Jan29 Summary(C3 Creating Effective Messages)

Chapter 3 provides a framework for how to plan and design messages strategically to increase your chances of achieving high fidelity and reaching your goals.

Goal intentions cover your wants or needs and what you expect from the message receiver. Goal response is feedback from the message receiver. Knowing your audience helps you design messages appropriate to their specific needs and viewpoints. Tell the audience what they may gain from your message.
Message content includes your main idea, theme, argument, message frame, and elements. Your argument is the support or evidence you offer as part of a logical appeal to your audience. Furthermore, select the best channel to carry your message to your audience and resources are what you will need to accomplish your goals. A preferred source has audience credibility, which encompasses competence, expertise or experience, and reliability. Two other important source traits are dynamism and similarity.