Planning

Business Messages

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Chapter 4 - 1

Learning Objectives

Using the Three-Step Writing Process

Analyzing the situation

Gathering information

Selecting the right medium

Organizing your information

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Chapter 4 - 2

Understanding the ThreeStep Writing Process

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Chapter 4 - 3

The Three-Step Process

Planning
Situation
Information
Medium
Organization
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Writing

Adapt to
the Audience

Compose
the Message

Completing
Revise
Produce
Proofread
Distribute
Chapter 4 - 4

Optimizing Writing Time

50% planning the message
25% writing the message
25% completing the message

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Chapter 4 - 5

Planning Effectively
Providing information
Expediting writing
Minimizing mistakes

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Chapter 4 - 6

Analyzing the Situation

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Chapter 4 - 7

Define Your Purpose

General
Inform, persuade, and collaborate

Specific
Your goals, audience actions, and
thoughts

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Chapter 4 - 8

Analyze Your Purpose

Will anything change?
Is your purpose realistic?
Is the timing right?
Is the purpose acceptable?

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Chapter 4 - 9

Profile Your Audience

Identify primary audience
Determine size and location
Determine composition
Gauge level of understanding
Review expectations and preferences
Forecast probable reaction
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Chapter 4 - 10

Gathering Information

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Chapter 4 - 11

Informal Techniques
Consider audience perspective
Seek community input
Company reports and documents
Ask audience for input

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Chapter 4 - 12

Uncover Audience Needs

Obvious information needs
Hidden information needs

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Chapter 4 - 13

Finding Your Focus

Discovery techniques
Free writing
Sketching

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Chapter 4 - 14

Provide Information
Accurate
Ethical
Pertinent

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Chapter 4 - 15

Selecting the Right Medium

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Chapter 4 - 16

Oral Media
Conversations
Interviews
Speeches
Presentations
Meetings

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Chapter 4 - 17

Written Media
Memos
Letters
Reports
Proposals

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Chapter 4 - 18

Visual Media
Communicate fast
Clarify complexity
Overcome barriers
Expedite memory

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Chapter 4 - 19

Electronic Media
Speaking
Writing
Visualizing

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Chapter 4 - 20

Choosing the Medium

Media richness
Message formality
Media limitations
Message urgency
Cost factors
Audience preferences
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Chapter 4 - 21

Organizing Information

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Chapter 4 - 22

Organizing the Message

Helps your audience
Saves time
Boosts understanding and acceptance

Helps you
Saves time and energy
Enhances your reputation
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Chapter 4 - 23

Defining the Main Idea

The topic
The broad subject of the message

The main idea

A specific statement about the topic

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Chapter 4 - 24

Generating Ideas
Brainstorming
Mind mapping
Storytellers tour
Journalistic approach
Question-and-answer chain

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Chapter 4 - 25

Limiting Message Scope

The nature of the subject
The attitude of the audience
Your level of credibility

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Chapter 4 - 26

Choose the Approach

Direct or Indirect
Audience reaction
Message length
Message type

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Chapter 4 - 27

Outline the Content

Basic outline
Identify each major point
Identify sub-points and evidence

Organization chart
Visualize overall structure
Understand relationships
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Chapter 4 - 28

Basic Message Structure

Start with the main idea
State the major points
Provide examples
Illustrate with evidence

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Chapter 4 - 29

Storytelling Techniques
The beginning
The middle
The end

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Chapter 4 - 30

All rights reserved. No part of this publication may be reproduced, stored in a

retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

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Chapter 4 - 31