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3. Managing the Communication Process

Business Communication: Polishing Your Professional Presence (Shwom & Snyder, 2011)
by

Bob Sprague

on 5 April 2016

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Transcript of 3. Managing the Communication Process

Business Communication: Polishing Your Professional Presence
(Chapter 3)

Business Communication Is....
Systematic
Flexible
Iterative
to inform
to persuade
to report
to analyze
to propose a solution
Purpose
What do you want?
What do you want to happen?
Specific Outcomes
Audience
Primary
Secondary
Ask
CE Practice Analyzing Audiences
CE Practice Analyzing Audiences
1. A cover letter for a job that you saw advertised in a local newspaper. You are confident that your qualifications match the job.
2. An e-mail memo to your district sales manager describing your vist to a new customer who demands special discounts.
3. An e-mail to your boss persuading her to allow you to attend a computer class that will require you to leave work early two days a week for ten weeks.
4. A letter from the municipal water department explaining that the tap water may taste and smell bad; however, it poses no threats to health.
1. The primary reader will probably be a busy human resources director, an educated, experienced individual who may be deluged with applications. Because the job is advertised, you would expect the reader to be neutral or positive toward your letter. Because your relationship is professional, your tone should be formal, yet friendly.
CE Practice Analyzing Audiences
1. A cover letter for a job that you saw advertised in a local newspaper. You are confident that your qualifications match the job.
2. An e-mail memo to your district sales manager describing your vist to a new customer who demands special discounts.
3. An e-mail to your boss persuading her to allow you to attend a computer class that will require you to leave work early two days a week for ten weeks.
4. A letter from the municipal water department explaining that the tap water may taste and smell bad; however, it poses no threats to health.
2. Because the primary reader is your sales manager, you should know what kind of communication format and content he expects. However, he may not know much about the customer and specifically what the customer is demanding. Because the manager is familiar with the business, you can use jargon or references that outsiders might not understand. You can expect the receiver to be receptive to prospective new business; perhaps he is willing to make concessions to please this new customer. Because your sales manager may wish to forward your message to a higher executive, be sure to fill in details and use fairly formal language.
CE Practice Analyzing Audiences
1. A cover letter for a job that you saw advertised in a local newspaper. You are confident that your qualifications match the job.
2. An e-mail memo to your district sales manager describing your vist to a new customer who demands special discounts.
3. An e-mail to your boss persuading her to allow you to attend a computer class that will require you to leave work early two days a week for ten weeks.
4. A letter from the municipal water department explaining that the tap water may taste and smell bad; however, it poses no threats to health.
3. The primary reader is your boss, but a secondary reader may be your boss’s superior, if further approval is sought. The relationship is both personal and professional. Because your boss probably has no knowledge of the computer class, you would want to describe the class in detail and offer well-planned reasoning explaining why your proposal would benefit both the company and you. You might expect a negative response.
4. The audience will be all municipal water users, with a wide range of language abilities represented. The audience knows little about the technicalities of water chemistry and delivery. You would use plain English. You might expect a neutral reaction.
CE Practice Analyzing Audiences
1. A cover letter for a job that you saw advertised in a local newspaper. You are confident that your qualifications match the job.
2. An e-mail memo to your district sales manager describing your vist to a new customer who demands special discounts.
3. An e-mail to your boss persuading her to allow you to attend a computer class that will require you to leave work early two days a week for ten weeks.
4. A letter from the municipal water department explaining that the tap water may taste and smell bad; however, it poses no threats to health.
Content
Medium
Do you have enough data to support your main idea?
Did you answer the question and supply the right information?
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?
How formal and confidential is the message? (Guffey, 2008)
Direct vs. Indirect
Main idea is first followed by details.
vs.
Purpose first followed by details and Main Idea
Designing Your Documents
Managing The Communication Process
Shwom, B. & Snyder, L. G. (2011). Business communication: Polishing your professional presence. Boston, Mass.: Prentice Hall.
Writing • Presentation • Conversation
Writing • Presentation • Conversation
Outline: Proposal for Summer-Hours Work Schedule

Purpose Statement: To propose that ABC Communications’ Sales Department adopt a summer-hours work schedule between June 1 and August 31.

Introduction
Statement of problem
Proposed solution

Detailed Description of Proposed Summer-Hours Work Schedule
Flextime options emphasizing core workday hours
Suggested policies to ensure balanced staffing

Benefits (documented by primary and secondary research)
Increased employee morale
Reduced employee turnover rates
Increased employee productivity

Implementation plan
Survey employees to assess flextime preferences
Develop policies and procedures
Create an assessment plan
Register with your clicker when done
Revision
Desired Outcome: My client will postpone the project rather than hire someone else to do it.
Purpose: To inform my client that I cannot take on a new project right now.

Thank you for contacting us. We are fully booked right now and cannot meet your schedule. We are grateful that you thought of us and look forward to working with you in the future.
Draft
Thank you for contacting us about your new project. We would like to help you with this project, and are confident we can do a fast and outstanding job since we have worked with you so closely in the past. However, we are fully booked until June.

If you are able to postpone your project for six weeks, we can provide you with our top marketing team and will be glad to extend a 10% discount over our regular fees.
Middle Paragraph:
Provide Support
a. Informing department employees of a new form to use when requesting expense reimbursement.

(1) Desired outcome: All employees will use the new form.

(2) Required persuasion: No.

(3) Explanation: Most employees are motivated to do things that benefit them, such as ensuring their expenses are repaid.
S&S p. 102
Exercise 1
b. Convincing your supervisor to create a new staff position in your department.

(1) Desired outcome: A new staff position will be created.

(2) Required persuasion: Yes.

(3) Explanation: A new staff position requires a significant investment in resources
(salary, benefits, etc.). Reader benefits could include:
additional personnel will increase the department’s productivity,
reduced workload of existing employees will increase morale, and
increased morale will improve overall productivity and retention.
c. Informing a subordinate of his frequent tardiness and poor performance, and encouraging
improvement.

(1) Desired outcome: The subordinate will be on time and improve his performance.

(2) Required persuasion: Some.

(3) Explanation: Chances are good that the employee knows he has been tardy and that his performance has dropped. Encouraging him to improve his performance requires little persuasion since he knows his actions are problematic. However, determining the cause of the problems may require some persuasion to effectively deal with the problem.
d. Documenting a subordinate’s tardiness and poor performance, and recommending the employee’s termination in a memo report to your supervisor.

(1) Desired outcome: The employee will be fired.

(2) Required persuasion: Yes.

(3) Explanation:
Firing someone typically requires justification and documentation to avoid a potential lawsuit.

Reader benefits to your supervisor include: replacing the employee will improve productivity, and Other employees will no longer have to pick up the slack (improved morale).
e. Informing department employees of a mandatory change in vacation policy: If vacation days are not used, they will be lost.

(1) Desired outcome: All employees will use their vacation days before they expire.

(2) Required persuasion: Some.

(3) Explanation: If the If the purpose was simply to inform people of a mandatory change, no persuasion would be necessary. However, since this is a policy that people will not like, you may want to persuade them that the policy is reasonable and necessary by explaining the problem it will solve—and how the policy will benefit everyone.
Clicker
If the purpose of your message is persuasive you need to consider audience benefits and any objections you might have.
True(A) or False(B)
Clicker
When composing a message a secondary audience might be other members of your team who are composing the document.
True(A) or False(B)
Clicker
When considering the specific outcomes for a message you first must know what the audience wants?
True(A) or False(B)
Clicker
Identify S&S's communication process:
a. Analyze, Comprehend, Evaluate
b. Analyze, Critique, Evaluate
c. Analyze, Create, Evaluate
d. Analyze, Compose, Evaluate
e. None of the above
objections
Class Exercise
Format Documents
1. Letter
2. Email
3. Memorandum
Memorandum (Memo)
Letter
Full transcript