1. BCOM 3 7 Planning and Decision Making LEHMAN/ DUFRENE
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2. LEARNING OUTCOMES
1 Consider contextual forces that may affect whether, how, to whom, and when a message is sent
2 Identify the purpose of the message and the appropriate channel and medium
3 Develop clear perceptions of the audience to enhance the impact and persuasiveness of the message, improve goodwill, and establish and maintain credibility of the communicator
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3. LEARNING OUTCOMES (continued)
4 Apply tactics for adapting messages to the audience, including those for communicating ethically and responsibly
5 Recognize the importance of organization when planning the first draft
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4. Figure 3.1
Process for Planning and Preparing Spoken and Written Messages
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5. Step 1: Consider the Applicable Contextual Forces
Organizational culture
Shared assumptions that a group learns as it solves external adaption and internal integration problems
Taught to new members as a correct way to perceive, think, and feel
Affects the type, amount, and quality of communication within an organization
Competing Value Framework - Culture types
Clan culture
Adhocracy culture
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6. Step 1: Consider the Applicable Contextual Forces
Market culture
Hierarchy culture
Dimensions of context
Physical context
Social context
Chronological context
Cultural context
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7. Purpose of business messages
Step 2: Determine the Purpose, and Select an Appropriate Channel and Medium
Purpose of business messages
To enable the receiver to understand logical information
To establish a good relationship with the audience
To establish and maintain credibility as a professional in order to increase persuasiveness
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8. Channels of Communication
Memos, letters, s, instant or text messaging, faxes, press releases, company web sites, blogs, blog applications, and reports
Written
Face-to-face or interpersonal, telephone, voice messages, tele and videoconferences, speeches, meetings, and podcasts
Oral
Supplements oral forms
Nonverbal
Supplements written and oral communication in the form of diagrams, photographs, charts, tables, video, and artwork
Visual
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9. Channel choice considerations
Step 2: Determine the Purpose, and Select an Appropriate Channel and Medium
Channel choice considerations
Richness versus leanness
Need for interpretation
Speed of establishing contact
Time required for feedback
Cost
Amount of information conveyed
Need for a permanent record
Control over the message
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10. Step 3: Envision the Audience
Focus on relevant information known about the audience
Age
Economic level
Educational/occupational background
Needs and concerns of the audience
Culture
Rapport
Expectations
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11. Step 3: Envision the Audience
Enhances one’s message by:
Helping build long-lasting personal and business relationships
Addressing the audience’s needs and concerns
Simplifying the task of organizing one’s message
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12. Step 4: Adapt the Message to Audience Needs and Concerns
Focus on the audience’s point of view
Communicate ethically and responsibly
Build and protect goodwill
Use simple and contemporary language
Write concisely and project a positive tone
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13. Step 5: Organize the Message
Outlining: Identifying central ideas and details and arranging them in the right sequence, prior to writing
Sender benefits
Encourages accuracy and brevity
Permits concentration
Saves time in structuring ideas
Provides a psychological lift
Facilitates emphasis and de-emphasis
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14. Step 5: Organize the Message
Receiver benefits
Concise and accurate messages
Easier distinction and recall of ideas
Influences positive reactions to the message and the sender
Arrange ideas to achieve a desired goal
Identify the central idea of the message
Predict the most likely audience reaction to the message
Accordingly list the central idea
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15. Process of Selecting an Outline for a Spoken or Written Message
Figure 3.3
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16. Step 5: Organize the Message
Sequence of minor ideas can be based on:
Time
Space
Familiarity
Importance
Value
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17. KEY TERMS Organizational culture Libel Slander Outlining Deductive
Inductive
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18. Contextual forces to be considered while planning a message
SUMMARY
Contextual forces to be considered while planning a message
Organizational culture
Dimensions of context
The main purpose of a business message is to enable the receiver to understand the message
Channels of communication - Visual, written, oral, and nonverbal
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19. Tactics for adapting messages to the audience
SUMMARY
In order to obtain a clear perception of the audience, one has to focus on the relevant characteristics of the receiver
Tactics for adapting messages to the audience
Focus on the audience’s point of view
Communicate ethically and responsibly
A good message must be complete, accurate, fair, reasonable, ethical, and logical
Message should not be sent if it does not fit the standards
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