Download - © 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
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 2
Effective Business Effective Business WritingWriting
• Purposeful
• Audience-centered
• Concise
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 3
Three-Step Writing Three-Step Writing ProcessProcess
• Planning
• Writing
• Completing
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 4
Analyze Your PurposeAnalyze Your Purpose
• General
– Inform
– Persuade
– Collaborate
• Specific
– Realism
– Timing
– Delivery
– Acceptability
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 5
Profile Your AudienceProfile Your Audience
• Identify primary audience
• Determine size
• Determine composition
• Gauge level of understanding
• Project expectations and preferences
• Estimate probable reaction
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 6
Gather InformationGather Information
• Viewpoints of others
• Reports and company documents
• Supervisors, colleagues, customers
• Audience input
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 7
Provide InformationProvide Information
• Be sure information is accurate
• Be sure information is ethical
• Be sure information is pertinent
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 8
Channel and MediumChannel and Medium
• Media richness
– Leaner
• Fliers, bulletins, and reports
– Richer
• Conversations, meetings, presentations
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 9
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
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 10
Communication ChannelsCommunication Channels
• Use a written channel
– Don’t need immediate feedback
– Detailed, complex message
– Need a permanent record
– Large, dispersed audience
– Minimize distortion
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 11
Electronic MediaElectronic Media
• Voice mail
• Teleconferencing
• Videotape
• Computer
conferencing
• Faxing
• Instant messaging
• Websites
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 12
Electronic Electronic CommunicationCommunication
• Advantages
– Speed
– Time-zones
– Dispersed audience
• Disadvantages
– Content issues
– Privacy
– Productivity
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 13
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
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 14
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.
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 15
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.
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 16
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
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 17
Establish CredibilityEstablish Credibility
• Show understanding
• Explain credentials
• Provide evidence
• Be sincere
• Believe in yourself
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 18
Politeness and CourtesyPoliteness and Courtesy
• Promote goodwill
• Practice diplomacy
• Use tact
• Be prompt
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 19
Bias-Free LanguageBias-Free Language
• Gender
• Race or ethnicity
• Age
• Disability
© Prentice Hall, 2003 Business Communication Today Chapter 4 - 20
The Company’s ImageThe Company’s Image
• Be a spokesperson
• Convey the right impression
• Minimize your own views
• Maximize company interests