bcom ppt chapter 4444
TRANSCRIPT
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Business Communication
Today
Chapter 4
Planning Business Messages
Copyright © 2016 Pearson Education Limited 1Chapter 4
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Learning Objectives
1. Describe the threestep !ritingprocess.
2. E"p#ain !hy it$s important toana#y%e a communicationsituation in order to de&ne your
purpose and proe your audiencebe'ore !riting a message.
(. Discuss the in'ormationgathering
options 'or simp#e messages.2Chapter 4 Copyright © 2016 Pearson Education Limited
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Learning Objectives
4. List 'actors to consider !henchoosing the most appropriate
medium 'or a message.). E"p#ain !hy good organi%ation is
important to both you and your
audience and #ist the tas*sin+o#+ed in organi%ing a message.
(Chapter 4 Copyright © 2016 Pearson Education Limited
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Understanding the Three-
tep !riting Process
,L- 4.1 Describe the threestep
!riting process.
Copyright © 2016 Pearson Education Limited 4Chapter 4
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The Three-tep
Process
)Chapter 4 Copyright © 2016 Pearson Education Limited
Comp#ete/riteP#an
na#y%e ituation
ather 3n'ormation
Choose ediumand Channe#
et -rgani%ed
5e+ise essage
Produce essage
Proo'read essage
Distribute essage
dapt tothe udience
Compose theessage
1 2 (
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Planning Business
Messages
Copyright © 2016 Pearson Education Limited 6Chapter 4
na#y%ing the
ituation
Choosing ediaand Channe#s
athering
3n'ormation
-rgani%ing the3n'ormation
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!riting Business
Messages
Copyright © 2016 Pearson Education Limited Chapter 4
dapting to theudience
Composing theessage
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Completing Business
Messages
Copyright © 2016 Pearson Education Limited 7Chapter 4
5e+ising 'or C#arity
and Conciseness
Proo'reading the8ina# Product
Producing the
essage
Distributing theessage
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Optimi"ing #our
!riting Time
9Chapter 4 Copyright © 2016 Pearson Education Limited
P#anning /riting Comp#eting0:
2):
)0:
):
100:
)0: 2): 2):
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Planning $%ectively
Copyright © 2016 Pearson Education Limited 10Chapter 4
;Pro+ide the 5ight3n'ormation
;/rite essages ore
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ummary o& 'iscussion
• 3n this section> !e discussed the'o##o!ing? – @he @hreetep Process? P#anning>
/riting> and Comp#eting
– -ptimi%ing Aour /riting @ime
–P#anning EBecti+e#y
• @he ne"t section !i## co+er Analyzing the Situation.
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(naly"ing the ituation
,L- 4.2 E"p#ain !hy it$s important to
ana#y%e a communication situation inorder to de&ne your purpose andproe your audience be'ore !riting a
message.Copyright © 2016 Pearson Education Limited 12Chapter 4
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1(Chapter 4 Copyright © 2016 Pearson Education Limited
enera#
Purpose
• @o 3n'orm•
@o Persuade• @o Co##aborate
peci&
cPurpos
e
• /hat Aou$## ccomp#ish
• /hat udience /i## Do• /hat udience /i## @hin*
'e)ning #our Purpose
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(naly"ing #our
Purpose
14Chapter 4 Copyright © 2016 Pearson Education Limited
/i## the essage Changenything
3s Aour Purpose 5ea#istic
3s the @iming o' the essage
5ight /i## Aour Purpose =ecceptab#e
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'eveloping an
(udience Pro)le
Copyright © 2016 Pearson Education Limited 1)Chapter 4
3denti'y Primary udience
embers
Determine udience i%e andLocation
Determine Composition o' theudience
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'eveloping an
(udience Pro)le
Copyright © 2016 Pearson Education Limited 16Chapter 4
auge @heir Le+e# o'
nderstanding
Consider E"pectations andPre'erences
8orecast @heir Probab#e 5eaction
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ummary o& 'iscussion
• 3n this section> !e discussed the'o##o!ing? – De&ning Aour Purpose
– na#y%ing Aour Purpose
– De+e#oping an udience Proe
• @he ne"t section !i## co+erGathering Information.
Copyright © 2016 Pearson Education Limited 1Chapter 4
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*athering +n&ormation
,L- 4.( Discuss in'ormationgathering
options 'or simp#e messages andidenti'y three attributes o' ua#ityin'ormation.
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Using +n&ormal
Techni,ues• Consider the audience$s
perspecti+e.
• Listen to the community.
• 5ead reports and companydocuments.
• ur+ey super+isors> co##eagues> andcustomers.
• s* your audience 'or input.Copyright © 2016 Pearson Education Limited 19Chapter 4
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Uncovering (udience
eeds
Copyright © 2016 Pearson Education Limited 20Chapter 4
Feeds @hatre pparent
Feeds @hatre Gidden
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.inding #our .ocus
sing Disco+ery @echniues?• 8ree !riting
−i#ence your Hinner critic.I
−E"press your ideas.
• *etching
− @hin* +isua##y.−5e#ease trapped ideas.
Copyright © 2016 Pearson Education Limited 21Chapter 4
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Providing /e,uired
+n&ormation
Copyright © 2016 Pearson Education Limited 22Chapter 4
/hen/ho
/hy
Go!
/hat Journa#istic
pproach
/here
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2(Chapter 4 Copyright © 2016 Pearson Education Limited
$nsuring +n&ormation
0uality;3s the 3n'ormation ccurate
;3s the 3n'ormation Ethica#
;3s the 3n'ormation Pertinent
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ummary o& 'iscussion
• 3n this section> !e discussed the'o##o!ing? – sing 3n'orma# @echniues – nco+ering udience Feeds – 8inding Aour 8ocus –
Pro+iding 5euired 3n'ormation – Ensuring 3n'ormation
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electing the BestCombinationo& Media and Channels
,L- 4.4 List the 'actors to consider
!hen choosing the most appropriatemedium 'or a message.
Copyright © 2016 Pearson Education Limited 2)Chapter 4
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The Most CommonMedium and Channel
Combinations
Copyright © 2016 Pearson Education Limited 26Chapter 4
3nPersonChanne#
Digita# Channe#
-ra# edium
3nPersonChanne#
Digita# Channe#
/rittenedium
3nPersonChanne#
Digita# Channe#Kisua# edium
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Oral Medium
Copyright © 2016 Pearson Education Limited 2Chapter 4
3nPerson
Channe#
• -neon-neCon+ersations
•
8orma# Presentations• 8aceto8ace3nteractions
Digita#Channe
#
• @e#ephone Ca##s• Podcasts• Koicemai# essages
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!ritten Medium
Copyright © 2016 Pearson Education Limited 27Chapter 4
Print
Channe#
• 5outine emos•
=usiness Letters• 5eports and Proposa#s
Digita#Channe
#
• @!eeting and @e"ting
• /ebsite Contents• =oo*Length
5eports
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1isual Medium
Copyright © 2016 Pearson Education Limited 29Chapter 4
Print
Channe#
• Photographs•
Diagrams• Charts and raphs
Digita#Channe
#
• 3n'ographics
• 3nteractionnimation
• Digita# Kideo
h ll &
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Challenges o&Communication on
Mobile 'evices
Copyright © 2016 Pearson Education Limited (0Chapter 4
ConsumingDigita#edia
;creen i%e and5eso#ution
;3nput @echno#ogies
;=and!idth and
Connecti+ity ;Data and -peratingCosts
C id
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.actors to Consider!hen Choosing Media
and Channels
Copyright © 2016 Pearson Education Limited (1Chapter 4
edia
5ichness
Le+e# o'
8orma#ity
ediaLimitations
Channe#Limitations
. C id
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.actors to Consider!hen Choosing Media
and Channels
Copyright © 2016 Pearson Education Limited (2Chapter 4
essage
rgency essage Cost
udiencePre'erences
ecurity andPri+acy
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ummary o& 'iscussion
• 3n this section> !e discussed the'o##o!ing? – Common edia and Channe#
Combinations
– Cha##enges o' Communication on
obi#e De+ices – 8actors to Consider /hen Choosing
edia and Channe#s
• @he ne"t section !i## co+erOr anizin Your Information.
Copyright © 2016 Pearson Education Limited ((Chapter 4
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Organi"ing #our
+n&ormation,L- 4.) E"p#ain !hy good
organi%ation is important to both youand your audience and #ist the tas*sin+o#+ed in organi%ing a message.
Copyright © 2016 Pearson Education Limited (4Chapter 4
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(6Chapter 4 Copyright © 2016 Pearson Education Limited
'e)ning #our Main
+dea/hat$s the
@opic
@he -+era##
ubMect
/hat$s the
ain 3dea
Aour
tatementbout the @opic
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*enerating Creative
+deas
(Chapter 4 Copyright © 2016 Pearson Education Limited
/hat$sthe
ain
3dea
• =rainstorming
• Journa#istic
pproach
•
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Limiting #our cope
(7Chapter 4 Copyright © 2016 Pearson Education Limited
4 a i n 3 d e
a ;3n'ormation Aou Present
;-+era## Length o' theessage
;Le+e# o' Detai# in theessage
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3. 8irst maMor point. 8irst subpoint
1. E"amp#es ande+idence
2. E"amp#es ande+idence
a. Detai#b. Detai#=. econd subpoint
33. econd maMor point
. 8irst subpointCopyright © 2016 Pearson Education Limited 40Chapter 4
Logica#
EBecti+e
Outlining #our Content
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Outlining #our Content
Copyright © 2016 Pearson Education Limited 41Chapter 4
ain 3dea
2nd ubpoint
(rd ubpoint
1st ubpoint
E"amp#e
E"amp#e
E"amp#e
E"amp#e
E"amp#e
E"amp#e
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tructuring the
Message
Copyright © 2016 Pearson Education Limited 42Chapter 4
tart !ith the ain 3dea
tate the aMor Points
Pro+ide E"amp#es andE+idence
3
5
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+nterest 2ith
torytellingTechni,ues
4(Chapter 4 Copyright © 2016 Pearson Education Limited
3nspiration
@eaching
/arning
Persuasion
@he =eginning
@he idd#e
@he Ending
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ummary o& 'iscussion
• 3n this section> !e discussed the'o##o!ing? – EBecti+e -rgani%ation – De&ning Aour ain 3dea
– enerating Creati+e 3deas
– Limiting Aour cope
Copyright © 2016 Pearson Education Limited 44Chapter 4
(Continued on Net Slide!
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Business Communication
TodayChapter 4
Planning Business Messages