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Communication
Business
Today
Today
Chapter 4
Planning Business Messages
Chapter 4
1
Learning Objectives
1. Describe the three-step writing
process.
2. Explain why its important to
analyze a communication
situation in order to define your
purpose and profile your audience
before writing a message.
3. Discuss the information-gathering
options for simple messages.
Chapter 4
2
Learning Objectives
4. List 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 2016 Pearson Education, Inc.
Chapter 4
3
Understanding the
the ThreeThreeUnderstanding
Step Writing
Writing Process
Process
Step
(LO 4.1) Describe the three-step
writing process.
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4
The Three-Step
Process
1 Plan
Analyze Situation
Gather Information
Choose Medium
and Channel
Get Organized
2 Write
Adapt to
the Audience
Compose the
Message
3 Complete
Revise Message
Produce Message
Proofread Message
Distribute Message
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5
Planning Business
Messages
Analyzing the
Situation
Gathering
Information
Choosing Media
and Channels
Organizing the
Information
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6
Writing Business
Messages
Adapting to the
Audience
Composing the
Message
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7
Completing Business
Messages
Revising for Clarity Producing the
and Conciseness
Message
Proofreading the Distributing the
Final Product
Message
Copyright 2016 Pearson Education, Inc.
Chapter 4
8
Optimizing Your
Writing Time
50%
25%
25%
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9
Planning Effectively
Provide the Right
Information
Write Messages More
Quickly
Minimize Embarrassing
Blunders
Copyright 2016 Pearson Education, Inc.
Chapter 4
10
Summary of Discussion
In this section, we discussed the
following:
The Three-Step Process: Planning,
Writing, and Completing
Optimizing Your Writing Time
Planning Effectively
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11
Analyzing the
the Situation
Situation
Analyzing
(LO 4.2) Explain why its important to
analyze a communication situation in
order to define your purpose and
profile your audience before writing a
message.
Copyright 2016 Pearson Education, Inc.
Chapter 4
12
To Inform
To Persuade
To Collaborate
What Youll Accomplish
What Audience Will Do
What Audience Will
Think
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13
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 2016 Pearson Education, Inc.
Chapter 4
14
Developing an
Audience Profile
Identify Primary
Primary Audience
Audience
Identify
Members
Members
Determine Audience
Audience Size
Size and
and
Determine
Location
Location
Determine Composition
Composition of
of the
the
Determine
Audience
Audience
Copyright 2016 Pearson Education, Inc.
Chapter 4
15
Developing an
Audience Profile
Gauge Their
Their Level
Level of
of
Gauge
Understanding
Understanding
Consider Expectations
Expectations and
and
Consider
Preferences
Preferences
Forecast Their
Their Probable
Probable Reaction
Reaction
Forecast
Copyright 2016 Pearson Education, Inc.
Chapter 4
16
Summary of Discussion
In this section, we discussed the
following:
Defining Your Purpose
Analyzing Your Purpose
Developing an Audience Profile
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17
Gathering Information
Gathering
(LO 4.3) Discuss information-gathering
options for simple messages and
identify three attributes of quality
information.
Copyright 2016 Pearson Education, Inc.
Chapter 4
18
Using Informal
Techniques
Consider the audiences
perspective.
Listen to the community.
Read reports and company
documents.
Survey supervisors, colleagues, and
customers.
Ask your audience for input.
Copyright 2016 Pearson Education, Inc.
Chapter 4
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Uncovering Audience
Needs
Needs That
Are Apparent
Needs That
Are Hidden
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Chapter 4
21
Providing Required
Required
Providing
Information
Information
Who?
Who?
What?
What?
When?
When?
Journalistic
Journalistic
Approach
Approach
Where?
Where?
Copyright 2016 Pearson Education, Inc.
Why?
Why?
How?
How?
Chapter 4
22
Ensuring Information
Quality
Is the Information Accurate?
Is the Information Ethical?
Is the Information Pertinent?
Copyright 2016 Pearson Education, Inc.
Chapter 4
23
Summary of Discussion
In this section, we discussed the
following:
Using Informal Techniques
Uncovering Audience Needs
Finding Your Focus
Providing Required Information
Ensuring Information Quality
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24
Selecting the
the Best
Selecting
Combination
Combination
of Media
Media and
and Channels
Channels
of
(LO 4.4) List the factors to consider
when choosing the most appropriate
medium for a message.
Chapter 4
25
In-Person
Channel
Digital Channel
In-Person
Channel
Digital Channel
In-Person
Channel
Digital Channel
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Oral Medium
InPerson
Channe
l
Digital
Channe
l
One-on-One
Conversations
Formal Presentations
Face-to-Face
Interactions
Telephone Calls
Podcasts
Voicemail Messages
Chapter 4
27
Written Medium
Print
Channe
l
Digital
Channe
l
Routine Memos
Business Letters
Reports and Proposals
Tweeting and
Texting
Website Contents
Book-Length
Reports
Chapter 4
28
Visual Medium
Print
Channe
l
Photographs
Diagrams
Charts and Graphs
Digital
Channe
l
Infographics
Interaction/Animatio
n
Digital Video
Chapter 4
29
Challenges of
Communication on
Mobile
Devices
Screen Size and
Screen Size and
Resolution
Resolution
Consuming
Consuming
Digital
Digital
Media
Media
Input Technologies
Technologies
Input
Bandwidth and
and
Bandwidth
Connectivity
Connectivity
Data and
and Operating
Operating
Data
Costs
Costs
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30
Factors to Consider
When Choosing Media
and Channels
Media
Media
Richness
Richness
Level
Level of
of
Formality
Formality
Media
Media
Limitations
Limitations
Channel
Channel
Limitations
Limitations
Chapter 4
31
Factors to Consider
When Choosing Media
and Channels
Message
Message
Urgency
Urgency
Message
Message Cost
Cost
Audience
Audience
Preferences
Preferences
Security
Security and
and
Privacy
Privacy
Chapter 4
32
Summary of Discussion
In this section, we discussed the
following:
Common Media and Channel
Combinations
Challenges of Communication on
Mobile Devices
Factors to Consider When Choosing
Media and Channels
Chapter 4
33
Organizing Your
Your
Organizing
Information
Information
(LO 4.5) Explain why good
organization is important to both you
and your audience and list the tasks
involved in organizing a message.
Copyright 2016 Pearson Education, Inc.
Chapter 4
34
Effective Organization
Helps Readers
Helps Writers
Aids
Understanding
Boosts
Acceptance
Saves Time
Saves Time
Saves Energy
Builds
Reputation
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35
Whats
Whats the
the
Main
Main Idea?
Idea?
The Overall
Overall
The
Subject
Subject
Your
Your
Statement
Statement
About
About the
the
Topic
Topic
Chapter 4
36
Generating Creative
Ideas
Brainstorming
Whats
the
Main
Idea?
Journalistic
Approach
Questions &
Answers
Storytellers Tour
Mind Mapping
Chapter 4
37
Main Idea
Chapter 4
38
Choosing Between
Direct
and Indirect
Direct
Indirect Approach
Approaches
Approach
Audienc
Eager,
e
interested,
Reactio
pleased, neutral
n
Displeased
Uninterested,
unwilling
Messag
e
Openin
g
Main idea,
request, good
news
Buffer
statement, lead
up to reasons
Statement or
question
Messag
e
Body
Necessary
details
Provide reasons,
state bad new
Arouse interest,
build desire to
act
Messag
e
Cordial
comment,
Chapter 4
39
Close cordially
Request action
Exampl
Exampl
ee
nd
22nd
Subpoint
Subpoint
Exampl
Exampl
ee
Exampl
Exampl
ee
33rdrd
Subpoint
Subpoint
Exampl
Exampl
ee
Chapter 4
41
Exampl
Exampl
ee
Structuring the
Message
1
Chapter 4
42
Building Reader
Interest with
Storytelling
Inspiratio Techniques
n
TheBeginning
Beginning
The
Warning
TheMiddle
Middle
The
Teaching
TheEnding
Ending
The
Persuasi
on
Chapter 4
43
Summary of Discussion
In this section, we discussed the
following:
Effective Organization
Defining Your Main Idea
Generating Creative Ideas
Limiting Your Scope
(Continued on Next Slide)
Copyright 2016 Pearson Education, Inc.
Chapter 4
44
Summary of Discussion
Choosing Between Direct and Indirect
Approaches
Outlining Your Content
Structuring the Message
Building Reader Interest with
Storytelling Techniques
Chapter 4
45
Business Communication
Communication
Business
Today
Today
Chapter 4
Planning Business Messages
Chapter 4
46
Chapter 4
47