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Professional Development

Jennifer Law

Jennifer Law says the class in effective business writing has been a benefit to employees across the O’Connell Companies.

Jennifer Law recalls that, when she scheduled a course in effective writing for employees at the O’Connell Companies, there was some skepticism and a few moans and groans.

“I think many of them went into this thinking, ‘this is going to suck,’ or ‘I have to sit through this for a day,’” she said, adding that, as the course unfolded, and certainly when it was over, the responses were much different.

“They were all very thankful, and we got some great emails on how much they learned and how much they enjoyed the class,” said Law, controller for the company, adding that many of these emails were certainly better-written than those in the weeks, months, and years before this class, which was titled “Business Writing Excellence.”

And that was the point of the exercise.

Indeed, Law, who remembers emails and other correspondences being red-inked (literally) by a supervisor at a previous employer who spent years as a teacher, said she certainly became a better, more effective communicator because of those experiences.

“I learned so much from his doing that; it got ingrained in my brain,” she explained. “And when I read something from someone else that’s not right, that’s bouncing back and forth from tense to tense, isn’t cohesive, that doesn’t answer all the questions — that frustrates me.”

Enough for her schedule “Business Writing Excellence,” offered by the Employers Assoc. of the NorthEast (EANE), last summer. The class drew 20 employees from all levels of the company, including Matt Flink, president of Appleton Corp., one of the O’Connell Companies, as well as accountants, site managers, and others.

“When I read something from someone else that’s not right, that’s bouncing back and forth from tense to tense, isn’t cohesive, that doesn’t answer all the questions — that frustrates me.”

The common denominator was that each wanted to understand how to communicate better and more effectively, said Law, adding that this need crosses generations, but is perhaps more apparent with younger generations that have grown up texting and, quite often, taking shortcuts when trying to get their message across.

And in the business world, shortcuts can lead to poor communication, misinterpreted messages, lost time, lost productivity, and more, she noted.

That’s why EANE offers this course, said John Henderson, director of Learning and Development for the agency, as well as another titled “Emails: That’s Not What I Meant,” an aptly named, increasingly popular course on a subject of growing importance to companies of all sizes — helping employees craft better, more effective emails.

“That class gets into not just content, but also the tone of the email and understanding who your audience is,” Henderson explained. “We all know that emails are often misread or misinterpreted by the reader, so we have a specific course on email writing.

John Henderson

John Henderson says the biggest mistake most make with email is hitting the ‘send’ button too soon.

“With any kind of communication, whether it’s email, writing, a phone call, face-to-face,” he went on, “to be an effective communicator, it helps to know who your audience is and be able to create the message in a way that will effectively work with as many people as possible.”

For this, the latest installment in its series on professional development, BusinessWest takes an in-depth look at this specific need, but also at the broader issue of communication in the workplace and why employees at all levels need to find the ‘write’ stuff.

 

The Latest Word

Law said the O’Connell Companies invest a considerable amount of time and energy hiring the right individuals for positions at all levels of the organization.

But the investments don’t stop there, she said, adding that the company is focused on ongoing training and education aimed at giving employees the tools and the means to do their work — and serve its many different kinds of clients — effectively.

This training covers many areas, including communication and the EANE course in business writing, she said, adding that the class dealt not in the abstract, but rather with actual emails and other correspondences sent by participants, which were reviewed and critiqued, with an eye on grammar, but also on tone and simply getting the intended message across.

As noted earlier, problems with all of the above are common with employees of all ages, said Law, but especially the younger generations that grew up texting.

“These are people who always lived in that world of technology and texting and short, cut-off responses,” she said. “When you come into the business world, that doesn’t work anymore, and you see that this is how they’re communicating — very short, unclear, not thorough … and then the receiving person gets that message, and they’re confused, and it spirals into miscommunication.”

Elaborating, she said tone can be lost not only in texts, but also in emails, and improper tone can lead to a number of problems.

“These are people who always lived in that world of technology and texting and short, cut-off responses. When you come into the business world, that doesn’t work anymore.”

Henderson agreed, which is why EANE offers both the “Business Writing Excellence” class, one that more than 20 area companies have presented to employees, and “Emails: That’s Not What I Meant.”

The latter was created prior to COVID, but it became more timely, and even more important, during the pandemic, when face-to-face meetings became all but impossible and email became the chosen way to communicate — and often do business.

Henderson told BusinessWest that people make many mistakes with email, but perhaps the biggest is hitting the ‘send’ button too soon. By that, he was referencing everything from checks on grammar to a review of content to making sure the email is going only to its intended recipients.

“People rely on email as a rapid response, and they don’t put as much thought into writing an email as they would a letter,” he explained. “People hit the send button too soon rather than go back and reread what they’ve written.”

And when they do go back and reread, email senders should certainly focus on grammar — typos are embarrassing and do not convey professionalism — but they should also look hard to make sure the proper tone is set and that words and phrases cannot be misinterpreted by the recipient.

“If I’m writing an email, before I send it, I should think, ‘the person I’m sending this to, or the people I’m sending this to … how they are going to read this, and are there nuances in there that someone might take to a different interpretation?’” Henderson said. “Or they might look at it as me being rude because I didn’t start the email with ‘good morning.’”

Indeed, one of the bigger mistakes people make is simply not knowing the intended recipient for an email, he noted, adding that understanding the audience is critical to getting the message across and conveying the proper tone.

Elaborating, he said some recipients will like a reference to the weather or a question about how one’s day is going — ‘fluff,’ as he called it — while others are all business and don’t want or need pleasantries.

“Do they want something direct, or do they want something that’s more personable?” he asked rhetorically, adding that the sender should try to know the answer to that question. “We need to think about the recipient and how they want to receive that message; it’s an interesting dynamic when you’re trying to communicate through email.”

When in doubt — and there is a good deal of doubt with many in business who sends dozens of emails a day, often to people they don’t know well — it’s best to be pleasant and throw in a little of that fluff, he told BusinessWest, because not doing so might set the wrong tone.

 

Getting It Write

Flashing back to the class last summer and a group review of writing samples sent by company employees, Law said it was a tremendous learning experience.

“Everyone was able to reflect back, get those ‘a-ha’ moments, and say, ‘oh, yes, if I only had I said it this way, maybe I would have gotten my point across better.’”

Getting the point across clearly and concisely is one of the more important, if still underappreciated, aspects of doing business, she added.

And it should be an critical component of any employee’s overall professional development.

 

Agenda

Fall Workshop Series to Support Small Businesses

Nov. 7, 14, 21: The North Adams Chamber of Commerce (NAC) will host a series of fall workshops to assist small businesses in the Northern Berkshires. In November, the NAC will start a technology-makeover series that will dive into online commerce, effective software options, and digital marketing. Each class costs $15 to attend, or $30 for all three. The Monday sessions run from 6 to 8 p.m. and will be held in the NAC office at 85 Main St., Suite 200A, North Adams. The sessions include “Get Organized: Digital Management Tools for Workflow Efficiency,” Nov. 7; “Get Found: Digital Marketing Basics to Get Your Business Found,” Nov. 14; and “Get Social: Social Media Marketing Strategies and Content Planning,” Nov. 21. This workshop series is the result of two years of recognizing the technology needs of local businesses through the chamber’s Business Assistance program. In 2019, the organization received grant funding through the Franklin County CDC to launch this one-on-one consulting program and has since helped the business community grow and maintain jobs, get access to legal and financial help, and grow their social-media presence. After an event the NAC hosted in June called “Reimagine the Chamber,” two dozen business owners expressed their everyday challenges. Many of those challenges were related to implementing technology to run their businesses more efficiently and learn how to use digital marketing tools more effectively. All businesses throughout Northern Berkshire County interested in improving their digital marketing or learning how to make their business more efficient using the latest tech tools are encouraged to attend one or all of the upcoming workshops. Learn more about the workshops and register at nachamber.org.

 

Free Line-cook Training Course

Nov. 8 to Dec. 16: Holyoke Community College (HCC) will be running a free, six-week line-cook training course. The course runs Tuesdays to Fridays from 8:30 a.m. to 3 p.m. at the HCC MGM Culinary Arts Institute at 164 Race St. in Holyoke. The program is designed for those already in the restaurant industry who want to upgrade their skills as well as unemployed or underemployed individuals interested in starting a new career. The program is taught both online and in person at the HCC MGM Culinary Arts Institute. Participants will learn all the essential competencies they need to become successful line cooks: knife skills; how to prepare stocks, soups, sauces, desserts, poultry, fish, and meat; culinary math and measurements; moist and dry-heat cooking methods; as well as workplace soft skills, such as building a résumé and searching for jobs. Offered as part of HCC’s Business & Workforce Development division, the line-cook course is free to qualifying applicants. For more information, contact Laura Smith, HCC job-placement assistant and career-development counselor, at [email protected] or (413) 552-2833, or fill out the inquiry form at hcc.edu/job-ready.

 

A+ Awards

Nov. 17: The Amherst Area Chamber of Commerce will present its 2022 A+ Awards from 5 to 8:30 p.m. at the UMass Student Ballroom at UMass Amherst, with returning presenting sponsor Peoples Bank and major supporting sponsor UMass Amherst. Each year, the Amherst Area Chamber bestows A+ Awards to individuals and organizations that enrich the life of the community through their work in business, education, and civic engagement across the area that the chamber serves: Amherst, Belchertown, Hadley, Leverett, Pelham, Shutesbury, Sunderland, and the Pioneer Valley as a whole. This year’s awardees include United Way Franklin & Hampshire Region (Legacy Award), Angelina Ramirez , CEO of Stavros Center for Independent Living (Lifetime Achievement Award), Joshua Rousseau, CEO of Amherst Intelligent Security (Leader in Innovation Award), Taylor Robbins of UMassFive College Federal Credit Union (Young Professional Award), Sean Barry of Four Seasons Wines & Liquors (Community Service Award), and Kyle Dumas of Greenfield Savings Bank (Chamber MVP Award). The chamber will also honor its 2022 Cooley Dickinson Health Care & Amherst Area Chamber of Commerce $1,000 Scholarship Award recipients — four deserving seniors from Amherst Regional High School, Hopkins Academy, Belchertown High School, and Frontier Regional School pursuing business- and/or healthcare-related studies at an institution of higher education. Tickets to the A+ Awards event cost $90 per person and $700 for a table of eight, and registration is open at amherstarea.com.

 

LumiNAMA Holiday Lights

Nov. 23 to Jan. 1: The North Adams Chamber of Commerce announced the first citywide LumiNAMA holiday lights initiative. LumiNAMA is intended to brighten up the city, give residents and visitors a memorable experience, and encourage foot traffic during the holiday season. All businesses, not just downtown businesses, in North Adams are encouraged to create a window display and illuminate their windows with holiday lights from 4 to 8 p.m. daily, coinciding with the city’s tree-lighting ceremony on the evening of Nov. 23. The LumiNAMA downtown holiday lights route will run along Marshall, Holden, Main, and Eagle streets, and Route 2 between Big Y and behind 85 Main St. Many downtown businesses have already committed to participating in the initiative, including MASS MoCA, MCLA, and Gallery 51. The city of North Adams will also assist in installing lights along Route 2. Additionally, the chamber is connecting commercial real-estate owners with local artists and community groups to activate unoccupied storefronts. Businesses interested in participating in LumiNAMA are encouraged to register their display by Nov. 18 at nachamber.org/luminama. Those who register will be considered for the following awards: Brightest Lights, Best Window Display, and Best Art Installation. Voting begins on Nov. 23 and ends on Dec. 14. Winners will be announced on Dec. 16.

 

Women of Impact Gala

Dec. 8: BusinessWest has long recognized the contributions of women within the business community and created the Women of Impact awards in 2018 to further honor women who have the authority and power to move the needle in their business, are respected for accomplishments within their industries, give back to the community, and are sought out as respected advisors and mentors within their field of influence. The class of 2022 features Latoya Bosworth, program officer at Mass Humanities; Sr. Mary Caritas of the Sisters of Providence; Jodi Falk, executive director of Rachel’s Table; Anika Lopes, Amherst town councilor and president of Ancestral Bridges; Laurie Raymaakers, president of J.L. Raymaakers & Sons Inc.; Hilda Roqué, executive director of Nuestras Raíces Inc.; Ashley Sullivan, president of O’Reilly, Talbot & Okun; and Aelan Tierney, president of Kuhn Riddle Architects. Their stories are told in the Oct. 31 issue of BusinessWest and at businesswest.com. The fifth annual Women of Impact Gala will take place at the Sheraton Springfield, One Monarch Place. Tickets cost $85 per person, and tables of 10 are available. Visit businesswest.com/blog/women-of-impact-event-tickets to purchase tickets. The event’s presenting sponsors are Country Bank and TommyCar Auto Group, and the supporting sponsors are Comcast Business, Granite State Development Corp., and Smith Executive Education.