Chapter 3

Planning Business Messages

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 Learning Outcomes

 The three-step writing process

 Situation analysis when planning messages

 Information-gathering techniques, quality

 Appropriate media for messages

 Organization in business messages

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 Tips for Success

“It’s crucial that you always know your audience. You

can’t refine your message until you’ve figured out who
you’re trying to talk to. Whether you’re working in a
school, a legislature, or a technology company, effective
communication requires identifying and understanding
the people you’re trying to reach.”

— Aaron Brindle, Public Affairs Manager,

Google Canada

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 The Three-Step Writing Process

1. Plan 2. Write
- Analyze situation - Adapt approach
- Gather information - Compose message
- Select medium
- Organize information 3. Complete
- Revise
- Produce
- Proofread
- Distribute

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Time Required for Each Step

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 Define Your Purpose

Timing
Delivery

General

Realism
Specific
Purpose Purpose

Acceptability

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 Develop an Audience Profile

 Identify primary audience

 Determine size and geographical distribution

 Determine composition

 Gauge level of understanding

 Understand expectations

 Assess information preferences

 Forecast reaction

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 Gather Information

Audience
Employees and
Audience Input
Customers
Perspective

Company Message
Documents Community
Opinion

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 Uncover Audience Needs

 Audience needs are not always readily apparent

 Include your analysis of audience needs in your message:

it will demonstrate that you’ve thoroughly investigated
the problem

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Provide Required Information

 Right quantity?

 Verified quality?
- Is it accurate and complete?
- Is it ethical?
- Is it pertinent?

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 Select a Medium

Oral Written
• Face-to-face • Memos
• Meetings • Letters
• Interviews • Proposals
• Speeches • Reports

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 Select a Medium (cont’d)

Visual Electronic Versions of

• Infographics • Oral
• Any formats in which • Written
visual elements are • Visual
central • Social visual
communication
- Think multimedia

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 Factors to Consider

 Media richness

 Message formality

 Media limitations

 Urgency

 Cost

 Audience preference

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 Organizing Your Message

Writer Benefits Audience Benefits

Save time Promote understanding

Strengthen relationships Boost acceptance

Improve efficiency Save time

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14
Defining Your Main Idea

General Purpose

Specific Purpose

Basic Topic

Main
Idea

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 Generating Ideas

 Brainstorming

 Journalistic approach

 Question-and-answer chain

 Storyteller’s tour

 Mind mapping

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 Limiting Your Scope

 Consider the range of information, overall length, level of

detail

 Limit scope to minimum amount of information required

 Limit major supporting points to about 6

 You need fewer words to present routine information to an

informed audience

 You need more words to build consensus about complex,

controversial matters

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 Direct or Indirect Approach

Eager
Displeased
Interested
Direct Pleased
Uninterested Indirect
Unwilling
Neutral

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 Outline Your Content

Alphanumeric Decimal
1. First Major Point 1.0 First Major Point
A. First subpoint 1.1 First subpoint
B. Second subpoint 1.2 Second subpoint
1. Evidence 1.2.1 Evidence
2. Evidence 1.2.2 Evidence
2. Second Major Point 2.0 Second Major Point
A. First subpoint 2.1 First subpoint
1. Evidence 2.1.1 Evidence
2. Evidence 2.1.2 Evidence

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 Outline Your Content (continued)

Main Idea

Major Point A Major Point B Major Point C

Evidence Evidence Evidence Evidence Evidence Evidence

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 Storytelling Techniques

 Yes, these techniques are pertinent to business settings

 Stories help audience members imagine themselves

living through an experience

 Best applied to ideas intended to inspire, teach,

persuade, or warn

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 Real-World Application

Considering how fast, easy, and inexpensive electronic media

are, should they completely replace meetings and other face-
to-face communication in your company?

Why or why not?

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