© Prentice Hall, 2007Business Communication Essentials, 3eChapter 3 - 1 Business Messages PurposefulPurposeful Audience-CenteredAudience-Centered EfficientEfficient

© Prentice Hall, 2007 Business Communication Essentials, 3e Chapter 3 - 1

Business MessagesBusiness Messages

PurposefulPurposefulPurposefulPurposeful

Audience-CenteredAudience-CenteredAudience-CenteredAudience-Centered

Efficient Efficient Efficient Efficient


Define Your PurposeDefine Your Purpose

General PurposeGeneral Purpose Specific PurposeSpecific Purpose

To InformTo InformTo InformTo Inform

To PersuadeTo PersuadeTo PersuadeTo Persuade

To CollaborateTo CollaborateTo CollaborateTo Collaborate

Your GoalsYour GoalsYour GoalsYour Goals

Audience ThoughtsAudience ThoughtsAudience ThoughtsAudience Thoughts

Audience ActionsAudience ActionsAudience ActionsAudience Actions


Profile Your AudienceProfile Your Audience

Primary MembersSize and locationCompositionLevel of knowledge and understandingExpectations and reactionsProbable Reaction


Gather InformationGather Information

Informal MethodsInformal MethodsInformal MethodsInformal Methods

ViewpointsViewpointsof Othersof Others

ViewpointsViewpointsof Othersof Others

CompanyCompanyDocumentsDocumentsand Reportsand Reports

CompanyCompanyDocumentsDocumentsand Reportsand Reports

Supervisors,Supervisors,Colleagues,Colleagues,

and Customersand Customers

Supervisors,Supervisors,Colleagues,Colleagues,

and Customersand Customers

AudienceAudienceInputInput

AudienceAudienceInputInput


Face to face conversationsInterviewsSpeeches

In-person presentationsMeetings

Phone conversations

E-mailInstant Messaging

MemosLettersReports

Advertisements

Select the Right MediumSelect the Right Medium

Oral Media Written Media


Analysis of Oral MediaAnalysis of Oral Media

Advantages Disadvantages

Limited participation

May not be permanent

Reduced control

No editing or revision

Immediate feedback

Ease of interaction

Rich non-verbal cues

Emotional content


Analysis of Written Analysis of Written

MediaMediaAdvantages Disadvantages

Delayed feedback

Few nonverbal cues

Distribution issues

Preparation time

Planning and control

Permanent record

Wide audience

Minimal distortion


Electronic MediaElectronic Media

Advantages Disadvantages

•Delivery speed

•Audience reach

•Personalization

•Multimedia formats

•Accessibility/openness

•Tension/conflict

•Easy to overuse

•Security threats

•Privacy concerns

•Productivity issues


Choosing the Best Choosing the Best MediumMedium

Notes, Letters, Notes, Letters, MemosMemos

Fliers, Bulletins,Fliers, Bulletins,Standard ReportsStandard Reports

TelephoneTelephoneE-mailE-mail

Face-to-FaceFace-to-Face

LeanerLeanerRicherRicher

A Continuum of Media Richness


Choosing Message Choosing Message MediaMedia

SenderSenderIntentionsIntentions

SenderSenderIntentionsIntentions

UrgencyUrgencyand Costand Cost

UrgencyUrgencyand Costand Cost

AudienceAudiencePreferencesPreferences

AudienceAudiencePreferencesPreferences

MessageMessageFormalityFormality

MessageMessageFormalityFormality

MediaMediaLimitationsLimitations

MediaMediaLimitationsLimitations


Organizing the MessageOrganizing the Message

Increases AcceptanceIncreases Acceptance

Saves Audience TimeSaves Audience Time

Boosts UnderstandingBoosts Understanding

Promotes ProductivityPromotes Productivity


4. Organizing the 4. Organizing the MessageMessage

• Define main idea

• Limit scope

• Choose approach (direct or indirect)

• Outline content


Generating IdeasGenerating Ideas

Brainstorming – Generate as many ideas as Brainstorming – Generate as many ideas as possible without criticizing or stopping possible without criticizing or stopping

Storyteller’s Tour – Tape your ideas and thenStoryteller’s Tour – Tape your ideas and thenanalyze and clarify your message in writinganalyze and clarify your message in writing

Journalistic Approach – Five W’s and an HJournalistic Approach – Five W’s and an H

Question-Answer Chain – Start with a questionQuestion-Answer Chain – Start with a questionthe audience may have – work back to what theythe audience may have – work back to what they

need to know.need to know.


Choosing the ApproachChoosing the Approach

Direct Approach(Deductive)

Direct Approach(Deductive)

Indirect Approach(Inductive)

Indirect Approach(Inductive)

Audience ReactionAudience Reaction

Message LengthMessage Length

Message TypeMessage Type


Choosing the ApproachChoosing the Approach

AudienceReaction

MessageOpening

MessageBody

MessageClosing

Eager/Interested/Pleased/Neutral Displeased Uninterested/Unwilling

Main idea, good news, or request

Necessary details

Cordial comment orstatement about

specific action

Neutral buffer statement

Reasons/justification,bad news, positive

suggestion

Cordial close

Attention-gettingstatement/question

Arousing interest,building desire

Request for action


Constructing OutlinesConstructing Outlines

I. First Major Part

A. First subpoint

B. Second subpoint

1. Evidence

2. Evidence

C. Third subpoint

II. Second Major Point

A. First subpoint

B. Second subpoint

1.0 First Major Part

1.1 First subpoint

1.2 Second subpoint

1.2.1 Evidence

1.2.2 Evidence

1.3 Third subpoint

2.0 Second Major Point

2.1 First subpoint

2.2 Second subpoint

AlphanumericAlphanumeric DecimalDecimal


Planning Writing Completing

Analyze SituationAnalyze Situation

Gather InformationGather Information

Select MediumSelect Medium

Get OrganizedGet Organized

ReviseRevise

ProduceProduce

ProofreadProofread

DistributeDistribute

Adapt to your Audience

Adapt to your Audience

Composethe MessageCompose

the Message

Three-Step Writing Three-Step Writing ProcessProcess


Audience SensitivityAudience Sensitivity

Adopt a“You” Attitude

Adopt a“You” Attitude

DemonstrateBusiness Etiquette

DemonstrateBusiness Etiquette

Emphasize the Positive

Emphasize the Positive

Use Bias-FreeLanguage

Use Bias-FreeLanguage


The “You” AttitudeThe “You” AttitudeInstead of This Use This

You should never use that type

of paper in the copy machine.

Instead of This Use This

To help us process this order,

we must ask for another copy of

the requisition.

So that your order can be filled

promptly, please send another

copy of the requisition.

That type of paper doesn’t work very well in the copy machine


Business EtiquetteBusiness Etiquette

When writing a business message, use the followingthree concepts to develop

a successful communication.Always look at the situation

and the audience whendeveloping your document.

RespectRespect

CourtesyCourtesy

DiplomacyDiplomacy


Emphasize the PositiveEmphasize the Positive

Instead of This Use This

Cheap Merchandise

Fake

Used Cars

Failing

Elderly Person

Pimples and Zits

Bargain Prices

Imitation

Resale Cars

Underperforming

Senior Citizen

Complexion Problems


Bias-Free LanguageBias-Free Language

AgeAge Gender Gender DisabilityDisability Racialor Ethnic

Racialor Ethnic


A Strong A Strong Audience RelationshipAudience Relationship

EstablishEstablishYour CredibilityYour Credibility

EstablishEstablishYour CredibilityYour Credibility

Build theBuild theCompany’s ImageCompany’s Image

Build theBuild theCompany’s ImageCompany’s Image


Establish Your CredibilityEstablish Your Credibility

PerformancePerformance

Self ConfidenceSelf Confidence

SinceritySincerity

Communication StyleCommunication Style

Honesty and ObjectivityHonesty and Objectivity

Audience AwarenessAudience Awareness

Credentials/ExpertiseCredentials/Expertise

EndorsementsEndorsements


Build the Company’s Build the Company’s ImageImage

Support the CompanySupport the Company

Ask for AdviceAsk for Advice

Observe ColleaguesObserve Colleagues


ControllingControllingStyle And ToneStyle And Tone

Sentence StructureSentence Structureand Vocabularyand Vocabulary


Conversational ToneConversational Tone

Business MessagesBusiness MessagesBusiness MessagesBusiness Messages

PompousPompousor Obsolete or Obsolete

LanguageLanguage

PompousPompousor Obsolete or Obsolete

LanguageLanguage

Preaching Preaching or Braggingor Bragging

Preaching Preaching or Braggingor Bragging

Emotion orEmotion orIntimacyIntimacy

Emotion orEmotion orIntimacyIntimacy

Humor orHumor orSatireSatire

Humor orHumor orSatireSatire

Avoid Using Use Carefully


Writing in Plain EnglishWriting in Plain English

StraightforwardStraightforward

Easy to UnderstandEasy to Understand

ConversationalConversational


Using the Right VoiceUsing the Right Voice

Subject + Verb + ObjectSubject + Verb + Object

Joe rented the car. Joe rented the car.

Active VoiceActive Voice

Object + Verb + SubjectObject + Verb + Subject

The car was rented by Joe. The car was rented by Joe.

Passive VoicePassive Voice

CharacteristicsCharacteristics CharacteristicsCharacteristics

DirectDirect ConciseConcise VigorousVigorous IndirectIndirect TactfulTactful ReservedReserved


Word ChoiceWord ChoiceWord ChoiceWord Choice

SentencesSentencesSentencesSentences

ParagraphsParagraphsParagraphsParagraphs

Composing the Composing the Message-Message-

three important three important elementselements


Choosing Strong WordsChoosing Strong Words

Content WordsFunction Words

UnchangingMeaning

MechanicalUsage

Denotations

ConcreteWords

Connotations

AbstractWords

Correct Grammarand Word Use


Finding WordsFinding WordsThat CommunicateThat Communicate

Use StrongUse StrongWordsWords

Use StrongUse StrongWordsWords

AvoidAvoidClichésClichésAvoidAvoid

ClichésClichés

Use FamiliarUse FamiliarWordsWords

Use FamiliarUse FamiliarWordsWords

MinimizeMinimizeJargonJargon

MinimizeMinimizeJargonJargon


Coherent Coherent

ParagraphsParagraphsTopic Sentences

Support Sentences

Transitions


Using TechnologyUsing Technology

Style sheets and TemplatesAuto completion and correction

File Merge and Mail MergeEnd Notes and Foot Notes

Index and Table of ContentsDocument Wizards