PLANNING WRITTEN & SPOKEN MESSAGES

Lehman, Dufrene & Sinha

1 •Determine Purpose & Channel

2 •Envision the Audience

3 •Consider the Context

4 •Choose a Channel & Medium

5 •Adapt to Audience’s Need

6 •Organize the Message

7 •Prepare the 1st Draft

Step 1: Determining the Purpose Aristotle’s purposes for Communication

1. To INFORM2. To PERSUADE To ENTERTAIN

Additionally3. To Convey Goodwill4. To Establish Credibility

Page 72- Second Column- 1st Paragraph

1. Communicating to Inform

2. Communicating to Persuadei. To influence or change the attitudes or

actions of the receiverii. Promote a product, serviceiii. Rallying for supportiv. Almost all communication is

Persuasive?!v. Always selling?! (P.73, 1st column, Para 1 &

2)vi. Persuasion is a time consuming activity*vii. Steps: Establish Credibility, Common

Ground, Provide Evidence, Connect Emotionally

2. Communicating to Establish Credibilityi. Demonstrate Strong Emotional

Character & Integrityii. Reputation of Firm & Individualiii. Credibility not through Command-Controliv. Credibility through Expertise &

Competencev. P.74-753. Communicating to Convey Goodwilli. Ability to create & maintain positive,

productive relationships with othersii. Goodwill=Trust. And Vice Versaiii. The ability to establish & maintain

relationships is what makes the business world go around.

Step 2: Envision the Audience1. Obtaining a strong mental picture will

help you in1. Establishing rapport and credibility2. Permits you to address the receiver’s

needs and concerns3. Simplifies the task of organizing your

message

Step 3: Consider the Context Legal &

Ethical Constraints

Technology Culture Financial &

Economical

Step 4: Choose a Channel & Medium

1. Richness Vs Leanness (Two Way face2 face)

2. Need for Interpretation (Ambiguous-Non Verbal)

3. Speed of Establishing Contact4. Time required for feedback5. Cost6. Amount of Information conveyed7. Permanent Record8. Control over message (Written Comm)

Step 5: Adapt to Audience Needs You Centered P. 87 Column 1-How to Cultivate “You

Attitude”

Step 6: OrganizeStep 7: First Draft