Transcript Communication design - McGraw Hill Higher Education

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©2007 by the McGraw-Hill Companies, Inc. All rights reserved.
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Creating
Effective
Messages
©2007 by the McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin
Communication Design
 Communication design
◦ intrapersonal process of planning for and
creating meaningful messages
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Communication Design
FIGURE 3.1 Eight Steps of Communication Design
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Map Out Message Goals
 Goal
◦ outcome that you want to achieve and the
reason you are communicating
 Primary goals
◦ outcome that you want to achieve
 Secondary goals
◦ help you to achieve your primary goals
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Map Out Message Goals
• Is the Goal Feasible?
 Feasibility
◦
practicality of your message goals
• What Is My Intention?
 Goal intention
◦
what you specifically want, need, or intend to do
• What Response Do I Want?
 Response
◦
reaction you want or expect from your receiver
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Map Out Message Goals
TABLE 3.1
Goal Intention
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Evaluate Your Audience
 Audience
◦ individual or group who receives a message
• Does the Size of the Audience Matter?
• What Is the Type of Audience?
 Internal business audience
◦
people employed by the same company
 External business audience
◦
customers or clients and those who work in other
similar organizations
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Evaluate Your Audience
TABLE 3.2
Types of Audiences
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Evaluate Your Audience
• What Do I Need To Know About My
Audience?
• What’s Known and What’s New
• What’s Real and What’s Right
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Evaluate Your Audience
• What Is the Audience Benefit?
• What’s First and What’s Last
•  Empathy
◦
sensitivity to someone else’s feelings and situation
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Evaluate Your Audience
FIGURE 3.2 Audience Demographics
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Evaluate Your Audience
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Shape Message Content
•  Main Idea
◦
goal you want to accomplish with your message
•  Theme
◦
specific point of view about an idea or topic
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Shape Message Content
• Designing Arguments
 Argument
◦
appeal to influence behavior or belief through
reasoning
• Framing Your Content
 Framing
◦
tailoring a message to your specific audience
• Message Elements
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Select Channels
◊ Channel carries messages between people
◊ Sight, sound, smell, taste, and touch
• Keys to Channel Selection
• Channel Choices
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Select Channels
FIGURE 3.3 Primary Human Channels
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Select Channels
TABLE 3.3
Channel Keys
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Select Channels
TABLE 3.4
Channels (1 of 2)
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Select Channels
TABLE 3.4
Channels (2 of 2)
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Acquire Resources
 Research
◦ process of acquiring information to ensure
message accuracy, support a claim, or guide
decision making
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Acquire Resources
TABLE 3.5
Resources
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Generate Source Credibility
 Source
◦ live person, narrative voice, business entity, or
author from whom the message is transmitted
 Credibility
◦ making your message believable
 Competence
◦ expertise or knowledge that a source has in a
given area
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Generate Source Credibility
 Reliability
◦ trustworthiness of a message source
 Dynamism
◦ demonstrated enthusiasm the source has
about the message
 Similarity
◦ connection the source has with his or her
audience
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Generate Source Credibility
FIGURE 3.4 Source Credibility
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Eliminate Design Flaws
Table 3.6
Design Flaws (1 of 4)
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Eliminate Design Flaws
Table 3.6
Design Flaws (2 of 4)
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Eliminate Design Flaws
Table 3.6
Design Flaws (3 of 4)
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Eliminate Design Flaws
Table 3.6
Design Flaws (4 of 4)
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Send Message
• When to Transmit
 Timing
◦
when you transmit your message
 Time-related messages or materials
◦
have a limited life span
• Where to Transmit
 Location
◦
place from which you transmit your message
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Questions
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