1. Planning Written and Spoken Messages
BCOM Chapter 04
Chapter 4 Lecture Slides
Planning Written and Spoken Messages

2. Learning Objective 1 Identify the purposes and type of message 1
BCOM Chapter 04
Learning Objective 1
Identify the purposes and type of message 1

3. Planning Written and Spoken Messages1 2 3 4 5 6 7
Deter-mine the purpose and select the channel
Envision the audience
Consider the context
Choose a channel and the medium
Adapt the message to audience
needs and concerns
Organize the message
Prepare the first draft 1

4. The Purpose of the Message
BCOM Chapter 04
The Purpose of the Message
To Inform
To Persuade
To Convey Goodwill
To Establish Credibility 1

5. Determine the Type of Message
BCOM Chapter 04
Determine the Type of Message
Good news messages: positive news, messages of appreciation or thank-you notes
Neutral messages: routine messages, requests and claims, customer orders and credit, procedures
Bad news messages: refusals of requests and claims, denials of credit, and problems with customer orders
Persuasive messages: sales messages and persuasive requests 1

6. What do you hope to accomplish with the message?
BCOM Chapter 04
What do you hope to accomplish with the message?
Get information
Answer a question
Accept an offer
Deny a request
Seek support for or sell a product or idea
Apologize
PURPOSE 1

7. Communicate Ethically & Responsibly
BCOM Chapter 04
Communicate Ethically & Responsibly
State information as truthfully and fairly as possible
Do not exaggerate facts
Express ideas understandably
Support viewpoint with facts
State ideas with consideration that preserves receiver’s self-worth
Design honest graphics 1

8. BCOM Chapter 04
Learning Objective 2
Develop clear perceptions of the audience to enhance the impact of the communication and human relations. 2

9. What should you learn about your audience?
BCOM Chapter 04
Envision the Audience
What should you learn about your audience?
Age
Economic level
Education and work background
Needs and concerns
Culture
Rapport
Expectations 2

10. Types of Workplace Audiences
BCOM Chapter 04
Types of Workplace Audiences
Managerial: look for the “big picture” and tend to ignore details
Non-expert: know little about a subject and need more details
Expert: know as much about the topic as you do
International/multicultural: may not speak English as a first language and may have differing cultural interpretations of symbols and behaviors
Mixed: all of the above 2

11. Audience Perceptions Previous experiences
BCOM Chapter 04
Audience Perceptions
Audience perception is colored by:
Previous experiences
Attitude toward sender and ourselves
Attitude toward subject
Experience with channel, especially in electronic communication 2

12. BCOM Chapter 04
Learning Objective 3
Consider the context of the message and any environmental influences that may affect its delivery. 3

13. Step 3: Consider the Context
CONTEXTUAL DIMENSIONS
Physical Context
Social Context
Chronological Context
Cultural Context 3

14. Physical Context How would these settings would change an interaction?
Setting can influence the content and quality of interactions
How would these settings would change an interaction?
Office
Hallway
Company Picnic
Mall 3

15. Social Context How would these types of relationships
The nature of the relationship between communicators
How would these types of relationships
change an interaction:
Friendly
Cordial
Contentious 3

16. Chronological Context
The ways time influences interactions 3

17. Cultural Context
Includes the organizational culture as well as the cultural backgrounds of individual members. 3

18. Consider Organizational Culture
BCOM Chapter 04
Consider Organizational Culture
Cultural background of employees
Communication flow in company
Policies and Programs
Financial status
Successful message
People or team oriented
Corporate Structure 3

19. Remember This!
Organizational Culture: a system of shared meanings and practices held by members that distinguish the organization from other organizations. 3

20. BCOM Chapter 04
Learning Objective 4
Determine the appropriate channel and media for communicating the message. 4

21. Things to Consider When Considering Channel and Media
Richness vs. leanness
Need for interpretation (ambiguity)
Speed of establishing contact
Time required for feedback
Cost
Amount of information conveyed
Permanent record
Control over the message 4

22. Two-Way, Face to Face Communication
Provides rich source of information through:
Vocal cues
Facial expressions
Bodily movement
Bodily appearance
Use of space
Touching
Clothing
Use of time
BENEFITS 4

23. Two-Way, Face-To-Face IN PERSON TRADITIONAL GROUP MEETING
VIDEO OR TELECONFERENCE

24. Two-Way, Not Face-To-Face
TELEPHONE CALL
VOICE MAIL MESSAGE
ELECTRONIC MAIL
INSTANT MESSAGING 4

25. One Way, Not Face-To-Face
LETTER or MEMO
REPORT or PROPOSAL
WEB PAGE or BLOG
TEXT MESSAGING 4

26. BCOM Chapter 04
Learning Objective 5
Apply techniques for adapting messages to the audience. 5

27. Focus on Receiver’s View Point
BCOM Chapter 04
Focus on Receiver’s View Point
“Me” Attitude “You” Attitude
I want to congratulate you on your award.
Congratulations! You are the Employee of the Year.
Please send me . . .
(You is the understood subject.)
I am interested in ordering . . .
You earned an extra day of vacation because of your performance.
I give you permission to take an extra day of vacation. 5

28. Cultivate a “You” Attitude
Address the receiver’s needs and concerns
Keep the receiver clearly in the picture
Present fair, logical, and ethical ideas
Express ideas clearly and concisely
Promote a positive business relationship
Send messages promptly to indicate courtesy
Reflect professional business standards 5

29. Presenting the “You” Attitude
Poor: You failed to enclose your receipts for reimbursements.
Better: The reimbursement report you sent to accounting did not contain your receipts.
Poor: Your contract tells you plainly that.
Better: I am glad to explain more fully the contract terms. 5

30. BCOM Chapter 04
Learning Objective 6
Recognize the importance of organizing a message before writing the first draft and select the appropriate message outline (deductive or inductive) for developing messages to achieve the desired response. 6

31. Select an Outline for Written and Spoken Messages
BCOM Chapter 04
Select an Outline for Written and Spoken Messages
Figure 4.2: Process of Selecting an Outline for a Spoken or Written Message, page 72 6

32. Benefits to Outlining Sender Oriented Encourages accuracy and brevity
Permits concentration on one phase at a time
Saves time in structuring ideas
Provides a psychological lift
Facilitates emphasis and de-emphasis 6

33. Benefits to Outlining Receiver Oriented
Message is more concise and accurate
Ideas are easier to distinguish and remember
Reaction to message more likely positive

34. Selecting an Outline Deductive Sequence:
Inductive Sequence:
when a message begins with the major idea
when a message withholds the major idea until accompanying details and explanations have been presented 6

35. Receiver Reaction = Outline Order
BCOM Chapter 04
Receiver Reaction = Outline Order
Deductive Order
(main idea first)
Message will please the receiver
Message is routine (will not please or displease)
Inductive Order
(details first)
Message will displease the receiver
Receiver may not be interested (will need to be persuaded) 6

36. BCOM Chapter 04
Learning Objective 7
Prepare the first draft. 7

37. Get Ready to Write Message type and purpose Logical Sequence
BCOM Chapter 04
Get Ready to Write
Message type and purpose
Logical Sequence
Inductive or deductive
Audience needs & perspective
Begin composing message
Channel and medium
Context of message 7