LEHMAN DUFRENE BCOM 7 3 Planning and Decision

LEHMAN/ DUFRENE BCOM 7 3 Planning and Decision Making Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LEARNING OUTCOMES 1 Consider contextual forces that may affect whether, how, to whom, and when a message is sent 2 Identify the purpose of the message and the appropriate channel and medium 3 Develop clear perceptions of the audience to enhance the impact and persuasiveness of the message, improve goodwill, and establish and maintain credibility of the communicator Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 2

LEARNING OUTCOMES (continued) 4 Apply tactics for adapting messages to the audience, including those for communicating ethically and responsibly 5 Recognize the importance of organization when planning the first draft Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 3

Figure 3. 1 Process for Planning and Preparing Spoken and Written Messages Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 4

Step 1: Consider the Applicable Contextual Forces • Organizational culture • Shared assumptions that a group learns as it solves external adaption and internal integration problems • Taught to new members as a correct way to perceive, think, and feel • Affects the type, amount, and quality of communication within an organization • Competing Value Framework - Culture types • • Clan culture Adhocracy culture Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 5

Step 1: Consider the Applicable Contextual Forces • Market culture • Hierarchy culture • Dimensions of context • • Physical context Social context Chronological context Cultural context Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 6

Step 2: Determine the Purpose, and Select an Appropriate Channel and Medium • Purpose of business messages • To enable the receiver to understand logical information • To establish a good relationship with the audience • To establish and maintain credibility as a professional in order to increase persuasiveness Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 7

Channels of Communication Written • Memos, letters, emails, instant or text messaging, faxes, press releases, company web sites, blog applications, and reports Oral • Face-to-face or interpersonal, telephone, voice messages, tele and videoconferences, speeches, meetings, and podcasts Nonverbal • Supplements oral forms Visual • Supplements written and oral communication in the form of diagrams, photographs, charts, tables, video, and artwork Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 8

Step 2: Determine the Purpose, and Select an Appropriate Channel and Medium • Channel choice considerations • • Richness versus leanness Need for interpretation Speed of establishing contact Time required for feedback Cost Amount of information conveyed Need for a permanent record Control over the message Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 9

Step 3: Envision the Audience • Focus on relevant information known about the audience • • Age Economic level Educational/occupational background Needs and concerns of the audience Culture Rapport Expectations Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 10

Step 3: Envision the Audience • Enhances one’s message by: • Helping build long-lasting personal and business relationships • Addressing the audience’s needs and concerns • Simplifying the task of organizing one’s message Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 11

Step 4: Adapt the Message to Audience Needs and Concerns • • • Focus on the audience’s point of view Communicate ethically and responsibly Build and protect goodwill Use simple and contemporary language Write concisely and project a positive tone Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 12

Step 5: Organize the Message • Outlining: Identifying central ideas and details and arranging them in the right sequence, prior to writing • Sender benefits • • • Encourages accuracy and brevity Permits concentration Saves time in structuring ideas Provides a psychological lift Facilitates emphasis and de-emphasis Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 13

Step 5: Organize the Message • Receiver benefits • • • Concise and accurate messages Easier distinction and recall of ideas Influences positive reactions to the message and the sender • Arrange ideas to achieve a desired goal • Identify the central idea of the message • Predict the most likely audience reaction to the message • Accordingly list the central idea Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 14

Figure 3. 3 Process of Selecting an Outline for a Spoken or Written Message Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 15

Step 5: Organize the Message • Sequence of minor ideas can be based on: • • • Time Space Familiarity Importance Value Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 16

KEY TERMS • • • Organizational culture Libel Slander Outlining Deductive Inductive Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 17

SUMMARY • Contextual forces to be considered while planning a message • Organizational culture • Dimensions of context • The main purpose of a business message is to enable the receiver to understand the message • Channels of communication - Visual, written, oral, and nonverbal Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 18

SUMMARY • In order to obtain a clear perception of the audience, one has to focus on the relevant characteristics of the receiver • Tactics for adapting messages to the audience • Focus on the audience’s point of view • Communicate ethically and responsibly • A good message must be complete, accurate, fair, reasonable, ethical, and logical Copyright © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BCOM 7|CH 3 19