Lecture and Resource SlidesBCOM 3e, Lehman & DuFrene

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Planning Spoken and Written Messages

Chapter 3

Learning Objectives1. Identify the purpose of the message and the

appropriate channel.

2. Develop clear perceptions of the audience to enhance the impact of the communication and human relations.

3. Apply techniques for adapting messages to the audience, including strategies for communication ethically and responsibly.

4. Recognize the importance of organizing a message before writing the first draft.

5. Select the appropriate outline (deductive or inductive) for developing messages to achieve the desired response.

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Process for Planning and Preparing Spoken and Written Messages

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Step 1a: Determine the Purpose of the Message

WhatWhat do you hope to accomplish do you hope to accomplish with the message?with the message?

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Step 1b: Select a Channel

Situation Channel/Justification

Tell a customer damaged merchandise will be replaced

Notify a sales rep of job termination

Inform employees of a new Internet usage policy

Telephone or face-to-face: Lends importance to the message; more personal

Telephone or face-to-face: Lends importance to the message; more personal

Email: Routine matter; mass distribution

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Step 2: Envision the Audience

What should you learn What should you learn about your audience?about your audience?

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Step 3: Adapt the Message to the Audience

• Focus on the ________ point of view• Communicate ________ and __________• Build and protect ________• Use ____________ language• Use ______, informal words• Project a positive, ______ tone• Write ________

receiver’sethically responsibly

goodwillcontemporary

simpletactful

concisely

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Adapting: Focusing on Receiver’s Viewpoint

“Me” Attitude “You” Attitude

I want to congratulate you on your award.

I am interested in ordering . . .

I give you permission to take an extra vacation day.

Congratulations! You are the Employee of the Year.

Please send me . . .(You is the understood subject.)

You earned an extra day of vacation because of your performance.

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Adapting: Communicating Ethically and Responsibly

• State information as truthfully and fairly as possible

• Do not exaggerate facts • Express ideas understandably• Support viewpoint with facts • Respect and preserve receiver’s self-worth• Design honest graphics

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Adapting: Building and Protecting Goodwill

• Use ___________ cautiously• Avoid _____________ or demeaning

expressions• Use __________ tone cautiously• Use _______ language appropriately• Use ________ language

euphemisms

condescending

connotative

specific

bias-free

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Adapting: Using Contemporary, Easily Understood Language

• Eliminate outdated expressions

• Eliminate clichés

• Choose simple, informal words

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Adapting: Writing Concisely

• Eliminate redundancies• Use active voice• Include only relevant details• Eliminate clichés• Do not restate ideas• Tighten using prefixes, suffixes, and

compound adjectives

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Adapting: Projecting a Positive, Tactful Tone

• State ideas using _______ language• Avoid using ______ person when stating

negative ideas• Use _______ voice to convey negative ideas• Use __________ mood to de-emphasize

negative ideas• Include a ________ idea in the same sentence

with a ________ one

positivesecond

passivesubjunctive

positivenegative

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Step 4: Select an Appropriate Outline