© 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