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Chapter 6 (Murphy). The process of preparing effective business messages Five planning steps Basic organizational plan Proper beginning and ending Composing.

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Presentation on theme: "Chapter 6 (Murphy). The process of preparing effective business messages Five planning steps Basic organizational plan Proper beginning and ending Composing."— Presentation transcript:

1 Chapter 6 (Murphy)

2 The process of preparing effective business messages Five planning steps Basic organizational plan Proper beginning and ending Composing the message

3 Direct (Deductive) Approach If audience’ reaction is favorable or neutral Start—main news, best news Direct Request—when less persuasion is required GNM—when granting request, announcing favorable/ neutral information

4 Direct Request Plan 1: Main Idea A: request, main statement, assertion, recommendation, question B: reason, if desirable 2: Explanation A: all necessary and desirable details & idea B: Numbered questions, if helpful C: easy reading devices 3: Courteous close, with motivation for action A: clear statement of action desired B: easy action, dated when desirable Appreciation & goodwill

5 Good News Plan 1: Best News/ main Idea 2: Explanation All necessary & desirable details & data 3: Positive Friendly Close *appreciation *clear statement of action *when desirable *offer of further help, reader’s benefit

6 Comparison—Direct Request Vs Good-News 1: Main Idea A: request, main statement, assertion, recommendation, question B: reason, if desirable 2: Explanation A: all necessary and desirable details & idea B: Numbered questions, if helpful C: easy reading devices 3: Courteous close, with motivation for action A: clear statement of action desired B: easy action, dated when desirable Appreciation & goodwill 1: Best News/ main Idea 2: Explanation All necessary & desirable details & data 3: Positive Friendly Close *appreciation *clear statement of action *when desirable *offer of further help, reader’s benefit

7 Indirect (Inductive) Plan Negative reaction expected Beginning with the buffer—a relevant pleasant, neutral, receiver-benefit statement Explanation before declaring the main idea Bad news message—reader may react negatively Persuasive message—request may face resistence GNM/ NM—where cultural communication variables require

8 Bad News Plan 1:Buffer (pleasant or neutral statement, reader-oriented) 2:Explanation A: Necessary Data—tactfully stated B: Pertinent favorable, then unfavorable act C: Reader benefit—Reasons 3: Decision Implied or expressed—alongwith offer of additional help or suggestions 4:Positive Friendly Close A: appreciation B:invitation for future action required C: easy action, dated when desirable D: willingness to help further E: reader benefit & goodwill

9 Persuasive Request Plan 1: Attention A: reader benefit B: reader0interest theme 2:Interest A: descriptive details & data B: psychological appeal Reader benefits

10 3:Desire A: statement of request B: supporting data help create reader’s desire to grant request 4: Action A: clear statement of action B: easy action, dated when desirable C: Special inducement D: reader benefit

11 Comparison—Bad News Vs Persuasive 1:Buffer (pleasant or neutral statement, reader-oriented) 2:Explanation A: Necessary Data—tactfully stated B: Pertinent favorable, then unfavorable act C: Reader benefit—Reasons 3: Decision Implied or expressed—alongwith offer of additional help or suggestions 4:Positive Friendly Close A: appreciation B:invitation for future action required C: easy action, dated when desirable D: willingness to help further E: reader benefit & goodwill 1: Attention A: reader benefit B: reader0interest theme 2:Interest A: descriptive details & data B: psychological appeal Reader benefits 3:Desire A: statement of request B: supporting data help create reader’s desire to grant request 4: Action A: clear statement of action B: easy action, dated when desirable C: Special inducement D: reader benefit

12 Opening paragraph 1: appropriate opening—message A:main news? B: buffers? C: attention getting statement? 2: Considerate, courteous, concise, clear opening A:get reader into the opening B: relatively short C: focus on the positive D: courteous & conversational language E: no unnecessary repetition 3: completeness A: sentence structure B: Dates

13 Closing paragraph 1: clear & complete request/demand A: 5 W’s 2: end—positive & courteous thought Apologies, friendliness, appreciation, intimacy 3: Concise & Correct last paragraph No trite (commonplace) expression No trivial details Relatively short but complete

14 Composing the message Drafting Revising Editing & Proof reading


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