Chapter 4: Planning Business Messages

Developing an Audience Profile

1. Identify your primary audience.

2. Determine audience size and geographic distribution
3. Determine audience composition
4. Gauge audience members’ level of understanding
5. Understand audience expectations and preferences.
6. Forecast probable audience reaction

Informal techniques to gather insights and guide your research efforts:

1. Consider the audience’s perspective

2. Listen to the community
3. Read reports and other company documents
4. Talk with supervisors, colleagues, or customers
5. Ask your audience for input

However, here are several situations in which you should consider a printed message over electronic
alternatives:

1. When you want to make a formal impression

2. When you are legally required to provide information in printed form
3. When you want to stand out from the flood of electronic messages
 4. When you need a permanent, unchangeable, or secure record

The unique Challenges of Communication on Mobile Devices:

1. Screen size and resolution

2. Input technologies
3. Bandwidth, speed, and connectivity limitations
4. Data usage and operational costs

Factors to consider when choosing media and channels:

1. Richness
2. Formality
 3. Media and channel limitations.
4. Urgency
5. Cost
6. Audience preferences
7. Security and privacy

Techniques to generate creative ideas:

1. Brainstorming
2. Journalistic Approach
3. Question-and-answer chain
4. Storyteller’s tour
5. Mind mapping

 The direct approach starts with the main idea (such as a recommendation, a conclusion, or a
request) and follows that with supporting evidence.
 The indirect approach starts with the evidence and builds up to the main idea
 Free Writing An exploratory technique in which you write whatever comes to mind, without
stopping to make any corrections, for a set period of time
 General Purpose The broad intent of a message—to inform, to persuade, or to collaborate with
the audience
 Journalistic Approach Verifying the completeness of a message by making sure it answers the
who, what, when, where, why, and how questions
 Letters Brief written messages sent to customers and other recipients outside an organization
 Main Idea A specific statement about the topic of a message
 Memos Brief printed documents traditionally used for the routine, day-to-day exchange of
information within an organization
 Scope The range of information presented in a message, its overall length, and the level of detail
provided
 Specific Purpose Identifies what you hope to accomplish with your message and what your
audience should do or think after receiving your message
 Topic The overall subject of a message