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That doesn’t mean the message should be bad. - PowerPoint PPT Presentation


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That doesn’t mean the message should be bad. Sometimes the news is not good. strategy. reader-centered understand reader concerns emphasize reader benefits results-oriented what is desired outcome? how can you craft message to achieve it?. strategy. direct approach

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Presentation Transcript
slide1

That doesn’t mean the message should be bad.

Sometimes the news is not good.

strategy
strategy
  • reader-centered
    • understand reader concerns
    • emphasize reader benefits
  • results-oriented
    • what is desired outcome?
    • how can you craft message to achieve it?
strategy3
strategy
  • direct approach
    • routine, positive messages
    • familiar with receiver
    • probable low impact
  • indirect approach
    • persuasive or negative messages
    • unfamiliar with receiver
    • probable high impact
strategy4
strategy
  • direct may be appropriate if
    • you know the reader
    • indirect was unsuccessful
  • indirect is usually preferred
    • bad news may cause reader to miss explanation
direct
direct
  • state your point
    • first paragraph
  • present explanation
    • second paragraph
  • goodwill close/call to action
    • third paragraph
indirect
indirect
  • open with buffer
  • present explanation
  • break the news
  • suggest alternative
  • goodwill close
indirect7
indirect
  • open with buffer
    • neutral, upbeat, relevant
    • empathy for reader’s concern
    • appreciation for reader’s interest
  • smooth transition
    • lead reader to reasons
    • avoid red flags
indirect8
indirect
  • present clear explanation
    • stick to facts, objective analysis
    • emphasize reader benefits
    • don’t lecture or patronize
    • avoid negative words
indirect9
indirect
  • break the news
    • use de-emphasis techniques
      • middle position
      • subordinate clause
      • passive voice
    • clear but not graphic
    • implicit vs. explicit
indirect10
indirect
  • offer alternative
    • compromise, substitute
    • opportunity to build goodwill, promote business!
  • goodwill close
    • be genuine and respectful
    • avoid clichés, insincerity
    • don’t encourage pen pal
strategy11
strategy
  • do
    • stick to the facts
    • focus on the positive
    • seek “win-win”
  • don’t
    • accuse, lecture, or belittle
    • make excuses (“company policy”)
    • apologize (unless you are at fault!)
    • pass the buck
slide12

return to schedule

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