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
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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
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Routine-Message Strategy
• Main idea
• Relevant details
• Cordial close
Copyright © 2010 Pearson Education International Chapter 8 - 14
Common Routine Replies
and Positive Messages
• Information and action
• Claims and adjustments
• Recommendations
• Informative messages
• Good-news announcements
• Goodwill messages
Copyright © 2010 Pearson Education International Chapter 8 - 15
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
