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©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ©denphumi/ThinkStock
Instructor PowerPoint
1
Learning Objective
1
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © MelisendeVector.com/Fotolia
Ch. 2 / Slide 2
Discuss the five steps
in the communication
process.
Communication: the transmission of
information and meaning from a sender
to a receiver.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © yuuen/Fotolia
Ch. 2 / Slide 3
The Communication Process
Sender has
idea Sender
encodes
idea
Sender
selects channel
and transmits
message
Receiver
decodes
message
Feedback
returns
to sender
Learning Objective
2
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 2 / Slide 4
Recognize the goals of business writing, summarize the 3-x-3 writing process, and explain how it guides a writer.
A digital message is one that is generated, stored,
processed, and transmitted electronically by
computers using strings of positive and nonpositive
binary code (0s and 1s).
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © bloomua/Fotolia
Ch. 2 / Slide 5
Defining Your Business Writing Goals
• Purposeful
• Economical
• Audience-
oriented
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © bloomua/Fotolia
Ch. 2 / Slide 6
Introducing the 3-x-3 Writing Process
Analyze audience & purpose
Research background, collect info
Edit for clarity
Anticipate audience and its reaction to message
Adapt message to audience
Organize info
Draft first version
Proofread
Evaluate whether the message will accomplish goals
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 2 / Slide 7
Pacing the Writing Process
Revising
50%
Prewriting
25%
Drafting
25%
Learning Objective
3
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 2 / Slide 8
Analyze the purpose of a message, anticipate its audience, and select the best communication channel.
Secondary Purpose: To promote goodwill
Why are you sending the message
What do you hope to achieve?
Primary Purpose: To inform and to persuade
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © kyoko/Fotolia
Ch. 2 / Slide 9
Anticipating and Profiling the 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, attitudes?
Will reaction be neutral, positive, or negative?
How is secondary audience different from primary?
Supply more background information?
Reshape message for secondary audience?
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 2 / Slide 10
Remember that receivers will be thinking…
WIIFM(What’s in it for me?)
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © yuuen/Fotolia, © Andrey/Fotolia, © mostafa fawzy/Fotolia
Ch. 2 / Slide 11
Factors Affecting Channel Choice
Message importance
Amount and speed of feedback
Need for permanent record
Cost: How expensive?
Degree of formality
Confidentiality and sensitivity
Receiver’s preference
Receiver’s technical expertise
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © raven/Fotolia
Ch. 2 / Slide 12
Ten Levels of Richness in Workplace Communication Channels
1 2 3 4
FACE TO FACE
Richest medium. Best for persuasive, bad-news, and personal messages
TELEPHONE
Best choice
when two
people
cannot meet
in person
VIDEO CHAT
Best for
group inter-
action and
consensus-
building when
members are
dispersed
Best for
routine
messages
that do not
require
immediate
feedback
5
IM
Best for
short online
messages
that need a
quick
response
Richest to Leanest
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © raven/Fotolia
Ch. 2 / Slide 13
Ten Levels of Richness in Workplace Communication Channels
6 7 8 9 10
LETTER
For external messages that require formality, sensitivity, or a written record
MEMO
To distribute
interoffice
information,
especially
when e-mail
is unavail-
able
BLOG
To share
ideas with a
wide Internet
audience
and
encourage
responses
REPORT
To deliver
considerable
data
internally or
externally
WIKI
To provide a
repository
for digital
information
that can be
easily
changed
Richest to Leanest
Learning Objective
4
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 2 / Slide 14
Employ adaptive writing
techniques such as
incorporating audience benefits,
developing the “you” view, and
using conversational but
professional language.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 2 / Slide 15
Expert Writing Techniques
Spotlight audience benefits.
Develop the “you” view.
BUT: The warranty starts working for you immediately.
NOT: The warranty begins right away.
NOT: We have created an account dashboard that we love.
BUT: Your account dashboard gives you complete control.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 2 / Slide 16
Expert Writing Techniques
Be conversational but professional.
NOT: BTW, your report was totally awesome!
BUT: By the way, your report was well written.
NOT: The undersigned requests that all appropriately
completed performance reviews be returned to the
writer by the deadline of June 15.
BUT: Please return all performance reviews by June 15.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 2 / Slide 17
Developing Reader Benefits and the “You” View
Sender Focus Receiver Focus
We are requiring all staffers
to complete these forms in
compliance with company
policy.
Please complete these
forms so that you will be
eligible for health and dental
benefits.
Because we need more
space for our new inventory,
we are having a two-for-one
sale.
This two-for-one sale
enables you to buy a year’s
supply of supplies but pay
only for six months’ worth.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 2 / Slide 18
Developing Reader Benefits and the “You” View
“I” and “We” View “You” View
We take pleasure in announcing
an agreement we made with HP
to allow us to offer discounted
printers in the student store.
An agreement with HP allows
you and other students to buy
discounted printers at your
student store.
I have a few questions on which
I would like feedback.
Because your feedback is
important, please tell us your
thoughts.
Learning Objective
5
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 2 / Slide 19
Develop additional expert writing
techniques including the use of
a positive and courteous tone,
bias-free language, plain
language, and precise words.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 2 / Slide 20
Expert Writing Techniques
Be courteous.
Employ bias-free language.
BUT: Please complete the report.
NOT: You must complete the report.
BUT: Our office workers can do this.
NOT: Our office girls can do this.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 2 / Slide 21
Expert Writing Techniques
Prefer plain language and familiar words.
Use precise, vigorous words.
BUT: The salary is…
NOT: The remuneration is…
BUT: Please e-mail me.
NOT: Please contact me.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 2 / Slide 22
Negative Expressions and Their Hidden Messages
Negative Expression Hidden Message
You overlooked
You state that
You claim that
You are wrong
You do not understand
Your delay
You forgot to
You are careless.
But I don’t believe you.
What were you thinking?
It’s probably untrue.
I am right.
You are not very bright.
You are at fault.
You failed to
Besides being inefficient, you
are stupid and careless.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ©denphumi/ThinkStock
Ch. 2 / Slide 23