3x3 Process

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BusinessCommunication: Processand Product, 6e

Mary Ellen Guffey

Copyright 2008

erWriting Process

Phase 1:Analyze,Anticipate,

Adapt


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Mary Ellen Guffey, Business Communication: Process andProduct, 6e

Ch. 4, Slide 2

Guffeys 3-x-3Writing Process

Defining BusinessCommunication

The Business Writing

Process: Phase 1

Team Writing

Reader Benefitsand You View

Legal and EthicalResponsibilities

Analyze,Anticipate, Adapt


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Ch. 4, Slide 3

Business Writing Is

Purposeful

Persuasive

Economical

Reader-oriented

It is concise and doesntwaste the readers time.

It focuses on thereceiver, not the sender.

It conveys informationand solves problems.

Its goal is to make theaudience accept themessage.


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Ch. 4, Slide 4

Guffeys 3-x-3 Writing

Process

Prewritin

g Writing RevisingAnalyzeAnticipate

Adapt

Research

Organize

Compose

Edit

Proofread

Evaluate

The writing process is recursive.


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Ch. 4, Slide 5

Scheduling the Writing

Process

Prewritin

g Writing Revisingabout25 percentof time

about25 percentof time

about45 percentfor revising,

5 percentfor proofingDont mar your effort by

skimping on revising!


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Ch. 4, Slide 6

Do All Writers Follow the

Same Steps? Writers have differentcomposition styles.

The order of writing steps

may vary.

The process is recursive,not linear.

Collaboration and workingwith a computer affect thewriting process.


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Ch. 4, Slide 7

Do Short Messages Require a

Writing Process?

The steps may becondensed orperformed rapidly, but

good writers considerthem all.


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Ch. 4, Slide 8

Writing With Teams: Phase 1

Analyze

Anticipate

Adapt

Phase 1:Prewriting

Team members

work closely todeterminepurpose,audience,

content,organization

Prewriting


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Ch. 4, Slide 9

Writing With Teams: Phase 2Phase 2:Writing

Team members

work separately.WritingResearch

Organize

Compose


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Ch. 4, Slide10

Writing With Teams: Phase 3

RevisingEditProofread

Evaluate

Phase 3:Revising

Team members

work together tosynthesize, butone person maydo final

proofreading.


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Ch. 4, Slide11

Analyzing and Anticipating:

Audience, PurposeIdentify

thepurpose

Analyzethetask

Visualizeprimary

audience

Anticipatethe

audience Message

Visualizesecondar

y

audience

Select theright

channel


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Ch. 4, Slide12

Comstock Images / Jupiterimages

Anticipating Three TypicalBusiness Audiences

Customers

Superiors

Colleagues


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Ch. 4, Slide13

Selecting the Best Channel

Fax? E-Mail?Letter?

Memo?Voicemail?

How important is the message?

How much feedback is required?

How fast is feedback needed?

Is a permanent record necessary? How much can be spent?

How formal and confidential is themessage?


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Ch. 4, Slide14

Adapting to Task and

Audience: Eight StepsSpotlight audiencebenefits.The warranty starts working for

you immediately.

Cultivate the you view.

You will receive your order.Your account is now open.


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Ch. 4, Slide15


Audience: Eight StepsUse sensitive language,avoiding gender, race, age,and disability biases.

office workers, not office girlsdoctors/they, not doctor/heornurse/she

Be conversational but

professional.Your report was excellent, notYour report was totally awesome!


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Ch. 4, Slide16


Audience: Eight StepsExpress your thoughtspositively.you will be happy to not you

wont be sorry that

Be courteous.

Please complete the report, notYou must complete the report!


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Ch. 4, Slide17


Audience: Eight StepsSimplify your languageand use familiar words.salarynot remuneration

beginnot commence

Use precise, vigorouswords.

fax me, not contact mebuystaples, not get those thingsfor me


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Ch. 4, Slide18

Developing Reader Benefits

and You ViewWe are requiring all staffersto complete these forms in

compliance with companypolicy.

Please complete theseforms so that you will be

eligible for health anddental benefits.

Sender-Focused Receiver-Focused

Because we need more

space for our newinventory, we are staging atwo-for-one sale.

This two-for-one sale

makes it possible for you tobuy a years supply of

paper but pay only for sixmonths worth.


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Ch. 4, Slide19

Developing Reader Benefitsand You ViewI and We View You ViewWe take pleasure inannouncing an agreementwe made with HP to allowus to offer discounted

printers in the studentstore.

An agreement with HPallows you and otherstudents to buy discountedprinters at your convenient

student store.We are issuing a refund. You will receive a refund.

We need your accountnumber before we can do

anything.

Would you mind giving meyour account number so that

I can find your records andhelp you solve this problem?

I have a few questions onwhich I would like

feedback.

Your feedback is important.Please answer a few

questions.


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Ch. 4, Slide20

Negative Expressions and TheirHidden Messages

Hidden MessageNegative Expression

You are careless

But I dont believe you

You are careless

It is probably not true

I am right

You are not very bright

You are at faultYou are not only inefficientbut also stupid and careless!

You overlooked

You state that

You failed to

You claim that

You are wrong

You do not understand

Your delayYou forgot to


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Ch. 4, Slide21

Adapting to Legal and Ethical

ResponsibilitiesAvoid misleadinginformation, exaggeration,half truths.

Warn consumers of risksin clear, simplelanguage.

InvestmentInformation

SafetyInformation


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Ch. 4, Slide22


ResponsibilitiesMarketingInformation

Avoid statementsthat falsely advertiseprices, performance,

quality, or otherproduct features.


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Ch. 4, Slide23


ResponsibilitiesHumanResourcesInformation

Avoid subjectivestatements in evaluatingemployees; describe job-related specifics

objectively.Avoid promissorystatements in job ads,application forms, and offer

letters.


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Ch. 4, Slide24


ResponsibilitiesCopyrightInformation

Assume that everything iscopyrighted.

Understand that Internetitems are NOT in the

public domain.

Observe fair userestrictions.


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Ch. 4, Slide25

Four-Factor Test to AssessFair Use1. Purpose and character of the use

Is the item to be used for profit or nonprofit?

2. Nature of copyrighted workIs the information necessary for the public good?

3. Amount and substantiality of portion usedIs the amount to be copied a small portion of a largework or a substantial portion of a small work?

4. Effect on the potential market for or value ofthe work.Does the fair-use copying interfere with the authors

potential profit from the original?


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Ch. 4, Slide26

Ensuring Fair Use

How can you alwaysbe safe?

Ask for permission

to borrow.


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End

Mary Ellen Guffey, Business Communication: Process andP d 6

Ch. 4, Slide

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