Bài giảng Business Communication - Chapter 7 Getting to the Point in Good-News and Neutral Messages

Chapter 7Getting to the Point in Good-News and Neutral Messages© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Understand the reader’s likely reaction.Learn the general plan for direct-order messages.Applications of the general planRoutine inquiriesFavorable responsesOrder acknowledgments and thank-you messagesDirect claimsAdjustment grantsOperational communicationsClick to edit Master title styleChapter OverviewDetermine the reader’s probable reaction—positive, neutral, negative.If the reader’s reaction is likely positive or neutral, use a direct approach.Asking for something your reader is likely to grantComplying with the reader’s requestGiving good newsAcknowledging an orderIf the reader’s reaction is likely negative, use an indirect approach.Asking for something your reader will not grantRefusing a requestClick to edit Master title stylePreliminary AssessmentBegin with your objective, stating it immediately in the first sentence or after a brief summary of background information.Cover the remaining part of the objective.End with goodwill.Click to edit Master title styleThe General Plan for Direct OrderRoutine Inquiries are direct requests for information (questions). Routine Inquiry situations may include:Following up on an ad.Choosing a vendor.Checking meeting availability with a client.Click to edit Master title styleRoutine InquiriesPossibilities:Make each question a separate sentence with a bullet.Give each question a separate paragraph.Order or rank each question with numbers.Structure your questions in true question form so that they stand out (aren’t buried in text).Click to edit Master title styleRoutine Inquiry—Question Tips Favorable Responses are positive answers to inquiries, telling readers what they need to know. Favorable response situations may include:Responding to a customer request for information.Responding to a job candidate’s inquiry about an open position. Click to edit Master title styleFavorable ResponsesIdentify the message being answered—in the beginning or subject line.Begin with the answer or state you are complying with the request.Logically arrange the answers.Skillfully handle the negatives.Consider including extras.End with goodwill—a friendly comment.Click to edit Master title styleFavorable Response PlanGive the status of the order (begin with the good news).Include a “thank you” and build goodwill.If there is a problem (vague order, back order)Report directly regarding delays, orUse a tactful approach to get needed information on vague orders or to report back orders.Emphasize the positive (such as when the new order will be delivered).Close with friendly words adapted to the message.Click to edit Master title styleOrder AcknowledgmentsBegin the good news directly.Overcome negative impressions with positives.Incidentally identify the message you are answering.Avoid or deemphasize negatives that recall the situation being corrected.Regain lost confidence through explanation or corrective action.End with friendly, positive words.Click to edit Master title styleAdjustment GrantsThe internal communications needed in a company’s workCasualQuick responses to immediate work needsConversational but very direct, frankModerately formalMore carefully constructed direct messagesConversational, straightforward but courteousHighly formalMessages about policies, procedures, or directivesFormally written by superiors to subordinatesClick to edit Master title styleOperational MessagesOrganize in the direct order.Choose the appropriate tone (casual, moderately formal, or formal).Be clear and courteous.Order the information logically.Close in a way that builds goodwill.Click to edit Master title styleOperational Messages