Chapter 5 notes PDF

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Chapter 5 Notes Creating Effective Business Messages

Plan – get the content right  Understand your audience  Develop your message Write – get the delivery right  Set the right tone  Apply a clear and concise style Review – double-check everything  Get feedback  Ensure your message is fair  Make sure to proofread Audience analysis – learn about the people –what do they value, prioritize, and prefer Estimate your credibility – your readers will judge your content based on your credibility Anticipate reactions – how you think audience will respond

Information Gathering  Identify the business problem  Analyze the business problem (uncover facts, making conclusions, taking positions)  Clarifying Objectives – (goals) Message Development  Frame the primary message (focus the reader or listener on a certain idea or argument and highlights the support for the key idea or argument)  Set up the logic of the message (supporting points, call to action)  Most business messages use the Direct or Deductive Approach (message begins by stating the primary message and then the supporting reasons  Some messages adopt the Indirect or Inductive Approach which supporting reasons are given first followed by the primary message  See Figure 5.5  Avoid Unsupported Generalizations  Avoid Faulty Cause-Effect Claims  Avoid Weak Analogies  Avoid Either-Or Logic ( be open to alternative explanations and opinions; be flexible)  Avoid Slanting the Facts  Avoid Exaggeration  See Tables 5.2-5.6

Setting the Tone of the Message  Positivity – can-do, confident attitude  Focus on positive rather than negative traits of products or services  Use constructive terms (avoid terms that focus on differences or adversarial relationships or positions)  Show concern for others – show you have an interest in others  Avoid relying too heavily on the “I Voice”– repeated use of the “I Voice” amplifies self-centeredness. Using the “We Voice” amplifies a tone that reflects other-orientation and is more inclusive  Respect the time of your readers (most readers want fast responses)  Give credit to others  See Table 5.12 Meta Messages  Messages people sometimes take away from a communication or group of communications  These messages are encoded and decoded as a combination of content, tone, and other signals  Conversations, emails, social media content, websites---all of these send meta messages that become the basis for your reputation ( help determine credibility)...