Spring 2009: Section 4 – Lecture 4 Reading: Chapter 4 Chapter 7.
Chapter 4
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Transcript of Chapter 4
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Chapter 4 - 1
PLANNING BUSINESS MESSAGES
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The Three-Step Process
Analyze Situation
Gather Information
Select Medium
Get Organized
Revise
Produce
Proofread
Distribute
Adapt to the Audience
Compose the Message
Planning Completing Writing
OPTIMIZING YOUR TIME
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50% Planning
25% Writing 25% Completing
Analyzing the Situation
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Who is the Audience?
What is the Purpose?
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Define Your Purpose
General Purpose Specific Purpose
To Inform
To Persuade
To Collaborate
Your Goals
Audience Actions
Audience Thoughts
Check Your Purpose
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What will change?
Is it realistic?
Is the timing right?
Is it acceptable?
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Profile Your Audience
Knowledge Level
Expectations
Probable Reaction
Primary Members
Size and Location
Composition
Gathering Information
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Find your focus
Provide information
Uncover needs
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Select the Medium
Oral Written
Electronic Visual
Oral communication
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•Conversations
• Interviews
•Speeches or Presentations
•Meetings
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Written Communication
Memos Letters
Reports Proposals
Visual Communication
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Powerpoint
Graphs, Charts,
etc.
Video
Multimedia
Electronic
Communication
• Oral Media • Written Media • Visual Media
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Choosing the Medium
Message Urgency
Cost Factors
Audience Preferences
Media Richness
Media Limitations
Message Formality
Benefits of Organization
Good Organization
Clear Thinking
Easy to Understand Well Received and Clearly Understood
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Figure 4.8
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Overall Subject of the Message
Specific Statement About the Topic
The Topic
The Main Idea
Defining the Main Idea
Generating ideas: Brainstorming
Generating ideas: Mind mapping
Generating ideas: Question-and-answer chain
Work back towards your message beginning with anticipated audience questions
Generating ideas: Informal outline
Limiting Message Scope
Based on Audience Knowledge
Only relevant supporting
information
Information overload
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Choosing the Approach
Direct Approach Indirect Approach
Receptive or Skeptical Audience
Message Length e.g., Short versus Longer
Message Type—Routine and Positive,
Negative, Persuasive
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Basic Message Structure
State main idea
State major points
Provide evidence
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Organizing the Content: The Formal Outline
I. First Major Point A. First subpoint B. Second subpoint
1. Evidence 2. Evidence
C. Third subpoint II. Second Major Point
A. First subpoint B. Second subpoint
1.0 First Major Point 1.1 First subpoint 1.2 Second subpoint
1.2.1 Evidence 1.2.2 Evidence
1.3 Third subpoint 2.0 Second Major Point
2.1 First subpoint 2.2 Second subpoint
Alphanumeric Decimal
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Organization Chart Outlines
The Main Idea
I. Major Point II. Major Point III. Major Point
A. Evidence
B. Evidence
C. Evidence
A. Evidence
B. Evidence
C. Evidence
A. Evidence
B. Evidence
C. Evidence