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Creating
Effective
Messages
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Communication Design
FIGURE 3.1 Eight Steps of Communication Design
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Map Out Message Goals
Goal
◦ outcome that you want to achieve and the
reason you are communicating
Primary goals
◦ outcome that you want to achieve
Secondary goals
◦ help you to achieve your primary goals
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Map Out Message Goals
• Is the Goal Feasible?
Feasibility
◦ practicality of your message goals
• What Is My Intention?
Goal intention
◦ what you specifically want, need, or intend to do
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Map Out Message Goals
TABLE 3.1 Goal Intention
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Evaluate Your Audience
Audience
◦ individual or group who receives a message
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Evaluate Your Audience
• What Do I Need To Know About My
Audience?
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Evaluate Your Audience
• What Is the Audience Benefit?
Empathy
◦ sensitivity to someone else’s feelings and situation
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Evaluate Your Audience
FIGURE 3.2 Audience Demographics
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Evaluate Your Audience
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Shape Message Content
Main Idea
◦ goal you want to accomplish with your message
Theme
◦ specific point of view about an idea or topic
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Shape Message Content
• Designing Arguments
Argument
◦ appeal to influence behavior or belief through
reasoning
• Message Elements
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Select Channels
◊ Channel carries messages between people
• Channel Choices
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Select Channels
FIGURE 3.3 Primary Human Channels
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Select Channels
TABLE 3.3 Channel Keys
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Select Channels
TABLE 3.4 Channels (1 of 2)
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Select Channels
TABLE 3.4 Channels (2 of 2)
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Acquire Resources
Research
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Acquire Resources
TABLE 3.5 Resources
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Generate Source Credibility
Source
◦ live person, narrative voice, business entity, or
author from whom the message is transmitted
Credibility
◦ making your message believable
Competence
◦ expertise or knowledge that a source has in a
given area
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Generate Source Credibility
Reliability
◦ trustworthiness of a message source
Dynamism
◦ demonstrated enthusiasm the source has
about the message
Similarity
◦ connection the source has with his or her
audience
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Generate Source Credibility
FIGURE 3.4 Source Credibility
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Eliminate Design Flaws
Table 3.6 Design Flaws (1 of 4)
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Eliminate Design Flaws
Table 3.6 Design Flaws (2 of 4)
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Eliminate Design Flaws
Table 3.6 Design Flaws (3 of 4)
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Eliminate Design Flaws
Table 3.6 Design Flaws (4 of 4)
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Send Message
• When to Transmit
Timing
◦ when you transmit your message
• Where to Transmit
Location
◦ place from which you transmit your message
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Questions
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