Communication in Business

International Edition 8th Edition Ober

Solutions Manual
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 CHAPT ER

Positive, Neutral, and Social 7

Business Messages

Student Learning Objectives

• Describe positive and neutral messages.
• Describe the four specific guidelines for using the direct plan.
• Distinguish between poor and good positive and neutral messages.
• Prepare effective positive and neutral messages for a variety of purposes using the direct
plan.
• Compose the six common types of social business messages.
• Describe the criteria for selecting the style for a social business message.

TEACHING OUTLINE
Introductory Points
• Positive or neutral messages communicate pleasant, favorable, or neutral information to
the receiver.
• The receiver easily accepts the positive or neutral message.
• Claim letters are written as positive messages so that the claim information can be given
early in the letter.
• Receivers should view claim messages as opportunities to improve products or services.
• Social business messages communicate concern and interest.
• Although the message may cause the receiver to have a favorable impression of the
sender, the purpose of social business messages is to generate goodwill, not sell
products/services.

I. USE THE DIRECT PLAN FOR POSITIVE AND NEUTRAL MESSAGES

A. Direct Plan Gives Positive or Neutral Information Quickly
B. Advantages of Direct Plan
1. Increases chance that receiver will read entire message.

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 Instructor’s Manual for Communications in Business, 8e

2. Places receiver in positive frame of mind.

II. HOW TO USE THE DIRECT PLAN
A. Determining Content
1. Analyze situation.
2. Determine communication purposes.
B. Opening
1. Begin with main idea of message.
2. Present positive information in a subject line or in the first paragraph.
C. Explanation
1. Present all relevant facts in second part of message.
2. Present facts objectively.
3. Present facts concisely but completely.
D. Sales Appeal
1. Is optional, depending on message.
2. Should follow explanation.
3. Should be personalized and positive.
4. Encourages immediate action.
E. Friendly Close
1. Primary purpose is to build goodwill.
2. Is short and avoids clichés.
3. Can express appreciation.
III. UNSOLICITED POSITIVE AND NEUTRAL MESSAGES
A. Initiated by the Writer
B. Used in Both Internal and External Writing Situations
C. Determine Appropriate Content
1. Analyze receiver and situation.
2. Choose content that will be most effective.
D. Open with the Positive Information
1. Give immediately.
2. Present in positive manner.
3. Use you−viewpoint.
E. Provide an Explanation
1. Present objectively.
2. Present positively.
3. Present completely.
F. Consider a Sales Appeal
1. Use sales appeal if you wish additional business from receiver.
2. Write in you−viewpoint.
3. Display as a separate paragraph or include with friendly close.
G. End Your Letter with a Friendly Close
1. Build goodwill.
2. Use positive tone; keep close short.
IV. REQUESTS FOR INFORMATION OR ACTION
A. Usually Ask for a Response
B. Use Direct Plan

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Chapter 7 Positive, Neutral and Social Business Messages

C. Open with the Request and Possibly the Reason for It

D. Include Enough Information for the Receiver to Reply Intelligently and Completely
E. Consider Using a List to Assist Receiver in Replying
F. May Be About Products, Services, or People
G. Ask Only Relevant Questions and Assure Confidentiality When Requesting Information about
People
V. REQUEST APPROVALS
A. Businesses Approve Most Requests
B. Correct Handling Builds Goodwill
C. Stress Positive Information When Approving Requests
VI. CLAIMS
A. Many Types of Claims Exist
B. Use Direct Plan to Write Claim Letters
C. Open by Saying that a Problem Exists
D. State the Facts
E. Provide Documentation if it Exists
F. Specify a Remedy
G. Encourage Prompt Action Without Making a Threat
VII. CLAIM ADJUSTMENTS
A. Build Goodwill with Prompt Response
B. Begin Letter with Positive Information
C. Regain Customer’s Confidence with Explanation
D. Avoid Ending with Apology
VIII. SOCIAL BUSINESS MESSAGES
A. Be Sincere; focus on receiver and receiver’s feelings.
B. Send messages within three days of learning of occasion.
C. Congratulations
1. May be keyed/printed, handwritten, or in printed card form.
2. Sent to organizations and to individuals.
3. Written using direct approach.
D. Condolence
1. Expresses care and concern; helps ease receiver’s emotional pain.
2. May be handwritten, keyed/printed, or in printed card form. Handwritten messages are
most personal.
3. Written using direct approach.
E. Appreciation
1. May be sent for one-time favors or longtime thoughtfulness.
2. Written using direct approach.
F. Invitation
1. May be extended for many different occasions.
2. May be handwritten, keyed/printed, or in printed card form.
3. Includes request for reply.
G. Holiday Greeting
1. May be sent for any festive season.
2. Various types of messages may be sent.

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 Instructor’s Manual for Communications in Business, 8e

H. Welcome
1. Builds goodwill for company.
2. May be sent to new employees, new customers, or old customers receiving new services.
3. Should welcome receiver and offer incentives.
IX. STYLE IN SOCIAL BUSINESS MESSAGES
A. Consider Audience and Purpose When Selecting Card, Letter, or E-mail.
B. Consider Message Purpose and Relationship with Receiver When Deciding to be Formal or
Informal.

CLASSROOM STRATEGY
Use the examples in this chapter and samples you bring to class to emphasize the advantages of using the
direct plan for positive, neutral, and social business messages. Stress with your students the importance of
following the four steps detailed in this chapter for constructing messages using the direct plan. By using
these guidelines, students quickly will become more effective communicators. Review with them the
three-step plan for developing business messages, and reinforce the need to analyze their audience and
use the you-viewpoint. Encourage students to put themselves in the place of the reader and write a
message that they would like to receive.

CLASSROOM ACTIVITIES
1. Introduce the direct plan for organizing positive or neutral messages. Have each student write
two advantages and two disadvantages of using the direct plan in organizing positive messages.
Lead a class discussion of these advantages and disadvantages.

2. Assign one of the case problems from the end of the chapter for homework. After homework is sub-
mitted, select several of the letters and project them on a screen. Have the class constructively critique
how well the direct plan is used in each letter.

3. Invite a businessperson or a school administrator to speak to the class about different types of positive
and neutral messages used in his or her organization. At the end of the presentation, have a
question-and-answer session so students learn whether the organization uses any specific type of plan
to present positive and neutral messages.

4. Make transparencies or use another projection method to show students positive, neutral, and
social business messages you have received from businesses and other organizations. Be sure to
use both good and poor examples. Share these with your class, pointing out how each uses or fails
to use the direct plan outline.

5. Discuss e-mail as a vehicle for sending positive, neutral, and social business messages. Use e-mail
you write or receive in conjunction with your work as examples of how the direct plan can be
effective.

6. Divide the class into groups of four. Have each group create an invitation that could be sent to the
alumni of their school inviting them to attend the activities celebrating the school’s 40th
anniversary. Collect the invitations from the groups and share them with the class. Have the class
comment on the strengths and weaknesses of each invitation.

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Chapter 7 Positive, Neutral and Social Business Messages

7. Lead a discussion about the relationship between social business messages and employee morale.
This discussion may include the various situations in which such messages are appropriate.

8. Lead a discussion on how to handle the suicide of a relative of a friend. This is an uncomfortable
situation. Should the incident be ignored? Should you inquire about the details of the death? Should
you openly express sympathy to the friend? What would be the implications if this type of situation
were handled improperly?

SUPPLEMENTARY ACTIVITIES OR CASE PROBLEMS

The following activities may be useful for in-class exercises or for test items.

1. Request
Your garden club is sponsoring a community-wide symposium on wild flowers. Mr. David
Mikulcik, a noted horticulturist, will conduct several of the sessions. You are responsible for
preparing the promotional material about the activities. Write a letter to Mr. Mikulcik requesting
information about his background. The deadline for delivering the brochure to the printer is
approaching. It is important that all necessary data are obtained with this one letter to Mr. Mikulcik.

2. Request
You are vice president of your college’s Future Business Leaders student organization. One of your
responsibilities is to coordinate the organization’s public service activities within your community.
Jeremy Cole is organizing the Special Olympics for the region. He has asked your organization to
provide seven members to assist in judging events. Future Business Leaders normally does not commit
itself to activities that are not directly related to business; however, the Special Olympics is very
important to the community and your organization will receive excellent exposure. You believe that
your organization should participate in this activity. Write Mr. Cole a letter expressing appreciation
for being considered to participate in such a worthwhile event. Tell him that you will have seven
individuals there and can assist with more persons, if necessary.

3. Claim
You are the director of Westside Shopping Mall. This mall was built by Perrin Construction Company
and completed nine months ago. Last week the roof of the mall was damaged by a severe hailstorm.
It is your opinion that the roof should have been sturdy enough to withstand the storm. Insurance on
the building covers this type of claim, but you do not want your premiums to be increased because
the damage appears to be due to poor workmanship on the part of the construction company. Write
Perrin Construction Company a claim letter requesting that the roof be repaired immediately to
avoid further damage to merchandise in the stores.

4. Adjustment
Hermitage Coins of Nashville, Tennessee, conducts most of its business by mail order. Periodically,
customers return coins stating that the coins do not meet their specifications. This is understandable,
since grading of coins is an inexact science. You need to prepare a form letter that could be used in
processing these adjustments. Hermitage is willing to make refunds but would prefer to send customers
replacement coins.

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 Instructor’s Manual for Communications in Business, 8e

5. Unsolicited Positive and Neutral Message

All-Wood Furniture Company makes fine furniture for home use. The company was forced to lay
off 34 employees one year ago due to lack of sales. During the past 60 days, sales have
improved, and warehouse inventories have decreased. This condition has made it possible to recall
the 34 employees effective the first of next month. Write a letter to the employees informing them of
their recall.
6. Congratulations
Charles Greenwell is the accountant for your employer, Purdom Motors. He has recently completed
the requirements for the Certified Public Accountant (CPA) designation. Compose a message con-
gratulating Charles on his accomplishment. Add any necessary details.
7. Condolence
Vickie Toon is executive director of your community’s industrial foundation. She has been trying
for more than six months to get a company to relocate to your community. Yesterday, the company
announced plans to relocate to another city. Vickie is extremely dejected and has said she may
resign. Compose a condolence letter to Vickie that will show your support for her.
8. Appreciation
Mike Yee has been a faithful volunteer with the Needline Program for five years. He has given
freely of his time and energy. Write a letter to Mike thanking him for his contribution.

9. Invitation
You belong to a community service organization that is sponsoring a fish fry to raise money to send
underprivileged children to summer camps. You are responsible for sending personalized invitations
to businesspersons in your community inviting them to the fish fry. Prepare this invitation, adding
necessary details to make it complete.
10. Holiday Greeting
Farmers’ Security Bank wishes to express its appreciation to its customers by presenting them with
carving sets for Thanksgiving. It is your responsibility to compose a letter that a customer can present
in exchange for a carving set. This is the bank’s way of wishing customers a happy Thanksgiving.

11. Welcome
The local Neighbor’s Watch Committee is planning to have a block party next Friday to meet
residents who have recently moved into the neighborhood. The party will be held at the Community
Center on Martin Street at 7:30 PM. Soft drinks and snacks will be available. At 8 PM., a
representative from the local police force will give a presentation on home security. Write a
message welcoming newcomers to the neighborhood and inviting them to attend the party.

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Chapter 7 Positive, Neutral and Social Business Messages

Solutions to Supplementary Activities or Case Problems

1. The letter may begin by referring to the date on which the symposium will be held. It is appropriate
for the letter to state how much material will be included in the brochure. The letter may ask for a
photograph and such information as important recent accomplishments and educational background.
It may be helpful to Mr. Mikulcik if the background and interests of the audience were identified. A
deadline should be set and a self-addressed envelope enclosed.

2. The importance to the community of holding such an activity should be stressed. The organization’s
willingness to support the activity should be shown in obtaining additional volunteers. No mention
should be made of benefits to FBL by participation.

3. Emphasize the necessity for quick action to avoid further damage. No mention needs to be made
about the mall’s insurance coverage. Specific examples of poor workmanship would be helpful.

4. The claim should be approved in the opening sentence. A space should be reserved for inserting the
dollar value of the coins being returned. A convincing explanation would help regain the cus-
tomer’s confidence. A statement that you are in business to please the customer would be appropriate.
The sales appeal should mention an option that the customer may prefer another coin rather than a
refund.

5. Most of the 34 employees will be happy to hear that they are being asked to return to their jobs, so
the letter should begin by informing them of this positive news. The explanation should give the
necessary details of the callback (i.e., pay, shifts, etc.).

6. Students should immediately congratulate Charles on his accomplishment. A statement commenting

on his dedication and hard work to complete this certification is appropriate. They could also note
ways that earning this designation may help Charles professionally, but they should not promise a
raise or promotion. The letter may be written in any format, as long as it is written correctly.

7. The opening should express empathy with Vickie for the company not relocating to your town. The
second paragraph should express appreciation thank Vickie for her efforts to get the company to
relocate to your community. Emphasize that this disappointment should not cause Vickie to resign.
The closing paragraph should encourage her to continue her fine work.

8. An expression of appreciation for Mike’s dedicated service should open the letter. The second
paragraph should contain supporting evidence, such as how important the volunteer work is to the
community. The letter should end by again expressing appreciation for Mike’s long hours of
service. Make sure that the letter contains a date, salutation, complimentary close, and signature
block.

9. An invitation should be extended in the opening paragraph. Details about the purpose of the fish fry
should be included in the second paragraph. The closing paragraph should give details about where
the receiver can send money to make reservations for the fish fry.

10. This letter should be written using the direct approach—expressing appreciation immediately.
Clear instructions must be included in the letter telling customers what they must do to receive their
carving sets and the deadline for obtaining these gifts. Gratitude may be expressed to the customer
for doing business with the bank for the past year. The close should be written in a positive tone.

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 Instructor’s Manual for Communications in Business, 8e

11. Students should welcome the new neighbors in the opening paragraph. The details of the block
party should be given in the second paragraph. The letter should end by letting the new residents
feel that they can become an integral part of the neighborhood.

SOLUTIONS TO END-OF-CHAPTER ACTIVITIES

Questions for Discussion and Review

1. Draw on your experience at work or school. What routine or neutral messages have you sent or
received in the past two weeks? Were these messages presented using the direct plan? Were the.
messages unsolicited, or did they respond to claims or requests [196]

Responses will vary. Ask students to indicate whether the messages were print, electronic, or oral.
This is a good opportunity to remind students that the direct plan applies to oral communication as
well as to written communication.

2. If a writer presents the best news (main idea) in the opening paragraph of a message, why should
the receiver read the rest? [196]
Receiving the good news in the opening paragraph should stimulate the receiver’s interest, put him
or her in a positive frame of mind, and make him or her want to read the details associated with the
message.

3. Name and explain the four sections of the direct plan. [197-199]
The four sections of the direct plan are:
Opening. This section presents the main idea optimistically and provides coherence with the rest of
the message. The section should be concise and focus on receiver benefits.
Explanation. This section provides information related to the main idea. The information should be
presented concisely, completely, and positively. In some messages, the items may be presented in a
list. This format helps both the writer and the receiver.
Sales Appeal. This section is not appropriate in all messages. If it is used, it should aim for quick
action on a personalized alternative.
Friendly Close. The friendly close builds goodwill by expressing appreciation positively and
concisely.

4. Which of the following paragraphs would be more appropriate for the sales appeal of a request
approval? Explain why. [198]
Mr. Williams, I want to invite you to our annual sale. We have many new appliances that
would look nice in your home. We are giving our customers a 25 percent discount
during this sale.
Mr. Williams, you may be interested in browsing through our store and selecting from the
many washers, dryers, freezers, dishwashers, and other appliances that would complement the
refrigerator that you recently purchased. These appliances are being featured during our

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Chapter 7 Positive, Neutral and Social Business Messages

annual “25% Off Fall Sale.” The 60-inch flat-screen TV you admired while in the store also
is part of this sale.
The second paragraph would be the more appropriate for a sales appeal in a request approval message.
This paragraph is written with a you–viewpoint, while the first one stresses the advantages to the
sender. The second paragraph personalizes the sales appeal by mentioning specific items in which
the receiver may be interested.

5. What can the sender of a message do to increase the changes that a message requesting
information about a person will be answered fully? [202]
When requesting information about a person, the message sender will increase the likelihood of
getting a response by (a) identifying the person and stating why the information is needed; (b)
indicating whether the person has given permission to make the request and enclosing a copy of a
signed release (if available), (c) asking only relevant questions, and (d) promising to keep the
information you receive confidential.

6. What benefits can be gained from an effective sales appeal in an adjustment message? [198]
The company can use an effective sales appeal to promote a new or related item, or it can emphasize
the quality of its products or services. Either additional sales or continued goodwill are the benefits
to be gained.

7. Is it necessary to apologize when adjusting a claim? Explain your answer. [209]

Apologies are necessary only if the sender’s analysis of the receiver indicates the receiver expects an
apology. Action (approving the claim) will mean more than words (apologizing).

8. Claims and condolences concern negative or unpleasant circumstances. Why are they written using
the direct plan? [206, 212]
Although the topic of a claim or a condolence message may be negative or unpleasant, the message
is good news to the receiver. Those who receive claims appreciate having the opportunity to remedy
the situation; those who receive condolence messages know the writer is expressing care and
concern.

9. How can the writer of a message of appreciation “do more than is expected”? [214]
The writer of a message of appreciation related to the receiver’s professional position can send a
copy of the appreciation message, or a separate message, to the receiver’s supervisor. This letter
can then be added to the receiver’s personnel file and perhaps be considered during a
performance appraisal.

10. What determines whether a congratulatory business message is timely? [212]

A congratulatory message is considered timely when sent within three days of learning about the
event. A message would be considered timely even if the writer learned of the event weeks or
months after it occurred.

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 Instructor’s Manual for Communications in Business, 8e

Case Problems

REQUESTS
1. Body of model letter:
Please provide information about the quantity discounts you offer. My preliminary plans are to order
the following items in the quantities shown, but I will consider other quantities if the discounts are
significant:
• 12 dozen mugs
• 12 dozen personal water jugs
• 1,000 pens (fine tip; black ink)
• 200 miniflashlights
Each item would contain the following information and my company logo, a bicycle, in a one-color
display (preferably blue on white or silver):
Cycles of Life
2450 West 5th Avenue
Menlo Park, CA 94925-6711
925.555.6739
http://www.cyclesoflife.com
A reply by (date) would be appreciated.

2. If the students are unfamiliar with form letters, begin by distinguishing between them and
personalized business letters. The letters the students prepare should have a generic salutation.
Paragraph 1 should introduce the request. A list with 3-4 specific questions would make the request
easy to answer. The reason for the request and a timeline for responding to it would be appropriate
for a closing paragraph.

3. The memo (or e-mail) should begin with a request that a job-related course be approved for
reimbursement. The explanation should detail the name, dates, and cost of the course and where it
will be taken. Attaching a copy of the course description (or, if using e-mail, including a link to an
on-line course description) will support the request. As part of the friendly close, the writer should
indicate a reply date that enables him or her to register prior to the first class session.

4. The e-mail message should open with a request for information related to expense reimbursements
for work-related courses. The explanation should ask specific questions; using an enumerated or
bulleted list would give the questions emphasis. The close should be courteous. Unless the writer
plans to enroll only if all expenses are covered, setting the date for a reply is unnecessary.

5. The opening to this message could begin by (1) reminding Dr. Loman about the conversation at the
conference and (2) providing a transition to the questions. The first question should focus on
whether Dr. Loman is available November 1-4; if he’s not available, other information is irrelevant.
The writer must be clear that the letter does not constitute a commitment; rather, the letter seeks
information to be used in deciding whether to extend an invitation to speak. The message should
generate goodwill.

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Chapter 7 Positive, Neutral and Social Business Messages

REQUEST APPROVALS

6. Body of model memo:

Your request for a three-week leave of absence is approved.
The unpaid leave will begin on February 17 and end on March 9. To ensure that work on your
project assignments continues while you are away, please schedule two briefing meetings with
me during the week of January 27.
Few people are able to make their childhood dreams a reality. I know you and your brother will
create memories that will last a lifetime.
7. The message should begin with the most important news—that tickets (specify number) are
enclosed. Details should be presented positively (e.g. Those 18 and over are welcome to attend vs.
no one under 18 will be admitted). The sales appeal could speak about the popularity of the show,
and the close could make a positive statement about how much the reader will enjoy being part of
the live audience.

8. This reply message can be informal, but not casual. Because the receiver is from a high-context
culture, opening by saying how good it is to hear from Dahui is appropriate. The writer might also
thank Dahui for trusting him or her to provide the information. The body of the letter should convey
the information the writer found through his or her research. The close could offer to provide
additional information and/or say the writer is looking forward to having Dahui visit the United
States.

9. The opening of this direct plan message should present the good news. The explanation should
describe the specific actions the receiver is to take and by when they must be completed. Using
emphasis techniques to highlight important steps and dates will stress the importance of these items.
The close could offer to respond to any questions the receiver may have about health coverage.

10. In addition to approving Brenda’s request, the writer could use the opening paragraph to tell Brenda
that her club won’t have to pay a fee to use the company’s parking lot. The details should include
not only the information included in Brenda’s request but also the need to sign the use-authorization
form. A sincere wish for a successful fundraiser would be appropriate as a close.

CLAIMS

11. Body of model e-mail:

MEMBERSHIP CANCELATION REQUEST
After completing six months of my one-year membership at Waldo’s Fitness, I have become
dissatisfied with the facility.
Until two months ago, the facility met my workout needs. Then, equipment fell into disrepair. Two
of the four stair-step machines were removed because they were broken, none of the three treadmills
could be set to an incline above 3, and the pads on the resistance machines were frayed. In addition,
the showers had soap scum on them three consecutive days, and the whirlpool was closed for a
week because of chemical imbalance. Finally, the air conditioning malfunctioned an average of
three days a week, which meant the facility was too warm for comfortable exercise.
On Friday, (date), I spoke with Cal Baker, the manager, and asked that my membership be cancelled
and the fee for the remaining six months of my contract ($180) be refunded. Mr. Baker indicated
that only your office has the authority to issue refunds. Therefore, I am asking that you do so.

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 Instructor’s Manual for Communications in Business, 8e

The check can be mailed to me at the following address, which is the same as that on my contract.
Name
Contact Information

12. The paragraphs should explain that one of the cans, although sealed, does not contain 12 ounces of
Lemon Zest soda. The writer should ask how to obtain a replacement can of soda—should the
defective can be returned to the store where it was purchased, or should the writer return it to one of
the manufacturer’s plants (at the company’s expense)? The message should end courteously, perhaps
with a statement of understanding that malfunctions occur or an expression of how much the writer
enjoys Lemon Zest.

13. The message should open by saying that a request to cancel service has not been honored. The
explanation should chronicle the writer’s attempts. Copies of the writer’s credit card statements
could be included as documentation of continued billing. The remedy—ceasing to bill for service
and reimbursing for incorrect billings—should be stated before the courteous close.

14. This letter should begin by stating disappointment with booth assignment at this year’s event.
Details about registration date and payment, booth placement, and low traffic should follow.
Charging more for higher-traffic locations or guaranteeing first-come, first-served placement are
two suggestions the writer could offer for improving the registration process. The message should
end positively, perhaps by looking forward to participating in the next Expo.

15. Include the order number or invoice number in the subject line of this e-mail. The opening text
should indicate that the order received September 29 was not complete. After presenting details
related to the incorrect order, the writer should (1) ask for the missing items and (2) offer to keep the
shipment if the reader will agree to a reasonable discount (15–20 percent). Asking for a prompt reply
and setting a date by which the products are needed would be a positive closing.

ADJUSTMENTS
16. Body of model letter:
Please accept the enclosed check for $350 and our apology for the damage done to your jacket
during your recent visit to (restaurant name).
Our staff routinely examines our furniture and tableware to ensure that they are safe and clean.
In this case, however, the damage to the chair either was overlooked or occurred between staff
examinations. Based on the information contained in your letter, we were able to locate the
chair and remove it from the dining room.
(Restaurant name) is committed to providing a five-star dining experience. We look forward to
giving you that experience during your next visit to (city).

17. Begin by thanking Jane for writing about the vegetables in the Mama Mia’s Veggie Lasagne dinner she
recently purchased. Assure the reader that customer satisfaction is a high priority and describe the
quality controls used to guarantee that vegetables are cooked thoroughly and meet the standards of
authentic Italian cuisine. Although Jane did not ask for a refund, the writer should include 2-3 coupons
and encourage Jane to try other Mama Mia frozen dinners. Creating a company slogan and using it in
the close would be a form of resale.

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Chapter 7 Positive, Neutral and Social Business Messages

18. The opening sentence of the letter should inform Jennifer that her account balance is being adjusted
to $3,500. The second paragraph may state that Roscoe’s understood that Jennifer had ordered
11,000 calendars, but since there is nothing in writing to confirm the order, an adjustment is being
made. One idea for sales appeal could be that a catalog is being enclosed for future orders from
Jennifer.

19. (a) The opening sentence should respond to the request—tell Sam that his ad will be on page 2 of
the Local News section on (date) and that the ad will be free. As an explanation, the writer could say
that the ad was moved for one edition only and that no future change will be made without speaking
with Sam first. Although the receiver’s representative approved this one-time change, neither the
newspaper nor the advertiser benefit by mentioning this fact. The message should end positively,
without apologizing for the shifted placement.

(b) An e-mail to the billing department is one way to notify the billing department to credit the
Sampson account; sending a copy of the letter to the billing department is also an option—one that
calls upon students to use the copy notation on a letter.

20. The opening sentence of the letter should inform Mr. Daly that his account will be credited. The
explanation should assure him that his business is important and that equipment will be checked to
ensure that future orders are placed correctly and that color will meet his standards. Close positively.

UNSOLICITED POSITIVE AND NEUTRAL MESSAGES

21. Body of model e-mail:

SUBJECT: SYMPHONY TICKETS AVAILABLE
Two lucky Keller employees will each win two tickets to the (date) performance of the City
Symphony Orchestra performance, “Bring Bach the Music.” To be entered into the ticket drawing,
fill out the attached form and drop it the box by the receptionist’s desk before noon on Friday,
(date). Winners will be notified that day.
This is the first of eight drawings—one for each performance in this year’s concern series.
Information about the concerts is available at the symphony website, http://www.csomusic.com.
You must sign up for each drawing. E-mail announcements will be sent two to three weeks prior to
each event.
Keller is pleased to support the local music community by sharing these season tickets with
employees.

22. Open the letter by announcing the additional summer activities at the City Library. The second
paragraph should contain details of the activities—story hour and children’s theater production. The
letter should close by requesting that the schools announce these activities to their students and post
the enclosed flyer on their bulletin boards.

23. (a) The most important information—the opening date—should be placed near the top of the ad.
The ad should also include information about hours and how to reserve a tee-time. The
announcement could contain a graphic appropriate to the sport of golf.
(b) The subject line of the e-mail should contain the opening date and could be repeated in the
opening sentence. Information about course hours and details about how to reserve a tee-time should
be in the body of the message. The close should be friendly and positive.

66
© 2011 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from
the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 Instructor’s Manual for Communications in Business, 8e

24. The form letter should provide a blank into which the date of each tenant’s lock change could be
inserted. Explain why the change is being made (reader benefits), and assure readers that the work
will not disrupt their normal business activities. Tell tenants that keycards will be issued and keys
collected as work is completed. Be sure to identify someone to phone if the reader has questions or
concerns.

25. The opening should announce the contest and stress reader benefits. Provide complete details in the
middle. End positively—encourage people to participate or be supportive of those who do.

SOCIAL BUSINESS MESSAGES

26. Body of handwritten model letter:
Thank you for the lovely olive wood cheese board and knife you brought from Italy. The board and
knife handle have a rich wood grain that complements the furniture in our home. You can be sure
we will use the set often! Each time we do, it will remind us of your thoughtfulness.
27. This brief, handwritten message should be a sincere expression of congratulations. It should cite at
least one of the traits that will make Jerry succeed as a manager.
28. Condolences should be extended in the opening paragraph. The middle of the letter should be
positive statements about Joy’s ability to rebuild the business. The specific offer of assistance should
be presented before the positive close.
29. Extend the invitation in the opening of the message, provide specific details in the middle, and end
by encouraging the readers and their constituents to attend. Enclosing flyers to be posted or
distributed and/or including the URL for an informational website would also be appropriate.

30. The letter should begin by welcoming Little Toy Machines to your community. The expectations of
the company may be included in the following paragraphs. The letter may conclude by assuring
Mr. Stevens that his company will be given all opportunities to succeed in this community.

Message Analysis

Responses will vary. Here is a model solution:

Bring a friend and spend Tuesday evening, November 6, at Jack Galante’s post-election party!
Plan to arrive at Williams Cabin, 1513 Berlin Road, at 8 p.m. and watch the results until the TVs
are turned off at midnight. Drinks will be provided; please bring a favorite snack or dessert to
share.

67
© 2011 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from
the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 7 Positive, Neutral and Social Business Messages

Writer’s Workshop
The following items may be sentence fragments or contain errors in subject-verb agreement,
pronoun-antecedent agreement, comma and semicolon placement, number display,
capitalization, spelling, word choice, possessives, modifier clarity and placement, or parallelism.
Rewrite the items to make them correct.

1. Based on the results of the environmental impact study, we modified our expansion plan.

2. The alternation shop repaired the zipper in Ted’s coat in less than one hour.

3. Becky used her capital for collateral in purchasing the apartment building after she was assured
that the property would appreciate in value.

4. When developing an investment strategy, be sure to keep your costs low; stick to your long-term
plans; and invest with a trustworthy, prudent, and stable provider.

5. While you were on vacation, we rearranged the office. (An independent clause must be added.)

6. While you are in Seattle, be sure to phone Max Bozwell at Ranier Industries; otherwise, we may
lose this/the/its account.

7. Our flight to Paris, which was scheduled to depart at 7 p.m., was delayed for three hours.

8. After you have analyzed the data, give the results to Paige or me.

9. We ordered only 30 copies of the directory, but we can get more if necessary.

10. My boss and I have agreed to take our clients to lunch at The Millenium on Friday, the 13th of
February. (or, Friday, February 13.)

68
© 2011 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from
the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.