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Email lacks both the visual element and the instantaneous connection of some other media. Could these supposed shortcomings actually help some employees communicate more comfortably and effectively? Explain your answer.
word : 220Business Communication Today
Fourteenth Edition
Chapter 4
Planning Business Messages
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Learning Objectives (1 of 2)
4.1 Describe the three-step writing process.
4.2 Explain why it’s important to analyze a communication
situation in order to define your purpose and profile your
audience before writing a message.
4.3 Discuss information-gathering options for simple
messages, and identify three attributes of quality
information.
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (2 of 2)
4.4 List the factors to consider when choosing the most
appropriate medium for a message.
4.5 Explain why good organization is important to both you
and your audience, and list the tasks involved in
organizing a message.
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Understanding the Three Step Writing
Process
• LO 4.1 Describe the three-step writing process.
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Figure 4.1 The Three-Step Writing Process
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Planning Business Messages
• Analyze the Situation
• Gather the Information
• Select the Best Combination
• Organize the Information
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Writing Business Messages
• Adapt to Your Audience
– Sensitivity
– Relationship skills
– Appropriate writing style
• Compose Your Message
– Choosing strong words
– Creating effective sentences
– Developing coherent paragraphs
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Completing Business Messages
• Revise
• Produce
• Proofread
• Distribute
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Optimizing Your Writing Time
• Planning = 50%
• Writing = 25%
• Completing = 25%
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Planning Effectively
• Provide the Right Information to the Right People
• Deliver the Information Concisely
• Write More Efficiently
• Avoid Embarrassing Blunders
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Analyzing the Situation
• LO 4.2 Explain why it’s important to analyze a
communication situation in order to define your purpose
and profile your audience before writing a message.
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Defining Your Purpose
General Purpose
Inform
Persuade
Collaborate
Specific Purpose
What You Hope to
Accomplish
What the Audience Will Do
What the Audience Will
Think
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Analyzing Your Purpose
• Will Anything Change as a Result of Your Message?
• Is Your Purpose Realistic?
• Is the Time Right?
• Is Your Purpose Acceptable to Your Organization?
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Developing An Audience Profile (1 of 2)
• Identify Your Primary Audience
• Determine Audience Size and Geographic Distribution
• Determine Audience Composition
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Developing An Audience Profile (2 of 2)
• Gauge Audience Members’
• Level of Understanding
• Understand Audience
• Expectations and Preferences
• Forecast Probable
• Audience Reaction
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Gathering Information
• LO 4.3 Discuss information-gathering options for simple
messages, and identify three attributes of quality
information.
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Using Informal Techniques
• Consider the Audience’s Perspective
• Listen to the Community
• Read Reports and Other Company Documents
• Talk with Supervisors, Colleagues, or Customers
• Ask Your Audience for Input
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Uncovering Audience Needs
• Listen for Apparent Needs
• Uncover Hidden Needs
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Finding Your Focus
• Discovery Techniques
– Free Writing
▪ Express Ideas as They Come
– Sketching
▪ Think Visually
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Providing Required Information
• Journalistic Approach Asks:
– Who?
– What?
– When?
– Where?
– Why?
– How?
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Ensuring Information Quality
• Is the Information Accurate?
• Is the Information Ethical?
• Is the Information Pertinent?
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Selecting the Best Combination of Media
and Channels
• LO 4.4 List the factors to consider when choosing the most
appropriate medium for a message.
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The Most Common Media and Channel
Options
Oral Medium
Written Medium
Visual Medium
In-Person
Digital
Printed
Digital
Printed
Digital
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Oral Medium
In-Person Channel
One-on-one Conversations
Informal Lunches
Speeches or Presentations
Digital Channel
Telephone Calls
Podcasts
Voicemail Messages
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Written Medium
Print Channel
Digital Channel
Routine Memos
Tweets and Text Messages
Business Letters
Website Content
Reports and Proposals
Book-Length Reports in
PDF Format
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Visual Medium
Print Channel
Photographs
Digital Channel
Infographics
Diagrams
Interactive Diagrams and
Animation
Charts and Graphs
Digital Video
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Challenges of Communication on Mobile
Devices
• Screen Size and Resolution
• Input Technologies
• Bandwidth, Speed, and Connectivity Limitations
• Data Usage and Operational Costs
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Factors to Consider When Choosing Media
and Channels (1 of 2)
• Richness
• Formality
• Media and Channel Limitations
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Factors to Consider When Choosing Media
and Channels (2 of 2)
• Urgency
• Cost
• Audience Preferences
• Security and Privacy
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Organizing Your 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.
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Benefits of Effective Organization
Helps Readers
Understand Message
Increased Acceptance of
Message
Saves Time
Helps Writers
Use Clear Logic
Write Succinctly and Clearly
Build Reputation
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Defining Your Main Idea
Table 4.2 Topics Versus Main Ideas
General Purpose
Example of Specific Purpose
Example of Topic
Example of Main Idea
To inform
Teach customer service
representatives how to edit and
expand the technical support wiki
Technical support wiki
Careful, thorough edits and
additions to the wiki help the
entire department provide better
customer support.
To persuade
Convince top managers to increase
Spending on research and
development
Funding for research
and development
Competitors spend more than we
do on research and
development, enabling them to
create more innovative products.
To collaborate
Solicit ideas for a companywide
incentive system that ties wages to
profits
Incentive pay
Tying wages to profits motivates
employees and reduces
compensation costs in tough
years.
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Generating Creative Ideas
• Brainstorming
• Journalistic Approach
• Question-and-Answer Chain
• Storyteller’s Tour
• Mind Mapping
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Limiting Your Scope
• Information You Present
• Overall Length
• Level of Detail
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Choosing Between Direct and Indirect
Approaches
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Outlining Your Content
• Basic Outline Creates Logical and Effective Organization
of:
– Major Points
– Supporting Details
– Visualization of Relationships Among Various Parts
• Alternatives
– Use Organizational Chart
– Use Mind Mapping
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Structuring the Message
• Main Idea
• Major Points
• Examples and Evidence
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Building Reader Interest With Storytelling
Techniques
• The Beginning – Identify with Audience
• The Middle – Pursue Goal/Solve Problem
• The End – Answers Question/Offers Lesson
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Copyright
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
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