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Learning ObjectiveChapter 3 Developing Messages
Developing Messages
Copyright © 2001 South-Western College Publishing Co.
Objectives
O U T L I N E
Analyzing the Situation
Designing the Message
Determining the Purpose
Framework for Developing Messages
Selecting the Media
3C H A P T E R
Learning ObjectiveChapter 3 Developing Messages
1. List the four parts of the Message Development Framework.
2. Describe the two steps for determining the purpose of a message.
3. Identify the four components of analyzing the situation.
4. Design business messages by using a five-step process.
5. Describe how to select the most effective media for your messages.
Learning Objectives
Learning ObjectiveChapter 3 Developing Messages List the four parts of the Message
Development Framework
FRAMEWORK FOR DEVELOPING MESSAGESFRAMEWORK FOR DEVELOPING MESSAGESA framework to develop effective messages through a four-part process:
(1) Determining the Purpose
(2) Analyzing the Situation
(3) Designing the Message
(4) Selecting the Media
A Message Profile: • an effective method for helping you learn to develop competent messages • a blueprint that guides your thinking and actions.
Analyzing the Situation
Designing Messages
Message Purpose
Message Development
Selecting Media
Learning ObjectiveChapter 3 Developing Messages
Anaylzing the situation
Designing Messages
Message Purpose
Selecting Media
Determining the
Purpose
Determining the
Purpose
Analyzing the
Situation
Analyzing the
Situation
Figure 3.2Framework for Developing Messages
Designing the
Message
Designing the
Message
Selecting the
Media
Selecting the
Media
Message Development
Learning ObjectiveChapter 3 Developing Messages Describe the two steps for determining
the purpose of a message.
DETERMINING THE PURPOSE OF THE MESSAGEDETERMINING THE PURPOSE OF THE MESSAGE
All messages have a purpose:
• Informative messages: exchanging facts, data, opinions and other types of information
• Persuasive messages: attempting to influence, convince, or urge other communicators toward a specific goal
• Directive messages: instructing others or prescribe action to ensure performance
• Innovative messages: new ideas, new products, or solutions to complex problems Analyzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
Learning ObjectiveChapter 3 Developing Messages
• Integrative messages: synthesizing and blending the ideas, actions, knowledge, and skills of a diverse workforce
• Relational messages: initiating and/or maintaining relationships between communicators
• Goal setting: knowing exactly what to expect when communicating messages.
• Testing assumptions: establishing the importance of your message
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
Describe the two steps for determining the purpose of a message.
Learning ObjectiveChapter 3 Developing Messages Identify the four components of
analyzing the situation.
If you can successfully analyze the situation of the message that you are planning, you will be better prepared to construct effective messages.
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
ANALYZING THE SITUATIONANALYZING THE SITUATION
Setting• Environment: the conditions and circumstances surrounding communication.
• Culture: the accumulation of values, norms, customs, and communicative patterns of a group of people.
Learning ObjectiveChapter 3 Developing Messages
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
• Organizational Communication Culture: the appropriateness of messages.
• Physical Location: Room acoustics? Formal or casual situation?
Receiver
• Demographics: the personal, professional, and emotional characteristics of your receivers.
• age, gender, cultural and religious groups, place of birth, marital status, college major, political affiliation
Identify the four components of analyzing the situation.
Learning ObjectiveChapter 3 Developing Messages
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
• Receiver’s Competence: poor listeners?
• Audience size: interpersonal, group, public, mass
Sender• Communication Apprehension
• Apathy
Identify the four components of analyzing the situation.
Sender-Receiver Relationship• What is the nature of the relationship? Superiors? Subordinates? Peers? Clients? Vendors?
• What do you know about the receivers' views of your relationship?
• Is there a match between your views and your receiver’s views?
Learning ObjectiveChapter 3 Developing Messages
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
SettingSetting ReceiverReceiver
SenderSenderSender-Receiver
Relationship
Sender-Receiver
Relationship
Figure 3.3Situation Analysis
Learning ObjectiveChapter 3 Developing Messages Design business messages by
using a five-step process.
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
Developing A Thesis
• A thesis, or main idea, further limits the purpose of your message so that it accomplishes specific goals.
• A thesis sentence identifies your primary purpose for communicating
• “The purpose of our meeting is to finalize the fiscal year budgets.”
DESIGNING THE MESSAGEDESIGNING THE MESSAGE
Organizing Information
• Purposes of Outlining: helps understand relationships among pieces of information
Learning ObjectiveChapter 3 Developing Messages
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
• Organizing information before writing an outline
• Forms of outlines
• Patterns of outlines: chronological pattern; spatial pattern; problem, methods, solution
Selecting Message Properties• Precision: the directness or dishonesty of a message
• Direct message: easiest to understand • Strategic ambiguity
• Trying to appeal to a wide variety of interests• Attempting to promote some type of change
• Striving to support several existing positions on some issues
Design business messages by using a five-step process.
Learning ObjectiveChapter 3 Developing Messages
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
• Structure: the form, manner, and appearance of a message
• Tone: refers to the level of formality of a message
Composing a Message
Creating something understandable, useful, and even entertaining
Design business messages by using a five-step process.
Learning ObjectiveChapter 3 Developing Messages
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
Guidelines to Composing Messages
• Remain flexible
• Be a critical thinker
• Keep the context in mind
• Use your outline
• Create a comfortable atmosphere
• Be creative
• Skip sections where drawing a blank
• Divorce your ego
Design business messages by using a five-step process.
Learning ObjectiveChapter 3 Developing Messages
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
Assessing Your Work
Leave your work for a while and return with a fresh perspective.
Take the perspective of the receiver and critically examine the results of the message design
Design business messages by using a five-step process.
Learning ObjectiveChapter 3 Developing Messages Describe how to select the most
effective media for your messages.
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
Media Richness
The path or channel through which messages travel from sender to receiver.
SELECTING THE MEDIASELECTING THE MEDIA
The capacity or ability to transfer information or convey meaning
For example, face to face, telephones
Criteria
(1) Will the media increase the chance of immediate feedback?
Learning ObjectiveChapter 3 Developing Messages
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
Figure 3.7Media Richness
Face to face
Telephone
Personal Note
Letter, memo
Public speaking
Special report
Bulletin board
Newsletter
Annual report
Face to face
Telephone
Personal Note
Letter, memo
Public speaking
Special report
Bulletin board
Newsletter
Annual report
High
Low
Learning ObjectiveChapter 3 Developing Messages
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
(1) Will the media increase the chance of immediate feedback?
(2) Can the media communicate multiple messages (visual, auditory, nonverbal)?
(3) Can the media be tailored or designed to specific targets?
(4) Will this media allow for a diverse range of word choice?
Describe how to select the most effective media for your messages.
Learning ObjectiveChapter 3 Developing Messages
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
Message Requirements
Two rules for media selection:
• Rich media for complex, uncertain, ambiguous information: face-to-face meetings, telephones
• Low richness media for simple settings: memo, or letter to many people at once
Describe how to select the most effective media for your messages.
Learning ObjectiveChapter 3 Developing Messages
Anaylzing the situation
Designing Messages
Message Purpose
Message Development
Selecting Media
Figure 3.8Media Selection Chart
HighLowMedia Richness
Difficult
Simple
Me
ss
age
Req
uir
em
en
ts Face to face
Telephone
Teleconference
Personal Note
Letter, memo
Public speaking
Special report
Bulletin board
Newsletter
Annual report
Learning ObjectiveChapter 3 Developing Messages
The End
Copyright © 2000 South-Western College Publishing Co.
