BCM 3700. Due: Assignment 3: Informative Message DUE Assignment 6: Job Package (draft DUE) Blog...

July 20BCM 3700

Today…

Due: Assignment 3: Informative Message DUE Assignment 6: Job Package (draft DUE)

Blog Post: “Everybody should have a ‘Five Year Plan.’ What’s

yours?” Think ahead and describe what opportunities and challenges the next few years might hold for you.

New: Negative Messages Persuasive Messages

Writing Negative News Messages

Chapter 9

1. Convey the bad news2. Gain acceptance of the bad news3. Maintain as much goodwill a possible

with your audience 4. Maintain a good image for our

organization5. If appropriate, to reduce or eliminate

the need for future correspondence on the matter

Goals of Negative News Messages

Using the Three-Step Process for Negative Messages

Flow of the Message

Bad News

Step 1

Reasons

Step 2

Respectful Close

Step 3

Substance of the Message

Using The Direct Approach


A.) Will the bad news be a shock to the audience? If the audience understands there is a possibility of getting bad news, the direct

approach is best.

B.) Do you know the audience’s preference? If the reader is someone who likes things that are short, clear, and to the point

C.) Is it important news? If the news is routine and not as serious the direct approach will suffice.

D.) Have to get the Audience’s attention? After audiences have been provided with several indirect approaches, the direct

approach will help to assure to get their attention. In cases where firmness and strong tone is needed as well as times of crisis, the

direct approach is the best approach.

E.) Does your organization have a preference? Some organizations have a specific style they ask employees to use. Ultimately it is up to you to recognize who exactly you are talking to and what is

the best approach.


Start with a clear statement of the bad news Come right out and say it, maintain a calm, professional tone

▪ that keeps the focus on the news and not on individual failures. ▪ Also, if necessary, remind the reader why you are writing.

Proceed to the reasons for the decision Perhaps offer alternatives Extent of explanation depends on the nature of your news and

your relationship with the reader. If confidential, complicated, or irrelevant, explain why you cannot provide the information.

End with a positive statement aimed at maintaining a good relationship with the audience. Close the message in a positive and respectful manner. Consider offering your reader an alternative solution


Dear Mr. Logan,

Thank you for your email.

Unfortunately the latest iPod Touch is not available in Korea at this time. Apple is focusing their promotion in Europe and US now, and can only make their latest products available here after Christmas.

We could put you on the top of the waiting list for the new Touch. Alternatively, would you be interested in our Second Generation iPod Touch? It’s on a 30% discount now. Please let me know if you are interested.

Sincerely,Johnny AppleseedApple Korea

Flow of the Message

Buffer

Step 1

Reasons

Step 2

Bad News

Step 3

Positive Close

Step 4

Bad News

Step 3

Respectful Close

Step 4

Substance of the Message

Using the Indirect Approach


Helps readers prepare for the bad news Not meant to obscure bad news, delay it, or

limit your responsibility. The purpose of this approach is to ease the blow and help readers accept the news.

When done poorly, the indirect approach can be disrespectful and even unethical.

When done well, it is a good example of “you-oriented” communication crafted with attention to both ethics and etiquette.


A.) Will the bad news be a shock to the audience? Effective for readers that will receive the bad news as a shock. This approach will ease them into it and help prepare them. Expresses to the reader that you are concerned about their feelings and how they

may be hurt.

B.) Do you know the audience’s preference? Does your audience value indirectness and harmony

C.) Is it important news? If the bad news carries serious consequence, or the audience is emotionally

involved the indirect approach will be less harsh.

D.) Need to keep the relationship? Since the indirect approach helps soften the blow, this approach helps to keep good

working relationships.

E.) Does your organization have a preference? Some organizations have a specific style they ask employees to use. Ultimately it is up to you to recognize who exactly you are talking to and what is

the best approach.


The indirect approach follows a four-part sequence: 1. Open with a buffer.2. Continue with a logical, neutral

explanation of the reasons for the news.3. Follow with a clear but diplomatic

statement of the bad news. 4. Close with a positive, forward-looking

statement.

Opening With a Buffer

A neutral, non-controversial statement that is closely related to the point of the message Establishes common ground with your reader

A buffer should be… Respectful Relevant Neutral, implying neither yes nor no Provide a smooth transition to the reasons that

follow

Types Of Buffers

Buffer Type Strategy Example

Agreement

Find a point on which you and the reader share similarviews.

“Our department shares your goal of processing orders quickly and efficiently.”

Appreciation

Express sincere thanks for receiving something.

“Thank you for your payment. Your check for $127.17 arrived yesterday.”

Good news

Start with the part of your message that is favorable.

“We have credited your account in the amount of $14.95 to cover the cost of return shipping.”

Explanation Section

Leads readers to your conclusion before you say it. Maintain focus on the issues and defuse the emotions

Start with the most positive points first and move forward to the increasingly negative ones.

Provide enough detail for the audience to understand your reasons, but be concise.

Convince your audience that your decision is justified, fair, and logical.

Avoid hiding behind company policy to cushion your bad news. Explain company policy so that the audience can try to

meet the requirements at a later time. Well-written reasons are detailed, tactful,

individualized, unapologetic, and positive.

Minimize the space or time devoted to the bad news—without trivializing it or withholding any important information.

Subordinate bad news in a complex or compound sentence (“Our department is already shorthanded, so we’ll need all staff for at least the next two months”). This construction presents the bad news in the middle of the sentence, the point of least emphasis.

Embed bad news in the middle of a paragraph or use parenthetical expressions (“Our profits, which are down, are only part of the picture”).

Clearly State Bad News

A Clear Statement of the Bad News:

1. Deemphasize the bad news State the negative news clearly, then make

a smooth transition to any positive news minimizing the space and time devoted to it subordinating it within a complex or

compound sentence embedding it in the middle of a paragraph

Three techniques for saying “no”


2. Use a conditional (if or when) statement

Imply that the audience could have received, or might someday receive, a favorable answer

“When you have more managerial experience, you are welcome to reapply.”

“If we schedule a replacement, you will receive the replacement order by August 03.

DON’T make promises you do not intend to keep


3. Emphasize what you can do or have done, rather than what you cannot do.

By focusing on the positive and implying the bad news, you make the impact less personal and soften the blow.

Suggest that he or she reapply Close with positive wishes

“We wish you success in your career”

INSTEAD OF THIS

I must refuse your request.

We must deny your application.

We cannot afford to continue the program.

WRITE THIS

I will be out of town on the day you need me.

The position has been filled.

The program will conclude on May 1.

Clearly State Bad News

Shows the reader that the decision is based on a methodical analysis of the company’s needs and not on some arbitrary guideline

Establishes the criteria behind the decision and lets the reader know what to expect

“Because these management positions are quite challenging, the human resource department has researched the qualifications needed to succeed in them. The findings show that the two most important qualifications are a bachelor’s degree in business administration and two years’ supervisory experience.”

Reasons & Additional Information

NEGATIVE PHRASINGS

1. Your request doesn’t make any sense.

2. The damage won’t be fixed for a week.

3. You are clearly dissatisfied.

4. I was shocked to learn that you’re unhappy.

5. We have rejected your application.

POSITIVE ALTERNATIVES

1. Please clarify your request.2. The item will be repaired

next week.3. We recognize that the

product did not live up to your expectations

4. Thank you for sharing your concerns about your shopping experience.

5. Your application was not among those selected for an interview

Completing: Choosing Positive Words

Opportunity to emphasize your respect for your audience, even though you have just delivered unpleasant news.

A positive close builds goodwill, suggests action, and looks to the future. • Avoid a negative or uncertain conclusion. Do not refer to, repeat, or

apologize for the bad news, and refrain from expressing any doubt that your reasons will be accepted.

• Manage future correspondence. Encourage additional communication only if you are willing to discuss your decision further.

• Be optimistic about the future. Do not anticipate problems (avoid statements such as “Should you have further problems, please let us know”).

• Be sincere. Steer clear of clichés that are insincere in view of the bad news (if you cannot help, do not say, “If we can be of any help, please contact us”).

Closing on a Respectful Note


Buffer or Cushion “Thank you for your order. We appreciate your interest in our product.”

Explanation “This product has been unexpectedly popular. We received more than 10,000 requests on the day you placed your order.”

Negative News “This unexpected increase in demand has resulted in a temporary out-of-stock/backorder situation. We will fulfill your order, received at 11:59 p.m. on 02/09/2015, in the order it was received.”

Redirect “We anticipate that your product will ship next Monday. While you wait, we encourage you to consider using the enclosed $5 off coupon toward the purchase of any product in our catalog. We appreciate your business and want you to know that our highest priority is your satisfaction.”


Dear Mr. Logan,

Thank you for your email, it is good to know people are already interested in our latest products.

As you mentioned, the latest Touch was just released 5 days ago and has been receiving overwhelming response. Apple is currently understocked serving the US and Europe markets, and unfortunately the focus is on maintaining supply there.

As a result, the latest Touch will only be available in Seoul after Christmas.

We'll be sure to put your name on the top of our waiting list for the new Touch, but in the meantime, we are offering the 2nd Gen iPod Touch at a 30% discount. Please let us know if you are interested in that offer, or need more details.

Sincerely, Johnny Appleseed Apple Korea

Tone is the implied attitude of the author toward the audience and the subject.

You want an audience to feel that you have taken their requests seriously.

Even the physical appearance and timing of a message can convey tone.

Well-written reasons are Detailed Tactful Individualized Unapologetic Positive

Tone in Negative Messages

Example

To: From: Date: 6 June 2015 Subject: Travel Request Denial

I regret to inform you that your request for travel funds to travel to the Syllabus Conference in Santa Clara, California, has been denied. The university has limited funds available for travel this year and although I know you really want to go, I can't afford to give you the $1500 you requested (which by the way is a lot to request at this late date at the current time of this request.

I hope you understand our position because we really want our faculty to be happy. Even though I can't pay for this trip, I encourage you to apply again for future travel money because I hope to receive more money budgeted for travel the next fiscal year of 2000/2001.

Thank you again for your request. I always strive to help faculty fund their travels.

Problems

Problem: The bad news is mentioned right away, in the subject line and in the first sentence.

Upon reading this news, the reader might be shocked, will probably be angry, and may not read the rest of the memo.

Solution: To prepare the reader and to try to get the reader to understand the reasoning, the writer should place a buffer and the reasons before the news.

Problem: This memo lacks you-attitude and is written from the writer's own viewpoint. Notice that the word "I" is used 8 times.

This tone may cause the reader to conclude that the writer doesn't care about him or her.

Solution: The writer needs to be more concerned about the reader's reactions and opinions.

Better Example

To: From:Date: 6 June 2015 Subject: Travel Request Thank you for your interest in new, emerging online technologies. The travel committee reviewed your request to attend the Syllabus Conference in Santa Clara, California in July.

The university increased its travel budget this year by $5,000. However, with the increase in requests we’ve received and because we are close to the end of a fiscal year, we have used all our travel funds for the year. As much as we would like to fund your request, we just do not have the money to do so. Remember, though, that if you have departmental funds available, you may use those. You may also want to check to see if any divisional monies are still available.

I do hope you will be able to attend the conference. Please contact me if you need help finding another source of funding.

Writing Persuasive Messages

Chapter 10

Planning a Persuasive Message

Persuasive Messages

Typically fall into ONE of THREE categories…

1. Request for Action: Getting the audience to make a specific

decision or take some specific action Direct approach if your request will be

anticipated Indirect approach otherwise

Persuasive Messages

2. Presentation of Ideas You simply want to change ideas (attitudes

or beliefs) about a particular topic, without asking the audience to decide or do anything—at least not yet.

The goal of your first message might be nothing more than convincing your audience to reexamine long-held opinions or admit the possibility of new ways of thinking.

Persuasive Messages

3. Claims and Adjustments Most are routine messages Direct approach Key ingredients: a complete and specific

review of the facts and a confident, positive tone.

Choosing a Persuasive Strategy

Answer these four questions…

1. What do you want people to do? 2. What objections will audience have? 3. How strong a case can you make? 4. What kind of persuasion is best for

organization and culture?

Enhancing Your Credibility

Threats Don’t Persuade

A threat is a statement, explicit or implied, that someone will be punished if he or she does or does not do something.

Good managers persuade Threats don’t produce permanent change Threats may not produce desired action Threats may make people abandon action Threats produce tension People dislike/avoid one who threatens Threats can provoke counter-aggression

Three Persuasive Patterns of Organization

1. Direct Request: when the audience will do as you ask without any resistance

2. Problem-solving: audience may resist doing as you ask and you expect logic to be more important than emotion in the decision

3. Sales: audience may resist doing as you ask and you expect emotion to be more important than logic in the decision

Organizing Persuasive Messages

Tone in Persuasive Messages

Be courteous Give solid reasons for requests Make requests clear Give enough information for

audience to act

16-40

Organizing Persuasive Messages

Chapter 10

Organizing Direct Requests

Ask immediately for the information or service you want

Delay the request if it seems too abrupt or if you have several purposes in the message

Give audience all the information they need to act on your request

Ask for the action you want

Organizing Problem-Solving Messages

Catch audience’s interest by mentioning common ground

Show that your message will be interesting or beneficial.

Define shared problem, present it objectively

Explain solution to problem Show that advantages outweigh negatives Summarize additional benefits Ask for action you want

Organizing Sales and Fund-Raising Messages

Purposes: Primary

To motivate audience to act (send donation, order a product)

Secondary To build good image of communicator’s

organization To strengthen commitment of audiences who act To make audiences who do not act more likely to

act next time


Opener: Makes audience want to read entire

message Types of openers

Questions Narration, stories, anecdotes Startling statements Quotations

Sets up transition to letter body


Body: Answers audience’s questions Overcomes audience’s objections Involves audience emotionally Content usually includes

Information any audience can use Stories about history of product/organization Stories about people who use product Audience benefits


Action Close: The action close in the letter should do

these four things: 1. Tells readers what to do 2. Makes action sound easy 3. Offers readers reason to act now 4. Ends with positive picture

Can also remind people of central selling points and mention when the customer will get the product.

Writing Style

Make text interesting Use psychological description: vivid

word pictures Make message sound like a letter,

not an ad

• Be truthful and non-deceptive

• Back up claims with evidence

• Avoid “bait and switch” advertising

• Learn rules for messages aimed at kids

• Determine state contract regulations

• Get permission for use of photos and names

Ethical & Legal Considerations

Stuff to do…

Assignment 4: Positive Message DUE July 22 (Wed)

Assignment 7: Negative Message Draft DUE July 27; final DUE August 5

Assignment 5: Persuasive Messages Draft DUE July 29; final DUE August 12

Blog posts: Give an example of an effective (or ineffective) piece of business

communication (written, verbal or otherwise) that you’ve encountered. Don’t just tell what it was, but describe what made it work (or not). Be specific.

BCM 3700. Due: Assignment 3: Informative Message DUE Assignment 6: Job Package (draft DUE) Blog...

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