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This presentation gives you a short, helpful introduction to business writing, online writing strategies and basic information architecture in relation to writing and layout. It comes with some suggestions for class activities and workshops, but the slides can be used as study materials as well. Fully validated with a bibliography and references/links.
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Service and Communication
2 Effective Planning and WritingCOMMUNICATION
The communication trio
communication 2
CONTENT
FORM
STRATEGY
FORMVisual layoutRhetoricsCodificationCultureStyle/genreText/speech
STRATEGYPlanning See next slide
CONTENTMessageObjective
Strategy: Comm. planning template
Source: http://goo.gl/4fXUrx
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Audience >
Identify and list your different audiences.
You can use a Stake-holder Analysis to help you do this.
Think about the audi-ence’s needs – what do they need and want to know from you?
Communication objectives >
Clarify specific objectives for each audience/stakeholder.
What do you want to happen when you communicate with the audiences: change of behaviour, knowledge, funding etc.?
Message >
Once you have clarified your objectives and got a full understanding of the audiences you need to communicate with, it’s time to plan the messages needed to meet your objec-tives and when and how these will be delivered.
Channel >
Think creatively, but be aware of the communi-cation effects and pos-sibilities of each type of channel! Evaluate:web / Email / presenta-tion / Newsletter / Event / Posters / Lunch-time meeting / Article / Podcast on intranet etc.
Timing
When? Why?
Who does what?
Practical issues?
Economy?
Communications Plan for :
Overall Communication Objective :
Content and form: Business writing
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Source: http://goo.gl/WQcwS2 . See also this ressource for tips on writing: http://goo.gl/oKAf0a
Workshop: 7 Cs of communication
Visit the website:http://www.mindtools.com/pages/arti-cle/newCS_85.htm
Read the article in groups. Discuss:
The 7 Cs; What do you consider to be related to content, and what is form? Or is there sometimes a mix?
What is a “call to action” (see Complete) ?
What is your good and bad experiencewith business writing?
CONCISECLEAR
CONCRETE
CORRECTCOHERENT
COMPLETE
CORTEOUS
Content, strategy and form: Online service writing
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Based on Förster, 2004.
THE LANGUAGE HAS A COLOUR. Or, to be more precise; the style conno-tates a certain form, a climate. At least, that’s the theory. Anyway it’s a good idea to work with a rhetorical strategi when writing for your social media audience. A part from ethos, logos and pathos, you can work with this strategy based on Försters work (2004).It’s usually a mix between two or more of these strategies!
■ BLUE function text: Information and facts: focus on numbers, dates, precise information.
■ GREEN function text: Guarantee and quality: focus on tradition, order, experience.
■ YELLOW function text: Spontanity: focus on ideas, visions, fun, spontanity.
■ RED function text: Contact and emotion: focus on empathy, warmth, invitation.
Visual strategy cues: numbers, graphs, non-fictional photos.
Visual strategy cues: positive groupings and culture.
Visual strategy cues: fun and dynamic life.
Visual strategy cues: peace, inviting, understanding
Form: Layout 101 via AIDA
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Busch et al., 2011: 268 f.
The hiearchy of graphics and typog-raphy is essential when you want to communicate your message, set your information priorities etc. The essential and basic levels can be planned strate-gically by following the AIDA model:
A : AttentionI : InterestD : DesireA : Action
Let’s start with the simple information hierarchy of the written business letter:
Sender / Return Address
Date
Reciever
HeadlineContent Nat. Officab iminvel iciatium eturi rerro ipsae
nulpa di odiam, tem quas reici cus volo incidus mi, con
porem harum.
Subheaders
for more topics or longer letters Tem eost, con por maio
id eum in pe comni comnihi litibus idunti temporro is
qui omni ut porupta con nitiaest, utemposandis nit qui
des aut a dolore qui niant.
Kind Regards,
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The anatomy of the poster:Marketing objective
A : AttentionI : InterestD : DesireA : Action
Busch et al., 2011: 268 f. Image ressource: http://goo.gl/RIrpSJ
Form: Layout 101 via AIDA
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The anatomy of the poster:Information objective
A : AttentionI : InterestD : DesireA : Action
What is the difference between a marketing poster and a service information product like a poster, a service booklet etc.?
Busch et al., 2011: 268 f. Image ressource: http://www.safetyoffice.uwaterloo.ca/hse/posters/wsib_82.jpg
Form: Layout 101 via AIDA
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The anatomy of interactive media:information kiosk
In relation to a static poster this infor-mation kiosk provides possibilities of tailor-made interactive service options for the customer. This requires strate-gies of usability, awereness of culture and the best information architecture.
Busch et al., 2011: 268 f. Image ressource: http://www.airportsinternational.com/wp-content/uploads/2013/01/Info-Kiosk-1.jpg
Form: Layout 101
Bibliography
References
Anne Mette Busch et al. (2011):Kommunikation i multimediedesign.Hans Reitzel/Gyldendal Akademisk.
Hans Peter Förster (2004):Texten wie ein Profi.Frankfurter Algemeine Buch.
Background literature/ressources
Gay Walley (2012):“The Smart Guide to Business Writing”.bookboon.com publising.Download the document here (PDF):http://goo.gl/oKAf0a
Communication planning (simple):http://goo.gl/4fXUrx
7 Cs of communication:http://goo.gl/WQcwS2
Business letters (examples):http://goo.gl/WWu0Zk
Graphic design by D. EngelbySlideshare profile:http://www.slideshare.net/engelby
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