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© Prentice Hall, 2003 Business Communication Today Chapter 4 - 1
Planning Planning Business Business MessagesMessages
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 2
Effective BusinessEffective BusinessWritingWriting
PurposefulPurposefulPurposefulPurposeful ConciseConciseConciseConciseAudience-Audience-CenteredCenteredAudience-Audience-CenteredCentered
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 3
Three-Step Writing Three-Step Writing ProcessProcess
Step 1
Planning
Step 3
Completing
Step 2
Writing
Analyze
Investigate
Adapt
Organize
Select
Compose
Revise
Produce
Proofread
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 4
Analyze Your PurposeAnalyze Your Purpose
GeneralGeneral SpecificSpecific
TimingTiming
DeliveryDelivery
AcceptabilityAcceptability
RealismRealism
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 5
Profile Your AudienceProfile Your AudienceProfile Your AudienceProfile Your Audience
Decision Makersand Key PeopleDecision Makersand Key People
Overall Sizeof AudienceOverall Sizeof Audience
OverallComposition
OverallComposition
Level ofUnderstanding
Level ofUnderstanding
Expectationsand Preferences
Expectationsand Preferences
ProbableReactionProbableReaction
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 6
Gather InformationGather Information
Viewpointsof Others
Supervisors, Colleagues, and
Customers
Reports andCompany Documents
AudienceInput
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 7
EthicalEthicalEthicalEthical
PrecisePrecisePrecisePrecise
AccurateAccurateAccurateAccurate
Provide InformationProvide Information
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 8
Channel and MediumChannel and MediumChannel and MediumChannel and Medium
A Continuum of Media Richness
Face-to-Face
TelephoneE-mail
Notes, Letters, Memos
Fliers, Bulletins,Standard Reports
RicherRicher LeanerLeaner
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 9
Communication ChannelsCommunication Channels
Use An Oral Channel Use A Written Channel
•Don’t need immediate feedback
•Detailed, complex message
•Need permanent record
•Large, dispersed audience
•Minimize distortion
•Need immediate feedback
•Relatively simple message
•Don’t need permanent record
•Easy to assemble audience
•Encourage interaction
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 10
ElectronicMedia
ElectronicMedia
Voice MailVoice Mail
VideotapeVideotape
FaxingFaxing
InstantMessages
InstantMessages
TeleconferenceTeleconference
ComputerConferenceComputer
Conference
E-mailE-mail
WebsitesWebsitesGlobal Communication
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 11
Reduced Productivity
Privacy Issues
Inappropriate Content
Speed of Information
Time-Zone Barriers
Dispersed Audience
ElectronicCommunication
Disadvantages
Advantages
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 12
Relating to the AudienceRelating to the Audience
“You”Attitude
PositiveTone
CredibleImage
PoliteTreatment
Bias-FreeLanguage
CorporateImage
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 13
The “You” AttitudeThe “You” AttitudeInstead 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.
You should never use that type
of paper in the copy machine.
That type of paper doesn’t work
very well in the copy machine.
Instead of This Use This
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 14
Emphasize the PositiveEmphasize the Positive
Instead of This Use This
Cheap Merchandise
Toilet Paper
Used Cars
High-Calorie Food
Elderly Person
Pimples and Zits
Bargain Prices
Bathroom Tissue
Resale Cars
High-Energy Food
Senior Citizen
Complexion Problems
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 15
Establish CredibilityEstablish Credibility
ProvideEvidenceProvide
EvidenceBe
SincereBe
SincereBelieve inYourselfBelieve inYourself
ShowUnderstanding
ShowUnderstanding
ExplainCredentials
ExplainCredentials
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 16
PracticePracticeDiplomacyDiplomacy
PromotePromoteGoodwillGoodwill
Be PromptBe Prompt Use TactUse Tact
PolitenessPolitenessand Courtesyand Courtesy
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 17
Bias-FreeLanguage
GenderGender Race orRace orEthnicityEthnicity
Age BiasAge BiasDisabilityDisability
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 18
The Company’s ImageThe Company’s Image
• Be a spokesperson
• Convey the right impression
• Minimize your own views
• Maximize company interests