Planning Planning Business Business MessagesMessages

Effective BusinessEffective BusinessWritingWriting

PurposefulPurposefulPurposefulPurposeful ConciseConciseConciseConciseAudience-Audience-CenteredCenteredAudience-Audience-CenteredCentered

Three-Step Writing Three-Step Writing ProcessProcess

Step 1 Step 3Step 2

Planning Writing Completing

Analyze the Analyze the SituationSituation

PurposePurposePurposePurpose

ScheduleScheduleScheduleSchedule

AudienceAudienceAudienceAudience

When planning a business message, the first things you need to think about are your purpose, your schedule, and your audience. For a business message to be effective, its purpose and its audience must complement each other.

Define Your PurposeDefine Your Purpose

General Specific

InformInform

PersuadePersuade

CollaborateCollaborate

RealismRealism

TimingTiming

DeliveryDelivery

Profile Your Profile Your AudienceAudience

Primary AudiencePrimary Audience

OverallOverallAudience SizeAudience Size

OverallOverallCompositionComposition

Profile Your Profile Your AudienceAudience

Level ofLevel ofUnderstandingUnderstanding

ExpectationsExpectationsand Preferencesand Preferences

ProbableProbableReactionReaction

Gather InformationGather Information

ViewpointsViewpointsof Othersof Others

ViewpointsViewpointsof Othersof Others

Supervisors, Supervisors, Colleagues, and Colleagues, and

CustomersCustomers

Supervisors, Supervisors, Colleagues, and Colleagues, and

CustomersCustomers

Reports Reports and Documentsand Documents

Reports Reports and Documentsand Documents

AudienceAudienceInputInput

AudienceAudienceInputInput

AudienceAudienceInformation NeedsInformation Needs

AccurateAccurate

EthicalEthical

PertinentPertinent

Adapt the MessageAdapt the Message

ChannelChannel

MediumMedium

RapportRapport

Media RichnessMedia Richness

Notes, Letters, Notes, Letters, MemosMemos

Fliers, Bulletins,Fliers, Bulletins,Standard ReportsStandard Reports

TelephoneTelephoneE-mailE-mail

Face-to-FaceFace-to-Face

LeanerLeanerRicherRicher

Communication Communication

ChannelsChannelsUse 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

ElectronicMedia

ElectronicMedia

Voice MailVoice Mail

VideotapeVideotape

FaxingFaxing

InstantMessages

InstantMessages

TeleconferenceTeleconference

ComputerConferenceComputer

Conference

E-mailE-mail

Web sitesWeb sitesGlobal Communication

Advantages of ElectronicAdvantages of ElectronicCommunicationCommunication

Speed ofSpeed ofInformationInformation

Time ZoneTime ZoneBarriersBarriers

Dispersed Dispersed AudienceAudience

Disadvantages of Disadvantages of ElectronicElectronic

CommunicationCommunicationInappropriateInappropriate

ContentContent

Privacy ConcernsPrivacy Concerns

ProductivityProductivityIssuesIssues

Relating to the Relating to the AudienceAudience

““You”You”AttitudeAttitude

PositivePositiveToneTone

CredibleCredibleImageImage

PolitePoliteTreatmentTreatment

Bias-FreeBias-FreeLanguageLanguage

CorporateCorporateImageImage

The “You” AttitudeThe “You” AttitudeInstead of This Use This

To help us process this order,

we must ask for another copy of

the requisition.

So that your order can be filled

promptly, please send another

copy of the requisition.

You should never use that type

of paper in the copy machine.

That type of paper doesn’t work

very well in the copy machine.

Instead of This Use This

Emphasize the PositiveEmphasize the Positive

Instead of This Use This

Cheap Merchandise

Toilet Paper

Used Cars

High-Calorie Food

Elderly Person

Pimples and Zits

Bargain Prices

Bathroom Tissue

Resale Cars

High-Energy Food

Senior Citizen

Complexion Problems

Establish Your Establish Your CredibilityCredibility

ProfessionalProfessionalCredentialsCredentials

ProfessionalProfessionalCredentialsCredentials

Ample Ample EvidenceEvidenceAmple Ample

EvidenceEvidence

CommonCommonGroundGround

CommonCommonGroundGround

TrustedTrustedAuthorityAuthorityTrustedTrusted

AuthorityAuthority

PracticePracticeDiplomacyDiplomacy

PromotePromoteGoodwillGoodwill

Be PromptBe Prompt Use TactUse Tact

PolitenessPolitenessand Courtesyand Courtesy

Bias-Free LanguageBias-Free Language

AgeAge

GenderGender

DisabilityDisability

Race or EthnicityRace or Ethnicity

The Company’s ImageThe Company’s Image

• Be a spokesperson

• Convey the right impression

• Minimize your own views

• Maximize company interests