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Department of Management Sciences
Business Communication
Fall 2011
Workshop on
Good-News Messages
Organize Your MessageOrganize your material before writing you first draft
can prevent rambling and unclear message.
Basic Organization Plans• Direct (Deductive) Approach– Use the direct approach when the audience is receptive to
your message.• Indirect (Inductive) Approach– When you expect resistance to your message, choose the
indirect approach, such as in a bad-news message or a persuasive request.
Direct (Deductive) Organizational Plan
Direct-Request Plan1. Main idea
a. Request, main statement, assertion, recommendation, questionb. Reasons, if desirable
2. Explanationa. All necessary and desirable details and datab. Numbered questions, if helpfulc. Easy reading devices
3. Courteous close, with motivation to actiona. Clear statement of action desired (CSAD)b. Easy action, dated when desirable (EA)c. Appreciation and goodwill
Opening Paragraph1. Choose an opening appropriate for the message purpose and for
the reader.a. Main idea or good-news first for direct-request, neutral, and good-
news messagesb. Buffer first for bad-news messagesc. Attention-getting statements first for persuasive requests
2. Make the opening considerate, courteous, concise, clear.a. Get reader into openingb. Keep first paragraph relatively shortc. Focus on the positived. Use courteous, conversational languagee. Avoid unnecessary repetition
3. Check for completeness regarding:a. Sentence structureb. Date of letter you are answering….
Closing Paragraph1. Make your action request clear and complete with the five W’s and
the Ha. What and who: clearly state what action you desire and who should
do it.b. How and where: make action easy.c. When: date the action, if desirabled. Why: show reader benefit, if possible
2. End on a positive , courteous thought.a. Include any apologies and negatives before the last paragraph.b. Be friendly.c. Show appreciationd. Occasionally add a personal note.
3. Keep the last paragraph concise and correct.a. Avoid trite expressionsb. Omit discussion of trivial details.c. Use relatively short and complete sentence
Some Good ExamplesMain idea or Good-News subject first
Request: so that your CD funds which have matured, can be transferred to your IRA account as you have requested, please return to us the following:
Good News: Enclosed is a cash refund for the defective wristwatch that you sent to us recently.
Announcement: As a representative of ABC company, you are invited to attend a free seminar on Global Management issues in International Marketplace to be held in the ……….on …… The purpose of the seminar is ….
BufferBecause of the large number of applications we received for our ABC
program, we have had to turn away many requests. We obviously underestimated the interest in our current program. A new program is already being planned, and we will send you the information as soon as it’s available.
Some Good ExamplesAttention-Getting Statement
Did you know that up to half of all lower back pain is caused by sleeping on a too-soft mattress? In addition, back pain due to other causes can be made worse by sleeping on poor mattress. We remedy that. ……..
CompletenessPoor: as per your recent letter, we have shipped your order today by
Federal Express. Improved: Three bolts of Thai silk, which you ordered on July 6, 2008,
were shipped to you today by DHL.Vague: I look forward to hearing from you regarding this matter.Better: So that we can make appropriate arrangements for your visit,
please call me at 0300-963-92-55 before Saturday, November 20, anytime between 11 a.m. to 3 p.m.
Some Good ExamplesPositive, courteous end
Negative: We’re sorry we can’t be more encouraging at this time.
Positive: We wish you success in your search for a position.Poor: Send us your check tomorrow.Improved: To keep your credit in good standing, please send
us your check for Rs. 15,000/- tomorrow.Poor: Again we thank you for your inquiry. Enclosed you will
find a self-addressed, stamped envelop. Hoping to hear from you soon about your preference….
Concise: Please fill out this form and return it in the enclosed envelop by the next Sunday.
Good-News (and Neutral): General Plan
1. Best news or main idea2. Explanation
1. All necessary details2. Resale material3. Educational material4. Sales promotions
3. Positive, friendly ending1. Appreciation2. CSAD3. EA and motivation4. Willingness to help further5. DA6. RB
Answering Inquiries for Information about Individuals
Letters of Recommendations1. Best news or main idea
1. Applicant’s full name and relationship to you, or how you know applicant --- job(s) held, tenant, customer, club member, etc.
2. Reason for writing (by request)2. Explanation
1. Answers to questions --- direct or implied2. Best psychological order for four-fold responsibility
1. Applicant2. Person considering applicant3. Your conscience4. Civil rights laws
3. Specific facts about1. Applicant’s job, duties, conduct2. Applicant’s work or other habits3. Applicant’s personality , etc
4. Honesty and judgment about negatives5. Caution on legal aspects6. Confidentiality7. Offer, phone call
Answering Inquiries for Information about Individuals
Letters of Recommendations
3. Courteous close1. Candid statement of your personal opinion
about applicant’s probable fitness for whatever he or she is being considered
2. Positive (not negative) attributes at the end
Seller at Fault
1. Best news1. Whatever will please your buyer most2. Courtesy
2. Explanation1. Brief resale with tactful explanation of error (if desirable2. Instructions for buyer action, if needed3. Concrete resale on firm, services, or goods, if desirable4. Cautions5. Sales promotions on replacement of return item(s) or on allied
goods3. Courteous close
1. Suggested action and expectations of future pleasant use of goods and services
2. EA3. Positive ides: help4. RB
Buyer or Another at Fault
1. Best news1. Same as previous
Get-in-step-with-reader, courteous comment and concern
2. Explanation1. Brief resale with tactful explanation of error, showing seller not at
fault2. Concreter resale on firm, services, or goods, if desirable3. Cautions4. Sales promotion on replacement of returned item(s) or on allied
goods3. Courteous close
1. Suggested action and expectations of future pleasant use of goods and services
2. EA3. Positive ides: help4. RB
Approving Credit1. Best news
1. Credit approval (if no purchase)2. Shipment (if goods ordered)
1. Description2. Quantity3. Prices, cost4. Method, charges
3. Courtesy2. Explanation
1. Basis for credit; compliment2. Credit terms; payment, discounts, limits3. Resale on service
1. Consumer: parking, shopping services, departments, conveniences, deliveries, price benefits
2. Intermediary: warehouses, discounts, selling aids, advertising, guarantees, repairs, deliveries
4. Resale on product choices5. Sales promotion
Approving Credit
3. Courteous close1. Expectation of pleasant service and
orders (not greedy)2. Suggest action3. EA4. RB5. Courtesy; suggestion of further help, if
pertinent
Acknowledging First Orders1. Best news
1. Shipment detailsDescriptionQuantityPrices, costsMethod, charges
2. Thanks for remittance and / or order2. Explanation
1. For credit customerBasis for credit --- complimentCredit terms; payments, discounts, limits
2. For cash or creditResale on services Resale on products ordered; highlights on special feature --- adapted to buyer
3. For cash customerPerhaps credit application from enclosed, with invitation to return it for consideration
Acknowledging First Orders
3. Courteous close1. Expectation of pleasant service and
orders (not greedy)2. Suggested action3. EA4. RB5. Courtesy, suggestion of further help, if
pertinent
Granting Favors
1. Best news1. Acceptance of favor2. Courtesy
2. Explanation1. Pertinent comments, and details regarding
favor --- what is being or will be done, etc.2. Questions, if necessary, pertaining to favor
3. Courteous close1. Cordial, pertinent comment; perhaps a
forward look, good wish, compliment, or request
Announcements
1. Best news; main idea1. When appropriate
Five W’s (all or most); reader in first and all other paragraphs
2. Statement of pleasure, compliment, congratulations3. Admission of errors, with good news
2. Explanation1. Details to emphasize, reader benefits, if possibleIn admission of error2. Explanation, apology, emphasis on sincere desire to
serve well3. Resale on firm, products, or services, as appropriate
Announcements
3. Courteous close2. CSAD3. EA4. DA5. RF6. courtesy
Transmittals1. Best news; main idea
1. Transmittal of specific item(s)2. A concise reason3. Courtesy
2. Explanation, if needed1. Comments2. Instructions
3. Courteous Close1. CSAD2. EA3. DA4. Offer of further help or other items or RB about items
transmitted
Good Luck
