1. Chapter 4 Planning Business Messages
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Chapter 4 Planning Business Messages
Business Communication:
Process and Product, 8e
Mary Ellen Guffey & Dana Loewy

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

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

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

5. 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.

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

7. 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

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

9. 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?

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

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

12. 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

13. 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.

14. 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.

15. 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.

16. 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 me.

17. 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.

18. 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.

19. 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.

20. 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.

21. Team Collaboration Using a Wiki