good news plan & neutral message plan
TRANSCRIPT
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Directness in Good News and Neutral Situations
Business MessagesBusiness Messages
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Direct ApproachA general direct planApplications of the general plan to
Routine inquiriesFavorable responsesAdjustment grantsOrder acknowledgmentsClaimsOperational Messages
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Guideline for Organizing MessagesShort messages usually are written in the
direct order.Long messages may require indirect order.
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First StepDetermine the reader’s probable reaction –
positive, neutral, negativeIf positive or neutral, directness usually
recommendedIf negative, indirectness usually recommende
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Indirect PlanStart with the objective.Include any necessary identification
information.Cover the remainder of the objective.End with goodwill.
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•Routine InquiriesYou are asking for something your reader is likely to grant.Thus, a direct approach is justified.
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Directness for Routine InquiriesThe message plan: Opening-Begin directly with the objective.
Either ask a specific question or make a general request for the information.
Middle- Include any necessary explanation--wherever it fits (as a separate part of the message or worked in with the questions).
If a number of questions are involved, give them structure. May number them. Make them stand out.
Closing- End with goodwill words--something appropriate that fits the one case.
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in Writing a Favorable ResponseYou are complying with the reader’s request.The news is good.Thus, directness is justified.
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Directness for a Favorable ResponseThe message plan: Opening- Begin with the answer or state
you are complying with the request. Body- Identify the message being
answered--incidentally in the beginning or in a subject line.
Continue to give what is wanted in an orderly arrangement.
If negative information is involved, give it proper emphasis. Consider including extras.
Closing- End with friendly, adapted words.
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Adjustment GrantThe news is good.Something bad has happened, and you are
correcting it.But even though the main message is good
news, you have the need to regain lost confidence.
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Directness for an Adjustment GrantThe message plan:Opening- Begin directly--with the good
news.Body- Incidentally identify the message you
are answering. Avoid negatives that recall the situation being
corrected. Regain lost confidence through explanation
or corrective action.Closing- End with friendly positive words.
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Order AcknowledgmentYou have received an order.Now you must report the status of the order.The situation is good news--routine in
business.Thus, directness is justified.
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Directness for an Order AcknowledgmentThe message plan: Opening- Give the status of order. Body- Include some goodwill—acknowledging
incidentally, reselling, sales talk, or such. Include a “thank you.” If there is a problem (vague order, back order)--
Some businesses report frankly, assuming some problems are expected.
Others prefer to use tactful approach to get needed information on vague orders, or report back orders.
Closing- Close with adapted, friendly words.
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Making a ClaimA product or service has given you a
problem.You are in the right.Probably the offending company will want to
correct the matter.You want to make a strong claim.
These three facts of the case support directness.
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The internal communicationsThe internal communications needed in a
company’s workThey range widely in formality.Most are informal – written directly with
courteous frankness.The few formal ones generally follow the
pattern of other formal messages.
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Winner’s principle:
Think ahead and think forward
THANK YOU