©2007 by the McGraw-Hill Companies, Inc. All rights reserved. 2/e PPTPPT

©2007 by the McGraw-Hill Companies, Inc. All rights reserved. 3 Creating Effective Messages McGraw-Hill/Irwin

3 Communication Design Communication design ◦intrapersonal process of planning for and creating meaningful messages

4 Communication Design FIGURE 3.1Eight Steps of Communication Design

5 Map Out Message Goals Goal ◦outcome that you want to achieve and the reason you are communicating Primary goals ◦outcome that you want to achieve Secondary goals ◦help you to achieve your primary goals

6 Map Out Message Goals Is the Goal Feasible? Feasibility ◦practicality of your message goals What Is My Intention? Goal intention ◦what you specifically want, need, or intend to do What Response Do I Want? Response ◦reaction you want or expect from your receiver

7 Map Out Message Goals TABLE 3.1Goal Intention

8 Evaluate Your Audience Audience ◦individual or group who receives a message Does the Size of the Audience Matter? What Is the Type of Audience? Internal business audience ◦people employed by the same company External business audience ◦customers or clients and those who work in other similar organizations

9 Evaluate Your Audience TABLE 3.2Types of Audiences

10 Evaluate Your Audience What Do I Need To Know About My Audience? What’s Known and What’s New What’s Real and What’s Right

11 Evaluate Your Audience What Is the Audience Benefit? What’s First and What’s Last Empathy ◦sensitivity to someone else’s feelings and situation

12 Evaluate Your Audience FIGURE 3.2Audience Demographics

13 Evaluate Your Audience © Royalty-Free/CORBIS© © Brand X Pictures/PunchStock

14 Shape Message Content Main Idea ◦goal you want to accomplish with your message Theme ◦specific point of view about an idea or topic

15 Shape Message Content Designing Arguments Argument ◦appeal to influence behavior or belief through reasoning Framing Your Content Framing ◦tailoring a message to your specific audience Message Elements

16 Select Channels ◊Channel carries messages between people ◊Sight, sound, smell, taste, and touch Keys to Channel Selection Channel Choices

17 Select Channels FIGURE 3.3Primary Human Channels

18 Select Channels TABLE 3.3Channel Keys

19 Select Channels TABLE 3.4Channels (1 of 2)

20 Select Channels TABLE 3.4Channels (2 of 2)

21 Acquire Resources Research ◦process of acquiring information to ensure message accuracy, support a claim, or guide decision making

22 Acquire Resources TABLE 3.5Resources

23 Generate Source Credibility Source ◦live person, narrative voice, business entity, or author from whom the message is transmitted Credibility ◦making your message believable Competence ◦expertise or knowledge that a source has in a given area

24 Generate Source Credibility Reliability ◦trustworthiness of a message source Dynamism ◦demonstrated enthusiasm the source has about the message Similarity ◦connection the source has with his or her audience

25 Generate Source Credibility FIGURE 3.4Source Credibility

26 Eliminate Design Flaws Table 3.6Design Flaws (1 of 4)

27 Eliminate Design Flaws Table 3.6Design Flaws (2 of 4)

28 Eliminate Design Flaws Table 3.6Design Flaws (3 of 4)

29 Eliminate Design Flaws Table 3.6Design Flaws (4 of 4)

30 Send Message When to Transmit Timing ◦when you transmit your message Time-related messages or materials ◦have a limited life span Where to Transmit Location ◦place from which you transmit your message

31 Questions