bus 305 week 2
TRANSCRIPT
BUS 305Week 2
Agenda
• The writing process
• Outlining
• Strategic communication decisions
• Crafting messages
The Four Major Phases of Writing
Content Determine the information you want to communicate
Organization Arrange the content into an appropriate structure, preferably using an outline to arrange information in an appropriate hierarchy and sequence.
Writing Compose and revise all the sentences and paragraphs.
Design Add appropriate visual elements, such as headings, art, typographic enhancements, and spacing.
Composing Messages
Identify your Purpose
Analyze your Audience
Develop an Outline
Decide on a Strategy
Clarify Your Purposes
• General purposes of a Message• To inform• To persuade• To build relationships or develop trust
• Specific purpose (goal)
• For example
Analyze the Audience
Analyze Audience Emotions
Negative Neutral Positive
Frustrated Passive Interested
Defensive Complacent Motivated
Angry Apathetic Excited
Hostile Aloof Happy
Choose the Best Channels
Channel Evaluation Factors
Create an Outline
DetailDetailDetail
Category
DetailDetailDetail
Category
Main Message
Top-down Outlining(Categories down to details)
Bottom-up Outlining(Details up to categories)
Top-Down Outlining
On-the-Job Injuries1. Impact of occupational injuries on workplace
A. Injury statisticsB. Death statistics
2. Major causes of injuriesA. OverexertionB. FallsC. Contact with objects or equipment
3. Most Injury-prone industriesA. MiningB. ConstructionC. ManufacturingD. Agriculture
4. Prevention StrategiesA. TrainingB. Workplace design
On-the-Job Injuries1. Impact of occupational injuries on workplace
A. Injury statisticsB. Death statistics
2. Major causes of injuriesA. OverexertionB. FallsC. Contact with objects or equipment
3. Most Injury-prone industriesA. MiningB. ConstructionC. ManufacturingD. Agriculture
4. Prevention StrategiesA. TrainingB. Workplace designT
radi
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line
Tra
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Top-Down Outlining
Tree Structure
Top-Down Outlining
Why a New Training Director
Errors Increasing
Errors Increasing
MoreEmployees
MoreEmployees
BurdenedLine Mgrs.BurdenedLine Mgrs.
Need Tng.StandardsNeed Tng.Standards
Detail
Detail
Detail
Detail
Detail
Detail
Detail
Detail
Detail
Detail
Min
d M
apM
ind
Map
Bottom-Up Outlining
Three Steps 1.Create “free list”2.Classify into categories3.Choose best sequence
Free List Categories Sequence
Evaluate the Outline
5 Test
s
Effective Strategy
3 Strategy Decisions
1 Logic Emotion Both logic & emotion
2 Positive Negative Both positive & negative
3 Direct Indirect
Important Style Factors
ReadabilityReadability——Sentence lengthSentence length——Word difficultyWord difficulty
FormalityFormality——More formalMore formal——Less formalLess formal
DictionDiction——SlangSlang——FloweryFlowery——PreferredPreferred
Writing Styles
Academic Writing
Creative Writing
Scholarly Writing
Business Writing
Readability
RatingAverage Sentence Length
Percentage of Difficult Words
Very Easy <10 <10
Average 11-20 11-20
Difficult 21-30 21-30
Very Difficult 31+ 31+
The importance of structure
• OABC
• Opening
• Agenda
• Body
• Conclusion
OABC
Opening
a. The reason for the messageb. The problem you will later
addressc. A major recommendation you
are makingd. An answer to the reader’s
previous communicatione. Other key information
OABC
AgendaTypes
a. Quantify
b. Identify
c. Organize
d. Symbolize
OABC
BodyDevelop the key point(s) given in the opening or agenda
OABC
Ways to develop main ideas
ExplanationsIllustrations
EvaluationsApplications
Persuasion
Indirect Order Direct Order1 Fact 1 1 Conclusion or action
2 Fact 2 2 Fact 1
3 Conclusion or action 3 Fact 2
Enemies of Logical Reasoning
=Indefensible Conclusions
Paragraph Standards
Coherence
Length
OrganizationUnity
Development
OABC
Closinga. Summary
b. Conclusions
c. Recommendations
Activity
• In groups of 4 create a topical, top down outline for delivering a 5 minute speech on the corporate purchase of iPhone or Android phones for an entire organization
• What strategy would you use (direct or indirect? Heart and/or head? Positive and/or negative?) Give examples
• Would you try to inform or persuade?
For Wednesday
• Have an electronic copy of your resume available!