m5e1-business comm
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M5E1-BUSINESS COMMHeba El-Hendi
Finishing Up Last Lesson
• Turn in slide 29 homework: Simplified Sentence
• Peer Editing
Objectives for Ch 6: Positive & Neutral Messages
1. Describe positive ad neutral messages
2. Understand the four guidelines for using the direct plan 3. Distinguish between poor and good positive and
neutral messages.
4. Prepare competently a positive and neutral message using the direct plan.
Objective I: Positive and Neutral Messages
A positive or neutral message conveys pleasant, favorable, or neutral information to the receiver.
Purpose a. Inquiring about a service, product, or a person b. Approve a request that has been made of you or your
organization c. Announce an upcoming sale or a new productd. Be used in internal communication to announce
promotions, expansions, salary increases, etc.
Direct Plan • The direct plan should be used in transmitting all positive
and neutral messages. Oral and written
• Direct plan: attempts to achieve the primary purpose of the message by placing the main idea in the opening.
• Other supporting details or explanations of the primary purpose are placed after the opening.
• Objective of the Direct Plan is to increase the likelihood of a receiver reading an entire message.
Objective II: Four guidelines for Using the Direct Plan
• 1. Opening • 2. Explanation • 3. Sales Appeal• 4. Friendly Close
1st Guideline of Direct Plan 1. Opening A. Give the positive or neutral information B. Be optimistic C. Provide coherence D. Use emphasis techniques E. Stress receiver interests and benefits Make good use of the subject line if email Paragraph should be short
2nd Guideline of Direct Plan 2. Explanation A. Present related information B. Be objective C. Be concise D. Be positive Because the explanation is factual it needs to be objective
3rd Guideline of Direct Plan 3. Sales Appeal (if needed) A. Personalize appeal B. Suggest alternatives if appropriate C. Aim for quick action Attempting to persuade the reader to take a specific
action. Messages with sales appeal: program acceptance,
messages. Can tell about an upcoming sale or a new product.
4th Guideline of Direct Plan
4. Friendly Close A. Build goodwill B. Be concise/Avoid clichés C. Be positive D. Express appreciation May express appreciation for an employee’s service or for
a customer’s business. Can unify the message by referring to the good
information from the first paragraph
Objective III: Distinguishing Between the Good and Bad
James Thomas: Retired from Hard Rock Gas Company Employed more than 30 years. Company wants to establish a scholarship in Thomas’s
name YOU: Director of human resources for Hard Rock Inform Mr. Thomas of the scholarship Ask him to develop the selection criteria Ask Mr. Thomas about serving on the selection committee
Applying the Direct PlanUse the direct plan for these types of messages as well
Inquiries: request for information Request approval: a message expressing the writer’s
needs or desires and usually asks for a response. Claims: requests for merchandise exchange, for refunds
on defective or damaged goods, and unsatisfactory service or work.
Adjustments: A positive response to a claim to ensure the goodwill of the customer.
Objective IV: Practice Format: Email
Prompt: Develop a message that could be sent via email to students at your school inviting them to attend a meeting of a student professional organization (or workshop). You may include details such as a guest speaker, free pizza, or any other components that would be attractive to the students.
Objectives for Ch 7: Goodwill Messages
• Objectives • 1. Understand what is a goodwill message • 2. Learn how to compose common types • 3. Practice
Objective I: Describe a Goodwill Message
Goodwill messages are written to communicate concern and interest.
Use goodwill messages to maintain and build good relationships
Timeliness is of utmost importance; goodwill messages should be time sensitive
The receiver should not think you are trying to further a business relationship
Objective II: Compose Types of Goodwill Messages
Types: Congratulations, condolence, appreciation, and invitation
Objective III: Practice Write a condolence letterFormat: your choice
Prompt: Salim Tabaa and you were close friends in college. Salim became a soccer coach for a minor league team after graduation. You read in the newspaper that Salim’s team was defeated at the regional championship game. Write a letter to Salim expressing your condolence. Add your own details.
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