Bài giảng Business Communication - Chapter Five: Creating Effective Business Messages

Chapter FiveCreating EffectiveBusiness MessagesMcGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.Learning ObjectivesLO5.1 Explain the goals of effective business messages and the process for creating them.LO5.2 Identify the needs of your audience in the AIM planning processLO5.3 Develop and refine business ideas in the AIM planning process.Learning Objectives (cont.)LO5.4 What are the levels and areas of management I need to know to move up, down, and sideways?LO5.5 Explain and apply positive and other-oriented tone in business messages.The Process for Creating Business MessagesWriting effective business messages involves a process—one that involves examining, developing, and refining business ideas in a way that provides to your audienceIt drives collaboration and productivity in your work relationships.The Process for Creating Business MessagesExpert writers are more likely to analyze the needs of the audience, generate the best ideas to tackle a problem, and identify the primary message and key points before starting a formal draft of a business message.The AIM Planning Process forBusiness MessagesThe most important stage of creating effective business messages is planningThe AIM planning process unleashes your best thinking and allows you to deliver influential messagesThe AIM Planning Process forBusiness MessagesFigure 5.3Considering Reader Values and PrioritiesValues refer to enduring beliefs and ideals that individuals hold.Priorities involve ranking or assigning importance to things, such as projects, goals, and task.Idea DevelopmentDeveloping great business ideas involves:Sorting out the business issues and objectivesCollecting as many relevant facts as possibleMaking sound judgments about what the facts mean and imply.Analyzing the Business Problem/sFacts statements that can be relied on with a fair amount of certainty and can be observed objectivelyConclusions statements that are reasoned or deduced based on facts. Analyzing the Business Problem/sPositions stances that you take based on a set of conclusions.Setting Up the Message FrameworkMost business arguments employ a direct or deductive approach They begin by stating the primary message Then they lay out the supporting reasons and conclude with a call to actionTypical Deductive Framework for a Business Argument and Related Paragraph StructureFigure 5.5Concern for OthersAvoid relying too heavily on the I-VoiceRespect the time and autonomy of your readersGive credit to othersSending the Right Meta MessagesMeta messages the overall but often underlying messages people take away from a communication or group of communicationsencoded and decoded as a combination of content, tone, and other signals