BLUF

BLUF in digital communication

Digital communication follow a different set of norms than direct mail for emails requires brevity and clarity of message contents at which the BLUF framework is most applicable. At present 66% of consumers open their messages thru mobile devices hence making us to realize how to optimize our writing for mobile email consumption. An email patterned in BLUF declares the purpose of the email and action required. The subject of the email states exactly what the email is about. The body of the message should quickly answer the five W's: who, what, where, when, and why. The first few sentences explains the purpose and reason of the email and continues to give supporting details. Message conveyed must be clear if simply for information or requiring action. This help email recipients grasp and retain the message. Thus, an effective BLUF distills the most important information for the reader (receiver of the message).

The nature of BLUF writing is short and concise hence, it helps reduce time most especially in the decision-making process.

Below is an example of a traditional narrative email between colleagues who try to solve a problem:

Jim,

Over the course of working on the new project, we've encountered some challenges working with the data. When we try to take table A from Database 1 and load it into Database 2, we are getting an error. So far, we've tried a few methods we found online here and here but nothing seems to work. Do you have any experience with this type of data transfer? If not do you know anyone else that has experience converting Oracle data to SQL Server?

As the example reflected, the sender's query came to an end. Further, no information on what kind of error and even gave several links to the receiver instead of elaborating the methods and put a technical detail after asking for help.

Let us compare it to the BLUF email version below:

Jim,

Do you know who can help us convert Oracle data to SQL Server? This is for the new project and we've encountered some challenges…

In the second message, the receiver already knows if he can help or he needs the assistance of another colleague. This will lead to a faster decision-making process.

At first, you need ample time to get used to this kind of writing style but in the end, you will find that it is better and more effective than the traditional one. As Marino puts it, "Brevity for readers doesn't always translate to brevity for the writer".

The Persimmon Group had revealed that nearly 30% of our workday has been dedicated to reading and answering email; and about 40% of their time in the meeting. This has also been still rising due to the continuous integration of technology in the business field as part of their processes. While during the pandemic, about 13.5% is the increase of the number of meetings per person according to the data of National Bureau of Economic Research. Then, about 11.5% less time of employees spent their time in meetings during the post-lock down. BLUF as a military way to shorten the message can also help the business industry and the workers to make their workload easier. Poor communication is costing a lot of money and time. But through BLUF, they can save through simplifying words and messages in any communication strategies and tools being used in companies. BLUF makes you even more an effective communicator.

Beyond these textual discussions, BLUF in digital communication also means conveying data. This includes making a presentation filled with facts and figures. If your subject matter requires a deep dive into hard numbers and devilish details, there is a way not to put your audience to sleep. You can enliven your presentation by beginning with a "BLUF slide" – a compelling visual image that encapsulates the overall thesis. Before presenting research data to marketers, for instance, you can show a timeline of a company's sales before and after it experienced a public relations crisis.