The main key points of the chapter “Analyzing and Anticipating the Audience” of the book “Business Communication” by Guffey & Loewy include primary and secondary audience profiling, an adaptation of writing techniques to a specific audience, and the importance of implementing the ‘you’ viewpoint. In order to address the audience in a way that is appropriate, it is important to consider the level of formality, observe the tone of the language, engage in a way that is concise, and include sufficient background information. The selection of an adequate channel is also fundamental to the successful analysis of an audience.
Communication channels can be distinguished on a number of factors, including depth, price, and the purpose of the message. For instance, channels such as face-to-face meetings, in-person oral presentations, online meetings, and conferences allow for more in-depth communication. However, they are also more high-cost and time-consuming to implement. On the other hand, emails, teleconferences, voice messages, videos, blogs, reports, and social media posts allow for less interaction but can reach a wider audience and is less expensive.
The Purpose of the Message
The purpose of a message, such as its importance, confidentiality, sensitivity, amount and speed of needed feedback, interactivity levels required, need for a permanent record, and the necessary degree of formality also affect what channel is chosen. For instance, if a manager is attempting to thank an employee for working hard, they may choose to thank them in person or during a team-wide meeting. This is because their purpose is to make sure the employee understands their value to the team, and an email or text may not be enough. Similarly, messages through private servers may be chosen for confidentiality, and emails or social media posts for keeping a permanent record of the message.
3×3 Writing Process
Message writing should focus on three fundamental characteristics which present the text as purposeful, economic, and audience-oriented. Purposeful writing can be determined as writing that aims to solve problems and convey information, with each being driven by a decisive strategy. Economical writing refers to the clear and concise way in which ideas are presented. An audience-oriented text requires the writer to observe the issue of the content from the perspective of the audience and not the presenter or writer. It is vital to remember that quantity does not translate into quality, and clarity and conciseness are often more important for efficient communication.
The process can also be narrowed down into three writing phases. The first phase involves the preparations for the actual text, including audience profiling and the identification of the text’s purpose. This phase is also responsible for anticipating the ways in which an audience can react to the text. The second phase, which can also be called drafting, includes research during the formulation of the text, which could include looking into competition and customer needs. The third phase, or revising, involves editing, revising, and proofreading the final text and evaluating if the messages’ purpose is conveyed in a satisfactory manner.
Communication After Lockdown
As Covid-lockdowns lessen, businesses return to their usual processes, however, adequate communication is essential to assure employees of a good work environment. First, employees should be not simply notified of any proceedings or news related to the company but should be able to express their professional opinions on the matter. Communication professionals should be more attentive to feedback from firm employees. Second, managers within the company should have a clear communication channel with employees regarding their return to work, whether through hybrid schedules, remote work, or something else. Third, communication channels should be accessible to all relevant employees and should have cohesive ways in which to distinguish important information. In the past, many channels were used that were not available to all employees and would often not allow sorting messages by categories. However, with newer and more cost-saving options, companies should be able to implement systems that are accessible and easy to navigate.
Reference
Communication Channels, Flows, and Networks. (2020). Web.
Guffey, M.E., Loewy, D., & Griffin, E. (2019). Business Communication: Process and Product (6th ed.). Boston, USA: Cengage Learning.
Wolf, F. (2021). Getting Back To Work: Three Ways Employee Communication Can Help. Forbes. Web.