The 3 Step Business Communication Process Often called

The 3 Step Business Communication Process

• Often called the “ 3 Step Writing Process” • Presents a guideline for writing effective business communication pieces. Planning Writing Completing • Analyze the situation by defining the purpose of the message and develop an audience profile. • Select information • Decide on the medium • Decide if your message will be direct or indirect • Adapt your approach to your audience with sensitivity and relationship skills to develop a consistent style. • Develop effective sentences • Develop cohesive, coherent paragraphs. • Revising to make sure your message is clear • Proofread (spelling, grammar, word choice) • Distribution of the message.

Planning Business Messages Five Planning Steps 1. Define the purpose of the message. 2. Develop your audience profile – readers or listeners. 3. Gather and select your information 4. Select the right medium 5. Organize your information: -define the main idea, -limit the scope -select direct/indirect approach -outline content

Planning Business Messages 1. Define the purpose of the message. General Purpose -to inform -to persuade - to collaborate To inform: your control is high, your information, your need with interaction. Audience absorb or reject the information To persuade: you require a moderate amount of participation / moderate amount of control. To collaborate: with audience you need maximum participation / your control is minimal. Specific purpose- states what you hope to accomplish with your message

2. Develop Your Audience Profile • Visualize your target audience • Try to picture that person – • • • business/professional or laborer? superior (boss)/colleague, or subordinate, man or woman, new or longtime customer, young, middle-aged, or elderly client. consider the person’s educational level, attitudes, culture Is the recipient likely to be informed or uninformed? Is the person apt to have a positive or negative viewpoint? Apt to be interested/uninterested How numerous is the audience? If the message is for many people, try to find some common characteristics.

3. Gather Information • When composing a simple, one can begin by listing ideas as they come to mind. • More complex messages require research • * Consider your reader's perspective-place yourself in their shoes • * Listen to the community-customers, product enthusiasts, or people engaging in online discussions • * Talk with your colleagues, customers, and supervisors-may have info you need. • * Ask your audience for input-if you are unsure what your audience requires-ask!! • It is important to provide the required information-including the correct quantity.

4. Select the Correct Medium 4 Major Classes I) Oral media II) Print Media III) Visual Media IV) Electronic Media

Select a Medium Oral Print Visual Electronic • Face-to-face • Memos • Photos Versions of • Meetings • Letters • Illustrations • Oral • Interviews • Proposals • Tables • Visual • Speeches • Reports • Print Media

Electronic Media Versions of Oral Media Versions of Print Media • Telephone • Email • Voice Mail • IM • Video • Blogs • Tele- • Websites conference • Social Networks • Wikis Version of Visual Media • Presentation Software • Animations • Video

Oral Media -Provide opportunity for immediate feedback -Allow certain ease of interaction -Involve rich nonverbal cues (both physical gesture and vocal inflection) -Allow you to express the emotion behind your message -Restrict participation to those physically present -Unless recorded, provides no permanent, verifiable record of the communication -Reduces the communicator’s control over the message -Other than messages that are prewritten and rehearsed, offers no opportunity to revise or edit your spoken words.

Written Media -allows you to plan and control your message -one can reach geographically dispersed audiences -Offers a permanent, verifiable record -Minimizes the distortion that can accompany oral messages -Cane be used to avoid immediate interactions -offer limited opportunities for timely feedback -lack rich nonverbal cues provided by oral media -often take more time and more resources to create and distribute -Can require special skills in preparation and production if the document is elaborate.

Visual Media -Can convey complex ideas and relationships quickly -Often less intimidating than long blocks of text -can reduce the burden on the audience to figure out how the pieces of a message or a concept fit. -Can require artistic skills to design --requires some technical skill to create -Can require more time to create than the equivalent amount of text -are more difficult to transmit and store than simple textual messages -More money!

Electronic Media -Messages are delivered quickly -one can reach geographically dispersed audiences -Offers the persuasive power of multimedia formats -Can increase the accessibility and openness in an organization -can offer a permanent record -enables audience interaction through social media features -Are easy to overuse (too many messages to too many recipients) -Create privacy risks and concerns -entail security risks (viruses, spyware) -create productivity concerns (frequent interruptions, nonbusiness usage)

5. Organize Your Information Benefits of Good Message Organization 1) Helps your audience understand your message. • By making your main idea clear and supporting it with logically presented evidence, you help audiences grasp the essential elements of your message 2) Helps the audience accept your message • Careful organization helps you select and arrange your points in a diplomatic way that can soften the blow of unwelcome news or persuade skeptical readers to see your point of view. A poorly organized message can trigger negative emotions that prevent people from seeing the value of what you have to say. 3) Saves the audience time • Readers do not have to wade through irrelevant information, seek out sources to fill in missing info, or struggle to follow your train of thought.

Organize your Information con’t What is Good Organization? -Define your main idea-specific statement about the topic of the message -the topic is the subject of your message. -Limit the scope-pick the most important points regarding the main idea-think level of detail. Convey your message as briefly as possible -Choose a direct or indirect approach- -direct-use when the audience will be receptive -start with the main idea and follow with supporting evidence -indirect-use when the audience may be skeptical or even resistant. -start with the evidence first and build your case before presenting the main idea. (building up to the main idea) -Outline your information in a logical sequence-easy for the audience to follow and make sense of the message

Outline Your Content Main Idea Major Point A Evidence Major Point B Evidence Major Point C Evidence

Real-World Applications Try some questions!!

4: Writing Business Messages © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4

Chapter 4: Learning Objectives • Being sensitive to audience needs • Establishing credibility • Tone • Selecting words • Sentence types • Paragraphs • Software features © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 19

Tips for Success “The busier life gets, the more value there is in simplicity … simplicity and clarity make us more productive. ” -Arkadi Kuhlman, Chairman, President, and CEO, ING Direct USA © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 20

Being Sensitive to Your Audience’s Needs © 2013 Pearson Canada Inc. Business Communication Essentials

Adopting the “You” Attitude To help us process this order, we must ask for another copy of the requisition. We © 2013 Pearson Canada Inc. You So that your order can be filled promptly, please send another copy of the requisition. Business Communication Essentials Chapter 4 - 22

Adopting the “You” Attitude We are pleased to announce our new flight from Montreal to Toronto, which is any hour on the hour. We © 2013 Pearson Canada Inc. You Now you can take a plane from Montreal to Toronto any hour on the hour. Business Communication Essentials Chapter 4 - 23

Etiquette Instead of… Use… You really fouled things up with that last computer run. Let’s review what went wrong so that the next computer run goes smoothly. Instead of… Use… You’ve been sitting on our order for two weeks. We need it now! © 2013 Pearson Canada Inc. We are eager to receive our order. When can we expect delivery? Business Communication Essentials Chapter 4 - 24

Emphasize the Positive Instead of… Use… It is impossible to repair your vacuum cleaner today. Your vacuum cleaner will be ready by Tuesday. Instead of… Use… We apologize for inconveniencing you during our remodelling. © 2013 Pearson Canada Inc. The renovations now underway will help us serve you better. Business Communication Essentials Chapter 4 - 25

Use Bias-Free Language Gender Age bias Race or ethnicity Disability © 2013 Pearson Canada

Building Strong Relationships with Your Audience © 2013 Pearson Canada Inc. Business Communication Essentials

Establish Your Credibility • Show your understanding • Explain your credentials • Avoid exaggerating

Project Your Company’s Image • Be a spokesperson • Convey the right impression • Minimize your own views, especially online • Maximize company interests © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 29

Controlling Your Style and Tone © 2013 Pearson Canada Inc. Business Communication Essentials Chapter

Create a Conversational Tone • • • Texting is not writing Avoid obsolete and pompous language Avoid preaching and bragging Be cautious with intimacy Be cautious with humour © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 31

Use Plain Language the recipient “can read, understand act upon the first time they

Select Active or Passive Voice Active Voice Passive Voice Jodi sent the email The email was sent Avoid the passive voice except when diplomacy is required Active Voice (undiplomatic) Passive Voice (diplomatic) You didn’t place the order The order was not placed © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 33

Choosing Powerful Words © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 -

Balance Abstract and Concrete Words Abstract Words • • Intellectual Academic Philosophical Conceptual © 2013 Pearson Canada Inc. Concrete Words • • Direct Material Exact Tangible Business Communication Essentials Chapter 4 - 35

Find Words That Communicate Well Use strong words Avoid clichés Use familiar words Minimize

Creating Effective Sentences © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 -

Vary the Four Types of Sentences Use all 4 sentence types Simple Compound Property taxes will increase next year. Job losses continue to climb, and no change is expected soon. Complex Compound-complex Although our profits have improved this quarter, we must continue to identify areas for cutting back. © 2013 Pearson Canada Inc. The housing market has been volatile, so although real estate remains a good investment, I recommend that you be cautious. Business Communication Essentials Chapter 4 - 38

Emphasize Key Thoughts Use extra words or short sentences to give the key thought more “space” The employee of the month will receive a prize. The employee of the month, having demonstrated commitment and hard work, will receive a prize. © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 39

Emphasize Key Thoughts Make the key word the subject of the sentence I perform much better with positive feedback Positive feedback encourages me to perform better © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 40

Emphasize Key Thoughts Place the key thought in the most emphatic part of the sentence The economy has improved since the government began investing in jobs Since the government began investing in jobs, the economy has improved © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 41

Crafting Coherent Paragraphs © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 -

Understand the Elements of a Paragraph Topic Sentence Support Sentence © 2013 Pearson Canada

Understand the Elements of a Paragraph Transitions Use connecting words: and, but, or, nevertheless, however, in addition Echo words or phrase: It is a product that will change the way business is done. This product has been developed…. Use pronouns: Janice has exceeded all of our expectations. She will definitely be nominated for…. © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 44

Understand the Elements of a Paragraph Frequently Used Transitions Additional Detail Causal Relationship Comparison Contrast Condition © 2013 Pearson Canada Inc. • moreover, furthermore, in addition • therefore, because, since, thus • similarly, likewise, still, in comparison • whereas, conversely, yet, however • although, if Business Communication Essentials Chapter 4 - 45

Understand the Elements of a Paragraph Frequently Used Transitions Illustration Time Sequence Intensification Summary Repetition © 2013 Pearson Canada Inc. • for example, in particular, in this case • formerly, after, meanwhile, sometimes • indeed, in fact, in any event • in brief, in short, to sum up • that is, in other words, as I mentioned earlier Business Communication Essentials Chapter 4 - 46

Developing Paragraphs Technique • Illustration Description • Use examples to demonstrate an idea • Comparison or Contrast • Use similarities and differences • Cause and Effect • Focus on the reasons for something • Classification • Categorize a general idea • Problem and Solution • Pose a problem, offer a solution © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 47

Using Technology to Compose and Shape Your Message © 2013 Pearson Canada Inc. Business

Use Technology to Compose and Shape Your Message • Ensure consistency by using style sheets, style sets, templates, and themes • Reuse standard components with boilerplates • Save time and increase accuracy by using autocorrection or autocompletion © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 49

Use Technology to Compose and Shape Your Message • Combine multiply-authored files using file merge • Personalize form letters using mail merge • Use software features to create endnotes, footnotes, indexes, and tables of contents © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 50

Real-World Applications Does good organization help you or your audience more? Let’s discuss! ©

Real-World Applications Some people feel that preparing an outline for a business message is a waste of time. Do you agree or disagree? Let’s discuss! © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 52

Real-World Applications Would you use a direct or indirect approach to ask employees to work overtime to meet an important deadline? Let’s discuss! © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 53

Real-World Applications Which approach would you use to let your boss know that you’ll be out half a day this week to attend your father’s funeral—direct or indirect? Let’s discuss! © 2013 Pearson Canada Inc. Business Communication Essentials Chapter 4 - 54