Message with Negative news When the message you are writing contains negative news, you need to write it in a way that retains the googwill of the reader and persuades the reader to accept the negative news as fair and reasonable. The primary goal of a refusal letter is not to say no. You need to think of a refusal letter as an opportunity to help the reader toaccept the negative news.

Five-paragraph structure for a refusal letter p1) Thank you ( thank the reader for the contact). P2) Context (provide the reader with the rationale behind the decision and present the information neutrally as you build towards the refusal). P3) No (say no clearly, but diplomatically and without using any negative words). P4 Positive alternative (provide some hope in the form of a positive alternative)- P5 Positive close ( thank the reader again and then provide your contact information, if appropriate). Figur 6.3 side 90

Complaint letter The purpose of a complaint letter is to state exactly what the company can do to adress the situation. We can use a four-paragraph to make a structure: P1 context for the complaint (state what you have a concern with the service or product and specify when and where you made the purchase). P2 details about the complaint (use neutral language to describe the problem as precisely as possible). P3 compensation expected (what compensation you require). P4 positive close (provide contact information and close positively). Se fig 6.6 page 92

Replying to a complaint letter If you are not able to give the reader the compensation he or she requested, use the Structure for reply to a complaint letter. P1 context for the complaint ( thank the reader for informing you about the issue). P2 details about the complaint. P3 Compensation offered (describe the compensation that can be granted). P4 Positive close (close positively with a request to the reader to contact you if further clarification is requested). Se fig 6.4 for the complain and 6.8 for the answer.

assignment Make create a refusal letter page 100.

Press Releases You use a press release to communicate information to the media. The primary audience is the editor who select the press releases. The second audience is the readers of the pressrelease. A press release is an exellent marketing tool, and sometimes a press release gives more publicity than a full page advertisement.

Organizing content for a press release Include a snappy title that attracts attention. Provide the most important information in the first two or three sentences. Incluse sufficient details: who, what, where, when, why and how. Appeal to the interest and needs of the target audience. Feature quotations from at least two sources, when appropriate. Provide the information people need in order to respond or to find additional details, when appropriate.

A Press release style and format Contact information included at the top of the press release. City and date entered at the beginning at paragraph 1. Third persen used throughout (except in quatations) Quatations () punctuated correctly Use of conventional formatting. See page 110

Assignment case study 1 page 119.