1. Chapter 4 – Planning Business Messages AOS 272

2. Effective Business Messages are: Purposeful – All business messages are intended to accomplish something  Share information  Solve a problem  Request resources  Persuade the reader to act or think in a certain way

3. Effective Business Messages are: Audience-centered – Business messages must connect with their audience to accomplish their purpose. To do so, you must consider:  Audience’s point of view  Audience’s needs  Audience’s background

4. Effective Business Messages are: Concise – Be respectful of the audience’s time by presenting information clearly and efficiently. Messages should only be as long as they absolutely need to be to accomplish their purpose.

5. Three Step Writing Process Plan  Analyze the situation: purpose and audience  Gather information  Choose form  Organize: direct or indirect? Write Complete

6. Planning P urpose R eader E ssential points P aragraph order

7. Purpose What is my goal for this message? What general purpose do I want to accomplish? Who will read it? What is the main idea of this message?

8. Goals General Communication Goals  Receiver Understanding  Receiver Response  Favorable Relationship  Organizational Goodwill

9. General Purpose Inform Persuade Collaborate

10. Specific Purpose Main idea of message  Answer a question  Give information  Persuade reader to act  Change opinion  Collaborate with reader What do you want your reader to do or think?

11. Secondary Purpose Additional action Supporting ideas or information Reader relationship and goodwill

12. R eader Analysis Knowledge Interest Attitudes Emotional state Expectations Probable reaction

13. Multiple Receivers Analyze each one Generalize

14. The You-Viewpoint How would I respond to this message if I were the reader? What can I focus on or emphasize that will interest or benefit the reader? Change negative terms to positive – focus on what you can do, not on what you can’t do.

15. E ssential Points Outline the content  Brainstorm ideas  Research background or information  Ask audience what is needed  Have I given the reader what he or she needs to accomplish the purpose?

16. Have I answered these questions? Who? What? When? Where? Why? How?

17. P aragraph Order What type of plan?  Direct – puts the most important information first  Indirect – gives background or reasons before main point

18. Compose the Message Draft Edit Revise Proofread Repeat, as necessary!

19. Remember: Purpose Reader Essential points Paragraph order

20. Effective Business Writing Presented by Lou Dunham, MS

21. Audience Analysis and the “You” Viewpoint Courteous – puts reader’s needs first Free of bias and stereotypes Uses a plan that fits the message

22. Write Clear Sentences

23. Choosing the Right Words “I never use a word like metropolis when I can get the same price for city.” --Mark Twain “Little men use big words; big men use little words. --Winston Churchill

24. Style and Tone Conversational language but professional tone Avoid out-dated formality NOT: It has come to our attention that the obfuscation of this allocated three- dimensional expanse is violation of statute. What is this saying?

25. And NOT: Yo! Gt yr msg. Can U bleev ths clss? IM so LOL. Gotta run. TTYL.

26. Use Simple Words

27. Use Concise Words Use only the words needed to convey your meaning clearly. Avoid “doublets” and redundancy Use specific details to improve clarity

28. Use Conversational Words Write as you would speak in a professional conversation Avoid clichés and over-used phrases Use jargon only if it is appropriate and if you are sure the reader is familiar with its meaning

29. Mary Ellen Guffey Spring Newsletter

30. Complete and Fluent Sentences Sentence = Clause Clause = Subject + Verb Punctuation  I enrolled at SFCC  I am taking business classes I enrolled at SFCC; I am taking business classes. I enrolled at SFCC, and I am taking business classes. I enrolled at SFCC where I am taking business classes.

31. Construct Effective Paragraphs

32. Keep Paragraphs Short Short paragraphs are easier to understand and less intimidating. Short paragraphs average 6 to 7 lines. Paragraphs usually should not be more than 12 lines.

33. Give Paragraphs Unity One topic per paragraph All sentences relate to the main topic Omit unnecessary detail

34. Avoid the “Zone of Confusion” Action or Current Status  We accept your statement and are crediting your account.  Enclosed is a refund of the charge. Background  We received your letter.  You stated that there was an error.  Your bank did not transfer the funds.

35. Use Organization and Emphasis Organization should suit topic Direct or indirect

36. Chronological Process Series of events

37. Compare and contrast Similarities Differences

38. Problem – causes – solution

39. Journalistic Who What When Where Why How

40. Emphasis in paragraphs Length  Short paragraphs emphasize content; long paragraphs de-emphasize content. Location  Beginning and end have greatest emphasis. Repetition  Use key words repeatedly Explicitness  Specify important points Format  Use lists and parallel construction Mechanics  Fonts, bold and underlines, graphic elements

41. Use graphics to clarify and add interest Samples Tables Charts Bar and column Pictographs Pie Line

42. On-Site Daycare Company Benefits Reduced absences Hiring incentive Employee retention Employee Benefits Cost savings Peace of mind Concerns Facility Staffing Regulations

43. Edit for clarity and coherence Entire document Complete All needed information Coherent Organization and flow Paragraphs Concise Only needed details Consistent Organized Sentences Correct Check grammar, punctuation, word choices Misused and confused words