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Chapter 4 LECTURE NOTES
Planning Business Messages
CHAPTER SYNOPSIS
Chapter 4 explains the communication process and the factors that influence the successful
transmission of meaning from sender to receiver. After exploring the barriers to communication,
this chapter goes on to describe the unique characteristics of business writing and the prevalent
use of digital messages, such as Facebook posts, e-mail, and tweets, in today’s digital workplace.
The 3-x-3 writing process, introduced early in the chapter and illustrated in Figure 4.2, describes
three steps in the writing process: prewriting, drafting, and revising. Chapter 4 describes and
illustrates the first step of the writing process (prewriting) with special attention focused on
analyzing, anticipating, and adapting to audiences. While some students may resist the planning
steps because they seem too time-consuming and unnecessary, you will want to stress the
importance of empathizing with their audiences and moving from sender-focused (“I/we”) to
receiver-focused messages (“you”). Poor planning often results in sender-focused messages that
alienate readers with insensitivity, bias, or negative attitudes.
Remind students that innovative companies use teams to achieve their objectives; therefore, it is
important to learn the strategies for preparing team-written documents and become familiar with
cutting-edge technology used by teams to share information and responsibilities. Chapter 4
thoroughly covers both of these topics.
LEARNING OBJECTIVES
1. Understand the nature of communication and its barriers in the digital age.
2. Summarize the 3-x-3 writing process and explain how it guides a writer.
3. Analyze the purpose of a message, anticipate its audience, and select the best communication
channel.
4. Employ expert writing techniques such as incorporating audience benefits, the "you" view,
conversational but professional language, a positive and courteous tone, bias-free language,
plain language, and vigorous words.
5. Understand how teams approach collaborative writing projects and what collaboration tools
support team writing.
WHAT’S NEW IN THIS CHAPTER
Created a new opening scenario featuring campus favorite Blake Mycoskie and his TOMS
shoes to grab students’ attention and engage them in chapter content.
Moved the communication process to this chapter so that the nature of communication relates
more closely to the writing process.
Created a new writing process graphic to better illustrate the functions of Guffey's signature
3-x-3 writing process.
Emphasized digital messages and channels throughout the chapter to reflect the current
digital revolution.
Created a new list of communication channels with updated and streamlined content ranging
from rich to lean options.
Updated the discussion of digital collaboration tools and added a new graphic illustrating
how wikis work.
Added a new section devoted to practical advice on how to edit team writing without making
enemies of fellow team members.
Created nearly 100 percent new end-of-chapter exercises and activities so that students have
fresh opportunities to apply the skills taught in this chapter.
LECTURE OUTLINE
I. Understanding the Nature of Communication (p. 121)
Definitions:
Communication is the transmission of information and meaning from one individual or
group to another.
The sender is the person with whom the message originates.
Encoding involves converting an idea into words or gestures that convey meaning.
Bypassing occurs when misunderstandings result from missed meanings.
A channel is the medium over which the message travels.
Noise is anything that interrupts the transmission of a message in the communication
process.
The receiver is the person for whom the message is intended.
Decoding means translating the message from its symbol form into meaning.
A. The Process of Communication
Sender has idea.
Sender encodes idea in message.
Sender selects channel and transmits message.
Receiver decodes message.
Feedback returns to sender.
Figure 4.1 The Communication Process
PowerPoint slides 1-4
B. Barriers That Create Misunderstanding
Bypassing
Differing frames of reference
Lack of language skill
Distractions
PowerPoint slide 5
C. Overcoming Communication Obstacles
Realize that communication is susceptible to breakdown.
Anticipate problems in the communication process.
Focus on the receiver’s environment and frame of reference.
Improve your listening skills.
Encourage feedback.
PowerPoint slide 6
II. Using the 3-x-3 Writing Process as a Guide (p. 126)
A. Defining Your Business Writing Goals
Purposeful. You will be writing to solve problems and convey information.
Economical. You will try to present ideas clearly but concisely.
Audience oriented. You will concentrate on looking at a problem from the reader’s
perspective instead of seeing it from your own.
PowerPoint slides 7, 8
B. Introducing the 3-x-3 Writing Process
Prewriting: Analyzing, Anticipating, Adapting
Drafting: Researching, Organizing, Drafting
Revising: Editing, Proofreading, Evaluating
Figure 4.2 The 3-x-3 Writing Process
C. Pacing the Writing Process
Phase 1 (Prewriting): About 25% of the time
Phase 2 (Drafting): About 25% of the time
Phase 3 (Revising): About 50% of the time
Figure 4.3 Scheduling the Writing Process
PowerPoint slides 9, 10
III. Analyzing and Anticipating the Audience (p. 129)
A. Determining Your Purpose
Why am I sending this message?
What do I hope to achieve?
PowerPoint slide 11
B. Anticipating and Profiling the Audience
What is the reader or listener like?
How will that person react to the message?
Figure 4.4 Asking the Right Questions to Profile Your Audience
PowerPoint slide 12
C. Selecting the Best Channel
How important is the message?
How much feedback is required?
How fast is feedback needed?
Is a permanent record necessary?
How much can be spent?
Will the message be formal or informal?
Is confidentiality important?
What is the receiver’s level of technical expertise?
How rich should the channel be?
Figure 4.5 Comparing Rich and Lean Communication Channels
PowerPoint slides 13-16
IV. Using Expert Writing Techniques to Adapt to Your Audience (p. 132)
Figure 4.6 Applying Expert Writing Techniques to Improve an E-Mail Message
A. Spotlighting Audience Benefits
Emphasize benefits to the audience.
Focus on the needs of your audience and demonstrate empathy.
B. Developing the “You” View
Focus on the receiver.
Emphasize second-person pronouns (you, your). Instead of “We need you to work
on Saturday,” try this: “By working on Saturday during the open house, you may
surpass your sales goals for the quarter.”
Avoid overusing you or your message may appear to place blame and cause ill will.
C. Sounding Conversational but Professional
Strive to be conversational but professional.
Keep your messages professional and do not use texting-style abbreviations,
slang, sentence fragments, and chitchat.
Avoid low-level diction.
Figure 4.7 Levels of Diction
D. Being Positive Rather Than Negative
Find positive ways to express your ideas to avoid angry reactions from your
audience. Avoid words like complaint, criticism, defective, failed, mistake, and
neglected.
E. Expressing Courtesy
Soften the tone of your message by using a courteous tone and words like please
and thank you.
F. Employing Bias-Free Language
1. Avoiding Gender Bias
Use neural, inclusive expressions and avoid sexist language.
firefighter instead of fireman
letter carrier instead of mailman
2. Avoiding Racial or Ethnic Bias
Indicate racial or ethnic identification only if the context demands it.
A sales manager instead of A Korean sales manager
A graphic designer instead of A Hispanic graphic designer
3. Avoiding Age Bias
Specify age only if it is relevant, and avoid expressions that are demeaning or
subjective.
The receptionist retired. instead of The older receptionist retired.
a woman instead of little old lady
4. Avoiding Disability Bias
Unless relevant, do not refer to an individual’s disability.
The applicant instead of the handicapped applicant
G. Preferring Plain Language and Familiar Words
Use strong verbs and concrete nouns to provide more specific information to your
audience.
H. Using Precise, Vigorous Words
Figure 4.7 Improving the Tone in an E-mail Message
I. Checklist for Adapting a Message to Its Audience
Identify the message purpose.
Select the most appropriate channel.
Profile the audience.
Focus on audience benefits.
Avoid gender, racial, age, and disability bias.
Be conversational but professional.
Express ideas positively rather than negatively.
Use short, familiar words.
Search for precise, vigorous words.
PowerPoint slides 17-24
V. Sharing the Writing in Teams (p. 139)
A. When Is Team Writing Necessary? Collaboration on team-written documents is
necessary for projects that are (1) big, (2) have short deadlines, and (3) require the
expertise or consensus of many people.
B. Why Are Team-Written Documents Better? Collaboration improves the quality of
the document, builds camaraderie among team members, enhances understanding of the
organization’s values and procedures, strengthens communication, breaks down
functional barriers, and enhances buy-in.
C. How Are Team-Written Documents Divided? Teams work closely together in
Phase 1 (prewriting) of the writing process. Team members generally work separately in
Phase 2 (drafting), when they conduct research, organize their findings, and compose a
first draft. During Phase 3 (revising) teams may work together to synthesize their drafts
and offer suggestions for revision.
Figure 4.8 Sharing the Writing of Team Documents
PowerPoint slides 25, 26
D. What Digital Collaboration Tools Support Team Writing?
E-mail
Instant messaging and texting
Wikis
Track changes and other tools
Web and telephone conferencing
Google Docs and other collaboration software
Figure 4.9 Team Collaboration Using a Wiki
E. How to Edit Team Writing Without Making Enemies
Begin your remarks with a positive statement.
Do you understand the writer’s purpose?
Is the material logically organized?
What suggestions can you make to improve specific ideas or sections?
Make polite statements (I would suggest; you might consider).
Figure 4.10 Track Changes and Comment Features in Team Documents
PowerPoint slides 27-29
