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

© Prentice Hall, 2003 Business Communication Today Chapter 4 - 1

Planning Planning Business Business MessagesMessages


Effective Business Effective Business WritingWriting

• Purposeful

• Audience-centered

• Concise


Three-Step Writing Three-Step Writing ProcessProcess

• Planning

• Writing

• Completing


Analyze Your PurposeAnalyze Your Purpose

• General

– Inform

– Persuade

– Collaborate

• Specific

– Realism

– Timing

– Delivery

– Acceptability


Profile Your AudienceProfile Your Audience

• Identify primary audience

• Determine size

• Determine composition

• Gauge level of understanding

• Project expectations and preferences

• Estimate probable reaction


Gather InformationGather Information

• Viewpoints of others

• Reports and company documents

• Supervisors, colleagues, customers

• Audience input


Provide InformationProvide Information

• Be sure information is accurate

• Be sure information is ethical

• Be sure information is pertinent


Channel and MediumChannel and Medium

• Media richness

– Leaner

• Fliers, bulletins, and reports

– Richer

• Conversations, meetings, presentations


Communication ChannelsCommunication Channels

• Use an oral channel

– Need immediate feedback

– Relatively simple message

– Don’t need a permanent record

– Easy to assemble the audience

– Encourage interaction


Communication ChannelsCommunication Channels

• Use a written channel

– Don’t need immediate feedback

– Detailed, complex message

– Need a permanent record

– Large, dispersed audience

– Minimize distortion


Electronic MediaElectronic Media

• Voice mail

• Teleconferencing

• Videotape

• Computer

conferencing

• Faxing

• E-mail

• Instant messaging

• Websites


Electronic Electronic CommunicationCommunication

• Advantages

– Speed

– Time-zones

– Dispersed audience

• Disadvantages

– Content issues

– Privacy

– Productivity


Relating to the AudienceRelating to the Audience

• Use the “you” attitude

• Emphasize the positive

• Establish credibility

• Be polite

• Use bias-free language

• Project company’s image


The “You” AttitudeThe “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.


The “You” AttitudeThe “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.


Emphasize the PositiveEmphasize 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


Establish CredibilityEstablish Credibility

• Show understanding

• Explain credentials

• Provide evidence

• Be sincere

• Believe in yourself


Politeness and CourtesyPoliteness and Courtesy

• Promote goodwill

• Practice diplomacy

• Use tact

• Be prompt


Bias-Free LanguageBias-Free Language

• Gender

• Race or ethnicity

• Age

• Disability


The Company’s ImageThe Company’s Image

• Be a spokesperson

• Convey the right impression

• Minimize your own views

• Maximize company interests

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

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