Business Communication 10e, Newman - National Paralegal

Business Communication

10e, Newman

© 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted

in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use.

Audience Analysis

Planning Drafting

Revising Proofreading

© 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a

certain product or service or otherwise on a password-protected website for classroom use.

How is writing

important for your

career plans?

In what ways could

writing distinguish

you from others

throughout your

career? Click here to link to the video.



http://www.cengage.com/bcomm/book_content/newman_9781285187044/ppt/ch04.html

Audience Analysis

Studying relevant aspects of the

receiver

PlanningDetermining

purpose, content, and organization

DraftingComposing a first

draft

RevisingEditing for content,

style, and correctness

ProofreadingChecking for

content, typographical, and

format errors



Audience Analysis

Planning Drafting




What Is the Value of Analyzing an Audience?

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Remember This About Your Audience

No one is perfect.People need specific information.

Most people are honest and reasonable.

People want to know what they will gain by taking action.

People don’t like to be “talked down to.”

Most people would react to your message the same way you would if you had received it.

© 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in

part, except for use as permitted in a license distributed with a certain product or service or otherwise on

a password-protected website for classroom use.

Who is the audience?

What is your relationship with the audience?

How will the audience likely react?

What does the audience already know?

What is unique about the audience?



The Century Aurora theater in Colorado, where 12 people were

killed and 58 injured, reopened a few months after the shooting

incident. To encourage people to return, the theater sent

invitations to the victims’ families for a "special evening of

remembrance," with a movie showing. The families didn’t

appreciate the gesture and responded by letter.

See the

invitation and

read the letter

on the blog.



http://www.denverpost.com/dnc/ci_22296310/letter-families-aurora-theater-shooting-victims-cinemark

http://www.bizcominthenews.com/bizcom_in_the_news/2013/01/cine-families-of-victims-massacred-at-aurora-cinemark-theater-reject-cinemark-usas-offer-to-the-management-of-cinemark-u.html

Audience Analysis

Planning Drafting




General-Purpose Statement Specific Communication Objective

To compliment the employee

(after I observed a difficult

customer interaction)

To have the employee feel good after

the interaction with the customer and

to understand that she handled the

situation well

To win the business (by sending a

proposal to a prospective client)

To have the prospective client call us

for an in-person meeting before June

30

To help the customer to her

satisfaction

To help the customer embed a form on

her website and give her confidence to

do this on her own in the future



Message

Purpose

Possible

Points

Details

Possible

Points

Possible

Points

Possible

Points

Details

Details

Details

Details

Details



Introduction: Purpose, main points, and previewWhy should we create a frequent-stay program?

I) Reward guests for loyaltyII) Stay competitiveIII) Increase profits

1) How should we develop the program?I) Survey guests by locationII) Project all costs

i. Overheadii. Awardsiii. Research and developmentiv. Start-up

III) Study competitors’ programsi. Hiltonii. Holiday Inniii. Best Westerniv. Hyatt (to be continued)



Thank you for hiring our firm to redesign Bistro Q's menu.

This report describes our initial ideas and serves as a

starting point for discussion. We're excited about the

opportunity to work with you and are confident that

together we'll create an attractive, innovative menu that is

easy to understand. In this report, you will read the

project objectives as we understand them, our

straw‐model design, a proposed budget, and next steps.

We look forward to your feedback on our proposed

approach at our next meeting, on November 1.

Can you identify the purpose,

main points, and preview?



Thank you for hiring our firm to redesign Bistro Q's

menu. This report describes our initial ideas and serves

as a starting point for discussion. We're excited about the



easy to understand. In this report, you will read the project

objectives as we understand them, our straw‐model design,

a proposed budget, and next steps. We look forward to

your feedback on our proposed approach at our next

meeting, on November 1.

Purpose





Thank you for hiring our firm to redesign Bistro Q's

menu. This report describes our initial ideas and

serves as a starting point for discussion. We're excited

about the opportunity to work with you and are

confident that together we'll create an attractive,

innovative menu that is easy to understand. In this

report, you will read the project objectives as we

understand them, our straw‐model design, a proposed

budget, and next steps. We look forward to your

feedback on our proposed approach at our next

meeting, on November 1.

Main Points





Thank you for hiring our firm to redesign Bistro Q's menu.

This report describes our initial ideas and serves as a

starting point for discussion. We're excited about the



easy to understand. In this report, you will read the

project objectives as we understand them, our

straw‐model design, a proposed budget, and next steps.

We look forward to your feedback on our proposed

approach at our next meeting, on November 1.

Preview





Last week, you mentioned that you would like to do

something special for our major clients. Based on my

discussions with several people over the past six months, I

recommend building a community of our key product users.

In this proposal, I’ll discuss what other firms are doing and

what results they have seen from building client

communities. You’ll see the potential benefits of hosting a

conference for our top 50 clients: improving the perception

of our brand and increasing future sales.








recommend building a community of our key product users.

In this proposal, I’ll discuss what other firms are doing and

what results they have seen from building client

communities. You’ll see the potential benefits of hosting a

conference for our top 50 clients: improving the perception

of our brand and increasing future sales.

Purpose








recommend building a community of our key product

users. In this proposal, I’ll discuss what other firms are

doing and what results they have seen from building client

communities. You’ll see the potential benefits of hosting

a conference for our top 50 clients: improving the

perception of our brand and increasing future sales.

Main Points








believe we could build a community of our key product

users. In this proposal, I’ll discuss what other firms are

doing and what results they have seen from building

client communities. I will show the potential benefits of

hosting a conference for our top 50 clients: improving the

perception of our brand and increasing future sales.



Preview



Audience Analysis

Planning Drafting




Procrastination is just a habit.

A week or two before the deadline…



Choose the right environment

Minimize distractions

Schedule a reasonable block of time

State your purpose in writing

Write freely

Think out loud

Avoid perfectionism

Write the easiest parts firstDOGLIKEHORSE/SHUTTERSTOCK.COM



Follow company standards for the salutation

Use a descriptive, attention-grabbing subject

line

Don’t copy the world

Use BCC sparingly

Keep emails short and skimmable

Check your tone

Provide context

Follow company standards for the closing and

signature line





Link to the full

story on the

blog.

Epsilon, an email marketing firm, reported

that their contact list was stolen. Epsilon

sends emails on behalf of several large

companies. Companies responded in force,

contacting customers to disclose what

happened and to allay fears. According to

these messages and Epsilon's press release,

the impact on consumers is minimal. Compare

companies’

emails.

Audience Analysis | Planning | Drafting | Revising | Proofreading© 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a


http://www.bizcominthenews.com/bizcom_in_the_news/2011/04/companies-email-about-email.html

http://www.bizcominthenews.com/bizcom_in_the_news/2011/04/companies-email-about-email.html

Audience Analysis

Planning Drafting




CorrectnessStyleContent

Reread your

purpose statement

and the entire

draft to get an

overview of your

message.

Read each

paragraph again

(aloud, if possible)

to get a feel for

the rhythm and

flow of your

writing.

Identify

problems with

grammar,

spelling,

punctuation, and

word usage.



Audience Analysis

Planning Drafting




Misused words that spellcheckers won’t flag

Repeated or omitted words

Proper names and numbers

Titles and headings



Proofread in print

Print on yellow or pink paper

Wait a few hours or overnight

Use a ruler to guide and slow down your eyes

Read backwards, one sentence at a time

Audience Analysis | Planning | Drafting | Revising | Proofreading© 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a


1. There to busy with they’re report to be their for the hearing.

2. I will except your advise, but the affect of doing so may bring alot of change.

3. Your going to present you’re report first.

4. Whose going to let us know who’s turn it is to make coffee?

5. How much farther can we pursue this if its not past on through regular channels?



What other homonyms could cause confusion in

business writing?

Link to the

video via the

blog.



http://www.bizcominthenews.com/bizcom_in_the_news/video-examples-for-chapter-4-the-writing-process.html

Documents

Business Communication 10e, Newman - National Paralegal