6

Positive and Neutral

Messages
 When should the
direct approach be
used for writing
messages?

Chapter 6 Krizan Business Communication ©2005 2

 This plan should be
used for writing
positive or neutral
messages.

Chapter 6 Krizan Business Communication ©2005 3

 This approach

 Gives good news first

 Encourages receiver to
respond positively to
rest of message

Chapter 6 Krizan Business Communication ©2005 4

 Explain the you-
viewpoint.

Chapter 6 Krizan Business Communication ©2005 5

 The you-viewpoint
stresses the receiver’s
interests and benefits
rather than the
sender’s.

Chapter 6 Krizan Business Communication ©2005 6

 How can the proper
handling of a request
build an organization’s
goodwill?

Chapter 6 Krizan Business Communication ©2005 7

 When companies
approve requests, they
demonstrate the value
they place on their
customers.

Chapter 6 Krizan Business Communication ©2005 8

 Why should claim
letters be written using
the direct approach?

Chapter 6 Krizan Business Communication ©2005 9

 More of these letters are
answered positively when
the claim is presented:
 Objectively at the
beginning of the letter
 Without blaming the
receiver
Chapter 6 Krizan Business Communication ©2005 10
 Distinguish between
claim messages and
adjustment messages.

Chapter 6 Krizan Business Communication ©2005 11

 Claim messages
explain what the
writer wants.

Chapter 6 Krizan Business Communication ©2005 12

 Adjustment messages
are positive/negative
responses to claim
messages.

Chapter 6 Krizan Business Communication ©2005 13