Copyright 2010 Pearson Education International Chapter 8 - 1

Writing Routine and

Positive Messages
Copyright 2010 Pearson Education International Chapter 8 - 2
Learning Objectives
Apply the three-step writing process to
routine and positive messages
Outline an effective strategy for writing
routine requests
Explain how to ask for specific action in a
courteous manner
Copyright 2010 Pearson Education International Chapter 8 - 3
Learning Objectives
Describe a strategy for writing routine replies
and positive messages
Discuss the importance of knowing who is
responsible when granting claims and
requests for adjustment
Discuss the value of goodwill messages and
explain how to make them effective
Copyright 2010 Pearson Education International Chapter 8 - 4
The Three-Step Process
Writing Completing Planning
Analyze Situation
Gather Information
Select Medium
Get Organized
Revise
Produce Message
Proofread Message
Distribute Message
Adapt to
the Audience
Compose
the Message
Copyright 2010 Pearson Education International Chapter 8 - 5
Routine Requests
The direct approach
State the request
Support the request
Close the message
Copyright 2010 Pearson Education International Chapter 8 - 6
State the Request
Use the right tone
Assume compliance
Be specific
Copyright 2010 Pearson Education International Chapter 8 - 7
Support the Request
Explain the request
Propose benefits
Ask questions
Copyright 2010 Pearson Education International Chapter 8 - 8
Close the Message
Specific request
Contact information
Appreciation and goodwill
Copyright 2010 Pearson Education International Chapter 8 - 9
Common Requests
Information and action
Recommendations
Claims and adjustments
Copyright 2010 Pearson Education International Chapter 8 - 10
Information and Action
Adapt to audience and situation
State the request
Support the request
Offer reader benefits
Copyright 2010 Pearson Education International Chapter 8 - 11
Recommendations
The direct approach
Make the request
Establish rapport
Express appreciation
Copyright 2010 Pearson Education International Chapter 8 - 12
Claims and Adjustments
State the problem
Explain the problem
Provide verification
Propose actions and solutions
Copyright 2010 Pearson Education International Chapter 8 - 13
Routine Replies
and Positive Messages
Overall goals
Communicate information
Answer all questions
Provide required details
Make a good impression
Copyright 2010 Pearson Education International Chapter 8 - 14
Routine-Message Strategy
Main idea
Relevant details
Cordial close
Copyright 2010 Pearson Education International Chapter 8 - 15
Common Routine Replies
and Positive Messages
Information and action
Claims and adjustments
Recommendations
Informative messages
Good-news announcements
Goodwill messages
Copyright 2010 Pearson Education International Chapter 8 - 16
Information and Action
Promptness
Graciousness
Thoroughness
Copyright 2010 Pearson Education International Chapter 8 - 17
Claims and Adjustments
Who is at fault?
The company
The customer
A third party
Copyright 2010 Pearson Education International Chapter 8 - 18
Company Is at Fault
Acknowledge 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 International Chapter 8 - 19
Customer Is at Fault
Refuse the claim
Cost of adjustment
Cost of lost business
Grant the claim
Discourage mistakes
Maintain the customer
Copyright 2010 Pearson Education International Chapter 8 - 20
Third-Party Is a Fault
Evaluate situation
Offer solutions
Avoid blame game
Copyright 2010 Pearson Education International Chapter 8 - 21
Recommendations
Candidates full name
Position or objective
Nature of your relationship
What prompted you to write
Relevant facts and evidence
Overall evaluation
Copyright 2010 Pearson Education International Chapter 8 - 22
Informative Messages
Reminder notices
Policy statements
Copyright 2010 Pearson Education International Chapter 8 - 23
Good-News Announcements
Direct approach
Employment offers
News releases
Copyright 2010 Pearson Education International Chapter 8 - 24
Effective News Releases
Pick newsworthy events
Focus on one subject
Stress important ideas
Keep statements brief
Copyright 2010 Pearson Education International Chapter 8 - 25
Effective News Releases
Minimize verbal clutter
Focus on specifics
Exercise restraint
Follow industry practices
Copyright 2010 Pearson Education International Chapter 8 - 26
Goodwill Messages
Congratulations
Business and personal occasions
Appreciation
Good feelings and performance
Condolences
Caring and sympathy