Business Communication and Innovation, MKT 309

University of North Carolina at Greensboro

Oliu, W.E., Brusaw, C.T., & Alred , G.J. (2020, 2016 & 2013). Writing that Works
Lucas , S. (2009). The Art of Public Speaking
Mackowski, L. & Garrett, D. (2017/Lasted revised 2020)
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Direct Approach:
 Indirect:

The most important thing for you to remember

is: People form their impressions very early when
reading correspondence – so presenting
negative messages indirectly (“sandwiched”) is
more effective.
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 Use a COMPLETE
Purpose Statement:
My primary purpose is to
Fill in the blank  ____________________
Explain, inform,
persuade, etc.

so that
you (my audience) will
Fill in this blank  ________________.
What do you want the
audience to know, to
do or to believe after
listening to your
speech or reading your
message?
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Writing: My primary purpose is to explain the
advantages of telecommuting so you will agree to
permit it at HVS Accounting for a trial period. (Adopted from
Oliu, Brusaw, & Alred, 2010, p. 5)

Speaking: The purpose of my presentation is to

inform you of the various tasks I performed at
Maplewood Adult Day Care Center so that you will
consider becoming a volunteer. (Adopted from Oliu, Brusaw, & Alred, 2013, p. 495)
• Consider your audience’s feelings and
attitudes

• Acknowledge contrary points of view

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1. Do you have more than one audience?

2. Do they have different levels of knowledge

about your subject?

3. What are the audience’s needs in relation to

the subject?

4. What do they need to know about the subject? 8

• Your professional relationship with your audience. How
does that affect the tone, style, word choice and scope of
your message?

• What happened? What is the story behind the reason for

your communication/message?

• Where did it happen? Why did it happen?

• Who was involved?

• How did it happen? What series of events led to your need

to communicate this message?
 What is Audience-Centeredness?

An approach which means you

keep the audience foremost in mind at
every step of your writing and or
speaking process.(Lucas, 2009)

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Demographics
Psychographics
Past Behavior

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 Can lead to stereotyping - which is an
oversimplified image of a group usually
done by assuming all members of group are
alike.

This can negatively impact your message.

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(Lucas, 2009)
Is the degree of detail you decide is
necessary to cover in your message
(Oliu, Brusaw, & Alred, 2010)

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 When considering the Scope of your message:

• Select information that is important to your audience.

• Include recent events that may influence how your

audience interprets your message.

• Recognize any national/cultural differences that

might affect your audience’s expectations or
interpretations of your message.
 Reminder:

“No matter how well researched or carefully

prepared a business communication may
be, if it is not carefully targeted for the
intended audience and purpose,
it will fail.”
(Oliu, Brusaw, & Alred, 2013).

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Consider:

• Speed:

• Cost:

• Number of people involved:

• How the message will be distributed and utilized?

• Opportunities to create Goodwill?

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Determine the medium by first
asking yourself: How should I
communicate my message?

Written or oral?

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What are some examples of written
communication?

What are some advantages?

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What are some examples of oral
communication?

What are some advantages?

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Communicate ethically by asking yourself these
questions:
•Is the communication honest and transparent?
•Is it in the best interest of my employer? the public,
Myself?
•What if everybody acted or communicated in this way?
•Did I violate anyone’s rights?
•Am I willing to take responsibility for the
communication, publicly and privately ?
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