Unit VI Lesson 3 Social Business Messages Introduct.docx

Unit VI
Lesson 3: Social Business Messages
Introduction
Communicating in a social environment involves a knowledge
of the cultures that you interact
with on a daily basis. The environment may be internal
(involving coworkers and the culture of
the organization) or external to your organization (involving
customers and other organizations).
Likewise, being aware of business etiquette is a necessity so
that your communication does not
result in negative outcomes for you, your fellow workers, and
your company.
An important communication function is networking, that is to
say interacting with others
externally and internally. As much or more so than education
and experience, networking can
help anyone’s career. Whether we like it or not, the majority of
jobs are secured by networking

more so than a job application. Networking is about exchanging
information about situations in
your line of work, sharing ideas, and helping others who may
need advice or ask for help in
completing a project.
Networking
Networking is a forum in which contacts are developed both
professionally and personally.
Business power and opportunities increase with the support and
resources acquired by
networking. Networking groups help increase a customer base.
The feedback from these groups
and the individuals who
compose them can help resolve issues that otherwise might be
very challenging.
Networking online occurs at sites such as Linkedin, Biznik, Fast
Pitch, Ryze, and dozens more.
Networking that occurs locally in the community is often
fostered by volunteering at a variety of
services. Joining local business groups and other social
organizations may change some business

practices with helpful and constructive advice from networking
contacts. Through networking,
people encounter employees who want to work with them as
they learn to share dreams of
success.
Communicating in Person
When communicating face to face, always be aware of business
etiquette and interpersonal
communication. These skills can help or hinder credibility and
persuasive abilities, especially
when promoting a business.
Business Etiquette
Business etiquette involves one’s conduct, the ways in which we
speak to others, our
demonstration of respect for others, and several nonverbal
communication habits such as
appearance, posture, and gestures. These habits are viewed in
various ways by different cultures.
For example, in one culture, it may be appropriate to wear
denims to a social gathering while in

another culture it is taboo.
We have to be aware of our hygiene while sharing a workspace
with others. While smothering
others with too much perfume or the scent of aftershave lotion
is certainly not a good idea, using
enough to encourage others to share our work environments in a
comfortable way is very
appropriate. In any office, employees should always try to add
to a positive work environment.
Speaking with others on the phone is another etiquette skill that
requires professional conduct.
One’s tone of voice is very important when receiving and
sending active voice communications.
Identify yourself whenever you answer a call, and do your best
to assist the caller. If you have to
forward the call, explain what you are doing so that the caller
does not believe he or she has been
cut off. If you take a message, be sure to retain the caller’s
name, spelled correctly, and make
sure that the return call number is accurate.

Sending e-mail requires attention to etiquette as well. You must
be courteous and respectful, and
the tone transmitted through all e-mail should never project
anger or frustration. In fact, e-mail
should be read aloud, and if it sounds negative, consider calling
the person by phone or visiting
and delivering your message in an interpersonal setting.
Communicating at Social Gatherings
When representing an organization at social gatherings, always
follow the rules of etiquette.
Your appearance is of tantamount importance. Wear clothing
and shoes that are both comfortable
and appropriate to the occasion. You must also avoid using
powerful scents that could easily be
offensive to others.
The way that you interact with others in any social gathering is
also extremely important. You
should be able to introduce yourself briefly, providing relevant
information about your role in the
organization. If you have to introduce others, take the time to
learn how to pronounce their

names correctly, and always be courteous and personable.
You may be seated at a table with others in your area of
business. Knowing the basics of dining
etiquette is always helpful. As people speak, acknowledge that
you are listening by verbal and
nonverbal actions. When you speak, look around to ensure that
everyone understands—their
facial expressions might alert you to the fact that they do not
understand something you have
said.
Conclusion
The pace of our lives today, and that means family, business,
and social, does not allow for
generous elements of time to be spent on anything. As a result,
we make judgements much faster
than we used to. We decide whether we like someone based on
fewer elements than in the past.
In most cases, we have one chance to make a favorable
impression for ourselves and the
company we represent. Today’s business personnel must be
tech-savvy, dress savvy, and

internationally focused on manners and customs. Never has
there been so much demanded of so
many in such a short period of time. Our social skills might be
more important than our
education and experience because they are on display first and
most heavily scrutinized before
anyone looks at a resume. If employees and businesses are not
prepared for the social world we
live in, then we will be unemployed, and the businesses will be
overtaken by more socially
aggressive institutions. Charles Darwin described the
phenomenon in the middle of the 19th
century when he used the words “the survival of the fittest.”
Check for Understanding
(Answer Key is found after Review.)
Answer True of False
1. The skill of networking is the art of careful social
interactions, managing interpersonal
relations, and being a team member.

2. There are very few online networking sites today for a social-
minded employee to
explore.
3. Etiquette is a term that refers strictly to one’s tone of voice
and choice of words in a
business context.
4. If an employee represents his or her company at social
gatherings, the most critical
element is the physical appearance and demeanor.
5. With modern technology, the social aspects of business today
have become less
important.
Review
1. Communicating in a social environment involves a
knowledge of the cultures that you
interact with on a daily basis.
2. One of the reasons that networking is important is because
the feedback you get from
your contacts can help you resolve issues with which you are
struggling.
3. When you send e-mail, you must be courteous and respectful.
4. When you represent your organization at a social gathering,
your appearance is of
tantamount importance.

Answer Key
1. True - There is little or no separation between business and
social. The most successful
business personnel are great communicators and actively
engaged at all times with their
peers and customers.
2. False – Today, there are dozens of very active networking
sites such as Linkedin, Biznik,
Fast Pitch, and Ryze. In fact, an employee not aware of these
sites is fast becoming an
anachronism and will find it more difficult to find employment.
3. False - Etiquette in business refers to a body of tools: one’s
conduct, the tone and manner
of oral communication, respect for others, and a variety of
nonverbal cues such as
physical appearance, posture, gestures, and more.
4. True - While an employee is not likely to talk to everyone at
a social gathering, the
physical appearance is on display as are the fundamentals of
body language, and nothing
is more difficult to overcome than a negative appearance by a
company representative.
5. False - In fact, with face-to-face communications possible all
over the world, with

meetings being held with software like Adobe, and with the
ability to interview someone
on the other side of the world, today, the social aspects of
business have never been so
critical or so demanding of those who carry out the world’s
business operations.
Adobe Captivate Wednesday, December 07, 2016
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UNILEVER
Principles of Marketing
Unilever
Unilever is a multinational company that deals in the production
of consumer products
The company enjoys a large market outreach based on the
quality products that it produces
It ensures that it adheres to its mission of adding vitality to life
The company ensures that it capitalizes on the market needs to
remain relevant in the market
Unilever is a multinational company that deals in the production
of consumer products. The company enjoys a large market
outreach based on the quality products that it produces. It
ensures that it adheres to its mission of adding vitality to life.
The company ensures that it capitalizes on the market needs to
remain relevant in the market
2
Unilever
Unilever enjoys a large rate of brand loyalty

The positive brand image is a key factor that promotes the
situation.
The company ensures that it applies perfect marketing strategies
that positively appeals to the industry
The aspect enables it to have a competitive advantage in the
monopolistic competition that it operates within.
Unilever enjoys a large rate of brand loyalty. The positive brand
image is a key factor that promotes the situation (Bannister,
2016). The company ensures that it applies perfect marketing
strategies that positively appeals to the industry. The aspect
enables it to have a competitive advantage in the monopolistic
competition that it operates within.
3
Surf
Surf is product that appeals more in the market
It is a detergent that positively appeals to me
The longevity and reliability of the product makes it create a
perfect appeal to me.
The positive reviews that the product has in the market is a key
matter of concern.
Surf is product that appeals more in the market. It is a detergent
that positively appeals to me. The longevity and reliability of
the product makes it create a perfect appeal to me. The positive
reviews that the product has in the market is a key matter of
concern.
4

Dove
Dove is a personal care product produced by the company.
It is a product that has positive reviews from the consumers
based on its basic applicability.
The product is widely popular in north America, south America
and Europe.
The product is popular based on the variety of texture and
ingredients that are applied in its production.
Dove is a personal care product produced by the company
(Bannister, 2016). It is a product that has positive reviews from
the consumers based on its basic applicability. The product is
widely popular in north America, south America and Europe.
The product is popular based on the variety of texture and
ingredients that are applied in its production.
5
Market Share
Surf and Dove have gained market share based on the marketing
strategy applied by the company.
Unilever employees diversified marketing strategies that
enables the company to reach out to a large market.
The use of modern marketing strategy combined with the
traditional marketing have proven to be effective.
The marketing conducts continuous research to ensure that
important changes take place.
Surf and Dove have gained market share based on the marketing
strategy applied by the company. Unilever employees
diversified marketing strategies that enables the company to
reach out to a large market. The use of modern marketing

strategy combined with the traditional marketing have proven to
be effective. The marketing conducts continuous research to
ensure that important changes take place.
6
Brand Recognition
Brand recognition is a factor that positively plays out in this
particular case.
The years of existence in the international market positively
plays out in the creation of brand recognition in the market.
The positive brand image of the company positively contributes
to the situation.
Effective recognition in terms of understanding and corporate
integrity is part that positively contributed to the market share
Brand recognition is a factor that positively plays out in this
particular case (Baishya, 2015). The years of existence in the
international market positively plays out in the creation of
brand recognition in the market. The positive brand image of
the company positively contributes to the situation. Effective
recognition in terms of understanding and corporate integrity is
part that positively contributed to the market share
7
Brand Strategy
Brand strategy is a key factor that positively plays out in terms
of market share.
The company applies social media marketing to increase the
market share.
It is a brand strategy that has proved to be quite effective.
Corporate branding is a key factor that positively plays out in
this case.

Brand strategy is a key factor that positively plays out in terms
of market share.
The company applies social media marketing to increase the
market share. It is a brand strategy that has proved to be quite
effective. Corporate branding is a key factor that positively
plays out in this case.
8
Product Positioning
Product positioning is a key factor that makes the product
appeal
The company is keen at making availability a key factor of
concern
It enables the market to access the product in various retail
stores
Product positioning is a key factor that makes the product
appeal. The company is keen at making availability a key factor
of concern. It enables the market to access the product in
various retail stores
9
Brand Appeal
The brand has positively appealed to the regular improvements
made in the process.
The action has enabled the company to produce products that
suits the market.
Diversity is a key issue that the company considers.
Factors such as packaging are key factor that lead to the

creation of perfect industrial outlooks
The brand has positively appealed to the regular improvements
made in the process (Baishya, 2015). The action has enabled the
company to produce products that suits the market. Diversity is
a key issue that the company considers. Factors such as
packaging are key factor that lead to the creation of perfect
industrial outlooks
10
Brand Appeal
The quality of the product is a key factor that remains appealing
to the market.
The factors that were clearly considered includes availability
and quality which makes the product highly appealing.
The market is appealed to purchase the product based on the
company image and product quality.
The quality of the product is a key factor that remains appealing
to the market. The factors that were clearly considered includes
availability and quality which makes the product highly
appealing. The market is appealed to purchase the product based
on the company image and product quality.
11
References
Baishya, D. (2015). Will realignment aid unilever marketing
strategies?: Asia's newspaper for media, marketing and
advertising asia's newspaper for media, marketing and
advertising. Media

Bannister, L. (2016). Dare picks up digital marketing strategy
assignment for unilever's magnum. Campaign, , 6.
Unit VI
Lesson 1: Claims/Adjustment Letters
Introduction
At all levels of the organization, managers and employees are
involved in producing and sending
written and oral messages. There is a great variety of
communications that go beyond the basic
e-mail, memo, or presentation, as discussed in previous units. In
this unit, you will learn about
several of the most important professional communications
generated by most businesses.
Specific Forms of Professional Communication
When things go wrong in the business world, people
communicate internally within the
organization or externally to address the situation. Complaints

or dissatisfaction with products or
services are categorized as claims.
When a customer with an issue asks for a refund or a
replacement of a particular product,
responses to the customer explaining how the company will
remedy the problem are known as
adjustment letters.
Within organizations, communications with management
proposing changes, asking for
approval, or making purchases are most often called proposals.
Another communication is the organizational report, written to
report on a variety of internal
situations. For example, when a problem arises at work,
someone will be tasked with finding a
solution. Such a report will contain all of the activities used to
investigate and solve the problem.
There are times when negative messages must be communicated
to employees, coworkers,
managers, and owners. Someone will have the responsibility to
write rejection letters, denials of
credit, changes to benefits or health care, and even disciplinary

or termination notices.
Writing Claims
Customers communicate their dissatisfaction with products or
services by submitting claims.
Sometimes a product may not perform as expected or may not
work at all. Most products that are
sold have some type of warranty or guarantee, and, if the
product does not work as it should,
customers expect to have their product replaced, repaired, or
have the purchase price refunded.
For example, if a customer purchases a heater, and it is broken,
the company will be expected to
honor their warranty and repair or replace the product or refund
the purchase price in order to
satisfy and retain the customer.
The professional way to communicate customer dissatisfaction
is to explain the problem
carefully and then communicate exactly how the problem can be
resolved. A professional
approach will usually result in a positive and satisfactory
outcome. Ensure that your claim is

within the time frame specified by the warranty or guarantee. If
you were not provided specific
claim forms, write a letter to the company using the following
format:
issue clearly in the first
paragraph. If your item has a serial number or other product
information, you must
include it either in the subject line or in the first paragraph.
whether the product was
defective or did not perform as expected. The reason for the
claim must be set out clearly.
records regarding the product.
you can be reached at any
time. If there are times when you would not be available,
include the times when you can
be reached at the number you provided.
the company for their anticipated assistance as you end
the claim letter. Take for
granted that the company wants to make you happy, and keep a
positive and constructive

tone.
At all times, be courteous even though you may be angry. Keep
your language at a professional
level. It might be best to write the letter, set it aside for a few
hours, and then read it again to
ensure that you have included all necessary information and that
you have not used inappropriate
language or tone. Ask yourself, do you want to let your
frustrations out, or do you want to see
results? As the saying goes, “You catch more flies with honey.”
Writing Adjustment Letters
If you are the person who responds to the claim, you will send
an adjustment message which
informs customers that you have received their claims and lays
out the action that you are taking
to assist them in resolving their claim.
Do not delay your response. As soon as the claim letter is
received, a response should be sent to
the customer.

claim letter. Place the serial
number or other product information in the subject line or in the
first paragraph.
know that you are sorry for any
inconvenience he or she has suffered as a result of the problem.
you are taking action
immediately, and describe how you are handling the issue. If
you promise a refund, send
it with the letter.
know that you will take care
of any such need immediately. For repairs, let the customer
know when to bring the item
and how long it will take to be repaired.
she can return the item and
receive a replacement.
letter, you have to use
respectful language in your response. Your goal is that even
though this customer might
have had a negative experience with one of your products, you
are going to make the

customer happy and retain his or her business. The master of
this policy was Sam
Walton, the man who revolutionized customer service and
turned his ideas into his
billion-dollar company.
to help at any time.
Denying Claims
Sometimes, claims have to be denied for a variety of valid
reasons. You must state clearly why
the claim is denied. The customer is not going to be happy, but
a courteous tone and good, solid
reasons will reconcile most of them to the outcome you provide.
If the item has a serial number
or other product information, always include it in the subject
line or first paragraph.
the claim. Do not use
negative words that say or imply that the customer is at fault.
do to
have the claim approved,

and provide sufficient information for the customer to proceed.
regret denying the claim and
that you are available to discuss the problem if he or she wishes
to do so.
Throughout the message, be sure to use positive language. For
example, rather than telling a
customer that you cannot do as he or she asks, you can state
that, as much as you would like to
help, you are not in a position to do so. At the same time, name
one or two resources that he or
she can turn to. Help the customer to feel he or she is walking
away with something, even if that
is only knowledge about your services, products, or claims
procedures.
(Answer Key can be found after Review)
Complete the sentence below by filling in the blank with the
correct term relating to professional
communication: claims, adjustments, proposals, organizational
reports, negative messages.

1. A company’s response to a customer’s request for a refund or
replacement product is
called a/an __________.
2. Any communication which communicates something the
recipient does not want to hear,
such as denials of credit, disciplinary actions, rejections for
employment, or even
termination notices, are collectively called __________.
3. These common reports are a part of every organization and
generally explore an internal
situation and provide investigations, analyses, and solutions for
a variety of problems :
__________.
4. Within an organization, documents and reports that seek
approval, ask for purchases, or
seek to make changes are often called __________.
5. Any statements or letters that express dissatisfaction or
complaints made against products
or services are collectively called __________.
Review
1. Complaints or dissatisfaction with products or services are
categorized as claims.
2. If you submit a claim, you must provide receipts or warranty
information or any other
record regarding the product.

3. When responding to a claim, you must always be courteous,
using respectful language at
all times.
4. When denying claims, state clearly why the claim is being
denied.
Answer Key
1. adjustment
2. negative messages
3. organizational reports
4. proposals
5. claims
Unit VI
Lesson 2: Formal and Informal Reports
Introduction
Sooner or later, most managerial employees are tasked with
writing formal or informal reports

for their organizations. Formal reports generally provide well-
researched information about
changes or new developments in an organization. They may be
used to address a problem and
ways to resolve the problem. Such reports are usually prepared
for executives or for external
distribution.
Informal reports, on the other hand, are used to communicate
internally and are generally shorter
than formal reports. They may not contain addenda like the
charts and statistical information that
are necessary in most formal reports. Particular elements of the
formal report are frequently
omitted such as the table of contents and abstract.
Formal Reports
Formal reports are created for a variety of reasons. Within the
workplace, they are usually sent
outside the organization or to upper management. Such reports
are usually written in the third
person, that is, without using the word “you.” Every word is
written out in full—in other words,

in formal Standard English. For example, instead of writing
“can’t,” you must write “cannot.” If
you use acronyms, you must explain what the acronym means
the first time it is mentioned.
Formal reports can be quite long, and in most cases, some
research is carried out before they are
written. These reports must include references, meticulously
naming all the sources included as
part of the research.
In general, a formal report will be highly structured, containing
the following sections:
Title page: The first page of your report should contain the
name of the report, either the name of
the person writing the report or the name of the company, and
the date it was prepared.
Abstract: On the next page, summarize the report. Very briefly,
cover important aspects of the
report.
Table of Contents: List all the sections of the report and the
page numbers. See the following

example:
Table of Contents
1. Introduction 1
2. Analysis 2
3. Methodology 7
Introduction: This section provides a general understanding of
the report. It should contain some
background and briefly explain the reasons for the report. You
should also include a statement of
what the report will achieve. End the introduction with an
explanation of how the report is
structured.
Analysis: In this section, it is useful to follow the SWOT
analysis; in other words, look for
strengths, weaknesses, opportunities, and threats. The report
will explain what made it necessary
to research and resolve the issue covered in the document. You
should refer to the department or
departments that will be affected by the projected outcomes as
well as any internal or external

entities that will likewise feel the effects of the projected
results. Next, explain opportunities and
threats that potentially exist internally and externally. Conclude
the analysis to show how to use
the information that you provided for the good of the company.
Methodology: The report must describe clearly how the
information in your report was obtained.
For example, explain when the data was collected and the
methods used for collection. If surveys
were used, explain how many people were contacted and, out of
that group, how many
participated.
Discussion on findings: The analysis or discussion of the
findings is an essential part of the
report. This portion of the report must carefully discuss the
analysis of the problem and provide
evidence to support all findings. The discussion of the report’s
findings must use a structure that
is easy to follow. One way this step is habitually handled is to
communicate each idea under a
specific heading.

Conclusion and recommendations: This section contains a well-
organized summary of the
findings and shows how the conclusions relate to the issues
discussed in the report. If there is
more than one conclusion or recommendation, it is best to
number each one and arrange them in
order of importance. Traditionally, there should be a
recommendation for each conclusion.
References: As you write the report, include citations and
references according to your
company’s preferred writing style. At the end of the report,
have a specific section in which you
list all the references used when writing the report.
Appendix (if needed): These reports must list any
supplementary materials that support the
reader’s understanding of the report. This section will also
include any other materials relevant to
the objectives and successful completion of the report.
Informal Reports
Informal reports are usually used to communicate within an
organization. This type of report is

usually much shorter than a formal report. This type of report
can use personal pronouns such as
“you.” However, they avoid using contractions. Using acronyms
is acceptable, but, by tradition,
always explain what the acronym means the first time it is
mentioned. For example, the first time
the Education Department is mentioned, write Department of
Education (DOE). Thereafter,
always use the acronym DOE when you are referring to the
Department of Education.
Your report should be formatted like a memo:
From:
To:
Date:
Subject:
Informal reports contain an 1) introduction, 2) discussion on
findings, 3) conclusion, and 4)
recommendations. See the sample informal report below:

To: John Doe
From: Jane Doe
Date: January 2, 2016
Subject: Financing Report
In response to your questions regarding raising money to carry
out the department’s
objectives, I researched several organizations, including
government and corporate
financiers, to find out who would be interested in our project.
I identified 50 organizations that might be willing to provide
financial assistance for
some of our programs, including job training, fiscal
responsibilities, and safety programs.
I could not locate any federal funding—all of the assistance
would come from the private
sector.
I recommend that we approach the first three organizations
named in the attached
document to seek finance for immediate use. I also recommend

that we conduct research
locally by investigating our county and city departments that
might offer assistance to
businesses. Since it can take up to a year to obtain funding, I
recommend that we create
and maintain an index of prospective lenders.
Writing Proposals
When management needs to approve purchases or changes to the
organization, a proposal must
be prepared and submitted. These proposals are written in the
memo format discussed previously
and are used primarily to identify the problem and its solution
as clearly and succinctly as
possible. The report must provide sufficient information for the
manager to make an informed
decision.
Always consider the person who will receive your proposal. Is
he or she familiar with the issue?
What is the most effective method of approaching him or her? Is
the timing right to make this
proposal?

These are the steps to follow in making such a proposal:
1. Write a brief introduction stating why you are writing the
proposal.
2. Analyze the problem in depth. Do not assume that the person
will know that the problem
is occurring. Explain why you believe that the problem exists.
State the cause or causes
of the problem. Explain where, when, why, and under what
circumstances the problem
occurs. There must always be thorough research to ensure
accurate and timely
information is provided and that the problem is presented
thoroughly and clearly.
3. Describe a solution to the problem. It is best to consider two
or more alternative
solutions. As each solution is described, provide the anticipated
pros and cons. Present all
of the resources that will be needed. For example, present all of
the people who will be
needed for the project; the equipment that is necessary to
complete the project; and how
much money will be needed, estimated or actual, for the

project’s successful completion.
Make the solutions appealing to the reader. If possible, point
out who will be responsible
for ensuring everything is done in a timely manner. The
solutions must show that the
outcome will be profitable to the organization. Also, present a
timeline clearly showing
the expected timing of each solution to the problem and when
each will be achieved.
4. Conclude by recommending one of the alternative solutions
presented, stating specific
reasons for the decision.
5. Read over the proposal carefully, ensuring that there is no
unnecessary information.
Proofread each section meticulously to ensure that there are no
spelling or grammatical
errors.
Writing Organizational Reports
Writing organizational reports is similar to writing proposals in
that the basic foundation is the
analysis of a problem with a goal to provide suggestions for
change. Although the reasons vary
widely for writing organizational reports, hypothetically, one

might be a member of a team who
has been asked to investigate the feasibility of creating a new
communication system that would
be suitable for use with government and private corporations,
and the group’s members would
work together to provide a solution. Once the problem has been
investigated, the team must
communicate its recommendations in a written organizational
report.
To build credibility, the group will have to demonstrate a
thorough familiarity with the problem
and demonstrate that the members of the group, through
research, have become experts in the
area being discussed. The first important step is to explain the
problem in complete detail. The
reader must be provided a complete understanding of the
situation. This report will contain a title
page, a table of contents, an introduction, discussion of what
occurred, conclusion and
recommendations, and references. There must be separate
sections that 1) introduce the issue, 2)
explain the analysis step by step, and 3) present conclusions and
recommendations. While a

reference section is a necessity, an appendix is optional.
While there are a variety of reports, many unique to a particular
company or circumstance,
working on and producing these reports can be expected with
virtually all businesses. Whether
an individual or group produces the report, there are always
expectations about the product and
its information. Great care must be taken in the preparation,
research, and presentation of these
reports, whether they are written or presented in multiple
formats—either in person or in
meetings with Adobe or Skype. All reports challenge the
creators to be sensitive to language and
structure so that the expectations of the recipients of the reports
are not disappointed or the goals
of the reports are not met. Reports often take a great deal of
time and effort, but they are the
communication system of businesses, and without them,
decisions, progress, and management
would be without direction and the specific knowledge to carry
these businesses forward.

(Answer Key is found below Review)
Identify the correct definition of the component of a formal
report: title page, abstract, table of
contents, introduction, analysis, methodology, discussion of
findings, conclusion and
recommendations, references, and appendix.
1. A list of your sources in any report—those items which you
used as a part of your report:
__________
2. Following the introduction, this section of the report is
devoted to an exploration of
strengths, weaknesses, opportunities, and threats; a thorough
investigation of a particular
issue with all of its ramifications, possibilities; and plans for
resolution: __________.
3. This section is the place designated for any supplementary
materials that might help
readers understand the report as well as auxiliary material that
might help make the report
thorough and successful: __________.
4. In this section, there must be background information, a clear
justification for the report,
a preview of what the report is attempting to do, and, finally,

how the report is to be
structured: __________.
5. This section must contain a well-organized summary of
precise and clear solutions with
explicit steps to achieve the end objectives of the report:
__________.
Review
1. Formal reports generally provide well-researched information
about changes or new
developments in an organization.
2. Informal reports are used to communicate internally and are
generally shorter than formal
reports.
3. When management needs to approve purchases or changes to
the organization, a
proposal must be prepared and submitted.
4. Writing organizational reports is similar to writing proposals
in that the basic foundation
is the analysis of a problem with a goal to provide suggestions
for change.
Answer Key
1. references
2. analysis

3. appendix
4. introduction
5. conclusion and recommendations
Unit VI
Lesson 4: Sending Negative Messages
Introduction
Negative messages are an inevitable part of every company’s
communications. Such messages
include the refusal of a request, denial of benefits, or delivering
any other of a wide variety of
types of bad news. These messages should always be positive,
but it is surprisingly challenging
to deliver bad news in a context that must also maintain a
positive tone, or at least as positive a
tone as possible given the circumstances.
When communicating online, respond to positive and negative
messages with equally positive
tones and self-consciousness about the best interests of the

company you represent. Many
customers and clients read communications from a business or
organization and decide whether
or not to continue a business relationship with a company
without ever having visited the
business in person.
Unconditionally, when a response must convey bad news of any
type, always use positive
language. For example, do not ever accuse anyone of providing
false or misleading information
when responding to a claim. At all times, respond professionally
regardless of the tone of the
claimant and his or her message. Your message, even though it
must be negative—anything
other than what the customer expects or wishes to hear—should
attempt to create trust with the
recipient of the message.
Writing Negative Messages
When writing negative messages, use the direct approach, and
always try to soften the message
while being careful not to be misunderstood. Since the person

receiving the bad news will not be
enthusiastic about the message, structure the message so that
the entire message will be read. The
structure of these messages should be an opening that is very
positive, delivery of the bad news
in the middle, and a closing that is as positive as possible under
the circumstances with the goal
that you have satisfied and retained the customer.
Using the Direct Strategy for Negative Messages
Providing information upfront before explaining the reasons is
often called the direct strategy.
This strategy is used for messages when you wish to provide the
bad news without delay. The
main reason for the message is stated immediately. Follow in
the next paragraph with reasons
why the negative action is being taken. How much to disclose
depends on the situation and the
relationship with the person or persons receiving the message.
For example, if there is a very good relationship with a
customer/client, and you do not want to
place that relationship in jeopardy, an explanation might be

lengthy. Provide sufficient
information so that the customer/client recognizes that, given
the circumstances, the action and
response to the request or demand is logical, legal, and
inevitable. Most customers will follow
and accept a logical response that has support from policy, a
warranty, or other viable reasons.
However, there may be times when an explanation does not
satisfy the customer. In that
situation, you will have to explain in convincing detail why
more information or a different
outcome is not possible at this time.
Sending Negative Messages to Employees
When a reprimand must be written to an employee, immediately
state what the problem is—
identifying the conduct that caused the reprimand. Next, state
clearly why the problem arose and
any problems that occurred as a result of the employee’s
actions. For example, the employee
might not have followed instructions given by the supervisor

and caused other employees to
make errors in production. Finally, set up a plan for
improvement, and establish a timeline for
the improvement to be made.
Sometimes, a recommendation letter has the potential for
containing bad news because it may
not deliver information the individual seeking the
recommendation expects. Never agree to be a
reference or write a recommendation letter if you are
uncomfortable doing so. However, there is
a strategy that turns a potentially negative situation into a
positive one. A reluctant
recommendation letter can be written as follows:
Our organization does not send out formal recommendations.
However, I can
confirm your employment dates with our company. Best of luck
in your career.
One of the most negative messages to an employee is a
termination letter. Many companies have
a standard letter of termination or an HR department that
handles this situation. However, if you

have to write a termination letter, always choose your words
carefully, remembering that
anything you say or write could end up in a court of law. Again,
many companies retain
specialists who create and deliver these documents because of
the potential for legal action that
could very easily follow a termination.
When using the direct approach, use the following format:
a. Explain the reasons why the employee is being terminated.
b. Ensure that your words cannot be interpreted as personal or
discriminatory.
c. Avoid using language that could be considered insulting.
d. Ask another manager or a human resources department to
read the message for clarity
and soundness.
Traditionally, it is expected that someone meet with the
employee to explain the situation and
deliver the letter. In many cases, it is customary to have at least
one witness to the meeting.
Using the Indirect Strategy for Negative Messages
Setting out your message by explaining the reasons why

something occurred before stating
clearly what that message is is known as the indirect strategy.
This strategy is usually used when
announcing or delivering a variety of negative messages to your
staff, such as organizational
layoffs.
A normal reaction for many people is to stop reading a message
as soon as they encounter the
bad news or any message that is not what they wanted or
expected. For that very reason, many
managers use the indirect approach to pass on bad news.
To lessen the impact of bad news, always begin with a buffer,
some good news or at least neutral
information prior to addressing the material the reader is
expected to find negative. If there is
possibly any good news in your message, start with the good
news, even something neutral, or
let the reader know that his or her business is appreciated—
anything creative to move the reader
into the material he or she does not want to hear.

You can then move on to deliver the bad news. Try to
understand the person receiving the
message, have empathy, and identify with him or her. Let the
person know why he or she is
receiving the bad news, using words that express sentiments and
ideas clearly and logically. If
the person can follow the reasoning, he or she is much more
likely to accept the bad news, not
like it, but at least understand why the outcome was the next
inevitable step in a logical process.
All such messages must avoid all negative words, if at all
possible. Words such as cannot, fail, or
impossible must never be used in negative messages. In fact, the
final revision of any negative
message should be a careful examination of the message from
top to bottom with the goal of
removing every negative word in the entire communication.
Even not, no, only, and other words
not ordinarily considered negative must be removed. Instead of
explaining what you cannot do,
always phrase the message in terms of what you can do. These
letters are not easy at first, but
when a writer goes through the process several times, the format

and context of such letters
become much easier to compose, and they are accepted far
better than one that is saturated with
negative words, none of which the customer or employee wants
to read or hear.
Negative messages must always close with positive thoughts
and statements. Point the readers to
a brighter future by offering alternative options or information
that they can use to better
themselves. Letters of rejection for a job application, denials of
credit, and many other negative
messages are much more palatable when they close with
compliments and prospects for the
future. Traditionally, one should close by simply wishing the
person well in the future regardless
of the contents appearing before the closing.
(The Answer Key can be found after the Review)
1. Which of the following does not qualify as bad news?
a. A company policy that states you many not use the company
computers to check your

social media site
b. A memo to an employee stating that he or she was not
selected for an advertised
position that would be a promotion
2. As a general rule, use positive language for any good news
message and stronger
negative language for the bad news or negative messages that
must be sent to employees
or customers.
a. True
b. False
3. When might be the best time to make a decision to use the
direct method of composing
and delivering a bad news message?
a. When the person is familiar to the sender and likely expects
the news
b. When the recipient is likely to be very uncomfortable with
the news, disappointed, or
even hostile
4. When you use the direct method, always close the message
with the bad news.
a. True

b. False
5. If you decide to use the indirect method of delivery for your
bad news message, you
would likely begin with what?
a. A funny story
b. A buffer
Review
request, deny a benefit, or
deliver some other type of bad news.
provide the bad news without
delay.
what the problem is
immediately.
rategy is used when you have to explain the
reasons why something
occurred before stating the issue.
Answer Key
1. A - A policy, whether employees are for or against it, does
not qualify as bad news

because it is not a message delivered to one or more employees
but a uniform standard
for all.
2. B – False: Never use negative language in any
communication. In fact, even in those
communications that must be designated as negative messages,
strike out negative words,
and use something positive before and even after the delivery of
the bad news line or
note.
3. A - In this case, the receiver is likely expecting the
information and would appreciate a
direct answer and might even perceive anything less as being
disingenuous.
4. B – False: Regardless of whether you use the direct or
indirect method for the delivery of
your message, always close every message with something
positive or at least neutral;
never end on the bad news message.
5. B - A buffer is simply a line or two prior to the bad news that
expresses cordiality, neutral
if not positive, but something leading into the negative message
that will not be perceived
as procrastination or even trepidation.

Unit VI Lesson 3 Social Business Messages Introduct.docx

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