Copyright 2017 Pearson Education Inc Excellence in Business

Copyright © 2017 Pearson Education, Inc.

Excellence in Business Communication Chapter 4 Planning Business Messages Copyright © 2017 Pearson Education, Inc.

Learning Objectives (1 of 2) 1. Describe three-step writing process. 2. Explain why it’s important to analyze a communication situation in order to define your purpose and profile your audience before writing a message. 3. Discuss Information-gathering options for simple messages, and identify three attributes of quality information. Copyright © 2017 Pearson Education, Inc. Chapter 4 - 3

Learning Objectives (2 of 2) 4. List the factors to consider when choosing the most appropriate medium for a message. 5. Explain why good organization is important to both you and your audience, and list the tasks involved in organizing a message. Copyright © 2017 Pearson Education, Inc. Chapter 4 - 4

Understanding the Three-Step Writing Process (LO 1) Describe three-step writing process. Copyright © 2017 Pearson Education, Inc. Chapter 4 - 5

The Three-Step Process 1 Plan Analyze Situation Gather Information Choose Medium and Channel Get Organized Copyright © 2017 Pearson Education, Inc. 2 Write Adapt to the Audience Compose the Message 3 Complete Revise Message Produce Message Proofread Message Distribute Message Chapter 4 - 6

Planning Business Messages Analyzing the Situation Gathering Information Choosing Media and Channels Organizing the Information Copyright © 2017 Pearson Education, Inc. Chapter 4 - 7

Writing Business Messages Adapting to the Audience Copyright © 2017 Pearson Education, Inc. Composing the Message Chapter 4 - 8

Completing Business Messages Revising for Clarity and Conciseness Producing the Message Proofreading the Final Product Distributing the Message Copyright © 2017 Pearson Education, Inc. Chapter 4 - 9

Optimizing Your Writing Time 100% 75% 50% 25% 50% 0% Planning Copyright © 2017 Pearson Education, Inc. 25% Writing Completing Chapter 4 - 10

Analyzing the Situation (LO 2) Explain why it’s important to analyze a communication situation in order to define your purpose and profile your audience before writing a message. Copyright © 2017 Pearson Education, Inc. Chapter 4 - 11

Defining Your Purpose General Purpose • To Inform • To Persuade • To Collaborate Specific Purpose • What You’ll Accomplish • What Audience Will Do • What Audience Will Think Copyright © 2017 Pearson Education, Inc. Chapter 4 - 12

Analyzing Your Purpose Will the Message Change Anything? Is Your Purpose Realistic? Is the Timing of the Message Right? Will Your Purpose Be Acceptable? Copyright © 2017 Pearson Education, Inc. Chapter 4 - 13

Developing an Audience Profile (1 of 2) Identify Primary Audience Members Determine Audience Size and Location Determine Composition of the Audience Copyright © 2017 Pearson Education, Inc. Chapter 4 - 14

Developing an Audience Profile (2 of 2) Gauge Their Level of Understanding Check Their Expectations/Preferences Forecast Their Probable Reaction Copyright © 2017 Pearson Education, Inc. Chapter 4 - 15

Using Audience Analysis to Plan a Message Copyright © 2017 Pearson Education, Inc. Chapter 4 - 16

Predicting the Effects of Audience Composition Copyright © 2017 Pearson Education, Inc. Chapter 4 - 17

Gathering Information (LO 3) Discuss information-gathering options for simple messages, and identify three attributes of quality information. Copyright © 2017 Pearson Education, Inc. Chapter 4 - 18

Informal Techniques for Gathering Information • Consider the audience’s perspective. • Listen to the community. • Read reports and company documents. • Survey supervisors, colleagues, customers. • Ask your audience for input. Copyright © 2017 Pearson Education, Inc. Chapter 4 - 19

Uncovering Audience Needs That Are Apparent Copyright © 2017 Pearson Education, Inc. Needs That Are Hidden Chapter 4 - 20

Providing Required Information Is the Information Accurate? Is the Information Ethical? Is the Information Pertinent? Copyright © 2017 Pearson Education, Inc. Chapter 4 - 21

Selecting the Best Combination of Media and Channels (LO 4) List the factors to consider when choosing the most appropriate medium for a message. Copyright © 2017 Pearson Education, Inc. Chapter 4 - 22

The Most Common Medium and Channel Combinations Oral Medium In-Person Channel Digital Channel Written Medium In-Person Channel Digital Channel Visual Medium In-Person Channel Digital Channel Copyright © 2017 Pearson Education, Inc. Chapter 4 - 23

Oral Medium In-Person Channel Digital Channel Copyright © 2017 Pearson Education, Inc. • Conversations • Speeches • Meetings • Phone Calls • Podcasts • Voicemail Chapter 4 - 24

Written Medium Print Channel • Memos • Letters • Reports and Proposals Digital Channel • Tweeting and Texting • Website Contents • Book-Length Reports Copyright © 2017 Pearson Education, Inc. Chapter 4 - 25

Visual Medium Print Channel • Photographs • Diagrams • Charts and Graphs Digital Channel • Infographics • Interaction and Animation • Digital Video Copyright © 2017 Pearson Education, Inc. Chapter 4 - 26

Challenges of Communication on Mobile Devices Screen Size and Resolution Consuming Digital Media Input Technologies Bandwidth and Connectivity Data and Operating Costs Copyright © 2017 Pearson Education, Inc. Chapter 4 - 27

Factors to Consider When Choosing Media and Channels (1 of 2) Media Richness Level of Formality Media Limitations Channel Limitations Copyright © 2017 Pearson Education, Inc. Chapter 4 - 28

Factors to Consider When Choosing Media and Channels (2 of 2) Message Urgency Message Cost Audience Preferences Security and Privacy Copyright © 2017 Pearson Education, Inc. Chapter 4 - 29

Organizing Your Information (LO 5) Explain why good organization is important to both you and your audience, and list the tasks involved in organizing a message. Copyright © 2017 Pearson Education, Inc. Chapter 4 - 30

Effective Organization Helps Readers Helps Writers Aids Understanding Boosts Acceptance Saves Time Saves Energy Builds Reputation Copyright © 2017 Pearson Education, Inc. Chapter 4 - 31

Defining Your Main Idea What’s the Topic? What’s the Main Idea? The Overall Subject Your Statement About the Topic Copyright © 2017 Pearson Education, Inc. Chapter 4 - 32

Generating Creative Ideas • Brainstorming What’s the Main Idea? • Journalistic Approach • Questions & Answers • Storyteller’s Tour • Mind Mapping Copyright © 2017 Pearson Education, Inc. Chapter 4 - 33

Defining Topic and Main Idea Copyright © 2017 Pearson Education, Inc. Chapter 4 - 34

Main Idea Limiting Your Scope • Information You Present • Overall Length of the Message • Level of Detail in the Message Copyright © 2017 Pearson Education, Inc. Chapter 4 - 35

Choosing Between Direct and Indirect Approaches Direct Approach Indirect Approach Audience Reaction Eager, interested, pleased, neutral Displeased Uninterested, unwilling Message Opening Main idea, request, good news Buffer statement; lead up to reasons Statement or question Message Body Necessary details Provide reasons; state bad news Arouse interest; build desire to act Message Close Cordial comment; request action Close cordially Request action Copyright © 2017 Pearson Education, Inc. Chapter 4 - 36

Outlining Your Content (Basic Structure) I. First major point A. First subpoint 1. Examples and evidence 2. Examples and evidence a. Detail b. Detail B. Second subpoint II. Second major point A. First subpoint B. Second subpoint Copyright © 2017 Pearson Education, Inc. Chapter 4 - 37

Improving the Organization of Your Message (1 of 2) Copyright © 2017 Pearson Education, Inc. Chapter 4 - 38

Improving the Organization of Your Message (2 of 2) Copyright © 2017 Pearson Education, Inc. Chapter 4 - 39

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2017 Pearson Education, Inc. Chapter 4 - 40