Business Communication Test2
all4jasmine
ch04.pptxChapter 4
Planning Business Messages
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Topics in This Chapter
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Defining Business Writing
Guffey’s 3-x-3 Writing Process
How to Analyze, Anticipate, and Adapt
Reader Benefits and the “You” View
The Team Writing Process
Legal and Ethical Responsibilities
What Business Writing Is
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Purposeful - it conveys information and solves problems
Persuasive - its goal is to make the audience accept the message
Economical – it’s concise and doesn’t waste the reader’s time
Reader-Oriented - it focuses on the receiver, not the sender
Guffey’s 3-x-3 Writing Process
The steps may be rearranged, abbreviated, or repeated.
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Prewriting
Analyze
Anticipate
Writing
Research
Compose
Revising
Edit
Proofread
Adapt
Organize
Evaluate
Scheduling the Writing Process
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Estimated Time Writers Should Spend on Each Phase of the Writing Process
Time You Should Spend in Each Phase of the Writing Process Prewriting (Thinking and Planning) Writing (Organizing and Composing) Revising (45% Revising and 5% Proofreading) 25 25 50
Components of the First Phase of the Writing Process
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Analyzing the task includes
Identifying the purpose
Selecting the best channel
Anticipating the audience includes
Visualizing primary readers
Visualizing secondary readers
Colleagues
Superiors and decision makers
Customers and general audiences
Three Major Audiences to Envision When Determining What to Write
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How important is the message?
How much feedback is required?
How fast is feedback needed?
Is a permanent record necessary?
Questions to Ask When Selecting the Best Channel for a Message
E-Mail?
Letter?
Instant Message?
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How much can be spent?
How formal is the message?
How sensitive or confidential is the message?
Questions to Ask When Selecting the Best Channel for a Message
Memo?
Voice Mail?
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Describes the extent to which a channel or medium recreates or represents all the information available in the original message
Specifies that a richer medium, such as face-to-face conversation, permits more interactivity and feedback
Media Richness Theory
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Specifies that a leaner medium, such as a report or proposal, presents a flat, one-dimensional message
Specifies that richer media enable the sender to provide more verbal and visual cues and allow the sender to tailor the message
Media Richness Theory
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Choosing Communication Channels
Media Richness Theory
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Many businesses now help customers with live chat, which requires customer representatives to be able to write clear, concise, conversational, and correct responses.
The Internet Has Increased the Need for Solid Writing Skills
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Eight Adaptive Techniques to Create a Positive Tone in a Message
Spotlight audience benefits.
For example, the warranty starts working for you immediately
Cultivate the “you” view.
For example, your account is now open
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Eight Adaptive Techniques to Create a Positive Tone in a Message
Be conversational but professional.
For example, your report was well written, not your report was totally awesome
Express thoughts positively.
For example, you will be happy to, not you won’t be sorry that
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Eight Adaptive Techniques to Create a Positive Tone in a Message
Be courteous.
For example, please complete the report, not you must complete the report!
Strive for bias-free language, avoiding gender, race, age, and disability biases.
For example, office workers, not office girls
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Eight Adaptive Techniques to Create a Positive Tone in a Message
Use plain language and familiar words.
For example, salary not remuneration
Employ precise, vigorous words.
For example, fax me, not contact me
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Sender-Focused
We are requiring all staffers to complete these forms in compliance with company policy.
Because we need more space for our new inventory, we are having a two-for-one sale.
Receiver-Focused
Please complete these forms so that you will be eligible for health and dental benefits.
This two-for-one sale enables you to buy a year’s supply of paper, but pay only for six months’ worth.
Developing Reader Benefits and the “You” View
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“I” and “We” View
We take pleasure in announcing an agreement we made with HP to allow us to offer discounted printers in the student store.
“You” View
An agreement with HP allows you and other students to buy discounted printers at your student store.
Developing Reader Benefits and the “You” View
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Ch. 4, Slide ‹#›
“I” and “We” View
We are issuing a refund.
I have a few questions on which I would like feedback.
“You” View
You will receive a refund.
Because your feedback is important, please answer a few questions.
Developing Reader Benefits and the “You” View
©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.
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Negative Expression
You overlooked
You state that
You failed to
You claim that
You are wrong
Hidden Message
You are careless.
I don’t believe you.
You are careless.
It is probably untrue.
I am right.
Negative Expressions and Their Hidden Messages
Writers are sometimes unaware of the hidden messages they send with their words.
©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.
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Negative Expression
You do not understand.
Your delay
You forgot to
Hidden Message
You are not very bright.
You are at fault.
Besides being inefficient, you are stupid and careless.
Negative Expressions and Their Hidden Messages
Writers are sometimes unaware of the hidden messages they send with their words.
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When projects are larger than one person can handle
When projects have short deadlines
When projects require the expertise or consensus of many people
Team Writing Is Often Necessary for Project Work
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Three Phases for the Team Writing Process
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Phase 3 Revising Team members work together to synthesize, but one person may do the final proofreading.
Phase 1 Prewriting Team members work closely to determine purpose, audience, content, and organization.
Phase 2 Writing Team members work separately.
When communicating investment information, avoid misleading information, exaggeration, and half truths.
When communicating safety information, warn consumers of risks in clear, simple language.
Adapting to Legal and Ethical Responsibilities
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Ch. 4, Slide ‹#›
When communicating marketing information, avoid statements that falsely advertise prices, performance capability, quality, or other product characteristics.
Adapting to Legal and Ethical Responsibilities
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Ch. 4, Slide ‹#›
When communicating human resources information
Avoid subjective statements in evaluating employees; describe job-related specifics objectively.
Avoid promissory statements in writing job ads, application forms, and offer letters.
Adapting to Legal and Ethical Responsibilities
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Ch. 4, Slide ‹#›
Assume that everything is copyrighted.
Understand that Internet items are NOT in the public domain.
Observe fair use restrictions.
Adapting to Legal and Ethical Responsibilities
©
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Ch. 4, Slide ‹#›
Four-Factor Test to Assess Fair Use
$
©
©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.
Ch. 4, Slide ‹#›
Purpose and character of the use
Is the item to be used for profit or nonprofit?
Is the information necessary for the public good?
Amount and substantiality of portion used
Is the amount to be copied a small portion of a large work or a substantial portion of a small work?
Effect on the potential market for or value of the copyrighted work
Does the fair-use copying interfere with the author’s potential profit from the original?
Nature of copyrighted work
By John S. Donnellan
How to Ensure Fair Use
Question
Ask for permission to borrow!
Answer
How can you always be safe?
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End
©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.
Ch. 4, Slide ‹#›
