Good news and neutral messages


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Good news and neutral messages

  1. 1. Department of Management Sciences Business Communication Fall 2011
  2. 2. Course Supervisor Ayyaz Qadeer 0300-633-5965
  3. 3. Workshop on Good-News Messages
  4. 4. Organize Your Message Organize your material before writing you first draft can prevent rambling and unclear message. Basic Organization Plans • Direct (Deductive) Approach – Use the direct approach when the audience is receptive to your message. • Indirect (Inductive) Approach – When you expect resistance to your message, choose the indirect approach, such as in a bad-news message or a persuasive request.
  5. 5. Direct (Deductive) Organizational Plan 1. 2. 3. Main idea Direct-Request Plan a. b. Request, main statement, assertion, recommendation, question Reasons, if desirable a. b. c. All necessary and desirable details and data Numbered questions, if helpful Easy reading devices a. b. c. Clear statement of action desired (CSAD) Easy action, dated when desirable (EA) Appreciation and goodwill Explanation Courteous close, with motivation to action
  6. 6. Opening Paragraph 1. Choose an opening appropriate for the message purpose and for the reader. a. 2. 3. b. c. Main idea or good-news first for direct-request, neutral, and goodnews messages Buffer first for bad-news messages Attention-getting statements first for persuasive requests a. b. c. d. e. Get reader into opening Keep first paragraph relatively short Focus on the positive Use courteous, conversational language Avoid unnecessary repetition a. b. Sentence structure Date of letter you are answering…. Make the opening considerate, courteous, concise, clear. Check for completeness regarding:
  7. 7. Closing Paragraph 1. Make your action request clear and complete with the five W’s and the H a. 2. 3. b. c. d. What and who: clearly state what action you desire and who should do it. How and where: make action easy. When: date the action, if desirable Why: show reader benefit, if possible a. b. c. d. Include any apologies and negatives before the last paragraph. Be friendly. Show appreciation Occasionally add a personal note. a. b. c. Avoid trite expressions Omit discussion of trivial details. Use relatively short and complete sentence End on a positive , courteous thought. Keep the last paragraph concise and correct.
  8. 8. Some Good Examples Main idea or Good-News subject first Request: so that your CD funds which have matured, can be transferred to your IRA account as you have requested, please return to us the following: Good News: Enclosed is a cash refund for the defective wristwatch that you sent to us recently. Announcement: As a representative of ABC company, you are invited to attend a free seminar on Global Management issues in International Marketplace to be held in the ……….on …… The purpose of the seminar is …. Buffer Because of the large number of applications we received for our ABC program, we have had to turn away many requests. We obviously underestimated the interest in our current program. A new program is already being planned, and we will send you the information as soon as it’s available.
  9. 9. Some Good Examples Attention-Getting Statement Did you know that up to half of all lower back pain is caused by sleeping on a too-soft mattress? In addition, back pain due to other causes can be made worse by sleeping on poor mattress. We remedy that. …….. Completeness Poor: as per your recent letter, we have shipped your order today by Federal Express. Improved: Three bolts of Thai silk, which you ordered on July 6, 2008, were shipped to you today by DHL. Vague: I look forward to hearing from you regarding this matter. Better: So that we can make appropriate arrangements for your visit, please call me at 0300-963-92-55 before Saturday, November 20, anytime between 11 a.m. to 3 p.m.
  10. 10. Some Good Examples Positive, courteous end Negative: We’re sorry we can’t be more encouraging at this time. Positive: We wish you success in your search for a position. Poor: Send us your check tomorrow. Improved: To keep your credit in good standing, please send us your check for Rs. 15,000/- tomorrow. Poor: Again we thank you for your inquiry. Enclosed you will find a self-addressed, stamped envelop. Hoping to hear from you soon about your preference…. Concise: Please fill out this form and return it in the enclosed envelop by the next Sunday.
  11. 11. Good-News (and Neutral): General Plan 1. 2. 3. Best news or main idea Explanation 1. 2. 3. 4. All necessary details Resale material Educational material Sales promotions 1. 2. 3. 4. 5. 6. Appreciation CSAD EA and motivation Willingness to help further DA RB Positive, friendly ending
  12. 12. 1. 2. Answering Inquiries for Information about Individuals Letters of Recommendations Best news or main idea 1. 2. Applicant’s full name and relationship to you, or how you know applicant --- job(s) held, tenant, customer, club member, etc. Reason for writing (by request) 1. 2. Answers to questions --- direct or implied Best psychological order for four-fold responsibility Explanation 3. 4. 5. 6. 7. 1. 2. 3. 4. Applicant Person considering applicant Your conscience Civil rights laws 1. 2. 3. Applicant’s job, duties, conduct Applicant’s work or other habits Applicant’s personality , etc Specific facts about Honesty and judgment about negatives Caution on legal aspects Confidentiality Offer, phone call
  13. 13. Answering Inquiries for Information about Individuals Letters of Recommendations 3. Courteous close 1. Candid statement of your personal opinion about applicant’s probable fitness for whatever he or she is being considered 2. Positive (not negative) attributes at the end
  14. 14. Seller at Fault 1. 2. 3. Best news 1. 2. Whatever will please your buyer most Courtesy 1. 2. 3. 4. 5. Brief resale with tactful explanation of error (if desirable Instructions for buyer action, if needed Concrete resale on firm, services, or goods, if desirable Cautions Sales promotions on replacement of return item(s) or on allied goods Explanation Courteous close 1. 2. 3. 4. Suggested action and expectations of future pleasant use of goods and services EA Positive ides: help RB
  15. 15. Buyer or Another at Fault 1. 1. Best news 1. Get-in-step-with-reader, courteous comment and concern Explanation 1. 2. 3. 4. 2. Same as previous Brief resale with tactful explanation of error, showing seller not at fault Concreter resale on firm, services, or goods, if desirable Cautions Sales promotion on replacement of returned item(s) or on allied goods Courteous close 1. 2. 3. 4. Suggested action and expectations of future pleasant use of goods and services EA Positive ides: help RB
  16. 16. Approving Credit 1. 2. Best news 1. 2. 3. Credit approval (if no purchase) Shipment (if goods ordered) 1. 2. 3. 4. Description Quantity Prices, cost Method, charges Courtesy Explanation 1. 2. 3. Basis for credit; compliment Credit terms; payment, discounts, limits Resale on service 1. 2. 4. 5. Consumer: parking, shopping services, departments, conveniences, deliveries, price benefits Intermediary: warehouses, discounts, selling aids, advertising, guarantees, repairs, deliveries Resale on product choices Sales promotion
  17. 17. Approving Credit 3. Courteous close 1. Expectation of pleasant service and orders (not greedy) 2. Suggest action 3. EA 4. RB 5. Courtesy; suggestion of further help, if pertinent
  18. 18. Acknowledging First Orders 1. 2. Best news 1. Shipment details 1. Thanks for remittance and / or order 1. For credit customer 1. For cash or credit 1. For cash customer Description Quantity Prices, costs Method, charges Explanation Basis for credit --- compliment Credit terms; payments, discounts, limits Resale on services Resale on products ordered; highlights on special feature --adapted to buyer Perhaps credit application from enclosed, with invitation to return it for consideration
  19. 19. Acknowledging First Orders 3. Courteous close 1. Expectation of pleasant service and orders (not greedy) 2. Suggested action 3. EA 4. RB 5. Courtesy, suggestion of further help, if pertinent
  20. 20. Granting Favors 1. Best news 1. Acceptance of favor 2. Courtesy 2. Explanation 1. Pertinent comments, and details regarding favor --- what is being or will be done, etc. 2. Questions, if necessary, pertaining to favor 3. Courteous close 1. Cordial, pertinent comment; perhaps a forward look, good wish, compliment, or request
  21. 21. Announcements 1. Best news; main idea 1. When appropriate Five W’s (all or most); reader in first and all other paragraphs 1. Statement of pleasure, compliment, congratulations 2. Admission of errors, with good news 2. Explanation 1. Details to emphasize, reader benefits, if possible In admission of error 2. Explanation, apology, emphasis on sincere desire to serve well 3. Resale on firm, products, or services, as appropriate
  22. 22. Announcements 3. Courteous close 2. 3. 4. 5. 6. CSAD EA DA RF courtesy
  23. 23. Transmittals 1. Best news; main idea 1. Transmittal of specific item(s) 2. A concise reason 3. Courtesy 2. Explanation, if needed 1. Comments 2. Instructions 3. Courteous Close 1. 2. 3. 4. CSAD EA DA Offer of further help or other items or RB about items transmitted
  24. 24. Good Luck