Transcript 0324782179_216049

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