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6
Chapter 6
Positive and Neutral
Messages
When should the
direct approach be
used for writing
messages?
Chapter 6
Krizan Business Communication ©2005
2
This plan should be
used for writing
positive or neutral
messages.
Chapter 6
Krizan Business Communication ©2005
3
Why is this plan
appropriate?
Chapter 6
Krizan Business Communication ©2005
4
This approach
Gives good news first
Encourages receiver to
respond positively to
rest of message
Chapter 6
Krizan Business Communication ©2005
5
Explain the youviewpoint.
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Krizan Business Communication ©2005
6
The you-viewpoint
stresses the
receiver’s interests
and benefits rather
than the sender’s.
Chapter 6
Krizan Business Communication ©2005
7
How can the proper
handling of a request
build an organization’s
goodwill?
Chapter 6
Krizan Business Communication ©2005
8
When companies
approve requests,
they demonstrate the
value they place on
their customers.
Chapter 6
Krizan Business Communication ©2005
9
Why should claim
letters be written
using the direct
approach?
Chapter 6
Krizan Business Communication ©2005
10
More of these letters are
answered positively
when the claim is
presented:
 Objectively at the
beginning of the letter
 Without blaming the
receiver
Chapter 6
Krizan Business Communication ©2005
11
Distinguish between
claim messages and
adjustment messages.
Chapter 6
Krizan Business Communication ©2005
12
Claim messages
explain what the
writer wants.
Chapter 6
Krizan Business Communication ©2005
13
Adjustment messages
are positive responses
to claim messages.
Chapter 6
Krizan Business Communication ©2005
14
Why should companies
welcome unsolicited
positive or neutral
messages?
Chapter 6
Krizan Business Communication ©2005
15
These messages can
 Increase employee morale
 Promote customer
goodwill
 Affect receiver positively
Chapter 6
Krizan Business Communication ©2005
16