Finals - Corporate Communication
CHAPTER 9
LESSON 1:
WRITING BAD-NEWS LETTERS
Lesson 1: Writing Bad-News Letters
In all businesses, things sometimes go wrong:
1. goods not delivered,
2. a product did not function,
3. service is poor, and others.
Delivering bad news, though not easy, can be gratifying if
done effectively.
Using the Indirect pattern of revealing bad news, break
the news to make it a little easy to accept.
The Indirect pattern consists of four parts: 1) the buffer, 2)
the reason, 3) the bad news, and 4) the close.
1. Buffer - Open with a neutral but meaningful
statement without revealing the bad news.
2. Reason - Explain the causes of bad news before
disclosing it.
3. Bad News - Reveal the bad news but don’t
emphasize.
4. Close- End with a personalized, forward looking,
pleasant statement. Avoid referring to the bad
news.
Indirect pattern for bad news
Buffering an Opening
By using
 compliments such as receiver’s accomplishments,
organization, or efforts, best news (the part of the
message that represents the best news),
 appreciation (thanks to the receiver for doing
business, providing feedback and the likes),
 agreement (a relevant statement where both parties
may agree),
 facts (dropping of customers for about 15%),
 understanding (show care, concern), and
 an apology (for poor service, for the delay of
shipping).
Presenting the Reason
When reasons for denial or rejection are given,
 the feelings of ill-will are reduced, and
 the possibility of acceptance is great.
This can be attained through
 citing benefits for the receiver or for others,
 explaining a company policy,
 choosing positive words instead of using cannot
claim, denied, failure, fault, etc., and
 showing that the matter was treated fairly and
seriously.
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Closing Pleasantly
Close the message with a cheerful statement that
promotes goodwill such as a forward look, an option,
a good wish, freebies, etc.
LESSON 2:
PUBLIC RELATIONS LETTERS
Lesson 2: Public Relations Letter
 Excellent PR starts with a good campaign.
 The PR campaign should highlight how the
company takes care of its customers, good
services and social responsibility.
 The ability to write easily, logically, and
concisely is essential for public relations.
 The objective of most PR writing is to catch
readers’ attention, send information quickly, and
invite the media to cover the story.
Inverted Pyramid Style
 The most important and relevant information at
the top, followed by gradually less important
information.
 The headline at the first sentence are the two
most important parts of a press release.
 They must be compelling enough to draw in the
editor or reporter.
1. Most Important - Intro captures the main
point
2. Next most important - Body lists additional
facts in order of importance
3. Least important - Tail lists minor points
The Five Ws
Include the five Ws in your first paragraph, ideally in
the first sentence:
a. Who? The main focus of your story; a person or
group at the center of the story
b. What? The event or project with which your
organization is involved
c. Where? The location of the event, including a
street address
d. When? The time, day and date of an event, or the
time period involved for a person or project
e. Why? The reason the event, person, or project is
significant to the general public
In subsequent paragraphs, provide details
about the event or project, or describe how the
person or group achieved something
extraordinary.
Press Release
Finals - Corporate Communication

You must remember to cover the basics. Introduction Letter An introduction letter or letter
A press release must always tell who, what, where, when, of introduction is written to
and why. introduce a person to a
The outline for press release: business partner. It should not
 First, open with a strong headline to grab the be written as a standard
reader’s attention. This is essential to keeping the business letter or
reader’s interest as they read through the details personal letter and should not
section of the release that follows. normally exceed one page.
 Second, stick to the facts. Also, when giving the Usually, it begins with a brief
details of press release, be sure to illustrate the background of a person being
story to your reader. Use real-life examples that introduced and ends with a
they will be able to relate to or visualize. positive note.
 Try to make it relevant. Keep in mind what’s Acceptance Letter An affirmative response to an
going on with social issues and current events invitation or offer
 Finally, be concise and grammatically correct. Regret Letter  conveys unfavorable
 Avoid adding extra words that distract from the response
true meaning of your press release.  serves as a last effort to
 Don’t include cliches and jargon that may not be ask for forgiveness in
understood by the general reader. order to maintain a
 Make sure that you have permission to use any positive relationship.
quotes or inside information.  is a complicated task that
 Be sure to check your release for punctuation and requires personal
grammatical errors. reflection and insights
 Take a look at some other press releases to make  should also contain
sure that you have followed the proper format. communication that
settles or acknowledges
Social Business Letters an understanding of the
 Similar to public relations writing, social readers’ point of view.
business writing does not endorse direct business. Congratulations Letter  is written for a variety
But a smart businessperson will recognize the of business and
writing of a letter of congratulations or personal affairs
appreciation as a useful chance to build goodwill.  pays tribute to one’s
 The occasions that call for social business letters ; achievement or victory.
Such letters may express congratulations,  should be short and to
sympathy, thanks, or may convey an invitation or the point, but genuine,
announcement. heartfelt, and believable
 These messages may be extended to: Condolence Letter  Expresses woe over
friends, somebody’s misfortune
 personal acquaintances, such as death.
 co-workers and employees,  In a business situation,
 business associates and it should be direct,
 persons who are unknown to the writer but who short, and sincere.
represent potential customers (Geffner, 2007).  These letters are also
 Usually, social business letters are written on sometimes referred to
smaller stationary than with letterhead. as sympathy letters, or
 Some are handwritten or formally engraved, letters of sympathy
rather than typed.
Appreciation Letter  is written to express the
 As additional personalized touch, the salutation
sender’s gratitude or
in a social business letter can be followed by a
appreciation to
comma instead of a colon.
someone who has given
 Social business letters demonstrate goodwill.
a favor or support.
 Some examples of social business letters include
 It also usually given
the introduction letters, invitation letters,
when someone gives a
acceptance letters, regret letters, congratulations
gift or sum of money
letters, condolence letters, appreciation letters,
after events such as
welcome letters and farewell letters.
graduations, birthdays,
and other types of
celebrations.
Welcome Letter To show kindness and
formality, a company
manager or human resource

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Finals - Corporate Communication

manager normally writes a Common techniques for Desire include before and after
welcome letter to a new photos, which is used by cleaning products, orthodontists,
employee. and anyone else seeking to positively change lives.
 shows willingness of Action
the organization to The next step is to persuade prospects that they should take
accept new breed immediate action.
employees. If you were selling in person, this is the stage where you
Farewell Letter  announces departure would ask for the sale. Advertisers might create a sense of
 must be kept short and urgency by offering the deal for a limited time or by
straight to the point including a special bonus to those who act fast.
 the sender could recall
one or more of the good PERSUASIVE RESUME
times they have had Résumé is not just a list of qualifications. It actually
together packages the applicant’s assets into a convincing
 Normally, it is prepared advertisement for a particular job. Its major objective is to
by someone who leaves win an interview. The résumé styles such as chronological,
a job and wants to say functional, and combination should suit the qualifications
goodbye to an and career goal of the applicant.
organization. It ends
with a positive note. A resume is a summary of personal and professional
experiences, skills, and education history. Its main
Memos are for sending purpose is to show off the best self to potential hirers.
 project updates, directives and other types of
messages to co-workers or employees
 Its main purposes are to inform the reader, record CHRONOLOGICAL RESUME
an agreement, deliver information and enable some It is the most popular résumé style since it quickly shows
type of action. the applicant’s education and work experience records. It
lists work history job by starting from the most recent to
CHAPTER 10: the very first position handled. This type of résumé works
WRITING PERSUASIVE MESSAGES for candidates who have work experience/s and who have
steady career since it highlights on past employment.
Persuasion is the ability to convince others to
accept your point of view. It is an honest, organized FUNCTIONAL RESUME
presentation of information on which a person may The functional résumé focuses or highlights the candidate’s
choose or act. skills more than the past employment. It groups skills and
accomplishments in categories such as Skills and Abilities
FOUR BASIC STEPS OF PERSUASIVE WRITING e.g. Writing Skills, Marketing Skills, and Education and
The AIDA steps are: Training .This functional résumé is useful for newly
A – Get the receiver’s attention. graduates.
I – Introduce the product, service or idea and arouse
interest in it. CHAPTER 11:
D – Create desire by presenting convincing evidence of the THE BUSINESS REPORT
value of the product, service or idea. LESSON 1: TYPES OF BUSINESS REPORT
A – Encourage action.
Salvatore Iacone (1985) gives the different uses of a written
Attention report.
As the name implies, is all about creating brand awareness. 1. Analyze facts and other relevant data to provide
To create adequate attention, it’s necessary to be thorough basis for decision.
when it comes to audience research. 2. Present the results of an experiment or findings of
This stage of the formula is about discovering your an investigation.
audience’s passions and problems. 3. Measure the progress of development of a project
or task
Interest
4. Describe a process or a method.
In order for your advertising or marketing message to
5. Provide the history or background of an issue , a
succeed in keeping your prospects engaged, you must give
project a procedure or a talk.
them a reason.
6. Initiate an investigation.
Desire
7. Suggest a solution for a new or ongoing problem.
The Desire stage is where you show your prospects exactly
8. Recommend changes or measure the
how your offerings can solve their problems.
improvement of an existing system, material or
Here is where you will explain the features of your product
procedure or background of an issue, a project a
or service and all the related benefits. You should then
procedure or a talk.
illustrate how the benefits will fulfill your prospects’ needs.
9. Recommend action.

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Finals - Corporate Communication
10. Transmit creative ideas
11. Evaluate a proposal.
12. Record information for future use.
Kinds of Business Report
Fact-Finding Report
 Traces the historical background of a certain
issue of a problem
 Factual data are presented without analytical
remarks, conclusions and recommendations.
 The purpose of this report is to supply the reader
pertinent details about an issue, a problem or a
procedure.
Analytical Report
 Presents first the data and facts of a particular
problem, issue or event then evaluates.
 The reporter may conduct further studies,
interpretation and analysis on them.
 Later on, he can motivate action or propose a
solution to the problems.
Performance Report
 This is intended to evaluate the potentials and
capabilities of an individual, a product, an
activity or service rendered.
 A performance report is a document that a
company creates to define and measure its overall
success. It provides an overview of how the
business is performing. To do this, performance
reports mainly collects specific work
performance data, analyze it, and provide
suggestions to help in making decisions.
Progress or Status Report
 It tells and describes the present or on-going
situation and development concerning work on a
specific project, a problem or an activity.
Example: the report of a project engineer who visits a
construction site to find out how much work has been done
by his workers or what they have accomplished for a given
period of time.
Feasibility Report
 This report evaluates the merits and demerits of
pursuing a business project, goal or activity.
 aims to determine the practicality, strengths and
weaknesses of a proposed project
Example: a person who wants to put up a business
particularly a garment factory. Before he can put up this
business, he has to know the chance of gaining profits if
going into it and consider all aspects of the business.
Problem Solving Report
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 the reporter identifies the nature and the cause of
the problem. After knowing them, he offers
possible solution for it.
Sales Report
This shows the daily, weekly, monthly, or annual sales
figures of the company and in many examinations of the
present market conditions.
It shows the income derived from the products being sold
or the service rendered.
Marketing Report
This presents analysis and discussion of the capacity and
potentiality of commodities sold or the services rendered.
Hence, a reporter must be equipped with a thorough
knowledge of the product and the service offered by the
concerned company to enable him to formulate an
effective marketing strategy.
Audit Report
This takes into account the basic financial statements
which consist of balance sheet, the statement of income
and retained earnings and the statement of changes in
financial position.
This report deals with figures. The objective of the audit
report is to check whether or not the financial statement is
in accordance with the generally accepted accounting
principles. After examining it closely, the writer can
express his opinions and remarks. This is usually prepared
by a certified accountant.
The Business Reporter
The qualities of an ideal business reporter may be
presented by the REPORTER.
R – Resourceful
E – Energetic
P – Patient
O – Observant
R – Responsible
T – Trustworthy
E – Evaluative
R –Responsive
CHAPTER 11:
LESSON 2: REPORT WRITING
Fundamentals of Writing
1. The K-I-S-S Principle.
KISS is an acronym for KEEP IT SHORT AND SIMPLE
2. Quoting, Paraphrasing, Summarizing.
Direct quotation is a verbatim copy of another author’s
words. When quoting materials from a source, maintain the
punctuation and spelling of the original material. If an
omission is to be done, use ellipses points (. . .).
Sample Direct Quote:
Drug abuse which may be defined as the “use of any drug
legal or illegal substances in ways you shouldn’t”
(Ronquillo, 1990) is indeed a serious social problem
Finals - Corporate Communication
Paraphrasing is putting the ideas of another author in
your own words.
Sample Paraphrase:
Managers of LPU are generally satisfied with how the
annual reports matched rhetorical components of their
annual report with the audience’s informational needs and
demographic backgrounds of the targeted audiences. In that
study, the respondent managers gave the highest overall
rating to report style with 40% rating it excellent.
A positive marks with 99% of the managers granting these
with excellent, good, and fair ratings(Sanders, 2012).
Paraphrase is a full length explanation of the meaning of
the subject being tackled. The word paraphrase comes from
Greek words para (beyond) and phrase (tell).
For a good paraphrase, follow these guidelines.
1. Get the basic or principal point of the passage by reading
it many times.
2. Know the meaning of the difficult expressions with the
help of contextual clues and dictionary.
3. Retain the original thought of the author by including all
the important details and by preserving the tone and form
of the existing sentences.
4. Avoid giving comments.
A summary is the condensation of information from
another author.
Sample Summary:
According to Sanders (2012), managers are generally
satisfied with how the annual reports matched rhetorical
components of their annual reports with the audience’s
informational needs and demographic backgrounds of the
targeted audiences.
Summarizing (or précis writing) is an act of producing
shortened version of a longer body of information:
The guidelines in summarizing:
1. Choose a material with an average or moderate length. It
is hard to summarize a very short material.
2. Be familiar with the terms, phrases , devices and
organizational patterns used by the author.
3. Write concisely. The ideal length of a summary is 1/3 of
the original.
4. Retain the mood, tone and organizational pattern of the
material.
5 Stick to the exact meaning of the author. Comments and
interpretations have no place in a summary.
6. Use your own words in writing the summary.
7. Present the summary in good English and in an
intelligible way
3. Use of Graphic Organizers.
Graphic aids convert textual materials into tabular or
pictorial form. It significantly enhances reader
comprehension and the use of information in the
documents. Graphic aids increase the overall functionality
and effectiveness of the document and its message.
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4. Documentation and Citation. Documentation is the
formal acknowledgement of the sources of data or
information.
The Parenthetical Documentation or In-text Citation is
perhaps the most widely used form of internal citation. It
includes the last name of the author, the date of publication
placed within parenthesis.
Sample of the In-text Citation:
 The persuasiveness of advertising is a central
element in any marketing strategy (Bovee &
Arens, 2000).
 Bovee and Arens (2000) confirm the
persuasiveness of advertising in their own
studies.
Chapter 12:
Job Interview
Interview
 a formal meeting in person, for the assessment of
the qualifications of an applicant.
 the applicant’s opportunity to present himself to
the company and at the same time allowing the
company to be known.
 a formal discussion between a hirer and an
applicant, in which information is exchanged,
with the intention of establishing the applicant’s
suitability for a position.
 to elicit facts of statements from the interviewee.
Companies conduct various types of interviews before
hiring a new employee.
1. Screening interview
2. In-depth interview
3. On-site interview
4. Stress interview
Opening Formalities:
 Greet the interviewer
 Wait to be asked to take a seat.
 Be conscious of nonverbal messages.
 Maintain an eye contact and body gestures
showing confidence.
Here are suggestions for an on-site interview:
1) Arrive at the interview site well ahead of time
2) Dress up professionally
3) Gather as much information as possible about the
company
4) Prepare some possible answers to common questions
given during interview and at least 2 or 3 important
questions to ask.
Finals - Corporate Communication
Information Exchange
 Present your qualifications.
 Be ready to answer standard interview questions.
 Display a professional attitude.
 Be prepared to discuss salary and benefits.
 Avoid the ten (10) mistakes made in job
interviews.
Avoid these ten (10) mistakes made in job interviews
1. Saying, “This is My Dream Job,” Even if its true, 69% of
recruiters will brush that off as an insincere cliché. Ban the
bogus phrase “I’m a team player” from your vocabulary as
well, and come up with your own way of describing how
much you rock.
2. Trashing Your Old Boss.
Even if your old supervisor makes himself the smartest
person alive, you’ll be the one who looks bad if you
discredit him or your former company. Ninety-five percent
of recruiters agree that when you talk smack in an
interview, it sticks with you.
3. Asking About Vacation Days. Note that 69% of
recruiters agree that the interview is a bad time to start
asking when you can take time off from the job you don’t
even have.
4. Drinking Water or Coffee. Sipping anything (even water)
is looked down on by 79% of recruiters. Quench your thirst
and get your caffeine fix before you walk in the office.
5. Looking Hot. Ninety-five percent of recruiters say that
dressing too sexy is a major turn-off.
6. Talking About Salary. Money is no doubt on your mind
when you’re searching for a new job. However, only 15%
of recruiters think the interview is a good time to talk about
money. So unless the interviewer brings it up, wait until the
offer is on the table before you discuss.
7. Playing It Too Cool. Having chemistry with your future
boss is essential in facing the interview, but that doesn’t
mean you should let your guard down. Talking to an
interviewer as you would to one of your friends is a major
no-no for 83% of recruiters.
8. Wearing Jeans. No matter how lax the dress code is in
the office, you’ll get the once-over if you walk in wearing
denim. Ninety-five percent of recruiters expect you to wear
a more formal style for the interview. You can’t go wrong
with a simple black skirt and a cute jacket.
9. Not Turning Off Your Cell. An unexpected call or text
message could kill your chance of moving up in your
career. Job Interviews don’t begin with cheesy warnings to
silence your phone. Just the same, this little slip-up will
make a staggering 91% of recruiters forget everything
about ever hiring you.
10. Coming Late. Ninety-one percent (91%) still consider
not being on time to an interview a major no-no.
Interview is one of the forms of dyadic communication. Of
all the forms of dyadic communications, interview is the
most purposive, least intimate and the most formal.
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OBJECTIVE OF A JOB INTERVIEW:
EMPLOYMENT SCREENING - Most of the employers
or hiring personnel want a closer picture of the person
whom they will be taking in.
 It is normal to be nervous but there are ways of
reducing this interview fear.
 The best way to fight nervousness is to be well-
prepared for the interview.
BEFORE THE INTERVIEW- Have the right mindset.
Remember that the primary goal of the interviewer is to
learn whether you have the skills, trainings, experiences
and interest necessary to fulfill the requirements of the
position.
 RESEARCH
 Gather information about the company you are
applying to.
 Find out specifically about the company's leaders,
its mission and vision or business philosophy, its
products, services or customers and its
competition. Based on this, think about your
goals, strengths and weaknesses
DURING THE INTERVIEW
 Arrive early and present yourself well.
 Introduce yourself to the office staff and say why
you are there.
 Complete forms neatly and quietly.
 Greet the interviewer confidently.
 Try your best to seem at ease.
 Listen carefully to what he or she says.
 SMILE
 HAVE EYE CONTACT, AND CONTROL
YOUR BODY MOVEMENTS
 Sit erect leaning forward slightly. Keep your feet
on the floor.
 Sound enthusiastic, interested and sincere.
 BE CLEAR.
 Answer questions clearly and briefly.
1. BE HONEST.
2. LISTEN TO THE INTERVIEWER.
3. THINK BEFORE YOU SPEAK. AVOID SAYING
THOSE GAP FILLERS LIKE UHMS, YOU KNOW, etc.
4. END ON A POSITIVE NOTE
KNOW THE TYPICAL QUESTIONS ASKED
Here are samples collated from various sources.
TELL ME ABOUT YOURSELF:
 Start with your name.
 Education (make it short)
 Focus on the skills, trainings, experiences
PREPARE YOUR OWN QUESTIONS
 Finals - Corporate Communication

 Interviewers typically ask the applicant if he/she has any

questions. Take the opportunity to ask about your duties,
number of working hours., etc.
 WAIT FOR THE INTERVIEWER TO OFFICIALLY
SIGNALTHE END OF THE INTERVIEW.
 Thank the interviewer for considering you.
 PRACTICE, PRACTICE, PRACTICE

OTHER REMINDERS
 AVOID UNNECESSARY STORIES.
 The interview in the workplace is about business and job-
related matters.

Dressing for Interviews

 Before you say a single word to the interviewer,
you have already made an impression based on
how you’re dressed.
 The guidelines given here are commonly
accepted as appropriate for interviews.
 Make-up and nail polish should be understated
and flattering; shades that are neutral to your skin
tone are generally advisable. Avoid bright or
unusual colors or very long nails.
 Keep your jewelry and hair accessories to a
minimum, and stick to those that are not flashy,
distracting, or shiny. One ring per hand is best.
 Shoes should be conservative and fairly low-
heeled. Don’t wear shoes with an open toe or
back.
 Dress in a manner that is professionally
appropriate to the position for which you are
applying. It is rarely appropriate to “dress down”
for an interview, regardless of company dress
code policy.
 Your clothing should always be neat, clean, and
pressed.
 Don’t wear too much perfume: you don’t want to
smell overpowering or worse, cause an allergic
reaction.
 Make sure you have fresh breath. Brush your
teeth before you leave for the interview, and
don’t eat or smoke before the interview.
 Your hair should be neat, clean, and
conservatively styled.