ch04 student-FINAL

Unit 2
The Writing Process in the Digital Era
1
Chapter 4
Planning Business Messages
Student PowerPoint Library, 9e
Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not be
2
scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Communication Process
1. Sender has idea
2. Sender encodes idea
3. Sender selects channel and transmits message
4. Receiver decodes message
5. Feedback returns to sender
Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 3
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Factors That Shape Understanding
• Communication climate
• Context and setting
• Background, experience
• Knowledge, mood
• Values, beliefs, culture
Barriers That Create Misunderstanding
Overcoming Communication Obstacles
• Realize that communication is imperfect.
• Adapt the message to the receiver.
• Improve language and listening skills.
• Question your preconceptions.
• Encourage feedback.
Defining Your Business Writing Goals
• Purposeful
• Economical
• Audience oriented
Introducing the 3-x-3 Writing Process
Prewriting Drafting Revising
Analyze audience Research Edit for clarity.
and purpose. background, collect Proofread.
Anticipate audience information.
Evaluate whether the
and its reaction to Organize information. message will accomplish
message. Draft first version. goals.
Adapt message to
audience
Scheduling the Writing Process
The process is recursive, not linear.

Writers revise continually as they progress.
Anticipating and Profiling the Audience
Primary Audience
Who is my primary reader or listener?
Personal and professional relationship?
What position is held in organization?
How much is known about topic?
Person’s education, beliefs, culture, Secondary Audience
attitudes?
How is secondary audience different from
Will reaction be neutral, positive, or primary?
negative?
Supply more background information?
Reshape message for secondary
audience?
Remember that receivers will be thinking…
Factors Affecting Channel Choice
Message importance Degree of formality

Amount and speed of feedback Confidentiality and sensitivity
Need for permanent record Receiver’s preference
Cost Receiver’s technical expertise
8 Adaptive Expert Writing Techniques (1 of 4)
1. Spotlight audience benefits
NOT: The warranty begins right away.
BUT: The warranty starts working for you immediately.
2. Develop the “you” view

NOT: We have created an account dashboard that we love.
BUT: Your account dashboard gives you complete control.
3. Be conversational but professional
NOT: Your report was totally awesome!
BUT: Your report was well written.
4. Express ideas positively

NOT: We can’t ship until May 1.
BUT: We can ship on May 1.
5. Be courteous
NOT: You must review the figures quickly.
BUT: Please review the figures quickly.
6. Employ bias-free language

NOT: Our office girls can do this for you.
BUT: Our office workers can do this for you.
7. Prefer plain language and familiar words
NOT: The remuneration is…
BUT: The salary is…
8. Employ bias-free language

NOT: Please contact me.
BUT: Please e-mail me.
Developing Reader Benefits and the “You” View (1 of 2)
Sender Focus Receiver Focus

We are requiring all staffers to complete these Please complete these forms so that you will be
forms in compliance with company policy. eligible for health and dental benefits.
Because we need more space for our new This two-for-one sale enables you to buy a
inventory, we are having a two-for-one sale. year’s supply of supplies but pay only for six
months’ worth.
Developing Reader Benefits and the “You” View (2 of 2)
“I” and “We” View “You” View

We take pleasure in announcing an agreement we An agreement with Dell allows you and other
made with Dell to allow us to offer discounted students to buy discounted laptops at your student
laptops in the student store. store.
We are issuing a refund. You will receive a refund.
I have a few questions on which I would like Because your feedback is important, please tell us
feedback. your thoughts.
Negative Expressions and Their Hidden Messages
Negative Expression Hidden Message
You overlooked You are careless.
You state that But I don’t believe you.
You failed to What were you thinking?
You claim that It’s probably untrue.
You are wrong I am right.
You do not understand You are not very bright.
Your delay You are at fault.
You forgot to Besides being inefficient, you are
stupid and careless.
Three Phases in Team Writing
Phase 1
Prewriting
Team members work closely to determine purpose, audience, content, and
organization.
Phase 2
Drafting
Team members work separately to collect information and compose first draft.
Phase 3
Revising
Team members work together to synthesize and edit, but individuals may do
the final formatting and proofreading.
Team Collaboration Using a Wiki
End

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Unit 2

The Writing Process in the Digital Era

Student PowerPoint Library, 9e

The process is recursive, not linear.

Message importance Degree of formality

2. Develop the “you” view

4. Express ideas positively

6. Employ bias-free language

8. Employ bias-free language

Sender Focus Receiver Focus

“I” and “We” View “You” View

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