1. Preparing Good- and Neutral-News Messages
BCOM Chapter 06
Chapter 6 Lecture Slides
Preparing Good- and Neutral-News Messages
Business Communication, 15e
Lehman and DuFrene

2. © 2009 Cengage Learning. All rights reserved.
BCOM Chapter 06
Learning Objective 1
Describe the deductive outline for good news and routine information and its adaptations for specific situations and for international audiences. 1
© 2009 Cengage Learning. All rights reserved.

3. Advantages of the Deductive Outline
BCOM Chapter 06
Advantages of the Deductive Outline
Begins with an ____________ sentence
Gets __________ by responding to audience’s ______ to know
Puts reader in good frame of mind in order to be _________ to details
Allows easy ___________ through the details after main idea is presented
easy-to-write
attention
desire
receptive
Begins with an easy-to-write sentence
Gets attention by responding to audience’s desire to know
Puts reader in good frame of mind in order to be receptive to details
Allows easy movement through the details after main idea is presented
movement 1
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4. Direct Outline Used in Good-News Messages1
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5. Types of Good-News Messages
BCOM Chapter 06
Types of Good-News Messages
Positive news messages
Thank you and appreciation messages
Apologies
Routine claims
Routine requests
Order acknowledgments
Credit information messages
Messages extending credit 1
© 2009 Cengage Learning. All rights reserved.

6. © 2009 Cengage Learning. All rights reserved.
BCOM Chapter 06
Learning Objective 2
Prepare messages that convey good news, including thank-you and appreciation messages. 2
© 2009 Cengage Learning. All rights reserved.

7. Benefits of Written Appreciation Messages
BCOM Chapter 06
Benefits of Written Appreciation Messages
Provides sincere thoughts because few people take time to write
Provides tangible evidence that can be used to support a performance evaluation
May be treasured over the years 2
© 2009 Cengage Learning. All rights reserved.

8. Using Written Appreciation Messages Appropriately
BCOM Chapter 06
Using Written Appreciation Messages Appropriately
Convey a genuine tone
Send promptly — within 2 or 3 days
Make specific comments about outstanding qualities or performance
Consider sending copy to reader’s employer or writing employer with copy sent to employee 2
© 2009 Cengage Learning. All rights reserved.

9. Making the Most of Appreciation Messages
BCOM Chapter 06
Making the Most of Appreciation Messages
Say “thank you” in a timely manner
Avoid exaggerated language that is not believable
Make specific comments for what you are thankful 2
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10. Appreciation Message: Why It Works
BCOM Chapter 06
Appreciation Message: Why It Works
Analysis
Appreciation for Outstanding Work
Shaz,
Completing the ropes course at Camp Horizon was a memorable and life-changing experience for every member of our office staff.
Your facilitators were masterful in allowing our teams to take risks while ensuring their safety. The course provided a diverse series of activities that enabled each staff member to participate, regardless of our physical limitations. It was interesting for us to identify the real leaders in our office.
In the words of one colleague, “The ropes course has shown me I can do more than I have come to expect of myself.” Thank you for helping us see our potential.
Extends appreciation
Gives evidence of activity’s worth without exaggeration or mechanical language
Restates appreciation by assuring reader of benefits gained 2

11. © 2009 Cengage Learning. All rights reserved.
BCOM Chapter 06
Learning Objective 3
Write messages presenting routine claims and requests and favorable responses to them. 3
© 2009 Cengage Learning. All rights reserved.

12. Request for Adjustment
Claim Messages
Request for Adjustment
Business communicators ask for something they think they are entitled to: refunds, replacements, exchange or payment for damages 3
© 2009 Cengage Learning. All rights reserved.

13. Opportunity for Brief Sales Message
BCOM Chapter 06
Claim Messages
Opportunity for Brief Sales Message
Resale:
The discussion of goods and services already bought.
Sales Promotion:
Statements made about related merchandise or service. 3
© 2009 Cengage Learning. All rights reserved.

14. © 2009 Cengage Learning. All rights reserved.
BCOM Chapter 06
Claim Messages
Routine claims:
Deductive Approach
Assume that a request will be granted quickly and willingly, without persuasion.
Persuasive claims: Inductive Approach
Assume that a request will be granted only after explanations
and persuasive arguments have been presented. 3
© 2009 Cengage Learning. All rights reserved.

15. Create Personal and Appealing Form Letters
BCOM Chapter 06
Create Personal and Appealing Form Letters
Add variables to tailor the message to the individual.
Use personalized envelopes instead of mass-produced mailing labels.
Be sure to spell names correctly.
Produce a higher-quality document by using a good grade of paper and high-quality printer. 3
© 2009 Cengage Learning. All rights reserved.

16. © 2009 Cengage Learning. All rights reserved.
BCOM Chapter 06
Learning Objective 4
Write messages acknowledging customer orders, providing credit information, and extending credit. 4
© 2009 Cengage Learning. All rights reserved.

17. Requirements of the Equal Credit Opportunity Act
BCOM Chapter 06
Requirements of the Equal Credit Opportunity Act
Must notify credit applicant of credit decision within 30 days of receipt of request
Must disclose terms of credit agreement
Must disclose reasons for refusal if denied credit
Must disclose name and contact information of any consumer reporting agency 4
© 2009 Cengage Learning. All rights reserved.

18. Extending Credit: Write Deductively
BCOM Chapter 06
Extending Credit: Write Deductively
Open with credit extension and shipment information
Indicate basis for credit extension and explain terms
Outline credit policies
Communicate genuine desire to build business relationship
Open with credit extension and shipment information
Indicate basis for credit extension and explain terms
Outline credit policies
Communicate genuine desire to build business relationship 4
© 2009 Cengage Learning. All rights reserved.

19. © 2009 Cengage Learning. All rights reserved.
BCOM Chapter 06
Learning Objective 5
Prepare procedural messages that ensure clear and consistent application. 5
© 2009 Cengage Learning. All rights reserved.

20. Guidelines for Procedural Messages
BCOM Chapter 06
Guidelines for Procedural Messages
Begin each numbered step with action statement
Place each step on separate line for easy reading
Consider preparing flow chart
Follow your own instructions
Ask someone else to follow instructions 5
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21. Procedural Message: Why It Works
BCOM Chapter 06
Procedural Message: Why It Works
Procedures for Requesting Computer Service
Access and click the Service option.
Provide the information requested. Be certain to complete the required items denoted with asterisks.
Check your for a service order confirmation, typically within 24 hours.
Complete normal shut-down procedures when leaving your computer station. Although the service work will be performed after hours, technicians will start your computer using their personal login procedures.
Check your for a service completion notice, and message us if the work was not completed to your satisfaction.
Analysis
Provides descriptive title that clearly identifies procedures.
Enumerates to direct attention to each sequenced step; begins each item with an action verb for clarity
Includes date of last revision for currency. 5 21