THE PROCESS OF PREPARING EFFECTIVE BUSINESS MESSAGE

We all confront situations where we have to communicate orally or in writing. Since communication is essential element of our daily routine so, it may vary from “simple” to “Complex”. But, whatsoever, the type, a few considerations should be kept while preparing “message.”

ANLYSING PURPOSE:

Business message may have purpose of ‘Informing’, ‘Persuading’, or ‘Collaborating’. The purpose determines interest level of audience. In messages where INFORMATION is purpose interest of audience is at minimal level. In PERSUASIVE messages participation (Interest) and communicators control is almost equal. Whereas, in message where purpose is COLLABORATION, participation of audience is at high level.

Informative messages may include ‘Change of Address’, Arrival of Fresh Stock’ etc.

Persuasive messages require action from audience and end up on selection / purchase of goods.

Collaborative messages may have appointment / selection discussion of Resellers / Distributors.

While defining purpose ‘four’ elements should be given vital attention:

A - Is purpose realistic?If the purpose reveal radical change

B - Is the time appropriate?If within organization or target audience, there is any change

wait till the settlement so that message could receive due attention.

C - Is the right person delivering your message?Despite all the tillage (hard work), if sender should be some

superior / senior sacrifice your credit for achieving objective.

D - Is your purpose acceptable to your organization?Your message must reflect the organizations priorities. Even-

though, a bad response is received.

ANALYSING AUDIENCE:

Target audience will determine content and process of message. If audience is known you are aware of reaction but when it is to predict for new Customer, Peer, or Boss you have to learn about them to adjust message to serve them:

Identify the primary audience:

If you can reach to opinion makers in your audience graph of success goes up because rest of audience get inspiration from them.

Determine Audience Size:

Message / Report for wide distribution requires level of formality, organization, and proper format in comparison

with an in house small group.

Determine Audience Composition:

To be understood across cultural barriers consider how audience think, learn and style they expect.

Gauge your audience’s level of understanding:

Include relevant and enough information, eliminate irrelevant,

do not distract their attention by putting pompous diction.

Project your audience’s expectation and preferences:

Will members of your audience expect complete details? Or will a summary sufficient what channel\medium do they

prefer.

Estimate your audience probable action:

If you expect favorable response, you can state conclusion and recommendations upfront and offer minimal supporting

evidence or vice versa.

Satisfying Audience’s Information needs through ideas and supporting data:

Considering others view points:

Put yourself in audience position and consider what they might

be thinking, feeling and planning.

Read reports & other company documents These documents are mines helpful information (company

report, memo, file, survey etc)

Informal discussion:

Chatting with fellow worker may provide ideas and information required. Similarly personal interviews are

convenient ways of gathering information.

Asking your audience’s for input: If you are unsure of what audience members need from

message, ask them through phone call, informal survey, or unofficial report

CHOOSE & COLLECT YOUR IDEAS:

You have your clear purpose and analysis of idea, now you will be choosing what to include in the message and what not. You can do:

Collecting the information from the letter received by underlining main points which require clarification or if there is any misunderstanding.

Brainstorm the points if the message is unsolicited and jot down them all.

While jotting down the points keep in mind importance of information, receiver’s individual, national, and organization variables.

You may require specific information, facts and figures.

ORGANIZE MESSAGE:

1 - Direct / Deductive:

2 - Indirect / Inductive:

NUTSHEL

A good message answers all audience questions. If you don’t know what audience members want to know, you’re likely to supply appropriate information.

Your audience may not be aware of many aspects of vital information needed by them.

They might consider peaces of information as trivial but with your experience you know the same is important.

You should provide complete ethical accurate and pertinent information.

Journalistic approach of asking who, what, when, where, why and how is a good test for checking thoroughness of answer or message.

Message should have complete information like PO box#, date, article, amount, time of supply, destination, consignee, consignor, mode of transportation etc.

Additionally message should not contain any wrong information, unauthorized promises. Your source of facts and information should be current and reliable.

It should also account for culture accuracy. Similarly the message should include enough details to avoid

misleading your audience. In case of any mistake or incorrect information should be supplied.