Business Communication Essentials

Seventh Edition

Chapter 3
Planning Business
Messages

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The Three-Step Process
• Plan
– Analyze Situation
– Gather Information
– Choose Medium and Channel
– Get Organized
• Write
– Adapt to the Audience
– Compose the Message
• Complete
– Revise Message
– Proofread Message
– Produce Message
– Distribute Message
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The Three-Step Process

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Defining Your Purpose

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Defining Your Purpose
• General Purpose
– To Inform
– To Persuade
– To Collaborate
• Specific Purpose
– What You’ll Accomplish
– What Audience Will Do
– What Audience Will Think

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Analyzing Your Purpose

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Analyzing Your Purpose
• Will the Message Change Anything?
• Is Your Purpose Realistic?
• Is the Timing of the Message Right?
• Will Your Purpose Be Acceptable?

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Developing an Audience Profile (1 of 2)
• Identify Primary Audience Members
• Determine Audience Size and Location
• Determine Composition of the Audience

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Developing an Audience Profile (2 of 2)
• Gauge Their Level of Understanding
• Check Their Expectations/Preferences
• Forecast Their Probable Reaction

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Informal Techniques for Gathering
Information
• Consider the audience’s perspective.
• Listen to the community.
• Read reports and company documents.
• Survey supervisors, colleagues, customers.
• Ask your audience for input.

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Uncovering Audience Needs
• Needs That Are Apparent
• Needs That Are Hidden

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Providing Required Information

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Providing Required Information
• Is the Information Accurate?
• Is the Information Ethical?
• Is the Information Pertinent?

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The Most Common Medium and
Channel Combinations
• Oral Medium
– In-Person Channel
– Digital Channel
• Written Medium
– In-Person Channel
– Digital Channel
• Visual Medium
– In-Person Channel
– Digital Channel

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Oral Medium
• In-Person Channel
– Conversations
– Speeches
– Meetings
• Digital Channel
– Phone Calls
– Podcasts
– Voicemail

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Written Medium
• Print Channel
– Memos
– Letters
– Reports and Proposals
• Digital Channel
– Tweeting and Texting
– Website Contents
– Book-Length Reports

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Visual Medium
• Print Channel
– Photographs
– Diagrams
– Charts and Graphs
• Digital Channel
– Infographics
– Interaction and Animation
– Digital Video

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Factors to Consider When Choosing
Media and Channels (1 of 2)
• Media Richness
• Media Limitations
• Level of Formality
• Channel Limitations

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Factors to Consider When Choosing
Media and Channels (2 of 2)
• Message Urgency
• Audience Preferences
• Message Cost
• Security and Privacy

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Factors to Consider When Choosing Media
and Channels

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Factors to Consider When Choosing
Media and Channels

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Factors to Consider When Choosing Media
and Channels

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Effective Organization
Helps Readers Helps Writers
• Aids Understanding • Saves Time
• Boosts Acceptance • Saves Energy
• Saves Time • Builds Reputation

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Defining Your Main Idea
What’s the Topic?
• The Overall Subject
What’s the Main Idea?
• Your Statement About the Topic

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Generating Creative Ideas
What’s the Main Idea?
• Brainstorming
• Journalistic Approach
• Questions & Answers
• Storyteller’s Tour
• Mind Mapping

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Generating Creative Ideas

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Choosing Between Direct and Indirect
Approaches

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Outlining Your Content (Basic
Structure)
I. First major point
A. First subpoint
1. Examples and evidence
2. Examples and evidence
a. Detail
b. Detail
B. Second subpoint
II. Second major point
A. First subpoint
B. Second subpoint

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Structuring the Message
1. Start with the Main Idea
2. State the Major Points
3. Provide Examples and Evidence

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In-Class Assignment
1. Discuss the three steps involved in planning business messages
(minimum 500 words)
In your essay, you should:
(a) include a discussion of the three-step writing process, and
(b) briefly explain how you would know that a message you received
was/wasn’t created using the three-step writing process.

2. Describe the most important idea or concept you learned from the
topics discussed today. Explain why it is so important. (no word count)

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