1. 8 Positive Messages Business Communication: Process and Product, 8e
Mary Ellen Guffey and Dana Loewy
Instructor PowerPoint Library, 8e
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2. Learning Objective 1
Understand the channels through which typical positive messages travel in the digital era— s, memos, and business letters—and apply the 3-x-3 writing process.
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3. Positive Messages— Characteristics
Positive messages share the following traits: 1
Are routine and
straightforward 2
Help workers conduct everyday business
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Make up the bulk of workplace communication 4
Require solid writing skills

4. Positive Messages—Types1
Simple requests for information or action 2
Replies to customers 3
Explanations to coworkers
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Instructions 5
Direct claims and complaints

5. Channels Used for Positive Messages
Letters s
Memos
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Social media networks
Blogs
IM and text messages

6. Effective Positive Messages and the Writing Process
Phase 1:
Analysis, Anticipation, and Adaptation
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Do I really need to write this , memo, or letter?
Why am I writing?
How will the reader react?
What channel should I use?
How can I save my reader’s time?

7. Business Letters
Are still the preferred channel for external communication in certain situations
Go to suppliers, government agencies, vendors, and customers
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Encourage feedback
Project a favorable image of the organization
Promote future business

8. Business Letters Provide a permanent record Share ideas
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Negotiate agreements
Are confidential and formal
Answer vendor questions
Deliver contracts
Explain terms
Maintain customer relations

9. Effective Positive Messages and the Writing Process
Phase 2:
Research, Organization, and Drafting
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Collect information.
Choose the best organizational strategy.
Compose the first draft.
Group similar information together.
Keep your paragraphs short.

10. Effective Positive Messages and the Writing Process
Phase 3:
Revision, Proofreading, and Evaluation
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Is the message clear?
Is the message correct?
Did you plan for feedback?
Will this message achieve its purpose?

11. Learning Objective 2
Compose direct messages that make requests, respond to inquiries online and offline, and deliver step-by-step instructions.
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12. Creating Request Messages
Opening– main idea first:
Ask a question or issue a polite command (Please answer the following question).
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Avoid long explanations preceding the main idea.

13. Creating Request Messages
Body—provide details and explain your purpose:
Express questions in numbered or bulleted form.
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Use open-ended questions (What steps are necessary…?) instead of yes-or-no questions (Can she conclude her contractual obligation…?).
Suggest reader benefits, if possible.

14. Creating Request Messages
Closing—end with appreciation and a call for action:
State specifically, but courteously, what action is to be taken.
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Set an end date, if necessary. Provide a logical reason for the end date.

15. Creating Request Messages
Closing—end with appreciation and a call for action:
Avoid cliché endings (Thank you for your cooperation).
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Show appreciation, but use a fresh expression.
Make it easy for the receiver to respond.

16. “Before”—Ineffective
Request
To: Kim Johnson
From: Tim Rudolph
Subject: New Policy
This is written to inform you that I continue to receive disturbing reports about the misuse of 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 a basketball pool that turned into a gambling operation.
In view of the foregoing, I am herewith instructing your office that an 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 is for business only. Employees must be told that we reserve the right to monitor all messages. No pictures or attachments should be in the system without there being a valid reason. And we should not be using to be saying anything about personnel matters—such as performance reviews and salaries.
If you have any questions, do not hesitate to call.
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17. “After”—Improved Request E-Mail
To: Kim Johnson
From: Tim Rudolph
Subject: Developing Staff Policy
Please draft a policy outlining appropriate 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:
is for business use only.
messages may be monitored.
No pictures or attachments should be sent without a valid reason.
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.
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18. Responding to Requests
Subject Line
Identify the topic and any previous correspondence.
Use abbreviated style, omitting articles (a, an, the).
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19. Responding to Requests
Opening
Open directly.
Deliver the information the reader wants.
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When announcing good news, do so promptly.

20. Responding to Requests
Body
Explain the subject logically.
Use lists, tables, headings, boldface, italics, or other graphic devices to improve readability.
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Promote your products and your organization to customers.

21. Responding to Requests
Closing
Offer a concluding thought, perhaps referring to the information or action requested.
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Avoid cliché endings (If you have any other questions, don’t hesitate to call).
Be cordial.

22. Responding to Customers Online
Vocal individuals can start a firestorm of criticism or become powerful brand ambassadors championing certain products they love.
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Companies must adopt strategies that help them to decide when and in what ways to respond.
Decision trees and diagrams guide employees in responding to online prices.

23. Responding to Customers Online
Be positive
Be transparent
Be honest
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Be timely
Be helpful

24. Learning Objective 3
Prepare contemporary messages that make direct claims and voice complaints, including those posted online.
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25. Direct Claims and Complaints
Opening
Explain immediately what you want done.
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State the remedy briefly when it is obvious (Please credit my Visa account).
Explain your goal when the remedy is not obvious

26. Direct Claims and Complaints
Body
Explain the problem and justify your request.
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Provide details objectively and concisely.
Be organized and coherent. Don’t ramble.

27. Direct Claims and Complaints
Body
Avoid becoming angry or trying to fix blame.
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Include names and dates with previous actions.

28. Direct Claims and Complaints
Closing
End courteously with a tone that promotes goodwill.
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Request specific action, including end date, if appropriate.

29. Posting Complaints and Reviews Online1
Exhaust all other options for claims with the company before venting online. 2
Don’t express dissatisfaction just to let off steam.
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Think whether people you respect and prospective employers would approve. 4
Understand that businesses can sue individuals for negative online posts.

30. Learning Objective 3
Learning Objective 4
Prepare contemporary messages that make direct claims and voice complaints, including those posted online.
Create adjustment messages that salvage customers’ trust and promote further business.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

31. Adjustment Messages Opening
When approving a customer’s claim, announce the good news (adjustment) immediately.
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Avoid sounding grudging or reluctant.

32. Adjustment Messages Body Strive to win back the customer’s confidence.
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Explain what went wrong (if you know).

33. Adjustment Messages Body
Apologize if it seems appropriate, but be careful about admitting responsibility.
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Check with your boss or legal counsel first.

34. Adjustment Messages Body
Concentrate on explaining how diligently your organization works to avoid disappointing customers.
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Avoid negative language (trouble, regret, fault).

35. Adjustment Messages Body
Avoid blaming customers— even if they are at fault.
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Avoid blaming individuals or departments in your organization. It sounds unprofessional.

36. Adjustment Messages Closing Show appreciation that the customer wrote.
Consider expressing confidence that the problem has been resolved.
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Thank the customer for past business.
Refer to your desire to be of service.

37. Write special messages that convey kindness and goodwill.
Learning Objective 5
Write special messages that convey kindness and goodwill.
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38. The Five Ss of Goodwill Messages
Be selfless
Be specific
Be sincere
Be sponta-neous
Keep it short
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39. Saying Thank You
Written notes showing appreciation and expressing thanks are significant to their receivers.
Thank-you notes are typically short messages written on special notepaper or heavy card stock.
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Businesspeople build goodwill by thanking others gracefully.

40. Replying to Goodwill Messages
Send a brief note expressing your appreciation.
Tell how good the message made you feel.
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Accept praise gracefully. Don’t make belittling statements. (I’m not really all that good).

41. Is E-mail Appropriate for Goodwill Messages?
Depending on your relationship with the receiver, sending a goodwill message by is acceptable.
An may precede a phone call or a handwritten message.
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Handwritten notes are most impressive because they remain and can be savored. is quickly forgotten.

42. END
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