Transcript Intro to core text strategies

Introduction to Core Text:
Guide to Managerial
Communication
Author: Mary Munter
What is Managerial
Communication?
• Managerial communication is different
from other kinds of communication
because a brilliant message alone is not
sufficient: you are successful only if
your message results in your desired
response from your audience.
Communicator’s Strategies
• Communication objectives: Define the general
objective and the expected action to follow: the
audience will learn something, sign, give me
info, engage in defining a strategy, approve a
plan
• Style: (content control vs. audience involvement)
– Tell/Sell
– Consult/join
• What is your credibility?
Factors and techniques that increase credibility (persuasiveness)
Factor
Based on . . .
Stress initial credibility
Increased acquired credibility
Rank
Hierarchical
power
Emphasizing your title
or rank
Associating yourself with or citing a
high-ranking person
Goodwill
Personal
relationship or
“track record”
Referring to relationship
or “track record”
Building your goodwill by emphasizing
audience benefits “what’s in it for
them”
Trustworthiness
Offering balanced evaluations; acknowledging conflicts of interest
Expertise
Knowledge,
competence
Sharing your expert
understanding
Explaining how you
gained your expertise
Associating yourself with or citing
authoritative sources
Image
Attractiveness,
audience desire
to be like you
Emphasizing attributes
audience finds attractive
Building your image by identifying
yourself with your audience’s benefits;
using nonverbals and language your
audience considers dynamic
Common
Ground
Common values,
ideas, problems,
or needs
Establishing your shared values or ideas
Acknowledging similarities with audience
Tying the message to your common ground
Audience strategy
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Who are they?
What do they know?
What do they feel?
How can you persuade them?
– Using audience benefits
– Using credibility (check table previous page)
– Using message structure
Using message structure
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Opening and closing: emphasize benefits
Problem/solution structure: First convince them that there is a problem so
you can then convince them that there is a solution
One-sided or two-sided: Two-sided for controversial topics. Helps
establishing common ground
Pro/con or con/pro. Pro/con for non-controversial
Ascending or descending order. Informed audience ascending, uninformed
descending
Foot in the door technique: break down your request
Door in the face technique: Follow an outrageous request with a reasonable
one.
Wrong structure for your presentations: Answering questions as if
the paper was an exam – communication is imagination!
Message strategy
THOUGHT PROCESS (drafting)
ends with conclusion
STRATEGIC PROCESS (writing)
emphasizes the conclusion
Bad ideas
Assumptions
Good ideas Data
Organized
ideas
Reach
conclusion
last
State
conclusion
first (usually)
Organized
ideas
Organized
ideas
Facts
Organized
ideas
TIME
Message strategy
• How can you emphasize?
– Do not bury important things in the middle
– Direct approach: front loading or bottomlining.
– Using the indirect approach: back loading or
mystery story approach (generally not
appropriate in business writing)
However – for your assignments – make them
interesting! Capture your audience's imagination!
Macrowriting
Goal:
Design document
for “high skim
value”
Signposts to show
connection
Effective
paragraphs or
sections
To increase
readability, show
organization
To show logical
progression
To organize
paragraphs or
sections
Throughout the
document
Openings
Closings
Generalization and
support
Paragraph
signposts
Methods: “Headings”
White space
Typography
Macrowriting
• Introduction: What exists, why write, how
organized.
• Closing: closure
– Ineffective:
• Introducing new topic or information
• Apologizing
• Ending abruptly.
• Paragraphs:
– (1) heading and when no heading topic sentence
– (2) Signposts to clearly connect ideas within each
paragraph or section.
Microwriting
Goal:
Editing for brevity and
accuracy
Choosing a style
To make writing concise and
ensure it is accurate
To make tone appropriate
Methods: Avoiding wordiness
Avoiding overlong sentences
and paragraphs
When writing in a second
language – use of language
is very important
Businesslike or bureaucratic?
Active or passive?
Jargon or no jargon? Jargon
only as short hand not to
show that you know the
word
Microwriting
• Avoid wordiness: See table in Munter’s book p. 73
• Avoid overlong sentences
– Clues:
• (1) Too many main ideas in a sentence, usually signalled
by using the word “and” more than once.
• (2) Hard to find main idea, usually signalled by using too
many piled-up phrases, parenthetical ideas, and qualifiers.
• Business like or bureaucratic (see p. 77)
• Active or passive?
Active
Passive
to avoid wordiness
to avoid formality
to place responsibility
to save readers time
to de-emphasize writer
to avoid responsibility
for transition
Writing Exercise: What do you want from this module?
Audience: Creator of Edulink Business Communication module (me!)
Introduction: A couple of lines which state your progression in your University course
and outline the arguments you are going to use in the rest of the document.
Body of the document: 2 or 3 headings (titles for sections – you do not need to write the
sections). These headings are stand alone sentences that in a nutshell summarize the
message the section would discuss if written (see Munter’s book). They must summarize
the content of the section that you might have written if you had the time. Remember the
document should follow a logical structure so use headings that present parallel
structures (headings that look alike in terms of writing)
Closing: A couple of sentences that summarize the reasons for your suggestions in the
body of the document, and how this would benefit you/the University/Edulink
Size – 1 page, A4, handwritten. Time allowed – 20 minutes
Think about using white space and indentation to make it pleasing to the eye and easy to
read.
The purpose of this exercise is to review what you are expecting from this module,
making suggestions as to what would be useful to include in the module, and practice
writing easy to skim documents. It can also serve as practice for your group papers /
presentations