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BUS 305
Week 2
Agenda
• The writing process
• Outlining
• Strategic communication
decisions
• Crafting messages
The Four Major Phases of Writing
Content Determine the information you want to communicate
Organization Arrange the conten...
Composing Messages
Identify your Purpose
Analyze your Audience
Develop an Outline
Decide on a Strategy
Clarify Your Purposes
• General purposes of a Message
• To inform
• To persuade
• To build relationships or develop trust
...
Analyze the Audience
Analyze Audience Emotions
Negative Neutral Positive
Frustrated Passive Interested
Defensive Complacent Motivated
Angry Apa...
Choose the Best Channels
Channel Evaluation Factors
Create an Outline
DetailDetailDetail
Category
DetailDetailDetail
Category
Main Message
Top-down Outlining
(Categories down...
Top-Down Outlining
On-the-Job Injuries
1. Impact of occupational injuries on workplace
A. Injury statistics
B. Death stati...
Top-Down Outlining
Tree Structure
Top-Down Outlining
Why a New
Training Director
Errors
Increasing
Errors
Increasing
More
Employees
More
Employees
Burdened
...
Bottom-Up Outlining
Three Steps
1.Create “free list”
2.Classify into
categories
3.Choose best
sequence
Free List Categorie...
Evaluate the Outline
5
Test
s
Effective Strategy
3 Strategy Decisions
1 Logic Emotion Both logic & emotion
2 Positive Negative Both positive &
negative
...
Important Style Factors
ReadabilityReadability
——Sentence lengthSentence length
——Word difficultyWord difficulty
Formality...
Writing Styles
Academic Writing
Creative Writing
Scholarly Writing
Business Writing
Readability
Rating
Average
Sentence
Length
Percentage of
Difficult
Words
Very Easy <10 <10
Average 11-20 11-20
Difficult 2...
The importance of structure
• OABC
• Opening
• Agenda
• Body
• Conclusion
OABC
Opening
a. The reason for the message
b. The problem you will later
address
c. A major recommendation you
are making
...
OABC
Agenda
Types
a. Quantify
b. Identify
c. Organize
d. Symbolize
OABC
Body
Develop the key
point(s) given in
the opening or
agenda
OABC
Ways to develop main ideas
Explanations
Illustrations
Evaluations
Applications
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
Enemies of Logical Reasoning
=
Indefensible
Conclusions
Paragraph Standards
Coherence
Length
Organization
Unity
Development
OABC
Closing
a. Summary
b. Conclusions
c. Recommendations
Activity
• In groups of 4 create a topical, top down outline for
delivering a 5 minute speech on the corporate
purchase of...
For Wednesday
• Have an electronic copy of your resume available!
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BUS 305 Week 2

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Transcript of "BUS 305 Week 2"

  1. 1. BUS 305 Week 2
  2. 2. Agenda • The writing process • Outlining • Strategic communication decisions • Crafting messages
  3. 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. 4. Composing Messages Identify your Purpose Analyze your Audience Develop an Outline Decide on a Strategy
  5. 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. 6. Analyze the Audience
  7. 7. Analyze Audience Emotions Negative Neutral Positive Frustrated Passive Interested Defensive Complacent Motivated Angry Apathetic Excited Hostile Aloof Happy
  8. 8. Choose the Best Channels
  9. 9. Channel Evaluation Factors
  10. 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. 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. 12. Top-Down Outlining Tree Structure
  13. 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. 14. Bottom-Up Outlining Three Steps 1.Create “free list” 2.Classify into categories 3.Choose best sequence Free List Categories Sequence
  15. 15. Evaluate the Outline 5 Test s
  16. 16. Effective Strategy 3 Strategy Decisions 1 Logic Emotion Both logic & emotion 2 Positive Negative Both positive & negative 3 Direct Indirect
  17. 17. Important Style Factors ReadabilityReadability ——Sentence lengthSentence length ——Word difficultyWord difficulty FormalityFormality ——More formalMore formal ——Less formalLess formal DictionDiction ——SlangSlang ——FloweryFlowery ——PreferredPreferred
  18. 18. Writing Styles Academic Writing Creative Writing Scholarly Writing Business Writing
  19. 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. 20. The importance of structure • OABC • Opening • Agenda • Body • Conclusion
  21. 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. 22. OABC Agenda Types a. Quantify b. Identify c. Organize d. Symbolize
  23. 23. OABC Body Develop the key point(s) given in the opening or agenda
  24. 24. OABC Ways to develop main ideas Explanations Illustrations Evaluations Applications
  25. 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. 26. Enemies of Logical Reasoning = Indefensible Conclusions
  27. 27. Paragraph Standards Coherence Length Organization Unity Development
  28. 28. OABC Closing a. Summary b. Conclusions c. Recommendations
  29. 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. 30. For Wednesday • Have an electronic copy of your resume available!
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