LECTURE 5

Good and bad news messages

BUSINESS COMMUNICATION 2 (BBA-212)

 Executive Summary

This lecture will cover:

• When and why you will write a good news/neutral message

• When a bad news message from your side will come in handy
• Ways to write good and bad news messages

BUSINESS COMMUNICATION 2 (BBA-212)

 Readers reaction

• Consider your reader’s reaction!

• Good reaction  Good news message
• Unwanted/negative reaction  Bad news message

BUSINESS COMMUNICATION 2 (BBA-212)

 Good news!

• Types
• Congratulations!
• Thank you!
• Replies to queries
• Response to a request
• Claims and adjustments
• Acknowledgements

BUSINESS COMMUNICATION 2 (BBA-212)

 C
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BUSINESS COMMUNICATION 2 (BBA-212)
 Thank you!
BUSINESS COMMUNICATION 2 (BBA-212)
 Thank you!

BUSINESS COMMUNICATION 2 (BBA-212)

 Thank you!

BUSINESS COMMUNICATION 2 (BBA-212)

 Reply to a query

BUSINESS COMMUNICATION 2 (BBA-212)

 Respose to a request

BUSINESS COMMUNICATION 2 (BBA-212)

 Claims and adjustments

BUSINESS COMMUNICATION 2 (BBA-212)

 Acknowledgements

BUSINESS COMMUNICATION 2 (BBA-212)

 Acknowledgements

BUSINESS COMMUNICATION 2 (BBA-212)

 How to write a good news message

• Plan the message

• Write the draft
• Edit the draft and then finalise
• Be sure to visualize the audience at all times
• Keep information organised
• Good news/neutral messages exist to “inform” the reader(s) of the news.
Not to “persuade” or “Inquire”

BUSINESS COMMUNICATION 2 (BBA-212)

 Visualising your audience

• Who exactly is your target audience (Profession, education, age, etc.)?

• What characteristics do you know about your audience, which will help
you in preparing the message?
• When does the audience receive the message?
• Where will the audience receive the message?
• Why should the audience be interested in the message?
• What more can you learn about your audience?

BUSINESS COMMUNICATION 2 (BBA-212)

 Choosing the form of the message
• Spoken:
• Telephone
• Video call
• Video recording
• Audio recording
• Face to face
• Written
• Memo
• Letter
• E-mail
• Pamphlet
• Standee
• Brochure
• Journal
• Research article/paper

BUSINESS COMMUNICATION 2 (BBA-212)

 Gathering ideas

• Brainstorm
• Creative and non stop writing
• Select ideas from your writing

BUSINESS COMMUNICATION 2 (BBA-212)

 Organizing information

• Prepare an outline (you may use any strategy)

Direct approach/pattern Good news strategy

1. Good/neutral or even routine news. 1. Good news
2. General information regarding the news • Place the news at the beginning
3. Specific information 2. Description of the news
4. Details of the specific information • Make sure clarity is present
5. Friendly ending • Include ideas helpful to the receiver
• Present information to promote sales
3. Friendly ending
• Conclude with a positive statement

BUSINESS COMMUNICATION 2 (BBA-212)

 Writing the message

• Choose your words

• Construct sentences
• Construct paragraphs
• Put the paragraphs in the right location

• Proofread!
• Edit!
• Revise!
• Finalise!

BUSINESS COMMUNICATION 2 (BBA-212)

 Congratulations! Inquiries Replies
1. Offer congratulations 1. Ask the question 1. State the good news
2. Provide details of the 2. Include details and by answering the
good news any additional question
3. End with an emphasis on questions 2. Include any
the receiver 3. End with clear additional details
directions for the 3. End with a goodwill
receiver statement

Requests Responses Orders

1. State the request 1. Provide the answer 1. Be direct
2. Make it clear and 2. Include additional 2. Give complete
add additional information/directio details
details ns 3. Include payment
3. End courteously and 3. End with a goodwill information,
close with the statement and shipping details and
action you expect request action from when the goods will
the receiver to take the receiver be delivered

BUSINESS COMMUNICATION 2 (BBA-212)

 Acknowledgements Claims Adjustments
1. Tell that the product 1. State the problem 1. Grant the request
was sent or service 2. Describe the 2. Provide necessary
may be availed. problem and state adjustments
State date of all necessary facts 3. End with an open
delivery of product 3. End courteously and invitation for future
or when the receiver suggest prompt business
may start using the action
delivery (include
any re-order dates)
2. Describe qualities
of the
product/service and
cross-sell
3. Encourage ordering
more
products/services

BUSINESS COMMUNICATION 2 (BBA-212)

 Bad news!

• Determine the situation

1. Rejection
2. Denying a request
3. Contract refusal
4. Adjustment for a bad experience
5. Denying a claim
6. Negative announcement

BUSINESS COMMUNICATION 2 (BBA-212)

 The general plan for bad news messages

• Begin with words that indicate a response to the request, are neutral about
the answer and set up the strategy
• Present your justification/explanation using positive language. All the while,
focus on the receiver
• Refuse clearly yet positively
• Include a counter proposal or compromise when appropriate
• End with a goodwill statement

BUSINESS COMMUNICATION 2 (BBA-212)

 Rejection letter

BUSINESS COMMUNICATION 2 (BBA-212)

 Denying a request

BUSINESS COMMUNICATION 2 (BBA-212)

 Contract refusal Adjustment for a bad experience

BUSINESS COMMUNICATION 2 (BBA-212)