Lecture Business communication design - Chapter 3: Creating effective messages

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The main contents of this chapter include all of the following: Communication design, map out message goals, evaluate your audience, shape message content, select channels, acquire resources, generate source credibility, eliminate design flaws, send message.

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Nội dung Text: Lecture Business communication design - Chapter 3: Creating effective messages

2/e P P T ©2007 by the McGrawHill Companies, Inc. All rights reserved.
3 Creating Effective Messages ©2007 by the McGrawHill Companies, Inc. All rights reserved. McGrawHill/Irwin
Communication Design  Communication design ◦ intrapersonal process of planning for and creating meaningful messages 3
Communication Design FIGURE 3.1 Eight Steps of Communication Design 4
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 5
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 • What Response Do I Want?  Response ◦ reaction you want or expect from your receiver 6
Map Out Message Goals TABLE 3.1 Goal Intention 7
Evaluate Your Audience  Audience ◦ individual or group who receives a message • Does the Size of the Audience Matter? • What Is the Type of Audience?  Internal business audience ◦ people employed by the same company  External business audience ◦ customers or clients and those who work in other similar organizations 8
Evaluate Your Audience TABLE 3.2 Types of Audiences 9
Evaluate Your Audience • What Do I Need To Know About My Audience? • What’s Known and What’s New • What’s Real and What’s Right 10
Evaluate Your Audience • What Is the Audience Benefit? • What’s First and What’s Last   Empathy ◦ sensitivity to someone else’s feelings and situation 11
Evaluate Your Audience FIGURE 3.2 Audience Demographics 12
Evaluate Your Audience © Royalty-Free/CORBIS © © Brand X Pictures/PunchStock 13
Shape Message Content   Main Idea ◦ goal you want to accomplish with your message   Theme ◦ specific point of view about an idea or topic 14
Shape Message Content • Designing Arguments  Argument ◦ appeal to influence behavior or belief through reasoning • Framing Your Content  Framing ◦ tailoring a message to your specific audience • Message Elements 15
Select Channels ◊ Channel carries messages between people ◊ Sight, sound, smell, taste, and touch • Keys to Channel Selection • Channel Choices 16
Select Channels FIGURE 3.3 Primary Human Channels 17
Select Channels TABLE 3.3 Channel Keys 18
Select Channels TABLE 3.4 Channels (1 of 2) 19
Select Channels TABLE 3.4 Channels (2 of 2) 20