Chapter 8, 9, 10 Business Communication Process & Product (Guffey & Loewy) PDF

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Chapter 8 – Positive Messages Positive Messages and the Writing Process (p.245):  Positive messages are routine and straightforward  Positive messages: simple requests for information or action, replies to customers, explanation to workers, instructions, direct claims, and complaints.  Channel most frequently used: e-mails, memos, and letters.  All these channels require solid writing skills.  Business messages are divided into 3 content areas: 1. Positive messages communicating straightforward requests, supplies, and goodwill. 2. Negative messages delivering refusals and bad news 3. Persuasive messages including sales pitches Phase I: Analysis, Anticipated, and Adaptation (p.246):  Analyze your tasks  Ask yourself these questions before writing mentioned in the book Understanding business letters (p.246):  Letters are still the preferred channel of communication for delivering messages OUTSIDE an organization  Letters go to suppliers, government agencies, other business, and customers.  Businesses continue to give letters to customers  Business letters are necessary when the situation calls for permanent records  Business letter deliver contracts, explain terms, exchange ideas, negotiate agreements, answer vendor questions, and maintain customer relations.  Business letters are confidential  They are less likely than electronic media to be intercepted, misdirected, forwarded, retrieved, or inspected by unintended recipients  They are also presented on company stationery carry sense of formality and importance not possible with the email  They deliver persuasive well considered messages. These messages can persuade people to change their actions, adopt new beliefs, make donations, contribute their time, and try new products.  Figure 8.1 direct letter welcoming customer, BLOCK STYLE Phase 2: Research, Organization, and Drafting (p.247):  First step is to check the files gather documentation and prepare your message  Make an outline of the points you wish to cover  Short messages: write down notes on the document you are answering or make a scratch list at your computer  Long documents: required for most research use the outlining techniques discussed in chapter 5  Group related information into paragraphs and separate by white space  Each paragraph should include a topic sentence backed up by details and evidence  Plan for revision Phase 3: Editing, Proofreading, and Evaluating (p.248):  Final touches on your message  Ask yourself the following questions: 1. Is the message clear? 2. Is the message correct? 3. Did you plan for feedback?

4. Will this message achieve its purpose? Typical Request. Response, and Instruction Messages (p.249):  Positive messages are also delivered by instant messaging texting and social media Creating Request Messages (p.249):  Start with the main idea first  The first sentence of an information request is usually a question or a polite command  Begin to email directly without introducing yourself  Several questions must be asked do you have two choices  Ask the most important question first or begin with a summary statement such as please answer the following questions  Avoid beginning with will you please Providing Details (p.249):  The quality of the information depends on the clarity of the inquiry  Analyze your needs organize your ideas and family request logically to receive a meaningful answer that doesn’t require a follow-up message  Use bullet points or lists Closing with Appreciation and a Call for Action (p.249):  Tell the reader what is to be done  Set an end date to take action and explain why  Don’t just end with “Thank You”  Show appreciation by hooking your thanks to the end date  Examples are in the book Responding to Requests (p.250):  Respond directly and favorably to requests for information or action  Apply the same direct strategy used in making requests  A customer reply email starts with an effective subject line, figure 8.3  In the first sentence of a direct reply email deliver the information the reader wants  Do not be wordy  Be more forceful and more efficient  When agreeing to a request for action announce the good news promptly  Read the rest in the book  Checklist for writing direct requests and responses (p.252) Responding to Customer Comments Online (p.253):  Businesses must listen to social media comments about themselves and respond if necessary  Figure 8.4 social media response chart (for-profit and non-profit organizations) Embracing Customer Comments (p.545):  Customer reviews online are opportunities for businesses to improve their products or services and may serve as a free and efficient outsourced quality control system  Do you take an offer real time feedback that may help clear up supply chain bottlenecks Guidelines for Responding to Online Posts (p.254):  Respond to posts only when you can add value Instruction Messages (p.254):  Instruction messages describe how to complete a task  For how to repair a paper jam in the photo copier for how to order supplies or hire new employees  Instructions are different from policies and official procedures  Instruction messages follow a straightforward and direct approach Dividing Instructions into Steps (p.255):  Divide the instructions into steps  List the steps in the order in which they are to be carried out  Arrange the items vertically with numbers

Begin each step with an action verb using imperative (command )mood rather than the indicative mood  At the closing of a message, tie the instructions to benefits to the organization or individual Revising a Message Delivering Instructions (p.255):  Always tell the reader what they should do  Improve your tone and include the word please in the subject line as well as a verb that specifies the purpose of the memo  Number the steps and begin with an action verb  Leaders can comprehend what you have said much more quickly when you make lists to achieve parallel language  Figure 8.6 Memo instructions Direct Claims and Complaints (p.257):  Sometimes businesses face things that can go wrong like shipments that are late and services that are disappointing  Customers file a claim to correct a wrong  Large companies can afford to employ social media specialists who monitor and respond to comments  Small companies have few options other than Google Alerts and their own limited forays into social networking  Claims written as the letters are taken more seriously than telephone calls or emails Opening a Claim with a Clear Statement (p.257):  Smart businesses want to hear from their customers  Retaining a customer is less costly than recruiting a new customer  As a customer open your claim with a compliment, a point of agreement, a statement of the problem, a brief review of action you have taken to resolve the problem, or a clear statement of the action you want.  When the remedy is obvious state it immediately  When the remedy is less obvious ask for a change in policy or procedure or simply ask for an explanation Explaining and Justifying a Claim (p.257):  In the body of a claim explain the problem and justify your request  Provide necessary details so that the difficulty can be corrected without further correspondence  State the facts logically, objectively, and unemotionally. Let the reader decide on the causes Concluding a Claim with an Action Request (p.258):  End a claim message with a statement that promotes goodwill and summarizes your action request  It’s appropriate include an end date  Act promptly by not delaying claims and make them appear important  Action comes later Putting it All Together (p.258):  Figure 8.7 on direct claim emails Posting Complaints and Reviews Online (p.258):  As a customer, if you have a complaint, send an email to the business first before ranting on social media  Mostly because businesses don’t really monitor social media enough so they won’t be able to reply to the customer  Social media posts have a way of ending up in the wrong hands  Any post can be tracked back to the writer  Businesses and professionals can take individuals to court for negative comments online  Figure 8.8 on guidelines for writing online reviews and complaints 

Adjustment Messages (p.261):  When a company receives a claim and decides to respond the message is called an adjustment  Businesses replace merchandise, refund money, extend discounts, send coupons, and repair goods  Businesses do this because customers are protected by contractual and tort law for recovery of damages  Also, most organizations want to satisfy their customers and retain their business  When responding to customer claims, decide whether to grant the claim  Deliver good news by using the direct strategy when you say yes  Use the indirect strategy to be more appropriate when you say no  Three goals when using the indirect strategy: 1. Rectifying the wrong, if one exists 2. Regaining the confidence of the customer 3. Promoting further business Revealing Good News Up Front in an Adjustment Message (p.261 + 263):  Instead of beginning with a review of what went wrong, present the good news in an adjustment message immediately  If you decide to comply with the customer’s claim, let the receiver know immediately  Don’t beginning of your letter with a negative statement: this approach will remind the reader of the problem and emotions or unhappy feelings experienced  Opening examples mentioned in the book Explaining Compliance in the Body of an Adjustment Message (p.263):  Explain how you’re complying with the claim in the body of the message  Seek to regain the confidence of the customer  Sometimes the problem is not with the project but with the way it is being used  Avoid emphasizing negative words such as trouble, regret, misunderstanding, fault, defective, error, inconvenience, and unfortunately Deciding Whether to Apologize (p.263):  This is a debatable issue  Attorneys discourage apologies fearing that they admit responsibility and will trigger lawsuits  Judges and juries look on apologies favorably  Don’t use I’m sorry for any inconvenience we have caused it sounds mechanical and insincere  Try something like we understand the frustration or delay has caused you, we’re sorry you didn’t receive better service, or you’re right to be disappointed Using Sensitive Language in Adjustment Messages (p.264):  Because customers are upset, the language of adjust messages have to be sensitive  DON’T use: 1. Negative words 2. Don’t blame customers even when they may be at fault 3. Don’t blame individuals or departments within your organization because it’s unprofessional 4. Don’t make unrealistic promises because you can’t guarantee that the situation will never recur Showing Confidence in the Closing (p.264):  End positively by expressing confidence that the problem has been resolved and that continued business relations will result  Mention the product, suggest a new project, express your appreciation for the customers business, or anticipate future business  Check the book for examples on closing  Check list on page 265

Goodwill Messages (p.265):  Personal sentiments of the sender are always more expressive and more meaningful to readers than our printed cards or oral messages  Take time to write in order to give importance to your well wishing  Goodwill messages should be selfless, specific, sincere, spontaneous, and short Saying Thank-You (p.266):  Someone has done you a favor or when an action merits praise, you need to extend thanks or show appreciation  Letters of appreciation may be written to customers for their orders, to host for their hospitality, to individuals for kindness performed, to employees for a job well done, and especially to customers who complain  Complaints provide you with “free consulting reports from the field”  Check the book for examples on messages that provide models for expressing thanks, for a gift, for a favor, and for hospitality Replying to Goodwill Messages (p.267):  Respond when you receive a note or a written pat on the back  These messages are attempts to connect personally, they are efforts to reach out to form professional or personal bonds  Check the book for examples on how to respond to Goodwill messages Expressing Sympathy (p.268):  In writing sympathy notes: 1. Refer to the death or misfortune sensitivity, using words that show you understand what a crushing blow it is 2. The case of a death, praise the deceased in a personal way 3. Offer assistance without going into excessive detail 4. End on a reassuring forward-looking note  Sympathy messages may be typed but a hand-written one seems more personal  Examples are shown in the book Is Email Appropriate for Goodwill Messages? (p.268):  Handwritten notes are most impressive  Sending an email goodwill message is acceptable if you frequently communicate with the receiver by email and if you are sure your note will not get lost  A phone call or a written condolence message can be sent first before sending an email when you learn of a death or accident

Chapter 9 – Negative Messages Communicating Negative News Effectively (p.285):  Bad new must be delivered by a business  The bad feelings associated with disappointing news can be reduced if the receiver 1. Knows the reason for rejection 2. Feels that the news was revealed sensitively

3. Believe the matter was treated seriously and fairly  When do use the indirect strategy and the direct strategy to deliver bad news Articulating Goals in Communicating Negative News (p.286):  Goals in conveying bad news: 1. Explaining clearly and completely 2. Projecting a professional image 3. Conveying empathy and sensitivity 4. Being fair 5. Maintaining friendly relations Applying the 3-x-3 Writing Process (p.286):  In phase 1 (pre-writing), you need to analyze the bad news and anticipate its effects on the receiver  If the disappointment will be mild, announce it directly  If the bad news is serious or personal, consider techniques to reduce the pain  Choose words that show that you respect the reader as a responsible, valuable person  A letter on company stationary will be more impressive than email if your goal is retaining the goodwill of a customer Research, Organization, and Composition (p.288):  In phase 2 (drafting) you will gather information and brainstorm for ideas  Concentrate on the strongest reasons that you have to explain the bad news  Avoid presenting any weak reasons  In composing any negative message, conduct research if necessary to help you explain what went wrong and why a decision or action is necessary Editing, Proofreading, and Evaluating (p.288):  Phase 3 (revising) you will read over your message carefully to sure that it says what you intend  Check your wording to be sure you are concise  Improve coherence and tone  Proofread to make sure your verbs agree with their subjects, your sentences are properly punctuated, and all words are spelled correctly Avoid Legal Liability in Conveying Negative News (p.288):  Three causes of legal difficulties: abusive of language, careless language, and the good-guy syndrome  Check the book for further explanation on each Abusive Language (p.288):  Defamation is the legal term for any false statement that harms an individual’s reputation  Written abusive language: libel  Spoken abusive language: slander Careless language (p.289): The Good-Guy Syndrome (p.289):  Make statements that are legally dangerous  Business communicators act as agents of their organizations  If you want to communicate your personal feelings, use your home computer or write on plain paper rather than company letterhead and sign your name without a title or affiliation  Volunteering extra information can lead to trouble  Avoid supplying data that could be misused and avoid making promises that can’t be fulfilled Analyzing Negative News Strategies (p.289):  To successfully convey bad news ,you have to consider the audience, purpose, and context When to use the direct strategy (p.289):  The direct strategy can use the bad news too FIGURE 9.2

When to use the indirect strategy (p.290):  Present negative news  FIGURE 9.4  Whether to use the direct or indirect strategy depends on the situation, the reaction you expect from the audience, and your goals  The direct method saves time and is preferred by some who consider it more professional and even more ethical than the indirect method  FIGURE 9.5 for differences between the 2 methods Keeping the indirect strategy ethical (p.293):  When using the indirect strategy your goal is to be compassionate get effective  Don’t deceive the reader or hide the news  The key to ethical communication lies in the motives of the sender Composing Effective Negative Messages (p.294):  Reduce bad feelings and resentment by structuring your message sensitively Opening indirect messages with a buffer (p.294):  A buffer is a different device to reduce shock or pain  To buffer the pain of bad news begin with a neutral but meaningful statement that makes the reader continue reading  The buffer should be relevant and concise  Avoid buffers such as thank you for your letter  Not all business communication authors agree that buffers increase the effectiveness of negative messages  FIGURE 9.7 Best news (p.294):  Start with the part of the message that represents the best news Compliment (p.294):  Praise the receiver’s accomplishments, organization, or efforts and do so with honesty and sincerity Appreciation (p.294):  Convey thanks for doing business, for sending something, for showing confidence in your organization, for expressing feelings, or simply for providing feedback Agreement (p.294):  Make a relevant statement with which both reader and receiver can agree Facts (p.294):  Provide objective information that introduces the bad news Understanding (p.295):  Show that you care about the reader Apologizing (p.295):  Sincere apologies work  Apology is defined “as an admission of blameworthiness and regret for an undesirable event”  Apologies cost nothing and they go a long way in soothing hard feelings especially among customers  FIGURE 9.6 The “5Rs” model apologizing effectively Poor apology VS improved apology (p.296) Showing empathy (p.296):  Empathy is the ability to understand and enter into the feelings of another  Check the book for examples of ways to express empathy in written messages Presenting the reasons (p.296):

Provide an explanation to reduce feelings of ill will and improve the chances the readers will except the bad news  The reasons appear before the bad news in the indirect strategy  The reasons appear immediately after the bad news in the direct strategy 1. Explaining clearly if the reasons are not confidential 2. Citing reader or other benefits 3. Explaining company policy 4. Choosing positive words 5. Showing fairness and serious intent Cushioning the bad news (p.297):  You can reduce the pain by breaking the news sensitively  Techniques of thoughtful cushioning: 1. Positioning the bad news strategically 2. Using the passive voice 3. Highlighting the positive 4. Implying the refusal 5. Suggesting a compromise or an alternative Closing pleasantly (p.298):  The closing should be personalized and meet include a forward look  Close with a statement that promote goodwill 1. Forward look: anticipate future relations or business 2. Alternative follow up: through advice 3. Good wishes: a letter rejecting a job candidate example 4. Freebies: send coupons, samples, or gifts to restore confidence and to promote future business 5. Resale or sales promotion Refusing typical requests and claims (p.299): 

Rejecting requests for favors, money, information, and action (p.299):  These requests may come from charities, friends, or business partners  To refuse a request for a donation, use the indirect strategy and begin with a buffer acknowledging the request  Explain why you cannot donate  Sometimes you cannot provide an explanation  Show appreciation for the inquiry and respect for the writer  FIGURE 9.8 Declining invitations (p.301):  When you decline an invitation provide a response that says more than I can’t or I don’t want to  Make a special effort to so...