Topics in This Chapter

Chapter 4
Planning Business
Messages

Ch. 4, Slide 1 Ch. 4, Slide 2

Guffey’s 3-x-3
What Business Writing Is Writing Process

Phase 1: Prewriting
Analyze, anticipate, adapt

Phase 2: Writing
Research, organize, compose

Phase 3: Revising
Revise, proofread, evaluate

Ch. 4, Slide 3 Ch. 4, Slide 4

Phase 1 - Prewriting
Scheduling the Writing Process
Analyze the task
Identify the purpose
Estimated Time Writers Should Spend on Each Phase Select the best channel
of the Writing Process Prewriting
(Thinking and Anticipate the audience
Planning) Visualize primary & secondary receivers
25%
What will be the recipient’s reaction?

Revising (45% Adapt the message

Revising and Write for the audience
5%
Proofreading) Writing Write with the “You” view
50% (Organizing and
Composing)
25%

Ch. 4, Slide 5 Ch. 4, Slide 6

Three Major Audiences to Envision When
Determining What to Write

Colleagues

Superiors and decision makers

Customers and general audiences
Questions to Ask When Selecting the
Best Channel for a Message

How important is the message?

How much feedback is required?

How fast is feedback needed?

Is a permanent record necessary?

E-Mail? Instant Message? Letter?

Ch. 4, Slide 7 Ch. 4, Slide 8

Questions to Ask When Selecting the

Best Channel for a Message

How much can be spent?

How formal is the message?

How sensitive or confidential is the message?
Memo?
Media Richness Theory

Describes the extent to which a channel or
medium recreates or represents all the
information available in the original message

Specifies that a richer medium, such as face-to-
face conversation, permits more interactivity
and feedback
Voice
Mail?

Ch. 4, Slide 9 Ch. 4, Slide 10

Media Richness Theory

Media Richness Theory Choosing Communication Channels

Specifies that a leaner medium, such as a report

or proposal, presents a flat, one-dimensional
message

Specifies that richer media enable the sender to
provide more verbal and visual cues and allow
the sender to tailor the message

Ch. 4, Slide 11 Ch. 4, Slide 12

The Internet Has Increased the Need for Solid Eight Adaptive Techniques to Create a
Writing Skills Positive Tone in a Message

Many businesses now help customers with live
Spotlight audience benefits.
chat, which requires customer representatives
For example, the warranty starts
to be able to write clear, concise, working for you immediately
conversational, and correct responses.

Cultivate the “you” view.

For example, your account is now open

Ch. 4, Slide 13 Ch. 4, Slide 14

Eight Adaptive Techniques to Create a Eight Adaptive Techniques to Create a

Positive Tone in a Message Positive Tone in a Message

Be conversational but professional.
Be courteous.

For example, your report was well
For example, please complete the
written, not your report was totally report, not you must complete the
awesome report!

Express thoughts positively.
Strive for bias-free language, avoiding

For example, you will be happy to, not gender, race, age, and disability biases.
you won’t be sorry that
For example, office workers, not office
girls

Ch. 4, Slide 15 Ch. 4, Slide 16

Eight Adaptive Techniques to Create a Developing Reader Benefits and

Positive Tone in a Message the “You” View

Use plain language and familiar
Sender-Focused
Receiver-Focused
words.
We are requiring all
Please complete these

For example, salary not remuneration staffers to complete forms so that you will
these forms in be eligible for health
compliance with and dental benefits.

Employ precise, vigorous words. company policy.
This two-for-one sale

For example, fax me, not contact me
Because we need enables you to buy a
more space for our year’s supply of
new inventory, we are paper, but pay only
having a two-for-one for six months’ worth.
sale.

Ch. 4, Slide 17 Ch. 4, Slide 18

 Developing Reader Benefits and Developing Reader Benefits and
the “You” View the “You” View

“I” and “We” View
“You” View
“I” and “We” View
“You” View

We take pleasure in
An agreement with
We are issuing a
You will receive a
announcing an HP allows you and refund. refund.
agreement we made other students to buy
I have a few
Because your
with HP to allow us discounted printers at questions on which I feedback is
to offer discounted your student store. would like feedback. important, please
printers in the student answer a few
store. questions.

Ch. 4, Slide 19 Ch. 4, Slide 20

Negative Expressions and Negative Expressions and

Their Hidden Messages Their Hidden Messages

Negative Expression
Hidden Message
Negative Expression
Hidden Message

You overlooked
You are careless.
You do not
You are not very

You state that
I don’t believe you. understand. bright.

You failed to
You are careless.
Your delay
You are at fault.

You claim that
It is probably untrue.
You forgot to
Besides being

You are wrong
I am right. inefficient, you are
stupid and careless.

Writers are sometimes unaware of the hidden Writers are sometimes unaware of the hidden
messages they send with their words. messages they send with their words.

Ch. 4, Slide 21 Ch. 4, Slide 22

Team Writing Is Often Three Phases for

Necessary for Project Work the Team Writing Process

When projects are larger than one person can
handle

When projects have short deadlines

When projects require the expertise or
consensus of many people

Ch. 4, Slide 23 Ch. 4, Slide 24

 Adapting to Legal and Ethical
Adapting to Legal Responsibilities Responsibilities

When communicating investment information,
Avoid litigation by using especially careful avoid misleading information, exaggeration,
language in four areas: and half truths.
1. Investment information
2. Safety information
When communicating safety information, warn
consumers of risks in clear, simple language.
3. Marketing information
4. Human resources information

Ch. 4, Slide 25 Ch. 4, Slide 26

Adapting to Legal and Ethical Adapting to Legal and Ethical

Responsibilities

When communicating marketing information,
avoid statements that falsely advertise prices,
performance capability, quality, or other
product characteristics.
Responsibilities

When communicating human resources
information

Avoid subjective statements in evaluating
employees; describe job-related specifics
objectively.

Avoid promissory statements in writing job ads,
application forms, and offer letters.

Ch. 4, Slide 27 Ch. 4, Slide 28

Adapting to Legal and Ethical

Four-Factor Test to Assess Fair Use
Responsibilities

Assume that everything is copyrighted.

Understand that Internet items are NOT in the
public domain.

Observe fair use restrictions.
©

Ch. 4, Slide 29
$
Ch. 4, Slide 30
 How to Ensure Fair Use Women CEO’s of Fortune 500 Companies

Question Patricia A. Woertz, Archer Daniels Midland

Angela F. Braly, WellPoint, Inc.
How can you always be safe? Indra K. Nooyi, PepsiCo, Inc.
Irene B. Rosenfeld, Kraft Foods Inc.
Lynn Laverty Elsenhans, Sunoco
Ellen J. Kullman, DuPont
Answer By John S. Donnellan

Carol M. Meyrowitz, TJX

Ursula M. Burns, Xerox Corporation
Ask for permission to borrow!
Ch. 4, Slide 31 Ch. 4, Slide 32

Women CEO’s of Fortune 500 Companies (con’t)

Laura J. Sen, BJ's Wholesale Club

Andrea Jung, Avon Products, Inc.
Deanna M. Mulligan, Guardian
Indra K. Nooyi, PepsiCo, Inc.
Debra L. Reed, Sempra Energy
Denise M. Morrison, Campbell Soup
Beth E. Mooney, KeyCorp Lynn Laverty Elsenhans, Sunoco

Irene B. Rosenfeld, Kraft Foods Inc.

Ch. 4, Slide 33 Ch. 4, Slide 34

Debra L. Reed, Sempra Energy

Patricia A. Woertz, Archer Daniels Midland

Ellen J. Kullman, DuPont Ursula M. Burns, Xerox Corporation

Ch. 4, Slide 35 Ch. 4, Slide 36

END

Ch. 4, Slide 37