Bài giảng Business Communication Design - Chapter 3: Creating Effective Messages

2/ePPT 3Creating Effective MessagesMcGraw-Hill/IrwinCommunication DesignCommunication designintrapersonal process of planning for and creating meaningful messagesCommunication DesignFIGURE 3.1 Eight Steps of Communication DesignMap Out Message GoalsGoaloutcome that you want to achieve and the reason you are communicatingPrimary goalsoutcome that you want to achieveSecondary goalshelp you to achieve your primary goalsMap Out Message GoalsIs the Goal Feasible?Feasibilitypracticality of your message goalsWhat Is My Intention?Goal intentionwhat you specifically want, need, or intend to doWhat Response Do I Want?Responsereaction you want or expect from your receiverMap Out Message GoalsTABLE 3.1 Goal IntentionEvaluate Your AudienceAudienceindividual or group who receives a messageDoes the Size of the Audience Matter?What Is the Type of Audience?Internal business audiencepeople employed by the same companyExternal business audiencecustomers or clients and those who work in other similar organizationsEvaluate Your AudienceTABLE 3.2 Types of AudiencesEvaluate Your AudienceWhat Do I Need To Know About My Audience?What’s Known and What’s NewWhat’s Real and What’s RightEvaluate Your AudienceWhat Is the Audience Benefit?What’s First and What’s Last Empathysensitivity to someone else’s feelings and situationEvaluate Your AudienceFIGURE 3.2 Audience DemographicsEvaluate Your Audience© Royalty-Free/CORBIS© © Brand X Pictures/PunchStockShape Message Content Main Ideagoal you want to accomplish with your message Themespecific point of view about an idea or topicShape Message ContentDesigning ArgumentsArgumentappeal to influence behavior or belief through reasoningFraming Your ContentFramingtailoring a message to your specific audienceMessage ElementsSelect ChannelsChannel carries messages between peopleSight, sound, smell, taste, and touchKeys to Channel SelectionChannel ChoicesSelect ChannelsFIGURE 3.3 Primary Human ChannelsSelect ChannelsTABLE 3.3 Channel KeysSelect ChannelsTABLE 3.4 Channels (1 of 2)Select ChannelsTABLE 3.4 Channels (2 of 2)Acquire ResourcesResearchprocess of acquiring information to ensure message accuracy, support a claim, or guide decision makingAcquire ResourcesTABLE 3.5 ResourcesGenerate Source CredibilitySourcelive person, narrative voice, business entity, or author from whom the message is transmittedCredibilitymaking your message believableCompetenceexpertise or knowledge that a source has in a given areaGenerate Source CredibilityReliabilitytrustworthiness of a message sourceDynamismdemonstrated enthusiasm the source has about the messageSimilarityconnection the source has with his or her audienceGenerate Source CredibilityFIGURE 3.4 Source CredibilityEliminate Design FlawsTable 3.6 Design Flaws (1 of 4)Eliminate Design FlawsTable 3.6 Design Flaws (2 of 4)Eliminate Design FlawsTable 3.6 Design Flaws (3 of 4)Eliminate Design FlawsTable 3.6 Design Flaws (4 of 4)Send MessageWhen to TransmitTimingwhen you transmit your messageTime-related messages or materialshave a limited life spanWhere to TransmitLocationplace from which you transmit your message?Questions