chapter 7 copyright © 2014 pearson education, inc.chapter 7 - 1 writing routine and positive...

Chapter 7

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 1

Writing Routine and Positive Messages

Learning Objectives1. Outline a strategy for routine requests

2. Review common routine requests

3. Outline a strategy for routine replies and positive messages

4. Describe examples of routine replies and positive messages

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 2

Strategy for Routine Requests

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 3

State the Request

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 4

•Tone

•Audience

•Specifics

Explain and Justify

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 5

•Explanation

•Benefits

•Questions

Close the Request

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 6

•Action

•Contact

•Appreciation

Summary of Discussion

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 7

Common Examples of Routine Requests

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 8

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 9

Information or Action

• State the Request

• Support the Request

• Introduce Reader Benefits

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 10

Recommendations• Ask for a

Recommendation

• Support the Request

• Express Your Appreciation

Claims or Adjustments

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 11

• State the Problem

• Explain Your Situation

• Request for Specific Action

Summary of Discussion

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 12

Strategy for Routine Replies and Positive

Messages

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 13

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 14

Message Goals

Communicate Information

Leave a Good Impression

Provide the Details

Answer All Questions

Message Strategy

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 15

Main Idea Support Close

Clear Details Thank You

Concise Tone Follow-Up

Summary of Discussion

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 16

Common Examples of Routine Replies and Positive Messages

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 17

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 18

Action or Information

•Prompt

•Gracious

•Thorough

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 19

Claims or Adjustments

•Interpret Policy

•Determine Fault

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 20

Company at Fault• Acknowledge the claim or complaint

• Sympathize with the customer

• Take responsibility for the outcome

• Explain your plan of action

• Work to repair the relationship

• Follow up on your response

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 21

Customer at Fault

Refuse Claim

Adjustment Cost

Business Cost

Grant Claim

Deter Mistakes

Keep Customers

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 22

Third-Party at Fault

►Assess the Situation

►Offer Feasible Solutions

►Avoid the Blame Game

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 23

Candidate Objective

Relationship Evidence

Comparisons Evaluation

Recommendations

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 24

Updates

Status

Policies

Procedures

Routine Information

Announce Good News

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 25

•Facilities•Executives•Products•Services•Community

Effective News Releases

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 26

• Select Relevant, Newsworthy Items

• Focus on One Subject

• Put the Most Important Information First

• Use Short Sentence and Paragraphs

Effective News Releases

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 27

• Eliminate Clutter and Extraneous Facts

• Be as Specific as Possible

• Avoid Being Self-Congratulatory

• Follow Accepted Industry Standards

Online News Releases

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 28

Direct-to- Consumers

Social MediaReleases

Fostering Goodwill

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 29

•Messages

•Information

•Entertainment

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 30

Typical Messages

•Congratulations•Appreciation•Condolences•Sympathy

Summary of Discussion

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 31

Writing Routine and Positive Messages

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 32

Copyright © 2014 Pearson Education, Inc. Chapter 7 - 33