1. 4 Planning Business Messages Business Communication:
Process and Product, 8e
Mary Ellen Guffey and Dana Loewy
Instructor PowerPoint Library, 8e
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2. Learning Objective 1
Understand the nature of communication and its barriers in the digital age.
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Communication: the transmission of information and meaning from one individual or group to another

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

4. Factors That Shape Understanding
Communication Climate
Context and Setting
Background, Experience
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Knowledge, Mood
Values, Beliefs Culture

5. Barriers That Create Misunderstanding
Bypassing
Differing
Frames of
Reference
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Distractions
Lack of Language Skills

6. Overcoming Communication Obstacles
Realize that communication is imperfect
Adapt the message to the receiver
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Improve language and listening skills
Question your preconceptions
Encourage feedback

7. Learning Objective 2
Summarize the 3-x-3 writing process and explain how it guides a writer.
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A digital message is one that is generated, stored, processed, and transmitted electronically by computers using strings of positive and nonpositive binary code (0s and 1s).

8. Defining Your Business Writing Goals
Purposeful
Economical
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Audience oriented

9. Introducing the 3-x-3 Writing Process
Analyze audience & purpose
Research background, collect info
Edit for clarity
Proofread
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Anticipate audience and its reaction to message
Organize info
Evaluate whether the message will accomplish goals
Draft first version
Adapt message to audience

10. Pacing the Writing Process
Prewriting 25%
Revising
50%
Drafting 25%
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11. Learning Objective 3
Analyze the purpose of a message, anticipate its audience, and select the best communication channel.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Why are you sending the message?
What do you hope to achieve?
Primary Purpose: To inform and to persuade
Secondary Purpose: To promote goodwill

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

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

14. Factors Affecting Channel Choice
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Message importance
Amount and speed of feedback
Need for permanent record
Cost
Degree of formality
Confidentiality and sensitivity
Receiver’s preference
Receiver’s technical expertise

15. Ten Levels of Richness in Today’s Workplace Communication Channels
Richest to Leanest 1
FACE TO FACE Richest medium. Best for persuasive, bad-news, and personal messages. 2
TELEPHONE
Best choice when two people cannot meet in person. 3
VIDEO CHAT
Best for group inter-action and consensus-building when members are dispersed. 4
Best for routine messages that do not require immediate feedback. 5 IM
Best for short online messages that need a quick response.
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16. Ten Levels of Richness in Today’s Workplace Communication Channels
Richest to Leanest 6
LETTER
For external messages that require formality, sensitivity, or a written record. 7
MEMO
To distribute interoffice information, especially when is unavail-able. 8
BLOG
To share ideas with a wide Internet audience and encourage responses. 9
REPORT
To deliver considerable data internally or externally. 10
WIKI
To provide a repository for digital information that can be easily changed.
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17. Employ expert writing techniques to adapt to your audience.
Learning Objective 4
Employ expert writing techniques to adapt to your audience.
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18. 8 Adaptive Expert Writing Techniques
1. Spotlight audience benefits
NOT: The warranty begins right away.
BUT: The warranty starts working for you immediately.
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2. Develop the “you” view
NOT: We have created an account dashboard that we love.
BUT: Your account dashboard gives you complete control.

19. 8 Adaptive Expert Writing Techniques
3. Be conversational but professional
NOT: Your report was totally awesome!
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BUT: Your report was well written.
4. Express ideas positively
NOT: We can’t ship until May 1.
BUT: We can ship on May 1.

20. 8 Adaptive Expert Writing Techniques
5. Be courteous
NOT: You must complete the report.
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BUT: Please complete the report.
6. Employ bias-free language
NOT: Our office girls can do this.
BUT: Our office workers can do this.

21. 8 Adaptive Expert Writing Techniques
7. Prefer plain language and familiar words
NOT: The remuneration is…
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BUT: The salary is…
8. Use precise, vigorous words
NOT: Please contact me.
BUT: Please me.

22. 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.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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.

23. 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.
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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.

24. Negative Expressions and Their Hidden Messages
You overlooked
You are careless
You state that
But I don’t believe you.
You failed to
What were you thinking?
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You claim that
It’s probably untrue.
You are wrong
I am right.
You do not understand
You are not very bright.
Your delay
You are at fault.
You forgot to
Besides being inefficient, you are stupid and careless.

25. Learning Objective 5
Understand how teams approach collaborative writing projects and what collaboration tools support team writing.
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26. When is team writing necessary?
When projects are larger than one person can handle
When projects have short deadlines
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When projects require the expertise or consensus of many people

27. Three Phases in Team Writing
Team members work closely to determine purpose, audience, content, and organization.
Prewriting
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Phase 2
Team members work separately to collect information and compose first draft.
Drafting
Team members work together to synthesize and edit, but individuals may do the final formatting and proofreading.
Phase 3
Revising

28. Team Collaboration Using a Wiki
Member
Administrator
Member
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Member
Member
Member
Member

29. How to Edit Team Writing Without Making Enemies
What
suggestions can you make to improve
specifics?
Is the material well organized?
What can you praise?
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Did you understand the purpose?
Make
polite statements
such as:
I would suggest…
You might consider…
How about doing this…

30. End
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