Download presentation
Presentation is loading. Please wait.
1
businesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesign businesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesign businesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesig Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
2
9 Direct & Indirect Communication Strategies Chapter
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. businesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesign businesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesign businesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesignbusinesscommunicationdesig Chapter 9 Direct & Indirect Communication Strategies Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
3
Why Two Strategies? Lets writer focus on audience and purpose
Direct strategy Message begins with main idea When message will please audience Indirect strategy Explanation precedes main idea When message may displease audience Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
4
Direct Strategy Use for positive or neutral information
State the main idea immediately Positive Congratulations. Your promotion has been approved by the Human Resources Department. Please contact Linda Garcia (6788) for your office assignment and other details. Welcome aboard! Neutral Starting March 1, please enter all UPS pickup requests on Form 488. This form will allow our shipping department to plan budgets in greater detail and with greater accuracy Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
5
Components of Direct Messages
Main idea Positive Neutral The filing cabinet you ordered is on its way. May is open enrollment month. Justification, explanation, details Your order, shipped 03/14 by FedEx, should arrive in 5 days. You can change your health care coverage at the benefits office. Courtesy close Thank you for your order. To learn more, call x5555. A benefits agent will assist you. Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
6
Gentleness Understanding
Direct, Not Rude Write concisely Be polite; use empathy Use positive words Stress audience benefits Gentleness Understanding Honesty Clarity Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
7
Types of Direct Messages (1 of 5)
Requests for information or action Begin with the request Next, explain purpose of request Add a courtesy close, including-- Response deadline Contact information Goodwill statement Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
8
Types of Direct Messages (2 of 5)
Claims and positive adjustments Begin with claim in positive language Then support or explain it, including any documentation In goodwill close— Ask for response by specific date Show that you expect favorable outcome Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
9
Types of Direct Messages (3 of 5)
Directives and policy statements Begin with organizational changes Explain changes and reader benefits End on a positive note Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
10
Types of Direct Messages (4 of 5)
Goodwill and social messages Recognize efforts people have made on behalf of company Mention main purpose Give details about purpose or event Keep focus on audience Reassure readers of continued respect Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
11
Types of Direct Messages (5 of 5)
Negative (bad news) messages when-- You know audience well Audience prefers things “up front” Indirect strategy might cause audience to miss the bad news Bad news won’t harm the goodwill between writer and reader Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
12
Indirect Strategy (3 of 3)
Use to deny a request Use when message may make reader uncomfortable or angry Explain bad news before delivering it Reader more likely to retain goodwill for your company Use for persuasive messages Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
13
Components of Negative Indirect Messages (1 of 2)
Buffer – positive or neutral statements at beginning of message Good news, points of agreement Statements of appreciation, cooperation Reasons – facts, policies, and reader benefits Explains refusal fully Clarifies with details Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
14
Components of Negative Indirect Messages (2 of 2)
Bad news – implied or stated briefly Positive words to reduce harshness Embedded in paragraph or sentence to minimize Positive close – goodwill statement that may offer alternatives Refers to good relationship with audience in future Chance for resale (repeat business) Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
15
Problems with Negative Indirect Messages
Should I apologize? Should I anticipate problems? Should I encourage questions and further communication on subject? Other problems Sounding unsure or selfish Placing blame Using fillers Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
16
Should I Apologize? Generally, no; don’t apologize Do apologize when—
Apology admits liability Admission may lead to more problems Do apologize when— Superior tells you to Company policy dictates apology under the circumstances Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
17
Should I Anticipate Problems?
No, when clients complain, don’t point out other problems they can expect Implies that current problem is bigger than client’s complaint Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
18
Should I Encourage Further Communication?
No, don’t invite questions or comments from audience Instead, do this: Explain situation fully Reassure receiver that request was considered carefully Cite reader benefits to show that response is in reader’s best interest Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
19
Other Problems Avoid sounding unsure Avoid sounding selfish
Research before drafting message Avoid sounding selfish Focus on how readers benefit Omit how company alone benefits Never blame an employee or policy Use active, concrete language—no fillers Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
20
Types of Indirect Messages (1 of 2)
Refusals/denials (most common) Use positive language Give full explanations Cite reader benefits Collections Focus on collecting what belongs to you Use positive language in early letters, neutral language later Don’t accuse reader of negligence Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
21
Types of Indirect Messages (2 of 2)
Social refusals Focus on honor you feel at being invited to speak, attend Provide details in the invitation to show you paid attention to it Full name of inviting organization Date and topic of event Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
22
Types of Persuasive Indirect Messages (1 of ?)
Sales messages Study target audience Adapt message to their needs, interests Policy and procedure changes Focus on reader benefits to increase their support Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
23
Types of Persuasive Indirect Messages (2 of 2)
Fund-raising messages Must be carefully crafted and offer clear incentives Reader benefits often intangible Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
24
Persuasive Message Goals
Attention Interest Desire Action Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
25
Goals of Persuasive Indirect Messages (1 of 2)
Gain attention Get readers’ attention; entice them to listen to the rest Would you like to make $1,000 a month from the comfort of your home? Arouse interest Keep readers’ attention What would you do with an extra $1,000? Take a trip? Buy a new computer? Go on a wild shopping spree? Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
26
Goals of Persuasive Indirect Messages (2 of 2)
Arouse desire Plant sense of need in the audience; relate to reader benefits Think about it. You could pay off your bills and plan to retire with-out leaving the house. Push for action Tell audience what to do to gain benefits mentioned earlier Just call our toll-free number now to get started on your new career surfing the Web. Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
27
Sample Letters Online At the 4hb Web site, skim 5 sample letters (591 listed) Look for types described in slideshow: Requests Claims Social Refusals Collections Etc. Analyze samples using information on slides List 4 similarities and 4 differences Compare your lists with class colleagues’ Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
28
Pushbutton Sales Letters
Visit Marketing that Roars Scan letter introducing the product, Sales Letter Template Does letter achieve goals? How? Grab attention Arouse interest Create desire Push for action What’s your impression of template? Would the author of Ch. 9 like it? Why? Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Similar presentations
