Planning Written and Spoken Messages BCOM Chapter 04 Chapter 4 Lecture Slides Planning Written and Spoken Messages

Learning Objective 1 Identify the purposes and type of message 1 BCOM Chapter 04 Learning Objective 1 Identify the purposes and type of message 1

Planning Written and Spoken Messages 1 2 3 4 5 6 7 Deter-mine the purpose and select the channel Envision the audience Consider the context Choose a channel and the medium Adapt the message to audience needs and concerns Organize the message Prepare the first draft 1

The Purpose of the Message BCOM Chapter 04 The Purpose of the Message To Inform To Persuade To Convey Goodwill To Establish Credibility 1

Determine the Type of Message BCOM Chapter 04 Determine the Type of Message Good news messages: positive news, messages of appreciation or thank-you notes Neutral messages: routine messages, requests and claims, customer orders and credit, procedures Bad news messages: refusals of requests and claims, denials of credit, and problems with customer orders Persuasive messages: sales messages and persuasive requests 1

What do you hope to accomplish with the message? BCOM Chapter 04 What do you hope to accomplish with the message? Get information Answer a question Accept an offer Deny a request Seek support for or sell a product or idea Apologize PURPOSE 1

Communicate Ethically & Responsibly BCOM Chapter 04 Communicate Ethically & Responsibly State information as truthfully and fairly as possible Do not exaggerate facts Express ideas understandably Support viewpoint with facts State ideas with consideration that preserves receiver’s self-worth Design honest graphics 1

BCOM Chapter 04 Learning Objective 2 Develop clear perceptions of the audience to enhance the impact of the communication and human relations. 2

What should you learn about your audience? BCOM Chapter 04 Envision the Audience What should you learn about your audience? Age Economic level Education and work background Needs and concerns Culture Rapport Expectations 2

Types of Workplace Audiences BCOM Chapter 04 Types of Workplace Audiences Managerial: look for the “big picture” and tend to ignore details Non-expert: know little about a subject and need more details Expert: know as much about the topic as you do International/multicultural: may not speak English as a first language and may have differing cultural interpretations of symbols and behaviors Mixed: all of the above 2

Audience Perceptions Previous experiences BCOM Chapter 04 Audience Perceptions Audience perception is colored by: Previous experiences Attitude toward sender and ourselves Attitude toward subject Experience with channel, especially in electronic communication 2

BCOM Chapter 04 Learning Objective 3 Consider the context of the message and any environmental influences that may affect its delivery. 3

Step 3: Consider the Context CONTEXTUAL DIMENSIONS Physical Context Social Context Chronological Context Cultural Context 3

Physical Context How would these settings would change an interaction? Setting can influence the content and quality of interactions How would these settings would change an interaction? Office Hallway Company Picnic Mall 3

Social Context How would these types of relationships The nature of the relationship between communicators How would these types of relationships change an interaction: Friendly Cordial Contentious 3

Chronological Context The ways time influences interactions 3

Cultural Context Includes the organizational culture as well as the cultural backgrounds of individual members. 3

Consider Organizational Culture BCOM Chapter 04 Consider Organizational Culture Cultural background of employees Communication flow in company Policies and Programs Financial status Successful message People or team oriented Corporate Structure 3

Remember This! Organizational Culture: a system of shared meanings and practices held by members that distinguish the organization from other organizations. 3

BCOM Chapter 04 Learning Objective 4 Determine the appropriate channel and media for communicating the message. 4

Things to Consider When Considering Channel and Media Richness vs. leanness Need for interpretation (ambiguity) Speed of establishing contact Time required for feedback Cost Amount of information conveyed Permanent record Control over the message 4

Two-Way, Face to Face Communication Provides rich source of information through: Vocal cues Facial expressions Bodily movement Bodily appearance Use of space Touching Clothing Use of time BENEFITS 4

Two-Way, Face-To-Face IN PERSON TRADITIONAL GROUP MEETING VIDEO OR TELECONFERENCE

Two-Way, Not Face-To-Face TELEPHONE CALL VOICE MAIL MESSAGE ELECTRONIC MAIL INSTANT MESSAGING 4

One Way, Not Face-To-Face LETTER or MEMO REPORT or PROPOSAL WEB PAGE or BLOG TEXT MESSAGING 4

BCOM Chapter 04 Learning Objective 5 Apply techniques for adapting messages to the audience. 5

Focus on Receiver’s View Point BCOM Chapter 04 Focus on Receiver’s View Point “Me” Attitude “You” Attitude I want to congratulate you on your award. Congratulations! You are the Employee of the Year. Please send me . . . (You is the understood subject.) I am interested in ordering . . . You earned an extra day of vacation because of your performance. I give you permission to take an extra day of vacation. 5

Cultivate a “You” Attitude Address the receiver’s needs and concerns Keep the receiver clearly in the picture Present fair, logical, and ethical ideas Express ideas clearly and concisely Promote a positive business relationship Send messages promptly to indicate courtesy Reflect professional business standards 5

Presenting the “You” Attitude Poor: You failed to enclose your receipts for reimbursements. Better: The reimbursement report you sent to accounting did not contain your receipts. Poor: Your contract tells you plainly that. Better: I am glad to explain more fully the contract terms. 5

BCOM Chapter 04 Learning Objective 6 Recognize the importance of organizing a message before writing the first draft and select the appropriate message outline (deductive or inductive) for developing messages to achieve the desired response. 6

Select an Outline for Written and Spoken Messages BCOM Chapter 04 Select an Outline for Written and Spoken Messages Figure 4.2: Process of Selecting an Outline for a Spoken or Written Message, page 72 6

Benefits to Outlining Sender Oriented Encourages accuracy and brevity Permits concentration on one phase at a time Saves time in structuring ideas Provides a psychological lift Facilitates emphasis and de-emphasis 6

Benefits to Outlining Receiver Oriented Message is more concise and accurate Ideas are easier to distinguish and remember Reaction to message more likely positive

Selecting an Outline Deductive Sequence: Inductive Sequence: when a message begins with the major idea when a message withholds the major idea until accompanying details and explanations have been presented 6

Receiver Reaction = Outline Order BCOM Chapter 04 Receiver Reaction = Outline Order Deductive Order (main idea first) Message will please the receiver Message is routine (will not please or displease) Inductive Order (details first) Message will displease the receiver Receiver may not be interested (will need to be persuaded) 6

BCOM Chapter 04 Learning Objective 7 Prepare the first draft. 7

Get Ready to Write Message type and purpose Logical Sequence BCOM Chapter 04 Get Ready to Write Message type and purpose Logical Sequence Inductive or deductive Audience needs & perspective Begin composing message Channel and medium Context of message 7