Excellence in business communication 12e by vthill and brovee chapter 04

Explain why it’s important to analyze a communication situation in order to define your purpose and profile your audience before writing a message.. List the factors to consider when

Excellence in Business Communication

Excellence in Business Communication

Chapter 4 Planning Business Messages

1 Describe the three-step writing

process

2 Explain why it’s important to

analyze a communication situation

in order to define your purpose

and profile your audience before

writing a message.

3 Discuss Information-gathering

options for simple messages, and

identify three attributes of quality

information.

Learning Objectives

(1 of 2)

4 List the factors to consider when

choosing the most appropriate

medium for a message.

5 Explain why good organization is

important to both you and your

audience, and list the tasks

involved in organizing a message.

Learning Objectives

(2 of 2)

Understanding the

Three-Step Writing Process

Understanding the

Three-Step Writing Process

(LO 1) Describe the three-step writing

process.

The Three-Step

Process

Complete Write

Adapt to the Audience

Compose the Message

Organizing the

Information

Planning Business

Messages

Message

Revising for Clarity

Analyzing the Situation

(LO 2) Explain why it’s important to analyze a communication situation in

order to define your purpose and

profile your audience before writing a

message.

Defining Your Purpose

Gener

al Purpos

e

• What You’ll Accomplish

• What Audience Will Do

• What Audience Will Think

Is Your Purpose Realistic?

Is the Timing of the Message Right?

Is the Timing of the Message Right?

Will Your Purpose Be Acceptable?

Will Your Purpose Be Acceptable?

Developing an Audience Profile (1 of 2)

Developing an Audience Profile (1 of 2)

Developing an Audience Profile (2 of 2)

Developing an Audience Profile (2 of 2)

Using Audience Analysis to Plan a

Message

Using Audience Analysis to Plan a

Message

Predicting the Effects

of Audience Composition

Predicting the Effects

of Audience Composition

• Consider the audience’s

perspective.

• Listen to the community.

• Read reports and company

Uncovering Audience

Needs

Needs That

Are Apparent

Needs That

Are Apparent

Needs That Are Hidden Needs That Are Hidden

Is the Information Accurate?

Is the Information Ethical?

Is the Information Pertinent?

Providing Required

Information

Selecting the Best

Combination

of Media and Channels

Selecting the Best

Combination

of Media and Channels

(LO 4) List the factors to consider

when choosing the most appropriate

medium for a message.

The Most Common Medium and Channel

Combinations

In-Person Channel

Digital Channel Oral Medium

In-Person Channel

Digital Channel

Written Medium

In-Person Channel

Digital Channel Visual Medium

• Digital Video

Visual Medium

Challenges of Communication on

Bandwidth and Connectivity

Bandwidth and Connectivity Data and Operating

Costs Data and Operating

Costs

Media Richness

Media Richness Level of

Formality

Level of Formality

Media Limitations

Media Limitations Limitations Channel

Channel Limitations

Factors to Consider When Choosing Media

and Channels

(1 of 2)

Message Urgency

Message Urgency Message Cost Message Cost

Audience Preferences

Audience Preferences Security and Privacy

Security and

Privacy

Factors to Consider When Choosing Media

and Channels

(2 of 2)

Organizing Your

Information

Organizing Your

Information

(LO 5) Explain why good organization

is important to both you and your

audience, and list the tasks involved in

organizing a message.

Effective Organization

Helps Readers Helps Writers

Aids Understanding

Boosts Acceptance

Saves Time

Saves Time Saves Energy

Builds Reputation

Defining Your Main

Your Statement About the

Topic

Your Statement About the

Topic

Defining Topic and

Main Idea

Limiting Your Scope

a •Information You Present

•Overall Length of the Message

•Level of Detail in the Message

Direct Approach Indirect Approach Audien

ce

Reacti

on

Eager, interested, pleased, neutral Displeased

Uninterested, unwilling

news

Buffer statement; lead

up to reasons

Statement or question

Messa

ge

Body

Necessary details Provide reasons; state bad news

Arouse interest; build desire to

act

Messa Cordial

Choosing Between Direct and Indirect Approaches

I First major point

A First subpoint

1 Examples and evidence

2 Examples and evidence

Improving the Organization of Your

Message (1 of 2)

Improving the Organization of Your

Message (2 of 2)

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