Transcript Six Analysis Questions

McGraw-Hill/Irwin
McGraw-Hill/Irwin
Copyright © 2010 by ©2009
The McGraw-Hill
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The McGraw-Hill
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Chapter 1
Succeeding in Business
Communication and
Management
Types
Purposes
Audiences
Benefits and Costs
Criteria
Goodwill
Conventions
Analysis
Problem Solving
Types of Communication
 Verbal
 Face-to-face
 Phone
conversations
 Informal meetings
 Presentations
 E-mail messages
 Web sites
 Nonverbal
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Computer graphics
Company logos
Smiles
Size of an office
Location of people
at meetings
1-3
Communication Ability = Promotability
Good communicators
earn more
Good communicators
make good managers
1-4
Communication Purposes
 All business communication has three
basic purposes
 To inform (explain)
 To request or persuade (urge action)
 To build goodwill (make good image)
 Most messages have more than one
purpose
1-5
Audiences
 Internal
 People inside organization
 Ex: subordinates, superiors, peers
 External
 People outside organization
 Ex: customers, suppliers, distributors
1-6
Example of External Audiences
Subsidiaries
Customers
Clients
Stockholders
Investors
Lenders
Employment
agencies
General public
Potential
employees,
stockholders,
customers
Special interest
groups
Unions
Professional services
Suppliers
Distributors
Wholesalers
Franchisees
Retailers
Agents
Organization
Legislators
Gov.
Courts
Competitors
Trade assns.
Media
Foreign
governments
and offices
1-7
Benefits and Costs
 Effective communication
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Saves time
Makes efforts more effective
Communicates points more clearly
Builds goodwill
 Poor communication
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Wastes time
Wastes efforts
Loses goodwill
Creates legal problems
1-8
Criteria for Effective Messages
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Clear
Complete
Correct
Saves receiver’s time
Builds goodwill
1-9
Goodwill = Positive Image
 A goodwill message
 Presents positive image of
communicators and their
organization
 Treats audience as a person,
not a number
 Cements good relationship
between audience and
communicator
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1-10
Fastest Ways to Lose Goodwill
 Use improper courtesy titles
 Employ bureaucratic and legalistic
language
 Convey a selfish tone
 Bury the main point
 Make a vague request
 Misuse or misspell words
1-11
Conventions
 Widely accepted practices you
routinely encounter
 Vary by organizational setting
 Help people recognize, produce, and
interpret communications
 Need to fit rhetorical situation:
audience, context, and purpose
1-12
Analyze Situations: Ask Questions
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What’s at stake—to whom?
Should you send a message?
What channel should you use?
What should you say?
How should you say it?
1-13
Solving Business Communication
Problems
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Gather knowledge
Answer six analysis questions in BAC
Brainstorm solutions
Organize information to fit
 Audiences
 Purposes
 Context
 Make document visually inviting
1-14
Solving Business Communication
Problems, continued…
 Revise draft for tone
 Friendly
 Businesslike
 Positive
 Edit draft for standard English
 Names
 Numbers
 Use response to plan future messages
1-15
Gather Knowledge
 What are the facts?
 What can you infer from the
information given?
 What additional info might be helpful?
 Where could you get it?
 What emotional complexities are
involved?
1-16
Six Analysis Questions
1. Who are your audiences?
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What are relevant characteristics?
How do audiences differ?
2. What are your purposes?
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What must the message do?
What must audience know, think, or
do?
1-17
Six Analysis Questions, continued…
3. What information must you include?
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List all required points
De-emphasize or emphasize properly
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To de-emphasize
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Bury in ¶ and message
Write / speak concisely
To emphasize
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Place first or last in ¶ and message
Add descriptive details
1-18
Six Analysis Questions, continued…
4. How can you support your position?
 Reasons for your decision
 Logic behind your argument
 Benefits adapted to the audience
1-19
Six Analysis Questions, continued…
5. What audience objections do you
expect?
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Plan to overcome if possible
De-emphasize negative information
6. What part of context may affect
audience response?
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Time of year
Morale in organization
Relationship between audience and
communicator
1-20
Brainstorm Solutions
 Several possible solutions for every
communication problem
 First one you think of may not be the
best
 Measure solutions against audience
and purposes
1-21
Organize to Fit Audience, Purpose,
and the Situation
1. Put good news first
2. Put the main point/question first
3. Persuade a reluctant audience by
delaying the main point/question
1-22
Make Message Visually Inviting
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Use subject line to orient reader
Use headings to group related ideas
Use lists for emphasis
Number items if order matters
Use short paragraphs—six lines max.
1-23
Create Positive Style
 Emphasize positive information
 Give it more space
 Use indented list to set it off
 Omit negative words, if you can
 Focus on possibilities, not limitations
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Edit Your Draft
  these details
 Reader’s name
 Any numbers
 First and last ¶
  spelling, grammar,
punctuation
 Always proofread
before sending
1-25
Use Response to Plan Next Message
 Evaluate feedback you get
 If message fails, find out why
 If message succeeds, find out why
 Success = results you want, when you
want them
1-26