BA3350 CH 5 - Lecture notes CH 5 PDF

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Chapter 5 NOTES...

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Chapter 5: Creating Effective Business Messages Effective messages emerge from a consistent planning process and a positive and other-oriented tone. 1. The Process for Creating Business Messages

a. Plan, Write, Review i. Analyze the needs of the audience ii. Identify and collect the right information to tackel the problem iii. Identify the primary message and key points before starting the draf

iv. Maintain a listener-centered approach 2. The AIM Planning Process for Effective Business Messages i. Most important stage of creating effective business messages is planning a. Audience Analysis 1. Step into the shoes of the audience, what are their needs, priorities, and values? 2. Consider how the message will affect working relationships ii. Identify rRader Benefits & Constraints 1. Readers respond when you provide them w/ something they value iii. Consider Reader Values and Priorities 1. Values – enduring beliefs and ideals that individuals hold. 2. Priorities – involve ranking or assignign importance of such things, such as projects, goals, tasks (shif more than values) iv. Estimating Your Credibiilty 1. Highlighting other professionals’ estimates or opinions can elevate ones own credibility v. Anticipate reactions 1. Envision how others will respond to your message

vi. Consider Secondary Audiences 1. Modify messages if necessary; create messages that can be shared with secondary audiences b. Information Gathering 1. Clearly and precisely identify and articulate key questions and problems 2. Gather information from a variety of sources 3. Make well-reasoned conculsions and solutions 4. Remain open to alternatives to approach and reasoning about the problem 5. Skilled at communicating with others to figure out and solve complex problems ii. Identifying the Business Problems 1. Problem solveing is step 1 a. Understand an organization’s business objectives and related challenges iii. Analyzing the Business Problem(s) 1. Involves uncovering relevant facts, making conclusions, and taking positions a. Facts – statements that can be relied on with a fair amount of certainty and can be observed objectively i. Collect a variety of facts & make 5-7 broad conclusions about the topic based on facts 1. ie: Return on Investment b. Conclusion – statements that are reasonsed or deduced based on facts c. Positions – stances that you take based on a set of conclusions i. Ofen in business you make recommendation; which are a type of

position

ii. Clarifying Objectives 1. Clearly identify goals; once you have information, what do you want to accomplish? c. Message Development 1. Identifying and framing the primary message and setting up the logic with supporting points and a call of action i. Framing the primary message – showcasing a message from an overarching theme; vivid statement with rational and emotional appeal a. What is the primary message? b. What simple, vivid statements (15 words or less) captures the esseence of your message – capture primary message in short, memorable way 1. Setting up the logic of your message a. What are your supporting points? b. What do you want to explicitily ask your readers to do (call to action)? c. How will you order the logic of your message?

ii. Setting up the Message Framework

a. Direct or deductive approach – begin by stating the primary message, concluding with a call to action b. Indirect or inductive approach – provide supporting reasons first followed by primary message i. Many excellent communicators use brainstorming and mindmapping sofware to help tie their ideas together and priortize their main points ii. Particulary helpful for team or group projects

iii. Avoid Unsupported Generalizations 1. Provide supporting facts for your claims

iv. Avoid Faulty Cause/Effect Claims

v. Avoiding Weak Analogies 1. Strong analgies bolster your arugments

vi. Avoiding Either/Or Logic 1. Stay aware of alternative solutions for solving the problem

vii. Avoiding Slanting the Facts 1. Don’t present only the facts that are favorable to your position – this will affect credibility

viii. Avoiding Exaggeration

1. Exaggeration impacts overall credibility

3. Setting the Tone of the Message i. Tone – overall evaluation the reader perceives the writer to have toward the reader and the message content (generally perceived across an entire message) 1. Demonstrate positivity 2. Show concern for others a. Positivity – improves work performace; allows more creativity; provides more motivation to excel, facilitates more helpfulness, and gains more influence on clients/customers

i. Display a Can-Do Confident Attitude

ii. Focus on Positive Rather than Negative Traits of Products & Services

iii. Use Diplomatic, Constructive, Terms Related to Your Relationships and Interactions

b. Concern for Others i. Content should show that you have the interests of your audience in mind. 1. Avoid Relying too Heavily on the I-Voice

2. Respect the Time and Autonomy of Your Readers

3. Give Credit to Others a. Make sure to note the work of others

c. Sending the Right Meta Messages i. Meta messages – the overall but ofen underlying messages people take away from a communciation or group of communications; encoded & decoded as a combo of content, tone, and other signals 1. Examples include: showing other professionals you are competent, caring and of good character...