Chapter 2
Planning Business
Messages
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
1
Icebreaker: Miscommunication
1.
Consider all the ways you regularly communicate through writing: text,
Facebook posts, Tweets, email, etc.
• Have you ever had someone misunderstand one of your written
communications?
• Have you ever misunderstood something a friend or family member wrote to
you?
2.
Describe what happened.
3.
What did you learn, about writing, from this experience?
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
2
Learning Objectives
By the end of this chapter you should be able to:
2-1List the steps in the communication process.
2-2Describe the goals of business writers and three phases of the writing
process.
2-3Identify the intended purpose and audience of a message to select the best
communication channel.
2-4Discuss expert writing techniques that improve business messages.
2-5Apply writing techniques that improve the tone, clarity, and effectiveness of
a message.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
3
2-1
Exploring the Communication Process
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
4
2-1 Exploring the Communication Process (1 of 7)
• As the world becomes increasingly interconnected, people are communicating
more than ever, via e-mail, texts, instant messages, tweets, Slack, Zoom, and
other interactive media.
• Despite advancements in technology, the basic elements of the communication
process remain largely unchanged.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
5
2-1 Exploring the Communication Process (2 of 7)
• Communication may be defined as the transmission of information and
meaning from a sender to a receiver.
• The meaning is the idea, as the sender intended it.
• The process of communication can easily be sidetracked, resulting in
miscommunication.
• The process of communication achieves its purpose when both the sender and
receiver understand the process and how to make it work.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
6
2-1 Exploring the Communication Process (3 of 7)
Sender Has Idea
• The communication process begins when the sender has an idea.
• The idea may be influenced by complex factors including mood, frame of
reference, background, culture, and physical makeup, as well as the context of
the situation.
• Senders shape their ideas based on their own experiences and assumptions.
• When senders know their purpose and anticipate the expected response, they
are better able to shape successful messages.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
7
2-1 Exploring the Communication Process (4 of 7)
Sender Encodes Idea
• The next step in the communication process involves encoding, converting the
idea into words or gestures that will convey meaning.
• A major problem in communicating any message verbally is that words have
different meanings for different people.
• Skilled communicators choose familiar, concrete words.
• Senders must be alert to the receiver’s communication skills, attitudes,
background, experiences, and culture.
• International messages require even more caution.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
8
2-1 Exploring the Communication Process (5 of 7)
Sender Selects Channel and Transmits Message
• The channel the medium over which the message travels.
• Messages may be delivered by e-mail, SMS text, instant message, social media
post, letter, memorandum, report, announcement, picture, spoken word, fax,
Web page, or some other channel.
• Because digital networks come with distractions, only well-crafted messages
may be accepted, understood, and acted on.
• Noise is anything that interrupts the transmission of a message in the
communication process.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
9
2-1 Exploring the Communication Process (6 of 7)
Receiver Decodes Message
• The receiver is the individual for whom the message is intended.
• Decoding is the process of translating the message from its symbol form into
meaning.
• When the receiver understands the meaning intended by the sender, successful
communication take place.
• Having a receptive attitude and minimizing distractions can help receivers
decode messages successfully.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
10
2-1 Exploring the Communication Process (7 of 7)
Feedback Returns to Sender
• Feedback refers to the verbal and nonverbal responses of the receiver.
• Feedback helps the sender know that the message was received and
understood.
• Senders can encourage feedback by asking questions such as "Am I making
myself clear?" and "Is there anything you don’t understand?"
• Senders can further improve feedback by timing the delivery appropriately and
by providing only as much information as the receiver can handle.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
11
Knowledge Check 1
Fill in the Blank:
1.
________________ may be defined as the transmission of information and
meaning from a sender to a receiver.
2.
________________ involves converting an idea into words or gestures that
will convey meaning.
3.
________________ is anything that interrupts the transmission of a message
in the communication process.
4.
________________ refers to the verbal and nonverbal responses of the
receiver.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
12
2-2
Applying the 3-x-3 Writing Process to Business
Messages
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
13
2-2 Applying the 3-x-3 Writing Process to Business
Messages (1 of 5)
Understanding the Goals of Business Writers
• In the workplace writing should be:
− Purposeful. Your goal will be to solve problems and convey information. Each
message should have a definite strategy.
− Economical. You will try to present ideas clearly but concisely. Length is not
rewarded.
− Audience centered. You will look at a problem from the perspective of the audience
instead of seeing it from your own
Following the 3-x-3 Writing Process
• The 3-x-3 writing process breaks the writing process into three phases: prewriting,
drafting, and revising.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
14
2-2 Applying the 3-x-3 Writing Process to Business
Messages (2 of 5)
Analyze
• What is your purpose?
• What do you want the
receiver to do or believe?
• What channel should you
choose: face-to-face
conversation, group
meeting, e-mail, memo,
letter, report, blog, Slack,
tweet?
• What are the benefits or
barriers of each channel?
Anticipate
• What is the audience
profile?
• What does the receiver
already know?
• Will the receiver’s
response be neutral,
positive, or negative?
• How will the response
affect your organizational
strategy?
Adapt
• What techniques can you
use to adapt your
message to its audience?
• How can you promote
feedback?
• What can you do to
ensure positive,
conversational, and
courteous language?
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
15
2-2 Applying the 3-x-3 Writing Process to Business
Messages (3 of 5)
Research
• Gather data to provide
facts.
• Review previous
correspondence.
• Search company files for
background information.
• Talk with the boss and
colleagues.
• Search the Internet.
Organize
• Organize direct
messages with the big
idea first, followed by an
explanation in the body
and an action request in
the closing.
• For persuasive or
negative messages, use
an indirect
problem-solving strategy.
Draft
• Prepare a first draft
usually writing quickly.
• Focus on short, clear
sentences using the
active voice.
• Build paragraph
coherence by repeating
key ideas, using
pronouns, and
incorporating appropriate
transitional expressions.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
16
2-2 Applying the 3-x-3 Writing Process to Business
Messages (4 of 5)
Edit
Proofread
• Edit your message to be
sure it is clear, concise,
conversational, and
readable.
• Take the time to read the
message carefully.
• Revise to eliminate
wordy fillers, long
lead-ins, redundancies,
and trite business
phrases.
• Consider using headings
and numbered and
bulleted lists for quick
reading.
• Look for errors in spelling,
grammar, punctuation,
names, and numbers.
• Check to be sure the
format is consistent.
Evaluate
• Will this message
achieve its purpose?
• Does the tone sound
pleasant and friendly
rather than curt?
• Have you thought
enough about the
audience to be sure this
message is appealing?
• Did you encourage
feedback?
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
17
2-2 Applying the 3-x-3 Writing Process to Business
Messages (5 of 5)
Pacing the Writing Process
• You should expect to spend about 25 percent of your time prewriting, 25 percent
drafting, and 50 percent revising.
• Although writers perform the tasks described, the steps may be rearranged,
abbreviated, or repeated.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
18
Self-Assessment
1.
Divide a piece of paper into three columns.
2.
Label each column: prewriting, drafting, and editing.
3.
Skipping lines between each entry, list the three major steps of each writing
process.
4.
Below each step you list, identify some actions you might take or questions
you might ask yourself as you write a message.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
19
2-3
Analyzing the Purpose and Anticipating the
Audience
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
20
2-3 Analyzing the Purpose and Anticipating the
Audience (1 of 8)
Determining Your Purpose
• As you begin to compose a workplace message, ask yourself two important
questions:
− Why am I sending this message?
− What do I hope to achieve?
• Your responses will determine how you organize and present the information.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
21
2-3 Analyzing the Purpose and Anticipating the
Audience (2 of 8)
• Your message may have primary and secondary purposes.
• Informational messages explain procedures, announce meetings, answer
questions, and transmit findings.
• Persuasive messages attempt to sell products, convince managers, motivate
employees, and win over customers.
• Persuasive messages are often developed indirectly.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
22
2-3 Analyzing the Purpose and Anticipating the
Audience (3 of 8)
Anticipating the Audience
• Before writing any message, spend a moment thinking about the audience who
will receive it.
− What is the reader or listener like?
− How will that person react to the message?
• Although one can’t always know exactly who the receiver is, it is possible to
imagine some of that person’s characteristics.
• How much time you devote to answering these questions depends on your
message and its context.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
23
2-3 Analyzing the Purpose and Anticipating the
Audience (4 of 8)
Primary Audience
• Who is my primary reader or listener?
• What are my personal and professional
relationships with this person?
• How much does this person know about
the subject?
• What do I know about this person’s
education, beliefs, culture, and abilities?
• Should I expect a neutral, positive, or
negative response to my message?
Secondary Audience
• Who might see or hear this message in
addition to the primary audience?
• How do these people differ from the
primary audience?
• Do I need to include more background
information?
• How must I reshape my message to
make it understandable and accessible
to others to whom it might be forwarded?
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
24
2-3 Analyzing the Purpose and Anticipating the
Audience (5 of 8)
Tailoring Your Message to the Audience
• Identifying your primary and secondary audience can help you determine:
− What language is appropriate.
− Whether you should explain the background.
− Whether your tone should be formal or informal.
− How your audience will respond.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
25
2-3 Analyzing the Purpose and Anticipating the
Audience (6 of 8)
Choosing the Best Channel
• Consider the following factors to determine the most appropriate communication channel:
− Available technology
− Importance of the message
− Amount and speed of feedback and interactivity required
− Necessity of a permanent record
− Cost of the channel
− Degree of formality desired
− Confidentiality and sensitivity of the message
− Receiver’s preference and level of technical expertise
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
26
2-3 Analyzing the Purpose and Anticipating the
Audience (7 of 8)
• The richness of a channel involves the extent to which a channel or medium
recreates or represents all the information available in the original message.
• A richer medium permits more interactivity and feedback.
• A leaner medium presents a flat, one-dimensional message.
• Richer media enable the sender to provide more verbal and visual cues as well
as to tailor the message to the audience.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
27
2-3 Analyzing the Purpose and Anticipating the
Audience (8 of 8)
• Choosing the wrong medium can result in a message that is less effective or
even misunderstood.
• In choosing channels, keep in mind two tips:
− Use the richest media available.
− Employ richer media for more persuasive or personal communication.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
28
2-4
Employing Expert Writing Techniques to Adapt to
Your Audience
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
29
2-4 Employing Expert Writing Techniques to Adapt to
Your Audience (1 of 4)
Focusing on Audience Benefits
• Adapting your message to the receiver’s needs means putting yourself in that person’s
shoes.
• Empathy is the ability to share someone else’s feelings.
• Empathic attempt to do one of the following:
− Give something to the receiver
− Solve the receiver’s problems
− Save the receiver’s money
− Understand the feelings and position of the receiver
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
30
2-4 Employing Expert Writing Techniques to Adapt to
Your Audience (2 of 4)
Cultivating the “You” View
• Skilled communicators naturally develop the “you” view by emphasizing
second-person pronouns ("you," "your") instead of first-person pronouns ("I/we,"
"us," "our").
• A survey revealed that you phrasing was more effective than we phrasing for
conveying ideas related to interest and intent, such as in sales and marketing
messages.
• Researchers argued that you phrasing does a better job of subconsciously
grabbing attention and transferring ownership to the receiver.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
31
2-4 Employing Expert Writing Techniques to Adapt to
Your Audience (3 of 4)
• Overuse or misuse the second-person pronoun "you" can cause readers to feel
they are being manipulated.
• Emphasizing the “you” view and de-emphasizing "we/I" may result in overuse of
the passive voice.
• The active voice in writing is generally preferred because it identifies who is
doing the acting.
• Totally avoiding any first-person pronouns can make it difficult for you to show
your feelings and sterilize your writing.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
32
2-4 Employing Expert Writing Techniques to Adapt to
Your Audience (4 of 4)
Sounding Conversational but Professional
• An informal, conversational tone is usually more effective than a formal,
pretentious tone.
• Strive to be conversational but professional.
• Sound educated and mature.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
33
Knowledge Check 2
True or False:
1.
Overuse or misuse the second-person pronoun "you" can cause readers to
feel they are being understood.
2.
Emphasizing the “you” view and de-emphasizing "we/I" may result in overuse
of the passive voice.
3.
The passive voice in writing is generally preferred because it identifies who is
doing the acting.
4.
Totally avoiding any first-person pronouns can make it difficult for you to show
your feelings and sterilize your writing.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
34
2-5
Improving the Tone and Clarity of a Message
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
35
2-5 Improving the Tone and Clarity of a Message
(1 of 5)
Choosing to Be Positive Rather Than Negative
• Positive language can improve the clarity, tone, and effectiveness of a message.
• Positive language generally conveys more information than negative language
does.
• Positive messages are uplifting and pleasant to read.
• Using positive language helps the writer avoid negative words that create ill will.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
36
2-5 Improving the Tone and Clarity of a Message
(2 of 5)
Expressing Courtesy
• To maintain a courteous tone, avoid
− Sounding demanding or preachy.
− Being sarcastic.
− Expressing irritation, frustration or anger.
− Issuing orders
− Using first names without permission.
• Turning demands into rhetorical questions and giving reasons for your requests
can help you be a successful communicator.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
37
2-5 Improving the Tone and Clarity of a Message
(3 of 5)
Avoiding Gender-, Age-, and Disability-Biased Language
• Be cautious about expressions that might be biased in terms of gender, race,
ethnicity, age, and disability.
− Choose alternate language for words involving "man" or "woman," by using
plural nouns and pronouns, or by changing to a gender-free word
("person" or "representative").
− Avoid the "his or her" option; it’s wordy and conspicuously perpetuates the
exclusion of other gender identities.
− Specify age only if it is relevant.
− Do not refer to an individual’s disability unless it is relevant.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
38
2-5 Improving the Tone and Clarity of a Message
(4 of 5)
Preferring Plain Language and Familiar Words
• To avoid miscommunicating with primary and secondary audiences:
− Use plain language and familiar words your audience members will
recognize.
− Don’t avoid a big word that conveys your idea efficiently and is appropriate
for the audience.
− Reject pompous and pretentious language.
− Be selective in your use of jargon.
• Jargon describes technical or specialized terms within a field.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
39
2-5 Improving the Tone and Clarity of a Message
(5 of 5)
Using Precise, Vigorous Words
• Strong verbs and specific nouns give receivers more information and keep them
interested.
• Use the thesaurus (available in print, online, and on your computer) to expand
your word choices and vocabulary.
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
40