Communication Midterm Assignment

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cmapp_approach-strategy-exercise.pdf

C M A P P Approach/Strategy/Exercise

C C M M A A P P P P

Context Message Audience Purpose

Product

© 2000 Nelson, a division of Thomson Learning

© 2001 Nelson, a division of Thomson Learning

Technical/Business Communications

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Context

Personal relationships Time, place, weather, etc. Situations, circumstances of influence Internal & External Interference

© 2001 Nelson, a division of Thomson Learning

Message

Situation overview Principal facts, issues, questions Significant details Primary and secondary?

© 2001 Nelson, a division of Thomson Learning

Audience

Identification critical for technical communication Receiver in transactional model Primary: principal, immediate Secondary?

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Purpose

Motivation Expectations Audience response Type:

* Inform * Persuade * Describe * Instruct

© 2002 DIWIS 1

© 2001 Nelson, a division of Thomson Learning

Product

Shape of communication Physical (document) » Memo, letter, presentation, e-mail, etc. Job (function) » Summary, proposal, etc. Transmission vehicle

© 2001 Nelson, a division of Thomson Learning

CMAPP Questions (1)

Context Underlying /sur- rounding situation? Impact on audience response? Relationship with audience? Other relationships of consequence?

Message Precise facts? Independent / segment? Everything? Specifics needed / wanted? Secondary? Sequence?

© 2001 Nelson, a division of Thomson Learning

CMAPP Questions (2)

Audience Who, precisely? Already know? Need / want to know? Level of technicality? Favorable? Benefits?

Purpose Rationale? Expectations? Type? Requested? Action request? Deadlines?

© 2001 Nelson, a division of Thomson Learning

CMAPP Questions (3)

Product Write? Phone? Visit? Shape: physical? Shape: job?

Format / Professionalism? Ensuing changes to Context, Message, Audience, Purpose?

CMAPP Strategy

1. Identify Basics obvious context (what influences?) basic message (what do you want to say? primary (immediate) audience: to whom? primary purpose (why? what is goal?)

2. Analyze Audience Primary (immediate) Secondary (positive/ negative ripple effect?)

3. Re-evaluate Purpose Short-term, intermediate, long-term (inform, persuade, etc.?)

4. Re-evaluate Context As audience and purpose analysis develop, watch for additional influences on “product setting”

5. Re-evaluate Product Appropriateness and professionalism?

© 2000 Nelson, a division of Thomson Learning

2 © 2002 DIWIS

CMAPP Strategy Analysis Use the CMAPP strategy to plan any technical, business, or professional document or presentation. Before creating your “product”, establish the main points. After you have initially defined the particular context, the principal message, the primary audience, the purpose, and the product, begin drafting your work. As you do so, examine each of the elements in more detail. You will note how each component affects the others. Consider questions like the following. Context What is the underlying/surrounding situation? How will it affect how my audience responds to me/my message? What is my audience’s relationship to me? What product (memo, letter, report, presentation, etc.) should I use? Is this message “independent”, or is it the initial, middle, or final segment of a longer process? Message Do I have something to say? What is it—exactly? Do I have a clear idea of what I am writing/speaking about? Have I excluded all unnecessary information? Do I have more than one message: a primary and one or more secondary messages? If so, have I ranked them in order of importance? Am I responding to what my audience(s) need(s) / want(s) to know? Audience Who will read this? What does my audience know already? What does my audience need/want to know? (Does my Message respond to this?) How specialized (technical) is my audience? (What have I assumed?) How will my audience benefit? Purpose Why is this document/presentation needed? What do I want to achieve? Am I trying to inform, explain, persuade, advise, recommend, evaluate, describe? Was this information requested? Am I specifying any/appropriate action? Are there deadlines involved? Have I specified them? Product What is the best way to deliver this message? Are there organizational or other constraints that affect my choice of product? How will receipt of this product affect my audience? Does my product convey a professional image? Does my product reflect “me” and “my image” the way I want it to? N.B.

You should be able to sum up the content of any technical, business, or professional document or presentation in a single statement. This might then serve to introduce a report, summarize a memo, provide an abstract of an article, or describe a seminar for a conference. Remember: if you cannot develop this succinct statement, you likely do not yet know what you are doing or why you are doing it.

© 2002 DIWIS 3

Exercise Scenario: You will tell someone about new computer system that you intend to buy.

Case 1— A personal friend

Context • In this scenario, are you female or male? • Relationship (time, durability, intimacy, etc.) • Friend’s knowledge of computers compared to

your own? • Friend’s need for a computer—your old one, for

example?

Message • What specific details and explanations will your

friend need or want in order to respond as you would like?

• What should you include? (Should you exclude anything?)

• Appropriate level of technicality?

Audience • Male? Female? • How close a friend? • Audience’s level of technicality? • What does he/she know, need to know, want to

know?

Purpose • Why are you telling your friend about the

computer? • What do want him/her to do with the

information?

Product

• What product are you using here? Why?

Case 2— Banker from whom you would like a loan to buy the computer system

Context • What is your relationship with the banker? • What kind of reputation do students have? • Have you dealt with this bank before? Impact?

Message • What specific details and explanations will the

banker need or want in order to respond as you would like?

• What should you include? (Should you exclude anything?)

• Appropriate level of technicality?

Audience • How will the bank benefit from the transaction? • What does he/she know, need/want to know? • Audience’s level of technicality? • Is anyone else likely to see/use the information?

(Secondary audience?)

Purpose • Why are you telling the banker about your

computer? • What—precisely— do want him/her to do with

the information?

Product

• What product is involved, here? Why?

4 © 2002 DIWIS

© 2002 DIWIS 5

Case 3— Your college or university instructor

Context • What is your relationship? • What does the instructor teach? • How would he/she view your obtaining the new

system? • Might your purchase have an impact on your

marks in the future? How might this be relevant to the instructor?

Message • What specific details and explanations will

he/she need or want in order to respond as you would like?

• What should you include? (Should you exclude anything?)

• Appropriate level of technicality?

Audience • Why would he/she even want to help you? • How will he/she benefit from helping you? • How “technical” an audience is he/she? • What would be of most interest to him/her?

Purpose • Are you simply offering information—and

hoping there is a reaction? • Are you, in fact, requesting something? What? • Precisely what do you want him/her to do? When,

and how? Have you been clear?

Product

• What product should I use here? Why?

Case 4—The sales representative in a “computer” store

Context • Is there any special sale or promotion going on

in the store? • Are sales staff on salary or commission? • How did you come to deal with this rep? • On what basis will you make your decision

regarding exactly what to buy?

Message • What are the main points he/she needs or wants

in order to respond as you would like? • Are additional, specific details necessary? If so,

which? • What should you include? Should you exclude

anything? • What would be the appropriate level of

technicality?

Audience • What can you deduce about the rep within the

first moment or two? How are these observations relevant to you?

• How will he/she benefit from helping you? • How “technical” an audience is he/she? • What does the clerk need and want to know?

Purpose • Do you intend to buy from this store or are you

“comparison shopping”? • Is your motivation short term or something else?

How does this affect your message? • Precisely what do you want the rep to do? When,

and how? Have you been clear?

Product

• What is your product? • How does this product affect the other CMAPP

components

  • CMAPP Strategy Analysis
  • Exercise
    • Case 1— A personal friend
      • Context
      • Message
      • Audience
      • Purpose
      • Product
    • Case 2— Banker from whom you would like a loan to
      • Context
      • Message
      • Audience
      • Purpose
      • Product
    • Case 3— Your college or university instructor
      • Context
      • Message
      • Audience
      • Purpose
      • Product
    • Case 4—The sales representative in a “computer” s
      • Context
      • Message
      • Audience
      • Purpose
      • Product