MC13 书面沟通.ppt

Lecture 13 Written CommunicationPaul GoodmanPaul Goodman:excellent writing ability excellent writing ability is the judging factor that is the judging factor that decides whether the decides whether the company will accept the company will accept the candidate or not.candidate or not.A survey on daily involvement of the white-collarWriting 9%Speaking 30%Reading 16%Listening45%45%30%16%9%Mental preparationsTake an active part in corporate activitiesGrasp as many writing skills as possibleBe confident in you yourselfExchange opinions with others on writingTone of business writingProfessional but not rigidGood-willed but not hypocriticalConfident but not arrogantPolite but not servileCase StudyPlease find out errors in the following memo and offer your suggestions on the improvementTypes of business messageInformative and positive message Negative(Bad-news)messagePersuasive message Negative MessagesTypes of negative messageDenying and refusalDiscipline warning and poor performance appraisalDismissal and discharging The purpose of negative messagePrimarylTo give the reader the bad newslTo have the reader read,understand,and accept the messagelTo maintain as much good will as possibleSecondarylTo build a good image of the writerlTo build a good image of the organization The right toneIn negative messages,your tone will help determine your effectiveness.Put yourself in the readers place.Avoid using company rules or policy with no further explanation.Assume that the customer wants to do the right thing.Single people out when you praise them;put them in a group when you criticize.Talk with,not down to,the reader.The benefits of the right toneYour tone contributes to your messages effectiveness by supporting three specific goals.lHelp your audience understand that your bad-news message represents a firm decisionlHelp your audience understand that under the circumstances,your decision was fair and reasonablelHelp your audience remain well disposed toward your business and possibly toward youPlans for negative messagesIndirect PlanDirect Plan Indirect planBufferReasons supporting the negative decisionA clear,diplomatic statement of the negative decision A helpful,friendly,and positive close BufferThe following are ways to begin a bad-news letter:Agreement(agree with your read on sth.If possible)Appreciation(thank the reader for sth)Assurance(assure the reader of sth.)Compliment(try to compliment the reader on sth.good)Cooperation(show a sincere desire to be helpful)Good news(if you can grant any part of a request)Understanding(show you understand his/her problem)Reasons supporting the negative decisionTry to convince the reader you are acting in his or her best interests in the long run.Explain courteously all relevant facts behind your decision.Mention first the favorable factors,then the less favorable ones.Show that the request has been carefully considered for the readers benefit as well as your companys.Set the right tone:Instead of thislI cant understand what you mean.lThe breakdown was not our faultlThere will be a delay in your order.lThe enclosed statement is wrong.lYour account is in error.lI was shocked to hear the news.Say thislPlease clarify your request.lThe merchandise was broken during shipping.lWe will ship your order as soon as possible.lPlease recheck the enclosed statement.lCorrections have been made to your account.lThe news reached me yesterday.A clear,diplomatic statement of the negative decisionIf the reasons are so clear to the reader that you must refuse the request,you can make the bad-news decision clear by implication.If an implied decision might be misunderstood,express your decision clearly near the end of the explanation.If you can,offer a constructive suggestion,counterproposal,compromise,or alternative course of action.If desirable,resell the reader on your companys services or policies.Avoid blunt statements:Instead of thislI must refuse your request.lWe must deny your application.lI am unable to grant your request.lWe cannot afford to continue the program.Use thislI wont be in town on the day you need me.lThe position has been filled.lContact us again when you have establishedlThe program will conclude on May 1.A helpful,friendly,and positive closeOffer assurances that you appreciate the reader as a customer.Invite future patronage,cooperation,suggestions,or compliance with the decision.Make clear whatever action is required,when to do it,and how to do it easily.Express continued interest,service,and reader benefit,or sincere wishes for the readers success with alternatives.Do not repeat the bad news.An example:A refusal to speak at the conferenceBuffer:Appreciation The International Marketing Association has a great deal to offer business people,and I have enjoyed the annual conference for several years.I appreciate very much your invitation to be the keynote speaker for this years conference in Helsinki on June 5.Reason The date of the conference is unfortunately,during a two-week period when I will be in Frankfurt for meetings with Implied refusal my firms distributors.I did make an effort to reschedule these meetings,but I was unable to do so.I regret not being able to address this important forum and having to miss the conference itself.Suggestion May I suggest that you contact Eleanor Forman,our newly elected vice-president in charge of brand-name marketing for Europe?She is eager to become more involved in the IMA and has interesting experiences related to this years conference theme,”Selling the American Name Abroad.”I am enclosing her address and phone number in case you would like to contact her.Cordial wishes You have my best wishes for getting the right person.The conference plans look terrific.How to offer negative message to your bossDescribe the problemExplain how things happenOffer your suggestions to solve the problemRecommend what you think appropriate,and elicit his or her opinionHow to offer negative message to peer or subordinate Describe the problemState possible alternative or compromiseIf possible,listen to his or her opinion,or ask him or her to put into effectExercises and problemsModern Stereo/Video recently received a letter from Mr Ma.Mr Ma purchased a portable CD player a year ago.He writes to say that the unit doesnt work correctly and to inquire about the warranty.Mr Ma believes the warranty covers one year,when it actually covers only three months.Write a refusal to honour the claim.After Helen interviewed with the Citybank,she was hopeful about receiving a job offer.Everything went well,and her resume was in good shape.Write a letter to help Helen understand that she would have been hired if she had had more experience and that she shouldnt be discouraged.Persuasive Written MessagesPurpose of persuasive messagePrimarylTo have the reader actlTo provide enough information to help the reader know what to dolTo overcome any objections that might prevent or delay actionSecondarylTo build a good image of the writerlTo build a good image of the organizationlTo cement a good relationship btwn the writer and the readerPreparations for persuasive messageWhat do you want people to doWhat objections,if any,will the audience haveHow strong a case can you make(argument,credibility,emotional appeal)What kind of persuasion is best for the organization and the culture Tone of persuasive message“Everyone is expected to comply with these regulations.Im sure you can see that they are commonsense rules needed for our business.”“Based on this evidence,I expect you to give me a new computer.”The right toneAvoiding parental or preachy messagesUsing subjunctive verbs and explicit disclaimersImproved versions“Even on casual days,visitors expect us to be professional.So leave the gym clothes at home.”“If department funds permit,I would like a new computer.”Types of persuasive messageCollection letterPerformance appraisalLetter of recommendationProposalTwo kinds of persuasive messagesThe indirect approachlYour audience is negative.lYour message is relatively short and clear.lYou know your readers wont object to the indirect planThe direct approachlYour audience is objective.lYour message is long and complex.lYou know your reader prefers the direct planThe AIDA formula:Attract the readers attentionArouse the readers interestCreate desire and convince the readerState clearly the action the reader needs to takeAttention:first paragraph Open with agreeable comment or assertionOpen with sincere complimentOpen with direct request for a favourOpen with a question Opening techniquesComparison or storyEvent in readers lifeRhetorical questionEnclosed giftProduct factSurprise questionChallenge statementInterest and desire:middle paragraphsDescribe its physical characteristicslimportant features,construction,appearance,performance,beauty,functions.Relate its value or benefits to the readerlfor instance,will your request bring comfort?Entertainment?Safety?Health?Recognition?Financial rewards?Action:last paragraphState clearly the action you desire.Make the Action easy.Date the action(when desirable).Offer inducements to act by a specific time(when desirable).Other ways to end with actionFree trial of the product.No obligation to buy.Higher earnings.Special price for a limited time.An example:The AIDA plan is applied to persuade the students to buy dorm-room alarm systems Did you know that one out of four college students becomes a victim of the theft?How would you feel if you return to your dorm and discovered your stereo,computer,or other hard-earned belongs had been stolen?Remember,locked doors wont stop a determined thief.It happened when I was in college.Thats why I have developed a portable security system for your dormitory room.It works like an auto alarm and installs with an ordinary screw-driver.The small activator hooks to your key chain or belt loop.Just press the“lock”key.A beep tells you your room is secure,and a blinking red light warns intruders to stay away.Youd expect that peace of mind to cost a fortunesomething most college students dont have.But we are offering the SecureAbel Dorm Alarm System for only$75.Order additional alarm boxes to install on your window or bathroom door for only$50.Act now.Fill out the response card,and mail it along with your choice of payment in the enclosed envelop.Dont give thieves and criminals a chance.Protect yourself and your belongings.Send in your card today.Personality analysisintroversiveextroversiveconsciousintuitionalPersonality analysis(continued)reasoningEmotionalprudentDecisiveExercise:Write a persuasive message of any kind to your boss,your colleague or your subordinate.