Transcript Chapter 3 Lecture Slides

Chapter 3
Lecture Slides
Planning Spoken and
Written Messages
Business Communication, 15e
Lehman and DuFrene
Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
The Importance of Strong
Business Writing Skills
Majority of jobs require writing skills
 1/3 off all worker write poorly
 Could be a competitive advantage
for you!
 $3.1B spent annually in training

Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
Process for Planning and Preparing Spoken
and Written Messages
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
Step 1a: Determine the
Purpose of the Message
What do you hope to accomplish
with the message?
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Get information?
Answer a question?
Accept an offer?
Deny a request?
Seek support for or sell a product or idea?
Apologize?
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
Step 1b: Select a Channel
(Cost vs. Personalization trade-off)
Situation
Channel/Justification
Tell a customer
damaged
merchandise will
be replaced
Telephone or face-to-face:
Lends importance to the
message; more personal
Notify a sales rep
of job termination
Face-to-face:
Lends importance to the
message; tells employee,
“You matter.”
Inform employees
of a new Internet
usage policy
Email: Routine matter;
mass distribution
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
Step 1b: Select a Channel (Cost
vs. Personalization trade-off)
Figure 3-2 on Page 76
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2-way, Face to Face
– 1:1 Conversation
– Group Meeting
– Teleconference
• 2-way, Not Face to Face
– Telephone
– E-mail, IM, or Text
• 1-way, Not Face to Face
– Letter
– Report/Proposal
– All 2-way Not Face to Face methods
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
Step 2: Envision the Audience
What should you learn
about your audience?
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Age – appropriateness, lingo
Education and work background – watch
out for acronyms and jargon
Needs and concerns of receiver
Culture – language, expressions, style
Rapport – existing relationship dynamics
Expectations of receivers
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
Step 2: Envision the Audience
Envisioning the Audience in advance will
allow the sender to:
1. Establish rapport and credibility
2. Address the receivers needs = providing
the right information efficiently (step 3)
3. Simplifying the task of organizing the
message (step 4)
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
Step 3: Adapt the Message
to the Audience
1. Focus on the Receiver’s Point of View
2. Communicate ethically and responsibly
3. Build and protect good will
4. Use simple, contemporary language
5. Write concisely
6. Project a positive, tactful tone
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
1.Focus 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 extra day of
vacation.
You earned an extra day of
vacation because of your
performance.
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
2. Communicate Ethically
and Responsibly
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State information as truthfully and fairly as
possible
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Do not exaggerate facts (tempting!)
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Support viewpoint with facts and
differentiate facts from opinions
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State ideas with consideration – avoid
anger, criticism, embarrassing people as
well as illegal defamation (libel)
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Design honest graphics and charts
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
3. Build and Protect Goodwill
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“Euphemisms” can be okay, but can be
transparent – don’t perfume the pig!
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Avoid “corporate speak” – trying to
sound professional while hiding the truth
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Avoid condescending or demeaning
expressions (ex: bean counters)
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Specific vs. General – it depends – see
page 89
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Watch out for biases – gender, ethnicity,
age, disability (pages 89-92)
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
4. Use Contemporary
Language and Simple Words
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Eliminate outdated expressions
Don’t try to be too formal
Eliminate clichés
Choose simple, informal words
(audience dictated)
• Use jargon only when entire
audience shares understanding
Watch out for multi-meaning words
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
Watch out for Multi-meaning Words
.
Alex Rodriguez scored a run.
Did you ever see Jesse Owens run?
I have a run in my stocking.
There is a fine run of salmon this year.
Are you going to run this company or am I?
You have the run of the place.
What headline do you want to run?
There was a run on the bank today.
Did he run the ship aground?
I have to run (drive the car) downtown.
Who will run for president this year?
Joe flies the New York–Chicago run twice a week.
You know the kind of people they run around with.
The apples run large this year.
Please run my bath water.
5. Write Concisely (pages 96-97)
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Eliminate redundancies
Use active voice
Include only relevant details
Eliminate clichés
Do not restate ideas that are
implied
• Shorten sentences wherever
possible and logical
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
Project a Positive, Tactful Tone
(pages 98-99)
• Use positive language
• Pleasant ideas – use 2nd person (“you”)
Unpleasant ideas – avoid 2nd person
• Use subjunctive mood where possible
• Include a pleasant statement along with
a neutral or negative one
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
Step 4: Select an Outline for Spoken and
Written Messages
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
Benefits from Outlining
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Encourages accuracy and brevity = credibility
and professionalism & increased likelihood of
receiving paying attention
Saves time in structuring ideas
Improves continuity between thoughts
Provides increased confidence in the quality of
the message
Facilitates emphasis of main points and deemphasis of minor ones
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Makes relationships between ideas easier to
remember = greater receiver recall/learning
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Increases the odds of a positive reaction to the
message and the sender
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
Outlining Steps – Figure 3-3 page 101
1. Identify what your central idea is, because
you will need to decide where to place it
2. Predict what the readers’ reaction(s) will be
3. Decide whether to go with:
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Deductive Order – main idea first, then
details to follow (pleasant or routine news)
Inductive Order – details first and main
idea at end (unpleasant news or receiver
may need to be persuaded)
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western
Outlining – Sequencing of Minor Ideas
After determining deductive vs. inductive order
of central idea, minor points may be
sequenced…
• Chronologically
• By steps in a process
• By complexity, from simple to complex
• By importance – first to last or last to first
• By value – least to greatest or vice versa
Chapter 3 Business Communication, 15th edition by Lehman and DuFrene
Copyright
2008 by Thomson/South-Western