4 Planning Business Messages Business Communication: Process and Product, 8e Mary Ellen Guffey and Dana Loewy Instructor PowerPoint Library, 8e © 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.

Learning Objective 1 Understand the nature of communication and its barriers in the digital age. © 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. © MelisendeVector.com/Fotolia Communication: the transmission of information and meaning from one individual or group to another

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

Factors That Shape Understanding Communication Climate Context and Setting Background, Experience © 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. Knowledge, Mood Values, Beliefs Culture

Barriers That Create Misunderstanding Bypassing Differing Frames of Reference © 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. © yuuen/Fotolia Distractions Lack of Language Skills

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

Learning Objective 2 Summarize the 3-x-3 writing process and explain how it guides a writer. © 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. A digital message is one that is generated, stored, processed, and transmitted electronically by computers using strings of positive and nonpositive binary code (0s and 1s).

Defining Your Business Writing Goals Purposeful Economical © 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. © bloomua/Fotolia Audience oriented

Introducing the 3-x-3 Writing Process Analyze audience & purpose Research background, collect info Edit for clarity Proofread © 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. © bloomua/Fotolia Anticipate audience and its reaction to message Organize info Evaluate whether the message will accomplish goals Draft first version Adapt message to audience

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

Learning Objective 3 Analyze the purpose of a message, anticipate its audience, and select the best communication channel. © 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. Why are you sending the message? What do you hope to achieve? Primary Purpose: To inform and to persuade Secondary Purpose: To promote goodwill

Anticipating and Profiling the 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? © 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. © kyoko/Fotolia How is secondary audience different from primary? Supply more background information? Reshape message for secondary audience?

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

Factors Affecting Channel Choice © 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. © yuuen/Fotolia, © Andrey/Fotolia, © mostafa fawzy/Fotolia Message importance Amount and speed of feedback Need for permanent record Cost Degree of formality Confidentiality and sensitivity Receiver’s preference Receiver’s technical expertise

Ten Levels of Richness in Today’s Workplace Communication Channels Richest to Leanest 1 FACE TO FACE Richest medium. Best for persuasive, bad-news, and personal messages. 2 TELEPHONE Best choice when two people cannot meet in person. 3 VIDEO CHAT Best for group inter-action and consensus-building when members are dispersed. 4 E-MAIL Best for routine messages that do not require immediate feedback. 5 IM Best for short online messages that need a quick response. © 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. © raven/Fotolia

Ten Levels of Richness in Today’s Workplace Communication Channels Richest to Leanest 6 LETTER For external messages that require formality, sensitivity, or a written record. 7 MEMO To distribute interoffice information, especially when e-mail is unavail-able. 8 BLOG To share ideas with a wide Internet audience and encourage responses. 9 REPORT To deliver considerable data internally or externally. 10 WIKI To provide a repository for digital information that can be easily changed. © 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. © raven/Fotolia

Employ expert writing techniques to adapt to your audience. Learning Objective 4 Employ expert writing techniques to adapt to your audience. © 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.

8 Adaptive Expert Writing Techniques 1. Spotlight audience benefits NOT: The warranty begins right away. BUT: The warranty starts working for you immediately. © 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. 2. 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 3. Be conversational but professional NOT: Your report was totally awesome! © 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. BUT: Your report was well written. 4. Express ideas positively NOT: We can’t ship until May 1. BUT: We can ship on May 1.

8 Adaptive Expert Writing Techniques 5. Be courteous NOT: You must complete the report. © 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. BUT: Please complete the report. 6. Employ bias-free language NOT: Our office girls can do this. BUT: Our office workers can do this.

8 Adaptive Expert Writing Techniques 7. Prefer plain language and familiar words NOT: The remuneration is… © 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. BUT: The salary is… 8. 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. © 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. 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. © 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. 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 are careless You state that But I don’t believe you. You failed to What were you thinking? © 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. You claim that It’s probably untrue. You are wrong I am right. You do not understand You are not very bright. Your delay You are at fault. You forgot to Besides being inefficient, you are stupid and careless.

Learning Objective 5 Understand how teams approach collaborative writing projects and what collaboration tools support team writing. © 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.

When is team writing necessary? When projects are larger than one person can handle When projects have short deadlines © 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. When projects require the expertise or consensus of many people

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

Team Collaboration Using a Wiki Member Administrator Member © 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. © iadam/Fotolia Member Member Member Member

How to Edit Team Writing Without Making Enemies What suggestions can you make to improve specifics? Is the material well organized? What can you praise? © 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. © denis_pc/Fotolia Did you understand the purpose? Make polite statements such as: I would suggest… You might consider… How about doing this…

End © 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. © MelisendeVector.com/Fotolia