This presentation gives you a short, helpful introduction to business writing, online writing strategies and basic information architecture in relation to writing and layout. It comes with some suggestions for class activities and workshops, but the slides can be used as study materials as well. Fully validated with a bibliography and references/links.

1. Service and
Communication
2
Effective Planning
and Writing
COMMUNICATION

2. communication 2
The communication trio
CONTENT
Message
Objective
FORM
CONTENT
FORM
Visual layout
Rhetorics
Codification
Culture
Style/genre
Text/speech
STRATEGY
STRATEGY
Planning
See next slide

3. communication 2
Strategy: Comm. planning template
Communications Plan for :
Overall Communication Objective :
Audience >
Identify and list your
different audiences.
You can use a Stakeholder Analysis to help
you do this.
Think about the audience’s needs – what do
they need and want to
know from you?
Source: http://goo.gl/4fXUrx
Communication
objectives >
Clarify specific
objectives for each
audience/stakeholder.
What do you want
to happen when you
communicate with the
audiences: change of
behaviour, knowledge,
funding etc.?
Message >
Channel >
Timing
Once you have clarified
your objectives and got
a full understanding
of the audiences you
need to communicate
with, it’s time to plan
the messages needed
to meet your objectives and when and how
these will be delivered.
Think creatively, but be
aware of the communication effects and possibilities of each type of
channel! Evaluate:
web / Email / presentation / Newsletter /
Event / Posters / Lunchtime meeting / Article /
Podcast on intranet etc.
When? Why?
Who does what?
Practical issues?
Economy?

4. communication 2
Content and form: Business writing
CLEAR
Workshop: 7 Cs of communication
CONCISE
CORTEOUS
CONCRETE
Visit the website:
http://www.mindtools.com/pages/article/newCS_85.htm
Read the article in groups. Discuss:
The 7 Cs; What do you consider to be
related to content, and what is form?
Or is there sometimes a mix?
COMPLETE
CORRECT
COHERENT
What is a “call to action”
(see Complete) ?
What is your good and bad experience
with business writing?
Source: http://goo.gl/WQcwS2 . See also this ressource for tips on writing: http://goo.gl/oKAf0a

5. communication 2
Content, strategy and form:
Online service writing
THE LANGUAGE HAS A COLOUR.
Or, to be more precise; the style connotates a certain form, a climate. At least,
that’s the theory. Anyway it’s a good
idea to work with a rhetorical strategi
when writing for your social media
audience. A part from ethos, logos and
pathos, you can work with this strategy
based on Försters work (2004).
It’s usually a mix between
two or more of these strategies!
Based on Förster, 2004.
■
BLUE function text: Information and facts:
Visual strategy cues: numbers,
focus on numbers, dates, precise information. graphs, non-fictional photos.
■
GREEN function text: Guarantee and quality:
focus on tradition, order, experience.
Visual strategy cues: positive
groupings and culture.
■
YELLOW function text: Spontanity:
focus on ideas, visions, fun, spontanity.
Visual strategy cues: fun and
dynamic life.
■
RED function text: Contact and emotion:
focus on empathy, warmth, invitation.
Visual strategy cues: peace,
inviting, understanding

6. communication 2
Form: Layout 101 via AIDA
The hiearchy of graphics and typography is essential when you want to
communicate your message, set your
information priorities etc. The essential
and basic levels can be planned strategically by following the AIDA model:
Sender / Return Address
Date
Reciever
Headline
A :
I :
D :
A :
Attention
Interest
Desire
Action
Let’s start with the simple information
hierarchy of the written business letter:
Content Nat. Officab iminvel iciatium eturi rerro ipsae
nulpa di odiam, tem quas reici cus volo incidus mi, con
porem harum.
Subheaders
for more topics or longer letters Tem eost, con por maio
id eum in pe comni comnihi litibus idunti temporro is
qui omni ut porupta con nitiaest, utemposandis nit qui
des aut a dolore qui niant.
Kind Regards,
Busch et al., 2011: 268 f.

7. communication 2
Form: Layout 101 via AIDA
The anatomy of the poster:
Marketing objective
A :
I :
D :
A :
Attention
Interest
Desire
Action
Busch et al., 2011: 268 f. Image ressource: http://goo.gl/RIrpSJ

8. communication 2
Form: Layout 101 via AIDA
The anatomy of the poster:
Information objective
A :
I :
D :
A :
Attention
Interest
Desire
Action
What is the difference between a
marketing poster and a service
information product like a poster,
a service booklet etc.?
Busch et al., 2011: 268 f. Image ressource: http://www.safetyoffice.uwaterloo.ca/hse/posters/wsib_82.jpg

9. communication 2
Form: Layout 101
The anatomy of interactive media:
information kiosk
In relation to a static poster this information kiosk provides possibilities of
tailor-made interactive service options
for the customer. This requires strategies of usability, awereness of culture
and the best information architecture.
Busch et al., 2011: 268 f. Image ressource: http://www.airportsinternational.com/wp-content/uploads/2013/01/Info-Kiosk-1.jpg

10. communication 2
Bibliography
References
Background literature/ressources
Anne Mette Busch et al. (2011):
Kommunikation i multimediedesign.
Hans Reitzel/Gyldendal Akademisk.
Gay Walley (2012):
“The Smart Guide to Business Writing”.
bookboon.com publising.
Download the document here (PDF):
http://goo.gl/oKAf0a
Hans Peter Förster (2004):
Texten wie ein Profi.
Frankfurter Algemeine Buch.
Communication planning (simple):
http://goo.gl/4fXUrx
7 Cs of communication:
http://goo.gl/WQcwS2
Business letters (examples):
http://goo.gl/WWu0Zk
Graphic design by D. Engelby
Slideshare profile:
http://www.slideshare.net/engelby