BCOM quiz 3

Persuasion

"a symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice." -- Richard M. Perloff

Presenting the Reasons for the Negative News

-Explain the reasons leading up to the no clearly. -Cite reader benefit or benefits to others, if plausible. -Explain the rationale behind your company's policy. -Choose positive words to keep the reader in a receptive mood. -Show fairness and serious intent.

Direct strategy

-When the bad news is not damaging. -When receiver may overlook the bad news -When the organization or receiver prefers directness -When firmness is necessary Bad news -> reasons -> pleasant close

Indirect strategy

-When the bad news is personally upsetting -When the bad news will provoke a hostile reaction -When the bad news threatens the customer relationship -When the bad news is unexpected Buffer-> Reasons-> bad news -> pleasant close

Goals to conveying unfavorable news

-convey empathy and sensitivity -being fair -maintaining friendly relations -explain clearly and completely -projecting a professional image

Buffer

-device to reduce shock or pain -a neutral, but meaningful statement that makes the reader continue reading -a concise, relevant first paragraph providing a natural transition to the explanation that follows WAYS: compliment, appreciation, agreement,facts,understanding,best news

Other important things

-emails comes before phone call or handwritten letter -handwrittern notes are most impressive because they remain and can be saved. Emails quickly forgotten

Positive messages share the following traits:

-routine & straight forward -help workers conduct everyday business -make up bulk of workplace comm -require solid writing sales

Creating request messages

1. Opening... with question or issue polite command.. NO long explanations 2.provide details and explain purpose... express questions in number or bulleted form. OPEN-ENDED Q'S 3.Closing... end with appreciation and a call for action. Action to be taken and end date

Phases

1.Analysis, anticipation, adaption 2. research, organization, drafting 3.revision,proofreading,evaluation

Avoiding Legal Liability in Conveying Negative News

1.Express only the views of your organization when acting as agent of the organization. 2.Use plain paper for your personal matters. 3.Avoid supplying information that could be misused. 4.Don't admit or imply responsibility without checking with legal counsel.

Types of pos. messages

1.simple requests 2.replies to customers 3.explanations to coworkers 4.instructions 5.direct claims and complaints

Emails....

Advantages save time, money achieve goals enhance images (competence, professionalism, promotion) allow readers to deal with messages at their convenience to provide detailed, accurate information (provide a record/reference) dis Spams Not on-time response Not safe (you, or org.): Countrywide CEO resigned (hit the Reply all button and claimed that the customer's request for loan modification was disgusting) Upset and angry tone when sending an email without much consideration Can be ignored if not attracting attention Lack of nonverbal cues (esp. to achieve warmth, enthusiasm, smooth over disagreements) tips The subject is the only thing you 100% know people will read, so make it count! Run/Walk 03/31, 8am, Lester Park School Avoid reply all, forwarding unless you are sure it is appropriate Avoid long email; include one main idea in one email No personal use of company email (Assume that all company e-mail is monitored) Keep in mind: emails can't be deleted. Dr. Baake's suggestion: The whole world will read this email Be professional (Business writing) Number the reply (1), (2), (3) Change the subject line if the topic changes Compose offline for important messages Try the top-of-screen test (important infor on the top) Use bcc (blind copy); avoid open list Resist humor and sarcasm. Both can be misunderstood Signature block (full contact infor) Use headings and lists Personalize the message by using salutation

Responding to customers online

Be positive Transparent Honest Timely Helpful

5 S's of goodwill messages

Be selfless Be specific Be sincere Be spontaneous Keep it short

Emails and memos (similarities)

Both have subject lines Can be long or short (Depends on how much you have to say, how complicated the situation is) You can dash off within minutes Or take hours to draft and refine (new situation or the stakes are high) Both can be for insiders Both can be very formal (Don't know the receiver; important messages) Both can adopt the direct plan for routine messages Might not be good for negative messages (esp. emails) with internal communication (consider face-to-face option for conveying enthusiasm, warmth, complex situation, persuasive argument, smooth over disagreement)

Dealing With Unhappy Customers in Print and Online

Call or e-mail the individual or reply to his or her online post within 24 hours. Describe the problem and apologize. Promote goodwill by following up with a message that documents the phone call or acknowledges the online exchange of posts.

Writing Successful E-Mail Sales Messages

Craft a catchy subject line. Keep the main information "above the fold." Make the message short, conversational, and focused. Convey urgency. Sprinkle testimonials throughout the copy. Provide a means for opting out.

Good guy syndrome

Dangerous statements that ease your conscience or make you look good "I thought you were an excellent candidate, but we had to hire"

Direct mail vs. Email

Direct mail offers a higher response rate than e-mail. Direct mail can be personalized and carries a more complete message. Direct mail is expensive compared to e-mail. E-mail is the No. 1 marketing medium, ahead of direct mail. E-marketers can distribute a promotion faster than traditional messages.

Denying Claims

Don't blame customers, even if they are at fault. Adopt the proper tone. Avoid you statements that sound preachy. Use neutral, objective language to explain why the claim must be refused. Consider resale information to rebuild the customer's confidence in your products or organization.

Email and memo differences

Email: insiders or outsiders Memo: insiders only Memo for significant information (policy, procedure, salary, employee review, or longer reports); memo is necessary for internal messages that are Too long for email Require a permanent record Demand formality Sent as an attachment to an email Email: routine information, meeting setting up, appointments, notices, quick updates, supply responses, give directions, etc. Short, informal messages requesting information or responding to inquiries Effective for multiple recipients and messages that must be archived Emails can be informal (the reader knows you)

Email and memo organizational plan

Emails and memos are business writing Organizational plan: direct for positive/neutral; indirect for negative/persuasive Emails: routine request Subject line Direct opening (purpose) Body: details (skim value, doc design) Closing: action, goodwill, deadline, contact information

Effective Persuasion Techniques

Establishing credibility Making a reasonable, specific request Recognizing the power of loss Sharing solutions and compromising Expecting and overcoming resistance Tying facts to benefits

Delivering Bad News to Individuals or Groups

Explain past, present, and future. Consider taking a partner. Think about timing. Be patient with the reaction. Prepare and rehearse Gather all the information.

Best Practices for Instant Messaging and Texting (p. 216)

Follow your organization's policies. Don't disclose sensitive information. Steer clear from harassment and discriminatory content. Forward or link to photos, videos, and art with caution. Never say anything that could damage your reputation or that of your organization. Don't text or IM while driving. Separate business contacts from family and friends. Avoid unnecessary chitchat If personal messaging is allowed at work, keep it to a minimum. Make yourself unavailable when busy. Keep your presence status up-to-date. Don't blast multiple messages if you don't hear from coworkers immediately. Don't use confusing jargon, slang, and abbreviations. Care about correctness. Proofread!

AIDA

Gaining Attention-Summary of problem,Unexpected statement, Reader benefit,Compliment,Related facts,Stimulating question Building Interest-Facs, figure, expert opinions, examples, specific details, direct benefits, indirect benefits Eliciting Desire-Reduce resistance, anticipate objections, offer counterarguments,Use What if? scenarios, Demonstrate competence,Show value of proposal Prompting Action- describe specific request,sound confident, make action easy to take, offer incentive or gift, don't provide excuses, repeat main benefits

Tips for digital media

Guidelines for Safe Social Networking Establish boundaries Distrust privacy settings Rein in your friends (tag pictures that can be searchable) Beware "friending" Expect the unexpected Using Electronic Media Professionally (p. 231) In an age when nothing is lost, what was once an error can become a catastrophe.

Abusive language

Including abusive language on social networking sites such as Facebook and Twitter AVOID THIS... CAN LEAD TO LEGAL LIABILITY

Perloff's Five Components of Persuasion

Is a symbolic process Is self-persuasion Requires free choice Involves transmitting a message Involves an attempt to influence

Persuasion in Digital-Age Organizations

Managers no longer serve as primary information providers. Many supervisors view themselves as collaborators and mentors. Executives increasingly rely on persuasion to achieve buy-in from subordinates. Shift in authority is affecting the strategies and tone of workplace persuasive messages.

Other Techniques for Cushioning the Bad News

Position the bad news strategically. Use the passive voice. Highlight the positive, if plausible. Imply the refusal. Suggest a compromise or an alternative.

Developing Persuasive Press Releases

Present the most important information early, followed by supporting information. Don't put your best ideas last because the may be chopped off or ignored. Make the document readable and visually appealing. Limit the text to one or two double- spaced pages with attractive formatting. Insert intriguing and informative quotations of chief decision makers to lend the news release credibility. Look and sound credible—no typos, no imaginative spelling or punctuation, no factual errors.

5Rs

RECOGNITION the specific Acknowledge offense. REMORSE Embrace "I apologize" and "I'm sorry." REPEATING Promise it won't happen again and mean it. RESTITUTION Explain what exactly you will do about it. RESPONSIBILITY Be personally accountable.

Six Basic Principles That Direct Human Behavior

Reciprocation Liking Authority Scarcity Reciprocation Commitment Social proof

Delivering Bad News to Employees and the Public

Smart organizations involved in a crisis usually communicate the news openly. Managers explain the organization's side of the story honestly and promptly. Morale can be destroyed when employees learn bad news through the grapevine or from media. Whenever possible, management may want to deliver bad news personally. Organizations deliver bad news through multiple channels, print and digital.

Three criteria for effective subject lines

Specific, simple, and concise Reasonably short Adapted to the type of message Tips: put important information in the line include a verb if possible make email sound easy to deal with Positive/neutral Good news in the subject line Summarize neutral message to make it specific, simple, concise Negative Put the topic, not the bad news in the line ("status of your loan request) Focus on problem solving: Improving the hiring procedure Use a negative line only when Your reader may ignore the message Show firmness When readers need it to make a decision Impact is minimized Persuasive message: put common ground/benefits in the line "Reduce energy cost at LSBE"

Careless language

Statements that are potentially damaging or subject to misinterpretation "The factory is too hazardous for tour groups"

Managing Bad News Within Organizations

Telling the boss that something went wrong. Confronting an employee about poor performance. Announcing declining profits, lost contracts, harmful lawsuits, public relations controversies, and changes in policy. Decide whether the negative information is newsworthy: Use the indirect strategy if you know the news will upset the receiver.

Handling Problems With Orders

Use the direct strategy if the message has some good-news elements. The indirect strategy may be more appropriate when the message is disappointing.

Managing Negative News Online

What smart businesses do: Recognize social networks as an important communication channel. Become proactive and join the fun. Monitor and embrace comments.

Business letters

are: preferred channel for external communication in certain situations -provide permanent record -confidential and formal -deliver contracts -explain terms -share ideas -negotiate agreements -answer vendor questions -maintain customer relations

Press release

releases announce important information to the media, traditional or digital: