Chapter 8,good news and neutral messages

Chapter 8Chapter 8
Good-News and NeutralGood-News and Neutral
MessagesMessages

Good-News and Neutral MessagesGood-News and Neutral Messages
What is Good-News and Neutral MessageWhat is Good-News and Neutral Message
 A message that will receive favorable response or neutral reactionA message that will receive favorable response or neutral reaction
from your reader is usually easy to write because such messagesfrom your reader is usually easy to write because such messages
tells your reader something pleasant or offer usual information.tells your reader something pleasant or offer usual information.
 These messages are generally organized by the direct approach-These messages are generally organized by the direct approach-
also known as good-news planalso known as good-news plan

Objectives of this chapterObjectives of this chapter
The chapter suggests an effective organizational plans for favorable replies andThe chapter suggests an effective organizational plans for favorable replies and
neutral messages and discuss the following kinds of letters and memoranda you canneutral messages and discuss the following kinds of letters and memoranda you can
organize with this plan:organize with this plan:
Favorable RepliesFavorable Replies
 Answering inquiriesAnswering inquiries
 Granting requests for adjustmentGranting requests for adjustment
 Approving CreditApproving Credit
 Acknowledging ordersAcknowledging orders
 Granting favors and other requestsGranting favors and other requests
 Job acceptance lettersJob acceptance letters
 Goodwill messages: appreciation, congratulation, and condolence lettersGoodwill messages: appreciation, congratulation, and condolence letters
Neutral MessagesNeutral Messages
 Announcements about:Announcements about:
Sales and eventsSales and events
Procedures, policies, and responsibilitiesProcedures, policies, and responsibilities
Honors and activities of peopleHonors and activities of people
 TransmittalsTransmittals

Organizational Plan for Good-News and Neutral MessageOrganizational Plan for Good-News and Neutral Message
1.1. First:First: Best news or main ideaBest news or main idea
2.2. Middle:Middle: Explanation, with one or more following, whenExplanation, with one or more following, when
appropriate: all necessary details, educational informattion,appropriate: all necessary details, educational informattion,
resale, sales promotion.resale, sales promotion.
3.3. Last:Last: Positive, friendly ending, with a clear statement of actionPositive, friendly ending, with a clear statement of action
desired, motivation to action, willingness to help further,desired, motivation to action, willingness to help further,
appreciationappreciation

Favorable Replies:Favorable Replies:
To help build goodwill, a progressive organization replies to all reasonableTo help build goodwill, a progressive organization replies to all reasonable
requests courteously, hopefully, and promptly. The different type ofrequests courteously, hopefully, and promptly. The different type of
favorable replies are as follows:favorable replies are as follows:
1.1. Answering inquiries:Answering inquiries: Among most frequent non-sales-relatedAmong most frequent non-sales-related
inquiries are requests for information about personal and creditinquiries are requests for information about personal and credit
applicants.applicants.
1.1. Granting Requests for Adjustment:Granting Requests for Adjustment: An adjustment letter is theAn adjustment letter is the
reply to a complaint (called a claim letter)reply to a complaint (called a claim letter)
1.1. Approving Credit:Approving Credit: The message telling the customer that you areThe message telling the customer that you are
granting often includes all parts of the basic news plan-best newsgranting often includes all parts of the basic news plan-best news
first and then terms, resale, sales promotion and appreciation.first and then terms, resale, sales promotion and appreciation.
II

4.4. Acknowledging Orders:Acknowledging Orders: An acknowledgement performs severalAn acknowledgement performs several
important function. It let buyers know that the order has beenimportant function. It let buyers know that the order has been
received, is appreciated, and is given attention.received, is appreciated, and is given attention.
5.5. Granting Favors and Other Requests:Granting Favors and Other Requests: A letter showing yourA letter showing your
granting favor by serving a committee, speaking at a convention,granting favor by serving a committee, speaking at a convention,
donating money, or lending your firm’s equipment without charge,donating money, or lending your firm’s equipment without charge,
good news plan is best to use.good news plan is best to use.
6.6. Job Acceptance Letters: A job acceptance letter is generally aJob Acceptance Letters: A job acceptance letter is generally a
short and expresses your enthusiasm for the position offered.short and expresses your enthusiasm for the position offered.

7.7. Goodwill Messages: Goodwill messages are different from theGoodwill Messages: Goodwill messages are different from the
usual business documents in that they express feelings ratherusual business documents in that they express feelings rather
than information or persuasion, and therefore are little bit differentthan information or persuasion, and therefore are little bit different
in writing.in writing.
( Although it may be tempting to send printed cards, it is always more( Although it may be tempting to send printed cards, it is always more
personal and meaningful to recipients to send a written note ofpersonal and meaningful to recipients to send a written note of
appreciation, congratulations, or sympathy)appreciation, congratulations, or sympathy)
Types of Goodwill MessagesTypes of Goodwill Messages
 Letter of AppreciationLetter of Appreciation
 Letter of CongratulationLetter of Congratulation
 Letter of CondolenceLetter of Condolence

Letter of Appreciation:Letter of Appreciation: Thank you notes should be written wheneverThank you notes should be written whenever
someone does a favor or when an action deserves praise. These notes maysomeone does a favor or when an action deserves praise. These notes may
be written to customers for their orders, to colleagues for their support, andbe written to customers for their orders, to colleagues for their support, and
to individuals for any special favor they have done for you or for yourto individuals for any special favor they have done for you or for your
company.company.
Letter of Congratulation:Letter of Congratulation: Congratulatory notes should be sent for businessCongratulatory notes should be sent for business
and personal achievements and milestones. As in letters of appreciation,and personal achievements and milestones. As in letters of appreciation,
they should use the good-news organizational plan and focus on reader.they should use the good-news organizational plan and focus on reader.
Letter of Condolence:Letter of Condolence: Expression of sympathy to someone who hasExpression of sympathy to someone who has
experienced grief or misfortune are difficult to write and demand specialexperienced grief or misfortune are difficult to write and demand special
sensitivity on the part of writer.sensitivity on the part of writer.

Neutral Messages:Neutral Messages: The neutral messages areThe neutral messages are
unsolicited messages. The are either announcements orunsolicited messages. The are either announcements or
transmittals.transmittals.
1.1. Announcing Sales and Events:Announcing Sales and Events: Luncheon, conference,Luncheon, conference,
celebration, meeting, or other function about which you needcelebration, meeting, or other function about which you need
merely to inform you reader.merely to inform you reader.
2.2. Announcing Procedure, Policies, and ResponsibilitiesAnnouncing Procedure, Policies, and Responsibilities: Some: Some
businesses use “directives” to announce to employees officialbusinesses use “directives” to announce to employees official
statements of company policies, procedures and employeesstatements of company policies, procedures and employees
responsibilities.responsibilities.
• They may cover a wide variety of topics, ranging from assignedThey may cover a wide variety of topics, ranging from assigned
parking spaces and office hours to policies about salary increases,parking spaces and office hours to policies about salary increases,
retirement benefits, overtime and treatment of customers.retirement benefits, overtime and treatment of customers.

3.3. Announcing Honors and Activities of People:Announcing Honors and Activities of People: To informTo inform
employees and customers about promotions, awards, honors,employees and customers about promotions, awards, honors,
new appointments, retirements, and other recognition-deservingnew appointments, retirements, and other recognition-deserving
activities of various persons, it is recommended to sendactivities of various persons, it is recommended to send
announcementsannouncements

Transmittal:Transmittal: A transmittal is a letter or a memo that simply sends aA transmittal is a letter or a memo that simply sends a
document to the reader.document to the reader.
 Transmittals are also called “covering letters” have many uses.Transmittals are also called “covering letters” have many uses.
 They range from 5- to 10-line notes to lengthy official letters thatThey range from 5- to 10-line notes to lengthy official letters that
accompany, explain, or justify documentsaccompany, explain, or justify documents
 For routine business to consumers, employees, or other persons, aFor routine business to consumers, employees, or other persons, a
cordial short note is sufficient to transmit one or more items such ascordial short note is sufficient to transmit one or more items such as
check, policy, passbook, warranty deed, or map.check, policy, passbook, warranty deed, or map.
 Transmittal that accompany official documents, bid, applications,Transmittal that accompany official documents, bid, applications,
proposals, or formal reports should be carefully worded letters.proposals, or formal reports should be carefully worded letters.

End ofEnd of
Chapter 8Chapter 8

Chapter 8,good news and neutral messages

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