That doesn’t mean the message should be bad.

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 • routine, positive messages • familiar with receiver • probable low impact • indirect approach • persuasive or negative messages • unfamiliar with receiver • probable high impact

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 • state your point • first paragraph • present explanation • second paragraph • goodwill close/call to action • third paragraph

indirect • open with buffer • present explanation • break the news • suggest alternative • goodwill close

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

indirect • present clear explanation • stick to facts, objective analysis • emphasize reader benefits • don’t lecture or patronize • avoid negative words

indirect • break the news • use de-emphasis techniques • middle position • subordinate clause • passive voice • clear but not graphic • implicit vs. explicit

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

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

return to schedule go to next lesson

That doesn’t mean the message should be bad.