The main contents of this chapter include all of the following: Communication design, map out message goals, evaluate your audience, shape message content, select channels, acquire resources, generate source credibility, eliminate design flaws, send message. | 2/e P P T 3 Creating Effective Messages McGraw-Hill/Irwin Communication Design Communication design intrapersonal process of planning for and creating meaningful messages Communication Design FIGURE Eight Steps of Communication Design Map Out Message Goals Goal outcome that you want to achieve and the reason you are communicating Primary goals outcome that you want to achieve Secondary goals help you to achieve your primary goals Map Out Message Goals Is the Goal Feasible? Feasibility practicality of your message goals What Is My Intention? Goal intention what you specifically want, need, or intend to do What Response Do I Want? Response reaction you want or expect from your receiver Map Out Message Goals TABLE Goal Intention Evaluate Your Audience Audience individual or group who receives a message Does the Size of the Audience Matter? What Is the Type of Audience? Internal business audience people employed by the same company External business audience customers or clients . | 2/e P P T 3 Creating Effective Messages McGraw-Hill/Irwin Communication Design Communication design intrapersonal process of planning for and creating meaningful messages Communication Design FIGURE Eight Steps of Communication Design Map Out Message Goals Goal outcome that you want to achieve and the reason you are communicating Primary goals outcome that you want to achieve Secondary goals help you to achieve your primary goals Map Out Message Goals Is the Goal Feasible? Feasibility practicality of your message goals What Is My Intention? Goal intention what you specifically want, need, or intend to do What Response Do I Want? Response reaction you want or expect from your receiver Map Out Message Goals TABLE Goal Intention Evaluate Your Audience Audience individual or group who receives a message Does the Size of the Audience Matter? What Is the Type of Audience? Internal business audience people employed by the same company External business audience customers or clients and those who work in other similar organizations Evaluate Your Audience TABLE Types of Audiences Evaluate Your Audience What Do I Need To Know About My Audience? What’s Known and What’s New What’s Real and What’s Right Evaluate Your Audience What Is the Audience Benefit? What’s First and What’s Last Empathy sensitivity to someone else’s feelings and situation Evaluate Your Audience FIGURE Audience Demographics Evaluate Your Audience © Royalty-Free/CORBIS © © Brand X Pictures/PunchStock Shape Message Content Main Idea goal you want to accomplish with your message Theme specific point of view about an idea or topic Shape Message Content Designing Arguments Argument appeal to influence behavior or belief through reasoning Framing Your Content Framing tailoring a message to your specific audience Message Elements Select Channels Channel carries messages between people Sight, sound, smell, taste, and touch Keys to Channel Selection Channel Choices Select Channels FIGURE .
