CH 3 MANAGING THE COMMUNICATION PROCESS

ANALYZING, COMPOSING, EVALUATING

Analyzing: “sets the stage” for your business message and helps you
make good decisions

-Determine your purpose, analyze your audience, content, medium

Composing: to make decisions about how you will compose the message.

Evaluating: the process of reviewing your message by asking yourself

questions

1. WHAT ARE THE BENEFITS OF ANALYZING?

Analyzing The Purpose Focuses The Message

-Think about “why” from two points of view: (1) what do you want to do in
the communication, and (2) what outcome would you like to achieve?

-Business communication always has a purpose or reason

-By contrast, your desired outcome is what you want your audience to
know or do as a result of the communication.

Purpose:draft, outcome:revision

Analyzing: The process of looking critically at four elements of your

message: purpose, audience, content, and medium.

Content: The substance of your message.

Purpose: The reason why you are communicating

Composing: The multistep process of producing content, organizing it so

that it is understandable from the audience’s perspective, putting it into
coherent sentences and logical paragraphs, and then designing a format
or delivery approach that is professional

Evaluating: The process of critically reviewing your communication to

ensure it is complete, clear, concise, easy to understand, and error free

Outcome: The result of your communication; what you want the recipients
of your message to know, do, or feel about the subject of your message.

Goodwill: The positive relationship between you (or your company) and
your audience.

Persuasion: The process of influencing your audience to agree with your

point of view, accept your recommendation, grant your request, or change
their beliefs or actions in a way that facilitates a desired outcome.
Analyzing The Audience Helps You Meet Their Needs

primary audience: The person or people to whom your message is

addressed. secondary audience: People other than the primary audience
who may read or hear your message.

audience benefits: The positive outcomes your audience will experience by

agreeing with or acting on your message.

“You” Perspective: An approach to communication that focuses on what

the audience needs and wants, considers how the audience benefits from
the message, and presents the information from the audience’s point of
view.

Audience addressed refers to actual people—those colleagues,

managers, and clients you know personally. Your familiarity with this
audience provides some evidence that allows you to draw conclusions
about what they already know, what they need to know, what objections
they might have, and what benefits they may find appealing.

Audience invoked refers to a way of conceptualizing those people in

your audience who are unfamiliar to you and for whom you need to make
educated assumptions. When you invoke an unfamiliar audience as part of
audience analysis, you might imagine what they would like to hear or you
might imagine them as similar to previous clients

Audience Analysis Questions

1. What do the primary and secondary audiences already know?

2. What information does the audience need to know—and why?

3. When does the audience need this information?

4. How will the audience react to this information?

If the purpose is primarily persuasive, also consider these

questions

5. How will the audience benefit from your idea or proposal?

6. What questions or objectives will the audience have?

Analyzing the content ensures a complete message

- Investigate existing company information(internal)

- Survey people’s opinions or perceptions.

- Research external sources of information

- Use generative A I tools to brainstorm content and provide direction for

your research

primary research: The process of collecting your own data from original
sources

secondary research: The process of searching published reports, articles,

and books for information other people have collected.

Analyzing the medium helps you choose the best delivery option

Research confirms that in-person communication is the most

effective medium to build rapport and strengthen interpersonal
ties. However, remote collaboration is often necessary to get work
done. Consider the following theories and frameworks when
selecting a medium to collaborate with a remote team.

Media richness theory suggests that complex information is best

communicated with a “rich” medium—one that provides the most
opportunities for effective communication and the least number of
barriers.

Media synchronicity theory focuses on two communication processes:

conveyance and convergence.

Interactive push-pull communication categorizes communication as

interactive, push, or pull. Each category is matched with specific medium
options:

• Interactive communication is a multidirectional exchange of

information; it is an efficient approach when you need an immediate
answer or a discussion (e.g., meetings, phone calls, instant
messaging, video conferencing).

• Push communication is typically one-way, often “pushed out” to

multiple people (e.g., group emails, reports, v/blogs, newsletters,
podcasts.

• Pull communication is stored in a convenient location so that

recipients can access, or “pull,” it when needed (e.g., shared drives,
internal networking sites, websites, etc.).

Memo (printed hardcopy to audiences within the organization): Can

accompany original documents or forms that need signatures, Can be
used for employees who have no access to email, Creates a permanent
record
Letter (formatted on letterhead and either mailed or emailed to audiences
outside the organization):

Newsletter (printed hardcopy, html-designed email, or attachment):

Disseminates a lot of information to many people simultaneously

2.WHAT IS INVOLVED IN COMPOSING?

-2 draft gerekir genelde

Prepare yourself to compose

Organize the content

Deciding When And Where To Compose

-Time management

- Environment

- Interruptions.

Organizing The Message

Outline: An organizational plan that identifies key topics in the order they
will be presented.

direct organization: The method of arranging content in a message to

present the main idea of the message before the supporting details

- Use a DIRECT organization to emphasize the main idea if the audience

will have a positive or neutral reaction.

indirect organization: The method of arranging content in a message to

presen the supporting details before the main idea.

- Use an INDIRECT organization to explain the reasons before the main

idea if the audience will be resistant

Advance Organizer:Information that precedes details and provides a

framework for understanding details.

subject line: The line in the header of an email that communicates what
the message is about and influences whether the audience will read the
message

- Use a DIRECT organization to emphasize the main idea if the audience

will have a positive or neutral reaction. Hemen açıkla

- Use an INDIRECT organization to explain the reasons before the main idea
if the audience will be resistant to your idea son paragraf
Drafting The Content

- If you feel each sentence has to be perfect before you begin the next
one, you suffer from perfectionist syndrome.

- writer’s block: An inability to begin or continue writing.

- Switching between drafting(creative) and revising(logical) is inefficient

because the two activities require very different mental processes

Drafting: A creative process that involves getting information on the paper

or computer screen before revising and editing it.

Revising: A logical process that involves evaluating the effectiveness of

your message in relation to your audience and purpose and then making
changes in content, organization, or wording, as necessary

you can try several techniques to unblock your thoughts:

-Free write

-Think aloud

-Write the easiest parts first

- Take a break

-Use generative A I tools

Designing a professional format and delivery

topic sentence: A sentence that identifies the main point or overall idea of
the paragraph. Most frequently, it is the first sentence in a paragraph.

Plain Language:Writing that is clear, concise, well-organized, and follows

other best practices appropriate to the subject or field and intended
audience

•Start with an easily-identifiable introduction

•Break messages into short chunks (paragraphs)

•Begin each paragraph with a strong topic sentence that identifies the
main point or overall idea of the paragraph

•Indicate shifts in content by using headings or transitional terms such as

first and second or as a result

•Use bullet or numbered lists for easy comprehension and skimming

•End with a specific conclusion or recommendation

Passive kullanma
Email messages

• Clearly identify the topic and purpose in the subject line.

• Begin with a focused first paragraph.

•Use topic-specific headings.

•Format important lists as bullet point lists.

•End with a signature block.

topic-specific headings: Section or paragraph titles that are short but

include key ideas. They are often in the form of a short sentence and
include a verb.

bullet point lists: Vertically formatted lists, with each item preceded by a
dot or other simple shape.

Memos

-Memos: are hardcopy documents typically sent to internal audiences

internal audiences: People with whom you communicate inside your

organization.

Selamlaşma yok, signature block yok, attachment var, to from kısmı var.

Letters

-external audiences, internal dqa olabilir

-memos ve mailden daha resmi bir dile sahiptir

-Several letter formats exist, such as block style, modified block, and
simplified.

- no indentions or centering.

- all elements begin at the left margin

-paragraphs are separated with a double space.

- Prepare your letter on letterhead stationery.

- Add an "Enclosure" notation if you are including one or more additional

documents in the same envelope.

Letterhead:Stationery or electronic template that is branded with company

name, logo, and mailing address.

Formal correspondence: Letters can be sent through postal mail or by

email attachment for quicker delivery.

Voice Mail message

Voicemail:A recorded message that a caller leaves for the person being
called.

Voice Note:A short, recorded message sent through a texting app or social
media app, such as LinkedIn.

3.HOW DOES EVALUATING IMPROVE YOUR COMMUCIATION?

ensure that it is complete, clear, concise, professional, and correct.

Evaluating content helps you achieve your purpose and outcome

- Are your purpose and your main point clear?

- Have you provided all the information you need to support your purpose?

- Will the organization of that information make sense to the audience?

- Is the message persuasive enough to be successful?

Evaluating for clarity and conciseness, cohesion improves comprehension

Clarity: The quality of being unambiguous and easy to understand.

- Use natural-sounding language rather than big words intended to

impress.

- Use concrete language rather than abstract language.

abstract language: Language that refers to broad concepts that an

audience can interpret in multiple ways.

concrete language: Language that is specific, making it likely that

everyone will interpret it the same way.

-Use active voice instead of passive voice

active voice: A sentence structure in which the subject performs the action
of the verb.

passive voice: A sentence structure in which the subject is passive and

receives the action expressed by the verb.

- Avoid slang and clichés.

Slang: Nonstandard, informal language that may communicate well within

a certain group but often excludes people from differ- ent countries,
cultures, and social groups.

Clichés: Commonplace and often overused phrases that have lost their
force and meaning.
Jargon is specialized language of a specific field

Idioms are phrases in which the figurative meaning is different from its
literal meaning.

Conciseness: The quality of using no more words than necessary for a

message to accomplish its purpose.

Cohesion: is the connection of ideas at the sentence level dil bilgisi

Coherence: is the connection of ideas throughout the entire document.

Text is coherent when it is unified and makes sense as a whole. Coherence
allows readers to skim quickly. anlam

A nominalization is a noun formed from a verb (or an adjective).

-Edit wordy phrases.

- Put subjects and verbs close together to achieve clarity

- Use parallel phrasing to achieve clarity

- Eliminate obvious fillers and any information that is not necessary or

helpful to achieve

your purpose.

- Eliminate redundancies, the unnecessary repetition of an idea.

Evaluating for style and tone helps you project a professional image

Style: How you express yourself

Tone: The image of yourself that your language projects based on how the
message sounds to the recipient.

- Use positive wording

- Sound conversational(not too formal)

Evaluating For Correctness İncreases Your Credibility

Proofread: A systematic process of reviewing writing for errors

Familiriarize yourself with five types of errors

- Content errors

- Spelling and typographical errors

- Usage errors

- Grammatical errors
- Format errors

Check systematically for errors

- Read your work multiple times

- Look for your own common errors

- Read your work later.

- Read from the bottom up

- Read your draft aloud

- Ask a colleague for help.

Evaluate for conscious bias to support inclusion

- Diversity, equity, inclusion, justice, and belonging are important values

for many organizations. Because you may be using biased language
unconsciously, recognizing it in your communication requires a conscious
and systematic process.

Reviewing feedback helps you become a better communicator

5.How do you apply the ACE process to collaborative writing?

ANALYZE: Make joint decisions

COMPOSE: Coordinate the writing responsibilities

EVALUATE: Plan an effective review and revision process