PLANNING WRITTEN & SPOKEN MESSAGES

Lehman, Dufrene & Sinha

Determine Purpose & Channel

Envision the Audience Consider the Context Choose a Channel & Medium Adapt to Audiences Need

Organize the Message Prepare the 1st Draft

Step 1: Determining the Purpose

Aristotles purposes for Communication

1.
2.

To INFORM To PERSUADE To ENTERTAIN

Additionally
3. 4.

To Convey Goodwill To Establish Credibility

Page 72- Second Column- 1st Paragraph

1.

Communicating to Inform Communicating to Persuade i. To influence or change the attitudes or actions of the receiver ii. Promote a product, service iii. Rallying for support iv. Almost all communication is Persuasive?! v. Always selling?! (P.73, 1st column, Para 1 & 2) vi. Persuasion is a time consuming activity* vii. Steps: Establish Credibility, Common

2.

2.

Communicating to Establish Credibility

i.

ii.

iii.
iv.
3.

v. i.

Communicating to Convey Goodwill

Demonstrate Strong Emotional Character & Integrity Reputation of Firm & Individual Credibility not through Command-Control Credibility through Expertise & Competence P.74-75 Ability to create & maintain positive, productive relationships with others Goodwill=Trust. And Vice Versa The ability to establish & maintain relationships is what makes the business world go around.

ii.

iii.

Step 2: Envision the Audience

1.

Obtaining a strong mental picture will help you in

1. 2.

3.

Establishing rapport and credibility Permits you to address the receivers needs and concerns Simplifies the task of organizing your message

Step 3: Consider the Context

Legal & Ethical Constraints Technology Culture Financial & Economical

Step 4: Choose a Channel & Medium

1.

2.

3. 4. 5. 6. 7. 8.

Richness Vs Leanness (Two Way face2 face) Need for Interpretation (Ambiguous-Non Verbal) Speed of Establishing Contact Time required for feedback Cost Amount of Information conveyed Permanent Record Control over message (Written Comm)

Step 5: Adapt to Audience Needs

You Centered P. 87 Column 1-How to Cultivate You Attitude

Step 6: Organize Step 7: First Draft