1. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 1 Planning Business Messages

2. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 2 Effective Business Writing Purposeful Audience-centered Concise

3. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 3 Three-Step Writing Process Planning Writing Completing

4. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 4 Analyze Your Purpose General –Inform –Persuade –Collaborate Specific –Realism –Timing –Delivery –Acceptability

5. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 5 Profile Your Audience Identify primary audience Determine size Determine composition Gauge level of understanding Project expectations and preferences Estimate probable reaction

6. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 6 Gather Information Viewpoints of others Reports and company documents Supervisors, colleagues, customers Audience input

7. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 7 Provide Information Be sure information is accurate Be sure information is ethical Be sure information is pertinent

8. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 8 Channel and Medium Media richness –Leaner Fliers, bulletins, and reports –Richer Conversations, meetings, presentations

9. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 9 Communication Channels Use an oral channel –Need immediate feedback –Relatively simple message –Don’t need a permanent record –Easy to assemble the audience –Encourage interaction

10. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 10 Communication Channels Use a written channel –Don’t need immediate feedback –Detailed, complex message –Need a permanent record –Large, dispersed audience –Minimize distortion

11. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 11 Electronic Media Voice mail Teleconferencing Videotape Computer conferencing Faxing E-mail Instant messaging Websites

12. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 12 Electronic Communication Advantages –Speed –Time-zones –Dispersed audience Disadvantages –Content issues –Privacy –Productivity

13. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 13 Relating to the Audience Use the “you” attitude Emphasize the positive Establish credibility Be polite Use bias-free language Project company’s image

14. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 14 The “You” Attitude Instead of this: To help us process this order, we must ask for another copy of the requisition. Use this: So that your order can be filled promptly, please send another copy of the requisition.

15. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 15 The “You” Attitude Instead of this: You should never use that type of paper in the copy machine. Use this: That type of paper doesn’t work very well in the copy machine.

16. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 16 Emphasize the Positive Instead of this: –Cheap merchandise –Toilet paper –Used cars –High-calorie foods –Elderly person –Pimples and zits Use this: –Bargain prices –Bathroom tissue –Resale cars –High-energy food –Senior citizen –Complexion problems

17. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 17 Establish Credibility Show understanding Explain credentials Provide evidence Be sincere Believe in yourself

18. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 18 Politeness and Courtesy Promote goodwill Practice diplomacy Use tact Be prompt

19. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 19 Bias-Free Language Gender Race or ethnicity Age Disability

20. © Prentice Hall, 2003 Business Communication TodayChapter 4 - 20 The Company’s Image Be a spokesperson Convey the right impression Minimize your own views Maximize company interests