Writing Routine and

Positive Messages

Copyright © 2010 Pearson Education International Chapter 8 - 1

 Learning Objectives
• Apply the three-step writing process to
routine and positive messages
• Outline an effective strategy for writing
routine requests
• Explain how to ask for specific action in a
courteous manner

Copyright © 2010 Pearson Education International Chapter 8 - 2

 Learning Objectives
• Describe a strategy for writing routine replies
and positive messages
• Discuss the importance of knowing who is
responsible when granting claims and
requests for adjustment
• Discuss the value of goodwill messages and
explain how to make them effective

Copyright © 2010 Pearson Education International Chapter 8 - 3

 The Three-Step Process
Planning Writing Completing

Analyze Situation Revise

Adapt to
the Audience
Gather Information Produce Message

Select Medium Proofread Message

Compose
the Message
Get Organized Distribute Message

Copyright © 2010 Pearson Education International Chapter 8 - 4

 Routine Requests

• The direct approach

– State the request
– Support the request
– Close the message

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 State the Request

• Use the right tone

• Assume compliance
• Be specific

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 Support the Request

• Explain the request

• Propose benefits
• Ask questions

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 Close the Message

• Specific request
• Contact information
• Appreciation and goodwill

Copyright © 2010 Pearson Education International Chapter 8 - 8

 Common Requests

• Information and action

• Recommendations
• Claims and adjustments

Copyright © 2010 Pearson Education International Chapter 8 - 9

 Information and Action

• Adapt to audience and situation

– State the request
– Support the request
– Offer reader benefits

Copyright © 2010 Pearson Education International Chapter 8 - 10

 Recommendations

• The direct approach

– Make the request
– Establish rapport
– Express appreciation

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 Claims and Adjustments

• State the problem

• Explain the problem
• Provide verification
• Propose actions and solutions

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 Routine Replies
and Positive Messages
• Overall goals
– Communicate information
– Answer all questions
– Provide required details
– Make a good impression

Copyright © 2010 Pearson Education International Chapter 8 - 13

 Routine-Message Strategy

• Main idea
• Relevant details
• Cordial close

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 Common Routine Replies
and Positive Messages
• Information and action
• Claims and adjustments
• Recommendations
• Informative messages
• Good-news announcements
• Goodwill messages
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 Information and Action

• Promptness
• Graciousness
• Thoroughness

Copyright © 2010 Pearson Education International Chapter 8 - 16

 Claims and Adjustments

• Who is at fault?
– The company
– The customer
– A third party

Copyright © 2010 Pearson Education International Chapter 8 - 17

 Company Is at Fault

• Acknowledge claim or complaint

• Take responsibility for the outcome
• Sympathize with the customer
• Explain your plan of action
• Work to repair the relationship
• Follow up on your response
Copyright © 2010 Pearson Education International Chapter 8 - 18
 Customer Is at Fault

• Refuse the claim

– Cost of adjustment
– Cost of lost business
• Grant the claim
– Discourage mistakes
– Maintain the customer

Copyright © 2010 Pearson Education International Chapter 8 - 19

 Third-Party Is a Fault

• Evaluate situation
• Offer solutions
• Avoid blame game

Copyright © 2010 Pearson Education International Chapter 8 - 20

 Recommendations

• Candidate’s full name

• Position or objective
• Nature of your relationship
• What prompted you to write
• Relevant facts and evidence
• Overall evaluation
Copyright © 2010 Pearson Education International Chapter 8 - 21
 Informative Messages
• Reminder notices
• Policy statements

Copyright © 2010 Pearson Education International Chapter 8 - 22

Good-News Announcements

• Direct approach
– Employment offers
– News releases

Copyright © 2010 Pearson Education International Chapter 8 - 23

 Effective News Releases

• Pick newsworthy events

• Focus on one subject
• Stress important ideas
• Keep statements brief

Copyright © 2010 Pearson Education International Chapter 8 - 24

 Effective News Releases

• Minimize verbal clutter

• Focus on specifics
• Exercise restraint
• Follow industry practices

Copyright © 2010 Pearson Education International Chapter 8 - 25

 Goodwill Messages

• Congratulations
– Business and personal occasions
• Appreciation
– Good feelings and performance
• Condolences
– Caring and sympathy

Copyright © 2010 Pearson Education International Chapter 8 - 26