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Chapter 1- Succeeding in Business Communication

I. Businsss Communication
A. Persuasive
B. Everything invloves communication
C. Scripture emphasizes communication
D. Written communication is important today.
E. Three basic purposes
1. To inform (explain)
2. To request/persuade (urge action)
3. To build goodwill (make good image)
II. Forms of Communication
A. Verbal
1. Face-to-face
2. Phone conversations
3. E-mails
4. Web sites
5. Tweets
III. Audience
A. Internal – people inside organization
1. Peers
2. Subordinates
3. Superiors

B. External – people outside organization
1. Media
2. Suppliers
3. Customers

IV. Communication Ability = Promotability
A. Good communicators earn more
B. Good communicators make good management
V. Cost of Poor Communications
A. Wasted Time
B. Wasted Efforts
C. Lost Goodwill
D. Legal Problems
VI. Criteria for Effective Messages
A. Clear
B. Complete
C. Correct
D. Save’s audience’s time
E. Builds Goodwill
Goodwill:
A. Positive image
B. Vary by organization
C. Chance over time
D. Helps people recognize
E. Needs to fit the situation
VIII. Solving Communication Problems
A. Gathering Information
1. Answer analysis questions
2. Brainstorm
3. Organization information
4. Make visually inviting
5. Revise for tone
6. Edit draft
7. Plan future responses
Five Analysis Questions:
A. Who are your audiences?
B. What are your purposes in communication?
C. What information must your message include?
D. How can you build support for your position?/ what reasons/benefits will convince the audience?
E. What aspects of the total situation may be relevant?
Brainstorm Solutions:
A. Consider several ideas
B. First idea may not be best solution.
C. Measure/Evaluate solutions
1. Good solutions= use again
Organize to Fit:
A. Audience, Purpose, Context
1. Good news first
2. Maine pint/ question first
3. Exception – “reluctant audience”
Make Document Visually Inviting:
A. Use subject line
B. Use headings
C. Use lists
D. Number items
E. Use short paragraphs
Creative Positive Style:
A. Emphasize positive information
1. Give it more space
2. Use indented list to set it off.
B. Omit negative words if you can.
C. Focus on possibilities, not limitations.
Edit Your Draft:
A. Double- check:
1. Readers name
2. Numbers (dates, money, etc…)
3. First and last paragraphs
4. Spelling, grammar, and punctuation.
B. Always proofread before sending.
Use Response to Plan Next Message:
A. Evaluate feedback
1. If a message fails, find out why.
2. If a message succeeds, find out why.
B. Success= results you want, when you want them.

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