© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 1

Planning Planning Business Business MessagesMessages

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 2

Effective Business Effective Business WritingWriting

• Purposeful• Audience-centered• Concise

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 3

Three-Step Writing Three-Step Writing ProcessProcess

• Planning your message• Writing your message• Completing your message

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 4

Analyze the SituationAnalyze the Situation

• Purpose• Schedule• Audience

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 5

Define Your PurposeDefine Your Purpose

• General– Inform– Persuade– Collaborate

• Specific– Realism– Timing– Delivery– Acceptability

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 6

Profile Your AudienceProfile Your Audience• Identify primary audience• Determine size• Determine composition• Gauge level of understanding• Consider expectations and preferences• Estimate probable reaction

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 7

Gather InformationGather Information

• Viewpoints of others• Reports and company documents• Supervisors, colleagues, customers• Audience input

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 8

Audience Information Audience Information NeedsNeeds

• Required information– Accurate– Ethical– Pertinent

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 9

Adapting the MessageAdapting the Message

• Channel• Medium• Rapport

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 10

Communication ChannelCommunication Channel• Oral

– Telephone– Face-to-face– Speeches– Electronic media

• Written– Letters – Memos– E-mail– Reports

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 11

Media RichnessMedia Richness

• Informational cues• Feedback• Personal focus

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 12

Communication ChannelsCommunication ChannelsUse An Oral Channel Use A Written Channel

•Don’t need immediate feedback

•Detailed, complex message

•Need permanent record

•Large, dispersed audience

•Minimize distortion

•Need immediate feedback

•Relatively simple message

•Don’t need permanent record

•Easy to assemble audience

•Encourage interaction

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 13

Electronic MediaElectronic Media

• Voice mail• Teleconferencing• Videotape• Computer

conferencing

• Faxing• E-mail• Instant messaging• Web sites

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 14

Electronic Electronic CommunicationCommunication

• Advantages– Speed– Time-zones– Dispersed audience

• Disadvantages– Content issues– Privacy– Productivity

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 15

Relating to the AudienceRelating to the Audience• Use the “you” attitude• Emphasize the positive• Establish credibility• Be polite• Use bias-free language• Project company’s image

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 16

The “You” AttitudeThe “You” Attitude

• Instead of this: To help us process this order, we must ask for another copy of the requisition.

• Use this: So that your order can be filled promptly, please send another copy of the requisition.

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 17

The “You” AttitudeThe “You” Attitude

• Instead of this: You should never use that type of paper in the copy machine.

• Use this: That type of paper doesn’t work very well in the copy machine.

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 18

Emphasize the PositiveEmphasize the Positive

• Instead of this: It is impossible to repair your vacuum cleaner today.

• Use this: Your vacuum cleaner will be ready by Tuesday.

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 19

Emphasize the PositiveEmphasize the Positive• Instead of this:

– Cheap merchandise– Toilet paper– Used cars– High-calorie foods– Elderly person– Pimples and zits

• Use this:– Bargain prices– Bathroom tissue– Resale cars– High-energy food– Senior citizen– Complexion

problems

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 20

Establish Your CredibilityEstablish Your Credibility

• Find common ground• Explain your credentials• Refer to a trusted authority• Provide ample evidence

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 21

Politeness and CourtesyPoliteness and Courtesy

• Promote goodwill• Practice diplomacy• Use tact• Be prompt

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 22

Bias-Free LanguageBias-Free Language

• Gender• Race or ethnicity• Age• Disability

© Prentice Hall, 2005 Excellence in Business Communication Chapter 4 - 23

Project the Company’s Project the Company’s ImageImage

• Be a spokesperson• Convey the right impression• Minimize your own views• Maximize company interests