Defining purpose for spoken and written communication

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En provenance du cours de The Hong Kong University of Science and Technology

Business English: Basics

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The Hong Kong University of Science and Technology

Business English: Basics

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Cours 1 sur 5 dans Specialization Anglais des affaires pour les locuteurs non natifs

This course aims to improve your Business English language skills by developing your vocabulary and reading skills and your understanding of tone, style and knowledge of communication methods. We'll also cover how these language skills can enhance audience analysis, business case analysis and basic business communication strategies. Skills learned in this course will often be referred to and needed to complete the speaking, writing and cross-cultural communications courses of this Specialization. After completing this course, you will be able to: - describe things and events in the context of Business English - make requests in the context of Business English - support arguments in the context of Business English - use appropriate tone and style according to the context of Business English - conduct an audience analysis - match audience with the purpose and medium of communication - analyse and summarise business data

À partir de la leçon

Audience and purpose

Welcome to Week 4! This week we will cover Module 4 where we will introduce you to ways of identifying the purpose and audience for spoken and written documents in general business situations and how this can affect language use. You will also be introduced to vocabulary and language skills common to business communications.

Spoken vs. written communication6:12

Conducting an audience analysis4:41

Defining purpose for spoken and written communication4:10

Matching purpose, audience, medium, tone & style7:12

Rencontrer les enseignants

Kin Tang
Instructor
Center for Language Education
Delian Gaskell
Instructor
Center for Language Education
Sean McMinn
Senior Instructor
Center for Language Education

Welcome to this video on Defining Purpose for Written and Spoken Communication.

Imagine you're in a car ride without a destination in mind,

where will you end up?

Nowhere in particular right?

It could be good or it could be bad depending on where you end up.

But you won't know unless you have a clear destination or purpose for your car ride.

So that's our focus for today.

Purpose.

By the end of this video, you'll be able to define a purpose,

be able to recognize the general and specific purposes, and understand

the importance of setting a clear purpose for your communication objectives.

So how do we define purpose?

Well, basically, it asks the question why.

Why am I writing this email?

Why am I delivering this presentation?

Defining a purpose helps you know whether you'll achieve your target or

your overall objective.

Let's use the example of a car ride at the begining of this video.

With a map and a clip, destination in my mind,

you're able to achieve a goal of from going from A to B.

Which brings to our one of the key aspects of communication.

Remember, there's always a communicator or a sender who sends his or

her message from A to the audience or receiver at B.

So without a clear purpose, you don't know whether your

message has achieved its purpose or its intended outcome.

Your audience could be confused or even worst, react negatively.

So that's why so important be able to define a purpose so

you're able to achieve your ultimate goal or communication objectives.

There are two types of purposes.

First, a general purpose.

And this is communication driven.

It ask a question, what is it do you want to do?

For example, to present a sales initiative and a sales proposal.

The second is a specific purpose and this is audience driven or outcome based and

you ask the question, what do you want your audience to do?

For example, you want to persuade your sales director to allocate more resources

to the sales initiative and ultimately you want to influence the final

decision maker to get on board with your initiative.

So why do you need a clear purpose?

Again, remember with communication there's a communicator and an audience.

A clear objective will help you choose relevant and

suitable contents so it's not redundant or unnecessary.

A clear purpose will also help you choose the appropriate medium of communication so

that your message is delivered in the best and the most effective way.

So that could be a phone call or you might have choose to write an email.

And finally, it helps you choose the appropriate tone and style so

that you're able to achieve your overall goal or communication objective.

Let's do a quick recap.

In this video, we'll help you understand more about

how to define your purpose for your communication.

We went through two different purposes.

General, which is more communication driven, communicated driven or

a specific purpose which is more audience driven.

And you're able to understand the importance of setting a clear purpose

which will help you choose suitable content, choose the appropriate medium for

communication, and also the appropriate tone and style.

Thanks very much for watching.

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