Business Communication Test 3
all4jasmine
ch8ppt.pptxBusiness Communication:
Process and Product, 8e
Mary Ellen Guffey and Dana Loewy
Instructor PowerPoint Library, 8e
8
Positive Messages
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Ch. 8, Slide 1
Learning Objective 1
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Ch. 8, Slide 2
Understand the channels through which typical positive messages travel in the digital era— e-mails, memos, and business letters—and apply the 3-x-3 writing process.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Ch. 8, Slide 3
Positive Messages— Characteristics
1
Are routine and
straightforward
Positive messages share the following traits:
2
Help workers conduct everyday business
3
Make up the bulk of workplace communication
4
Require solid writing skills
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Ch. 8, Slide 4
Positive Messages—Types
1
Simple requests for information or action
2
Replies to customers
3
Explanations to coworkers
4
Instructions
5
Direct claims and complaints
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © mostafa fawzy/Fotolia, © Marina Zlochin/Fotolia, © Dark Vectorangel/Fotolia
Ch. 8, Slide 5
Channels Used for
Positive Messages
E-mails
Memos
Letters
Social media networks
Blogs
IM and text messages
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Iadam/Fotolia
Ch. 8, Slide 6
Effective Positive Messages and the Writing Process
Phase 1:
Analysis, Anticipation, and Adaptation
Do I really need to write this e-mail, memo, or letter?
Why am I writing?
How will the reader react?
What channel should I use?
How can I save my reader’s time?
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Marina Zlochin/Fotolia
Ch. 8, Slide 7
Business Letters
Are still the preferred channel for external communication in certain situations
Go to suppliers, government agencies, vendors, and customers
Encourage feedback
Project a favorable image of the organization
Promote future business
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Marina Zlochin/Fotolia
Ch. 8, Slide 8
Business Letters
Provide a permanent record
Are confidential and formal
Deliver contracts
Explain terms
Share ideas
Negotiate agreements
Answer vendor questions
Maintain customer relations
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia
Ch. 8, Slide 9
Effective Positive Messages and the Writing Process
Phase 2:
Research, Organization, and Drafting
Collect information.
Choose the best organizational strategy.
Compose the first draft.
Group similar information together.
Keep your paragraphs short.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia
Ch. 8, Slide 10
Effective Positive Messages and the Writing Process
Phase 3:
Revision, Proofreading, and Evaluation
Is the message clear?
Is the message correct?
Did you plan for feedback?
Will this message achieve its purpose?
Learning Objective 2
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Ch. 8, Slide 11
Compose direct messages that make requests, respond to inquiries online and offline, and deliver step-by-step instructions.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 12
Creating Request Messages
Opening– main idea first:
Ask a question or issue a polite command (Please answer the following question).
Avoid long explanations preceding the main idea.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 13
Creating Request Messages
Body—provide details and explain your purpose:
Express questions in numbered or bulleted form.
Use open-ended questions (What steps are necessary…?) instead of yes-or-no questions (Can she conclude her contractual obligation…?).
Suggest reader benefits, if possible.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 14
Creating Request Messages
Closing—end with appreciation and a call for action:
State specifically, but courteously, what action is to be taken.
Set an end date, if necessary. Provide a logical reason for the end date.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 15
Creating Request Messages
Avoid cliché endings (Thank you for your cooperation).
Show appreciation, but use a fresh expression.
Make it easy for the receiver to respond.
Closing—end with appreciation and a call for action:
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Ch. 8, Slide 16
To: Kim Johnson <[email protected]>
From: Tim Rudolph <[email protected]>
Subject: New Policy
This e-mail is written to inform you that I continue to receive disturbing reports about the misuse of e-mail by employees. In the course of the past three months I have heard of defamatory messages, downloads of pornography for all the staff to see, and even a basketball pool that turned into a gambling operation.
In view of the foregoing, I am herewith instructing your office that an e-mail policy for the staff is needed. By October 1 a rough draft of a policy should be forthcoming. At the very minimum it should inform each and every employee that e-mail is for business only. Employees must be told that we reserve the right to monitor all messages. No pictures or attachments should be in the e-mail system without there being a valid reason. And we should not be using e-mail to be saying anything about personnel matters—such as performance reviews and salaries.
If you have any questions, do not hesitate to call.
“Before”—Ineffective
Request E-Mail
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Ch. 8, Slide 17
To: Kim Johnson <[email protected]>
From: Tim Rudolph <[email protected]>
Subject: Developing Staff E-Mail Policy
Please draft a policy outlining appropriate e-mail use for employees.
We need such a policy because I have received reports of misuse including defamatory messages, pornography downloads, and even gambling. Here are a few points that the policy should cover:
E-mail is for business use only.
E-mail messages may be monitored.
No pictures or attachments should be sent without a valid reason.
E-mail should not be used to discuss personnel matters.
Please submit a draft to me by October 2 because we hope to have a final policy completed by November 5. Call if you have questions.
“After”—Improved
Request E-Mail
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 18
Responding to Requests
Subject Line
Identify the topic and any previous correspondence.
Use abbreviated style, omitting articles (a, an, the).
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 19
Responding to Requests
Opening
Open directly.
Deliver the information the reader wants.
When announcing good news, do so promptly.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 20
Responding to Requests
Body
Explain the subject logically.
Use lists, tables, headings, boldface, italics, or other graphic devices to improve readability.
Promote your products and your organization to customers.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 21
Responding to Requests
Closing
Offer a concluding thought, perhaps referring to the information or action requested.
Avoid cliché endings (If you have any other questions, don’t hesitate to call).
Be cordial.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 22
Responding to Customers Online
Vocal individuals can start a firestorm of criticism or become powerful brand ambassadors championing certain products they love.
Companies must adopt strategies that help them to decide when and in what ways to respond.
Decision trees and diagrams guide employees in responding to online prices.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 23
Responding to Customers Online
Be positive
Be transparent
Be honest
Be timely
Be helpful
Learning Objective 3
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Ch. 8, Slide 24
Prepare contemporary messages that make direct claims and voice complaints, including those posted online.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Iadam/Fotolia
Ch. 8, Slide 25
Direct Claims and Complaints
Opening
Explain immediately what you want done.
State the remedy briefly when it is obvious (Please credit my Visa account).
Explain your goal when the remedy is not obvious
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Iadam/Fotolia
Ch. 8, Slide 26
Direct Claims and Complaints
Body
Explain the problem and justify your request.
Provide details objectively and concisely.
Be organized and coherent. Don’t ramble.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Iadam/Fotolia
Ch. 8, Slide 27
Direct Claims and Complaints
Body
Avoid becoming angry or trying to fix blame.
Include names and dates with previous actions.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Iadam/Fotolia
Ch. 8, Slide 28
Direct Claims and Complaints
Closing
End courteously with a tone that promotes goodwill.
Request specific action, including end date, if appropriate.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Ch. 8, Slide 29
Posting Complaints and Reviews Online
1
Exhaust all other options for claims with the company before venting online.
2
Don’t express dissatisfaction just to let off steam.
3
Think whether people you respect and prospective employers would approve.
4
Understand that businesses can sue individuals for negative online posts.
Learning Objective 3
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Ch. 8, Slide 30
Prepare contemporary messages that make direct claims and voice complaints, including those posted online.
Learning Objective 4
Create adjustment messages that salvage customers’ trust and promote further business.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 31
Adjustment Messages
Opening
When approving a customer’s claim, announce the good news (adjustment) immediately.
Avoid sounding grudging or reluctant.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 32
Adjustment Messages
Body
Strive to win back the customer’s confidence.
Explain what went wrong (if you know).
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 33
Adjustment Messages
Body
Apologize if it seems appropriate, but be careful about admitting responsibility.
Check with your boss or legal counsel first.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 34
Adjustment Messages
Body
Concentrate on explaining how diligently your organization works to avoid disappointing customers.
Avoid negative language (trouble, regret, fault).
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 35
Adjustment Messages
Body
Avoid blaming customers— even if they are at fault.
Avoid blaming individuals or departments in your organization. It sounds unprofessional.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 36
Adjustment Messages
Closing
Show appreciation that the customer wrote.
Consider expressing confidence that the problem has been resolved.
Thank the customer for past business.
Refer to your desire to be of service.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Ch. 8, Slide 37
Learning Objective 5
Write special messages that convey kindness and goodwill.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Ch. 8, Slide 38
The Five Ss of Goodwill Messages
Be selfless
Be specific
Be sincere
Be sponta-neous
Keep it short
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia
Ch. 8, Slide 39
Saying Thank You
Written notes showing appreciation and expressing thanks are significant to their receivers.
Thank-you notes are typically short messages written on special notepaper or heavy card stock.
Businesspeople build goodwill by thanking others gracefully.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia
Ch. 8, Slide 40
Replying to Goodwill Messages
Send a brief note expressing your appreciation.
Tell how good the message made you feel.
Accept praise gracefully. Don’t make belittling statements. (I’m not really all that good).
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia
Ch. 8, Slide 41
Is E-mail Appropriate for Goodwill Messages?
Depending on your relationship with the receiver, sending a goodwill message by e-mail is acceptable.
An e-mail may precede a phone call or a handwritten message.
Handwritten notes are most impressive because they remain and can be savored. E-mail is quickly forgotten.
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia
Ch. 8, Slide 42
END
