1. Lecture and Resource Slides BCOM 3e, Lehman & DuFrene © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Delivering Good- and Neutral- News Messages Chapter 6

2. Learning Objectives 1.Describe the deductive outline for good news and routine information, and its adaptations for specific situations and for international audiences. 2.Prepare messages that convey good news, including thank-you and appreciation messages. 3.Write messages presenting claims and requests and favorable responses to them. 4.Write message acknowledging customer orders, providing credit information, and extending credit. 5.Prepare procedural messages that ensure clear and consistent application.

3. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Direct Outline Used in Good- and Neutral-News Messages

4. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Advantages of the Deductive Outline Begins with an ___________ sentence Gets ________ by responding to the audience’s ______ to know Puts reader in a good frame of mind in order to be ________ to details Allows easy __________ through the details after the main idea is presented easy-to-write attention desire receptive movement

5. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Types of Good-News Messages Positive news messages Thank you and appreciation messages Apologies Routine claims Routine requests Order acknowledg- ments Credit information messages Messages extending credit

6. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 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

7. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Distinguishing Between Resale and Sales Promotion Resale — Discussion of goods and services already purchased Example: Remember that your 20- ounce stadium cups are dishwasher and microwave safe. Resale — Discussion of goods and services already purchased Example: Remember that your 20- ounce stadium cups are dishwasher and microwave safe. Sales promotion — Statements made about related merchandise or services Example: When your stadium cups order arrives, look for our new catalog so you can create a custom design for your baseball season. Sales promotion — Statements made about related merchandise or services Example: When your stadium cups order arrives, look for our new catalog so you can create a custom design for your baseball season.

8. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Requirements of the Equal Credit Opportunity Act Notify credit applicant of credit decision within 30 days of request Disclose terms of credit agreement Disclose reasons for refusal if credit is denied Provide name and contact information of the consumer reporting agency if their information influenced the credit decision

9. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Extending Credit: Write Deductively Open with _____ extension and ________ information Indicate basis for credit extension and explain _____ Outline credit _______ Communicate genuine desire to build ________ __________ credit shipment terms policies business relationship

10. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Guidelines for Procedural Messages Begin each numbered step with action statement Place each step on a separate line for easy reading Consider preparing flow chart Follow your own instructions Ask someone else to follow instructions