BusCom04.ppt 278KB Mar 29 2010 04:55:17 AM

Planning
Business
Messages

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Business Communicat

Chapter 4 - 1

Effective Business
Writing
AudiencePurposeful
Centered

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Business Communicat

Concise

Chapter 4 - 2

Three-Step Writing
Process
Step 1
Planning

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Step 2
Writing

Step 3
Completing

Analyze

Organize

Revise

Investigate

Select

Produce

Adapt

Compose

Proofread

Business Communicat

Chapter 4 - 3

Analyze Your Purpose
General

Specific
Realism
Timing
Delivery
Acceptability

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Business Communicat

Chapter 4 - 4

Profile Your Audience
Decision Makers
and Key People

Overall Size
of Audience

Overall

Composition

Level of
Understanding

Expectations
and Preferences

Probable
Reaction

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Business Communicat

Chapter 4 - 5

Gather Information
Viewpoints
of Others

Reports and
Company Documents

Supervisors,
Colleagues, and
Customers

Audience
Input

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Business Communicat

Chapter 4 - 6

Provide Information

Accurate

Ethical
Precise

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Business Communicat

Chapter 4 - 7

Channel and Medium
Richer

Leaner

Notes, Letters,
Memos

Face-to-Face
Telephone

E-mail

Fliers, Bulletins,
Standard Reports

A Continuum of Media Richness
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Business Communicat

Chapter 4 - 8

Communication Channels
Use An Oral Channel

Use A Written Channel

•Need immediate feedback

•Don’t need immediate feedback

•Relatively simple message

•Detailed, complex message

•Don’t need permanent record

•Need permanent record

•Easy to assemble audience

•Large, dispersed audience

•Encourage interaction

•Minimize distortion

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Business Communicat

Chapter 4 - 9

Voice Mail

Electronic
Media

Teleconference

Videotape

Computer
Conference

Faxing

E-mail

Instant

Messages

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Global Communication

Websites

Business Communicat

Chapter 4 -

Speed of Information

Advantages

Time-Zone Barriers
Dispersed Audience

Electronic

Communication
Inappropriate Content

Disadvantages

Privacy Issues
Reduced Productivity

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Business Communicat

Chapter 4 -

Relating to the Audience
“You”
Attitude

Positive
Tone

Credible
Image

Polite
Treatment

Bias-Free
Language

Corporate
Image

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Business Communicat

Chapter 4 -

The “You” Attitude
Instead of This

Use This

To help us process this order,

So that your order can be filled

we must ask for another copy of

promptly, please send another

the requisition.

copy of the requisition.

Instead of This

Use This

You should never use that type

That type of paper doesn’t work

of paper in the copy machine.

very well in the copy machine.

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Business Communicat

Chapter 4 -

Emphasize the Positive
Instead of This

Use This

Cheap Merchandise

Bargain Prices

Toilet Paper

Bathroom Tissue

Used Cars

Resale Cars

High-Calorie Food

High-Energy Food

Elderly Person

Senior Citizen

Pimples and Zits

Complexion Problems

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Business Communicat

Chapter 4 -

Establish Credibility
Show
Show
Understanding
Understanding

Provide
Provide
Evidence
Evidence

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Explain
Explain
Credentials
Credentials

Be
Be
Sincere
Sincere

Business Communicat

Believe
Believe in
in
Yourself
Yourself

Chapter 4 -

Promote
Goodwill

Practice
Diplomacy

Politeness
and Courtesy
Be Prompt
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Use Tact
Business Communicat

Chapter 4 -

Gender

Race or
Ethnicity

Bias-Free
Language
Disability
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Age Bias
Business Communicat

Chapter 4 -

The Company’s Image
• Be a spokesperson
• Convey the right impression
• Minimize your own views
• Maximize company interests

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Business Communicat

Chapter 4 -