Ebc10e ch02-instructor ppt-final

2

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ©denphumi/ThinkStock

Instructor PowerPoint

1

Learning Objective

1

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © MelisendeVector.com/Fotolia

Ch. 2 / Slide 2

Discuss the five steps

in the communication

process.

Communication: the transmission of

information and meaning from a sender

to a receiver.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © yuuen/Fotolia

Ch. 2 / Slide 3

The Communication Process

Sender has

idea Sender

encodes

idea

Sender

selects channel

and transmits

message

Receiver

decodes

message

Feedback

returns

to sender

Learning Objective

2

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 2 / Slide 4

Recognize the goals of business writing, summarize the 3-x-3 writing process, and explain how it guides a writer.

A digital message is one that is generated, stored,

processed, and transmitted electronically by

computers using strings of positive and nonpositive

binary code (0s and 1s).

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © bloomua/Fotolia

Ch. 2 / Slide 5

Defining Your Business Writing Goals

• Purposeful

• Economical

• Audience-

oriented

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © bloomua/Fotolia

Ch. 2 / Slide 6

Introducing the 3-x-3 Writing Process

Analyze audience & purpose

Research background, collect info

Edit for clarity

Anticipate audience and its reaction to message

Adapt message to audience

Organize info

Draft first version

Proofread

Evaluate whether the message will accomplish goals


Pacing the Writing Process

Revising

50%

Prewriting

25%

Drafting

25%

Learning Objective

3


Analyze the purpose of a message, anticipate its audience, and select the best communication channel.

Secondary Purpose: To promote goodwill

Why are you sending the message

What do you hope to achieve?

Primary Purpose: To inform and to persuade

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © kyoko/Fotolia

Ch. 2 / Slide 9

Anticipating and Profiling the Audience

Who is my primary reader or listener?

Personal and professional relationship?

What position is held in organization?

How much is known about topic?

Person’s education, beliefs, culture, attitudes?

Will reaction be neutral, positive, or negative?

How is secondary audience different from primary?

Supply more background information?

Reshape message for secondary audience?


Remember that receivers will be thinking…

WIIFM(What’s in it for me?)

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © yuuen/Fotolia, © Andrey/Fotolia, © mostafa fawzy/Fotolia

Ch. 2 / Slide 11

Factors Affecting Channel Choice

Message importance

Amount and speed of feedback

Need for permanent record

Cost: How expensive?

Degree of formality

Confidentiality and sensitivity

Receiver’s preference

Receiver’s technical expertise

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © raven/Fotolia

Ch. 2 / Slide 12

Ten Levels of Richness in Workplace Communication Channels

1 2 3 4

FACE TO FACE

Richest medium. Best for persuasive, bad-news, and personal messages

TELEPHONE

Best choice

when two

people

cannot meet

in person

VIDEO CHAT

Best for

group inter-

action and

consensus-

building when

members are

dispersed

E-MAIL

Best for

routine

messages

that do not

require

immediate

feedback

5

IM

Best for

short online

messages

that need a

quick

response

Richest to Leanest

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © raven/Fotolia

Ch. 2 / Slide 13

Ten Levels of Richness in Workplace Communication Channels

6 7 8 9 10

LETTER

For external messages that require formality, sensitivity, or a written record

MEMO

To distribute

interoffice

information,

especially

when e-mail

is unavail-

able

BLOG

To share

ideas with a

wide Internet

audience

and

encourage

responses

REPORT

To deliver

considerable

data

internally or

externally

WIKI

To provide a

repository

for digital

information

that can be

easily

changed

Richest to Leanest

Learning Objective

4


Employ adaptive writing

techniques such as

incorporating audience benefits,

developing the “you” view, and

using conversational but

professional language.


Expert Writing Techniques

Spotlight audience benefits.

Develop the “you” view.

BUT: The warranty starts working for you immediately.

NOT: The warranty begins right away.

NOT: We have created an account dashboard that we love.

BUT: Your account dashboard gives you complete control.



Be conversational but professional.

NOT: BTW, your report was totally awesome!

BUT: By the way, your report was well written.

NOT: The undersigned requests that all appropriately

completed performance reviews be returned to the

writer by the deadline of June 15.

BUT: Please return all performance reviews by June 15.


Developing Reader Benefits and the “You” View

Sender Focus Receiver Focus

We are requiring all staffers

to complete these forms in

compliance with company

policy.

Please complete these

forms so that you will be

eligible for health and dental

benefits.

Because we need more

space for our new inventory,

we are having a two-for-one

sale.

This two-for-one sale

enables you to buy a year’s

supply of supplies but pay

only for six months’ worth.


Developing Reader Benefits and the “You” View

“I” and “We” View “You” View

We take pleasure in announcing

an agreement we made with HP

to allow us to offer discounted

printers in the student store.

An agreement with HP allows

you and other students to buy

discounted printers at your

student store.

I have a few questions on which

I would like feedback.

Because your feedback is

important, please tell us your

thoughts.

Learning Objective

5


Develop additional expert writing

techniques including the use of

a positive and courteous tone,

bias-free language, plain

language, and precise words.



Be courteous.

Employ bias-free language.

BUT: Please complete the report.

NOT: You must complete the report.

BUT: Our office workers can do this.

NOT: Our office girls can do this.



Prefer plain language and familiar words.

Use precise, vigorous words.

BUT: The salary is…

NOT: The remuneration is…

BUT: Please e-mail me.

NOT: Please contact me.


Negative Expressions and Their Hidden Messages

Negative Expression Hidden Message

You overlooked

You state that

You claim that

You are wrong

You do not understand

Your delay

You forgot to

You are careless.

But I don’t believe you.

What were you thinking?

It’s probably untrue.

I am right.

You are not very bright.

You are at fault.

You failed to

Besides being inefficient, you

are stupid and careless.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ©denphumi/ThinkStock

Ch. 2 / Slide 23

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Ebc10e ch02-instructor ppt-final

Education