﻟ‬‫ﺑﺎﻳﺒﻮك اﻷﺳﺌﻠﺔ اﻟﺘ‬
‫ ﺣﺪد ﺑﺎﻟﻀﺒﻂ ﻣﺎ ﺗﺮﻳﺪه اﻟﻘﺎرئ‬:‫اﻟﺘﺨﺼﺺ واﻟﻘﺎﺻﺮ‬

to know, think, or do. 1- 23

23 -1 .‫ أو اﻓﻌﻞ‬، ‫ﺮ‬‫ ﻓ‬، ‫ﻟﻤﻌﺮﻓﺔ‬

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 PAIBOC

A Who is (are) your audiences?

How do they differs from each other?
What Characteristic are relevant? How
will they respond to your message?

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PAIBOC A Who is (are) your audiences ? How do they differs from each other? What Characteristic are
relevant? How will they respond to your message? 1- 24

-1 ‫ رﺳﺎﻟﺘﻚ؟‬‫ اﻟﻤﻤﻴﺰة ذات اﻟﺼﻠﺔ؟ ﻛﻴﻒ ﻫﻞ ﺳﻴﺮدون ﻋﻠ‬‫ﺑﺎﻳﺒﻮك ﻣﻦ ﻫﻮ )ﻫﻢ( ﺟﻤﻬﻮرك؟ ﻛﻴﻒ ﻳﺨﺘﻠﻔﻮن ﻋﻦ ﺑﻌﻀﻬﻢ اﻟﺒﻌﺾ؟ ﻣﺎ ﻫ‬
24

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 PAIBOC

I What information must your message

include?
Make a list of the points that must be
included; check your draft. Put the
information without emphasizing in the
middle.

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PAIBOC I What information must your message include? Make a list of the points that must be
included; check your draft. Put the information without emphasizing in the middle.

‫ ﺿﻊ‬.‫ﻮن ﺷﻤﻠﺖ ؛ ﺗﺤﻘﻖ ﻣﻦ ﻣﺴﻮدﺗﻚ‬‫ ﻳﺠﺐ أن ﺗ‬‫ ﻳﺠﺐ أن رﺳﺎﻟﺘﻚ ﻳﺸﻤﻞ؟ ﻗﻢ ﺑﻌﻤﻞ ﻗﺎﺋﻤﺔ ﺑﺎﻟﻨﻘﺎط اﻟﺘ‬‫ اﻟﻤﻌﻠﻮﻣﺎت اﻟﺘ‬‫ﺑﺎﻳﺒﻮك ﻣﺎ ﻫ‬
.‫ وﺳﻂ‬‫اﻟﻤﻌﻠﻮﻣﺎت دون اﻟﺘﺄﻛﻴﺪ ﻓ‬

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 PAIBOC

B What reasons or reader benefits can you

use to support your position?
Make sure the benefits are adapted to
your reader.

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PAIBOC B What reasons or reader benefits can you use to support your position? Make sure the
benefits are adapted to your reader.

.‫ﻴﻴﻒ اﻟﻔﻮاﺋﺪ ﻣﻊ اﻟﻘﺎرئ اﻟﺨﺎص ﺑﻚ‬‫ﻨﻚ ﻫﻞ ﺗﺴﺘﺨﺪم ﻟﺪﻋﻢ ﻣﻮﻗﻔﻚ؟ ﺗﺄﻛﺪ ﻣﻦ ﺗ‬‫ ﻳﻤ‬‫ اﻷﺳﺒﺎب أو ﻓﻮاﺋﺪ اﻟﻘﺎرئ اﻟﺘ‬‫ﺑﺎﻳﺒﻮك ب ﻣﺎ ﻫ‬

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 PAIBOC

O What objections can you expect your

reader(s) to have?
Some negative elements can only be
deemphasized. Others can be overcome.

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PAIBOC O What objections can you expect your reader(s) to have? Some negative elements can only
be deemphasized. Others can be overcome. 1-

‫ ﻋﻦ‬‫ﻮن ﺑﻌﺾ اﻟﻌﻨﺎﺻﺮ اﻟﺴﻠﺒﻴﺔ ﻓﻘﻂ ﺗﻢ اﻟﺘﺨﻠ‬‫ﻦ أن ﺗ‬‫ﻮن؟ ﻳﻤ‬‫ﻦ أن ﺗﺘﻮﻗﻌﻬﺎ اﻟﻘﺎرئ )ق( ﻟﻴ‬‫ ﻳﻤ‬‫ اﻻﻋﺘﺮاﺿﺎت اﻟﺘ‬‫ﺑﺎﻳﺒﻮك س ﻣﺎ ﻫ‬
-1 .‫ اﻵﺧﺮﻳﻦ‬‫ﻦ اﻟﺘﻐﻠﺐ ﻋﻠ‬‫ ﻳﻤ‬.‫ذﻟﻚ‬

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 PAIBOC

C How will the context affect reader

response?
Your relationship to the reader, the
economy, the time of the year,..etc.

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PAIBOC C How will the context affect reader response? Your relationship to the reader, the economy,
the time of the year,..etc.

.‫ إﻟﺦ‬.. ، ‫ وﻗﺖ اﻟﺴﻨﺔ‬، ‫ اﻻﻗﺘﺼﺎد‬، ‫ اﻟﻘﺎرئ إﺟﺎﺑﺔ؟ ﻋﻼﻗﺘﻚ ﺑﺎﻟﻘﺎرئ‬‫ﺑﺎﻳﺒﻮك ج ﻛﻴﻒ ﺳﻴﺆﺛﺮ اﻟﺴﻴﺎق ﻋﻠ‬

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 Assignment

 Introducing Yourself to Your Instructor

 Write a memo (at least 1X pages long) introducing

yourself to your instructor.
 Include the following topics:
1. Background:
1. Where did you grow up?
2. What you done in terms of school, extracurricular activities, jobs, and
family life?
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Assignment  Introducing Yourself to Your Instructor  Write a memo (at least 1X pages long)
introducing yourself to your instructor.  Include the following topics: 1. Background:

.1 :‫ ﺗﻀﻤﻴﻦ اﻟﻤﻮﺿﻮﻋﺎت اﻟﺘﺎﻟﻴﺔ‬ .‫ ﺻﻔﺤﺔ( ﻣﻘﺪﻣﺔ ﻧﻔﺴﻚ ﻟﻤﺪرﺑﻚ‬1x ‫ اﻷﻗﻞ‬‫ اﻛﺘﺐ ﻣﺬﻛﺮة )ﻋﻠ‬ ‫ ﺗﻘﺪﻳﻢ ﻧﻔﺴﻚ ﻟﻤﺪرﺑﻚ‬ ‫ﻠﻴﻒ‬‫ﺗ‬
:‫اﻟﺨﻠﻔﻴﺔ‬

1. Where did you grow up? 2. What you done in terms of school, extracurricular activities, jobs, and
family life?

‫ ﻣﺎ ﻓﻌﻠﺘﻪ ﻣﻦ ﺣﻴﺚ اﻟﻤﺪرﺳﺔ واﻷﻧﺸﻄﺔ اﻟﻼﻣﻨﻬﺠﻴﺔ واﻟﻮﻇﺎﺋﻒ و اﻟﺤﻴﺎة اﻷﺳﺮﻳﺔ؟‬.2 ‫ أﻳﻦ ﻧﺸﺄت؟‬.1

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 Assignment

2. Interests:
1. What are you interested in?
2. What do you like to do?
3. What do you like to think about and talk about?
3. Achievements:
1. What achievements have given you the greatest personal
satisfaction?
2. List at least five.
3. Include things which gave you a real sense of accomplishment and
pride, whether or not they're the sort of thing you'd list on a
résumé.
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Assignment 2. Interests: 1. What are you interested in? 2. What do you like to do? 3. What do you like
to think about and talk about? 3. Achievements:

:‫ اﻹﻧﺠﺎزات‬.3 ‫ﺮ واﻟﺘﺤﺪث ﻋﻨﻪ؟‬‫ ﻣﺎذا ﺗﺤﺐ أن ﺗﻔ‬.3 ‫ ﻣﺎذا ﺗﻔﻌﻞ أﺣﺐ أن ﺗﻔﻌﻞ؟‬.2 ‫ ﻣﺎ اﻟﺬي ﺗﻬﺘﻢ ﺑﻪ؟‬.1 :‫ اﻟﻤﺼﺎﻟﺢ‬.2 ‫ﻠﻴﻒ‬‫ﺗ‬

1. What achievements have given you the greatest personal satisfaction? 2. List at least five. 3.
Include things which gave you a real sense of accomplishment and pride, whether or not they're the
sort of thing you'd list on a résumé.

‫ﺎ‬‫ أﻋﻄﺘﻚ إﺣﺴﺎﺳ‬‫ ﻗﻢ ﺑﺘﻀﻤﻴﻦ اﻷﺷﻴﺎء اﻟﺘ‬.3 .‫ ﻗﺎﺋﻤﺔ ﻣﺎ ﻻ ﻳﻘﻞ ﻋﻦ ﺧﻤﺴﺔ‬.2 ‫ ﻣﻨﺤﺘﻚ أﻋﻈﻢ ﺷﺨﺼﻴﺔ إﺷﺒﺎع؟‬‫ اﻹﻧﺠﺎزات اﻟﺘ‬‫ ﻣﺎ ﻫ‬.1
.‫ ﺳﻴﺮة ذاﺗﻴﺔ‬‫ ﺳﺮدﻫﺎ ﻋﻠ‬‫ ﺳﻮاء ﻛﺎﻧﻮا ﻣﻦ اﻷﺷﻴﺎء اﻟﺘ‬، ‫ﺒﺮﻳﺎء‬‫ﺎ ﺑﺎﻹﻧﺠﺎز و اﻟ‬‫ﺣﻘﻴﻘﻴ‬

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 Adapting Your
Message
to Your
Audience

Module Two

©2014 The McGraw-Hill Companies, Inc. All rights reserved

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
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©2014 The McGraw-Hill Companies, Inc. All rights reserved Adapting Your Message to Your Audience
Module Two Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

‫ﻴﻴﻔﻚ رﺳﺎﻟﺔ ﻟﻚ ﺟﻤﻬﻮر اﻟﻮﺣﺪة اﻟﺜﺎﻧﻴﺔ ﺣﻘﻮق اﻟﻄﺒﻊ‬‫ ﺟﻤﻴﻊ اﻟﺤﻘﻮق ﻣﺤﻔﻮﻇﺔ ﺗ‬.The McGraw-Hill Companies ، Inc 2014 ©
.‫ ﺟﻤﻴﻊ اﻟﺤﻘﻮق ﻣﺤﻔﻮﻇﺔ‬.McGraw-Hill Companies ، Inc ‫ ﻣﻦ ﻗﺒﻞ‬2014 © ‫واﻟﻨﺸﺮ‬

McGraw-Hill/Irwin

‫إﻳﺮوﻳﻦ‬/‫ﻣﺎﻛﺠﺮو ﻫﻴﻞ‬

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 Audiences

 Understanding your audience is fundamental to the

success of any message.

 You need to adapt your message to fit the audience's goals,

interests, and needs.

 customers have enough options to deal only with

companies that treat them respectfully.
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Audiences  Understanding your audience is fundamental to the success of any message.  You need
to adapt your message to fit the audience's goals, interests, and needs.  customers have enough
options to deal only with companies that treat them respectfully.

، ‫ اﻻﻫﺘﻤﺎﻣﺎت‬، ‫ﻴﻴﻒ رﺳﺎﻟﺘﻚ ﻟﺘﻨﺎﺳﺐ أﻫﺪاف اﻟﺠﻤﻬﻮر‬‫ ﺗ‬‫ ﺗﺤﺘﺎج إﻟ‬ .‫ ل ﻧﺠﺎح أي رﺳﺎﻟﺔ‬‫ ﻓﻬﻢ ﺟﻤﻬﻮرك أﻣﺮ أﺳﺎﺳ‬ ‫اﻟﺠﻤﺎﻫﻴﺮ‬
.‫ ﺗﻌﺎﻣﻠﻬﻢ ﺑﺎﺣﺘﺮام‬‫ ﻟﺪى اﻟﻌﻤﻼء ﺧﻴﺎرات ﻛﺎﻓﻴﺔ ﻟﻠﺘﻌﺎﻣﻞ ﻣﻌﻬﺎ ﻓﻘﻂ اﻟﺸﺮﻛﺎت اﻟﺘ‬ .‫واﻻﺣﺘﻴﺎﺟﺎت‬

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 Understanding What Your
Organization Wants

 Succeeding in an organization depends first

on understanding what “counts” at your
organization.
 Ask your boss, “What parts of my job are
most important? What’s the biggest thing I
could do to improve my work?”

2-3
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Understanding What Your Organization Wants  Succeeding in an organization depends first on

understanding what “counts” at your organization.  Ask your boss, “What parts of my job are most
important ? What’s the biggest thing I

‫ "ﻣﺎ‬، ‫ اﺳﺄل رﺋﻴﺴﻚ‬ .‫ اﻟﺨﺎص ﺑﻚ ﻣﻨﻈﻤﺔ‬‫ ﻓﻬﻢ ﻣﺎ "اﻟﺘﻬﻢ" ﻓ‬‫ ﻋﻠ‬‫ اﻟﻤﻨﻈﻤﺔ ﻳﻌﺘﻤﺪ أوﻻ‬‫ﻓﻬﻢ ﻣﺎ اﻟﺨﺎص ﺑﻚ اﻟﻤﻨﻈﻤﺔ ﺗﺮﻳﺪ أن اﻟﻨﺠﺎح ﻓ‬
‫ء أﻧﺎ‬‫ اﻷﻫﻢ؟ ﻣﺎ ﻫﻮ أﻛﺒﺮ ﺷ‬‫ أﺟﺰاء وﻇﻴﻔﺘ‬‫ﻫ‬

could do to improve my work?” 2-3

3-2 " ‫؟‬‫ﻦ أن ﺗﻔﻌﻞ ﻟﺘﺤﺴﻴﻦ ﻋﻤﻠ‬‫ﻫﻞ ﻳﻤ‬

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 Who is my audience?

 More people than you might think!

 In an organizational setting, a message may
have five separate audiences.
• The primary audience
• The secondary audience
• The initial audience
• A gatekeeper
• A watchdog audience
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Who is my audience?  More people than you might think!  In an organizational setting, a message
may have five separate audiences. • The primary audience • The secondary audience

‫ • اﻟﺠﻤﻬﻮر‬.‫ﻮن اﻟﺮﺳﺎﻟﺔ ﻟﺪﻳﻚ ﺧﻤﺴﺔ ﺟﻤﺎﻫﻴﺮ ﻣﻨﻔﺼﻠﺔ‬‫ ﻗﺪ ﺗ‬، ‫ اﻹﻋﺪاد اﻟﺘﻨﻈﻴﻤ‬‫ ﻓ‬ !‫ اﻟﻨﺎس أﻛﺜﺮ ﻣﻤﺎ ﺗﻌﺘﻘﺪ‬ ‫ﻣﻦ ﻫﻮ ﺟﻤﻬﻮري؟‬
‫ • اﻟﺠﻤﻬﻮر اﻟﺜﺎﻧﻮي‬‫اﻷﺳﺎﺳ‬

• The initial audience • A gatekeeper • A watchdog audience

‫ • ﺣﺎرس اﻟﺒﻮاﺑﺔ • ﺟﻤﻬﻮر ﻣﺮاﻗﺒﺔ‬‫• اﻟﺠﻤﻬﻮر اﻷوﻟ‬

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 Who is my audience?

 1. The primary audience will decide whether to accept

your recommendations or will act on the basis of your
message. You must reach the decision maker to fulfill
your purposes.
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Who is my audience?  1. The primary audience will decide whether to accept your recommendations
or will act on the basis of your message. You must reach the decision maker to fulfill your purposes.

‫ أﺳﺎس اﻟﺨﺎص ﺑﻚ‬‫ ﻣﺎ إذا ﻛﺎن ﺳﻴﺘﻢ ﻗﺒﻮﻟﻪ ﺗﻮﺻﻴﺎﺗﻚ أو ﺳﻮف ﺗﺘﺼﺮف ﻋﻠ‬‫ ﺳﻴﻘﺮر اﻟﺠﻤﻬﻮر اﻷﺳﺎﺳ‬.1  ‫ﻣﻦ ﻫﻮ ﺟﻤﻬﻮري؟‬
.‫ ﺻﺎﻧﻊ اﻟﻘﺮار ﻟﻠﻮﻓﺎء أﻏﺮاﺿﻚ‬‫ ﻳﺠﺐ أن ﺗﺼﻞ إﻟ‬.‫رﺳﺎﻟﺔ‬

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 Who is my audience?

 2. The secondary audience may be asked to comment

on your message or to implement your ideas after
they've been approved. Secondary audiences can also
include lawyers who may use your message—perhaps
years later—as evidence of your organization's culture
and practices.
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Who is my audience?  2. The secondary audience may be asked to comment on your message or to
implement your ideas after they've been approved. Secondary audiences can also include lawyers who
may use your message —perhaps

‫ﻦ‬‫ ﻳﻤ‬.‫ﺎرك ﺑﻌﺪ ﻟﻘﺪ ﺗﻤﺖ اﻟﻤﻮاﻓﻘﺔ ﻋﻠﻴﻬﺎ‬‫ رﺳﺎﻟﺘﻚ أو ﻟﺘﻨﻔﻴﺬ أﻓ‬‫ﻄﻠﺐ ﻣﻦ اﻟﺠﻤﻬﻮر اﻟﺜﺎﻧﻮي اﻟﺘﻌﻠﻴﻖ ﻋﻠ‬‫ ﻗﺪ ﻳ‬.2  ‫ﻣﻦ ﻫﻮ ﺟﻤﻬﻮري؟‬
‫ﺎ ﻗﻢ ﺑﺘﻀﻤﻴﻦ اﻟﻤﺤﺎﻣﻴﻦ اﻟﺬﻳﻦ ﻗﺪ ﻳﺴﺘﺨﺪﻣﻮن رﺳﺎﻟﺘﻚ ‐رﺑﻤﺎ‬‫ﻟﻠﺠﻤﻬﻮر اﻟﺜﺎﻧﻮي أﻳﻀ‬

years later —as evidence of your organization's culture and practices.

.‫ ﺛﻘﺎﻓﺔ ﻣﺆﺳﺴﺘﻚ واﻟﻤﻤﺎرﺳﺎت‬‫ﺑﻌﺪ ﺳﻨﻮات ‐ ﻛﺪﻟﻴﻞ ﻋﻠ‬

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 Who is my audience?

 3. The initial audience receives the message first and

routes it to other audiences. Sometimes the initial
audience also tells you to write the message.
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Who is my audience?  3. The initial audience receives the message first and routes it to other
audiences. Sometimes the initial audience also tells you to write the message.

‫ ﻳﺨﺒﺮك اﻟﺠﻤﻬﻮر‬‫ ﺑﻌﺾ اﻷﺣﻴﺎن اﻷوﻟ‬‫ ﻓ‬.‫ ﺟﻤﺎﻫﻴﺮ أﺧﺮى‬‫ و ﻳﻮﺟﻬﻬﺎ إﻟ‬‫ اﻟﺮﺳﺎﻟﺔ أوﻻ‬‫ اﻟﺠﻤﻬﻮر اﻷوﻟ‬‫ ﻳﺘﻠﻘ‬.3  ‫ﻣﻦ ﻫﻮ ﺟﻤﻬﻮري؟‬
.‫ﺘﺎﺑﺔ اﻟﺮﺳﺎﻟﺔ‬‫ﺎ ﺑ‬‫أﻳﻀ‬

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 Who is my audience?

 4. A gatekeeper has the power to stop your message

before it gets to the primary audience. A secretary
who decides who gets to speak to or see the boss is a
gatekeeper. Sometimes the supervisor who assigns
the message is also the gatekeeper; however,
sometimes the gatekeeper is higher in the
organization. In some cases, gatekeepers exist outside
the organization.
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Who is my audience?  4. A gatekeeper has the power to stop your message before it gets to the
primary audience. A secretary who decides who gets to speak to or see the boss is a gatekeeper.
Sometimes the supervisor who assigns the message is also the gatekeeper; however,

‫ﺮﺗﻴﺮ ﻣﻦ اﻟﺬي ﻳﻘﺮر‬‫ ﺳ‬.‫ اﻟﺠﻤﻬﻮر اﻷﺳﺎﺳ‬‫ إﻳﻘﺎف رﺳﺎﻟﺘﻚ ﻗﺒﻞ أن ﻳﺼﻞ إﻟ‬‫ ﺣﺎرس اﻟﺒﻮاﺑﺔ ﻟﺪﻳﻪ اﻟﻘﺪرة ﻋﻠ‬.4  ‫ﻣﻦ ﻫﻮ ﺟﻤﻬﻮري؟‬
،‫ﻦ‬‫ ﻟ‬.‫ أﻳﻀﺎ ﺣﺎرس اﻟﺒﻮاﺑﺔ‬‫ ﺑﻌﺾ اﻷﺣﻴﺎن اﻟﻤﺸﺮف اﻟﺬي ﻳﻌﻴﻦ اﻟﺮﺳﺎﻟﺔ ﻫ‬‫ ﻓ‬.‫ﻣﻦ ﺳﻴﺘﺤﺪث أو ﻳﺮى اﻟﺮﺋﻴﺲ ﻫﻮ أ ﺣﺎرس اﻟﺒﻮاﺑﺔ‬

sometimes the gatekeeper is higher in the organization. In some cases, gatekeepers exist outside the
organization.

.‫ اﻟﺨﺎرج اﻟﻤﻨﻈﻤﺔ‬‫ ﻳﻮﺟﺪ ﺣﺮاس اﻟﺒﻮاﺑﺔ ﻓ‬، ‫ ﺑﻌﺾ اﻟﺤﺎﻻت‬‫ ﻓ‬.‫ ﻣﻨﻈﻤﺔ‬‫ ﻓ‬‫ﻮن ﺣﺎرس اﻟﺒﻮاﺑﺔ أﻋﻠ‬‫ ﺑﻌﺾ اﻷﺣﻴﺎن ﻳ‬‫ﻓ‬

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 Who is my audience?

 5. A watchdog audience, though it does not have the

power to stop the message and will not act directly on
it, has political, social, or economic power. The
watchdog pays close attention to the transaction
between you and the primary audience and may base
future actions on its evaluation of your message.
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Who is my audience?  5. A watchdog audience, though it does not have the power to stop the
message and will not act directly on it, has political, social, or economic power. The watchdog pays
close attention to the transaction between you and the primary audience and may base

‫ إﻳﻘﺎف اﻟﺮﺳﺎﻟﺔ وﻟﻦ ﺗﻌﻤﻞ ﻣﺒﺎﺷﺮة ﻟﻬﺎ ﻗﻮة ﺳﻴﺎﺳﻴﺔ أو‬‫ اﻟﻘﺪرة ﻋﻠ‬‫ رﻏﻢ أﻧﻪ ﻻ ﻳﺤﺘﻮي ﻋﻠ‬، ‫ ﺟﻤﻬﻮر ﻣﻦ ﻣﺮاﻗﺒﺔ‬.5  ‫ﻣﻦ ﻫﻮ ﺟﻤﻬﻮري؟‬
‫ وﻗﺪ ﻗﺎﻋﺪة‬‫ﺎ وﺛﻴﻘًﺎ ﻟﻠﻤﻌﺎﻣﻠﺔ ﺑﻴﻨﻚ وﺑﻴﻦ اﻟﺠﻤﻬﻮر اﻷﺳﺎﺳ‬‫ اﻫﺘﻤﺎﻣ‬‫ ال ﺗﻮاﺟﻪ اﻟﻮﻛﺎﻟﺔ اﻟﺪوﻟﻴﺔ ﻟﻠﻄﺎﻗﺔ ﺗﻮﻟ‬.‫اﺟﺘﻤﺎﻋﻴﺔ أو اﻗﺘﺼﺎدﻳﺔ‬

future actions on its evaluation of your message.

.‫ ﺗﻘﻴﻴﻢ رﺳﺎﻟﺘﻚ‬‫اﻹﺟﺮاءات اﻟﻤﺴﺘﻘﺒﻠﻴﺔ ﻋﻠ‬

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 Who Is My Audience?

 Watchdog audience
 pays close attention to the transaction between
you and the primary audience and may base
future actions on its
evaluation of your
message

2-10
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Who Is My Audience?  Watchdog audience  pays close attention to the transaction between you and
the primary audience and may base future actions on its evaluation of your

‫ وﻗﺪ ﻗﺎﻋﺪة اﻹﺟﺮاءات‬‫ﺎ وﺛﻴﻘًﺎ ﻟﻠﻤﻌﺎﻣﻠﺔ ﺑﻴﻦ أﻧﺖ واﻟﺠﻤﻬﻮر اﻷﺳﺎﺳ‬‫ اﻫﺘﻤﺎﻣ‬‫ ﻳﻮﻟ‬ ‫ ﺟﻤﻬﻮر اﻟﻮﻛﺎﻟﺔ اﻟﺪوﻟﻴﺔ ﻟﻠﻄﺎﻗﺔ‬ ‫ﻣﻦ ﻫﻮ ﺟﻤﻬﻮري؟‬
‫ ﺗﻘﻴﻴﻢ اﻟﺨﺎص ﺑﻚ‬‫اﻟﻤﺴﺘﻘﺒﻠﻴﺔ ﻋﻠ‬

message 2-10

10-2 ‫رﺳﺎﻟﺔ‬

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The Audiences for a Marketing Plan

2-11
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The Audiences for a Marketing Plan 2- 11

11 -2 ‫اﻟﺠﻤﺎﻫﻴﺮ ﻟﺨﻄﺔ اﻟﺘﺴﻮﻳﻖ‬

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The Audiences for a Consulting Report

2-12
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The Audiences for a Consulting Report 2- 12

12 -2 ‫اﻟﺠﻤﺎﻫﻴﺮ ﻟﺘﻘﺮﻳﺮ اﺳﺘﺸﺎري‬

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 PAIBOC

P What are your purposes in writing?

A Who is (are) your audiences?
I What information must your message
include?

2-13
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PAIBOC P What are your purposes in writing? A Who is (are) your audiences ? I

‫ﺘﺎﺑﺔ؟ أ ﻣﻦ ﻫﻮ )( ﺟﻤﻬﻮرك؟ أﻧﺎ‬‫ اﻟ‬‫ أﻏﺮاﺿﻚ ﻓ‬‫ﺑﺎﻳﺒﻮك ص ﻣﺎ ﻫ‬

What information must your message include? 2-13

13-2 ‫ ﻳﺠﺐ رﺳﺎﻟﺘﻚ ﻳﺸﻤﻞ؟‬‫ اﻟﻤﻌﻠﻮﻣﺎت اﻟﺘ‬‫ﻣﺎ ﻫ‬

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 PAIBOC

B What reasons or reader benefits can you

use to support your position?
O What objections can you expect your
reader(s) to have?
C How will the context affect reader
response?

2-14
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PAIBOC B What reasons or reader benefits can you use to support your position? O What objections
can you expect your reader(s) to have? C

‫ﻦ أن ﺗﺘﻮﻗﻌﻬﺎ‬‫ ﻳﻤ‬‫ اﻻﻋﺘﺮاﺿﺎت اﻟﺘ‬‫ﻨﻚ ﻫﻞ ﺗﺴﺘﺨﺪم ﻟﺪﻋﻢ ﻣﻮﻗﻔﻚ؟ س ﻣﺎ ﻫ‬‫ ﻳﻤ‬‫ اﻷﺳﺒﺎب أو ﻓﻮاﺋﺪ اﻟﻘﺎرئ اﻟﺘ‬‫ﺑﺎﻳﺒﻮك ب ﻣﺎ ﻫ‬
‫ﻮن؟ ج‬‫اﻟﻘﺎرئ )ق( ﻟﻴ‬

How will the context affect reader response? 2-14

14-2 ‫ اﻟﻘﺎرئ إﺟﺎﺑﺔ؟‬‫ﻛﻴﻒ ﺳﻴﺆﺛﺮ اﻟﺴﻴﺎق ﻋﻠ‬

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 A Model of Two-Person
Communication with Feedback
Figure 2.3

2-15
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A Model of Two-Person Communication with Feedback 2- 15Figure 2.3

2.3 ‫ﻮﻳﻦ‬‫ ﺗ‬15 -2 ‫ﻧﻤﻮذج ﻟﺸﺨﺼﻴﻦ اﻟﺘﻮاﺻﻞ ﻣﻊ ردود اﻟﻔﻌﻞ‬

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 The Communication Process

 To communicate, a person must first

perceive a stimulus and then interpret
what has been perceived.
 The person then chooses the information
he or she wishes to send and puts it into a
form for the audience. That action is called
encoding.
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The Communication Process  To communicate, a person must first perceive a stimulus and then
interpret what has been perceived.  The person then chooses the information he or she wishes to
send and puts it into a

‫ ﻳﺨﺘﺎر اﻟﺸﺨﺺ ﺑﻌﺪ ذﻟﻚ اﻟﻤﻌﻠﻮﻣﺎت ﻫﻮ‬ .‫ إدراك ﺣﺎﻓﺰ ﺛﻢ ﺗﻔﺴﻴﺮ ﻣﺎ ﺗﻢ إدراﻛﻪ‬‫ اﻟﺸﺨﺺ أوﻻ‬‫ ﻳﺠﺐ ﻋﻠ‬، ‫ ﻟﻠﺘﻮاﺻﻞ‬ ‫ﻋﻤﻠﻴﺔ اﻻﺗﺼﺎل‬
‫ إرﺳﺎﻟﻬﺎ ووﺿﻌﻬﺎ ﻓ‬‫ ﻳﺮﻏﺐ ﻓ‬‫أو ﻫ‬

form for the audience. That action is called encoding.

.‫ اﻟﺘﺮﻣﻴﺰ‬‫ ﻫﺬا اﻹﺟﺮاء ﻳﺴﻤ‬.‫ﻞ ﻟﻠﺠﻤﻬﻮر‬‫ﺷ‬

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 The Communication Process

 The message is transmitted through a channel,

such as a memo, a phone call, or an e-mail
message.

 The audience receives the message and decodes,
or makes sense, of it.
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The Communication Process  The message is transmitted through a channel, such as a memo, a
phone call, or an e-mail message.   The audience receives the message and decodes,

‫ اﻟﺠﻤﻬﻮر اﻟﺮﺳﺎﻟﺔ‬‫ ﻳﺘﻠﻘ‬  .‫ رﺳﺎﻟﺔ‬‫ﺘﺮوﻧ‬‫ﺎﻟﻤﺔ ﻫﺎﺗﻔﻴﺔ أو ﺑﺮﻳﺪ إﻟ‬‫ ﻣﺜﻞ ﻣﺬﻛﺮة أو ﻣ‬، ‫ ﻳﺘﻢ إرﺳﺎل اﻟﺮﺳﺎﻟﺔ ﻋﺒﺮ ﻗﻨﺎة‬ ‫ﻋﻤﻠﻴﺔ اﻻﺗﺼﺎل‬
، ‫وﻓﻚ اﻟﺘﺸﻔﻴﺮ‬

or makes sense, of it.

.‫ ﻣﻨﻪ‬، ‫أو ﻣﻨﻄﻘ‬

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 The Communication Process

 At any stage of the process, noise may interfere

with communication. Noise can be physical, such
as illegible handwriting, or psychological, such as
the audience disliking the speaker.
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The Communication Process  At any stage of the process, noise may interfere with communication.
Noise can be physical, such as illegible handwriting, or psychological, such as the audience disliking
the speaker.

‫ ﻣﺜﻞ‬، ‫ﻮن اﻟﻀﻮﺿﺎء ﻣﺎدﻳﺔ‬‫ﻦ أن ﺗ‬‫ ﻳﻤ‬.‫ ﻗﺪ ﺗﺘﺪاﺧﻞ اﻟﻀﻮﺿﺎء ﻣﻊ اﻟﺘﻮاﺻﻞ‬، ‫ أي ﻣﺮﺣﻠﺔ ﻣﻦ ﻣﺮاﺣﻞ اﻟﻌﻤﻠﻴﺔ‬‫ ﻓ‬ ‫ﻋﻤﻠﻴﺔ اﻻﺗﺼﺎل‬
.‫ﺮه اﻟﻤﺘﺤﺪث‬‫ ﻣﺜﻞ اﻟﺠﻤﻬﻮر ﻳ‬، ‫ أو ﻧﻔﺴ‬، ‫ﻛﺨﻂ اﻟﻴﺪ ﻏﻴﺮ ﻣﻘﺮوء‬

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 The Communication Process

❖ Perception: a person perceive a stimulus.

❖ Interpretation: interpret what has been
perceived.
❖ Choice/Selection: the person chooses the
information he or she wishes to send.
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The Communication Process ❖ Perception: a person perceive a stimulus. ❖ Interpretation: interpret

what has been perceived. ❖ Choice/Selection: the person chooses the information he or she wishes to
send.

‫ ﻳﺨﺘﺎر اﻟﺸﺨﺺ اﻟﻤﻌﻠﻮﻣﺎت‬:‫اﻻﺧﺘﻴﺎر‬/‫ ❖ اﻻﺧﺘﻴﺎر‬.‫ ﺗﻔﺴﻴﺮ ﻣﺎ ﻛﺎن ﻣﻠﻤﻮس‬:‫ ❖ اﻟﺘﻔﺴﻴﺮ‬.‫ا‬‫ ﻳﺮى اﻟﺸﺨﺺ ﺣﺎﻓﺰ‬:‫ﻋﻤﻠﻴﺔ اﻻﺗﺼﺎل ❖ اﻹدراك‬
.‫ إرﺳﺎﻟﻬﺎ‬‫ ﻳﺮﻏﺐ ﻓ‬‫اﻟﺘ‬

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 The Communication Process

❖ Encoding: puts ideas into a form for the

audience.
❖ The message is transmitted through a channel, such as
a memo, a phone call, or an e-mail message.
❖ Decoding: extract meaning from the form.
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The Communication Process ❖ Encoding: puts ideas into a form for the audience. ❖ The message is
transmitted through a channel , such as a memo, a phone call, or an e-mail message. ❖ Decoding:
extract meaning from the form.

‫ﺎﻟﻤﺔ ﻫﺎﺗﻔﻴﺔ أو رﺳﺎﻟﺔ‬‫ ﻣﺜﻞ ﻣﺬﻛﺮة أو ﻣ‬، ‫ ❖ ﻳﺘﻢ إرﺳﺎل اﻟﺮﺳﺎﻟﺔ ﻋﺒﺮ ﻗﻨﺎة‬.‫ﻞ ل ﺟﻤﻬﻮر‬‫ ﺷ‬‫ﺎر ﻓ‬‫ ﻳﻀﻊ اﻷﻓ‬:‫ﻋﻤﻠﻴﺔ اﻻﺗﺼﺎل ❖ اﻟﺘﺮﻣﻴﺰ‬
.‫ ﻣﻦ اﻟﻨﻤﻮذج‬‫ اﺳﺘﺨﺮاج اﻟﻤﻌﻨ‬:‫ ❖ ﻓﻚ اﻟﺘﺸﻔﻴﺮ‬.‫ﺘﺮوﻧ‬‫ﺑﺮﻳﺪ إﻟ‬

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 The Communication Process

 Channel overload occurs when the channel cannot

handle all the messages that are being sent.

 A small business may have only two phone lines; no
one else can get through if both lines are in use.
Information overload occurs when more messages
are transmitted than the human receiver can handle.
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The Communication Process  Channel overload occurs when the channel cannot handle all the
messages that are being sent.   A small business may have only two phone lines; no one else can
get through if both lines are in use.

‫ﻮن ﻟﺪى‬‫ ﻗﺪ ﻳ‬  .‫ ﻳﺘﻢ إرﺳﺎﻟﻬﺎ‬‫ ﻳﺤﺪث اﻟﺤﻤﻞ اﻟﺰاﺋﺪ ﻟﻠﻘﻨﺎة ﻋﻨﺪﻣﺎ ﻻ ﺗﺴﺘﻄﻴﻊ اﻟﻘﻨﺎة اﻟﺘﻌﺎﻣﻞ ﻣﻊ ﺟﻤﻴﻊ اﻟﺮﺳﺎﺋﻞ اﻟﺘ‬ ‫ﻋﻤﻠﻴﺔ اﻻﺗﺼﺎل‬
.‫ﻦ أن ﻳﻤﺮ أﺣﺪﻫﻢ إذا ﻛﺎن ﻛﻼ اﻟﺨﻄﻴﻦ ﻗﻴﺪ اﻻﺳﺘﺨﺪام‬‫ﺷﺮﻛﺔ ﺻﻐﻴﺮة ﺧﻄﻴﻦ ﻓﻘﻂ ؛ ﻻ ﻳﻤ‬

Information overload occurs when more messages are transmitted than the human receiver can
handle.

.‫ﻦ أن ﻳﺘﻌﺎﻣﻞ ﻣﻌﻪ‬‫ اﻟﺒﺸﺮي اﻟﺬي ﻳﻤ‬‫ﻳﺤﺪث اﻟﺰاﺋﺪ اﻟﻤﻌﻠﻮﻣﺎت ﻋﻨﺪ اﻟﻤﺰﻳﺪ ﻣﻦ اﻟﺮﺳﺎﺋﻞ ﺗﻨﺘﻘﻞ ﻣﻦ اﻟﻤﺘﻠﻘ‬

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 The Communication Process

 Successful communication depends on the common

ground between you and your audience.

 Choose information that your audience needs and will

find interesting.
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The Communication Process  Successful communication depends on the common ground between
you and your audience.  Choose information that your audience needs and will find interesting.

‫ ﻳﺤﺘﺎﺟﻬﺎ ﺟﻤﻬﻮرك‬‫ اﺧﺘﺮ اﻟﻤﻌﻠﻮﻣﺎت اﻟﺘ‬ .‫ اﻟﻤﺸﺘﺮك اﻷرض ﺑﻴﻨﻚ وﺑﻴﻦ ﺟﻤﻬﻮرك‬‫ اﻟﺘﻮاﺻﻞ اﻟﻨﺎﺟﺢ ﻳﻌﺘﻤﺪ ﻋﻠ‬ ‫ﻋﻤﻠﻴﺔ اﻻﺗﺼﺎل‬
.‫ ﻣﺜﻴﺮة ﻟﻼﻫﺘﻤﺎم‬‫وﺳﻮف اﻟﻌﺜﻮر ﻋﻠ‬

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 The Communication Process

 Encode your message in words and other symbols the

audience will understand.

 Transmit the message along a channel that your

audience will attend to.
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The Communication Process  Encode your message in words and other symbols the audience will
understand.  Transmit the message along a channel that your audience will attend to.

.‫ ﻃﻮل ﻗﻨﺎة ﺳﻴﺤﻀﺮ اﻟﺠﻤﻬﻮر‬‫ ﻧﻘﻞ اﻟﺮﺳﺎﻟﺔ ﻋﻠ‬ .‫ﻠﻤﺎت واﻟﺮﻣﻮز اﻷﺧﺮى ﺳﻮف ﻳﻔﻬﻢ اﻟﺠﻤﻬﻮر‬‫ ﺗﺸﻔﻴﺮ رﺳﺎﻟﺘﻚ ﺑﺎﻟ‬ ‫ﻋﻤﻠﻴﺔ اﻻﺗﺼﺎل‬

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 What do I need to know about my
audience(s)?

 Everything that's relevant to what you're writing or

talking about.

 In general, you need to use common sense and

empathy.
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What do I need to know about my audience(s)? Everything that's relevant to what you're writing or
talking about.  In general, you need to use common sense and empathy.

‫ اﺳﺘﺨﺪام اﻟﺤﺲ‬‫ ﺗﺤﺘﺎج إﻟ‬، ‫ﻞ ﻋﺎم‬‫ ﺑﺸ‬ .‫ﺘﺒﻪ أو اﻟﺤﺪﻳﺚ ﻋﻦ‬‫ ﻛﻞ ﻣﺎ ﻳﺘﻌﻠﻖ ﺑﻤﺎ ﺗ‬ ‫ ﻣﻌﺮﻓﺘﻪ ﻋﻦ اﻟﺠﻤﻬﻮر )اﻟﺠﻤﻬﻮر(؟‬‫ﻣﺎذا أﺣﺘﺎج إﻟ‬
.‫اﻟﺴﻠﻴﻢ و ﺗﻌﺎﻃﻒ‬

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 What do I need to know about
my audience(s)?
 Empathy
 the ability to put
yourself in someone
else’s shoes, to feel
with that person
 requires not being
self-centered

2-25
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What do I need to know about my audience(s)? Empathy  the ability to put yourself in someone
else’s shoes, to feel with that person

‫ ﻟﺘﺸﻌﺮ ﻣﻊ ﻫﺬا اﻟﺸﺨﺺ‬، ‫ ﺷﺨﺺ ﻣﺎ أﺣﺬﻳﺔ أﺧﺮى‬‫ وﺿﻊ ﻧﻔﺴﻚ ﻓ‬‫ اﻟﻘﺪرة ﻋﻠ‬ ‫ اﻟﺘﻌﺎﻃﻒ‬ ‫ ﻣﻌﺮﻓﺘﻪ ﺟﻤﻬﻮري )ق(؟‬‫ﻣﺎذا أﺣﺘﺎج إﻟ‬

 requires not being self-centered 2-25

25-2 ‫ ﻻ ﻳﺘﻄﻠﺐ ﻋﺪم اﻟﻮﺟﻮد ﻣﺘﻤﺤﻮر ﺣﻮل اﻟﺬات‬

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 Audience Analysis Factors

 There is no “one size fits all” approach to analyzing

audiences, but key factors are important

 Knowledge: anticipate what audiences will need to

know.

 Demographic Factors: include such measurable

features as age, gender, race, income, educational
level, and so on.
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Audience Analysis Factors  There is no “one size fits all” approach to analyzing audiences, but key
factors are important  Knowledge: anticipate what audiences will need to know.  Demographic
Factors: include such measurable

‫ ﺗﻮﻗﻊ‬:‫ اﻟﻤﻌﺮﻓﺔ‬ ‫ﻦ اﻟﻌﻮاﻣﻞ اﻟﺮﺋﻴﺴﻴﺔ ﻣﻬﻤﺔ‬‫ ﻟ‬، ‫ ﻻ ﻳﻮﺟﺪ ﻧﻬﺞ "ﻣﻘﺎس واﺣﺪ ﻳﻨﺎﺳﺐ اﻟﺠﻤﻴﻊ" ﻟﻠﺘﺤﻠﻴﻞ اﻟﺠﻤﻬﻮر‬ ‫ﻋﻮاﻣﻞ ﺗﺤﻠﻴﻞ اﻟﺠﻤﻬﻮر‬
‫ ﺗﺸﻤﻞ ﻣﺜﻞ ﻫﺬه اﻟﻘﺎﺑﻠﺔ ﻟﻠﻘﻴﺎس‬:‫ اﻟﻌﻮاﻣﻞ اﻟﺪﻳﻤﻮﻏﺮاﻓﻴﺔ‬ .‫ﻣﺎ ﺳﻴﺤﺘﺎﺟﻪ اﻟﺠﻤﻬﻮر ﻳﻌﺮف‬

features as age, gender, race, income, educational level, and so on.

.‫ وﻫﻠﻢ ﺟﺮا‬، ‫ﻣﻴﺰات اﻟﻌﻤﺮ واﻟﺠﻨﺲ واﻟﻌﺮق واﻟﺪﺧﻞ واﻟﺘﻌﻠﻴﻤﻴﺔ اﻟﻤﺴﺘﻮى‬

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 Audience Analysis Factors

 Values and Beliefs: psychographics(the study of customers in

relation to their opinions, interests, and emotions: ) characteristics
include habits, hobbies, and lifestyles.

 Personality: when your primary audience is just one

person, his or her personality is relevant.

 Past Behavior: Studying how audiences have behaved
in the past may suggest how they will react in the
future.
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Audience Analysis Factors  Values and Beliefs: psychographics( the study of customers in relation to
their opinions, interests, and emotions: ) characteristics include habits, hobbies, and lifestyles. 
Personality: when your primary audience is just one person, his or her personality is relevant. 

‫( اﻟﺨﺼﺎﺋﺺ‬: ‫ ﻋﻼﻗﺔ ﺑﺂراﺋﻬﻢ واﻫﺘﻤﺎﻣﺎﺗﻬﻢ وﻋﻮاﻃﻔﻬﻢ‬‫ ﻋﻠﻢ اﻟﻨﻔﺲ ) دراﺳﺔ اﻟﻌﻤﻼء ﻓ‬:‫ اﻟﻘﻴﻢ واﻟﻤﻌﺘﻘﺪات‬ ‫ﻋﻮاﻣﻞ ﺗﺤﻠﻴﻞ اﻟﺠﻤﻬﻮر‬
‫ ﺷﺨﺼﻴﺘﻪ ذات‬، ‫ ﻣﺠﺮد واﺣﺪ اﻟﺸﺨﺺ‬‫ﻮن ﺟﻤﻬﻮرك اﻷﺳﺎﺳ‬‫ ﻋﻨﺪﻣﺎ ﻳ‬:‫ اﻟﺸﺨﺼﻴﺔ‬ .‫ﺗﺸﻤﻞ اﻟﻌﺎدات واﻟﻬﻮاﻳﺎت وأﻧﻤﺎط اﻟﺤﻴﺎة‬
 .‫ﺻﻠﺔ‬

 Past Behavior: Studying how audiences have behaved in the past may suggest how they will react in
the future.

.‫ ﻣﺴﺘﻘﺒﻞ‬‫ﻮن رد ﻓﻌﻠﻬﻢ ﻓ‬‫ ﻗﺪ ﻳﻘﺘﺮح ﻛﻴﻒ ﺳﻴ‬‫ اﻟﻤﺎﺿ‬‫ دراﺳﺔ ﻛﻴﻔﻴﺔ ﺗﺼﺮف اﻟﺠﻤﻬﻮر ﻓ‬:‫ اﻟﺴﻠﻮك اﻟﻤﺎﺿ‬

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Now that I have my analysis, what do I do
with it?

 Use it to
 plan strategy,
 organization,
 style,
 document design, and
 visuals
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Now that I have my analysis, what do I do with it? Use it to  plan strategy,  organization,  style, 
document design, and

‫ و‬، ‫ ﺗﺼﻤﻴﻢ اﻟﻤﺴﺘﻨﺪات‬ ، ‫ اﻟﻨﻤﻂ‬ ، ‫ اﻟﻤﻨﻈﻤﺔ‬ ، ‫ اﺳﺘﺮاﺗﻴﺠﻴﺔ ﺧﻄﺔ‬ ‫ اﺳﺘﺨﺪﻣﻪ ل‬ ‫ ﻣﺎذا أﻓﻌﻞ ﻣﻌﻬﺎ؟‬، ‫اﻵن ﺑﻌﺪ أن أﺟﺮي ﺗﺤﻠﻴﻠ‬

 visuals

‫ اﻟﻤﺮﺋﻴﺎت‬

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Now that I have my analysis, what do I do
with it?

 Use it to
 plan strategy,
• Make the action as easy as possible.
• Protect the reader's ego.
• Decide how to balance logic and emotion,
• Choose appeals and reader benefits that work for
the specific audience
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Now that I have my analysis, what do I do with it? Use it to  plan strategy, • Make the action as easy
as possible. • Protect the reader's ego. • Decide how to balance logic and emotion,

‫ • ﺣﻤﺎﻳﺔ اﻷﻧﺎ‬.‫ﺎن‬‫ ﻗﺪر اﻹﻣ‬‫ • اﺟﻌﻞ اﻹﺟﺮاء ﺳﻬﻼ‬، ‫ اﺳﺘﺮاﺗﻴﺠﻴﺔ ﺧﻄﺔ‬ ‫ اﺳﺘﺨﺪﻣﻪ ل‬ ‫ ﻣﺎذا أﻓﻌﻞ ﻣﻌﻬﺎ؟‬، ‫اﻵن ﺑﻌﺪ أن أﺟﺮي ﺗﺤﻠﻴﻠ‬
، ‫ • ﺣﺪد ﻛﻴﻔﻴﺔ ﺗﺤﻘﻴﻖ اﻟﺘﻮازن ﺑﻴﻦ اﻟﻤﻨﻄﻖ واﻟﻌﺎﻃﻔﺔ‬.‫ﻟﻠﻘﺎرئ‬

• Choose appeals and reader benefits that work for the specific audience

‫ ﺗﻌﻤﻞ ﻣﻦ أﺟﻠﻬﺎ اﻟﺠﻤﻬﻮر اﻟﻤﺤﺪد‬‫• اﺧﺘﺮ اﻟﻨﺪاءات واﻟﻔﻮاﺋﺪ اﻟﺘ‬

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Now that I have my analysis, what do I do
with it?

 Use it to
 organization,
• get to the point right away. The major exceptions
are:
– When we must persuade a reluctant reader.
– When we have bad news and want to let the reader down
gradually.
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Now that I have my analysis, what do I do with it? Use it to  organization, • get to the point right
away. The major exceptions are : – When we must persuade a reluctant reader.

‫ اﻻﺳﺘﺜﻨﺎءات اﻟﺮﺋﻴﺴﻴﺔ‬.‫ اﻟﻔﻮر‬‫ اﻟﻨﻘﻄﺔ ﻋﻠ‬‫ • اﻟﻮﺻﻮل إﻟ‬، ‫ اﻟﻤﻨﻈﻤﺔ‬ ‫ اﺳﺘﺨﺪﻣﻪ ل‬ ‫ ﻣﺎذا أﻓﻌﻞ ﻣﻌﻬﺎ؟‬، ‫اﻵن ﺑﻌﺪ أن أﺟﺮي ﺗﺤﻠﻴﻠ‬
.‫ ‐ ﻋﻨﺪﻣﺎ ﻳﺠﺐ أن ﻧﻘﻨﻊ ﻗﺎرئ ﻣﺘﺮددة‬: ‫ﻮن‬‫ﻧ‬

– When we have bad news and want to let the reader down gradually.

.ً‫ ﻋﻦ اﻟﻘﺎرئ ﺗﺪرﻳﺠﻴﺎ‬‫ﻮن ﻟﺪﻳﻨﺎ أﺧﺒﺎر ﺳﻴﺌﺔ وﻧﺮﻳﺪ أن ﻧﺘﺨﻠ‬‫‐ ﻋﻨﺪﻣﺎ ﻳ‬

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Now that I have my analysis, what do I do
with it?

 Use it to
 style,
• For most audiences, use easy-to-understand words, a mixture of
sentence lengths, and paragraphs with topic .
• Avoid words that sound defensive or arrogant.
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Now that I have my analysis, what do I do with it? Use it to  style, • For most audiences, use easy-
to-understand words, a mixture of sentence lengths, and paragraphs with topic . • Avoid words that
sound defensive or arrogant.

، ‫ اﺳﺘﺨﺪم ﻛﻠﻤﺎت ﺳﻬﻠﺔ اﻟﻔﻬﻢ‬، ‫ • ﺑﺎﻟﻨﺴﺒﺔ ﻟﻤﻌﻈﻢ اﻟﺠﻤﺎﻫﻴﺮ‬، ‫ اﻟﻨﻤﻂ‬ ‫ اﺳﺘﺨﺪﻣﻪ ل‬ ‫ ﻣﺎذا أﻓﻌﻞ ﻣﻌﻬﺎ؟‬، ‫اﻵن ﺑﻌﺪ أن أﺟﺮي ﺗﺤﻠﻴﻠ‬
.‫ﺒﺮ‬‫ ﺗﺒﺪو دﻓﺎﻋﻴﺔ أو ﻣﺘ‬‫ﻠﻤﺎت اﻟﺘ‬‫ • ﺗﺠﻨﺐ اﻟ‬.‫ واﻟﻔﻘﺮات ﻣﻊ اﻟﻤﻮﺿﻮع‬، ‫ﻣﺰﻳﺞ ﻣﻦ أﻃﻮال اﻟﺠﻤﻠﺔ‬

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Now that I have my analysis, what do I do
with it?

 Use it to
 style,
• Avoid hot buttons or "red-flag" words to which some readers will have
an immediate negative reaction: criminal, un-American, crazy,
fundamentalist, liberal.
• Use the language(s) that your audience knows best.
• Use conversational, not "academic," language.
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Now that I have my analysis, what do I do with it? Use it to  style, • Avoid hot buttons or "red-flag"
words to which some readers will have an immediate negative reaction: criminal, un-American, crazy,
fundamentalist, liberal.

‫ ﺳﻴﺤﺼﻞ‬‫ﻠﻤﺎت "اﻟﺤﻤﺮاء" اﻟﺘ‬‫ • ﺗﺠﻨﺐ اﻷزرار اﻟﺴﺎﺧﻨﺔ أو اﻟ‬، ‫ اﻟﻨﻤﻂ‬ ‫ اﺳﺘﺨﺪﻣﻪ ل‬ ‫ ﻣﺎذا أﻓﻌﻞ ﻣﻌﻬﺎ؟‬، ‫اﻵن ﺑﻌﺪ أن أﺟﺮي ﺗﺤﻠﻴﻠ‬
.‫ اﻟﻠﻴﺒﺮاﻟ‬، ‫ اﻷﺻﻮﻟ‬، ‫ ﻣﺠﻨﻮن‬، ‫ ﻏﻴﺮ أﻣﺮﻳ‬، ‫ إﺟﺮاﻣ‬:‫ ﻓﻮري‬‫ﻋﻠﻴﻬﺎ ﺑﻌﺾ اﻟﻘﺮاء رد ﻓﻌﻞ ﺳﻠﺒ‬

• Use the language(s) that your audience knows best. • Use conversational, not "academic," language.

."‫ وﻟﻴﺲ "أﻛﺎدﻳﻤﻴﺔ‬، ‫ • اﺳﺘﺨﺪم اﻟﻠﻐﺔ‬.‫ﻞ أﻓﻀﻞ‬‫ ﻳﻌﺮﻓﻬﺎ ﺟﻤﻬﻮرك ﺑﺸ‬‫• اﺳﺘﺨﺪم اﻟﻠﻐﺔ )اﻟﻠﻐﺔ( اﻟﺘ‬

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Now that I have my analysis, what do I do
with it?

 Use it to
 document design,
• Use lists, headings, and a mix of paragraph lengths to
create white space.
• Choices about format, footnotes, and visuals may be
determined by the organizational culture or the
discourse community.
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Now that I have my analysis, what do I do with it? Use it to  document design, • Use lists, headings,
and a mix of paragraph lengths to create white space. • Choices about format, footnotes, and visuals
may be

‫ • اﺳﺘﺨﺪام اﻟﻘﻮاﺋﻢ واﻟﻌﻨﺎوﻳﻦ وﻣﺰﻳﺞ ﻣﻦ أﻃﻮال‬، ‫ ﺗﺼﻤﻴﻢ اﻟﻤﺴﺘﻨﺪ‬ ‫ اﺳﺘﺨﺪﻣﻪ ل‬ ‫ ﻣﺎذا أﻓﻌﻞ ﻣﻌﻬﺎ؟‬، ‫اﻵن ﺑﻌﺪ أن أﺟﺮي ﺗﺤﻠﻴﻠ‬
‫ واﻟﻤﺮﺋﻴﺎت‬‫ﻮن اﻟﺨﻴﺎرات اﻟﻤﺘﻌﻠﻘﺔ ﺑﺎﻟﺘﻨﺴﻴﻖ واﻟﺤﻮاﺷ‬‫ • ﻗﺪ ﺗ‬.‫ إﻧﺸﺎء ﻣﺴﺎﺣﺔ ﺑﻴﻀﺎء‬‫اﻟﻔﻘﺮة إﻟ‬

determined by the organizational culture or the discourse community.

.‫ﺗﺤﺪدﻫﺎ اﻟﺜﻘﺎﻓﺔ اﻟﺘﻨﻈﻴﻤﻴﺔ أو ﻣﺠﺘﻤﻊ اﻟﺨﻄﺎب‬

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Now that I have my analysis, what do I do
with it?

 Use it to
 Photographs and Visuals
• Use bias-free photographs.
• Photos and visuals can make a document look more
informal or more formal.
• Think of the difference between cartoons and photos
of "high art."
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Now that I have my analysis, what do I do with it? Use it to  Photographs and Visuals • Use bias-free
photographs. • Photos and visuals can make a document look more informal or more formal.

‫ﻦ أن‬‫ • ﻳﻤ‬.‫ اﻟﺼﻮر واﻟﺼﻮر • اﺳﺘﺨﺪام ﺻﻮر ﺧﺎﻟﻴﺔ ﻣﻦ اﻟﺘﺤﻴﺰ‬ ‫ اﺳﺘﺨﺪﻣﻪ ل‬ ‫ ﻣﺎذا أﻓﻌﻞ ﻣﻌﻬﺎ؟‬، ‫اﻵن ﺑﻌﺪ أن أﺟﺮي ﺗﺤﻠﻴﻠ‬
.‫ أو أﻛﺜﺮ رﺳﻤﻴﺔ‬‫ﺗﺠﻌﻞ اﻟﺼﻮر واﻟﻤﺮﺋﻴﺎت ﻣﺴﺘﻨﺪًا ﺗﺒﺪو أﻛﺜﺮ ﻏﻴﺮ رﺳﻤ‬

• Think of the difference between cartoons and photos of "high art."

."‫ﺎﺗﻮرﻳﺔ واﻟﺼﻮر ﻣﻦ "اﻟﻔﻦ اﻟﻌﺎﻟ‬‫ﺎرﻳ‬‫ اﻟﻔﺮق ﺑﻴﻦ اﻟﺮﺳﻮم اﻟ‬‫ﺮ ﻓ‬‫• ﻓ‬

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 What if my audiences have different
needs?

 When it is not possible to meet everyone's

needs, meet the needs of
 gatekeepers and primary audiences first.
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What if my audiences have different needs? When it is not possible to meet everyone's needs, meet
the needs of  gatekeepers and primary audiences first.

‫ ﺣﺮاس اﻟﺒﻮاﺑﺔ‬ ‫ ﺗﻠﺒﻴﺔ اﺣﺘﻴﺎﺟﺎت‬، ‫ﻦ ﻣﻘﺎﺑﻠﺔ اﻟﺠﻤﻴﻊ اﻻﺣﺘﻴﺎﺟﺎت‬‫ ﻋﻨﺪﻣﺎ ﻻ ﻳﻤ‬ ‫ﻣﺎذا ﻟﻮ ﻛﺎن ﺟﻤﻬﻮري ﻣﺨﺘﻠﻔًﺎ اﻻﺣﺘﻴﺎﺟﺎت؟‬
.‫واﻟﺠﻤﺎﻫﻴﺮ اﻷوﻟﻴﺔ أوﻻ‬

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 How do I reach my audience(s)?

 Use you-attitude and positive emphasis.

 Use visuals to clarify or emphasize material.
 Specify what the audience should do.

2-36
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How do I reach my audience(s)?  Use you-attitude and positive emphasis .  Use visuals to clarify or
emphasize material.  Specify what the audience should do . 2-36

.‫ اﺳﺘﺨﺪم اﻟﻤﺮﺋﻴﺎت ﻟﺘﻮﺿﻴﺢ اﻟﻤﻮاد أو اﻟﺘﺄﻛﻴﺪ ﻋﻠﻴﻬﺎ‬ .‫ اﻟﺘﺮﻛﻴﺰ اﻹﻳﺠﺎﺑ‬‫ اﺳﺘﺨﺪﻣﻚ ﻓ‬ ‫ ﺟﻤﻬﻮري )ق(؟‬‫ اﻟﻮﺻﻮل إﻟ‬‫ﻨﻨ‬‫ﻛﻴﻒ ﻳﻤ‬
36-2 .‫ ﺣﺪد ﻣﺎ ﻳﺠﺐ أن ﻳﻔﻌﻠﻪ اﻟﺠﻤﻬﻮر‬

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 How do I reach my audiences?

 Important messages may require multiple channels

 Channels vary according to
 Speed.
 Accuracy of transmission.
 Cost.
 Number of messages carried.
 Number of people reached.
 Efficiency.
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How do I reach my audiences?  Important messages may require multiple channels  Channels vary
according to  Speed.  Accuracy of transmission.  Cost.

‫ دﻗﺔ‬ .‫ اﻟﺴﺮﻋﺔ‬ ‫ ﺗﺨﺘﻠﻒ اﻟﻘﻨﻮات ﺣﺴﺐ‬ ‫ ﻗﺪ ﺗﺘﻄﻠﺐ اﻟﺮﺳﺎﺋﻞ اﻟﻤﻬﻤﺔ ﻗﻨﻮات ﻣﺘﻌﺪدة‬ ‫ ﺟﻤﻬﻮري؟‬‫ اﻟﻮﺻﻮل إﻟ‬‫ﻨﻨ‬‫ﻛﻴﻒ ﻳﻤ‬
.‫ﻠﻔﺔ‬‫ اﻟﺘ‬ .‫اﻧﺘﻘﺎل‬

 Number of messages carried.  Number of people reached.  Efficiency.

.‫ﻔﺎءة‬‫ اﻟ‬ .‫ ﻋﺪد اﻷﺷﺨﺎص اﻟﺬﻳﻦ وﺻﻠﻮا‬ .‫ ﺗﻢ ﺗﻨﻔﻴﺬﻫﺎ‬‫ ﻋﺪد اﻟﺮﺳﺎﺋﻞ اﻟﺘ‬

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 Written Messages

 Written messages make it easier to:

 Present many specific details.
 Present extensive or complex data.
 Minimize undesirable emotions.
 Messages on paper are more formal than e-mail
messages.
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Written Messages  Written messages make it easier to:  Present many specific details.  Present
extensive or complex data.  Minimize undesirable emotions.  Messages on paper are more formal
than e-mail

‫ ﺗﻘﻠﻴﻞ اﻟﻤﺸﺎﻋﺮ‬ .‫ ﺗﻘﺪﻳﻢ ﺑﻴﺎﻧﺎت واﺳﻌﺔ أو ﻣﻌﻘﺪة‬ .‫ ﺗﻘﺪﻳﻢ اﻟﻌﺪﻳﺪ ﻣﻦ اﻟﺘﻔﺎﺻﻴﻞ اﻟﻤﺤﺪدة‬ :‫ﺘﻮﺑﺔ ﺗﺴﻬﻞ‬‫ اﻟﺮﺳﺎﺋﻞ اﻟﻤ‬ ‫ﺘﻮﺑﺔ‬‫رﺳﺎﺋﻞ ﻣ‬
‫ﺘﺮوﻧ‬‫ اﻟﻮرق أﻛﺜﺮ رﺳﻤﻴﺔ ﻣﻦ اﻟﺒﺮﻳﺪ اﻹﻟ‬‫ اﻟﺮﺳﺎﺋﻞ ﻋﻠ‬ .‫ﻏﻴﺮ اﻟﻤﺮﻏﻮب ﻓﻴﻬﺎ‬

messages.

.‫رﺳﺎﺋﻞ‬

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 Oral Messages

 Oral messages make it easier to

 Answer questions, resolve conflicts, and build
consensus

 Use emotion to persuade.

 Get immediate action or response.

 Focus the audience’s attention.

 Scheduled meetings and oral presentations are more
formal than phone calls or stopping someone in the hall.
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Oral Messages  Oral messages make it easier to  Answer questions, resolve conflicts, and build
consensus  Use emotion to persuade.  Get immediate action or response.

 ‫ واﻟﺒﻨﺎء إﺟﻤﺎع‬، ‫ وﺣﻞ اﻟﻨﺰاﻋﺎت‬، ‫ اﻷﺳﺌﻠﺔ‬‫ اﻹﺟﺎﺑﺔ ﻋﻠ‬ ‫ اﻟﺮﺳﺎﺋﻞ اﻟﺸﻔﻮﻳﺔ ﺗﺠﻌﻞ ﻣﻦ اﻟﺴﻬﻞ اﻟﻘﻴﺎم ﺑﺬﻟﻚ‬ ‫اﻟﺮﺳﺎﺋﻞ اﻟﺸﻔﻮﻳﺔ‬
.‫ إﺟﺮاء ﻓﻮري أو اﺳﺘﺠﺎﺑﺔ‬‫ اﺣﺼﻞ ﻋﻠ‬ .‫اﺳﺘﺨﺪم اﻟﻌﺎﻃﻔﺔ ﻟﻺﻗﻨﺎع‬

 Focus the audience ’s attention.  Scheduled meetings and oral presentations are more formal than
phone calls or stopping someone in the hall.

‫ﺎﻟﻤﺎت اﻟﻬﺎﺗﻔﻴﺔ أو إﻳﻘﺎف ﺷﺨﺺ ﻣﺎ ﻓ‬‫ ﻣﻦ اﻟﻤ‬‫ اﻻﺟﺘﻤﺎﻋﺎت اﻟﻤﺠﺪوﻟﺔ واﻟﻌﺮوض اﻟﺸﻔﻮﻳﺔ أﻛﺜﺮ رﺳﻤ‬ .‫ رﻛﺰ اﻟﺠﻤﻬﻮر اﻧﺘﺒﺎه‬
.‫اﻟﻘﺎﻋﺔ‬

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 You-Attitude

Module Three

©2014 The McGraw-Hill Companies, Inc. All rights reserved

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
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©2014 The McGraw-Hill Companies, Inc. All rights reserved You - Attitude Module Three Copyright ©
2014 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

© ‫ ﺟﻤﻴﻊ اﻟﺤﻘﻮق ﻣﺤﻔﻮﻇﺔ ﻟﻚ ‐ اﻟﻤﻮﻗﻒ اﻟﻮﺣﺪة اﻟﺜﺎﻟﺜﺔ ﺣﻘﻮق اﻟﻄﺒﻊ واﻟﻨﺸﺮ‬.The McGraw -Hill Companies ، Inc 2014 ©
‫إﻳﺮوﻳﻦ‬/‫ ﻣﺎﻛﺠﺮو ﻫﻴﻞ‬.‫ ﺟﻤﻴﻊ اﻟﺤﻘﻮق ﻣﺤﻔﻮﻇﺔ‬.McGraw-Hill Companies ، Inc ‫ ﻣﻦ ﻗﺒﻞ‬2014

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 You-Attitude

 Looks at things from the reader’s point of

view.
 Respects the reader’s intelligence.
 Protects the reader’s ego.
 Emphasizes what the reader wants to know.
You-attitude is a concrete way to show
empathy and the foundation of persuasion.

6-2
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You-Attitude  Looks at things from the reader’s point of view .  Respects the reader’s intelligence . 
Protects the reader’s ego .  Emphasize s what the reader wants to know.

.‫ ﻣﺎ ﻳﺮﻳﺪ اﻟﻘﺎرئ ﻣﻌﺮﻓﺘﻪ‬‫ أﻛﺪ ﻋﻠ‬ .‫ اﻷﻧﺎ ﻟﻠﻘﺎرئ‬‫ ﻳﺤﻤ‬ .‫ ﻳﺤﺘﺮم ذﻛﺎء اﻟﻘﺎرئ‬ . ‫ اﻷﺷﻴﺎء ﻣﻦ ﻧﻘﻄﺔ اﻟﻘﺎرئ ﻣﻨﻈﺮ‬‫ ﻳﻨﻈﺮ إﻟ‬ ‫أﻧﺖ‬

6-2You - attitude is a concrete way to show empathy and the foundation of persuasion.

.‫ أﻧﺖ ‐ اﻟﻤﻮﻗﻒ ﻫﻮ وﺳﻴﻠﺔ ﻣﻠﻤﻮﺳﺔ ﻟﻠﻌﺮض اﻟﺘﻌﺎﻃﻒ واﻷﺳﺎس ﻣﻦ اﻹﻗﻨﺎع‬6-2

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 How do I create you-attitude
in my sentences?

 Talk about the reader.

 Refer to the reader’s request or order
specifically.
 Don’t discuss feelings, except to offer
congratulations.
❖ In positive situations, use you more than I. Use
we when it includes the reader.
❖ Avoid you in negative situations.

6-3
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How do I create you-attitude in my sentences? Talk about the reader.  Refer to the reader’s request
or order specifically.  Don’t discuss feelings , except to offer congratulations. ❖ In positive situations,
use you more than I. Use we when it includes the reader.

‫ ﺑﺎﺳﺘﺜﻨﺎء‬، ‫ ﻻ ﺗﻨﺎﻗﺶ اﻟﻤﺸﺎﻋﺮ‬ .‫ ﻃﻠﺐ اﻟﻘﺎرئ أو اﻟﻄﻠﺐ ﺧﺎﺻﺔ‬‫ ارﺟﻊ إﻟ‬ .‫ ﺗﺤﺪث ﻋﻦ اﻟﻘﺎرئ‬ ‫؟‬‫ ﺟﻤﻠﺘ‬‫ﻛﻴﻒ أﻗﻮم ﺑﺈﻧﺸﺎءك ﻓ‬
.‫ ﻧﺤﻦ ﻋﻨﺪﻣﺎ ﻳﺘﻀﻤﻦ اﻟﻘﺎرئ‬.I ‫ اﺳﺘﺨﺪﻣﻚ أﻛﺜﺮ ﻣﻦ‬، ‫ اﻟﻤﻮاﻗﻒ اﻹﻳﺠﺎﺑﻴﺔ‬‫ ❖ ﻓ‬.‫ﺗﻘﺪﻳﻤﻬﺎ ﻣﺒﺮوك‬

❖ Avoid you in negative situations. 6-3

3-6 .‫ اﻟﻤﻮاﻗﻒ اﻟﺴﻠﺒﻴﺔ‬‫❖ ﺗﺠﻨﺒﻚ ﻓ‬

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 Talk about the Reader,
Not about Yourself
 Readers want to know
how they benefit or
are affected.
 When you provide
this information, you
make your message
more complete and
more interesting.

6-4
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Talk about the Reader, Not about Yourself  Readers want to know how they benefit or are affected . 
When you provide

‫ ﻋﻨﺪ ﺗﻘﺪﻳﻤﻪ‬ .‫ ﻳﺮﻳﺪون أن ﻳﻌﺮﻓﻮا ﻛﻴﻒ ﻫﻢ اﻻﺳﺘﻔﺎدة أو ﺗﺘﺄﺛﺮ‬  ‫ ﻟﻴﺲ ﻋﻦ ﻧﻔﺴﻚ‬، ‫ﺗﺤﺪث ﻋﻦ اﻟﻘﺎرئ‬

this information, you make your message more complete and more interesting . 6-4

4-6 .‫ أﻧﺖ اﺟﻌﻞ رﺳﺎﻟﺘﻚ أﻛﺜﺮ اﻛﺘﻤﺎﻻ و أﻛﺜﺮ إﺛﺎرة ﻟﻼﻫﺘﻤﺎم‬، ‫ﻫﺬه اﻟﻤﻌﻠﻮﻣﺎت‬

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 Talk about the Reader,
Not about Yourself

Lacks you-attitude: We are shipping your

order of September 21 this afternoon.

You-attitude: The two dozen CorningWare

starter sets you ordered will be shipped this
afternoon and should reach you by September
28.

6-5
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Talk about the Reader, Not about Yourself Lacks you-attitude: We are shipping your order of
September 21 this afternoon. You-attitude: The two dozen CorningWare starter sets you ordered will
be shipped this afternoon and should reach you by September

‫ ﺳﻴﺘﻢ ﺷﺤﻦ ﻫﺬا‬‫ اﻻﺛﻨﺎن ﻋﺸﺮات ﻛﻮرﻧﻐﻮاﻧ‬:‫ أﻧﺖ‬.‫ ﺳﺒﺘﻤﺒﺮ ﺑﻌﺪ ﻇﻬﺮ ﻫﺬا اﻟﻴﻮم‬21 ‫ ﻻ ﺗﺪور ﺣﻮل ﻧﻔﺴﻚ أﻣﺮ ﻓ‬، ‫ﺗﺤﺪث ﻋﻦ اﻟﻘﺎرئ‬
‫ ﻃﻠﺒﺘﻬﺎ ﺑﻌﺪ اﻟﻈﻬﺮ وﻳﺠﺐ أن ﺗﺼﻞ إﻟﻴﻚ ﺑﺤﻠﻮل ﺳﺒﺘﻤﺒﺮ‬‫اﻟﻤﺠﻤﻮﻋﺎت اﻟﻤﺒﺘﺪﺋﺔ اﻟﺘ‬

28. 6-5

6-5 .28

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 Refer to the Reader’s Request
or Order Specifically

Lacks you-attitude: Your order . . .

You-attitude (to individual): The desk chair
you ordered
You-attitude (to a large store): Your invoice
#783329

6-6
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Refer to the Reader’s Request or Order SpecificallyLacks you-attitude: Your order . . . You-attitude (to
individual): The desk chair you ordered You-attitude (to a large store): Your invoice #783329 6-6

:(‫ ﻣﺘﺠﺮ ﻛﺒﻴﺮ‬‫ﺘﺐ ﻟﻘﺪ أﻣﺮت ﺑﻚ )إﻟ‬‫ اﻟﻤ‬‫ ﻛﺮﺳ‬:(‫ أﻧﺖ )ﻟﻠﻔﺮد‬. . .‫ ﻃﻠﺒﻚ‬:‫ وﺟﻪ اﻟﺘﺤﺪﻳﺪ ﻟﻚ‬‫ ﻃﻠﺐ اﻟﻘﺎرئ أو اﻃﻠﺐ ﻋﻠ‬‫اﻟﺮﺟﻮع إﻟ‬
6-6 783329# ‫ﻓﺎﺗﻮرﺗﻚ‬

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In Positive Situations, Use You More Often than
I. Use We When It Includes the Reader

Talk about the reader, not you or your

company.
Lacks you-attitude: We provide health
insurance to all employees.
You-attitude: You receive health insurance as a
full-time Procter & Gamble employee.

6-7
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In Positive Situations, Use You More Often than I. Use We When It Includes the Reader Talk about the
reader, not you or your company. Lacks you-attitude: We provide health insurance to all employees.
You-attitude: You receive health insurance as a

‫ وﻟﻴﺲ أﻧﺖ أو‬، ‫ اﺳﺘﺨﺪﻣﻨﺎ ﻋﻨﺪﻣﺎ ﻳﺘﻀﻤﻦ اﻟﻘﺎرئ ﺗﺤﺪث ﻋﻦ اﻟﻘﺎرئ‬.1 ‫ ﻛﺜﻴﺮ ﻣﻦ اﻷﺣﻴﺎن‬‫ اﺳﺘﺨﺪﻣﻚ ﻓ‬، ‫ اﻟﻤﻮاﻗﻒ اﻹﻳﺠﺎﺑﻴﺔ‬‫ﻓ‬
‫ﺎ ك‬‫ ﺗﺄﻣﻴﻨًﺎ ﺻﺤﻴ‬‫ ﺗﺘﻠﻘ‬:‫ أﻧﺖ‐رﻓﻴﻊ‬.‫ ﻧﺤﻦ ﻧﻘﺪم اﻟﺼﺤﺔ اﻟﺘﺄﻣﻴﻦ ﻟﺠﻤﻴﻊ اﻟﻤﻮﻇﻔﻴﻦ‬:‫ اﻻﻛﺘﺌﺎب‬‫ ﻳﻔﺘﻘﺮ إﻟ‬.‫اﻟﺨﺎص ﺑﻚ ﺷﺮﻛﺔ‬

full-time Procter & Gamble employee. 6-7

7-6 .‫ اﻟﻤﻮﻇﻒ‬Procter & Gamble ‫ﺑﺪوام ﻛﺎﻣﻞ‬

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 You-Attitude Examples

 Don't Talk about Feelings, Except to Congratulate

 In business your feelings are irrelevant and should be

omitted. All the reader cares about is the situation from
his or her point of view.

 Ex1:
 Lacking: We are happy to extend you a credit line of
$5,000.
 Better: You can now charge up to $5,000 on your
American Express Card.
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You - Attitude Examples  Don't Talk about Feelings, Except to Congratulate  In business your feelings
are irrelevant and should be omitted. All the reader cares about is the situation from his or her point of
view.  Ex1:

‫ﻮن ﻣﺸﺎﻋﺮك ﻏﻴﺮ ذات ﺻﻠﺔ وﻳﺠﺐ‬‫ ﺗ‬، ‫ اﻷﻋﻤﺎل اﻟﺘﺠﺎرﻳﺔ‬‫ ﻓ‬ ‫ ﺑﺎﺳﺘﺜﻨﺎء ﺗﻬﻨﺌﺔ‬، ‫ ﻻ ﺗﺘﺤﺪث ﻋﻦ اﻟﻤﺸﺎﻋﺮ‬ ‫ اﻟﻤﻮﻗﻒ‬‫أﻧﺖ ‐ أﻣﺜﻠﺔ ﻋﻠ‬
:ex1  .‫ ﻛﻞ ﻣﺎ ﻳﻬﺘﻢ ﺑﻪ اﻟﻘﺎرئ ﻫﻮ اﻟﻮﺿﻊ ﻣﻦ وﺟﻬﺔ ﻧﻈﺮه‬.‫ﻮن ﺣﺬﻓﺖ‬‫أن ﺗ‬

 Lacking: We are happy to extend you a credit line of $5,000.  Better: You can now charge up to
$5,000 on your American Express Card.

‫ ﺑﻄﺎﻗﺔ‬‫ دوﻻر ﻋﻠ‬5000 ‫ﻨﻚ اﻵن ﻓﺮض ﻣﺎ ﻳﺼﻞ إﻟ‬‫ ﻳﻤ‬:‫ أﻓﻀﻞ‬ .‫ دوﻻر‬5000 ‫ ﻧﺤﻦ ﺳﻌﺪاء ﺑﺘﻤﺪﻳﺪ ﺧﻂ اﺋﺘﻤﺎن ﻟﻚ‬:‫ ﻳﻨﻘﺼﻮن‬
.American Express

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 You-Attitude Examples continued

 Don't talk about the reader's feelings, either.

 Ex2:
 Lacking: You’ll be happy to hear that your scholarship
has been renewed.
 Better: Congratulations! Your scholarship has been
renewed.
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You - Attitude Examples continued  Don't talk about the reader's feelings, either.  Ex2:  Lacking:
You’ll be happy to hear that your scholarship has been renewed.  Better : Congratulations! Your
scholarship has been renewed.

‫ﻮن ﺳﻌﻴﺪًا ﻟﺴﻤﺎع ذﻟﻚ ﻣﻨﺤﺔ دراﺳﻴﺔ‬‫ ﺳﺘ‬:‫ ﻳﻨﻘﺼﻮن‬ :ex2  .‫ﺎ‬‫ ﻻ ﺗﺘﺤﺪث ﻋﻦ ﻣﺸﺎﻋﺮ اﻟﻘﺎرئ أﻳﻀ‬ ‫أﻧﺖ ‐ أﻣﺜﻠﺔ اﻟﻤﻮﻗﻒ اﺳﺘﻤﺮت‬
.‫ ﻣﺒﺮوك! ﻟﻘﺪ ﻛﺎﻧﺖ ﻣﻨﺤﺔ اﻟﺪراﺳﻴﺔ اﻟﺨﺎﺻﺔ ﺑﻚ ﻣﺘﺠﺪد‬:‫ أﻓﻀﻞ‬ .‫ﺗﻢ ﺗﺠﺪﻳﺪه‬

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 Avoid You in Negative Situations

Lacks you-attitude: You failed to sign your

check.
You-attitude (impersonal): Your check arrived
without a signature.
You-attitude (passive): Your check was not
signed.

6-10
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Avoid You in Negative Situations Lacks you-attitude: You failed to sign your check. You-attitude
(impersonal): Your check arrived without a signature. You-attitude (passive): Your check was not

‫ وﺻﻞ اﻟﺸﻴﻚ اﻟﺨﺎص ﺑﻚ ﺑﺪون‬:(‫ أﻧﺖ )ﻏﻴﺮ ﺷﺨﺼ‬.‫ ﺗﻮﻗﻴﻌﻚ ﻳﻔﺤﺺ‬‫ ﻟﻘﺪ ﻓﺸﻠﺖ ﻓ‬:‫ اﻻﻛﺘﺘﺎب‬‫ اﻟﻤﻮاﻗﻒ اﻟﺴﻠﺒﻴﺔ ﻳﻔﺘﻘﺮ إﻟ‬‫ﺗﺠﻨﺒﻚ ﻓ‬
‫ﻦ‬‫ اﻟﺸﻴﻚ اﻟﺨﺎص ﺑﻚ ﻟﻢ ﻳ‬:(‫ أﻧﺖ )ﺳﻠﺒ‬.‫ﺗﻮﻗﻴﻊ‬

signed. 6- 10

10 -6 .‫وﻗﻌﺖ‬

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 Does you-attitude basically
mean using the word you?

 All messages should use you-attitude, but

the words to achieve it will change
depending on the situation.
 In a positive message, focus on what the
reader can do.
 Q) "We give you" lacks you-attitude, why?
 Avoid you when it criticizes the reader or
limits the reader’s freedom.
6-11
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Does you-attitude basically mean using the word you? 6- 11  All messages should use you-attitude,
but the words to achieve it will change depending on the situation .

‫ﻠﻤﺎت ﻟﺘﺤﻘﻴﻖ ذﻟﻚ ﺳﻮف‬‫ﻦ اﻟ‬‫ وﻟ‬، ‫ ﻳﺠﺐ أن ﺗﺴﺘﺨﺪم ﺟﻤﻴﻊ اﻟﺮﺳﺎﺋﻞ ﻟﻚ‬ 11 -6 ‫ اﺳﺘﺨﺪام ﻛﻠﻤﺔ ﻟﻚ؟‬‫ اﻷﺳﺎس ﻳﻌﻨ‬‫ﻫﻞ أﻧﺖ ﻓ‬
. ‫ اﻟﻤﻮﻗﻒ‬‫ﺗﺘﻐﻴﺮ اﻋﺘﻤﺎدا ﻋﻠ‬

 In a positive message, focus on what the reader can do.  Q) "We give you" lacks you-attitude, why?
 Avoid you when it criticizes the reader or limits the reader’s freedom.

‫ ﺗﺠﻨﺒﻚ ﻋﻨﺪﻣﺎ ﻳﻨﺘﻘﺪ اﻟﻘﺎرئ أو‬ ‫ ﻟﻤﺎذا؟‬، ‫ س( "ﻧﺤﻦ ﻧﻌﻄﻴﻚ" ﻳﻔﺘﻘﺮ ﻟﻚ‬ .‫ﻦ ﻟﻠﻘﺎرئ اﻟﻘﻴﺎم ﺑﻪ‬‫ ﻣﺎ ﻳﻤ‬‫ رﻛﺰ ﻋﻠ‬، ‫ رﺳﺎﻟﺔ إﻳﺠﺎﺑﻴﺔ‬‫ ﻓ‬
.‫ﻳﺤﺪ ﻣﻦ ﺣﺮﻳﺔ اﻟﻘﺎرئ‬

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 Does you-attitude basically
mean using the word you?

 In a job application letter, show how you

can help meet the reader’s needs, but keep
the word you to a minimum.

6-12
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Does you-attitude basically mean using the word you?  In a job application letter, show how you can
help meet the reader’s needs, but keep the word you to a minimum . 6-

‫ ﺗﻠﺒﻴﺔ اﺣﺘﻴﺎﺟﺎت‬‫ﻦ أن ﺗﺴﺎﻋﺪ ﻓ‬‫ أﻇﻬﺮ ﻛﻴﻒ أﻧﺖ ﻳﻤ‬، ‫ ﺧﻄﺎب ﻃﻠﺐ اﻟﻮﻇﻴﻔﺔ‬‫ ﻓ‬ ‫ اﺳﺘﺨﺪام ﻛﻠﻤﺔ ﻟﻚ؟‬‫ اﻷﺳﺎس ﻳﻌﻨ‬‫ﻫﻞ أﻧﺖ ﻓ‬
-6 .‫ اﻟﺤﺪ اﻷدﻧ‬‫ﻦ اﻟﺤﻔﺎظ ﻋﻠﻴﻬﺎ ﻛﻠﻤﺔ ﻟﻚ إﻟ‬‫ وﻟ‬، ‫اﻟﻘﺎرئ‬

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 I’ve revised my sentences.
Do I need to do anything else?

6-13
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I’ve revised my sentences. Do I need to do anything else? 6- 13

13 -6 ‫ء آﺧﺮ؟‬‫ ﻓﻌﻞ أي ﺷ‬‫ ﻫﻞ أﺣﺘﺎج إﻟ‬.‫ﻟﻘﺪ راﺟﻌﺖ ﺟﻤﻼﺗ‬

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 To Create Goodwill with Content

 Be complete.
 Anticipate and answer questions readers are
likely to have.
 For information the reader did not ask for, show
why it is important.
 Show readers how the message’s subject affects
them.
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To Create Goodwill with Content  Be complete.  Anticipate and answer questions readers are likely
to have.  For information the reader did not ask for, show why it is important.

‫ ﻣﻌﻠﻮﻣﺎت‬‫ ﻟﻠﺤﺼﻮل ﻋﻠ‬ .‫ﻮن‬‫ اﻷﺳﺌﻠﺔ اﻟﻘﺮاء ﻣﻦ اﻟﻤﺤﺘﻤﻞ أن ﻳ‬‫ ﺗﻮﻗﻊ وأﺟﻴﺐ ﻋﻠ‬ .‫ ﻛﻦ ﻛﺎﻣﻠﺔ‬ ‫ﻹﻧﺸﺎء ﺣﺴﻦ اﻟﻨﻴﺔ ﻣﻊ اﻟﻤﺤﺘﻮى‬
.‫ ﻋﺮض ﻟﻤﺎذا ﻫﻮ ﻣﻬﻢ‬، ‫ﻟﻢ ﻳﻄﻠﺐ اﻟﻘﺎرئ‬

 Show readers how the message’s subject affects them.

.‫ أﻇﻬﺮ ﻟﻠﻘﺮاء ﻛﻴﻒ ﻳﺆﺛﺮ ﻣﻮﺿﻮع اﻟﺮﺳﺎﻟﺔ ﻫﻢ‬

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 To Create Goodwill with Content

 Organization of the message is an important

to build goodwill. How?
 Put information -readers are most interested in- first.
 Arrange information to meet your reader’s needs, not yours.
 Use headings and lists so that the reader can find key points
quickly.
 Since we have good news for the reader, we should put that
information first.
 The message should be clear, easy to read, and friendly.
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To Create Goodwill with Content  Organization of the message is an important to build goodwill. How?
 Put information - readers are most interested in - first.  Arrange information to meet your reader’s
needs, not yours.  Use headings and lists so that the reader can find key points

‐ ‫ وﺿﻊ اﻟﻤﻌﻠﻮﻣﺎت ‐ اﻟﻘﺮاء ﻳﻬﺘﻤﻮن أﻛﺜﺮ‬ ‫ ﻛﻴﻒ؟‬.‫ ﺗﻨﻈﻴﻢ اﻟﺮﺳﺎﻟﺔ أﻣﺮ ﻣﻬﻢ ﻟﺒﻨﺎء اﻟﻨﻮاﻳﺎ اﻟﺤﺴﻨﺔ‬ ‫ﻹﻧﺸﺎء ﺣﺴﻦ اﻟﻨﻴﺔ ﻣﻊ اﻟﻤﺤﺘﻮى‬
‫ ﻧﻘﺎط‬‫ﻦ اﻟﻘﺎرئ ﻣﻦ اﻟﻌﺜﻮر ﻋﻠ‬‫ ﻳﺘﻤ‬‫ اﺳﺘﺨﺪم اﻟﻌﻨﺎوﻳﻦ واﻟﻘﻮاﺋﻢ ﺣﺘ‬ .‫ وﻟﻴﺲ ﻟﻚ‬، ‫ رﺗﺐ اﻟﻤﻌﻠﻮﻣﺎت ﻟﺘﻠﺒﻴﺔ اﺣﺘﻴﺎﺟﺎت اﻟﻘﺎرئ‬ .‫أوﻻ‬
‫رﺋﻴﺴﻴﺔ‬

quickly .  Since we have good news for the reader, we should put that information first.  The
message should be clear, easy to read, and friendly.

‫ﻮن اﻟﺮﺳﺎﻟﺔ واﺿﺤﺔ وﺳﻬﻠﺔ‬‫ ﻳﺠﺐ أن ﺗ‬ .‫ ﻳﺠﺐ أن ﻧﻀﻊ ذﻟﻚ اﻟﻤﻌﻠﻮﻣﺎت أوﻻ‬، ‫ا ﺟﻴﺪة ﻟﻠﻘﺎرئ‬‫ا ﻷن ﻟﺪﻳﻨﺎ أﺧﺒﺎر‬‫ ﻧﻈﺮ‬ . ‫ﺑﺴﺮﻋﺔ‬
.‫اﻟﻘﺮاءة وودﻳﺔ‬

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 Write a message to your department head.

6-16
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 Write a message to your department head. 6- 16

16 -6 .‫ رأس اﻟﻘﺴﻢ اﻟﺨﺎص ﺑﻚ‬‫ اﻛﺘﺐ رﺳﺎﻟﺔ إﻟ‬

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 Positive
Emphasis

Module Four

©2014 The McGraw-Hill Companies, Inc. All rights reserved

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
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©2014 The McGraw-Hill Companies, Inc. All rights reserved Positive Emphasis Module Four Copyright
© 2014 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

© ‫ ﺟﻤﻴﻊ اﻟﺤﻘﻮق ﻣﺤﻔﻮﻇﺔ إﻳﺠﺎﺑﻴﺔ ﺗﻮﻛﻴﺪ اﻟﻮﺣﺪة اﻟﺮاﺑﻌﺔ ﺣﻘﻮق اﻟﻄﺒﻊ واﻟﻨﺸﺮ‬.The McGraw-Hill Companies ، Inc 2014 ©
‫إﻳﺮوﻳﻦ‬/‫ ﻣﺎﻛﺠﺮو ﻫﻴﻞ‬.‫ ﺟﻤﻴﻊ اﻟﺤﻘﻮق ﻣﺤﻔﻮﻇﺔ‬.McGraw-Hill Companies ، Inc ‫ ﻣﻦ ﻗﺒﻞ‬2014

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 Some Negatives Are Necessary

 While business readers generally prefer to

see the glass as “half full,” some negatives
may be necessary for readers. In those
situations, be tactful in how you present
negatives.
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Some Negatives Are Necessary  While business readers generally prefer to see the glass as “half
full,” some negatives may be necessary for readers. In those situations, be tactful in how you present
negatives.

‫ﻮن‬‫ ﺑﻌﺾ اﻟﺴﻠﺒﻴﺎت ﻗﺪ ﺗ‬، "‫ أﻧﻪ "ﻧﺼﻒ ﻣﻤﺘﻠ‬‫ﺎ ﺷﺎﻫﺪ اﻟﺰﺟﺎج ﻋﻠ‬‫ ﺑﻴﻨﻤﺎ ﻳﻔﻀﻞ ﻗﺮاء اﻷﻋﻤﺎل ﻋﻤﻮﻣ‬ ‫ﺑﻌﺾ اﻟﺴﻠﺒﻴﺎت ﺿﺮورﻳﺔ‬
.‫ ﻛﻴﻔﻴﺔ ﺗﻘﺪﻳﻤﻚ اﻟﺴﻠﺒﻴﺎت‬‫ ﻛﻦ ﻟﺒﺴﺎ ﻓ‬، ‫ ﻫﺆﻻء اﻟﻤﻮاﻗﻒ‬‫ ﻓ‬.‫ﺿﺮورﻳﺔ ﻟﻠﻘﺮاء‬

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 Some Negatives Are Necessary

 To build credibility
when giving bad
news.
 To help people to take
a problem seriously.

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Some Negatives Are Necessary  To build credibility when giving bad news.  To help people to take a
problem

‫ﻠﺔ‬‫ أﺧﺬ ﻣﺸ‬‫ ﻟﻤﺴﺎﻋﺪة اﻟﻨﺎس ﻋﻠ‬ .‫ء أﺧﺒﺎر‬‫ ﻟﺒﻨﺎء اﻟﻤﺼﺪاﻗﻴﺔ ﻋﻨﺪ إﻋﻄﺎء ﺳ‬ ‫ﺑﻌﺾ اﻟﺴﻠﺒﻴﺎت ﺿﺮورﻳﺔ‬

seriously . 7-3

3-7 . ‫ﺑﺠﺪ‬

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 Some Negatives Are Necessary

 In some messages, such as negative performance

appraisals, your purpose is to deliver a rebuke with no
alternative. Even here, avoid insults or attacks on the
reader's integrity or sanity. Being honest about the
drawbacks of a job reduces turnover.

 Sometimes negatives create a "reverse psychology" that

makes people look favorably at your product.
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Some Negatives Are Necessary  In some messages, such as negative performance appraisals, your
purpose is to deliver a rebuke with no alternative. Even here, avoid insults or attacks on the reader's
integrity or sanity. Being honest about the drawbacks of a job reduces turnover.

‫ ﺗﺠﻨﺐ‬، ‫ ﻫﻨﺎ‬‫ ﺣﺘ‬.‫ ﻫﺪﻓﻚ ﻫﻮ ﺗﺴﻠﻴﻢ ﺗﻮﺑﻴﺦ ﺑﺪون ﺑﺪﻳﻞ‬، ‫ اﻟﺘﻘﻴﻴﻤﺎت‬‫ ﻣﺜﻞ اﻷداء اﻟﺴﻠﺒ‬، ‫ ﺑﻌﺾ اﻟﺮﺳﺎﺋﻞ‬‫ ﻓ‬ ‫ﺑﻌﺾ اﻟﺴﻠﺒﻴﺎت ﺿﺮورﻳﺔ‬
.‫ﻮن ﺻﺎدﻗﺎ ﺑﺸﺄن ﻋﻴﻮب اﻟﻮﻇﻴﻔﺔ ﺗﻘﻠﻞ ﻣﻦ دوران‬‫ أن ﺗ‬.‫ ﺳﻼﻣﺔ اﻟﻘﺎرئ أو اﻟﻌﻘﻞ‬‫اﻹﻫﺎﻧﺎت أو اﻟﻬﺠﻤﺎت ﻋﻠ‬

 Sometimes negatives create a "reverse psychology" that makes people look favorably at your
product.

.‫ﻞ إﻳﺠﺎﺑ‬‫ ﻣﻨﺘﺠﻚ ﺑﺸ‬‫" ﻳﺠﻌﻞ اﻟﻨﺎس ﻳﻨﻈﺮون إﻟ‬‫ﺴ‬‫ ﺑﻌﺾ اﻷﺣﻴﺎن ﺗﺨﻠﻖ اﻟﺴﻠﺒﻴﺎت "ﻋﻠﻢ اﻟﻨﻔﺲ اﻟﻌ‬‫ ﻓ‬

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 Some Negatives Are Necessary

 In the situations where negatives are

necessary, be tactful in how you present
negatives.
 We use negatives to:
1. build credibility when giving bad news.
2. help people to take a problem seriously.
3.deliver a rebuke with no alternative.
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Some Negatives Are Necessary  In the situations where negatives are necessary, be tactful in how
you present negatives.  We use negatives to: 1. build credibility when giving bad news.

‫ ﻧﺴﺘﺨﺪم‬ .‫ ﻛﻴﻔﻴﺔ ﺗﻘﺪﻳﻤﻚ اﻟﺴﻠﺒﻴﺎت‬‫ﺎ ﻓ‬‫ ﻛﻦ ﻟﺘﻴ‬، ‫ ﺗﻮﺟﺪ ﻓﻴﻬﺎ اﻟﺴﻠﺒﻴﺎت ﺿﺮوري‬‫ اﻟﻤﻮاﻗﻒ اﻟﺘ‬‫ ﻓ‬ ‫ﺑﻌﺾ اﻟﺴﻠﺒﻴﺎت ﺿﺮورﻳﺔ‬
.‫ ﺑﻨﺎء اﻟﻤﺼﺪاﻗﻴﺔ ﻋﻨﺪ إﻋﻄﺎء اﻷﺧﺒﺎر اﻟﺴﻴﺌﺔ‬.1 :‫اﻟﺴﻠﺒﻴﺎت إﻟ‬

2. help people to take a problem seriously. 3. deliver a rebuke with no alternative .

. ‫ ﺗﺴﻠﻴﻢ ﺗﻮﺑﻴﺦ ﺑﺪون ﺑﺪﻳﻞ‬.3 .‫ ﻣﺤﻤﻞ اﻟﺠﺪ‬‫ﻠﺔ ﻋﻠ‬‫ أﺧﺬ ﻣﺸ‬‫ ﺳﺎﻋﺪ اﻟﻨﺎس ﻋﻠ‬.2

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 How do I create positive emphasis?

 Avoid negative words.

 Focus on what the reader can do.
 Justify a negative—give a reason or link it to a
reader benefit.
 Omit unimportant negatives.
 Put the negative in the middle and present it
compactly.

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How do I create positive emphasis?  Avoid negative words.  Focus on what the reader can do. 
Justify a negative — give a reason or link it to a reader benefit.  Omit unimportant negatives.

‫ ‐ إﻋﻄﺎء ﺳﺒﺐ أو ارﺑﻄﻪ‬‫ ﺗﺒﺮﻳﺮ ﺳﻠﺒ‬ .‫ﻦ ﻟﻠﻘﺎرئ ﻓﻌﻠﻪ‬‫ ﻣﺎ ﻳﻤ‬‫ رﻛﺰ ﻋﻠ‬ .‫ﻠﻤﺎت اﻟﺴﻠﺒﻴﺔ‬‫ ﺗﺠﻨﺐ اﻟ‬ ‫؟‬‫ﻛﻴﻒ أﺧﻠﻖ اﻟﺘﺮﻛﻴﺰ اﻹﻳﺠﺎﺑ‬
.‫ ﺣﺬف اﻟﺴﻠﺒﻴﺎت ﻏﻴﺮ اﻟﻤﻬﻤﺔ‬ .‫ﺑـ ﻓﺎﺋﺪة اﻟﻘﺎرئ‬

 Put the negative in the middle and present it compactly . 7-6

6-7 .‫ اﻟﻮﺳﻂ وﻗﺪﻣﻪ ﻣﻀﻐﻮط‬‫ ﻓ‬‫ ﺿﻊ اﻟﺴﻠﺒ‬

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Negative Words to Avoid

7-7
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Negative Words to Avoid 7-7

7-7 ‫ﻠﻤﺎت اﻟﺴﻠﺒﻴﺔ ﻟﺘﺠﻨﺐ‬‫اﻟ‬

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 Avoid Negative Words and
Words with Negative Connotations

Replace negative words with positive words

Negative: We have failed to finish taking

inventory.
Better: We haven’t finished taking inventory.
Still better: We will be finished taking
inventory Friday.

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Avoid Negative Words and Words with Negative Connotations Replace negative words with positive
words Negative: We have failed to finish taking inventory. Better: We have n’t finished taking
inventory. Still better: We will be finished taking

‫ اﻻﻧﺘﻬﺎء ﻣﻦ‬‫ ﻟﻘﺪ ﻓﺸﻠﻨﺎ ﻓ‬:‫ﻠﻤﺎت إﻳﺠﺎﺑﻴﺔ ﺳﻠﺒ‬‫ﻠﻤﺎت اﻟﺴﻠﺒﻴﺔ ﺑ‬‫ﻠﻤﺎت ذات اﻟﺪﻻﻻت اﻟﺴﻠﺒﻴﺔ ﺗﺤﻞ ﻣﺤﻞ اﻟ‬‫ﻠﻤﺎت اﻟﺴﻠﺒﻴﺔ و اﻟ‬‫ﺗﺠﻨﺐ اﻟ‬
‫ ﻣﻦ أﺧﺬ‬‫ ﺳﻨﻨﺘﻬ‬:‫ ﻻ ﻳﺰال أﻓﻀﻞ‬.‫ ﻟﻢ ﻳﻨﺘﻬﻮا ﻣﻦ أﺧﺬ اﻟﻤﺨﺰون‬:‫ أﻓﻀﻞ‬.‫أﺧﺬ ﺟﺮد‬

inventory Friday . 7-8

8-7 .‫ﺟﺮد اﻟﺠﻤﻌﺔ‬

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 If the Negative Is Truly
Unimportant, Omit It

Omit negatives entirely only when:

The reader does not need the information to
make a decision.
You have already given the reader the
information and he or she has access to the
previous communication.
The information is trivial.

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If the Negative Is Truly Unimportant, Omit It Omit negatives entirely only when : The reader does not
need the information to make a decision.  You have already given the reader the information and he
or she has access to the previous communication .

‫ ﻟﻘﺪ أﻋﻄﻴﺖ‬ .‫ اﻟﻤﻌﻠﻮﻣﺎت اﺗﺨﺎذ ﻗﺮار‬‫ ﻻ ﻳﺤﺘﺎج اﻟﻘﺎرئ إﻟ‬ : ‫ ﺣﺬﻓﻬﺎ ﺣﺬف اﻟﺴﻠﺒﻴﺎت ﺗﻤﺎﻣﺎ ﻓﻘﻂ ﻣﺘ‬، ‫ ﺣﻘًﺎ ﻏﻴﺮ ﻣﻬﻢ‬‫إذا ﻛﺎن اﻟﺴﻠﺒ‬
.‫ اﻟﺘﻮاﺻﻞ اﻟﺴﺎﺑﻖ‬‫ اﻟﻮﺻﻮل إﻟ‬‫اﻟﻘﺎرئ ﺑﺎﻟﻔﻌﻞ اﻟﻤﻌﻠﻮﻣﺎت وﻟﺪﻳﻪ أو ﻫ‬

 The information is trivial . 7-9

9-7 .‫ اﻟﻤﻌﻠﻮﻣﺎت ﺗﺎﻓﻬﺔ‬

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 If the Negative Is Truly
Unimportant, Omit It
Negative: A one-year subscription to PC Magazine
is $49.97. That rate is not as low as the
rates charged for some magazines.
Better: A one-year subscription to PC Magazine
is $49.97.
Still better: A one-year subscription to PC Magazine
is $49.97. You save 43% off the
newsstand price of $87.78.

7-10
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If the Negative Is Truly Unimportant, Omit It Negative: A one-year subscription to PC Magazine is

$49.97. That rate is not as low as the rates charged for some magazines. Better: A one-year
subscription to PC Magazine is $49.97.

‫ ﻫﺬا اﻟﻤﻌﺪل‬.‫ دوﻻر‬49.97 ‫ ﻫﻮ‬‫ﻤﺒﻴﻮﺗﺮ اﻟﺸﺨﺼ‬‫ ﻣﺠﻠﺔ اﻟ‬‫ اﺷﺘﺮاك ﻟﻤﺪة ﻋﺎم واﺣﺪ ﻓ‬:‫ ﺣﺬﻓﻬﺎ اﻟﺴﻠﺒﻴﺔ‬، ‫ ﺣﻘًﺎ ﻏﻴﺮ ﻣﻬﻢ‬‫إذا ﻛﺎن اﻟﺴﻠﺒ‬
‫ ﻫﻮ‬‫ﻤﺒﻴﻮﺗﺮ اﻟﺸﺨﺼ‬‫ ﻣﺠﻠﺔ اﻟ‬‫ اﺷﺘﺮاك ﻟﻤﺪة ﻋﺎم واﺣﺪ ﻓ‬:‫ أﻓﻀﻞ‬.‫ ﺑﻌﺾ اﻟﻤﺠﻼت‬‫ﺎ ﻣﺜﻞ اﻷﺳﻌﺎر اﻟﻤﻔﺮوﺿﺔ ﻋﻠ‬‫ﻟﻴﺲ ﻣﻨﺨﻔﻀ‬
.‫ دوﻻر‬49.97

Still better: A one-year subscription to PC Magazine is $49.97. You save 43% off the newsstand price of
$87.78. 7- 10

‫ ﻣﻦ ﺳﻌﺮ ﻛﺸﻚ اﻟﺼﺤﻒ‬٪ 43 ‫ﻨﻚ ﺗﻮﻓﻴﺮ‬‫ ﻳﻤ‬.‫ دوﻻر‬49.97 ‫ ﻫﻮ‬‫ﻤﺒﻴﻮﺗﺮ اﻟﺸﺨﺼ‬‫ ﻣﺠﻠﺔ اﻟ‬‫ اﺷﺘﺮاك ﻟﻤﺪة ﻋﺎم واﺣﺪ ﻓ‬:‫ﻻ ﻳﺰال أﻓﻀﻞ‬
10 -7 .‫ دوﻻر‬87.78

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 Bury the Negative Information and
Present It Compactly

 To deemphasize a negative, put it in the

middle of a paragraph rather than in the
first or last sentence, in the middle of the
message rather than in the first or last
paragraphs.

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Bury the Negative Information and Present It Compactly To deemphasize a negative, put it in the
middle of a paragraph rather than in the first or last sentence, in the middle of the message rather
than in the first or last paragraphs.

‫ ﻓ‬، ‫ أو اﻷﺧﻴﺮة‬‫ اﻟﺠﻤﻠﺔ اﻷوﻟ‬‫ ﻣﻨﺘﺼﻒ اﻟﻔﻘﺮة وﻟﻴﺲ ﻓ‬‫ ﺿﻌﻪ ﻓ‬، ‫ﻞ ﻣﻀﻐﻮط ﻹﻋﺪاد ﺳﻠﺒ‬‫دﻓﻦ اﻟﻤﻌﻠﻮﻣﺎت اﻟﺴﻠﺒﻴﺔ و ﺗﻘﺪﻳﻤﻬﺎ ﺑﺸ‬
.‫ أو اﻷﺧﻴﺮة اﻟﻔﻘﺮات‬‫ اﻷوﻟ‬‫ﻣﻨﺘﺼﻒ رﺳﺎﻟﺔ وﻟﻴﺲ ﻓ‬

7-11

7-11

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 Using Positive Emphasis Ethically

 The methods to achieve positive emphasis can

be misused, so be careful when using them.
 Don’t omit necessary details.
 Focus on what the reader can do rather than on
limitations only when the situation is appropriate.
 Presenting information in type large enough to be
read easily.
 Don’t hide meaning by using less common terms.
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Using Positive Emphasis Ethically  The methods to achieve positive emphasis can be misused, so be
careful when using them.  Don’t omit necessary details.  Focus on what the reader can do rather
than on limitations only when the situation is appropriate.

 .‫ا ﻋﻨﺪ اﺳﺘﺨﺪاﻣﻬﺎ‬‫ ﻟﺬا ﻛﻦ ﺣﺬر‬، ‫ ﻳﺠﺐ إﺳﺎءة اﺳﺘﺨﺪاﻣﻬﺎ‬‫ﻦ ﻟﻄﺮق ﺗﺤﻘﻴﻖ اﻟﺘﺮﻛﻴﺰ اﻹﻳﺠﺎﺑ‬‫ ﻳﻤ‬ ‫ أﺧﻼﻗﻴﺎ‬‫ﺑﺎﺳﺘﺨﺪام اﻟﺘﺮﻛﻴﺰ اﻹﻳﺠﺎﺑ‬
.‫ﺎ‬‫ﻮن اﻟﻮﺿﻊ ﻣﻨﺎﺳﺒ‬‫ ﻣﻦ ذﻟﻚ اﻟﻘﻴﻮد ﻓﻘﻂ ﻋﻨﺪﻣﺎ ﻳ‬‫ﻦ ﻟﻠﻘﺎرئ ﻓﻌﻠﻪ ﺑﺪﻻ‬‫ ﻣﺎ ﻳﻤ‬‫ رﻛﺰ ﻋﻠ‬ .‫ﻻ ﺗﺤﺬف اﻟﺘﻔﺎﺻﻴﻞ اﻟﻼزﻣﺔ‬

 Presenting information in type large enough to be read easily.  Don’t hide meaning by using less
common terms.

.‫ﺎ‬‫ ﺑﺎﺳﺘﺨﺪام ﻣﺼﻄﻠﺤﺎت أﻗﻞ ﺷﻴﻮﻋ‬‫ اﻟﻤﻌﻨ‬‫ ﻻ ﺗﺨﻔ‬ .‫ﻮن اﻗﺮأ ﺑﺴﻬﻮﻟﺔ‬‫ ﻟﻴ‬‫ﻔ‬‫ﺒﻴﺮ ﺑﻤﺎ ﻳ‬‫ اﻟﻨﻮع اﻟ‬‫ ﺗﻘﺪﻳﻢ اﻟﻤﻌﻠﻮﻣﺎت ﻓ‬

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 Why do I need to think about tone,
politeness, and power?

 Tone
 the implied attitude of the writer toward the
reader

 Don’t use the same tone with a superior as

with a peer or subordinate.

7-13
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Why do I need to think about tone, politeness, and power? Tone  the implied attitude of the writer
toward the reader  Don’t use the same tone with a superior as with a peer or subordinate.

‫ ﻻ ﺗﺴﺘﺨﺪم ﻧﻔﺲ اﻟﻨﻐﻤﺔ ﻣﻊ‬ ‫ﺎﺗﺐ ﺗﺠﺎه ﻗﺎرئ‬‫ ﻟﻠ‬‫ اﻟﻤﻮﻗﻒ اﻟﻀﻤﻨ‬ ‫ ﻟﻬﺠﺔ‬ ‫ واﻟﻘﻮة؟‬، ‫ اﻷدب‬، ‫ اﻟﻨﻐﻤﺔ‬‫ﻴﺮ ﻓ‬‫ اﻟﺘﻔ‬‫ﻟﻤﺎذا أﺣﺘﺎج إﻟ‬
.‫ﺗﻔﻮق ﻣﻊ ﻧﻈﻴﺮ أو ﻣﺮؤوس‬

7-13

7-13

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 What’s the best way to apologize?

 No explicit apology is necessary if the error

is small and if you are correcting the
mistake.
 Do not apologize when you are not at fault.
 When you apologize,
do it early, briefly, and
sincerely

7-14
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What’s the best way to apologize?  No explicit apology is necessary if the error is small and if you are
correcting the mistake .  Do not apologize when you are not at fault .  When you apologize,

‫ ﻻ ﺗﻌﺘﺬر ﻋﻨﺪﻣﺎ ﻻ‬ . ‫ ﻻ ﻳﻮﺟﺪ اﻋﺘﺬار ﺻﺮﻳﺢ ﺿﺮوري إذا ﻛﺎن اﻟﺨﻄﺄ ﺻﻐﻴﺮ وإذا ﻛﻨﺖ ﺗﺼﺤﺢ ﺧﻄﺄ‬ ‫ أﻓﻀﻞ ﻃﺮﻳﻘﺔ ﻟﻼﻋﺘﺬار؟‬‫ﻣﺎ ﻫ‬
، ‫ ﻋﻨﺪﻣﺎ ﺗﻌﺘﺬر‬ .‫ ﺧﻄﺄ‬‫ﻮن ﻋﻠ‬‫ﺗ‬

do it early , briefly , and sincerely 7- 14

14 -7 ‫ و ﺑﺈﺧﻼص‬، ‫ ﻟﻔﺘﺮة وﺟﻴﺰة‬، ‫ﺮ‬‫ وﻗﺖ ﻣﺒ‬‫اﻓﻌﻞ ذﻟﻚ ﻓ‬

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