{"id":106,"date":"2023-09-19T17:25:37","date_gmt":"2023-09-19T17:25:37","guid":{"rendered":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/chapter\/why-it-matters-writing-in-business\/"},"modified":"2025-10-15T17:25:52","modified_gmt":"2025-10-15T17:25:52","slug":"why-it-matters-writing-in-business","status":"publish","type":"chapter","link":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/chapter\/why-it-matters-writing-in-business\/","title":{"raw":"Apply It Strategic Messaging in Business Communication","rendered":"Apply It Strategic Messaging in Business Communication"},"content":{"raw":"<section class=\"textbox learningGoals\">\r\n<ul>\r\n\t<li>Understand why it's important to know your audience<\/li>\r\n\t<li>Understand why business writing needs to be clear and focused<\/li>\r\n\t<li>Recognize what makes positive, negative, and persuasive messages work effectively<\/li>\r\n<\/ul>\r\n<\/section>\r\n<h2>Analyze a Negative Message[footnote]\u201cA Message from Eric Yuan, CEO of Zoom.\u201d <em>Zoom<\/em>. February 7, 2023. Accessed June 11, 2024. https:\/\/www.zoom.com\/en\/blog\/a-message-from-eric-yuan-ceo-of-zoom\/[\/footnote]<\/h2>\r\n<p>Zoom is a technology company that provides a video communications platform. Founded in 2011, Zoom has become a globally recognized brand. The company gained prominence during the COVID-19 pandemic as businesses, educational institutions, and individuals relied heavily on its services to maintain operations and contact remotely.<\/p>\r\n<p>In 2023, founder and CEO Eric Yuan announced to Zoom employees that the company would reduce its workforce by 15%, laying off 1300 employees. In this message, employees were told that if they were among those being terminated, they would receive an email within the next 30 minutes and they were given the exact subject line to expect.<\/p>\r\n<p>In the same message, Yuan also took responsibility for the mistakes that led to the layoffs and stated that he would reduce his compensation by 98% and would not accept any bonus for the year.<\/p>\r\n<section class=\"textbox linkToLearning\" aria-label=\"Link to Learning\">Read the <a href=\"https:\/\/www.zoom.com\/en\/blog\/a-message-from-eric-yuan-ceo-of-zoom\/\">full text of Yuan's message<\/a>.<\/section>\r\n<section class=\"textbox connectIt\">\r\n<h3>After reading Yuan's message, identify positive aspects of how the message was written and organized and areas of improvement.<\/h3>\r\n<p>[reveal-answer q=\"251132\"]Click to Show Sample Answer[\/reveal-answer]<\/p>\r\n\r\n[hidden-answer a=\"251132\"]\r\n\r\n<h4>Positive Aspects<\/h4>\r\n<ul>\r\n\t<li>\r\n<p><strong>Clear and Direct Communication:<\/strong> The message is straightforward about the layoffs, the reasons behind them, and the steps being taken. This transparency helps in building trust, even when delivering bad news.<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Empathy and Acknowledgment:<\/strong> The message acknowledges the difficulty of the situation, showing empathy towards the impacted employees. Phrases like \"I know this is a difficult message to hear\" and \"I am sorry you are finding out this way\" demonstrate understanding and compassion.<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Detailed Explanation:<\/strong> The CEO provides a thorough explanation of why these layoffs are happening, outlining both external factors (global economy, post-pandemic adjustments) and internal factors (overstaffing and lack of sustainable growth analysis).<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Accountability:<\/strong> The CEO takes responsibility for the mistakes that led to this situation and shows personal accountability by significantly reducing his salary and forfeiting bonuses, along with salary cuts for the executive team. This can help mitigate some negative feelings towards leadership.<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Support for Impacted Employees:<\/strong> The message details the support being offered to those laid off, including severance pay, healthcare coverage, stock vesting, and outplacement services. This helps soften the blow and shows that the company is making efforts to support employees during the transition.<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Future Commitment:<\/strong> The CEO emphasizes Zoom's future vision and commitment to learning from past mistakes. This can provide some reassurance to remaining employees about the company's direction and stability.<\/p>\r\n<\/li>\r\n<\/ul>\r\n<h4>Areas for Improvement<\/h4>\r\n<ul>\r\n\t<li>\r\n<p><strong>Tone and Emotional Impact:<\/strong> While the message is empathetic, the sheer length and detail might overwhelm recipients who are already distressed. A more concise version with follow-up communications for details might be more effective.<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Personalization:<\/strong> Given the scale of the layoffs, personalized messages or smaller group meetings could be more appropriate for delivering such news. The impersonal nature of an email might come across as insensitive to some employees.<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Positive Spin on Layoffs:<\/strong> While it's important to highlight the company's future and vision, emphasizing the positive aspects of layoffs can come across as tone-deaf. Balancing optimism with acknowledgment of the pain and disruption caused by layoffs may be necessary to show greater sensitivity in a time of distress and uncertainty.<\/p>\r\n<\/li>\r\n<\/ul>\r\n<p>[\/hidden-answer]<\/p>\r\n<\/section>\r\n<p>&nbsp;<\/p>","rendered":"<section class=\"textbox learningGoals\">\n<ul>\n<li>Understand why it&#8217;s important to know your audience<\/li>\n<li>Understand why business writing needs to be clear and focused<\/li>\n<li>Recognize what makes positive, negative, and persuasive messages work effectively<\/li>\n<\/ul>\n<\/section>\n<h2>Analyze a Negative Message<a class=\"footnote\" title=\"\u201cA Message from Eric Yuan, CEO of Zoom.\u201d Zoom. February 7, 2023. Accessed June 11, 2024. https:\/\/www.zoom.com\/en\/blog\/a-message-from-eric-yuan-ceo-of-zoom\/\" id=\"return-footnote-106-1\" href=\"#footnote-106-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/h2>\n<p>Zoom is a technology company that provides a video communications platform. Founded in 2011, Zoom has become a globally recognized brand. The company gained prominence during the COVID-19 pandemic as businesses, educational institutions, and individuals relied heavily on its services to maintain operations and contact remotely.<\/p>\n<p>In 2023, founder and CEO Eric Yuan announced to Zoom employees that the company would reduce its workforce by 15%, laying off 1300 employees. In this message, employees were told that if they were among those being terminated, they would receive an email within the next 30 minutes and they were given the exact subject line to expect.<\/p>\n<p>In the same message, Yuan also took responsibility for the mistakes that led to the layoffs and stated that he would reduce his compensation by 98% and would not accept any bonus for the year.<\/p>\n<section class=\"textbox linkToLearning\" aria-label=\"Link to Learning\">Read the <a href=\"https:\/\/www.zoom.com\/en\/blog\/a-message-from-eric-yuan-ceo-of-zoom\/\">full text of Yuan&#8217;s message<\/a>.<\/section>\n<section class=\"textbox connectIt\">\n<h3>After reading Yuan&#8217;s message, identify positive aspects of how the message was written and organized and areas of improvement.<\/h3>\n<div class=\"qa-wrapper\" style=\"display: block\"><button class=\"show-answer show-answer-button collapsed\" data-target=\"q251132\">Click to Show Sample Answer<\/button><\/p>\n<div id=\"q251132\" class=\"hidden-answer\" style=\"display: none\">\n<h4>Positive Aspects<\/h4>\n<ul>\n<li>\n<p><strong>Clear and Direct Communication:<\/strong> The message is straightforward about the layoffs, the reasons behind them, and the steps being taken. This transparency helps in building trust, even when delivering bad news.<\/p>\n<\/li>\n<li>\n<p><strong>Empathy and Acknowledgment:<\/strong> The message acknowledges the difficulty of the situation, showing empathy towards the impacted employees. Phrases like &#8220;I know this is a difficult message to hear&#8221; and &#8220;I am sorry you are finding out this way&#8221; demonstrate understanding and compassion.<\/p>\n<\/li>\n<li>\n<p><strong>Detailed Explanation:<\/strong> The CEO provides a thorough explanation of why these layoffs are happening, outlining both external factors (global economy, post-pandemic adjustments) and internal factors (overstaffing and lack of sustainable growth analysis).<\/p>\n<\/li>\n<li>\n<p><strong>Accountability:<\/strong> The CEO takes responsibility for the mistakes that led to this situation and shows personal accountability by significantly reducing his salary and forfeiting bonuses, along with salary cuts for the executive team. This can help mitigate some negative feelings towards leadership.<\/p>\n<\/li>\n<li>\n<p><strong>Support for Impacted Employees:<\/strong> The message details the support being offered to those laid off, including severance pay, healthcare coverage, stock vesting, and outplacement services. This helps soften the blow and shows that the company is making efforts to support employees during the transition.<\/p>\n<\/li>\n<li>\n<p><strong>Future Commitment:<\/strong> The CEO emphasizes Zoom&#8217;s future vision and commitment to learning from past mistakes. This can provide some reassurance to remaining employees about the company&#8217;s direction and stability.<\/p>\n<\/li>\n<\/ul>\n<h4>Areas for Improvement<\/h4>\n<ul>\n<li>\n<p><strong>Tone and Emotional Impact:<\/strong> While the message is empathetic, the sheer length and detail might overwhelm recipients who are already distressed. A more concise version with follow-up communications for details might be more effective.<\/p>\n<\/li>\n<li>\n<p><strong>Personalization:<\/strong> Given the scale of the layoffs, personalized messages or smaller group meetings could be more appropriate for delivering such news. The impersonal nature of an email might come across as insensitive to some employees.<\/p>\n<\/li>\n<li>\n<p><strong>Positive Spin on Layoffs:<\/strong> While it&#8217;s important to highlight the company&#8217;s future and vision, emphasizing the positive aspects of layoffs can come across as tone-deaf. Balancing optimism with acknowledgment of the pain and disruption caused by layoffs may be necessary to show greater sensitivity in a time of distress and uncertainty.<\/p>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/section>\n<p>&nbsp;<\/p>\n<hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-106-1\">\u201cA Message from Eric Yuan, CEO of Zoom.\u201d <em>Zoom<\/em>. February 7, 2023. Accessed June 11, 2024. https:\/\/www.zoom.com\/en\/blog\/a-message-from-eric-yuan-ceo-of-zoom\/ <a href=\"#return-footnote-106-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":9,"menu_order":6,"template":"","meta":{"_candela_citation":"[{\"type\":\"pd\",\"description\":\"Adapted from material created using ChatGPT\",\"author\":\"Lumen Learning\",\"organization\":\"OpenAI\",\"url\":\"\",\"project\":\"\",\"license\":\"pd\",\"license_terms\":\"\"}]","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"part":105,"module-header":"apply_it","content_attributions":[{"type":"pd","description":"Adapted from material created using ChatGPT","author":"Lumen Learning","organization":"OpenAI","url":"","project":"","license":"pd","license_terms":""}],"internal_book_links":[],"video_content":null,"cc_video_embed_content":{"cc_scripts":"","media_targets":[]},"try_it_collection":null,"_links":{"self":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/106"}],"collection":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":10,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/106\/revisions"}],"predecessor-version":[{"id":5097,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/106\/revisions\/5097"}],"part":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/parts\/105"}],"metadata":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/106\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/media?parent=106"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapter-type?post=106"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/contributor?post=106"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/license?post=106"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}