Chapter 7 · 10/6/2011 · Describe positive and neutral messages. Describe the four specific guidelines for using the direct plan. Distinguish between poor and good positive and

CHAPTER 7

Positive, Neutral, and Social

Business Messages

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



Ch 7 - 3

1.1 Types of Messages



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



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



Ch 7 - 6

Contents-Direct Plan

for Positive or Neutral Messages



Ch 7 - 7

The opening

The explanation

The sales appeal (if

appropriate)

The friendly close

2.1 The Opening



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



Ch 7 - 9

Present related information.

Be objective.

Be concise.

Be positive.

2.3 The Sales Appeal

(if appropriate)



Ch 7 - 10

Personalize the message.

Suggest alternatives if

appropriate.

Aim for quick action.

2.4 The Friendly Close



Ch 7 - 11

Build goodwill.

Be concise.

Be positive.

Express appreciation.

Eg:



Ch 7 - 12

3. UNSOLICITED POSITIVE AND

NEUTRAL MESSAGES



Ch 7 - 13

Unsolicited positive/neutral messages

© 2010 C

Eengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly


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



Ch 7 - 15



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



Ch 7 - 17

4.1 Requests for Information or Action



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



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



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



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



Ch 7 - 22

Congratulations

Condolence

Appreciation

Invitation

Holiday greetings

Welcome

5. SOCIAL BUSINESS MESSAGES



Ch 7 - 23

5.1 Congratulations



Ch 7 - 24

Be personal, sincere, direct

Immediately mention the honor or

accomplishment

Say why the receiver is deserving

End positively

5.2 Condolence



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



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



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



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



Ch 7 - 29

Use the welcome as the main

idea

Provide details

Use a personal close

5.7 Style in Social Business Messages



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



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.

Documents

Chapter 7 · 10/6/2011 · Describe positive and neutral messages. Describe the four specific guidelines for using the direct plan. Distinguish between poor and good positive and