Lesson 4: Planning Audience-Centered Business Messages

Overview

As you read and study this chapter keep in mind why it is important to have a clear purpose when you communicate and why it is important to keep your audience’s needs in mind. When you finish reading, think about some written and oral messages you have sent that would have benefited from greater advance planning. Remember, the most effective business messages are planned.

Objectives

After reading and studying Chapter 4 you will be able to:

1. describe the three stages of the composition process.

2. name four criteria that will help you test the purpose of your message.

3. explain why it is important to analyze your audience when composing business messages, and list four ways you can develop your audience’s profile.

4. name six ways to satisfy your audience’s informational needs.

5. discuss five ways to establish a good relationship with your audience.

6. list eight things to consider when selecting communication channels and media.

The three stages of the composition process are planning your message, organizing and composing your message, and revising your message.

A message is more likely to accomplish its purpose if it is realistic, is acceptable to the organization, is delivered by the right person, and is delivered at the right time.

Analyzing your audience places you in a better position to satisfy their informational needs and establish a good relationship with them. You can develop your audience’s profile by identifying the primary audience, determining their size and composition, gauging their level of understanding, and estimating their probable reaction.

To satisfy your audience’s informational needs: find out what they want to know; anticipate unstated questions; provide all required information; make sure all information is accurate; communicate ethically; and emphasize ideas of greatest interest to them.

You can establish a good relationship with your audience by using the “you” attitude, emphasizing the positive, establishing your credibility, being polite, and using bias-free language.

In addition to formality, confidentiality, feedback, complexity, time, and cost, you’ll need to consider which communication channel your audience prefers and whether you’ll need a permanent record of the communication.

Assignment

Read and study Chapter 4 paying particular attention to Sharpening Your Skills on page 94 and Focusing on Ethics on page 105. Complete the self-study quiz to determine if you understand the concepts presented. To reinforce the concepts learned answer the Critical Thinking Questions on page 118, email your responses to your instructor.