communication strategies for good news messages

7/30/2019 Communication strategies for good news messages

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Thank-you messages

Congratulatory messages

Inquiries and replies Requests and responses

Orders and acknowledgments

Routine claims and adjustments


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The CBO (Communication-by-Objectives)Approach

Plan a message.

Compose a draft.

Complete a message.


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Identify the objective.

Visualize the audience. Gather supporting information.

Organize the information.


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Why are you creating the message?

To persuade?

To inform?

To inquire?

The whyof the good

or neutral newsmessage is the news.


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Answer these questions to help visualize your audience: Who is my target audience? What characteristics do I know or what can I

learn about my target audience that will help meprepare the message?

When will the audience receive the message? Where will the audience members be when they

receive the message?

Why will the audience be interested in themessage?

How can I learn more about my target audience?


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Written MessageForms

E-mail

Memorandum Letter


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Generate ideas Brainstorming

Nonstop writing

Bubble writing

Select ideas


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Prepare an outline using the goodnews strategy.

The good news strategy is basedon the direct pattern. Message objective

Supporting information Closing information


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I. Good, Neutral, or Routine News Good or neutral news

II. General Information Supporting I Adequate details or descriptionsA. Specific Information Supporting II

1. Details supporting IIA

2. Details supporting IIA

B. Specific Information Supporting II

III. Friendly Ending Friendly ending

DIRECT PATTERN GOOD NEWS STRATEGY


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Choose words.

Construct sentences.

Assemble paragraphs. Choose paragraph locations.


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State the good or neutral news. Place the good news at the beginning. Avoid trite expressions. Check for the seven Cs of effective messages.

Provide adequate details or descriptions. Give enough details to ensure clarity. Include ideas that are helpful to the receiver. Present information that will promote sales.

End pleasantly. Conclude with a positive statement. When possible, give the receiver an opportunity to take

action.


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Proofread.

Edit.

Revise.

Finalize.


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Begin with the good news.

Offer extra details.

End with emphasis on the receiver.


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Offer extra details.

This years Walk in the Parkraised $47,530 for thepreservation and renovation fund.


Julie, you are a great volunteer; I look forward to workingwith you next year.

Begin with the good news.

Thank you for volunteering during Walk in the Park, theannual fundraiser for the Hampton Historical Society.


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Begin by offering congratulations for aspecific accomplishment.

Provide extra details that clearly showyour sincerity.



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Provide extra details that clearly show your sincerity.

You will be an excellent team supervisor.


Jacqueline, please plan to attend the monthly supervisorsmeeting on October 14. A copy of the agenda is attached.

Offer congratulations for aspecific accomplishment.

Congratulations on your recent promotion.


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Begin with a specific question or directstatement.

Include adequate details and additionalquestions.

End with clear directions for the

receiver.


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Include adequate details and additional questions.

Where will the training class be held?

End with clear directions for the receiver.

Please reply to this e-mail by Thursday, June 11.

Begin with a specific question or direct statement.

How should I prepare for the computer training classscheduled for June 18?


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State the good news by answeringquestions and emphasizing the you

attitude. Include any additional pertinentinformation.

End with a goodwill statement.


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Include any additional pertinent information.Your computer training class will be held in the computerlab on the second floor of the training center. The roomnumber is E211.

End with a goodwill statement.Jordan, based on the feedback of previous participants,you will enjoy learning how the new system applies toyour job.

Answer questions, and emphasize the youattitude.

You do not need to prepare for your June 18 computertraining class.


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State the major request in the firstsentence.

Make the request clear with additionaldetails.

End courteously, and close with the

action you expect the receiver to take.


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Make the request clear with additional details.

Include employees full names and the dates they startedworking for MCM Industries.

Close with the action you expect the receiver to take.

Please send the list via e-mail by Monday, December 8.

State the major request in the first sentence.

Marcus, please send me the list of all employees who willreceive service awards next year.


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Provide the answer to the request in asubject line and/or the first line of the

message. Include any additional pertinent

information in the second paragraph.

End with a goodwill statement, andrequest action from the receiver.


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Include any additional pertinent information.Please note that two of the employees who are receivingawards for 20 years of service have breaks in their yearsof service.

End with a goodwill statement, and request action.Evan, thank you for coordinating the service awardprogram. Let me know if you need any additionalinformation.

Provide the answer to the request in the first line.

The list of employees who will receive service awardsnext year is attached.


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Use direct language in the firstsentence.

Give complete details. Include payment information andshipping instructions. Indicate when

you expect to receive the deliveredgoods.


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Give complete details.Item No. Description Quantity Unit Price TotalSSP2077 Ergo desk chair 3 $299.00

$897.00

Include information about payment, shipment, and delivery.

Please charge my account and ship the chairs to theabove address. I will expect delivery on February 16.

Use direct language in the first sentence.

Please ship the three chairs described below to my office.


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Indicate that the product was sent or thatthe service was approved. State when the

buyer should receive the merchandise ormay begin using the service.

Describe quality features of the product orservice. You may also describe another

closely related product or service. Encourage future orders.


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Describe quality features of the product.Thank you for ordering Ergo desk chairs. You might beinterested in the matching visitor chairs featured on page34 of our catalog.

Encourage future orders.For your convenience, you can order any of our productsby telephone or fax. Online ordering is also available atour web site.

Indicate that the product was sent and when it should arrive.Your order of three Ergo desk chairs left our factory on

January 30. You should receive the chairs before February16.


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Begin with a specific problemstatement, and request an adjustment.

Give a complete and concisedescription of the claim, including allessential facts.

End courteously with a suggestion forprompt action.


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Give a complete and concise description of the claim.For your convenience, I have attached a copy of the addescribing the bonus CD and the packing list thataccompanied my order.

End courteously with a suggestion for prompt action.

I am looking forward to receiving the bonus CD earlynext week.

Begin with a problem statement, and request an adjustment.

The free bonus CD was missing from my recent order.Please send the CD immediately, at no charge to me.


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Grant the request in a subject lineand/or in the first sentence.

Provide the necessary details about theadjustment.

End with a cordial, open invitation for

future business.


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Provide the necessary details about the adjustment.

You will not be charged for the shipping.

End with a cordial, open invitation for future business.

Your business is important to us. Please use the enclosedcoupon for $10 off your next purchase.

Grant request in a subject line and/or in the first sentence.

We have shipped your bonus CD. You should receive theCD on Friday, May 12.


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Explain how the bad news strategy workswithin the CBO approach.

Analyze bad news messages to verify that

they reflect the seven Cs of effectivemessages, acceptable message formats,and the bad news strategy.

Apply the CBO approach and the bad news

strategy to write bad news messages.


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Begin with a neutral or pleasantstatement that relates to thereceiver.

Explain the reason(s) for the refusal. State or imply the refusal. Offer an alternate solution or action

(if possible).

End with a positive, friendlystatement.


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Request refusals

Adjustment refusals

Credit refusals Order refusals


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Plan a message. Compose a draft.

Complete a message.


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Visualize the audience.

Gather supporting information.

Organize the information.


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Written MessageForms

E-mail

Memorandum

Letter


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The bad news strategy is based on the indirectpattern.

OpeningExplanation

Message objective

Additional information

Closing


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Opening Begin with a neutral or pleasant statement that relates to

the receiver.

Explanation Explain the reason(s) for the refusal.

Message Objective State or imply the refusal.

Additional Information Offer an alternate solution or action (if possible).

Closing End with a positive, friendly statement.

INDIRECT PATTERN BAD NEWS STRATEGY


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Choose words. Construct sentences.

Assemble paragraphs.

Choose paragraph locations.


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Begin with a neutral or pleasant statement. Begin with a buffer.

Choose words carefully. Avoid misleading the receiver.

Explain the reason(s) for the refusal. Explain why you cannot do what the receiver wants.

Use the passive voice to avoid sounding accusatory.State or imply the refusal. State the refusal concisely.

State what can be done rather than what cannot be done.

Avoid negative words.

Offer an alternate solution or action. Offer a constructive suggestion, a substitute, a

counterproposal, or an alternate course of action.

Explain how the receiver may benefit.

End with a positive, friendly statement. Conclude with a positive statement.

Close with action required by the receiver.

Avoid trite expressions.


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Proofread. Edit.

Revise.

Finalize.


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Begin with a pleasant or neutralstatement that relates to the receiver.

Give at least one reason for the refusal. Imply or state the refusal. Offer a helpful solution or suggestion. End with a positive statement without

reference to the refusal.


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Give basis for refusal, imply refusal.Private offices are provided for employees whose jobsrequire private conversations and the safekeeping ofconfidential files. Modular workstations are provided forall other employees.

Begin with a buffer.Bayside Marketing is committed to providing anappropriate work environment for all employees.

Offer a suggestion, and end positively.The PX4 headset filters out more background noise thanthe headset you are now using. Please contact Mr. Beck toobtain a PX4.


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Begin with a pleasant, relevantstatement.

Give a factual basis for the refusal. Imply or state an impersonal refusal. Include a resale statement and/or offerto help (if appropriate).

End pleasantly; emphasize receiveraction when needed.


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Give a factual basis for a refusal, and imply a refusal .Tuition for educational programs is based on residentstatus on the date of enrollment. Accordingly, you werecharged the nonresident tuition for your tae kwon doclass that began on September 15.

Begin with a relevant statement.The Hazelwood Recreation Center offers a variety ofcommunity education programs for residents andnonresidents.

Include resale statement, and offer to help.Now that you live in Hazelwood, you will enjoy lowertuition when you enroll in future classes. A copy of ourcourse catalog is enclosed.


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Begin with a pleasant, timely buffer.

Give reasons for the refusal, but leave theway open for credit extension later.

Imply or state the refusal.

Make a counterproposal; if appropriate,introduce a cash plan.

End with attention on the receivers benefits.


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Explain basis for the refusal, and suggest an alternative.Bayside Marketing extends credit to established clientswho have been in business for at least two years. As anew client, your payment options are credit card or cash.

End with attention to the receivers benefits.We are looking forward to working with you to develop amarketing plan that meets the needs of your companynow and in the future.

Begin with a buffer.Your credit application and credit report have beencarefully reviewed.


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Begin with a buffer; the opening statementmay identify the order by date, number, anddescription.

Ask for needed information if the order wasincomplete. Give a reason for the refusal ifthe order will be delayed or will not be filled.

State or imply the delay plan or the refusal.

Offer a resale or an alternate solution. End with a positive statement.


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State or imply refusal, and offer an alternate solution.The tote you ordered, #K247, is no longer available. Twosimilar bags that will meet your needs are describedbelow.

End with a positive statement.

Whether you choose the J247 or the K347, you will enjoyyour laptop tote bag for years.

Begin with a buffer, and identify order.

Thank you for ordering the executive leather laptop totebag #K247.


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Identify and discuss situations whenpersuasion may be necessary.

Discuss the importance of ethical

persuasion and credibility in persuasivemessages. Explain receiver benefits, descriptive

language, and appropriate appeals as

they relate to the persuasive strategyAIDA.

Continued on next slide.

Continued


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Identify and discuss unique characteristicsof donation requests and sales messagesand how those characteristics encourage

a favorable response. Implement the CBO approach and the

persuasive strategy AIDA and incorporatethe seven Cs of effective messages toplan and complete persuasive messages.


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Attracts the receivers favorable attention.

Builds the receivers interest. Encourages the receiver's desire.

Requests and motivates the receiver's

action.

A I D A


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Be objective. Provide information thatwill enable your receivers to makeinformed decisions.

Choose words that are clear andstraightforward. Do not set out to tricksomeone.

Show knowledge or sincere concernabout the subject of your message sothat your audience can identify withwhat you are saying.


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Plan a message. Compose a draft.

Complete a message.


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Visualize the audience.

Gather supporting information. Organize the information.


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The combination of the indirect pattern oforganization and the persuasive strategy AIDA:

Provides an explanation before the actualrequest.

Attracts the receivers favorable attention.

Builds the receivers interest.Encourages the receivers desire.

Requests and motivates the receivers action.


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Choose words. Construct sentences.

Assemble paragraphs.

Choose paragraph locations.

Continue the CBO approach byapplying the AIDA strategy to:


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Attention

Interest

Desire Action


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Open with:

An open-ended, thought-

provoking question. An agreeable statement.

A compliment.

An immediate request.


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Explain receiver benefits.

Use descriptive, concrete words.

Address receiver concerns.

Choose an appropriate appeal.

Call for Action

Make a confident request.Make a response easy.


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Proofread. Edit.

Revise.

Finalize.


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A nonroutine request asks the receiver todo something out of the ordinary.

Requests for donations of time, money, orknowledge

Requests to support an activity or a cause

Requests for cooperation in resolving anissue

Requests for cooperation in collecting money

Examples


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Begin with an attention-gettingstatement that encourages furtherreading.

Choose an appropriate appeal. Lead to the main idea. Close by stating what you want;

provide a way for the receiver torespond easily.


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Create interest and desire with an appropriate appeal.

Suits Me! provides gently worn business attire for womenwho are trying to get their lives back on track.

Begin with an attention-getting statement.

Clean out your closet!

State what you want. Make it easy for the receiver.Please drop off your donations in the employee diningroom during business hours on March 3 and 4.


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Claim messages

Collection messages


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Begin with a courteous opening that attractsthe receivers attention.

Provide details in chronological order,accurately and calmly.

Make reasonable requests, and help thereceiver understand the benefits ofcomplying.

Close with a dated action statement.


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Provide details.The floral bouquet delivered to Nora Kiley on April 2 didnot meet my expectations. The flowers were wilted anddrooping when they arrived and had to be discarded thefollowing day.

Make a reasonable requests, and close with a call for action.

Please send Ms. Kiley a replacement bouquet on April 23.

Begin with a courteous opening.The Flower Shop on Elm is my first choice when orderingflowers for business and social occasions.


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Check message for grammar, spelling, and facts.

Consider the details.

Make your demands reasonable.

State the problem, and present the facts.

Gather and organize relevant documents.

Apply the CBO approach and persuasive strategy AIDA.

Begin with the source of the problem.


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Collection messages have twoobjectives: Collecting money

Maintaining goodwill


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Assume that the receiver intends to pay. Follow the collection laws of your state.

Send collection messages at regularintervals. Use a courteous but firm tone. Use an appropriate organizational pattern

and message strategy for each stage ofcollection.


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Use direct pattern. Choose an appropriate format.

Brief form letter Collection card Stamped message or sticker on a statement


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Use indirect pattern and the persuasivestrategy AIDA.

Open with an attention-getting statementthat neutralizes the information that follows.

Explain objectively without accusation. Point out receiver benefits to complying with

the request. Offer alternate payment options if possible. Provide a friendly ending with detailed

contact information.


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Explain objectively. Point out receiver benefits.The balance of your account is $580 and 45 days pastdue. Bringing your account up to date will allow us tocontinue providing the communication services you needto operate your business.

Offer payment options. Provide contact information.Please use the enclosed envelope to send your check, orcall Tariq Sanders at 800-555-2077 to makearrangements to use a credit card.

Open with an attention-getting statement.Your history of prompt payments has made you a valuedclient.


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Use direct pattern. Begin with the main idea of

nonpayment. Briefly restate details leading up to

the final collection attempt. State

specific negative consequences. End with a neutral closing.


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Briefly restate details leading up to the final collection

attempt. State specific negative consequences.Your account balance of $580 is 120 days past due. Wehave contacted you six times about this matter. Unless wereceive full payment by May 15, your account will beturned over to LRQ Collection Agency.

End with a neutral closing.To ensure continued service and avoid involving acollection agency, send your check for $580 by May 15.

Begin with the main idea of nonpayment.Communication services that are vital to your business arein jeopardy.


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The main objective of sales messagesis to persuade receivers to buysomething.

Sales messages are either solicited or

unsolicited. Solicited sales messages are

responses to inquiries. Unsolicited sales messages are

initiated by the sender.


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Sales messages and donationrequests may differ from otherbusiness messages in these ways:

Length

Inclusions

Print mechanicsCasual writing style


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Age

EducationOccupation

Identify receiver characteristics tohave a better understanding of how tomarket your product or services.

Examples

Cultural

backgroundInterests


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Conduct surveys.

Purchase information.

Buy mailing lists.


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Use the seven Cs of effectivemessages.Use the AIDA strategy.

Make these adjustments: Send you-oriented messages to selectcustomers.

Keep messages short. Give the receiver an opportunity to beremoved from the mailing list.

communication strategies for good news messages

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