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BusinessCommunication: Processand Product, 6e
Mary Ellen Guffey
Copyright 2008
erWriting Process
Phase 1:Analyze,Anticipate,
Adapt
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide 2
Guffeys 3-x-3Writing Process
Defining BusinessCommunication
The Business Writing
Process: Phase 1
Team Writing
Reader Benefitsand You View
Legal and EthicalResponsibilities
Analyze,Anticipate, Adapt
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide 3
Business Writing Is
Purposeful
Persuasive
Economical
Reader-oriented
It is concise and doesntwaste the readers time.
It focuses on thereceiver, not the sender.
It conveys informationand solves problems.
Its goal is to make theaudience accept themessage.
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide 4
Guffeys 3-x-3 Writing
Process
Prewritin
g Writing RevisingAnalyzeAnticipate
Adapt
Research
Organize
Compose
Edit
Proofread
Evaluate
The writing process is recursive.
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide 5
Scheduling the Writing
Process
Prewritin
g Writing Revisingabout25 percentof time
about25 percentof time
about45 percentfor revising,
5 percentfor proofingDont mar your effort by
skimping on revising!
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide 6
Do All Writers Follow the
Same Steps? Writers have differentcomposition styles.
The order of writing steps
may vary.
The process is recursive,not linear.
Collaboration and workingwith a computer affect thewriting process.
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide 7
Do Short Messages Require a
Writing Process?
The steps may becondensed orperformed rapidly, but
good writers considerthem all.
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide 8
Writing With Teams: Phase 1
Analyze
Anticipate
Adapt
Phase 1:Prewriting
Team members
work closely todeterminepurpose,audience,
content,organization
Prewriting
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide 9
Writing With Teams: Phase 2Phase 2:Writing
Team members
work separately.WritingResearch
Organize
Compose
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide10
Writing With Teams: Phase 3
RevisingEditProofread
Evaluate
Phase 3:Revising
Team members
work together tosynthesize, butone person maydo final
proofreading.
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide11
Analyzing and Anticipating:
Audience, PurposeIdentify
thepurpose
Analyzethetask
Visualizeprimary
audience
Anticipatethe
audience Message
Visualizesecondar
y
audience
Select theright
channel
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide12
Comstock Images / Jupiterimages
Anticipating Three TypicalBusiness Audiences
Customers
Superiors
Colleagues
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide13
Selecting the Best Channel
Fax? E-Mail?Letter?
Memo?Voicemail?
How important is the message?
How much feedback is required?
How fast is feedback needed?
Is a permanent record necessary? How much can be spent?
How formal and confidential is themessage?
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide14
Adapting to Task and
Audience: Eight StepsSpotlight audiencebenefits.The warranty starts working for
you immediately.
Cultivate the you view.
You will receive your order.Your account is now open.
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide15
Adapting to Task and
Audience: Eight StepsUse sensitive language,avoiding gender, race, age,and disability biases.
office workers, not office girlsdoctors/they, not doctor/heornurse/she
Be conversational but
professional.Your report was excellent, notYour report was totally awesome!
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide16
Adapting to Task and
Audience: Eight StepsExpress your thoughtspositively.you will be happy to not you
wont be sorry that
Be courteous.
Please complete the report, notYou must complete the report!
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide17
Adapting to Task and
Audience: Eight StepsSimplify your languageand use familiar words.salarynot remuneration
beginnot commence
Use precise, vigorouswords.
fax me, not contact mebuystaples, not get those thingsfor me
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide18
Developing Reader Benefits
and You ViewWe are requiring all staffersto complete these forms in
compliance with companypolicy.
Please complete theseforms so that you will be
eligible for health anddental benefits.
Sender-Focused Receiver-Focused
Because we need more
space for our newinventory, we are staging atwo-for-one sale.
This two-for-one sale
makes it possible for you tobuy a years supply of
paper but pay only for sixmonths worth.
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide19
Developing Reader Benefitsand You ViewI and We View You ViewWe take pleasure inannouncing an agreementwe made with HP to allowus to offer discounted
printers in the studentstore.
An agreement with HPallows you and otherstudents to buy discountedprinters at your convenient
student store.We are issuing a refund. You will receive a refund.
We need your accountnumber before we can do
anything.
Would you mind giving meyour account number so that
I can find your records andhelp you solve this problem?
I have a few questions onwhich I would like
feedback.
Your feedback is important.Please answer a few
questions.
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide20
Negative Expressions and TheirHidden Messages
Hidden MessageNegative Expression
You are careless
But I dont believe you
You are careless
It is probably not true
I am right
You are not very bright
You are at faultYou are not only inefficientbut also stupid and careless!
You overlooked
You state that
You failed to
You claim that
You are wrong
You do not understand
Your delayYou forgot to
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide21
Adapting to Legal and Ethical
ResponsibilitiesAvoid misleadinginformation, exaggeration,half truths.
Warn consumers of risksin clear, simplelanguage.
InvestmentInformation
SafetyInformation
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide22
Adapting to Legal and Ethical
ResponsibilitiesMarketingInformation
Avoid statementsthat falsely advertiseprices, performance,
quality, or otherproduct features.
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide23
Adapting to Legal and Ethical
ResponsibilitiesHumanResourcesInformation
Avoid subjectivestatements in evaluatingemployees; describe job-related specifics
objectively.Avoid promissorystatements in job ads,application forms, and offer
letters.
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide24
Adapting to Legal and Ethical
ResponsibilitiesCopyrightInformation
Assume that everything iscopyrighted.
Understand that Internetitems are NOT in the
public domain.
Observe fair userestrictions.
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide25
Four-Factor Test to AssessFair Use1. Purpose and character of the use
Is the item to be used for profit or nonprofit?
2. Nature of copyrighted workIs the information necessary for the public good?
3. Amount and substantiality of portion usedIs the amount to be copied a small portion of a largework or a substantial portion of a small work?
4. Effect on the potential market for or value ofthe work.Does the fair-use copying interfere with the authors
potential profit from the original?
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Mary Ellen Guffey, Business Communication: Process andProduct, 6e
Ch. 4, Slide26
Ensuring Fair Use
How can you alwaysbe safe?
Ask for permission
to borrow.
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End
Mary Ellen Guffey, Business Communication: Process andP d 6
Ch. 4, Slide
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