BUILDING GOODWILL IN WRITTEN BUSINESS COMMUNICATION

Abstract

In the age of digital, global businesses, it is essential for organizations of all sizes to
effectively communicate not only within their organization, but also with shareholders,
vendors, clients, and customers.Effective communication is at the forefront of significant
business processes and must be efficient so that personnel can successfully share and
communicate information that helps to run a successful enterprise, and to drive the most
critical business processes.Of which written business communicationis integral to modern
day businesses thanks to changing workforce demographics and the evolution of remote
workspaces.This paperpresents theoretical guidelines on some strategies to build and promote
goodwill and demonstrates them in the light of genuine examples of100 employees from 10
companies writing English business messages with a view to comparing their real
performance at the workplace with what they perceive.The status of the research findings
shows thatemployees are not really competent at employing goodwill strategies in writing
business messages even though they have fairly good understanding of as well as eager
attitude toward these strategies.The results also confirmed the importance of raising the
awareness of goodwill strategies as well as cultural differences in producing effective
business messages.