Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

6-2 Overview Preliminary Assessment A General Direct Plan Applications of the General Plan –R–Routine inquiries –F–Favorable responses –A–Adjustment grants –O–Order acknowledgments –O–Operational messages

6-3 Preliminary Assessment Determine the reader’s probable reaction— positive, neutral, negative. –I–If the reader’s reaction is likely positive or neutral, use a direct approach. Asking for something your reader is likely to grant Complying with the reader’s request Giving good news Acknowledging an order –I–If the reader’s reaction is likely negative, use an indirect approach. Asking for something your reader will not grant Refusing a request

6-4 Direct Plan: Routine Inquiry Begin directly with the objective. –A–Ask a specific question, or –M–Make a general request for the information. Include any necessary explanation. Structure your questions. –N–Number them. –U–Use textual formatting (e.g., bold, italics). End with goodwill words specific to the message.

6-5 Routine Inquiry: Bad Example Dear Mr. Crifasi: As you will recall, you recently returned merchandise to us. We at Hobsons sincerely hope that this transaction was satisfactory. In fact, we are in the process of making changes which will ensure that such transactions are favorably handled. Thus, we would like the answers for some questions about your experiences returning merchandise to us. We’d like to know whether you were served promptly and courteously and whether the adjustment was satisfactory and in accordance with your wishes. Also, we’d like to know whether the salesperson offered assistance to you in selecting other merchandise. Just go to our website and click on the link for the customer satisfaction survey or send your response through the mail. Thanking you in advance for your cooperation, I remain, Sincerely,

6-6 Direct Approach: Favorable Response Begin with the answer or state you are complying with the request. Identify the message being answered –i–incidentally in the beginning or –i–in a subject line. Provide additional relevant information. Deemphasize any negative information. Consider including extras. Provide a closing that builds goodwill and is specific to the message.

6-7 Favorable Response: Bad Example Dear Sir: We are in receipt of your favor of April 12 in which you request that we furnish you a copy of our current Baton Rouge directory with certain notations and recommendations. In reply I wish to assure you that we are very much interested in your proposed online directory of Louisiana manufacturers and believe it is a project which should be supported by Louisiana industry in every possible way. In order to ascertain whether or not a particular manufacturer listed in our directory is a producer or is only the sales agent for goods manufactured outside the State, it will be obviously necessary for us to put a responsible and capable clerk on

6-8 Favorable Response: Bad Example the assignment to contact by telephone each manufacturer listed and to request information direct as to his classification and the nature of his operations. We are quite willing to do this, despite our own manpower shortage, in order to further your project, and in fact we have already selected the man and assigned his duties to him. He will start to work at an early date, and we will notify you in due course as to his progress. Assuming you of our continued interest, and trusting that you will not hesitate to call on us in the future at any time we may be of service to you in any way, we are Sincerely,

6-9 Adjustment Grants Begin the good news directly. 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.

6-10 Adjustment Grant: Bad Example Ms. McPhee: We are very sorry that our product failed you. Normally, any item of clothing is cleaned safely, but in your case this did not happen. We thoroughly examined the suit you returned to us. Our investigation showed that the likely cause of the fading some kind of chemical being spilled on the suit, but we can’t be sure. The problem, though, was definitely on our end and no fault of yours. We are definitely taking steps to ensure that this does not happen in the future. We did credit your account for $ and want you to know how sorry we are that this happened. We truly value your business and hope that you want to do business with us in the near future. Albert T. Hamm, Manager Consumer Relations

6-11 Order Acknowledgments Give the status of order. Build goodwill. Include a “thank you.” If there is a problem (vague order, back order) –R–Report directly regarding delays, or –U–Use a tactful approach to get needed information on vague orders or to report back orders. Close with friendly words adapted to the message.

6-12 Order Acknowledgment: Bad Example Mr. Cotton: As you know, many times shipment delays are unavoidable, no matter how hard we try to be timely. I’m afraid this is one of those times. You ordered a very popular item, and we are just not able to ship them as quickly as you require, though we are working overtime to get them to you as quickly as possible. You should have already received the assorted pipe you ordered. The rest of the order should get to you by the August 12 th —only a two week delay. If this causes you problems, please feel free to contact me. I look forward to serving you. Krystal Benko Office Manager

6-13 Other Thank-You Messages Be brief and direct. Use a salutation appropriate for your relationship with the reader. Begin with the “thank you.” Follow with a personalized comment about the reader. End with a friendly, goodwill close relevant to the topic of the message.

6-14 Thank-You Message: Good Example Dear Mr. Morris: Thank you for meeting with me last Thursday and for providing me with information for my report on green practices in local companies. Your insights, description of Morris Communication’s green practices, and materials you provided all helped make my report a success. I wish you and your company well as you implement your electronics recycling program next fall. Sincerely, Kelly Williams

6-15 Operational Messages The internal communications needed in a company’s work –C–Casual Quick responses to immediate work needs Conversational but very direct, frank –M–Moderately formal More carefully constructed direct messages Conversational, straightforward but courteous –H–Highly formal Messages about policies, procedures, or directives Formally written by superiors to subordinates