Guffey BCPP 10e Ch04 PowerPoint Final

Chapter 4
Planning Business
Messages
Guffey/Loewy, Business Communication: Process & Product, 10th Edition. © 2022 Cengage. All Rights Reserved. May
not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
By the end of this chapter, you should be able to:
4-1 List the steps in the communication process.
4-2 Describe the goals of business writers and three phases of the writing process.
4-3 Identify the intended purpose and audience of a message to select the best communication
channel.
4-4 Discuss expert writing techniques that improve business messages.
4-5 Explain the purpose of collaborative workplace writing and tools that facilitate it.
Guffey/Loewy, Business Communication: Process & Product, 10th Edition. © 2022 Cengage. All Rights Reserved.
May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
4-1
Exploring the Communication Process
Figure 4.1 The Communication Process
Communication – the transmission of information and meaning from a sender

to a receiver
4-1 Exploring the Communication Process
(1 of 7)
Sender Has Idea
• Ideas may be influenced by mood, frame of reference, background, culture,
physical makeup, context of the situation, and other factors.
• Success is possible when the sender knows the purpose and expected response.
Sender Encodes Idea
• Encoding – converting the idea into words or gestures that will convey meaning
• Skilled communicators use familiar, concrete words to avoid misunderstanding.
• Be alert to the receiver’s communication skills, attitudes, background,
experiences, and culture.
(2 of 7)
Sender Selects Channel and Transmits Message
• Channel – the medium over which the message travels (computer, smartphone,
social network, letter, report, picture, spoken word, fax, etc.)
• Noise – anything that interrupts the transmission of a message in the
communication process (weak Internet signal, sloppy formatting and typos,
annoyance a receiver feels when dealing with too many messages, etc.)
(3 of 7)
Receiver Decodes Message
• Receiver – the individual for whom the message is intended
• Decoding – translating the message from its symbol form into meaning
• Communication takes place only when the receiver successfully decodes
(understands the intended meaning of) the message.
• Decoding can be disrupted by:
− Lack of attention, bias against sender (internal disruptions)
− Loud sounds, illegible words (external disruptions)
− Misunderstood words or emotional reactions to terms (semantic obstacles)
(4 of 7)
Feedback Returns to Sender
• Feedback – the verbal and nonverbal responses of the receiver
• Feedback can be improved by:
− Appropriately timing the delivery of the message (sender)
− Providing only as much information as the receiver can handle (sender)
− Providing clear and complete feedback (receiver)
(5 of 7)
Communication Barriers May Ruin the Process
BYPASSING
• Bypassing – when people miss each other with their meanings, attaching
different meanings to words
DIFFERING FRAMES OF REFERENCE
• Frame of reference – the lens through which everything you see and feel in the
world is translated
− Formed by a combination of your experiences, education, culture, expectations, personality,
and other elements
(6 of 7)
WEAK LANGUAGE SKILLS
• Unfamiliar words, jargon, and abbreviations can impede transmission.
DISTRACTIONS
• Emotional interference: joy, fear, resentment, hostility, sadness
• Physical distractions: faulty acoustics, noisy surroundings
• Digital interruptions: poor mobile connection
• Sloppy appearance, poor printing, careless formatting, typos, spelling errors
(7 of 7)
Overcoming Communication Obstacles
Recognize the Anticipate problems Focus on the

process is sensitive in encoding, receiver’s
and susceptible to transmitting, and environment and
breakdown. decoding a message. frame of reference.
Arrange your ideas

Encourage
logically and Listen.
useful feedback.
use words precisely.
Discussion Activity 1
The use of digital communication has overtaken face-to-face and

voice-to-voice communication in the workplace.
• Has this shift changed the fundamental process of communication?
• If so, what types of changes do you see? Have these changes improved
communication? Worsened communication? Neither?
Discussion 1 Debrief
• Has the shift to the use of digital communication changed the fundamental
process of communication?
• If so, what types of changes do you see? Have these changes improved
communication? Worsened communication? Neither?
4-2
Applying the 3-x-3 Writing Process
to Business Messages
4-2 Applying the 3-x-3 Writing Process
to Business Messages (1 of 4)
Understanding the Goals of Business Writers
• Purposeful
− Your goal is to solve problems and convey information.
− Each message should have a strategy.
• Economical
− Try to present ideas clearly but concisely.
− Length is not rewarded.
• Audience Oriented
− Look at the problem from the perspective of the audience.
Following the 3-x-3 Writing Process
• Preparing purposeful, concise, and audience-centered messages requires a
systematic plan and practice.
• The 3-x-3 writing process breaks the entire task into three phases:
1. Prewriting
2. Drafting
3. Revising
PREWRITING DRAFTING REVISING
Research
Analyze
data and
audience and Edit for clarity.
background
purpose.
information.
Anticipate
Organize
audience Proofread.
ideas.
reaction.
Adapt Evaluate
Draft first
message to effectiveness
version.
its audience. of message.
Pacing the Writing Process
25%
• The steps in the writing process may Prewriting
be rearranged, abbreviated, or
repeated.
• The time you spend on each phase
varies depending upon:
− The complexity of the problem
50% 25%
− The audience
− Your schedule
Revising Drafting
Knowledge Check 1
1. Your cell phone rings while you are at your desk. You see immediately that it’s a personal
call. If you think it’s going to be a short call, you should go ahead and answer.
_____ True _____ False

2. At your office desk, it’s easier to take notes from telephone calls when both hands are free.
To be most efficient, you should set your phone to speaker so that your hands are always
free to make notes either manually or on your computer.

3. In your office cubicle, you overhear Tyler, who is two cubicles away, on the phone asking
when the next management council meeting is scheduled. Because you know the date, you
should shout it out so that Tyler learns immediately the date of this critical meeting.

4-3
Analyzing and Anticipating the Audience
4-3 Analyzing and Anticipating the Audience
(1 of 4)
Analyzing Your Purpose
• Why am I sending this message? What do I hope to achieve?
• Messages may have both primary and secondary purposes:
− Primary Purpose: To inform and to persuade
− Secondary Purpose: To promote goodwill
• Informational messages – explain procedures, announce meetings, answer
questions, and transmit findings
• Persuasive messages – attempt to sell products, convince managers, motivate
employees, and win over customers
(2 of 4)
Anticipating and Profiling the Audience
• Imagine the characteristics of your receiver.
− What is the reader or listener like?
− How will that person react to the message?
• Tailor your words to your audience.
• Every message you write should begin with the notion that your audience is
thinking WIIFM (What’s in it for me?).
• Consider both primary and secondary receivers.
Figure 4.4 Questions to Help You
Profile Your Audience
(3 of 4)
Tailoring Your Message to the Audience Profile
• What language is appropriate?
• Are specialized technical terms appropriate?
• Does the background need to be explained?
• Should your tone be formal or informal?
• Is a secondary audience/receiver likely to receive your message?
(4 of 4)
Choosing the Best Channel
• The channel you choose depends on:
− Available technology
− Importance of the message
− Amount and speed of feedback and interactivity required
− Necessity of a permanent record
− Cost of the channel
− Degree of formality desired
− Confidentiality and sensitivity of the message
− Receiver’s preference and level of technical expertise
Discussion Activity 2
Referencing Figure 4.4, write a brief analysis of the audience for each of the
following communication tasks.
1. As a soon-to-graduate senior, you are writing a profile that you will post to LinkedIn. You hope it
will land you a job offer.
2. As an administrator of your city water department, you must write a letter to water users
explaining that the tap water may taste and smell bad; however, it poses no threats to health.
3. You are a member of an organization promoting Earth Day. You have been asked to encourage
your office to save paper, and you know of several tips for doing that. You want to persuade
your boss to send a message to employees with a number of tips that you will provide.
4. You are about to send an e-mail to your regional sales manager describing your visit to a new
customer who is demanding special discounts.
Discussion 2 Debrief
• Who is the audience for each

communication task?
• What kind of reaction should
you expect from the primary
reader and any secondary
readers?
• What tone should you convey?
4-4
Employing Expert Writing Techniques
to Adapt to Your Audience
4-4 Employing Expert Writing Techniques
to Adapt to Your Audience (1 of 6)
• Focus on audience benefits
• Cultivate a “you” view
• Be conversational but professional
• Present ideas positively
• Express courtesy
• Use bias-free language
• Prefer plain language and familiar words
• Use precise, vigorous words
Focusing on Audience Benefits
Sender Focus Audience Focus
Our one-year warranty becomes effective only Your warranty on your mobile device begins
when we receive the owner’s registration, which working for you as soon as you return your
must be returned. owner’s registration.
Cultivating the “You” View

“I/We” View “You” View
I need your account number before I can do Would you mind giving me your account number
anything about your claim. so that I can locate your records and help you
solve this problem?
Sounding Conversational but Professional
Unprofessional Professional
Hey, boss, Gr8 news! Firewall now installed!! BTW, Mrs. Williams, our new firewall software is now
check with me b4 blasting the news. installed. Please check with me before
announcing it.
Overly Formal Conversational

Pertaining to your order, we must verify the sizes We will send your order as soon as we confirm the
that your organization requires prior to sizes you need.
consignment of your order to our shipper.
Choosing to be Positive Rather Than Negative
Negative Positive
Our request for a fitness center will never be approved Our request for a fitness center could be approved if
without senior management support. we obtain senior management support.
You failed to include your credit card number, so We look forward to completing your order as soon
we can’t mail your order. as we receive your credit card number.
Expressing Courtesy
Less Courteous More Courteous and Helpful
Why can’t you people get anything right? This is Please credit my account for $250. The latest
the second time I’ve had to write you! update of my online account shows that the error
noted in my e-mail of January 4 has not yet been
corrected.
Avoiding Gender, Age, and Disability Biased Language
• Use plural nouns and pronouns or choose gender-free words.
• Specify age only when relevant and avoid expressions that are demeaning.
• Avoid patronizing references.
• Do not refer to an individual’s disability unless it is relevant and avoid terms
that stigmatize disabled individuals.
• Bias-free communication is achieved through awareness and commitment to not
exclude, stereotype, or offend.
Preferring Plain Language and Using Precise, Vigorous Words
Familiar Words
Imprecise, Dull More Precise
Unfamiliar Familiar a change in profits a 25 percent hike in profits
commensurate equal a 10 percent plunge in profits
implement begin to think about to identify, diagnose, analyze
to probe, examine, inspect
obfuscate confuse
remuneration pay, salary
terminate end
Knowledge Check 2
1. If you receive two job offers at once, you can probably (get, land, negotiate) a better deal.
2. In the courtroom the attorney (said, alleged, thought) that the car was stolen.
3. If you are stressed from (having, doing, juggling) many tasks, look for ways to reduce your
involvement.
4. Dakota’s outstanding report contains (a lot of, loads of, reams of) helpful data.
5. The CEO said that we must (review, change, reduce) overtime hours to (fix, balance, rework)
the budget.
6. Our operations manager demanded a (substantial, 20 percent, big) reduction in staff travel
expenditures.
4-5
Collaborating on Team Projects
4-5 Collaborating on Team Projects (1 of 5)
When Is Team Writing Necessary?
Big projects Projects with short deadlines
Why Are Team-Written Documents Better?

• Produce a better product
• Help socialize members
• Lead to learning of organization’s values and procedures
• Break down functional barriers
• Generate buy-in
How Are Team-Written Documents Divided?

• Phase 1 (Prewriting)
− Group develops procedures and identifies purpose, audience, content, organization, and
design.
− Assignments are made to individual team members.
• Phase 2 (Drafting)
− Members work individually to conduct research, organize findings, and compose a first
draft.
• Phase 3 (Revising)
− Members work together to synthesize drafts and offer suggestions for revision.
− Final formatting and proofreading
What Tools Improve Efficiency in Team Writing and Collaboration?
Slack Google Docs & Google Hangouts
How Can Members Edit Documents Without Making Enemies?

• Begin remarks with a positive statement. What can you praise?
• Do you understand the writer’s purpose? If not, be specific in explaining what
you don’t understand.
• Is the material logically organized? If not, how could it be improved?
• What suggestions can you make to improve specific ideas or sections?
• Make polite statements such as I would suggest …, You might consider …, and
How about doing this … .
Pair Activity
Think back to the last time you were involved in a team project.
• What did the team do that resulted in an efficient working process and a
successful product, or an inefficient working process and an unsuccessful
product?
Pair Activity Debrief
• What did the team you were a member of do that resulted in an efficient working
process and a successful product?
• What led to an inefficient working process and an unsuccessful product?
Self-Assessment
Adjectives and Adverbs
EXAMPLE: How often do you have a once in a lifetime opportunity like this?
REVISION: How often do you have a once-in-a-lifetime opportunity like this?
[Guide 20]

Guffey BCPP 10e Ch04 PowerPoint Final

Uploaded by

Copyright:

Available Formats

Guffey BCPP 10e Ch04 PowerPoint Final

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Guffey BCPP 10e Ch04 PowerPoint Final

Uploaded by

Copyright:

Available Formats

Chapter 4

4-4 Discuss expert writing techniques that improve business messages.

Communication – the transmission of information and meaning from a sender

Recognize the Anticipate problems Focus on the

Arrange your ideas

The use of digital communication has overtaken face-to-face and

_____ True _____ False

_____ True _____ False

_____ True _____ False

• Who is the audience for each

Cultivating the “You” View

Overly Formal Conversational

When Is Team Writing Necessary?

Big projects Projects with short deadlines

Why Are Team-Written Documents Better?

How Are Team-Written Documents Divided?

What Tools Improve Efficiency in Team Writing and Collaboration?

Slack Google Docs & Google Hangouts

How Can Members Edit Documents Without Making Enemies?

Adjectives and Adverbs

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

_ True _ False

_ True _ False

_ True _ False