Writing Routine and

Positive Messages

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 1

 The Three-Step Process

Planning Writing Completing

Analyze Situation Adapt to Revise

the Audience
Gather Information Produce

Select Medium Proofread

Compose
Get Organized the Message Distribute
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 2
 Routine Requests
Direct Approach

State the
State the Request
Request

Routine Willing
Business
Support the
Support the Request
Request Audience

Close the
Close the Message
Message

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 3

 State the Request

Use
Use the
the Right
Right Tone
Tone

Assume
Assume Compliance
Compliance

Be
Be Specific
Specific

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 4

 Support the Request

Explain the
Explain the Request
Request

Propose Benefits
Propose Benefits

Ask Questions
Ask Questions

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 5

 Close the Message
Specific Request

Contact Information

Appreciation and
Goodwill
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 6
 Common Requests

Information and Action

Recommendations

Claims or Adjustments
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 7
 Information and Action
Adapt to Adapt to
Situation
Straightforward Style Audience

State the Request

Support the Request

Offer Reader Benefits

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 8

 Recommendations

The
The Direct
Direct Approach
Approach

Make
Make the
the Establish
Establish Express
Express
Request
Request Rapport
Rapport Appreciation
Appreciation

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 9

 Claims and Adjustments
Expect a Fair Adjustment

Problem
ProblemStatement
Remain Positive

Be Professional
Statement

Explanation
Explanationand
andVerification
Verification

Specific
SpecificActions
Actionsor
orSolutions
Solutions

Document Correspondence
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 10
 Routine Replies
and Positive Messages
Overall Goals

Responses Announcements Goodwill

Offer Answer Provide Make an

Information Questions Details Impression

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 11

 Routine-Message Strategy

The Message

Relevant
Relevant Cordial
Cordial
Main Idea
Main Idea
Details
Details Close
Close

Receptive Audience

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 12

 Common Routine Replies
and Positive Messages
Information and Action Claims and Adjustments

Recommendations Informative Messages

Good-News
Goodwill Messages
Announcements
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 13
 Information and Action

Promptness

Graciousness

Thoroughness
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 14
 Claims and Adjustments

The Company?

Who Is At Fault? The Customer?

A Third Party?
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 15
 Company Is At Fault
• Acknowledge the claim or complaint
• Take responsibility for the outcome
• Sympathize with the customer
• Explain your plan of action
• Work to repair the relationship
• Follow up on your response
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 16
 Customer Is At Fault

Refuse the
Refuse the Claim
Claim Grant the
Grant the Claim
Claim

Cost of
Cost of Adjustment
Adjustment Discourage Mistakes
Discourage Mistakes

Cost of
Cost of Lost
Lost Business
Business Maintain the
Maintain the Customer
Customer

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 17

Third Party Is At Fault

Evaluate
Evaluate Situation
Situation

Offer
Offer Solutions
Solutions

Avoid
Avoid Blame
Blame Game
Game
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 18
 Recommendations
Candidate’s Name Position or Objective

Nature of Relationship Why You Are Writing

Relevant Evidence Overall Evaluation

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 19

Informative Messages
Notices Policies

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 20

Good-News Announcements

Direct Approach

Employment News
Offers Releases

Careful Legal Relevant Public

Planning Issues Information Relations

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 21

 Effective News Releases
Pick Newsworthy Events

Focus On One Subject

Stress Important Ideas

Keep Statements Brief

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 22
 Effective News Releases
Minimize Verbal Clutter

Focus On Specifics

Exercise Restraint

Follow Industry Practices

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 23
 Goodwill Messages
Congratulations Appreciation Condolences

Business
Business Create
Create Express
ExpressCaring
Caring
Achievements
Achievements Good
GoodFeelings
Feelings

Promote
PromoteFurther
Further
Personal
PersonalHighlights
Highlights Convey
ConveySympathy
Sympathy
Excellence
Excellence

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 24

 Writing Routine and
Positive Messages

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 25