POSITIVE, NEGATIVE AND

NEUTRAL MESSAGES
HINA MANZOOR
HS 304,BCE
SPRING SEMESTER 2020
TYPES OF POSITIVE MESSAGES

• Request Messages:
 Simple request for information or action

• Replies to customers
• Explanations to coworkers
• Instructions
• Direct claims and complaints
CHANNELS USED
• E-mails
• Memos
• Letters
• Social media networks
• Blogs
• IM and text messages
REQUEST MESSAGES
CREATING REQUEST MESSAGES

Opening (main idea Body (provide Close (end with

first) details and explain appreciation and a
your purpose) call for action)

• Ask question or • Express questions • State specifically,

issue in a polite in numbered or but courteously,
command bulleted form what action is to
• Avoid long • Use open-ended be taken.
explanations questions instead • Set an end date,
preceding the of yes-or-no if one is
main idea questions significant.
• Suggest reader Provide a logical
benefits, if reason for the end
possible date
“BEFORE”
To : Hina Manzoor, hinam@ned
From : Rudolph , Rudolph@yahoo.com
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 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-mails is for business only. Employees must be told
that we reserve the right to monitor all messages. No picture or attachment 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

To
“AFTER”
:Hina Manzoor, hinam@ned
From : Rudolph , Rudolph@yahoo.com

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.
RESPONDING TO REQUESTS

Opening Body Closing

• Open directly • Explain the • Offer a

• Deliver the subject logically concluding
information the • Use the lists, thought,
reader wants heading, perhaps,
• When boldfaces, referring to the
announcing italics, or other information or
good news, do graphic, devices action
so promptly to improve requested
readability • Avoid cliché
• Promote your endings
products and • Be cordial
your
organization to
customers
  BE POSITIVE
 BE TRANSPARENT
 BE HONEST
 BE TIMELY
RESPONDING TO CUSTOMERS BE HELPFUL
Direct Claims and Complaints

Opening Body Closing

• Explain • Explain the • End courteously

immediately what problem and justify with a tone that
you want done your request promotes goodwill
• State the remedy • Provide details • Request specific
briefly when it is objectively and action, including
obvious concisely end date, if
• Explain your goal • Be organized and appropriate
when the remedy is coherent. Don’t
not obvious ramble
• Avoid becoming
angry or trying to
fix blame
• Include names and
dates with previous
actions
 ADJUSTMENT MESSAGES
Opening Body Closing

• When approving a • Win back their • Show appreciation

customer’s claim, confidence that customer wrote
announce the good • Explain what went • Consider expressing
news(adjustment) wrong confidence that the
immediately. • Apologize, be problem has been
• Avoid sounding careful in admitting resolved
grudging or responsibility • Thank the customer
reluctant • Check for for past business
correctness (legal • Refer to your desire
issue) to be of service
• Explaining how
diligently your
organization works
to avoid mistakes
• Avoid negative
language
• Avoid blaming
customers – even if
they are at fault
• Avoid blaming
anyone in your
organization
NEGATIVE MESSAGES
GOAL IN CONVEYING
UNFAVORABLE NEWS
• Explaining clearly and completely
• Projecting a professional image
• Conveying empathy and sensitivity
• Being fair
• Maintaining friendly relations
AVOIDING LEGAL LIABILITY IN
CONVEYING NEGATIVE NEWS
• Abusive language – including abusive language on
social networking sites such as Facebook and Twitter
• Careless language – statements that are potentially
damaging or subject to misinterpretation
• The good-guy syndrome – dangerous statements
that ease your conscience or make you look good
PROVIDING NEGATIVE NEWS STRATEGIES
Direct strategy Indirect Strategy
Buffer
Bad News

Reasons

Reasons
Bad news

Pleasant
close Pleasant close
WHEN TO USE
DIRECT STRATEGY
• When the bad news is not
damaging
• When receiver may
overlook the bad news
• When the organizations or
receiver prefers directness
• When firmness is necessary
INDIRECT STRATEGY
• When the bad news is
personally upsetting
• When the bad news will provoke
a hostile reaction
• When the bad news threatens
the customer relationship
• When the bad news is
unexpected
 WHAT IS BUFFER?
• A device to reduce shock or pain
• A neutral, but meaningful statement that makes the reader
continue reading
• A concise, relevant first paragraph providing a natural transition
to the explanation that follows
PRESENTING THE REASON FOR THE
NEGATIVE NEWS
• Explain the reasons leading up to the no clearly
• Cite reader benefits or benefits to others, if plausible
• Explain the rationale behind your company’s policy
• Choose positive words to keep the reader in a
receptive mood
• Show fairness and serious intent
CLOSING PLEASANTLY
• Forward look – anticipate future relations or business
• Alternative– give follow – through advice or offer an
alternative, if available
• Good wishes – express sincere feelings, e.g. Thank the reader,
if applicable
• Freebies – send a coupon, sample, or gift, if available, to
restore confidence
• Resale or sales promotion – invite the reader to consider your
other products or services
APOLOGIZING EFFECTIVELY IN THE
DIGITAL AGE: THE 5RS
• Recognition – acknowledge the specific offense
• Responsibility – be personally accountable
• Remorse – embrace “I apologize” and “I’m sorry”
• Restitution – explain what exactly you will do
about it.
• Repeating- promise it won’t happen again and
mean it
SAY NO TO TYPICAL REQUEST AND
CLAIMS
• Request for favors, money, information, and action
• Invitation
• Claims from disappointed customers
• Serious problem with orders
• Rate increase and price hikes
• Credit refusals
DEALING WITH UNHAPPY CUSTOMERS IN
PRINT AND ONLINE
• Call or e-mail the individual or reply to his or her online post
within 24 hours
• Describe the problem and apologize

Explain the following:

• Why the problem occurred
• How you will prevent it from happening again
Promote goodwill by following up with a message that documents
the phone call or acknowledge the online exchange of posts
RESPONDING BY E-MAIL AND IN HARD
COPY
Written messages are important in these situations:
• When you cannot reach the customer personally
• When you need to establish a record of the incident
• When you wish to confirm follow-up procedures
• When you want to promote good relations
WHY CONSUMERS COMPLAIN ONLINE

• Customers may receive faster responses to tweets than

to customers service calls
• Griping in public may help other consumers avoid the
same problems
• Public complaints can improve the complainer’s
leverage in solving a problem
• Sending a 140-character tweet is much easier than
writing a complaint e-mail
MANAGING NEGATIVE NEWS ONLINE

What smart businesses do:

• Recognize social networks as an important communication
channel
• Become proactive and join the fun
• Monitor and embrace comments
ANNOUNCING BAD NEWS TO EMPLOYEE
AND THE PUBLIC
• When in a crisis, communicate it openly
• Explain the organization’s side of the story honestly and
promptly
• Management may want to deliver bad news personally
• Organizations deliver bad news through multiple channels, print
and digital
 PERSUASSION
A “SYMBOLIC PROCESS IN WHICH COMMUNICATORS TRY TO CONVINCE
OTHER PEOPLE TO CHANGE THEIR ATTITUDES OR BEHAVIORS
REGARDING AN ISSUE THROUGH THE TRANSMISSION OF A
MESSAGE IN AN ATMOSPHERE OF FREE CHOICE”
(RICHARD M. PERLOFF)
EFFECTIVE PERSUASION TECHNIQUES

• Establishing credibility
• Making a reasonable, specific request
• Tying facts to benefits
• Recognizing the power of loss
• Expecting and overcoming resistance
• Sharing solutions and compromising
PERSUADE WITH AIDA

A • Gaining Attention

I • Building Interest

D • Eliciting Desire

A • Motivate Action
AIDA FOR REQUEST, CLAIMS, AND
COMPLAINTS
Gain Attention

• Use the indirect strategy rather than blurting out the

request immediately
• Begin with a problem description, unexpected
statement, reader benefit, compliment, related facts,
or stimulating question to grab attention
AIDA FOR REQUEST, CLAIMS, AND
COMPLAINTS
Build Interest
• Convince that your request is reasonable
• Develop interest by using facts, statistics, examples, testimonials, and specific
details
• Establish credibility by explaining your background and expertise
• Support your request by tying facts to direct benefits (increased profits, more
efficient operations, better customer relations, saving money, returned favor)
or indirect benefits (improving the community, giving back to the professions,
helping the environment).
• In claims and complaints, be objective but prove the validity of your request.
AIDA FOR REQUEST, CLAIMS, AND
COMPLAINTS
Elicit Desire and Reduce Resistance
• Anticipate objections to your request by using
What if? Scenarios and provide compelling
counterarguments.
• Demonstrate credibility and competence
• In claims and complaints, use a moderate,
unemotional tone
AIDA FOR REQUEST, CLAIMS, AND
COMPLAINTS
Motivate Action

• Make a precise request that spells out exactly what

you want done
• Add a deadline date if necessary
• Repeat a key benefit, provide additional details, or
offer an incentive. Express appreciation
• Be confident without seeming pushy
PERSUASIVE SALES MESSAGES IN
PRINT & ONLINE
CREATING PERSUASIVE SALES MESSAGES
IN PRINT AND ONLINE
Prewrite: Analyze your product or service
• What makes it special?
• What central points should you emphasize?
• How does it compare with the competition?
Prewrite: Profile your audience
• How will this product or service benefit your audience?
• What do you want the audience to do?
• Increase the response rate by targeting your audience through
selected database mailing lists
AIDA FOR PERSUASIVE SALES MESSAGES
IN PRINT AND ONLINE
Gain attention:
• Describe a product feature, present testimonials, make a
starting statement, or show the reader in an action setting
• Offer something valuable, promise a significant result, or
describe a product feature
• Suggest a solution to a problem, offer a relevant anecdote,
use the receiver’s name, or mention a meaningful current
event
AIDA FOR PERSUASIVE SALES MESSAGES
IN PRINT AND ONLINE
Build Interest:
• Describe the product in terms of what it does for the reader:
• show how the product or service saves or makes money,
• reduces effort,
• improves health,
• produces pleasure, or
• boosts status
AIDA FOR PERSUASIVE SALES MESSAGES
IN PRINT AND ONLINE
Elicit Desire, Reduce Resistance
• Counter anticipated reluctance with attractive warranties,
trial offers, free samples, money-back guarantees, or
testimonials.
• Build credibility with results of performance test, polls, or
awards
• If price is not a selling feature , describe it in small units,
show it as savings, or tell how it compares favorably with
the competition
AIDA FOR PERSUASIVE SALES MESSAGES
IN PRINT AND ONLINE
Motivate action
• Close by repeating a central selling point and with
clear instructions for easy action
• Prompt the reader to act immediately with a gift,
incentive, limited offer, or deadline
• Put the strongest motivator in a postscript
• Make it easy to respond
• In e-mails, include an opportunity to opt out
EMAIL SALES MESSAGES
WRITING SUCCESSFUL
E-MAIL SALES MESSAGES
• Craft a catchy subject line
• Keep the main information “above the fold”
• Make the messages short, conversational, and focused.
• Convey urgency
• Sprinkle testimonials throughout the copy
• Provide a means for opting out
 ANNOUNCE THE IMPORTANT INFORMATION TO THE MEDIA, TRADITIONAL OR DIGITAL
SUCH AS: NEW PRODUCTS, MANAGEMENT CHANGES, NEW FACILITIES, SPONSORSHIPS,
COMMUNITY PROJECTS, AWARDS GIVEN OR RECEIVED, JOINT VENTURES, DONATION, OR
SEMINARS AND DEMONSTRATIONS.

PRESS RELEASE
DEVELOPING PERSUASIVE
PRESS RELEASES
Open with an attention-getting lead or a summary of the important facts.

Include answers to the five Ws and one H (Who, What, When, Where, Why, and How) in the
article – but not all in the first sentence

Appeal to the audience of the target media. Emphasize reader benefits written in the style
of the focus publications or newscast

Present the most important information early, followed by supporting information

Insert intriguing and informative quotations of chief decisions makers to lend the news
release credibility

Make the document readable and visually appealing

Look and sound credible – no typos, no imaginative spelling or punctuations, no factual

errors
TASK 1

• Write an offering letter / quotation by email to me as your

prospect customers
• Submit by email meidiahna@ciputra.ac.id
• By today, 15 Jan 2016, 9pm
• The ‘subject’ will also be evaluated
• After the subject, use bracket write down your name and NIM)
“Subject” (Name & NIM)
TASK 2

• Write a negative message

• Informing your customer that his/her request can not be
fulfilled due to certain problems
• Submit by email to meidiahna@ciputra.ac.id 16 Jan 2016,
9pm
• The ‘subject’ will also be evaluate
• After the subject, use bracket write down your name and NIM)
“Subject” (Name & NIM)