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Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

2. 3 Communication Design Strategy Chapter
McGraw-Hill
© 2004 The McGraw-Hill Companies, Inc. All rights reserved.
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Chapter 3
Communication Design Strategy
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

3. Communication Design Systematic and intrapersonal process
Involves planning and creating meaningful messages
Clarifying goals
Understanding audience
Selecting right channel
Eliminating noise
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

4. Design Communication in Eight Steps
Map out message goals
Evaluate your audience
Shape message content
Select channel(s)
Acquire resources
Generate source credibility
Eliminate design flaws
Send message
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

5. Map Out Message Goals (1 of 2)
Goal: outcome you want to achieve; reason you are communicating
Primary goal: main outcome you want to achieve
Secondary goals: small goals that must be met in order to achieve primary goal
Consider goal feasibility, your intention, and desired response
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

6. Map Out Message Goals (2 of 2)
Feasibility: Is goal realistic, doable?
Intention:
What do I need or want to do?
To inform? To call to action?
To persuade? To connect?
What do I need or want from receiver?
Response: What reaction do I expect from receiver?
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

7. Evaluate Your Audience (1 of 3)
Audience: Individual or group who receives a message
Estimate audience size
Determine the type of audience
Heterogeneous or homogenous
Primary or secondary
Business, public, or intimate
Internal business or external business
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

8. Evaluate Your Audience (2 of 3)
Think about demographics, such as
Average age, gender, ethnicity, culture
Occupation, education level, income
What does audience already know about subject?
What more do they need to know
Relate new information to what they know
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

9. Evaluate Your Audience (3 of 3)
Think about values and beliefs; use demographics as clues
How does audience benefit from message?
Decide how to open, close message
Imagine yourself in audience; develop empathy
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

10. Shape Message Content (1 of 3)
Make primary goal the main idea
Brainstorm and list related points
Check the list; delete, add, combine
Reduce to one or two main points
Theme: specific point of view on idea
Should be consistent with main idea
Should run throughout message
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

11. Shape Message Content (2 of 3)
Design arguments to connect, persuade, or call to action
Support claims with reasons, evidence
Tell why receiver should act or believe a certain way
Frame the message
Refer to your audience evaluation
Tailor words to this audience
message
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

12. Shape Message Content (3 of 3)
Shape other elements besides words
Font styles and sizes
Visuals and colors
Layout, sound elements
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

13. Keys to Channel Selection (1 of 2)
Audience
From audience evaluation, what do you know about them?
Message content
Use more visuals for complex messages than for simple ones
Availability
Choose a channel you know will reach your audience
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

14. Keys to Channel Selection (2 of 2)
Appeal
What will appeal to this audience?
Effect
Will channel have the desired effect on audience?
Speed
Do you need audience to receive the message now?
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

15. Channel Choices (1 of 2) Channel Advantages Disadvantages
Interpersonal
Intrapersonal
Personal, fast, low-cost, allows feedback
Small audiences only; becomes familiar, boring
Print media
Cost-effective, fast, reaches large audiences
Static, requires literacy, slow, impersonal
Broadcast media
Educates, enter- tains, dynamic, flexible
Costly, short exposure, slow impersonal
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

16. Internal business media
Channel Choices (2 of 2)
Channel
Advantages
Disadvantages
Electronic media
Fast, persuasive, interactive, long or short message
Costly, requires coordination, no large audiences
Outdoor media
Fast, persuasive, cost-effective, large audiences
Short messages only; requires instant attention
Internal business media
Long or short message, small or large audience
Lack feedback option; slow, costly to produce
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

17. Acquire Five Resources
Time to produce and decode
Personnel needed to create message
Outsourcing: identify services and suppliers
Research (primary and secondary) to ensure accurate, up-to-date message
Capital (cost) to produce, transmit
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

18. Generate Source Credibility Four Ways
To accept message, audience must find it believable (credible)
For credibility, a source needs:
Competence: expertise, knowledge
Reliability: honesty, trustworthiness
Dynamism: enthusiasm, passion
Similarity: characteristics in common with audience
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

19. Eliminate Design Flaws
Excess information or visuals
Contradictions
Sensory overload
Cultural inconsistencies
Missing details
Content inaccuracies
Hidden agenda
Poor formatting
Spelling errors
Typos
Color variations
Inconsistent theme
Jargon
Hard-to-read text
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

20. Send Message Decide when to transmit Decide where to transmit
Timing affects receptivity of audience
Time-related materials have limited life span
Decide where to transmit
Choose a location that feels right
Create an environment that limits noise
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

21. Communication Designers Get Help at College Centers (1 of 4)
Business Writing Center
University of Washington
Goizueta Business Writing Center
Emory University, Atlanta
For best results, use Internet Explorer to view featured Web sites.
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

22. Communication Designers Get Help at College Centers (2 of 4)
Professional Communications Center
College of Engineering, University of South Carolina
Includes oral presentations, report writing and documentation
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

23. Communication Designers Get Help at College Centers (3 of 4)
The Online Writery
University of Missouri
Unique coffee shop environment
Writers’ Workshop
University of Illinois
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

24. Communication Designers Get Help at College Centers (4 of 4)
OWL (Online Writing Lab)
Purdue University
Includes handouts and slideshows
The Writing Resource Center
Bemidji State University
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

25. Online Exercise in Communication Design (1 of 2)
Form a team with two other students
Each of you take a number: 1, 2, or 3
Go and locate Top Story (usually just below the banner)
Take in the story in three channels:
Student 1
a. Read full story
b. Listen (Audio) c. Watch (Video)
Student 2
a. Listen (Audio)
b. Watch (Video)
c. Read full story
Student 3
a. Watch (Video) b. Read full story
c. Listen (Audio)
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

26. Online Exercise in Communication Design (2 of 2)
For each channel, note—
Advantages over other two channels
Examples of design flaws
Additional examples of noise
Compare notes with others on team
With one or two other teams, discuss: Which channel was most effective?
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.