Chapter 1 - 1

1-1

PLANNING BUSINESS MESSAGES

Chapter 1 - 2

Case: Requesting a Case: Requesting a recommendationrecommendation

• After four years’ study in Northeastern University, you are looking for a job.

• Ask some professor to write a letter of recommendation for you.

Chapter 1 - 3

The Three-Step The Three-Step ProcessProcess

Analyze SituationAnalyze Situation

Gather InformationGather Information

Select MediumSelect Medium

Get OrganizedGet Organized

ReviseRevise

ProduceProduce

ProofreadProofread

DistributeDistribute

Adapt to the Audience

Adapt to the Audience

Composethe Message

Composethe Message

PlanningPlanning CompletingCompletingWritingWriting

Chapter 1 - 4

Optimizing Your TimeOptimizing Your Time

50% Planning50% Planning50% Planning50% Planning

25% Writing25% Writing25% Writing25% Writing

25% Completing25% Completing25% Completing25% Completing

Chapter 1 - 5

Analyzing the Analyzing the SituationSituation

Who is the audience?

What is the purpose?

Chapter 1 - 6

Define Your PurposeDefine Your Purpose

General PurposeGeneral Purpose Specific PurposeSpecific Purpose

To InformTo InformTo InformTo Inform

To PersuadeTo PersuadeTo PersuadeTo Persuade

To CollaborateTo CollaborateTo CollaborateTo Collaborate

Your GoalsYour GoalsYour GoalsYour Goals

Audience ActionsAudience ActionsAudience ActionsAudience Actions

Audience ThoughtsAudience ThoughtsAudience ThoughtsAudience Thoughts

Chapter 1 - 7

Check Your PurposeCheck Your Purpose

What will change?

Is it realistic?

Is the timing right?

Is it acceptable?

Chapter 1 - 8

Profile Your Profile Your AudienceAudience

Knowledge LevelKnowledge Level

ExpectationsExpectations

Probable ReactionProbable Reaction

Primary MembersPrimary Members

Size and LocationSize and Location

CompositionComposition

Chapter 1 - 9

Gathering Gathering InformationInformation

Uncover Needs

Find Your Focus

Provide Information

Chapter 1 - 10

Select the MediumSelect the Medium

OralOral WrittenWritten

ElectronicElectronicVisualVisual

Chapter 1 - 11

Oral CommunicationOral Communication

• Conversations

• Interviews

• Speeches

• Presentations

• Meetings

Chapter 1 - 12

Written Written CommunicationCommunication

Memos Letters

Reports Proposals

Chapter 1 - 13

Visual CommunicationVisual Communication

Communicate Fast

Clarify Complexity

Overcome Barriers

Expedite Memory

Chapter 1 - 14

Electronic Electronic CommunicationCommunication

Oral MediaOral MediaOral MediaOral Media

Written Media Written Media Written Media Written Media

Visual MediaVisual MediaVisual MediaVisual Media

Chapter 1 - 15

Choosing the Choosing the MediumMedium

MessageUrgency

MessageUrgency

CostFactors

CostFactors

AudiencePreferences

AudiencePreferences

Media Richness

Media Richness

MediaLimitations

MediaLimitations

MessageFormality

MessageFormality

Chapter 1 - 16

Chapter 1 - 17

Benefits of Benefits of OrganizationOrganization

The Audience The Writer

Understanding

Acceptance

Time

Efficiency

Energy

Career

Chapter 1 - 18

Overall Subject of the Message

Overall Subject of the Message

Specific StatementAbout the Topic

Specific StatementAbout the Topic

The Topic

The Main Idea

Defining the Main IdeaDefining the Main Idea

Chapter 1 - 19

Generating IdeasGenerating Ideas

Brainstorming

Mind Mapping

Storyteller’s Tour

Journalistic Approach

Questions and Answers

Chapter 1 - 20

Limiting Message Limiting Message ScopeScope

Length Limits

Support Points

Subject Matter

Audience Knowledge

Chapter 1 - 21

Choosing the ApproachChoosing the Approach

Direct ApproachDirect Approach Indirect ApproachIndirect Approach

Audience ReactionAudience Reaction

Message LengthMessage Length

Message TypeMessage Type

Chapter 1 - 22

Outlining the ContentOutlining the Content

I. First Major Point

A. First subpoint

B. Second subpoint

1. Evidence

2. Evidence

C. Third subpoint

II. Second Major Point

A. First subpoint

B. Second subpoint

1.0 First Major Point

1.1 First subpoint

1.2 Second subpoint

1.2.1Evidence

1.2.2Evidence

1.3 Third subpoint

2.0 Second Major Point

2.1 First subpoint

2.2 Second subpoint

AlphanumericAlphanumeric DecimalDecimal

Chapter 1 - 23

Organization Chart Organization Chart

OutlinesOutlines

The Main IdeaThe Main Idea

I. Major PointI. Major Point II. Major PointII. Major Point III. Major PointIII. Major Point

A. EvidenceA. Evidence

B. EvidenceB. Evidence

C. EvidenceC. Evidence

A. EvidenceA. Evidence

B. EvidenceB. Evidence

C. EvidenceC. Evidence

A. EvidenceA. Evidence

B. EvidenceB. Evidence

C. EvidenceC. Evidence

Chapter 1 - 24

Basic Message Basic Message StructureStructure

State Main IdeaState Main Idea

State Major PointsState Major Points

Provide EvidenceProvide Evidence

Chapter 1 - 25

Planning Planning Business MessagesBusiness Messages