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Chapter 3 Planning Spoken and Written Messages Lecture Slides Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Process for Planning and Preparing Spoken and Written Messages Chapter 3, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Step 1a: Determine the Purpose of the Message What do you hope to accomplish with the message? Get information Answer a question Accept an offer Deny a request Sell or get support for a product or idea Apologize Chapter 3, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Step 1b: Select a Channel Situation Channel/Justification Tell a customer damaged merchandise Telephone or face-to-face: Lends importance to the message; more will be replaced personal Notify a sales rep of job termination Telephone or face-to-face: Lends importance to the message; more personal Inform employees of a new Internet usage policy Chapter 3, Business Communication, 16e, Lehman & DuFrene Email: Routine matter; mass distribution © 2011 Cengage Learning Step 2: Envision the Audience What should you learn about your audience? Age and cultural factors Economic and educational levels Work background Needs and concerns Rapport Expectations Chapter 3, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Your Turn • What are the results of not understanding the characteristics of the audience? • Give an example of a communication situation in which audience needs were not understood or addressed. Chapter 3, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Step 3: Adapt the Message to the Audience • Focus on the ________ receiver’s point of view • Communicate ________ ethically and __________ responsibly goodwill • Build and protect ________ contemporary language • Use ____________ • Use ______, simple informal words • Project a positive, ______ tactful tone • Write ________ concisely Chapter 3, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Adapting: Focusing on Receiver’s Viewpoint “Me” Attitude “You” Attitude I want to congratulate you on your award. Congratulations! You are the Employee of the Year. I am interested in ordering . . . Please send me . . . (You is the understood subject.) I give you permission to take an You earned an extra day of extra vacation day. vacation because of your performance. Chapter 3, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Adapting: Communicating Ethically and Responsibly • State information as truthfully and fairly as possible • Do not exaggerate facts • Express ideas understandably • Support viewpoint with facts • Respect and preserve receiver’s self-worth • Design honest graphics Chapter 3, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Adapting: Building and Protecting Goodwill • Use ___________ euphemisms cautiously • Avoid _____________ condescending or demeaning expressions • Use __________ connotative tone cautiously • Use _______ specific language appropriately • Use ________ bias-free language Chapter 3, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Adapting: Using Contemporary, Easily Understood Language • Eliminate outdated expressions • Eliminate clichés • Choose simple, informal words Chapter 3, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Adapting: Writing Concisely • Eliminate redundancies • Use active voice • Include only relevant details • Eliminate clichés • Do not restate ideas • Tighten using prefixes, suffixes, and compound adjectives Chapter 3, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Adapting: Projecting a Positive, Tactful Tone • State ideas using _______ positive language • Avoid using second ______ person when stating negative ideas passive voice to convey negative ideas • Use _______ • Use __________ subjunctive mood to de-emphasize negative ideas positive idea in the same • Include a ________ negative one sentence with a ________ Chapter 3, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Your Turn • Give examples of how each of the following factors can cause you to miss the mark in communicating effectively: – – – – – Distractions Misrepresentation Withholding of information Emotions and attitudes Time pressures Chapter 3, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning Step 4: Select an Appropriate Outline Chapter 3, Business Communication, 16e, Lehman & DuFrene © 2011 Cengage Learning
