due in 2 hours. english writing

Direct Strategy Lecture: Routine and

Positive Messages

Dr. Rakesh Mittoo

See Thill’s Chapter 5: Exercise on

Performing Communication Tasks at Indigo

Books and Music, pp.163-164; Document A,

Document B, and

Document C

Must the Thill’s textbook or these

Documents to Classes for Discussion

Dr. Rakesh Mittoo

 State your position or recommendation first (in the

opening or introduction), then give reasons, evidence, and

details.

 Never bury important ideas in the middle.

 State important idea either at the beginning or at the end

(or both).

 When you’re planning a direct strategy message:

 Ask what is the bottom line—the conclusion of your

thought process

 Start with the conclusion or the main idea at the

beginning

Direct Strategy: State Your Point first

for Routine and Positive Messages

Dr. Rakesh Mittoo

Direct Strategy vs. Indirect

strategy  Direct strategy: State your point or purpose in the opening,

followed by explanation and details.

 Use direct strategy for most routine and positive business

messages. The audience is neutral or positive.

 Indirect strategy: State your point or purpose in the middle

or at the end.

 Use indirect strategy for negative or persuasive messages

when:

 the audience is analysis oriented

 not favourably inclined

 your credibility is low

 You’re offering an alternative approach

Dr. Rakesh Mittoo

Kinds of Direct strategy Messages  Request for information and/or action—routine message

 Giving information—routine message

 Positive or good news message

 Recommendation for action—routine or positive message

 Request for an Adjustment—routine message

 Response to a Claim (positive message)

 Response to an inquiry/information or a request for action—positive message

 Conclusion or a perspective on an issue—routine message

Dr. Rakesh Mittoo

Bottom Lines:Make Yours the First! Give

Commands Before Reasons

Requests for Information and for Action

before Justifications

Answers before Explanations

Conclusions before Details

Solutions

Grant a claim

Information

Decision

Before

Before

Before

Before

Problems

Explanation and specifics

Explanation and benefits

Explanation and Details

Recommendation Before Reasons, benefits, or findings

Dr. Rakesh Mittoo

Advantages of Direct

Approach

 Improves comprehension: stating the purpose first helps

the audience anticipate and therefore understand

messages quickly.

 Is audience-centered: the audience wants to know the

bottom line first. The audience is solution/action oriented.

 Saves time: dealing with information overload and

pressures of deadlines make business audiences

multitaskers and at times distracted. Get their attention in

the opening with direct strategy.

 Knowing the main point first helps the writer organize the

message.

Dr. Rakesh Mittoo

Audience Analysis and Tone

 Decide categories of audience—then imagine the readers as

individuals to understand their needs.

 Ask questions about their needs.

 What do they know or need to know?

 How are they affected by the message?

 How do they feel about the issues raised in the message?

 How does the message benefit them?

Dr. Rakesh Mittoo

Audience Analysis and Tone

(Contiued)

 Use empathy and adopt an attitude of service.

 Present information from their point of view.

 Use positive language, positive emphasis and/or

benefits, plain language, and You-Attitude

(Discussed in Good Business Style Lecture).

 Express appreciation and talk favorably about

their needs, concerns, and contribution.

Dr. Rakesh Mittoo

Direct Strategy Pattern for

Recommendation

 Use direct strategy to recommend an action, an idea, a policy, or a candidate. The outline of such a message follows:

 Opening:

 State the main idea (e.g.The committee recommends policy x (flextime) for the following reasons:).

 Use direct openings for action: “I suggest…,” “I recommend,” “I’m writing to ask…,” “Please…,” etc.

 Body of the message:

 Reason, benefit, or explanation and details

 Reason, benefit, or explanation and details

 Reason, benefit, or explanation and details

 Closing:

 Request specific action and be courteous and thankful.

 Give contact information.

 Be supportive in offering help for any subsequent action or request.

Dr. Rakesh Mittoo

Pattern for Requests for Information and Positive

Messages—See Thill’s Exercise on Indigo Books  Frontload in the opening.

 Use the direct strategy by stating the main idea.

 Tell immediately why you are writing.

 Be polite, specific, and precise

 Explain the request or the big idea and state benefits in the body.

 Present details clearly (concrete, easy to understand and implement) and explain the request or response.

 Explain any benefits to the company or to respondents.

 Group similarly ideas together, use effective paragraphs, arrange logically. Simplify complex requests into individual questions (see next slide for guidelines).

 Consider using lists (in letters, numerals), bullets, headings, columns, and graphic highlights (capital letters, underlining, boldface, italics, font size) for emphasis and improving readability.

 Be specific and courteous in the closing.

 For requests tell specifically what action you want taken, state the important deadline or the date, provide contact information, and express thanks.

 For other direct letters/emails provide a courteous, concluding thought.

Dr. Rakesh Mittoo

Requests for Information—Additional

Guidelines  Opening:

 Ask the most important question first or express a polite command. No explanation or

justification is required in the opening.

 Explain the request logically and carefully arrange and number your questions in the body:

 Word your questions to get more than “yes’ or “no” answers if you need more detailed

opinion or description.

 Questions should be neutral. Avoid bias, negative or positive.

 Ask specific questions to get detailed information. Give exact information—technical

specifications, physical dimensions, intended use of the item, etc.

 Word some questions for simple checking of “yes,” or “no,” or “don’t know” for

survey/opinion about recommending something or preferences.

 Cover only one topic in each question.

 Use a separate para for each main question if explanation is required. Avoid

bunching/packing several questions in one para. If questions require explanation or

have sub-questions, indent sub-questions. Use rating scale : outstanding, excellent,

etc.

 Express questions in parallel form.

 Consider numbering for two or more question.

 Suggest reader benefits if possible. Dr. Rakesh Mittoo

Pattern for Responses to Inquiries, Requests,

and Claims  Frontload in the opening.

 Use the direct strategy by stating the good news or granting the claim.

 Tell immediately why you are writing.

 Be polite, clear, and concise.

 Explain and give additional information in the body.

 Explain the point clearly and completely with details.

 Explain any benefits to the company or to customers/ employees.

 Maintain a positive and supportive tone by stating receivers’ benefits, alternatives, or choices.

 Arrange information logically.

 Consider using lists (in letters, numerals), bullets, headings, columns, and graphic highlights (capital letters, underlining, boldface, italics, font size) to improve readability.

 Note: Maintain goodwill in Response to Claims by presenting your company—its products, services, business practices—in positive light. See the next slide.

 Be specific and courteous in the closing.

 Tell the reader how to proceed and give helpful details if further action is required.

 End with a cordial personalized statement that you have the reader’s well- being in mind.

Dr. Rakesh Mittoo

Additional Guidelines for Responses to Inquiries,

Requests, and Claims

 Deliver information the reader wants.

 When you’re announcing good news, do so

promptly.

 Explain logically.

 Talk favourably about customers’ choices.

 Provide additional information that may help the

reader.

 Build goodwill by using statements of pride and

confidence in your products, services, mission, or

reputation.

Dr. Rakesh Mittoo

Ineffective Memo  TO: All Employees Date: August 15, 2009

 FROM: Robert Mendes

 SUBJECT: Retirement Series

 We are aware that many employees do not have sufficient information that relates to the prospect of their retirement. Many employees who are approaching retirement age have come to this office with specific questions about their retirement. It would be much easier for us to answer all questions at once, and that is what we will try to do.

 We would like to answer your questions at a series of retirement planning sessions in the company conference room. The first meeting is September 6. We will start at 4 p.m., which means that the company is giving you one hour of release time to attend this important session. We will meet from 4 to 6 p.m. when we will stop for dinner. We will begin again at 7 p.m. and finish at 8 p.m.

 We have arranged for three speakers. They are: our company benefits supervisor, a financial planner, and a psychologist who treats retirees who have mental problems. The three sessions are planned for: September 6, October 4, and November 1.

Dr. Rakesh Mittoo

Dr. Rakesh Mittoo

Memo for Revision  Read the following memo carefully. Then rewrite it,

adhering to the guidelines we have discussed.

 To: All Employees of Rite Manufacturing Corporation

 From: Managing Director

 I am happy to advise you that representatives of the Board will be available next Friday, July 5, to acquaint you with information about additional voluntary contributions to our existing occupational pension scheme. This will help all of you to plan for a comfortable retirement, and should take no more than a few minutes of your time. Feel free to contact my office for further details. The meeting with the Board representatives will be at 11:30 a. m. in the Boardroom. In addition, experts from our finance department will be on hand to deal with any detailed queries you may have on this issue. I hope to see you there.