Bài giảng Business Communication Design - Chapter 9: Direct and Indirect Communication Strategies

2/ePPT 9DirectandIndirectCommunicationStrategiesMcGraw-Hill/IrwinWhy Use Direct or IndirectCommunication Strategies?Direct communication strategystating important points quickly, usually in the beginning of a messageIndirect communication strategydelays important points until after they have been explainedWhy Use Direct or IndirectCommunication Strategies?© Alan Schein Photography/CORBIS© Lester Lefkowitz/CORBISSometimes the direct approach is best when the message is positive and you want to get straight to the point. However, when the message is negative, the indirect approach may be a better strategy.Direct StrategyWhen Should I Use the Direct Strategy?audience pleasing messageneutral messageComponents of Direct MessagesMain ideaJustification, explanation, and detailsCourtesy closeDirect, Not RudeDirect StrategySteps for Writing a Memo, Letter, or E-Mail Using the Direct Strategy1. Deliver main ideaclearlystraightforwardlyimmediatelyDirect StrategySteps for Writing a Memo, Letter, or E-Mail Using the Direct Strategy (continued)2. Continue toexpress audience benefitsuse positive languagejustify and support message’s overall purposeDirect StrategySteps for Writing a Memo, Letter, or E-Mail Using the Direct Strategy (continued)3. Finish message withdeadline for a responsedetails for contacting yougoodwill closingTypes of Direct MessagesRequests for information or actionrequest at the very beginning of the message followed by a detailed explanation of its purposeTypes of Direct MessagesSteps for Writing Request Messages1. State the request clearly and directly2. Provide a brief but thorough explanation3. Close the message politely withany desired actiondate for responsecontact informationappreciation for the reader’s helpTypes of Direct MessagesSample Request for InformationSample Request for Recommendation LetterClaims and positive adjustmentsbegin immediately with the claim or the requested adjustment followed by support for the claim, explanations, and evidence that prove its validityTypes of Direct MessagesSteps for Writing Claims and Adjustment Messages1. Describe the problem2. Provide an explanation3. Close the message politelyTypes of Direct MessagesSample Requested AdjustmentDirectives and policy statementsmessages about company changes that are stated directly, followed by an explanation and reader benefitsTypes of Direct MessagesSteps for Writing Directives and Policy Messages1. State directiveclearlydirectly2. Provide an explanationemphasize benefits3. Close the message positivelyexpress appreciationTypes of Direct MessagesSample Policy StatementGood news, goodwill, and social messagesrecognize the contributions individuals have made to the company and include the main purpose followed by specifics concerning the event or purposeTypes of Direct MessagesGoodwill and social messages recognize the efforts people have made on behalf of the company and focus praise or attention on them.© V.C.L. Getty ImagesTypes of Direct MessagesSteps for Writing Good News, Goodwill, and Social Messages1. Write promptly2. Express sentiments3. State primary at beginning4. Provide brief but specific details5. Keep focus on the reader6. Close message appropriately7. Refer to your future relationshipTypes of Direct MessagesSample Goodwill MessageSample Negative MessageNegative Direct MessagesTypes of Direct MessagesSteps for Writing Directives and Policy Messages1. State negative news directly at beginning2. Provide explanation, rationale, or details3. Offer alternatives or potential solutions4. Close message politelyWhen Should I Use the Indirect Strategy?Indirect StrategySteps for Writing Indirect Negative Messages1. Begin your indirect message with a bufferBuffersstatements added early in a message and include good news, points of agreement, statements of appreciation, assurance of cooperation, and recognition of the audience’s point of viewIndirect StrategySteps for Writing Indirect Negative Messages2. Follow the buffer with reasonsReasonsfollow buffers in a message and include facts, policies, and reader benefitsIndirect StrategySteps for Writing Indirect Negative Messages3. Deliver the bad news Bad newsshould never be stated bluntly, can be implied, and should not be highlighted unless you are concerned that the audience may miss itIndirect StrategySteps for Writing Indirect Negative Messages4. Finish the message with a positive closePositive closefollows the main points and reasons offered in a message to provide a goodwill statement or alternativesIndirect StrategyProblems with Negative Indirect MessagesShould I apologize?Should I anticipate problems?Should I encourage further communication?Avoid sounding unsureDon’t sound selfishNever blame anyoneAvoid using fillersTypes of Negative Indirect MessagesRefusals/denialsthe most common negative messagesSample First Draft and Revised Refusal E‑Mail MessagesCollectionsmessages that focus on recovering that which belongs to the companySample CollectionTypes of Negative Indirect MessagesSample Social RefusalSocial refusalsfocus on the honor you feel at being offered an invitation to speak or attend an event for which you are unavailableTypes of Negative Indirect MessagesSteps for Writing Persuasive Messages1. Begin with attention-grabbing buffer2. Provide compelling argument3. Reduce resistance4. Inspire action5. Close on a positive noteSample Indirect Persuasive MessageTypes of Persuasive Indirect MessagesSales messagesperhaps the most common persuasive messages and can be very creative and appealingSample Sales MessagePolicy and directive changescan be persuasive because employees tend to better support change if they believe it is for their benefitTypes of Persuasive Indirect MessagesSample Policy DirectiveFund-raising messagesneed to be very persuasive and crafted carefully because the benefit to the audience from supporting or funding your cause is often intangibleSample Fund Raising MessageTypes of Persuasive Indirect MessagesGoals of Persuasive Indirect MessagesGoalGenerate attention (hook)Arouse interestArouse desireReduce resistancePush for action?Questions