Chapter 3: Planning Spoken and Written Messages PDF

Planning Spoken and Written Messages Lecture and Resource Slides BCOM 3e, Lehman 81 DuFrene Learning Objectives 1. ldentifythe purpose ofthe message and the appropriate channel. 2. Develop clear perceptionsofthe audience to enhance the impact of the communication and human relations. 3. Applyte...

Planning Spoken and Written Messages Lecture and Resource Slides BCOM 3e, Lehman 81 DuFrene Learning Objectives 1. ldentifythe purpose ofthe message and the appropriate channel. 2. Develop clear perceptionsofthe audience to enhance the impact of the communication and human relations. 3. Applytechniquesfor adapting messages to the audience, including strategiesfor communication ethically and responsibly. 4. Recognize the importance of organizing a message before writing the first draft. 5. Selectthe appropriate outline (deductiveor inductive) for developing messagesto achieve the desired response. IX] Learning Objective 1 Identify the purpose of the message and the appropriate channeL Process for Planning and Preparing Spoken and Written Messages CHAPTER Determine me purpose and seim an appraprrare chinnei Envision rne audience CHAPTER 4 3 Adan! we message in me audience's needs and concerns Organize rne message Step 1a: Determine the , Purpose of the Message What do you hope to accomplish with the message? Get -|nformat|on Answer questiona Acce P t an offer Deny a request Sell or get support for a product or idea Apologize Step 1b: Select a Channel Situation Channel/Justification Tell a customer damaged merchandise Telephone orface-to-face: Lends Will be replaced importanceto the message; more personal Notify a sales rep ofjob termination Telephone orface-to-face: Lends importanceto the message; more personal inform employees of a new Internet usage policy Email: Routine matter; mass distribution Learning Objective 2 Develop clear perceptions of the audience to enhance the impact of communication and human relations. L > . Step 2: Envision the Audience What should you learn about your audience? Age and cultural factors Economic and . educational levels Work background Needs and Rapport Expectations concerns llu.- Audience Perceptions Meaning an audience derives from a message is colored by: . Prewous . experiences Attitude toward subject Attitude toward sender and ourselves Experience with channel, especially in electronic communication Learning Objective 3 Apply techniques for adapting messages to the audience, including strategies for communicating ethically and responsibly. m Step 3: Adapt the Message to the Audience - Focus on the receiver's point of view - Communicate ethicaIhL and responsibly - Build and protect goodwill - Use contemporary language - Use simple, informal words - Project a positive, tactful tone - Write concisely '>>'d>aptdo‘d,p"’i’ » r: r -= Adapting: Focusing on Receiver’s Viewpoint “M e” Attitude “You" Attitude l want to congratulate YOU 0" Congratulations! You are the your award. Employee of the Year. I am interested in ordering... Please send me... (You is the understood subject.) I give you permission to take an extra vacation day. You earned an extra day of vacation because of your performance. m Adapting: Communicating Ethically and Responsibly - State information as truthfully and fairly as possible 0 Do not exaggerate facts 0 Express ideas understandably - Support viewpoint with facts 0 Respect and preserve receiver's self-worth 0 Design honest graphics m Adapting: Building and Protecting Goodwill 0 Use eughemisms cautiously - Avoid conggscengingor demeaning expressions - Use connotative tone cautiously ° Use specific language appropriately - Use bias-free language Ls, Common Occupational Euphemisms Accountant Lawyer Politician or public relations director Psychiatrist - Bean counter - Ambulance chaser ' Spln doctor - Shrink m Using Connotative Words 0 May be more easily misinterpreted than denotative words - Appropriateness varies with the audience and the context W Adapting: Using Contemporary, Easily Understood Language - Eliminate outdated expressions - Eliminate clichés - Choose simple, informal words Eliminating Clichés Cliché Improved Right as rain lam feelinggood. Ships that pass in the night We are working different schedules. Up the creek withouta paddle He is having trouble with his work. Salt of the earth This employee can be counted on to do a job right. Adapting: Writing Concisely - Eliminate redundancies 0 Use active voice 0 Include only relevant details 0 Eliminate clichés 0 Do not restate ideas 0 Tighten using prefixes, suffixes, and compound adjectives W Adapting: Projecting a Positive, Tactful Tone - State ideas using gositive language - Avoid using second person when stating negaflveideas - Use Eassive voice to convey negative ideas 0 Use subiunctive mood to de-emphasize negafiveideas - IncIudea gositive idea in the same sentence with a negative one Lt, Projecting a Positive, Tactful Tone Negative Tone Positive Tone Don't forget to submit your Please rememberto submit mileage. your mileage. We cannot ship your order until you send us full specifications. You will receive your orders as soon as you send us full specifications. You neglected to indicate the Please send the complete specs for Part No. 332-3 so specs for Part No. 332-3. your order can be finalized. IX] Learning Objective 4 Recognize the importance of organizing a message before writing the first draft. m Sender Benefits from Outlining - Encourages accuracl and brevity - Permits concentration on one phase at a time - Saves time in structuring ideas - Provides a psychological lift - Facilitates appropriate emphasis of ideas m Receiver Benefits from Outlining - Makes messages more concise and accurate - Makes relationships between ideas easier to distinguish and remember - Promotes a positive reaction to the message and the sender Learning Objective 5 Select the appropriate message pattern (deductive or inductive) for developing messages to achieve the desired response. Step 4: Seflect an Appropriate Outline DEDUCTIVE APPROACH mama iudlence Minion Pleaszd ur mar-axed Sequence: Mmn wdea (wowed by dmns STEP 1 STEP 2 central ldeaf m' réacfloh «if th‘e Dgtevmln=,flze b: conveyed In the message. Predict uh reader to khe (intial Idea: INDUCTIVE APPROACH Displeased/ No! Intevened Predlcled audlenxe rucllun DlsuIL-xsed a. No! lntmled Sequente: emu; foflowed by main idea