Business Communication

Communication
Business
Today
Today
Chapter 4
Planning Business Messages

Copyright 2016 Pearson Education, Inc.

Chapter 4
1

Learning Objectives
1. Describe the three-step writing
process.
2. Explain why its important to
analyze a communication
situation in order to define your
purpose and profile your audience
before writing a message.
3. Discuss the information-gathering
options for simple messages.

Copyright 2016 Pearson Education, Inc.

Chapter 4
2

Learning Objectives
4. List factors to consider when
choosing the most appropriate
medium for a message.
5. Explain why good organization is
important to both you and your
audience and list the tasks
involved in organizing a message.
Copyright 2016 Pearson Education, Inc.

Chapter 4
3

Understanding the
the ThreeThreeUnderstanding
Step Writing
Writing Process
Process
Step
(LO 4.1) Describe the three-step
writing process.

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Chapter 4
4

The Three-Step
Process
1 Plan
Analyze Situation
Gather Information
Choose Medium
and Channel
Get Organized

2 Write
Adapt to
the Audience

Compose the
Message

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3 Complete
Revise Message
Produce Message
Proofread Message
Distribute Message
Chapter 4
5

Planning Business
Messages
Analyzing the
Situation

Gathering
Information

Choosing Media
and Channels

Organizing the
Information

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Chapter 4
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Writing Business
Messages

Adapting to the
Audience

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Composing the
Message

Chapter 4
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Completing Business
Messages
Revising for Clarity Producing the
and Conciseness
Message
Proofreading the Distributing the
Final Product
Message
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Chapter 4
8

Optimizing Your
Writing Time

50%
25%

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25%

Chapter 4
9

Planning Effectively
Provide the Right
Information
Write Messages More
Quickly
Minimize Embarrassing
Blunders
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Chapter 4
10

Summary of Discussion
In this section, we discussed the
following:
The Three-Step Process: Planning,
Writing, and Completing
Optimizing Your Writing Time
Planning Effectively

The next section will cover

Analyzing the Situation.
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Chapter 4
11

Analyzing the
the Situation
Situation
Analyzing
(LO 4.2) Explain why its important to
analyze a communication situation in
order to define your purpose and
profile your audience before writing a
message.
Copyright 2016 Pearson Education, Inc.

Chapter 4
12

Defining Your Purpose

Gener
al
Purpos
e
Specifi
c
Purpos
e

To Inform
To Persuade
To Collaborate
What Youll Accomplish
What Audience Will Do
What Audience Will
Think

Copyright 2016 Pearson Education, Inc.

Chapter 4
13

Analyzing Your
Purpose
Will the Message Change
Anything?
Is Your Purpose Realistic?
Is the Timing of the Message
Right?
Will Your Purpose Be
Acceptable?
Copyright 2016 Pearson Education, Inc.

Chapter 4
14

Developing an
Audience Profile
Identify Primary
Primary Audience
Audience
Identify
Members
Members
Determine Audience
Audience Size
Size and
and
Determine
Location
Location
Determine Composition
Composition of
of the
the
Determine
Audience
Audience
Copyright 2016 Pearson Education, Inc.

Chapter 4
15

Developing an
Audience Profile
Gauge Their
Their Level
Level of
of
Gauge
Understanding
Understanding
Consider Expectations
Expectations and
and
Consider
Preferences
Preferences
Forecast Their
Their Probable
Probable Reaction
Reaction
Forecast
Copyright 2016 Pearson Education, Inc.

Chapter 4
16

Summary of Discussion
In this section, we discussed the
following:
Defining Your Purpose
Analyzing Your Purpose
Developing an Audience Profile

The next section will cover

Gathering Information.
Copyright 2016 Pearson Education, Inc.

Chapter 4
17

Gathering Information
Gathering
(LO 4.3) Discuss information-gathering
options for simple messages and
identify three attributes of quality
information.
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Chapter 4
18

Using Informal
Techniques
Consider the audiences
perspective.
Listen to the community.
Read reports and company
documents.
Survey supervisors, colleagues, and
customers.
Ask your audience for input.
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Chapter 4
19

Uncovering Audience
Needs

Needs That
Are Apparent

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Needs That
Are Hidden

Chapter 4
20

Finding Your Focus

Using Discovery Techniques:
Free writing
Silence your inner critic.
Express your ideas.
Sketching
Think visually.
Release trapped ideas.
Copyright 2016 Pearson Education, Inc.

Chapter 4
21

Providing Required
Required
Providing
Information
Information
Who?
Who?

What?
What?

When?
When?

Journalistic
Journalistic
Approach
Approach

Where?
Where?
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Why?
Why?

How?
How?
Chapter 4
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Ensuring Information
Quality
Is the Information Accurate?
Is the Information Ethical?
Is the Information Pertinent?
Copyright 2016 Pearson Education, Inc.

Chapter 4
23

Summary of Discussion
In this section, we discussed the
following:
Using Informal Techniques
Uncovering Audience Needs
Finding Your Focus
Providing Required Information
Ensuring Information Quality

The next section will cover Selecting

the Best Combination of Media and
Channels.

Copyright 2016 Pearson Education, Inc.

Chapter 4
24

Selecting the
the Best
Selecting
Combination
Combination
of Media
Media and
and Channels
Channels
of
(LO 4.4) List the factors to consider
when choosing the most appropriate
medium for a message.

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Chapter 4
25

The Most Common

Medium and Channel
Combinations
Oral Medium
Written
Medium
Visual Medium
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In-Person
Channel
Digital Channel
In-Person
Channel
Digital Channel
In-Person
Channel
Digital Channel
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26

Oral Medium
InPerson
Channe
l
Digital
Channe
l

One-on-One
Conversations
Formal Presentations
Face-to-Face
Interactions
Telephone Calls
Podcasts
Voicemail Messages

Copyright 2016 Pearson Education, Inc.

Chapter 4
27

Written Medium
Print
Channe
l
Digital
Channe
l

Routine Memos
Business Letters
Reports and Proposals
Tweeting and
Texting
Website Contents
Book-Length
Reports

Copyright 2016 Pearson Education, Inc.

Chapter 4
28

Visual Medium
Print
Channe
l

Photographs
Diagrams
Charts and Graphs

Digital
Channe
l

Infographics
Interaction/Animatio
n
Digital Video

Copyright 2016 Pearson Education, Inc.

Chapter 4
29

Challenges of
Communication on
Mobile
Devices
Screen Size and
Screen Size and
Resolution
Resolution

Consuming
Consuming
Digital
Digital
Media
Media

Input Technologies
Technologies
Input
Bandwidth and
and
Bandwidth
Connectivity
Connectivity
Data and
and Operating
Operating
Data
Costs
Costs

Copyright 2016 Pearson Education, Inc.

Chapter 4
30

Factors to Consider
When Choosing Media
and Channels
Media
Media
Richness
Richness

Level
Level of
of
Formality
Formality

Media
Media
Limitations
Limitations

Channel
Channel
Limitations
Limitations

Copyright 2016 Pearson Education, Inc.

Chapter 4
31

Factors to Consider
When Choosing Media
and Channels
Message
Message
Urgency
Urgency

Message
Message Cost
Cost

Audience
Audience
Preferences
Preferences

Security
Security and
and
Privacy
Privacy

Copyright 2016 Pearson Education, Inc.

Chapter 4
32

Summary of Discussion
In this section, we discussed the
following:
Common Media and Channel
Combinations
Challenges of Communication on
Mobile Devices
Factors to Consider When Choosing
Media and Channels

The next section will cover

Organizing Your Information.

Copyright 2016 Pearson Education, Inc.

Chapter 4
33

Organizing Your
Your
Organizing
Information
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.
Copyright 2016 Pearson Education, Inc.

Chapter 4
34

Effective Organization
Helps Readers

Helps Writers

Aids
Understanding
Boosts
Acceptance
Saves Time

Saves Time
Saves Energy
Builds
Reputation

Copyright 2016 Pearson Education, Inc.

Chapter 4
35

Defining Your Main

Idea
Whats the
the
Whats
Topic?
Topic?

Whats
Whats the
the
Main
Main Idea?
Idea?

The Overall
Overall
The
Subject
Subject

Your
Your
Statement
Statement
About
About the
the
Topic
Topic

Copyright 2016 Pearson Education, Inc.

Chapter 4
36

Generating Creative
Ideas
Brainstorming

Whats
the
Main
Idea?

Journalistic
Approach
Questions &
Answers
Storytellers Tour
Mind Mapping

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Chapter 4
37

Main Idea

Limiting Your Scope

Information You Present
Overall Length of the
Message
Level of Detail in the
Message

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Chapter 4
38

Choosing Between
Direct
and Indirect
Direct
Indirect Approach
Approaches
Approach
Audienc
Eager,
e
interested,
Reactio
pleased, neutral
n

Displeased

Uninterested,
unwilling

Messag
e
Openin
g

Main idea,
request, good
news

Buffer
statement, lead
up to reasons

Statement or
question

Messag
e
Body

Necessary
details

Provide reasons,
state bad new

Arouse interest,
build desire to
act

Messag
e

Cordial
comment,

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Chapter 4
39

Close cordially

Request action

Outlining Your Content

I.

First major point

A. First sub-point
Logical
1. Examples and
Logical
evidence
2. Examples and
evidence
a. Detail
b. Detail
Effective
Effective
B. Second sub-point
II. Second major point
First sub-point
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Chapter 4
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Outlining Your Content

Main Idea
Idea
Main
11stst
Subpoint
Subpoint
Exampl
Exampl
ee

Exampl
Exampl
ee

nd
22nd
Subpoint
Subpoint

Exampl
Exampl
ee

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Exampl
Exampl
ee

33rdrd
Subpoint
Subpoint
Exampl
Exampl
ee

Chapter 4
41

Exampl
Exampl
ee

Structuring the
Message
1

Start with the Main Idea

State the Major Points

Provide Examples and

Evidence

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Chapter 4
42

Building Reader
Interest with
Storytelling
Inspiratio Techniques
n

TheBeginning
Beginning
The

Warning

TheMiddle
Middle
The
Teaching

TheEnding
Ending
The

Copyright 2016 Pearson Education, Inc.

Persuasi
on
Chapter 4
43

Summary of Discussion
In this section, we discussed the
following:
Effective Organization
Defining Your Main Idea
Generating Creative Ideas
Limiting Your Scope
(Continued on Next Slide)
Copyright 2016 Pearson Education, Inc.

Chapter 4
44

Summary of Discussion
Choosing Between Direct and Indirect
Approaches
Outlining Your Content
Structuring the Message
Building Reader Interest with
Storytelling Techniques

This concludes our discussion of

Chapter 4: Planning Business
Messages.
Copyright 2016 Pearson Education, Inc.

Chapter 4
45

Business Communication
Communication
Business
Today
Today
Chapter 4
Planning Business Messages

Copyright 2016 Pearson Education, Inc.

Chapter 4
46

All rights reserved. No part of this publication may be reproduced, stored in a

retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright 2016 Pearson Education, Inc.

Chapter 4
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