BUS 121 Chapter 6

1. 1

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Ch. 6 / Slide 2
Name the channels through which
typical positive messages travel in the
digital era—e-mails, memos, and
business letters—and explain how
business letters should be formatted.
Learning Outcome 1

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Ch. 6 / Slide 3
Positive/Neutral Messages:
Characteristics
Positive messages share the following traits:
Are routine and
straightforward
1
Help workers
conduct everyday
business
2
Make up the bulk
of workplace
communication
3
Require solid
writing skills
4

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 4
Channels Used for Positive Messages
E-mails Memos Letters
Social media
networks
Blogs
IM and text
messages

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 5
Understanding Business Letters
• Are still the preferred channel for external
communication in certain situations
• Go to suppliers, government
agencies, vendors, and customers
• Encourage feedback
• Project a favorable image
of the organization
• Promote future business

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 6
Understanding Business Letters
• Provide a permanent record
• Are confidential and formal
• Accompany contracts
• Explain terms
• Share ideas
• Negotiate
agreements
• Answer vendor
questions
• Maintain customer
relations

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 7

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 8
Learning Outcome 2
Compose direct messages that make
requests, respond to inquiries online
and offline, and deliver
step-by-step instructions.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 9
Writing Plan for Direct Requests
Opening
• Ask the most important question
first or express a polite command
(Please answer the following
questions).
• Avoid long explanations preceding
the main idea.
Opening

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 10
Writing Plan for Direct Requests
Body
• Explain the request logically
and courteously.
• List questions in numbered or
bulleted form.Body
• Use open-ended questions (What steps
are necessary…) instead of yes-or-no
questions (Will she complete her
contractual obligation…).
• Suggest reader benefits, if possible.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 11
Writing Plan for Direct Requests
Closing
• State specifically, and courteously,
what action is to be taken.
• Mention an end date, if necessary.
Provide logical reasoning for the
end date.
• Make it easy for the receiver
to respond.
Closing

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 12
Before Version of a Request E-Mail
To: Caitlin Roberts
From: Patrick Banerjee
Subject: New Policy
This e-mail is to inform you that I continue to receive disturbing
reports about the misuse of e-mail by employees. In the course of
the past three months, I have heard of facebooking, tweeting, and
gaming. Excessive use of e-mail including downloads of videos is
sapping our bandwidth and slowing down the entire system.
In view of the foregoing, I am herewith instructing your office that
an e-mail policy to the staff is needed. By October 1 a rough draft of
a policy should be forthcoming. At the very minimum it should
inform each and every employee that e-mail is for business only.
Employees must be told that we reserve the right to monitor all
messages. No videos should be in the e-mail system without a valid
reason. And we should not be using company Internet access for
facebooking, tweeting, and gaming. No way!
If you have any questions, do not hesitate to call.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 13
After Version of a Request E-Mail
To: Caitlin Roberts
From: Patrick Banerjee
Subject: Please Draft Employee E-Mail Policy
Please draft a policy outlining appropriate e-mail use to employees.
We need a company e-mail policy because I have received reports
of misuse including facebooking, tweeting, gaming, and video
downloads. This misuse is sapping our bandwidth and slowing the
system. Here are a few points that the policy should cover:
• E-mail is for business only.
• Internet access should not be used for facebooking, tweeting,
shopping, and gaming.
• Videos may be downloaded only for valid work-related purposes.
• E-mail messages may be monitored.
Please submit a draft to me by October 1 because we hope to have
a final policy completed by November 5. Call if you have questions.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 14
Writing Plan for Response Messages
Subject Line
• Summarize the main information
from your reply. (A subject line is
optional in letters.)
• Use abbreviated style omitting
articles (a, an, the).

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 15
Writing Plan for Response Messages
Opening
• Start directly by responding to
the request with
a summary statement.
• Deliver the information that the
reader wants.
• When announcing good news,
do so promptly.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 16
Writing Plan for Response Messages
Body
• Provide additional information
and details.
• Use lists, tables, headings, bold,
or italics to add emphasis and
improve readability.
• Try to promote your products
and your organization to
customers.

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Ch. 6 / Slide 17
Writing Plan for Response Messages
Closing
• Add a concluding remark,
summary, or offer of further
assistance.
• Avoid cliché endings (If you have
any other questions, don’t
hesitate to call).
• Be cordial.

18. • Vocal individuals
can start a firestorm
of criticism or
become powerful
brand ambassadors
championing
certain products
they love.
• Companies must adopt
strategies that help them
decide when and in what
ways to respond.
• Decision trees and
diagrams guide
employees in responding
to online posts.
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 18
Reacting to
Customer Comments Online

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Ch. 6 / Slide 19
Reacting to
Customer Comments Online
Be positive.
Be transparent.
Be honest.
Be timely.
Be helpful.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 20
Writing Plan for
Instruction Messages
Subject Line
Summarize the content of
the message.
Opening
Expand the subject line by
stating the main idea concisely
in a full sentence.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 21
Writing Plan for
Instruction Messages
• Present the instructions in
orderly steps.
• Arrange the items vertically
with numbers.
• Begin each step with an action
verb using the imperative
mood (Sign and return the
enclosed document).
Body

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 22
Writing Plan for
Instruction Messages
Closing
• Request a specific action,
summarize the message, or
present a closing thought.
• Include a deadline and a
reason, if appropriate.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 23
Instruction Messages
To: Staff Members
From: k.warner@fiberco.com
Subject: New Procedure for Submitting Travel Expenses
Effective immediately, please follow this procedure for submitting your
travel expenses:
1. Retain detailed itemized receipts for expenses of $25 or more.
2. Download the new Employee Expense Report form from our intranet.
3. Prepare the report within 30 days of your trip.
4. Submit to your manager.
By following this streamlined reporting procedure, you should receive your
reimbursement within 60 days of submission.
Karen Warner
Human Resources
k.warner@fiberco.com
655-340-3320

24. Ch. 6 / Slide 24
Prepare messages that make direct
claims and voice complaints, including
online posts.
Learning Outcome 3
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 25
Writing Plan for a Direct Claim
Opening
• Describe clearly the
desired action.
• State the remedy briefly
when it is obvious (Please
credit my Visa account).
• Request an explanation
when the remedy is not
obvious (Please explain
your policy . . .).

26. © 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 26
Writing Plan for a Direct Claim
Body
• Explain your claim.
• Tell why it is justified.
• Provide details describing
the desired action.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 27
Writing Plan for a Direct Claim
Closing
• End pleasantly with a
goodwill statement.
• Include an end date
and action request, if
appropriate.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 28
Guidelines for Writing Online
Reviews and Complaints
 Establish your credibility.
 Check posting rules.
 Provide balanced reviews.
 Consider the reach and permanence
of posts.
 Embrace transparency.
 Accept offers for help.
 Refuse payment for favorable critiques.

29. Learning Outcome 4
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Ch. 6 / Slide 29
Write adjustment messages that
salvage customers’ trust and
promote further business.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 30
Three Goals in
Adjustment Messages
1
Rectifying
the wrong,
if one exists
2
Regaining the
confidence of
the customer
3
Promoting
further
business
Definition: When a company receives a claim
and decides to respond favorably,
the message is called an adjustment.

31. © 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 31
Writing Plan for
Adjustment Messages
Subject Line
• Identify the previous
correspondence and
refer to the main topic.
• Grant the request or announce
the adjustment immediately.
• Avoid sounding grudging
or reluctant.
Opening

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 32
Writing Plan for
Adjustment Messages
Body
• Provide details about how you
are complying with the request.
• Try to regain the
customer’s confidence.
• Explain how diligently your
organization works to avoid
disappointing customers.
• Apologize, if appropriate, but don’t
admit negligence.

33. © 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 33
Writing Plan for
Adjustment Messages
Body
• Don’t use negative words (trouble,
regret, misunderstanding, fault, error).
• Avoid blaming customers–even
when they may be at fault.
• Don’t blame individuals or
departments within your organization.
• Avoid making unrealistic promises;
you can’t guarantee that the
situation will never recur.

34. © 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 34
Writing Plan for
Adjustment Messages
Closing
• Express appreciation that the
customer wrote.
• End positively with a forward-looking
thought perhaps suggesting future
business relations.
• Avoid referring to unpleasantness by
mentioning again what went wrong.

35. Learning Outcome 5
Ch. 6 / Slide 35
Craft special messages that foster
goodwill and convey kindness.
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.

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Ch. 6 / Slide 36
The Five Ss of Goodwill Messages
Be
selfless
Be
specific
Be
sincere
Be
spontaneous
Keep it
short

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 37
Saying Thank You
• Written notes showing appreciation
and expressing thanks are
appreciated by their receivers.
• Thank-you notes are typically short
messages written on notepaper.
• More formal letters of
appreciation may be written for
kindnesses performed, a job well
done, and for hospitality.
• Businesspeople build goodwill by
thanking others gracefully.

38. © 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 38
Saying Thank You
• Send a brief note expressing
your appreciation.
• Tell how good the message
made you feel.
• Accept praise graciously.
Don’t make belittling statements.
(I’m not really deserving of that).

39. © 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 6 / Slide 39
Using E-Mail for
Goodwill Messages
• Depending on your relationship with
the receiver, sending a goodwill
message by e-mail is acceptable.
• An e-mail may precede a phone call
or a handwritten message.
• Handwritten notes are most
impressive because they remain
and can be savored. E-mail is
quickly forgotten.

40. Ch. 6 / Slide 40