Applying the Three Step Writing Process

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Applying the Three Step Writing Process Powered By Docstoc
					Planning Business Messages &
Applying the Three Step Writing

Chapter 4 & 5
1.   Analyze the situation   • Define your purpose &
                               develop audience profile

                             • Determine the audience
2.Gather information           needs & obtain the
                               information necessary to
                               satisfy those needs
                             • select the appropriate
3. Select right medium
                               method for message

4.Organize the               • Define your main idea, select
  information                  direct or indirect approach,
                               outline your content
1. Analyze Your Situation
Define your purpose & develop audience profile
• to inform, persuade, collaborate with audience
• What is your specific intention
• Will there be changes as a result of your message?
• Is your purpose realistic? If it is radical, you’ll need to
 propose a first step
• Is the time right? What will the impact of your message
• Is your purpose acceptable by the company?
2. Define an Audience Profile
Before your audiences will take the time to read or
  hear your messages, they will need to be
• What is the primary audience?
• Determine size, geographic distribution?
• Audience composition
• Understand their expectations & preferences
• Forecast their probable reaction
3. Gathering Information

•   Consider other viewpoints
•   Read reports or other related documents
•   Talk with coworkers, colleagues, supervisors
•   Ask for your audience input

What about ethical information?
3. Selecting the right medium
                       Oral medium
advantages                             disadvantages
1. provide opportunity for immediate   1. restrict participation
feedback                               2. No verifiable evidence of
                                          communication, unless
2. Allow interaction
3. Nonverbal cues in the tone          3. Reduce the communicator’s
                                          control over the message
4. Express emotions within the         4. Cannot edit spoken words
                     Written communication
advantages                          disadvantages
• Allow you to control the          • Not conducive for immediate
  message                             feedback
• Reach geographically              • Lack of nonverbal cues
  dispersed audiences
• Offer verifiable record           • Often take more time and
• Minimize distortion                 more resources to create and
• Can be use to avoid interaction     distribute
• De-emphasize emotions             • May require special skills to
                                      print and distribute
                   Visual communication
advantages                        disadvantages
• Can convey complex messages     • Require artistic skills
                                  • Require technical skills
• Often less intimidating
                                  • Require more time to create
• Reduce the burden on
  audience to figure things out
           electronic communication
advantages                         Disadvantages
• Deliver messages quickly         • Are easy to overuse

• Reach geographically             • Privacy risks – esp with
  dispersed audiences                confidential data

• Offer the persuasive power of    • Security risks, like viruses
  multimedia formats
                                   • Frequent interruptions
• Can increase accessibility and
  openness in an organization
4. Organizing your ideas
Direct Approach                Indirect Approach
Use when you know your         Use when you know your
  audience will be receptive     audience
  a. Positive messages           a. begin softly
                                 b. consider impact of your
                                 c. Negative messages
Outlining your information

• Main idea
• Major points – details
 ▫   Facts
 ▫   Examples
 ▫   Description
 ▫   Narration
 ▫   Reference
 ▫   Visual aids
• Illustrate with evidence
 • Routine messages      • Straightforward
                         • Daily operations message

 • Positive messages     • Convey good news

 • Negative message      • Convey bad news
                           ▫ Be honest, yet kind
 • Persuasive messages
                         • Asking your audience to do
                           ▫ grab their attentions
Being sensitive
• Use the “you” attitude

• Maintain standards of etiquette

• Emphasizing the positive

• Using bias-free language
The “You” attitude
Instead of this                write this
• To help us process           • So that your order can be filled

• We are pleased to announce   • Now you can take advantage

• We offer MP3 players         • Select your MP3 player

• You should never use         • That type of paper doesn’t

• You must correct             • All five copies must be
Standards of Etiquette
Instead of this                Write this
• Once again, you’ve managed   • Let’s review the last website

• You’ve been sitting on our   Our production schedules
  order                         depend on the timely delivery
                                of parts, but we have yet to
                                receive the order you promised
                                to deliver…
Emphasizing the Positive
Instead of this                Write this
• It is impossible to repair   • Your computer can be ready

• We apologize for             • The rennovations that are
  inconveniencing you            under way will help us serve
                                 you better
• We wasted $300,000
                               • Our $300,000 advertisement
                                 did not pay off;
Using bias-free language
Instead of this                     Write this
• The problem with this             • The performance of this
  department is a failure…            department can be improved

• You failed to provide the         • Please review the items
  necessary information               marked

• We will notify all three credit   • Paying you overdue bill within
• Bureaus                             10 days will prevent a negative

• Cheap merchandise                 Inexpensive
• Failing                           Underperforming

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