Transcript Effective Communication for Colleges 9th Edition Brantley & Miller CHAPTER 3 The Communicationby-Objectives Approach © 2002 SOUTH-WESTERN EDUCATIONAL PUBLISHING.

Effective
Communication
for Colleges
9th Edition
Brantley & Miller
CHAPTER 3
The Communicationby-Objectives Approach
© 2002 SOUTH-WESTERN EDUCATIONAL PUBLISHING
Learning Objectives
Chapter 3
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Plan a message using the Communication-byObjectives approach.
Compose a message draft following the
Communication-by-Objectives approach and
incorporating the six Cs of effective messages.
Identify the activities involved in the third step,
Complete a Message, of the Communication-byObjectives approach.
Effective Communication for Colleges, 9th ed., by Brantley & Miller
The Communication-byObjectives Approach
Plan a message.
Compose a draft.
Complete a message.
Effective Communication for Colleges, 9th ed., by Brantley & Miller
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Plan a Message
Identify the objective.
Visualize the audience.
Gather supporting information.
Organize the information.
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Identify the Objective
Why are you creating the message?
To persuade?
To inform?
To inquire?
Effective Communication for Colleges, 9th ed., by Brantley & Miller
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Visualize the Audience
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Answer these questions to help visualize your audience:
Who is my target audience?
What characteristics do I know or what can I learn
about my target audience that will help me prepare the
message?
When will the audience receive the message?
Where will the audience members be when they
receive the message?
Why will the audience be interested in the message?
How can I learn more about my target audience?
Effective Communication for Colleges, 9th ed., by Brantley & Miller
Gather Supporting
Information
Generate ideas
Brainstorming
Nonstop writing
Bubble writing
Select ideas
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Organize the
Information
Patterns of organization
 Direct
 Indirect
Outline formats
 Traditional
 Indented
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Traditional Outline
Format—Direct Pattern
ORGANIZATION OF MESSAGE CONTENT
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MESSAGE PARTS
I. Good, Neutral, or Routine News
Opening: main idea
II. General Information Supporting I
A. Specific Information Supporting II
1. Details supporting IIA
2. Details supporting IIA
B. Specific Information Supporting II
Middle:
supporting information
supporting information
supporting information
supporting information
III. Friendly Ending
Closing
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Indented Outline
Format—Indirect Pattern
ORGANIZATION OF MESSAGE CONTENT
MESSAGE PARTS
Neutral Statement
Opening: buffer
General Information Leading to Unfavorable News
Specific Supporting Information
Details supporting specific information
Details supporting specific information
Middle Part 1:
supporting information
supporting information
supporting information
Unfavorable News
Middle Part 2: main idea
General Information to Neutralize Unfavorable News
Middle Part 3:
supporting information
Friendly Ending
Closing
Effective Communication for Colleges, 9th ed., by Brantley & Miller
Compose a Draft
Choose words.
Construct sentences.
Assemble paragraphs.
Choose paragraph locations.
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Choose Words
Choose words that reflect the six Cs of
effective messages.
Courtesy
Concreteness
Clarity
Correctness
Conciseness
Completeness
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Construct Sentences
Topic sentences
Supporting sentences
Concluding sentences
Transitionals
Voice
Length
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Transitionals
To clarify sequencing
To emphasize a comparison
To introduce a contrast
To present a result
To add more information
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Assemble
Paragraphs
Placement
Sequence
Time
Logic
Cause and effect
Comparison and contrast
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Choose Paragraph
Locations
Opening
Middle
Closing
Effective Communication for Colleges, 9th ed., by Brantley & Miller
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Complete a Message
Proofread.
Edit.
Revise.
Finalize.
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Proofread
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Check a message for the correctness in the
following areas:




Content
Mechanics
Format
Meaning
Follow proven proofreading tips.
Use proofreader marks.
Effective Communication for Colleges, 9th ed., by Brantley & Miller
Using Proofreader
Marks
Marked copy
1. Chicago Cubs
2. New York Mets
3. St. Louis Cardinals
align
Corrected copy
1. Chicago Cubs
2. New York Mets
3. St. Louis Cardinals
Effective Communication for Colleges, 9th ed., by Brantley & Miller
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Using Proofreader
Marks
Marked copy
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change copy as indicated
three
Writing the scott proposal took several months.
capitalize
Corrected copy
Writing the Scott proposal took three months.
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Using Proofreader Marks
Marked copy
sp spell out
close up
During the sales meeting, the marketing VP emphasized
the importance of team work. She stressed the need for
cooperation, consideration and creativity.
Corrected copy
insert comma
During the sales meeting, the marketing vice president
emphasized the importance of teamwork. She stressed
the need for cooperation, consideration, and creativity.
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Using Proofreader Marks
Marked copy
Corrected copy
double-space copy
Brown Bag Lunch Series
Time Management Tips
bf
Judith B. Oliver, Ph.D.
Author of Times Upital
DS
Thursday, October 10
11:30 am ctr
DS
center
use italics
make bold
Brown Bag Lunch Series
Time Management Tips
Judith B. Oliver, Ph.D.
Author of Times Up
Thursday, October 10
11:30 a.m.
Effective Communication for Colleges, 9th ed., by Brantley & Miller
Edit
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Incorporate courtesy.
Check for clarity.
Rephrase for conciseness.
Choose concrete words.
Check for correct content and mechanics.
Review for completeness.
Effective Communication for Colleges, 9th ed., by Brantley & Miller
Revise
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Make the changes marked during the
editing process.
Repeat the editing and revising
activities as often as necessary.
Effective Communication for Colleges, 9th ed., by Brantley & Miller
Finalize
Select acceptable format.
Proofread final copy.
Effective Communication for Colleges, 9th ed., by Brantley & Miller
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