1. Informative and Positive Messages
Module Ten
McGraw-Hill/Irwin
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Learning Objectives
LO 10-1 Create subject lines for informative and positive messages. LO 10-2 Apply strategies for informative and positive message organization. LO 10-3 Identify situations for reader benefits use with informative and positive messages.
LO 10-1 Create subject lines for informative and positive messages.
LO 10-2 Apply strategies for informative and positive message organization.
LO 10-3 Identify situations for reader benefits use with informative and positive messages.

3. Learning Objectives
LO 10-4 List common kinds of informative and positive messages. LO 10-5 Apply strategies for informative and positive message analysis with PAIBOC. LO 10-6 Create goodwill endings for informative and positive messages.
LO 10-4 List common kinds of informative and positive messages.
LO 10-5 Apply strategies for informative and positive message analysis with PAIBOC.
LO 10-6 Create goodwill endings for informative and positive messages.

4. Informative and Positive Messages
Informative and positive messages include
Acceptances.
Positive answers to reader requests.
Information about procedures, products, services, or options.
Announcements of policy changes that are neutral or positive.
Changes that are to the reader’s advantage.
Informative and positive messages include
• Acceptances.
• Positive answers to reader requests.
• Information about procedures, products, services, or options.
• Announcements of policy changes that are neutral or positive.
• Changes that are to the reader’s advantage.

5. Informative and Positive Messages
Primary Purposes
To give information or good news.
To have the reader read, understand, and view information positively.
To deemphasize negative elements.
Even a simple informative or positive message usually has several purposes. These are to give information or good news, to have the reader read, understand, and view information positively, and to deemphasize negative elements.

6. Informative and Positive Messages
Secondary Purposes
To build a good image of the writer.
To build a good image of the writer’s organization.
To cement a good relationship between the writer and reader.
To reduce or eliminate future correspondence on the same subject.
Secondary purposes are to build a good image of the writer and his or her organization, cement a good relationship between the writer and the reader, and reduce or eliminate the need for future correspondence on the same subject.

7. What’s the best subject line for an informative or positive message?
the title of a document
aids in filing and retrieving the document
provides a framework in which to set what you’re about to say.
A subject line is the title of a document. It aids in filing and retrieving the document, tells readers why they need to read the document, and provides a framework in which to set what you’re about to say. Subject lines are standard in memos. Letters are not required to have subject lines

8. Good news comes in many forms
A good subject line meets three criteria: it is specific, concise, and appropriate to the kind of message (positive, negative, persuasive).

9. What’s the best subject line for an informative or positive message?
Make subject lines specific.
Make subject lines concise.
Make subject lines appropriate for the pattern of organization.
A good subject line is important, especially in memos and messages, as it acts as the title of the document. Audiences may also choose to read a message based on the subject line. Write subject lines that are specific, concise, and appropriate for the pattern of organization.

10. How should I organize informative and positive messages?
Give any good news and summarize the main points.
Give details, clarification, background.
Present any negative elements—as positively as possible.
Explain any reader benefits.
Use a goodwill ending: positive, personal, and forward-looking.
Informative and positive messages are distinct from other kinds of messages because they focus on providing either information or good news. Those listed here are among the more common informative and positive messages in business.

11. How to Organize an Informative or Positive Message
Figure 10.1 summarizes the pattern.

12. How to Organize an Informative or Positive Message
Figures 10.2 and 10.3 illustrate two ways that the basic pattern can be applied.

13. When should I use reader benefits in informative and positive messages?
You don’t need reader benefits when:
You’re presenting factual information only.
The reader’s attitude toward the information doesn’t matter.
Stressing benefits may make the reader sound selfish.
The benefits are so obvious that to restate them insults the reader’s intelligence.
Develop good intrinsic and extrinsic benefits when addressing readers in these situations. Reader benefits are hardest to develop when you are announcing policies. Where possible, show benefits so readers see the reason for the policy and support it.

14. When should I use reader benefits in informative and positive messages?
You do need reader benefits when:
You’re presenting policies.
You want to shape readers’ attitudes.
Stressing benefits presents readers’ motives positively.
Some of the benefits may not be obvious to readers.
Develop good intrinsic and extrinsic benefits when addressing readers in these situations. Reader benefits are hardest to develop when you are announcing policies. Where possible, show benefits so readers see the reason for the policy and support it.

15. What are the most common kinds of informative and positive messages?
Transmittals
Confirmations
Summaries
Adjustments
Thank-You Notes
Informative and positive messages are distinct from other kinds of messages because they focus on providing either information or good news. Those listed here are among the more common informative and positive messages in business.

16. What are the most common kinds of informative and positive messages?
Organize a memo or letter of transmittal in this order:
Tell the reader what you’re sending.
Summarize the main point(s) of the document.
Indicate any special circumstances that would help the reader understand the document.
Tell the reader what will happen next
Organize a memo or letter of transmittal in this order:
1. Tell the reader what you’re sending.
2. Summarize the main point(s) of the document.
3. Indicate any special circumstances or information that would help the reader understand
the document. Is it a draft? Is it a partial document that will be completed later?
4. Tell the reader what will happen next. Will you do something? Do you want a response?
If you do want the reader to act, specify exactly what you want the reader to do and give
a deadline.

17. What are the most common kinds of informative and positive messages?
To summarize a document
Start with the main point.
Give supporting evidence and details.
Evaluate the document
Identify the actions your organization should take based on the document.
To summarize a document
1. Start with the main point.
2. Give supporting evidence and details.
3. Evaluate the document, if your audience asks for evaluation.
4. Identify the actions your organization should take based on the document. Should
others in the company read this book? Should someone in the company write a letter to
the editor responding to this newspaper article? Should your company try to meet with
someone in the organization that the story is about?

18. How can I apply what I’ve learned in this module?
P What are your purposes in writing? A Who is (are) your audiences? I What information must your message include?
Use PAIBOC when writing and revising your messages. Carefully analyze each of the PAIBOC components: Purpose, Audience, Information, Benefits, Objections, and Context.

19. How can I apply what I’ve learned in this module?
B What reasons or reader benefits can you use to support your position? O What objections can you expect your reader(s) to have? C How will the context affect reader response?
What reasons or reader benefits can you use to support your position? What objections can you expect your reader(s) to have? What negative elements of your message must you deemphasize or overcome? How will the context affect the reader’s response? Think about your relationship to the reader, morale in the organization, the economy, the time of year, and any special circumstances

20. Writing a Goodwill Ending
Goodwill endings focus on the business relationship you share with your reader.
When you write to one person, a good last paragraph fits that person specifically.
When you write to someone who represents an organization, the last paragraph can refer to your company’s relationship to the reader’s organization.
A good subject line is important, especially in memos and messages, as it acts as the title of the document. Audiences may also choose to read a message based on the subject line. Write subject lines that are specific, concise, and appropriate for the pattern of organization.

21. Writing a Goodwill Ending
Possibilities include
Complimenting the reader for a job well done.
Describing a reader benefit.
Looking forward to something positive that relates to the subject of the message.
A good subject line is important, especially in memos and messages, as it acts as the title of the document. Audiences may also choose to read a message based on the subject line. Write subject lines that are specific, concise, and appropriate for the pattern of organization.

22. Checklist for Informative and Positive Messages
The checklist at the end of the Module in Figure 10.6 can help you evaluate a draft.