APPLYING THE THREESTEP WRITING PROCESSWord文件下载.docx
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APPLYING THE THREESTEP WRITING PROCESSWord文件下载.docx
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∙Updatesthediscussionofusingtechnologytodistributemessages
∙Devotesanentirecomponentchaptertowritingfortheweb
CHAPTER4:
PlanningBusinessMessages
CHAPTEROUTLINE
UnderstandingtheThree-StepWritingProcess
WhatIstheThree-StepProcess?
HowDoestheThree-StepProcessWork?
AnalyzingYourPurposeandAudience
DefineYourPurpose
DevelopanAudienceProfile
SatisfyingYourAudience’sInformationNeeds
FindOutExactlyWhatYourAudienceWantstoKnow
ProvideAllRequiredInformation
BeSuretheInformationIsAccurate
BeSuretheInformationIsEthical
BeSuretheInformationIsPertinent
AdaptingYourMessagetoServeYourAudienceandPurpose
SelecttheAppropriateChannelandMedium
OralMedia
WrittenMedia
LettersandMemos
ReportsandProposals
ElectronicMedia
EstablishaGoodRelationshipwithYourAudience
Usethe“You”Attitude
EmphasizethePositive
EstablishYourCredibility
BePolite
UseBias-FreeLanguage
ProjecttheCompany’sImage
LECTURENOTES
UnderstandingtheThree-StepProcess
Tocompeteforyouraudience’sattention,makeyourbusinessmessageslivelier,easiertoread,moreconcise,andmoreinteresting.
Forinterestingmessages,avoiddramaticcreative-writingtechniques,andmakeyourmessages
Purposeful
Audience-centered
Concise
Thewritingprocessmaybeviewedasthreesimplesteps:
Step1.Planning
∙Analyzeyourpurpose,audience,andmessagetoensuretheyareallaligned.
∙Investigatesupportingmaterialusingformalorinformalmethods.
∙Adaptyourmessagetosuityourneedsandmeetyouraudience’sexpectations.
Step2.Writing
∙Organizeyourideasbydefiningyourmainidea,limitingyourscope,groupingmajorpoints,andchoosingthedirectorindirectapproach.
∙Composeyourfirstdraftbyadaptingyourstyle(throughlevelofformalityandtone),bychoosingyourwordscarefully,andbycreatingeffectivesentencesandparagraphs.
Step3.Completing
∙Reviseyourmessagebyevaluatingcontent,reviewingreadability,andeditingandrewritingforconcisenessandclarity.
∙Produceyourmessageusingeffectivedesignelementsandsuitabledeliverymethods.
∙Proofreadyourmessagefortypos,errorsinlayout,alignment,spelling,andmechanics.
Whenwritingbusinessmessages,tryschedulingyourtimeasfollows:
Planning:
Atleastone-halfofyourtime
Writing:
Lessthanone-quarterofyourtime
Completing:
Morethanone-quarterofyourtime
Effectivecommunicatorscompleteallthreesteps,althoughnotnecessarilyinorder.
Amessage’sgeneralpurposedeterminestheamountofaudienceparticipationyouneedandtheamountofcontrolyouhaveoveryourmessage:
Toinform,youneedlittleinteraction,soyoucontrolthemessage.
Topersuade,youneedmoderateparticipation,andyouretainmoderatemessagecontrol.
Tocollaborate,youneedmaximumparticipation,andyouretainminimalmessagecontrol.
Todefinethespecificpurposeofyourmessage,askyourselfwhatyouraudienceshoulddoorthinkafterreceivingyourmessage.
Todecidewhethertoproceedwithyourmessage,askyourselffourquestions:
Isyourpurposerealistic?
Isthistherighttimeforyourmessage?
Istherightpersondeliveringyourmessage?
Isyourpurposeacceptabletoyourorganization?
Developanaudienceprofileby
Identifyingtheprimaryaudience
Determiningaudiencesize
Determiningaudiencecomposition
Gaugingyouraudience’slevelofunderstanding
Projectingyouraudience’sexpectationsandpreferences
Estimatingyouraudience’sprobablereaction
Formanykindsofbusinessmessages,youcaninformallygatherinformationtosatisfyyouraudience’sneedsby
Consideringothers’viewpoints
Readingreportsandothercompanydocuments
Chattingwithsupervisors,colleagues,orcustomers
Askingyouraudienceforinput
Thekeytoeffectivecommunicationis
Determiningyouraudience’sinformationneeds
Respondingtoallyouraudience’sinformationneedsandquestions
Findoutwhatyouraudiencememberswanttoknow:
Listentotheirrequests.
Clarifybyrestatingtheirrequestsinmorespecificterms.
Trytothinkofinformationneedsthataudiencemembersmaynotevenbeawaretheyhave.
Providealltheinformationyouraudiencerequires:
Usethejournalisticapproach(answeringwho,what,when,where,why,andhow).
Besuretheinformationyouprovideyouraudienceisaccurate(especiallysinceyourcompanyislegallyboundbyanypromisesyoumake).
Besuretheinformationyouprovideyouraudienceisethical(ashonestandcompleteasyoucanmakeit).
Besuretheinformationyouprovideyouraudienceispertinenttoyouraudience(tailoredtoyouraudience’sinterestsandneeds).
Toadaptyourmessagesothatitservesbothyouraudienceandyourpurpose,youneedto
Selectachannelandmediumthatfityourpurposeandthatsatisfyyouraudience’sexpectations
Makeplansforestablishingagoodrelationshipwithyouraudience
Whenselectingachannel,youchoosebetweentheoralandthewritten,thenconsiderthemediawithineachchannel.
Yourchannelandmediumchoicesgovernthestyleandtoneofyourmessage.
Mediarichnessisthevalueofamediuminagivencommunicationsituation.
Richnessisdeterminedbyamedium’sabilityto
Conveyamessagebymeansofmorethanoneinformationalcue(visual,verbal,vocal)
Facilitatefeedback
Establishpersonalfocus
Fromrichertoleaner,mediafallalongacontinuum:
Therichestcommunicationmediaincludeface-to-faceconversations,meetings,presentations,andvideoconferences.
Less-richmediaincludephonecalls,e-mail,voicemail,andteleconferencing.
Leanmediaincludeaddresseddocumentssuchasnotes,memos,andletters.
Theleanestmediaincludeunaddresseddocumentssuchasfliers,bulletins,andstandardformreports.
Usetherichestmediafornonroutine,complexmessages;
useleanermediatocommunicatesimple,routinemessages.
Whenchoosingamedium,consideryourmessage’s
Complexity(whichmightbefilteredoutbyamedium’slimitations)
Formality
Confidentiality
Feedbackrequirements
Timeconsiderations
Costconsiderations
Audienceexpectations(includingculturalpreferences)
Theoralcommunicationchannelincludesmediasuchas
Face-to-faceconversations
Telephonecalls
Speeches
Presentations
Meetings
Thechiefadvantageoforalcommunicationistheopportunityforimmediatefeedback.
Useoralcommunicationwhen
Youwantyouraudiencetoaskquestionsandmakecomments
You’retryingtoreachagroupdecision
You’retryingtorelateanemotionalmessage
Youwanttoreadyouraudience’sbodylanguageorhearthetoneoftheirresponse
Thewrittenchannelincludesmediasuchas
Lettersandmemos
Reportsandproposals
Faxes
Thechiefadvantageofwrittencommunicationistheabilitytoplanandcontrolyourmessage.
Usewrittencommunicationwhen
Yourinformationiscomplex
Youneedapermanentrecordofthemessage
Youraudienceislargeandgeographicallydispersed
Youdon’tneedordon’twantimmediateinteractionwithyouraudience
Useelectronicformsofcommunicationwhen
Youneedspeed
You’rephysicallyseparatedfromyouraudience
Timezonesdiffer
Youmustreachadispersedaudiencepersonally
You’reunconcernedaboutconfidentiality
Typesofelectroniccommunicationinclude
Voicemail—goodforshort,unambiguousmessages
Telec
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