Planning Business Messages

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Excellence in Business Communication, 8e

Chapter 4 - 1

The Three-Step Process

Planning
Writing

Completing

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Excellence in Business Communication, 8e

Chapter 4 - 2

Optimize Your Time

Planning 50% Writing 25% Completing 25%

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Excellence in Business Communication, 8e

Chapter 4 - 3

Analyze the Situation

Define your purpose Profile your audience

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Excellence in Business Communication, 8e

Chapter 4 - 4

Define Your Purpose

General
Inform Persuade

Specific
Outcomes Timing and realism

Collaborate

Acceptability

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Excellence in Business Communication, 8e

Chapter 4 - 5

Profile Your Audience

Identify primary audience
Determine size and location Determine composition Gauge level of understanding Project expectations and preferences Forecast probable reaction
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Excellence in Business Communication, 8e Chapter 4 - 6

Gather Information
Informal methods
Viewpoints of others Reports and company documents Supervisors, colleagues, customers Audience input

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Excellence in Business Communication, 8e

Chapter 4 - 7

Provide Information
Audience needs
Accurate information Ethical information Pertinent information

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Excellence in Business Communication, 8e

Chapter 4 - 8

Selecting the Medium

Oral media Written media Visual media Electronic media

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Excellence in Business Communication, 8e

Chapter 4 - 9

Oral Communication
Face-to-face conversations Interviews Speeches Presentations Meetings

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Excellence in Business Communication, 8e

Chapter 4 - 10

Analysis of Oral Media

Advantages
Immediate feedback Ease of interaction Rich nonverbal cues Emotional content

Disadvantages
Minimal participation Nonpermanent Reduced control No editing or revision

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Excellence in Business Communication, 8e

Chapter 4 - 11

Written Communication
Memos Letters Reports Proposals

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Excellence in Business Communication, 8e

Chapter 4 - 12

Analysis of Written Media

Advantages
Message control Audience reach Permanent record Minimize distortion

Disadvantages
Delayed feedback Lacks nonverbal cues Creation and distribution Preparation and production

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Excellence in Business Communication, 8e

Chapter 4 - 13

Visual Communication
Charts Graphs Diagrams

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Excellence in Business Communication, 8e

Chapter 4 - 14

Analysis of Visual Media

Advantages
Expedite communication Less intimidating Assist audience

Disadvantages
Learning curve Preparation time Transmittal and storage

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Excellence in Business Communication, 8e

Chapter 4 - 15

Electronic Communication
Oral communication
Telephone calls, teleconferencing, voicemail, audio CDs, podcasts

Written communication
Email, instant messaging, websites, wikis

Visual communication
Electronic presentations, computer animation, video
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Excellence in Business Communication, 8e Chapter 4 - 16

Analysis of Electronic Media

Advantages
Delivery speed Audience reach

Disadvantages
Overuse Privacy issues

Multimedia
Accessibility

Security risks
Productivity

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Excellence in Business Communication, 8e

Chapter 4 - 17

Choosing the Right Media

Media richness Message formality Media limitations Sender intentions Urgency and cost Audience preferences
Excellence in Business Communication, 8e Chapter 4 - 18

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Organizing Information
Get to the point Omit irrelevant details Organize your ideas Indicate necessary information

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Excellence in Business Communication, 8e

Chapter 4 - 19

Importance of Organization
Improves productivity Boosts understanding Increases acceptance Saves audience time

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Excellence in Business Communication, 8e

Chapter 4 - 20

Define the Main Idea

General purpose Specific purpose Basic topic Main idea

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Excellence in Business Communication, 8e

Chapter 4 - 21

Define Topic and Main Idea

General Purpose
To Inform

Specific Purpose
Teach customer service department how to file insurance claims. Convince managers to increase spending on research and development. Solicit ideas for incentive plan that ties wages to profits.

Topic
Insurance Claims

Main Idea
Proper filing of claims saves time and money.

To Persuade

R&D Funding

Competitors outspend us on research and development.

To Collaborate

Incentive Pay

Linking wages to profits motivates workers.

Chapter 4 - 22

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Excellence in Business Communication, 8e

Generating Ideas
Brainstorming Mapping Storytellers tour Journalistic approach Question-answer chain

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Excellence in Business Communication, 8e

Chapter 4 - 23

Limiting the Scope

Time and space Number of main ideas Audience attitude Depth of research

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Excellence in Business Communication, 8e

Chapter 4 - 24

Sequencing Messages
Direct approach
Deductive

Indirect approach
Inductive

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Excellence in Business Communication, 8e

Chapter 4 - 25

Choosing the Approach

Audience Reaction Eager/Interested/ Pleased/Neutral Displeased Uninterested/Unwilling

Message Opening

Main idea, good news, or request

Neutral buffer statement

Attention-getting statement/question

Message Body

Necessary details

Reasons/justification, bad news, positive suggestion

Arousing interest, building desire

Message Closing

Cordial comment or statement about specific action

Cordial close

Request for action

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Excellence in Business Communication, 8e

Chapter 4 - 26

Outlining Content
Alphanumeric
I. First Major Part
A. B. First subpoint Second subpoint
1. 2. Evidence Evidence

Decimal
1.0 First Major Part
1.1 1.2 First subpoint Second subpoint
1.2.1 1.2.2 Evidence Evidence

C.

Third subpoint

1.2.3 Third subpoint

II.

Second Major Point

A. B. First subpoint Second subpoint

2.0 Second Major Point

2.1 2.2 First subpoint Second subpoint
Chapter 4 - 27

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Excellence in Business Communication, 8e

Organization Chart Outlines

The Main Idea
I. Major Point
A. Evidence B. Evidence C. Evidence
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II. Major Point

A. Evidence B. Evidence C. Evidence
Excellence in Business Communication, 8e

III. Major Point

A. Evidence B. Evidence C. Evidence
Chapter 4 - 28

Organizing Messages
State the main idea
State major points

Provide evidence

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Excellence in Business Communication, 8e

Chapter 4 - 29