Worksheet for Step 6:

Designing Effective Communication

Begin with the basic planning questions. Then address the expanded planning items to the extent they help. Skip any items that don't address your planning needs.

6.1 - Message Source

6.2 - Message Appeal

6.3 - Verbal and Nonverbal Communication

6.1 Message Source

Basic Planning

Message Source: Identify several possible spokespersons who could present your message. Then answer the following questions for each.

What is the level of credibility for each possible spokesperson?

What is the level of charisma for each?

What is the level of control for each?

Expanded Planning

Answer the following items for each possible message source. Then compare your responses to determine the sources best suited for this communication task. An effective message source will have mainly high and positive rankings in each item.

Credibility
How expert on this topic is the message source?
How well-known are his/her credentials to the audience?
If expertise is high, should the audience be reminded of this?
If expertise is not known, can the audience be made informed of this?
Does the message source enunciate clearly?
Does the source speak with dynamism and authority?
Does the source speak calmly and reassuringly on this topic?
How trustworthy will the source be perceived?
Can the source speak truthfully and independently about the topic?
Does the source have any associations that compete with the organization?
Does the source have any associations that are inconsistent with the organization's image?
Is the source available to your organization?

Charisma
How similar is the source similar to the audience?
How familiar is the audience with the source?
How attractive is the source to the audience?
Can the source be presented in an attractive setting?

Control
Does the source have any moral leverage with this audience?
Does the source have any power over this audience?
Does the source have the willingness to use this power?
Does the source have the ability to investigate this audience?
Does the source have the authority to reward or punish this audience?
Does the source have the authority to blame or forgive this audience?

6.2 Message Appeal

Basic Planning

What is the key message that forms the basis of this public relations or marketing communication program.

How does this message use a rational appeal?

How does this message use an emotional appeal?

Expanded Planning

Does your message include both a rational appeal and an emotional appeal?

Rational Appeal
How does your message make a rational appeal?
Does the message feature a factual, value, or policy proposition?
Which of the following provide arguments for your claims? -- Physical Evidence, Analogy, Audience Interest, Comparison, Context, Examples, Statistics, Testimony and Endorsements, Visual Presentation

Emotional Appeal
How does your message made an emotional appeal?
Does the message feature an appeal to positive or negative emotions?
What is the emotion?

Love Appeal. What kind of love? (i.e. poignancy, togetherness, nostalgia, pity, compassion, sensitivity, sympathy)

Virtue Appeal. What virtue? (i.e. justice, altruism, loyalty, bravery, piety, discretion, improvement, esteem)

Humor Appeal
Will the use of humor make the source more persuasive?
Is the humor relevant to the issue?
Is the humor funny?
Is the humor appropriate for the audience?
It the humor appropriate for the organization?
Will the humor enhance the message?
Will the humor help meet the objectives?

Sex Appeal
Will the use of sex appeal make the source more persuasive?
Is the sex relevant to the issue?
Is the sex appropriate for the audience?
Is the sex appropriate for the organization?
Will the sex help enhance the message?
Will the sex help meet the objectives?

Fear Appeal
Will the use of fear appeal make the source more persuasive?
Is the fear relevant to the issue?
Is the fear appropriate for the audience?
Is the fear appropriate for the organization?
Does the message include a solution to overcome the fear?
Will the fear enhance the message?
Will the fear help meet the objectives?

Guilt Appeal
Will the use of guilt appeal make the source more persuasive?
Is the guilt relevant to the issue?
Is the guilt appropriate for the audience?
Is the guilt appropriate for the organization?
Does the message include a solution to overcome the guilt?
Will the guilt enhance the message?
Will the guilt help meet the objectives?

6.3 Verbal and Nonverbal Communication

Basic Planning

How does your message use verbal communication?

How does your message use nonverbal communication?

How can either be made stronger?

Expanded Planning

Verbal Communication

Message Structure
Does your message present only one or more than one (opposing) points of view?
If more than one point of view is presented, it your message sandwiched (stating your argument, noting the opposing argument, and finally restating your argument and refuting the opposing argument)?
Does your message present a conclusion?
Does your message reiterate its main idea?

Clarity
Will your publics find your message clear, simple and understandable?
What is the education level of your target public?
How does this compare with the Fog Index for your written message?

Power Words
Have you used powerful language in your message?
Does your product/program have a descriptive and memorable name?
Does your product/program have a descriptive and memorable slogan?

Ethical Language
Does your message use pretentious or exaggerated language?
Does your message use dishonest or misleading language?
Does your message use defamatory language?
How could any of these verbal elements be made stronger?

Nonverbal Communication

Does the presentation of your message include a symbol? a logo? music? symbolic language? symbolic physical artifacts? symbolic clothing? symbolic people? a mascot? symbolic use of color? a symbolic setting?