BUS 305 Week 2
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  • 1. BUS 305 Week 2
  • 2. Agenda • The writing process • Outlining • Strategic communication decisions • Crafting messages
  • 3. The Four Major Phases of Writing Content Determine the information you want to communicate Organization Arrange the content into an appropriate structure, preferably using an outline to arrange information in an appropriate hierarchy and sequence. Writing Compose and revise all the sentences and paragraphs. Design Add appropriate visual elements, such as headings, art, typographic enhancements, and spacing.
  • 4. Composing Messages Identify your Purpose Analyze your Audience Develop an Outline Decide on a Strategy
  • 5. Clarify Your Purposes • General purposes of a Message • To inform • To persuade • To build relationships or develop trust • Specific purpose (goal) • For example
  • 6. Analyze the Audience
  • 7. Analyze Audience Emotions Negative Neutral Positive Frustrated Passive Interested Defensive Complacent Motivated Angry Apathetic Excited Hostile Aloof Happy
  • 8. Choose the Best Channels
  • 9. Channel Evaluation Factors
  • 10. Create an Outline DetailDetailDetail Category DetailDetailDetail Category Main Message Top-down Outlining (Categories down to details) Bottom-up Outlining (Details up to categories)
  • 11. Top-Down Outlining On-the-Job Injuries 1. Impact of occupational injuries on workplace A. Injury statistics B. Death statistics 2. Major causes of injuries A. Overexertion B. Falls C. Contact with objects or equipment 3. Most Injury-prone industries A. Mining B. Construction C. Manufacturing D. Agriculture 4. Prevention Strategies A. Training B. Workplace design On-the-Job Injuries 1. Impact of occupational injuries on workplace A. Injury statistics B. Death statistics 2. Major causes of injuries A. Overexertion B. Falls C. Contact with objects or equipment 3. Most Injury-prone industries A. Mining B. Construction C. Manufacturing D. Agriculture 4. Prevention Strategies A. Training B. Workplace design TraditionalOutlineTraditionalOutline
  • 12. Top-Down Outlining Tree Structure
  • 13. Top-Down Outlining Why a New Training Director Errors Increasing Errors Increasing More Employees More Employees Burdened Line Mgrs. Burdened Line Mgrs. Need Tng. Standards Need Tng. Standards Detail Detail Detail Detail Detail Detail Detail Detail Detail Detail MindMapMindMap
  • 14. Bottom-Up Outlining Three Steps 1.Create “free list” 2.Classify into categories 3.Choose best sequence Free List Categories Sequence
  • 15. Evaluate the Outline 5 Test s
  • 16. Effective Strategy 3 Strategy Decisions 1 Logic Emotion Both logic & emotion 2 Positive Negative Both positive & negative 3 Direct Indirect
  • 17. Important Style Factors ReadabilityReadability ——Sentence lengthSentence length ——Word difficultyWord difficulty FormalityFormality ——More formalMore formal ——Less formalLess formal DictionDiction ——SlangSlang ——FloweryFlowery ——PreferredPreferred
  • 18. Writing Styles Academic Writing Creative Writing Scholarly Writing Business Writing
  • 19. Readability Rating Average Sentence Length Percentage of Difficult Words Very Easy <10 <10 Average 11-20 11-20 Difficult 21-30 21-30 Very Difficult 31+ 31+
  • 20. The importance of structure • OABC • Opening • Agenda • Body • Conclusion
  • 21. OABC Opening a. The reason for the message b. The problem you will later address c. A major recommendation you are making d. An answer to the reader’s previous communication e. Other key information
  • 22. OABC Agenda Types a. Quantify b. Identify c. Organize d. Symbolize
  • 23. OABC Body Develop the key point(s) given in the opening or agenda
  • 24. OABC Ways to develop main ideas Explanations Illustrations Evaluations Applications
  • 25. Persuasion Indirect Order Direct Order 1 Fact 1 1 Conclusion or action 2 Fact 2 2 Fact 1 3 Conclusion or action 3 Fact 2
  • 26. Enemies of Logical Reasoning = Indefensible Conclusions
  • 27. Paragraph Standards Coherence Length Organization Unity Development
  • 28. OABC Closing a. Summary b. Conclusions c. Recommendations
  • 29. Activity • In groups of 4 create a topical, top down outline for delivering a 5 minute speech on the corporate purchase of iPhone or Android phones for an entire organization • What strategy would you use (direct or indirect? Heart and/or head? Positive and/or negative?) Give examples • Would you try to inform or persuade?
  • 30. For Wednesday • Have an electronic copy of your resume available!