1. Chapter 8, 9 and 10 Positive, Negative & Messages Universitas Ciputra Business Communication : Pocess & Product, 8e Guffey & Loewy Business Communication Short Semester 2016 International Business Management

2. POSITIVE MESSAGES

3. TYPES Request Messages:  Simple request for information or action Replies to customers Explanations to coworkers Instructions Direct claims and complaints

4. Channels Used E-mails Memos Letters Social media networks Blogs IM and text messages

5. REQUEST MESSAGES

6. Creating Request Messages Opening (main idea first) Ask question or issue in a polite command Avoid long explanations preceding the main idea Body (provide details and explain your purpose) Express questions in numbered or bulleted form Use open-ended questions instead of yes-or-no questions Suggest reader benefits, if possible Close (end with appreciation and a call for action) State specifically, but courteously, what action is to be taken. Set an end date, if one is significant. Provide a logical reason for the end date

7. “Before” To: Kim Johnson kjohnson@smi.comkjohnson@smi.com From: Tim Rudolph trudolph@smi.comtrudolph@smi.com Subject: New Policy This e-mail is written to inform you that I continue to receive disturbing reports about the misuse of e-mail by employees. In the course of the past three months I have heard, of defamatory messages, downloads of pornography for all the staff to see, and even basketball pool that turned into a gambling operation. In view of the foregoing, I am herewith instructing your office that an e-mail policy for the staff is needed. By October 1 a rough draft of a policy should be forthcoming. At the very minimum it should inform each and every employee that e-mails is for business only. Employees must be told that we reserve the right to monitor all messages. No picture or attachment should be in the e-mail system without there being a valid reason. And we should not be using e-mail to be saying anything about personnel matters – such as performance reviews and salaries. If you have any questions, do not hesitate to call

8. “After” To: Kim Johnson kjohnson@smi.comkjohnson@smi.com From: Tim Rudolph trudolph@smi.comtrudolph@smi.com Subject: Developing Staff E-mail Policy Please draft a policy outlining appropriate e-mail use for employees. we need such a policy because I have received reports of misuse including defamatory messages, pornography downloads, and even gambling. Here are a few points that the policy should cover: E-mail is for business use only E-mail messages may be monitored No pictures or attachments should be sent without a valid reason E-mail should not be used to discuss personnel matters Please submit a draft to me by October 2 because we hope to have a final policy completed by November 5. Call if you have questions.

9. RESPONDING TO REQUESTS

10. Responding to Requests Opening Open directly Deliver the information the reader wants When announcing good news, do so promptly Body Explain the subject logically Use the lists, heading, boldfaces, italics, or other graphic, devices to improve readability Promote your products and your organization to customers Closing Offer a concluding thought, perhaps, referring to the information or action requested Avoid cliché endings Be cordial

11. RESPONDING TO CUSTOMERS  Be positive  Be transparent  Be honest  Be timely  Be helpful

12. Opening Explain immediately what you want done State the remedy briefly when it is obvious Explain your goal when the remedy is not obvious Body Explain the problem and justify your request Provide details objectively and concisely Be organized and coherent. Don’t ramble Avoid becoming angry or trying to fix blame Include names and dates with previous actions Closing End courteously with a tone that promotes goodwill Request specific action, including end date, if appropriate Direct Claims and Complaints

13. Adjustment Messages Opening When approving a customer’s claim, announce the good news(adjustment) immediately. Avoid sounding grudging or reluctant Body Win back their confidence Explain what went wrong Apologize, be careful in admitting responsibility Check for correctness (legal issue) Explaining how diligently your organization works to avoid mistakes Avoid negative language Avoid blaming customers – even if they are at fault Avoid blaming anyone in your organization Closing Show appreciation that customer wrote Consider expressing confidence that the problem has been resolved Thank the customer for past business Refer to your desire to be of service

14. NEGATIVE MESSAGES

15. Goal in Conveying Unfavorable News Explaining clearly and completely Projecting a professional image Conveying empathy and sensitivity Being fair Maintaining friendly relations

16. Avoiding Legal Liability in Conveying Negative News Abusive language – including abusive language on social networking sites such as Facebook and Twitter Careless language – statements that are potentially damaging or subject to misinterpretation The good-guy syndrome – dangerous statements that ease your conscience or make you look good

17. Providing Negative News Strategies Direct strategy Indirect Strategy Bad News Reasons Pleasant close BufferReasonsBad newsPleasant close

18. When to Use Direct Strategy When the bad news is not damaging When receiver may overlook the bad news When the organizations or receiver prefers directness When firmness is necessary Indirect Strategy When the bad news is personally upsetting When the bad news will provoke a hostile reaction When the bad news threatens the customer relationship When the bad news is unexpected

19. What is Buffer? A device to reduce shock or pain A neutral, but meaningful statement that makes the reader continue reading A concise, relevant first paragraph providing a natural transition to the explanation that follows

20. Presenting the Reason for the Negative News Explain the reasons leading up to the no clearly Cite reader benefits or benefits to others, if plausible Explain the rationale behind your company’s policy Choose positive words to keep the reader in a receptive mood Show fairness and serious intent

21. Closing Pleasantly Forward look – anticipate future relations or business Alternative– give follow – through advice or offer an alternative, if available Good wishes – express sincere feelings, e.g. Thank the reader, if applicable Freebies – send a coupon, sample, or gift, if available, to restore confidence Resale or sales promotion – invite the reader to consider your other products or services

22. Apologizing Effectively in the Digital Age: The 5Rs Recognition – acknowledge the specific offense Responsibility – be personally accountable Remorse – embrace “I apologize” and “I’m sorry” Restitution – explain what exactly you will do about it. Repeating- promise it won’t happen again and mean it

23. Say NO to Typical Request and Claims Request for favors, money, information, and action Invitation Claims from disappointed customers Serious problem with orders Rate increase and price hikes Credit refusals

24. Dealing with Unhappy Customers in Print and Online Call or e-mail the individual or reply to his or her online post within 24 hours Describe the problem and apologize Explain the following: Why the problem occurred How you will prevent it from happening again Promote goodwill by following up with a message that documents the phone call or acknowledge the online exchange of posts

25. Responding by E-mail and in Hard Copy Written messages are important in these situations: When you cannot reach the customer personally When you need to establish a record of the incident When you wish to confirm follow-up procedures When you want to promote good relations

26. Why Consumers Complain Online Customers may receive faster responses to tweets than to customers service calls Griping in public may help other consumers avoid the same problems Public complaints can improve the complainer’s leverage in solving a problem Sending a 140-character tweet is much easier than writing a complaint e-mail

27. Managing Negative News Online What smart businesses do: Recognize social networks as an important communication channel Become proactive and join the fun Monitor and embrace comments

28. Announcing Bad News to Employee and the Public When in a crisis, communicate it openly Explain the organization’s side of the story honestly and promptly Management may want to deliver bad news personally Organizations deliver bad news through multiple channels, print and digital

29. PERSUASSION A “symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice” (Richard M. Perloff)

30. Effective Persuasion Techniques Establishing credibility Making a reasonable, specific request Tying facts to benefits Recognizing the power of loss Expecting and overcoming resistance Sharing solutions and compromising

31. Persuade With AIDA Gaining Attention A Building Interest I Eliciting Desire D Motivate Action A

32. AIDA for Request, Claims, and Complaints Gain Attention Use the indirect strategy rather than blurting out the request immediately Begin with a problem description, unexpected statement, reader benefit, compliment, related facts, or stimulating question to grab attention

33. AIDA for Request, Claims, and Complaints Build Interest Convince that your request is reasonable Develop interest by using facts, statistics, examples, testimonials, and specific details Establish credibility by explaining your background and expertise Support your request by tying facts to direct benefits (increased profits, more efficient operations, better customer relations, saving money, returned favor) or indirect benefits (improving the community, giving back to the professions, helping the environment). In claims and complaints, be objective but prove the validity of your request.

34. AIDA for Request, Claims, and Complaints Elicit Desire and Reduce Resistance Anticipate objections to your request by using What if? Scenarios and provide compelling counterarguments. Demonstrate credibility and competence In claims and complaints, use a moderate, unemotional tone

35. AIDA for Request, Claims, and Complaints Motivate Action Make a precise request that spells out exactly what you want done Add a deadline date if necessary Repeat a key benefit, provide additional details, or offer an incentive. Express appreciation Be confident without seeming pushy

36. PERSUASIVE SALES MESSAGES IN PRINT & ONLINE

37. Creating Persuasive Sales Messages In Print and Online Prewrite: Analyze your product or service –What makes it special? –What central points should you emphasize? –How does it compare with the competition? Prewrite: Profile your audience –How will this product or service benefit your audience? –What do you want the audience to do? –Increase the response rate by targeting your audience through selected database mailing lists

38. AIDA for Persuasive Sales Messages In Print and Online Gain attention: Describe a product feature, present testimonials, make a starting statement, or show the reader in an action setting Offer something valuable, promise a significant result, or describe a product feature Suggest a solution to a problem, offer a relevant anecdote, use the receiver’s name, or mention a meaningful current event

39. AIDA for Persuasive Sales Messages In Print and Online Build Interest: Describe the product in terms of what it does for the reader: –show how the product or service saves or makes money, –reduces effort, –improves health, –produces pleasure, or –boosts status

40. AIDA for Persuasive Sales Messages In Print and Online Elicit Desire, Reduce Resistance Counter anticipated reluctance with attractive warranties, trial offers, free samples, money- back guarantees, or testimonials. Build credibility with results of performance test, polls, or awards If price is not a selling feature, describe it in small units, show it as savings, or tell how it compares favorably with the competition

41. AIDA for Persuasive Sales Messages In Print and Online Motivate action Close by repeating a central selling point and with clear instructions for easy action Prompt the reader to act immediately with a gift, incentive, limited offer, or deadline Put the strongest motivator in a postscript Make it easy to respond In e-mails, include an opportunity to opt out

42. EMAIL SALES MESSAGES

43. Writing Successful E-mail Sales Messages Craft a catchy subject line Keep the main information “above the fold” Make the messages short, conversational, and focused. Convey urgency Sprinkle testimonials throughout the copy Provide a means for opting out

44. PRESS RELEASE Announce the important information to the media, traditional or digital Such as: new products, management changes, new facilities, sponsorships, community projects, awards given or received, joint ventures, donation, or seminars and demonstrations.

45. Developing Persuasive Press Releases Open with an attention-getting lead or a summary of the important facts. Include answers to the five Ws and one H (Who, What, When, Where, Why, and How) in the article – but not all in the first sentence Appeal to the audience of the target media. Emphasize reader benefits written in the style of the focus publications or newscast Present the most important information early, followed by supporting information Insert intriguing and informative quotations of chief decisions makers to lend the news release credibility Make the document readable and visually appealing Look and sound credible – no typos, no imaginative spelling or punctuations, no factual errors

46. Task 1 Write an offering letter / quotation by email to me as your prospect customers Submit by email meidiahna@ciputra.ac.id By today, 15 Jan 2016, 9pm The ‘subject’ will also be evaluated After the subject, use bracket write down your name and NIM) “Subject” (Name & NIM)

47. Task 2 Write a negative message Informing your customer that his/her request can not be fulfilled due to certain problems Submit by email to meidiahna@ciputra.ac.id 16 Jan 2016, 9pmmeidiahna@ciputra.ac.id The ‘subject’ will also be evaluate After the subject, use bracket write down your name and NIM) “Subject” (Name & NIM)