© 2002 SOUTH-WESTERN EDUCATIONAL PUBLISHING 9th Edition Brantley & Miller Effective Communication for Colleges CHAPTER 3 The Communication- by-Objectives Approach

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 2 Learning Objectives  Plan a message using the Communication-by- Objectives approach.  Compose a message draft following the Communication-by-Objectives approach and incorporating the six Cs of effective messages.  Identify the activities involved in the third step, Complete a Message, of the Communication-by- Objectives approach.

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 3 The Communication-by- Objectives Approach  Plan a message.  Compose a draft.  Complete a message.

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 4 Plan a Message  Identify the objective.  Visualize the audience.  Gather supporting information.  Organize the information.

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 5 Identify the Objective Why are you creating the message?  To persuade?  To inform?  To inquire?

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 6 Visualize the Audience Answer these questions to help visualize your audience:  Who is my target audience?  What characteristics do I know or what can I learn about my target audience that will help me prepare the message?  When will the audience receive the message?  Where will the audience members be when they receive the message?  Why will the audience be interested in the message?  How can I learn more about my target audience?

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 7 Gather Supporting Information  Generate ideas Brainstorming Nonstop writing Bubble writing  Select ideas

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 8 Organize the Information  Patterns of organization Direct Indirect  Outline formats Traditional Indented

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 9 Traditional Outline Format—Direct Pattern I.Good, Neutral, or Routine NewsOpening: main idea II.General Information Supporting IMiddle: A.Specific Information Supporting IIsupporting information 1.Details supporting IIAsupporting information 2.Details supporting IIAsupporting information B.Specific Information Supporting IIsupporting information III.Friendly EndingClosing ORGANIZATION OF MESSAGE CONTENTMESSAGE PARTS

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 10 Indented Outline Format—Indirect Pattern Neutral StatementOpening: buffer General Information Leading to Unfavorable NewsMiddle Part 1: Specific Supporting Informationsupporting information Details supporting specific informationsupporting information Unfavorable NewsMiddle Part 2: main idea General Information to Neutralize Unfavorable NewsMiddle Part 3: supporting information Friendly EndingClosing ORGANIZATION OF MESSAGE CONTENTMESSAGE PARTS

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 11 Compose a Draft  Choose words.  Construct sentences.  Assemble paragraphs.  Choose paragraph locations.

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 12 Choose words that reflect the six Cs of effective messages. Choose Words  Courtesy  Clarity  Conciseness  Concreteness  Correctness  Completeness

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 13 Construct Sentences  Topic sentences  Supporting sentences  Concluding sentences  Transitionals  Voice  Length

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 14 Transitionals  To clarify sequencing  To emphasize a comparison  To introduce a contrast  To present a result  To add more information

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 15 Assemble Paragraphs  Placement  Sequence Time Logic Cause and effect Comparison and contrast

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 16 Choose Paragraph Locations  Opening  Middle  Closing

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 17 Complete a Message  Proofread.  Edit.  Revise.  Finalize.

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 18 Proofread  Check a message for the correctness in the following areas: Content Mechanics Format Meaning  Follow proven proofreading tips.  Use proofreader marks.

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide Chicago Cubs 2. New York Mets 3. St. Louis Cardinals Marked copy Using Proofreader Marks align 1. Chicago Cubs 2. New York Mets 3. St. Louis Cardinals Corrected copy

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 20 Using Proofreader Marks Writing the Scott proposal took three months. Corrected copy Writing the scott proposal took several months. Marked copy three capitalize change copy as indicated

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 21 Using Proofreader Marks Corrected copy During the sales meeting, the marketing vice president emphasized the importance of teamwork. She stressed the need for cooperation, consideration, and creativity. During the sales meeting, the marketing VP emphasized the importance of team work. She stressed the need for cooperation, consideration and creativity. Marked copy sp spell out close up insert comma

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 22 Using Proofreader Marks Corrected copy Brown Bag Lunch Series Time Management Tips Judith B. Oliver, Ph.D. Author of Times Up Thursday, October 10 11:30 a.m. Brown Bag Lunch Series Time Management Tips Judith B. Oliver, Ph.D. Author of Times Up Thursday, October 10 11:30 am Marked copy DS ital bf ctr double-space copy make bold use italics center

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 23 Edit  Incorporate courtesy.  Check for clarity.  Rephrase for conciseness.  Choose concrete words.  Check for correct content and mechanics.  Review for completeness.

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 24 Revise  Make the changes marked during the editing process.  Repeat the editing and revising activities as often as necessary.

Effective Communication for Colleges, 9th ed., by Brantley & Miller Chapter 3 Slide 25 Finalize  Select acceptable format.  Proofread final copy.