PR truyền thông - Chapter 1: Succeeding in business communication

Chapter 1Succeeding in Business CommunicationChapter Learning ObjectivesLO 1-1 What the benefits of good communication areLO 1-2 Why students need to be able to communicate wellLO 1-3 What the costs of communication areLO 1-4 What the costs of poor communication areLO 1-5 What the basic criteria for effective messages areLO 1-6 What role conventions play in business communicationLO 1-7 How to solve business communication problemsForms of CommunicationVerbalFace-to-facePhone conversationsInformal meetingsPresentationsText messagesNonverbalComputer graphicsCompany logosSmilesSize of an officeLocation of people at meetingsCommunication PurposesBusiness communication has three purposesTo informTo request or persuadeTo build goodwillMost messages have more than one purposeAudiences InternalGo to people inside organizationMemo to subordinates, superiors, peers ExternalGo to people outside organizationLetter to customers, suppliers, othersBenefits & CostsEffective communicationSaves timeIncreases productivityCommunicates ideas more clearlyBuilds goodwillPoor communicationWastes timeWastes effortsLoses goodwillCauses legal problemsCriteria for Effective MessagesClear Complete CorrectSaves receiver’s timeBuilds goodwillConventionsWidely accepted practices you routinely encounterVary by organizational settingHelp people recognize, produce, and interpret communicationsNeed to fit rhetorical situation: audience, context, and purposeAsk Questions to Analyze Situations What’s at stake—to whom?Should you send a message?What channel should you use?What should you say?How should you say it?Solving Business Communication ProblemsGather knowledgeBrainstorm solutionsAnswer five analysis questionsFive Analysis QuestionsWho are your audiences? What are your purposes?What information must you include?How can you support your position? What reasons or benefits will your audience find convincing?What part of the context may affect audience response?Solving Business Communication Problems, continuedOrganize information to fit AudiencesPurposesSituationMake document visually invitingRevise draft for toneFriendlyBusinesslikePositiveSolving Business Communication Problems, continuedEdit draft for standard English Names  NumbersUse responses to plan future messages