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Business Communication Polishing Your Professional Presence Canadian 1st Edition Shwom Solut

Business Communication Polishing


Your Professional Presence Canadian
1st Edition Shwom Solutions Manual
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Business Communication Polishing Your Professional Presence Canadian 1st Edition Shwom Solut

Chapter 2: Managing the Communication Process


Analyzing, Composing, Evaluating

LECTURE OUTLINE
LEARNING OBJECTIVES
3.1 What should you spend time analyzing?
3.2 What is involved in composing?
3.3 How does evaluating improve communication?

INTRODUCTION

ACE is a flexible communication process that can be applied to any message – from a simple email to a
complex report. ACE applies to both written and oral communication contexts.

Analyzing helps you make good decisions about what and how to communicate:
 Analyzing the purpose focuses the message
 Analyzing the audience helps you meet their needs
 Analyzing the content ensures a complete message
 Analyzing the medium helps you choose the best delivery option

Composing involves more than putting words on the page or speaking them aloud; you need to:
 Decide where and when to compose
 Organize the message
 Draft the content
 Design a professional format and delivery

Evaluating requires checking your message on multiple levels:


 Revising the content improves effectiveness
 Editing style and tone helps you project a professional image
 Proofreading increases your credibility
 Reviewing feedback helps you improve your communication strategy

Your evaluation may lead you back to the first step of the process – Analysis – to reconsider your decisions. This
circular approach will ensure your communication success.

Chapter 2 | Copyright © 2017 Pearson Education, Inc. P a g e | 2‐1

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LEARNING OBJECTIVE 2.1
Why should you spend time analyzing?

TEACHING TIP: ACE is a circular process, which implies that the communication process doesn’t end. Ask
students to explain why the process always returns to analyzing. What are the potential consequences of
believing the communication process is over once the message is delivered?

Analyzing the purpose focuses the message (see Exercise 1)


 What is my purpose?
o To inform, persuade, report?
o All messages should maintain goodwill – a positive relationship with the audience
 What outcome do you want to achieve?
o Outcome – what you want your audience to know or do
o See FIGURE 2.2 for examples of purpose and outcome statements
o See FIGURE 2.3 for a draft and revised message that achieves a desired outcome
 Will the outcome require persuasion?
o Persuasion – your ability to influence an audience to agree with your point of view, accept
your recommendation, or grant your request
o Informational messages usually require no persuasion (e.g., minutes, instructions, reports)
o Messages that request change or suggest ideas often require persuasion
o See FIGURE 2.5 for sample purpose and outcome statements for a persuasive message
(implementing a summer‐hours work schedule)

Discussion Starter: What is the difference between the purpose and outcome of a message? Provide an
example of each within a specific business communication scenario.

Analyzing the audience helps you meet their needs (see Exercise 1)

 Primary Audience – the direct recipient of your message


 Secondary Audience – anyone else who may receive a copy of (or hears about) your message
 See FIGURE 2.7 for answers to the following questions to consider when analyzing the audience
(based on the summer‐hours work schedule):
1. What does the primary and secondary audience already know?
2. What information does the audience need to now – and why?
3. When does the audience need this information?
4. How will the audience react to this information?
If the purpose is persuasive, also consider…
5. What questions or objectives will the audience have?
6. How will the audience benefit from the idea or proposal?
 Audience Benefits – what the recipient gains from agree with or acting on your message
o See FIGURE 2.7 , Item 6 for examples

Analyzing content ensures a complete message (see Exercise 2)


 FIGURE 2.6 – Primary and Secondary Audiences
 Do you know enough about the topic or situation to compose your message?
 Do you have enough data to support your main idea?
 If not, where can you find additional research?
o Primary Research – collecting your own data (e.g., phone calls, surveys, etc.)

Chapter 2 | Copyright © 2017 Pearson Education, Inc. P a g e | 2‐2


o Secondary Research – using info other people have collected (e.g., books, articles, etc.)

Discussion Starter: Describe an example of a time when you sent a message that failed or was ineffective.
What could you have done to make the communication experience more successful?

Analyzing the medium helps you choose the best delivery option (see Exercise 3 )

 Choose a medium based on the needs of the audience, not what is most convenient for you
 See FIGURE 2.8 for a list of medium advantages and disadvantages

Discussion Starter: What are possible negative outcomes if you do not consider the audience when deciding
which medium to use to convey your message?

ETHICS: Ethics in Communication: Using O‐A‐R


(See Critical Thinking #6)

 When analyzing content, include information that both supports and contradicts your message
 Failing to address relevant information is an ethical error of omission
 Analyze contradictory information:
o Is it weak enough that you can argue against it?
o Does it bring up a problem that you can solve?
 Report the information, cite the source, then provide a solution
 Address negative information to demonstrate integrity, critical thinking, and problem solving

LEARNING OBJECTIVE 2.3


What is involved in composing?

Teaching Tip: Ask students to describe how they compose. What parts of the composing process in this section
do they already use? Which are new to them? Demonstrate that composing involves more than putting words
on the page by sharing examples of your own composing experiences – both good and bad.

 Composing involves:
o Deciding where and when to compose
o Organizing the message
o Drafting the content
o Designing a professional format and delivery
 Even simple message benefits from at least two drafts:
o First draft – used to get thoughts on paper
o Second draft – used to refine your thoughts and evaluate language and grammar
 More complex messages require multiple drafts

Chapter 2 | Copyright © 2017 Pearson Education, Inc. P a g e | 2‐3


Another random document with
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avait le nez de son oncle, un nez camus de vigneron ; mais sur toute
sa face s’imprimait une sérénité pure et presque sacerdotale.
— Vous êtes peintre, monsieur, disait-il à M. Rude, et je sais que
vous rendez à l’art chrétien son naïf réalisme d’autrefois.
Connaissez-vous le Saint Pierre d’Alcantara de Zurbaran ? Si je
vous en parle, c’est que mon pauvre ami Rovère me l’avait décrit :
un vieillard décharné, puissant, dans un grand manteau de bure, qui
tient une plume entre ses doigts et lève ses yeux vers une colombe
volant au-dessus de sa tête. Par sainte Thérèse, — je la lis
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repos, assis, la tête appuyée contre un morceau de bois fixé dans le
mur. Il demeurait à l’ordinaire trois jours de suite sans manger. Son
corps était tellement exténué qu’il semblait n’être formé que de
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psaume : Lætatus sum, et, s’étant mis à genoux, il expira…
Pauline regardait celui qui, d’un ton calme, faisait ce portrait
presque effrayant d’un ascète. Il lui révélait des splendeurs
mystiques que Julien eût admirées, et, dès ses premières paroles,
l’entraînait en des régions supérieures à celles où elle vivait.
La conversation vint sur la musique, grâce à laquelle Authelin
composait des paysages intérieurs plus luxuriants que tous les
spectacles de la mer et des monts. L’ineffable, pour ce philosophe,
ne pouvait avoir de symbole plus vrai que certaines mélodies
d’église ; et il exprimait son enchantement d’une messe grégorienne
exécutée, le dimanche de Pâques, par les séminaristes, dans la
cathédrale.
— Chantez-nous, Pauline, pria M. Rude, cet Alléluia que vous
apprenez aux jeunes filles de Saint-Pierre.
La voix de Pauline, avec une netteté parfaite d’articulation,
déroula les linéaments sonores, d’une grâce indéfinie et radieuse,
tels que les contours fuyants de figures angéliques. Gabriel, extasié,
la supplia de recommencer.
— Rien, comme ce chant, dit-il, ne m’a donné la présence d’un
ciel lumineux.
Lorsque Mme Authelin et lui se retirèrent, Pauline se trouva sur
son passage. Dans une pensée de compassion admirative, elle lui
tendit la main ; il ne vit pas son geste, et elle sentit alors seulement
qu’il était aveugle…
Quelques mois plus tard, les premiers jours d’octobre, par un
dimanche tiède et limpide, Victorien et sa fille se promenaient dans
les champs, proche le Moulin du Roy. Là, aux creux de berges
touffues, la Vanne, d’un flot pressé, descend vers l’Yonne assoupie.
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roulaient des feuilles mortes. Les grands peupliers, dont les tiges
s’inclinent pour boire la fraîcheur du courant, y répétaient l’or des
feuillages excité par le soleil qui passait entre leurs branches. En
face d’eux, poudroyait une clairière, blondie, jonchée de la dépouille
de vieux ormes ; d’autres arbres jeunes, ténus, semblaient se
volatiliser dans le ciel tendre, et divisaient l’espace plus indécis
d’une plaine encore verte, jusqu’à des collines rousses entrevues
sous une brume.
— Quel charme léger, vaporeux a l’automne de ces régions ! fit
Victorien, s’abandonnant à la douceur des nuances qu’inscrivaient
ses yeux. C’est dommage que les gens y soient si médiocres.
— Ils ne l’ont pas toujours été, répondit Pauline. Rappelle-toi le
Village de Raitif de la Bretonne : la ferme patriarcale, le père lisant, à
ses quinze enfants, le soir, une page de la Bible. Et, il y a quarante
ans, dans des villages de Bourgogne, pas très loin d’ici, M. Rude se
souvient d’avoir vu la même coutume encore en honneur. J’ai
confiance que ce pays renaîtra…
— Tu ne sais pas, interrompit Victorien, puisque tu parles de
Rude, quelle proposition bizarre on lui a faite pour toi… Aurais-tu, en
principe, une totale répugnance à l’idée d’un mariage avec Gabriel
Authelin ?
Pauline tressaillit, étant à mille lieues d’une pareille supposition.
— Me marier ! Je n’y songe guère… Avec la mort de Julien, tout
a été fini pour moi. Si j’acceptais un mariage, ce ne serait qu’un
mariage de dévouement. Voilà pourquoi je ne refuse pas tout de
suite, quand tu me parles de Gabriel Authelin. J’y réfléchirai…
— Je t’en ai dit un mot, reprit Victorien, parce que Gabriel est un
homme d’une haute valeur ; tu retrouveras difficilement quelqu’un qui
le vaille. Mais j’hésite à insister, parce que ce sera, pour toi et… pour
moi, un sacrifice quotidien, la vie avec un aveugle. Il ne connaîtra
jamais ton regard ni ta beauté.
— Oh ! dit-elle, ce n’est pas un obstacle invincible… A la
Résurrection, il me verra ; et, moi aussi, je verrai le jour dans ses
yeux. Alors, il n’y aura plus d’aveugles.

1909-1913.

ORLÉANS. — IMP. ORLÉANAISE, 68, RUE ROYALE


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