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OBJECTIVES/LEARNING OUTCOMES
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 2
Describe positive and neutral messages.
Describe the four specific guidelines for using the direct plan.
Distinguish between poor and good positive and neutral messages.
Prepare effective positive and neutral messages for a variety of purposes using the direct plan.
Compose the six common types of social business messages.
Describe the criteria for selecting the style for a social business message.
1. POSITIVE/NEUTRAL MESSAGES
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accessible website, in whole or in part.
Ch 7 - 3
1.1 Types of Messages
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 4
Positive or neutral
Conveys pleasant/neutral information to the receiver
Eg: Request information, thank you etc
Claims- requests for action when a writer has been
wronged
Eg: Request for refund because a product is
faulty/ruined
Adjustments-positive responses to claims
Social business messages-unsolicited acknowledgements
of important events in readers’ lives
Eg: Email saying congratulations for having a baby
1.2 Positive or Neutral Message
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 5
Information will be pleasant, favorable, or
neutral to the receiver
The message may
Provide routine or unsolicited information
Request information or action
Respond favorably to a request for
information or action
2. USING DIRECT PLAN FOR POSITIVE
AND NEUTRAL MESSAGES
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 6
Contents-Direct Plan
for Positive or Neutral Messages
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 7
The opening
The explanation
The sales appeal (if
appropriate)
The friendly close
2.1 The Opening
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 8
Give the positive or neutral information.
Be optimistic.
Provide coherence.
Use emphasis techniques.
Stress receiver interests and benefits.
2.2 The Explanation
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 9
Present related information.
Be objective.
Be concise.
Be positive.
2.3 The Sales Appeal
(if appropriate)
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 10
Personalize the message.
Suggest alternatives if
appropriate.
Aim for quick action.
2.4 The Friendly Close
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 11
Build goodwill.
Be concise.
Be positive.
Express appreciation.
Eg:
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 12
3. UNSOLICITED POSITIVE AND
NEUTRAL MESSAGES
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 13
Unsolicited positive/neutral messages
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Eengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 14
Initiated by the writer
Both internal/external writing situations
Follows characteristics of the direct plan:
Determining content
Opening
Explanation
Sales appeal
Friendly close
Eg: Mr K has won a lucky draw
organized by a shopping mall.
You, as the communication
manager will have to contact him
using a letter
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 15
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 16
GOOD?BAD?
OPENING
-Thank you for visiting our shopping
complex.
OPENING
-Congratulations Mr K! You are our
10,000th customer!
EXPLANATION
-We were conducting a lucky draw for our
10,000th visitor, and the winner will win a
RM1000 voucher.
EXPLANATION
-To claim your prize, kindly bring your
receipt or proof of purchase from any of
our stores within the next 30 days after
the date of this letter. Your prize, a
RM1000 voucher, will be ready at our
office on the 2nd floor.
SALES APPEAL
-If the prize is not enough for you, you can
buy more vouchers at our office.
SALES APPEAL
-If you wish to have more voucher, you can
get them at our office, our friendly staff
will be happy to assist you.
FRIENDLY CLOSE
-If we don’t receive any news from you
within the next 30 days, your prize will be
given to the 10, 001st visitor.
FRIENDLY CLOSE
-Kindly drop in at our office which opens
at 9-5pm everyday except Sundays, we
look forward to see you.
4. In practice-using the direct plan in
unsolicited messages
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accessible website, in whole or in part.
Ch 7 - 17
4.1 Requests for Information or Action
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accessible website, in whole or in part.
Ch 7 - 18
Eg: Sending a letter asking a customer to come to the office to claim his prize
Use the direct plan
Present request and reason
Give information necessary for a response
Ask for action
4.2 Request Approvals
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accessible website, in whole or in part.
Ch 7 - 19
Eg: to approve a request to take a
20-day leave
Use the direct plan
Open with the good news
Provide details or an explanation
Include a friendly close
4.3 Claims
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 20
Eg: You are writing a letter of claim to a computer shop since your computer crashed after 1 day
Use the direct planPresent the claim and its impact
Provide an explanation with background information
State what you want the receiver to do
Include a friendly, optimistic close
4.4 Claim Adjustments
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 21
This is a positive response to a claim
Eg: Computer company agrees to send you another computer
Use the direct plan
Positive information
Convincing explanation
Effective, personalized sales appeal
Positive close
Social Business Messages
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 22
Congratulations
Condolence
Appreciation
Invitation
Holiday greetings
Welcome
5. SOCIAL BUSINESS MESSAGES
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accessible website, in whole or in part.
Ch 7 - 23
5.1 Congratulations
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 24
Be personal, sincere, direct
Immediately mention the honor or
accomplishment
Say why the receiver is deserving
End positively
5.2 Condolence
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 25
Use direct plan
Convey sympathy
Include only necessary details; use a
positive and sincere tone
Offer assistance if appropriate
Refer to the future in a positive way
5.3 Appreciation
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 26
Use the direct plan
Express gratitude
Provide supporting evidence
Express appreciation using words
different than those used in the
opening
5.4 Invitation
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accessible website, in whole or in part.
Ch 7 - 27
Include all necessary information
including date, time, place,
suggested dress, whether the
receiver may bring a guest, and
an RSVP notation
5.5 Holiday Greeting
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accessible website, in whole or in part.
Ch 7 - 28
Acknowledge appropriate holidays in the countries where you have employees, customers, or suppliers
Cards are the most common format
Distinctive messages may be more memorable
5.6 Welcome
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accessible website, in whole or in part.
Ch 7 - 29
Use the welcome as the main
idea
Provide details
Use a personal close
5.7 Style in Social Business Messages
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 30
Use handwritten notes in times of sorrow
Use printed invitations for a formal social function
Use a computer-printed message to welcome an employee or customer
Use a commercially produced card for a brief personal message
Use an e-mail followed by a letter or a card to create a quick and lasting impression
Use e-mail and electronic greeting cards for personal messages, not social business messages
WHAT HAVE WE LEARNT
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Ch 7 - 31
Positive and neutral messages
Social messages
Using the direct plan
Positive/neutral messages
Social messages
Understand the difference between a good
positive/neutral/social messages and a good one.
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