1. Lecture and Resource Slides BCOM 3e, Lehman & DuFrene © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Planning Spoken and Written Messages Chapter 3

2. Learning Objectives 1. Identify the purpose of the message and the appropriate channel. 2. Develop clear perceptions of the audience to enhance the impact of the communication and human relations. 3. Apply techniques for adapting messages to the audience, including strategies for communication ethically and responsibly. 4. Recognize the importance of organizing a message before writing the first draft. 5. Select the appropriate outline (deductive or inductive) for developing messages to achieve the desired response.

3. Learning Objective 1 Identify the purpose of the message and the appropriate channel.

4. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Process for Planning and Preparing Spoken and Written Messages

5. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Get information Answer a question Accept an offer Deny a request Sell or get support for a product or idea Apologize Step 1a: Determine the Purpose of the Message What do you hope to accomplish with the message?

6. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Step 1b: Select a Channel SituationChannel/Justification Tell a customer damaged merchandise will be replaced Notify a sales rep of job termination Inform employees of a new Internet usage policy Telephone or face-to-face: Lends importance to the message; more personal Email: Routine matter; mass distribution

7. Learning Objective 2 Develop clear perceptions of the audience to enhance the impact of communication and human relations.

8. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Age and cultural factors Economic and educational levels Work background Needs and concerns RapportExpectations Step 2: Envision the Audience What should you learn about your audience?

9. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Audience Perceptions Meaning an audience derives from a message is colored by: Previous experiences Attitude toward sender and ourselves Attitude toward subject Experience with channel, especially in electronic communication

10. Learning Objective 3 Apply techniques for adapting messages to the audience, including strategies for communicating ethically and responsibly.

11. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Step 3: Adapt the Message to the Audience Focus on the ________ point of view Communicate ________ and __________ Build and protect ________ Use ____________ language Use ______, informal words Project a positive, ______ tone Write ________ receiver’s ethicallyresponsibly goodwill contemporary simple tactful concisely

12. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Adapting: Focusing on Receiver’s Viewpoint “Me” Attitude “ You ” Attitude I want to congratulate you on your award. I am interested in ordering... I give you permission to take an extra vacation day. Congratulations! You are the Employee of the Year. Please send me... (You is the understood subject.) You earned an extra day of vacation because of your performance.

13. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Adapting: Communicating Ethically and Responsibly State information as truthfully and fairly as possible Do not exaggerate facts Express ideas understandably Support viewpoint with facts Respect and preserve receiver’s self-worth Design honest graphics

14. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Adapting: Building and Protecting Goodwill Use ___________ cautiously Avoid _____________ or demeaning expressions Use __________ tone cautiously Use _______ language appropriately Use ________ language euphemisms condescending connotative specific bias-free

15. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Common Occupational Euphemisms Bean counter Accountant Ambulance chaser Lawyer Spin doctor Politician or public relations director Shrink Psychiatrist

16. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Using Connotative Words May be more easily misinterpreted than denotative words Appropriateness varies with the audience and the context

17. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Adapting: Using Contemporary, Easily Understood Language Eliminate outdated expressions Eliminate clichés Choose simple, informal words

18. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Eliminating Clichés ClichéImproved Right as rainI am feeling good. Ships that pass in the night We are working different schedules. Up the creek without a paddle He is having trouble with his work. Salt of the earthThis employee can be counted on to do a job right.

19. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Adapting: Writing Concisely Eliminate redundancies Use active voice Include only relevant details Eliminate clichés Do not restate ideas Tighten using prefixes, suffixes, and compound adjectives

20. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Adapting: Projecting a Positive, Tactful Tone State ideas using _______ language Avoid using ______ person when stating negative ideas Use _______ voice to convey negative ideas Use __________ mood to de-emphasize negative ideas Include a ________ idea in the same sentence with a ________ one positive second passive subjunctive positive negative

21. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Projecting a Positive, Tactful Tone Negative TonePositive Tone Don’t forget to submit your mileage. Please remember to submit your mileage. We cannot ship your order until you send us full specifications. You will receive your orders as soon as you send us full specifications. You neglected to indicate the specs for Part No. 332-3. Please send the complete specs for Part No. 332-3 so your order can be finalized.

22. Learning Objective 4 Recognize the importance of organizing a message before writing the first draft.

23. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Sender Benefits from Outlining Encourages ________ and ______ Permits ____________ on one phase at a time Saves time in __________ ideas Provides a ___________ lift Facilitates appropriate ________ of ideas accuracy brevity concentration structuring psychological emphasis

24. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Receiver Benefits from Outlining Makes messages more concise and accurate Makes relationships between ideas easier to distinguish and remember Promotes a positive reaction to the message and the sender

25. Learning Objective 5 Select the appropriate message pattern (deductive or inductive) for developing messages to achieve the desired response.

26. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Step 4: Select an Appropriate Outline