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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
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.
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.
46 Chapter 4 Lecture Notes
• 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.
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
Chapter 4 Lecture Notes 47
PowerPoint slide 5
C. Overcoming Communication Obstacles
• Realize that communication is susceptible to breakdown.
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
Figure 4.2 The 3-x-3 Writing Process
C. Pacing the Writing Process
• Phase 1 (Prewriting): About 25% 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?
48 Chapter 4 Lecture Notes
Figure 4.4 Asking the Right Questions to Profile Your Audience
PowerPoint slide 12
C. Selecting the Best Channel
• How important is the message?
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
C. Sounding Conversational but Professional
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.
Chapter 4 Lecture Notes 49
E. Expressing Courtesy
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.
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.
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.
50 Chapter 4 Lecture Notes
V. Sharing the Writing in Teams (p. 139)
A. When Is Team Writing Necessary? Collaboration on team-written documents is
C. How Are Team-Written Documents Divided? Teams work closely together in Phase 1
Figure 4.8 Sharing the Writing of Team Documents
PowerPoint slides 25, 26
D. What Digital Collaboration Tools Support Team Writing?
• E-mail
Figure 4.9 Team Collaboration Using a Wiki
E. How to Edit Team Writing Without Making Enemies
• Begin your remarks with a positive statement.
Figure 4.10 Track Changes and Comment Features in Team Documents
PowerPoint slides 27-29
Chapter 4 Lecture Notes 51
Answers to Chapter Review Questions
1. Define communication. When is it successful? (Obj. 1)
Communication is the transmission of information and meaning from a sender to a receiver.
2. Describe the five steps in the process of communication. (Obj. 1)
1. The sender has an idea.
3. Name four barriers to communication and be prepared to explain each. What other
barriers have you experienced? (Obj. 1)
1. Bypassing
4. Define digital message. (Obj. 2)
5. In what ways is business writing different from school essays and private messages?
(Obj. 2)
Business writing has a purpose and a strategy; it is written to solve problems and convey
audience centered.
6. Describe the components in each stage of the 3-x-3 writing process. Approximately how
much time is spent on each stage? (Obj. 2)
Phase 1 (prewriting) involves analyzing the message purpose, anticipating the audience, and
52 Chapter 4 Lecture Notes
7. What does WIIFM mean? Why is it important to business writers? (Obj. 3)
8. How does profiling the audience help a business communicator prepare a message?
(Obj. 3)
Profiling the audience helps a business communicator determine the level of language, the
9. What seven factors should writers consider in selecting an appropriate channel to
deliver a message? (Obj. 3)
1. Importance of the message
10. Why is positive wording more effective in business messages than negative wording?
(Obj. 4)
11. What is the “you” view? When can the use of you backfire? (Obj. 4)
12. What are three ways to avoid biased language? Give an original example of each.
(Obj. 4)
Writers can generally avoid biased language by choosing alternate forms for words using
13. When are team-written documents necessary? (Obj. 5)
Chapter 4 Lecture Notes 53
14. How do teams collaborate during the three phases of the writing process? (Obj. 5)
Team members usually work together during the prewriting stage as they brainstorm and
15. What is a wiki, and why is it superior to e-mail in collaborating on writing projects?
(Obj. 5)
A wiki is a website that allows multiple users to collaboratively create and edit documents.
Answers to Critical Thinking Questions
1. Has digital transmission changed the innate nature of communication? (Obj. 1)
The authors of this text argue that the basic elements of communication have not been
2. Why do you think employers prefer messages that are not written like high school and
college essays? (Obj. 2)
Businesspeople prefer messages that are purposeful, persuasive, economical, and audience
3. Why should business writers strive to use short, familiar, simple words? Does this
“dumb down” business messages? (Obj. 4)
Using short, familiar, simple words increases the likelihood that business messages will be
understood. When writers do not try to impress readers and listeners with their extensive
54 Chapter 4 Lecture Notes
4. A wise observer once said that bad writing makes smart people look dumb. Do you
agree or disagree, and why? (Objs. 1−4)
5. Ethical Issue: A student in a business communication class refused to join a team
report-writing project because he said he hated situations in which he would end up
doing all the work with credit going to the team. What counseling should the instructor
give?
The instructor might assign the student a separate task, but doing so would undermine the
ZOOMING IN
TOMS Founder Blake Mycoskie Inspires Doing Good With a Powerful
Message
Critical Thinking
• In planning your business messages, how can you alter your writing to effectively engage
audiences of various ages or education levels?
Explain to students that, as business writers, they should try to be aware of their readers’
expectations, preferences, and limitations. For example, if they were writing to a very young
Chapter 4 Lecture Notes 55
• Why do even experienced writers use a writing process?
When people are unclear about what they want their writing to accomplish, it is unlikely that
• Why is it so important to know your purpose before beginning to write?
Knowing one’s purpose saves time and effort. Many writers begin writing and only as they
ZOOMING IN
Your Turn: Applying Your Skills at TOMS Shoes
Ethics Check Solutions
Ethics Check, Page 123
Bypassing or False Advertising?
J. C. Penny produced a T-shirt emblazoned with a ferocious red and blue eagle beneath the
words “American Made.” However, a small label inside revealed that the shirt was made in
Mexico. In response to complaints that the slogan was deceptive, a Penny spokeswoman
said that “American Made” referred to the actual person wearing the shirt, not to the
manufacturer. Do you think this was a simple case of miscommunication?
Although J. C. Penney officials had one meaning for the slogan in mind, the T-shirt carried
56 Chapter 4 Lecture Notes
Ethics Check, Page 128
Essays for Sale
Websites with playful names such as Cramster (now called Chegg Homework Help),
Course Hero, Koofers, and Spark Notes provide ready-made solutions and essays for
students. Do such sites encourage cheating and undermine the mental sweat equity of day-
to-day learning?
Students can probably name many more websites that provide essays and solutions to old exams.
Some might argue that professors should not assign essays that can easily be purchased online,
Photo Essay Solutions
Photo Essay Page 125
Despite the growing number of multitaskers in society, studies have found that people who
combine texting, video, phone, and other activities perform tasks significantly worse than
nonmultitaskers. According to researchers, our brains can do two things at once, but they
can’t do them very well. In particular, recall, focus, and attention become impaired by
information overload. The findings have broad implications for such multitasking
behaviors as texting and driving, homework and Facebooking, and e-mailing while
working. How can communicators win the attention of audiences in the digital age?
Because of the proliferation of digital media, knowledge workers are increasingly distracted by
Chapter 4 Lecture Notes 57
Photo Essay Page 129
One would imagine that executives at Amazon use only the latest digital communication
technologies to share information during meetings. However, instead of reading from
interactive whiteboards and Kindles, CEO Jeff Bezos and his leadership team spend the
first 30 minutes of strategy meetings reading paper memos and jotting comments in the
margins. According to Bezos, memos are ideal because they have a narrative structure that
allows for a logical development of ideas. What do business writers need to think about
when preparing written materials for meetings?
In the first phase of the writing process, business writers must be able to do the following:
determine the purpose of the message, profile the audience members who will receive the