Chapter 4 Planning Business Messages © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 4 Planning Business Messages Business Communication: Process and Product, 8e Mary Ellen Guffey & Dana Loewy

The Communication Process Sender has idea. Sender encodes idea. Sender selects channel and transmits message. Receiver decodes message. Feedback returns to sender.

Factors That Shape Understanding Communication climate Context and setting Background, experience Knowledge, mood Values, beliefs, culture

Barriers That Create Misunderstanding Bypassing Differing frames of reference Lack of language skills Distractions

Overcoming Communication Obstacles Realize that communication is imperfect. Adapt the message to the receiver. Improve your language and listening skills. Question your preconceptions. Encourage feedback.

Defining Your Business Writing Goals Workplace writing should be: Purposeful Economical Audience oriented

Introducing the 3-x-3 Writing Process Prewriting Analyze audience and purpose Anticipate audience and its reaction to message Adapt message to audience Drafting Research background, collect information Organize information Draft first version Revising Edit for clarity, conciseness, tone and readability Proofread spelling, grammar, punctuation, format Evaluate whether the message will accomplish its goal

Pacing the Writing Process Prewriting 25% Revising 50% Drafting 25%

Anticipating and Profiling the Audience Primary Audience Who is my primary reader or listener? Personal and professional relationship? What position is held in organization? How much is known about topic? Person’s education, beliefs, culture, attitudes? Will reaction be neutral, positive, or negative?

Anticipating and Profiling the Audience Secondary Audience How is secondary audience different from primary? Supply more background information? Reshape message for secondary audience?

Remember that receivers will be thinking… WIIFM (What’s in it for me?)

Factors Affecting Channel Choice Message importance Amount and speed of feedback Need for permanent record Cost Degree of formality Confidentiality, sensitivity Receiver’s preference Receiver’s technical expertise

8 Adaptive Expert Writing Techniques Spotlight audience benefits NOT: The warranty begins right away. BUT: The warranty starts working for you immediately Develop the “you” view NOT: We have created an account dashboard that we love. BUT: Your account dashboard gives you complete control.

8 Adaptive Expert Writing Techniques Be conversational but professional NOT: Your report was totally awesome! BUT: Your report was well written. Express ideas positively NOT: We can’t ship until May 1. BUT: We can ship on May 1.

8 Adaptive Expert Writing Techniques Be courteous NOT: You must complete the report. BUT: Please complete the report. Employ bias-free language NOT: Our office girls can do this. BUT: Our office workers can do this.

8 Adaptive Expert Writing Techniques Prefer plain language and familiar words NOT: The remuneration is… BUT: The salary is… Use precise, vigorous words NOT: Please contact me. BUT: Please e-mail me.

Developing Reader Benefits and the “You” View Sender Focus Receiver Focus We are requiring all staffers to complete these forms in compliance with company policy. Please complete these forms so that you will be eligible for health and dental benefits. Because we need more space for our new inventory, we are having a two-for-one sale. This two-for-one sale enables you to buy a year’s supply of supplies but pay only for six months’ worth.

Developing Reader Benefits and the “You” View “I” and “We” View “You” View We take pleasure in announcing an agreement we made with HP to allow us to offer discounted printers in the student store. An agreement with HP allows you and other students to buy discounted printers at your student store. We are issuing a refund. I have a few questions on which I would like feedback. You will receive a refund. Because your feedback is important, please tell us your thoughts.

Negative Expressions and Their Hidden Messages You overlooked You state that You failed to You claim that You are wrong You do not understand Your delay You forgot to You are careless. But I don’t believe you. What were you thinking? It’s probably untrue. I am right. You are not very bright. You are at fault. Besides being inefficient, you are stupid and careless.

Three Phases in Team Writing Phase 1: Prewriting Team members work closely to determine purpose, audience, content, and organization. Phase 2: Drafting Team members work separately to collect information and compose first draft. Phase 3: Revising Team members work together to synthesize and edit, but individuals may do final formatting and proofreading.

Team Collaboration Using a Wiki