Basic Organizational Plans Chapter 6 (Murphy)

The process of preparing effective business messages Five planning steps Basic organizational plan Proper beginning and ending Composing the message

Direct (Deductive) Approach If audience’ reaction is favorable or neutral Start—main news, best news Direct Request—when less persuasion is required GNM—when granting request, announcing favorable/ neutral information

Direct Request Plan 1: Main Idea A: request, main statement, assertion, recommendation, question B: reason, if desirable 2: Explanation A: all necessary and desirable details & idea B: Numbered questions, if helpful C: easy reading devices 3: Courteous close, with motivation for action A: clear statement of action desired B: easy action, dated when desirable Appreciation & goodwill

Good News Plan 1: Best News/ main Idea 2: Explanation All necessary & desirable details & data 3: Positive Friendly Close *appreciation *clear statement of action *when desirable *offer of further help, reader’s benefit

Comparison—Direct Request Vs Good-News 1: Main Idea A: request, main statement, assertion, recommendation, question 1: Best News/ main Idea B: reason, if desirable 2: Explanation All necessary & desirable details & data A: all necessary and desirable details & idea B: Numbered questions, if helpful 3: Positive Friendly Close C: easy reading devices *appreciation 3: Courteous close, with motivation for action *clear statement of action *when desirable A: clear statement of action desired *offer of further help, reader’s benefit B: easy action, dated when desirable Appreciation & goodwill

Indirect (Inductive) Plan Negative reaction expected Beginning with the buffer—a relevant pleasant, neutral, receiver-benefit statement Explanation before declaring the main idea Bad news message—reader may react negatively Persuasive message—request may face resistence GNM/ NM—where cultural communication variables require

Bad News Plan 1:Buffer (pleasant or neutral statement, reader-oriented) 2:Explanation A: Necessary Data—tactfully stated B: Pertinent favorable, then unfavorable act C: Reader benefit—Reasons 3: Decision Implied or expressed—alongwith offer of additional help or suggestions 4:Positive Friendly Close A: appreciation B:invitation for future action required C: easy action, dated when desirable D: willingness to help further E: reader benefit & goodwill

Persuasive Request Plan 1: Attention A: reader benefit B: reader0interest theme 2:Interest A: descriptive details & data B: psychological appeal Reader benefits

3:Desire A: statement of request B: supporting data help create reader’s desire to grant request 4: Action A: clear statement of action B: easy action, dated when desirable C: Special inducement D: reader benefit

Comparison—Bad News Vs Persuasive 1:Buffer (pleasant or neutral statement, reader-oriented) 2:Explanation A: Necessary Data—tactfully stated B: Pertinent favorable, then unfavorable act C: Reader benefit—Reasons 3: Decision Implied or expressed—alongwith offer of additional help or suggestions 4:Positive Friendly Close A: appreciation B:invitation for future action required C: easy action, dated when desirable D: willingness to help further E: reader benefit & goodwill 1: Attention A: reader benefit B: reader0interest theme 2:Interest A: descriptive details & data B: psychological appeal Reader benefits 3:Desire A: statement of request B: supporting data help create reader’s desire to grant request 4: Action A: clear statement of action B: easy action, dated when desirable C: Special inducement D: reader benefit

Opening paragraph 1: appropriate opening—message A:main news? B: buffers? C: attention getting statement? 2: Considerate, courteous, concise, clear opening A:get reader into the opening B: relatively short C: focus on the positive D: courteous & conversational language E: no unnecessary repetition 3: completeness A: sentence structure B: Dates

Closing paragraph 1: clear & complete request/demand A: 5 W’s 2: end—positive & courteous thought Apologies, friendliness, appreciation, intimacy 3: Concise & Correct last paragraph No trite (commonplace) expression No trivial details Relatively short but complete

Composing the message Drafting Revising Editing & Proof reading