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BuildingGoodwill

Chapter 3

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Goodwill

Build goodwill

through

You-attitude Positive emphasis

Bias-free language

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You-Attitude

Looks at things from audiences

viewpoint

Emphasizes what audience wants toknow

Respects audiences intelligence

Protects audiences ego

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Five Ways to Create You-Attitude

1. Talk about audience, not yourself.

2. Refer to readers request or order.

3. Dont talk about feelings.4. In positive situations, use you more

often than I. Use we when it includes

the audience.5. In negative situations, avoid you.

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Talk About Audience, Not Yourself

Tell how message affects the audience

Dont mention communicators work or

generosity

Stress what audience wants to know

Yourself

Lacks you-attitude

We designed a new Web

site for you.

Contains you-attitude

You r Web site redesig n

is now onl ine.

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Refer to Readers Request or Order

Make specific references, not generic

Name content of order for person or small

business

Cite purchase order numbers for customersthat order often

Lacks you-attitude

We shipped your order.Contains you-attitude

You r o rder for 235

bicyc le t ires wil l arr ive

on Sep t. 23.

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Dont Talk About Feelings

Express your feelings to Offer sympathy to audience

Congratulate audience

Dont talk about audiences feelings

Dont predict audiences response

Give audience good news

Lacks you-attitude

We are excited to have you as acustomer.

Contains you-attitude

Your new membership

guarantees the lowest pricespossible.

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In Positive Situations, Use YouMore

Often ThanI .

UseWe

If It Includesthe Audience

Use you in positive situations

Avoid Iin printed text Avoid we if it excludes the audience

Lacks you-attitudeWe are now giving you a raise.

Contains you-attitude

You r raise w il l be effectiv e Jan. 1.

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Avoid Youin Negative Situations

Protect audiences ego

Avoid assigning blame

Use passive verbs

Use impersonal style

Talk about things, not people

Lacks you-attitude

You were late this morning.

Contains you-attitude

The t imecard was no t punched on t ime

today.

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Positive Emphasis

Way of looking at situations

Communication focuses on the positive

Create positive emphasis through Words

Information

Organization

Layout

Half full or half empty?

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Five Ways to Create Positive Emphasis

1. Avoid negative words

2. Focus on what audience can do, not

limitations3. Justify negative information by giving

reason or linking to audience benefit

4. Omit unimportant negatives5. Put negative information in the middle

and present it compactly

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Tone, Power, & Politeness

Tone implied attitude of the

communicator toward the audience

Good tone Businesslike, not stiff

Friendly, not phony

Confident, not arrogant Polite, not groveling

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Reducing Bias

Bias-free language words that do

not discriminate on basis of

SexAge

Race

Physical condition

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Making Language Nonsexist

Treat both sexes neutrally

Businessman = Business

person

Woman doctor = Doctor

Manning = Staffing

Dont assume everyone is

heterosexual or married

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Making Language Nonsexist, continued

Use Ms. as courtesy title for

women

Use professional title instead (if

any) Use Miss or Mrs. if audience

prefers it

Determine proper courtesytitle for letter address and

salutation

Omit sexist generic pronouns

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Making Language Nonracist &Nonagist

Give age or race onlyif relevant

Refer to a group by term it prefers

Dont suggest competence is rare:

She is an asset to her race.

He is an active 83-year-old.

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Talking about People with Disabilities &Diseases

People-first language

Name person first; add

disability or disease if relevant

Dont imply that disability or

disease defines person

Dont use negative terms,

unless audience prefers them(deaf vs. hard of hearing)