1
6 Delivering Good– and Neutral-News
Messages
IN THIS CHAPTER YOU WILL FIND:
LEARNING OBJECTIVES
KEY CONCEPTS
KEY TERMS
CHAPTER OUTLINE
TEACHING SUGGESTIONS
CLASSROOM ACTIVITIES
REVIEW QUESTIONS & SUGGESTED ANSWERS
FEATURED ASSIGNMENTS
ADDITIONAL ASSIGNMENTS
CASE ASSIGNMENT
LEARNING OBJECTIVES
1 Describe the deductive outline for good and neutral news and its adaptation for specific
situations and for international audiences.
2 Prepare messages that convey good news, including thank-you and appreciation messages.
3 Write messages presenting routine claims and requests and favorable responses to them.
4 Write messages acknowledging customer orders, providing credit information, and extending
credit.
5 Prepare procedural messages that ensure clear and consistent application.
KEY CONCEPTS
Good-news and neutral-news messages are included together in this chapter because the outlines
for these communications are both deductive. Strategies and examples are presented for the
KEY TERMS
TERM
PAGE
TERM
PAGE
Acknowledgement message
103
Persuasive claims
96
Adjustment messages
96
Persuasive requests
99
Claim
96
Resale
97
Deductive (or direct) sequence
91
Routine claims
96
Good-news messages
91
Routine requests
99
Neutral-news messages
91
Sales promotional material
97
CHAPTER OUTLINE
6-1 Deductive Organizational Patterns 91
6-2 Good-News Messages 92
6-2b Thank-you and Appreciation Messages 92
6-3 Routine Claims 96
6-3a Claim Message 96
6-4 Routine Requests 99
6-4b Favorable Response to a Routine Request 100
6-4d Form Messages for Routine Responses 101
6-5 Routine Messages about Orders and Credit 103
6-5a Acknowledging Customer Orders 103
6-5c Extending Credit 104
6-6 Procedural Messages 106
TEACHING SUGGESTIONS
LEARNING OBJECTIVE 1
Describe the deductive outline for good and neutral news and its adaptation for specific
situations and for international audiences.
Introduction
• Discuss the wide variety of channels available for internal and external business
communicators.
• Point out the three main types of channels—written, electronic, and spoken—and the options
available in each.
• Remind students of previous discussions of channel choice based on receiver-reaction, the
importance of the message, and the need for permanent record of the message.
3
• Review the concepts of adapting messages to an audience.
Deductive Organizational Pattern
• Discuss the need to assess the receiver’s likely reaction to a message.
• Show the deductive outline used when the reader will be pleased or interested as you discuss
the sequence of the good- or neutral-news messages.
LEARNING OBJECTIVE 2
Prepare messages that convey good news, including thank-you and appreciation messages.
Good-News Messages
• Discuss with students the different types of good news messages.
• Ask students, “How can you determine whether a message is good news or routine news?”
• Discuss with students the need to always consider receiver reaction to determine into which
category a message will fall.
Positive News Messages
• Emphasize placing the important information, the “good news,” at the beginning of the
Thank-You and Appreciation Messages
• Emphasize that writing these messages promotes goodwill and builds strong, lasting
relationships among employees, clients, customers, and other groups. Emphasize the
following points:
• Initiate a discussion of the need for thank-you and appreciation messages. Ask students if
they have ever received a thank-you note they did not expect. How did receiving that note
make them feel? Would they be more willing to help in the future because of the
appreciation? Why or why not? How might these types of messages help businesses build
lasting relationships with customers or clients?
• Discuss examples of good and bad appreciation messages, as you lead a discussion of
successful goodwill messages.
• Show an example of an ineffective message and lead a discussion about it.
• Ask students to edit or rewrite their own letters for maximum effectiveness, using the “Check
LEARNING OBJECTIVE 3
Write messages presenting routine claims and requests and favorable responses to them.
Claim Message
• Discuss the importance of building lasting relationships with customer. Refer back to the
strategies for building goodwill.
• Discuss why claims letters are used: “The need for claim letters or requests for adjustment
occurs when a business or consumer asks for something to which they think they are
entitled.”
Favorable Response to a Claim Message
• Focus on the three steps involved in the claim message sequence (request an adjustment,
provide an explanation, and remind of the request).
• Emphasize the value of including a resale or sales promotion message in adjustment letters.
• Help students identify the differences between resale and sales promotion. Discuss the
definitions of each term. Remind students that all responses to claim letters should include
one of these statements.
Routine Requests
• Ask students to follow the deductive sequence steps in the routine request (state request, ask
specific questions, and express appreciation).
• Lead in a discussion of successful routine requests.
Favorable Responses to a Routine Request
• Lead in a discussion of successful favorable replies to routine requests.
• Remind students again that email is the channel of choice for many routine communications,
Favorable Response to a Favor Request
• Review with students the structure of writing a favorable response to a routine request.
• Lead a discussion about a successful favorable response to a routine request.
Form Letters for Routine Responses
• Discuss the purpose of form letters: a fast efficient way to transmit messages to which
receiver reaction is likely favorable or neutral.
• Ask, “Have you ever received a form letter, especially for sending in a job application? How
did you feel when you received it?”
• Discuss creating personal and appealing form letters.
LEARNING OBJECTIVE 4
Write messages acknowledging customer orders, providing credit information, and extending
credit.
Routine Letters about Orders and Credit
• Discuss the procedures companies typically use to acknowledge orders and situations when
sending an individualized letter of acknowledgment would be appropriate.
• Discuss online order confirmations. Ask students to share their experiences with email order
confirmations. What companies use effective messages? What companies have they
experienced difficulties with concerning order confirmations?
Providing Credit Information
• Lead students in a discussion of the legal and ethical responsibilities of providing credit
information.
• Ask: “What are the long–term consequences of providing incorrect or exaggerated credit
information? What are the consequences of ignoring a request for credit information about a
customer?”
Extending Credit
• Emphasize the legal aspects involved in writing letters about credit.
LEARNING OBJECTIVE 5
Prepare procedural messages that ensure clear and consistent application.
Procedural Messages
• Discuss the importance of writing effective procedures and instructions.
• Discuss principles related to writing effective procedures and instructions.
Summary
• Use the “Check Your Communication” checklist as a review for students. Remind students to
use these guidelines when planning and revising an assignment.
• Have students locate an appropriate article and prepare an abstract for electronic distribution
to a group.
CLASSROOM ACTIVITIES
1. Deductive Openings: Revise the following openings so that they are deductive.
a. In last week’s budget meeting, the controller underscored that budgets are lean this
quarter. However, she has approved your request for computer upgrades for your staff.
b. The Crown Club is a service organization that has always been held in high esteem
within the automobile industry. Our membership is honored to extend an invitation for
you to join us as we help the industry move forward.
c. It is rare that we receive a claim regarding a defect in our high-quality scanners,
especially in one that has only been in use for seven months. However, because of our
belief in our product, we will ship you a replacement machine upon receipt of your
current model.
d. This letter is in response to your application for credit dated June 30; your application
has now been reviewed.
2. Document for Analysis: Thank You: Analyze the following letter. Pinpoint its strengths and
weaknesses, and then revise the letter as directed by your instructor.
Students should identify these organization, content, and style errors:
Organization
• Uses the inductive approach, without saying thank you or expressing appreciation in the first
sentence (the recommended deductive approach).
Style
• Overuses “We,” creating a receiver-centered tone.
• Uses wordy clichés and general, superficial statements that could cause the reader to question
the writer’s sincerity.
3. Document for Analysis: Claim Request: Analyze the following letter. Pinpoint its strengths
and weaknesses, and then revise the letter as directed by your instructor.
Dear Mr. Berkin:
When I ordered my Precor treadmill last month, you assured me that it was the best
product for cardiovascular fitness. After viewing the DVD you sent, I believed in your
product and your company and soon placed my order. I received the treadmill on January
12.
The product was easy to set up, and after watching the instructional video and reading the
Dear Marsha:
We hired you last year on the promise that your company would provide us with a quick
response to technical problems. I am pleased to see that your company lived up to its
promise.
I would like to thank you and your company for your assistance in getting our Internet site
operational after lightning struck our building during a recent storm. We appreciate you
and your team arriving so quickly and working “around the clock” to get our system
operational. Our business relies heavily on having this site available to our customers to
increase our sales.
Please communicate our appreciation to your team for their efforts.
I would like this problem solved, either through a new machine being sent to me free of
charge, or a refund after I return this machine.
Organization
• Uses an inductive approach rather than deductive outline required for routine claim letters.
Content
• Does not begin with the main idea—request for an adjustment.
Style
• Presents details in a wordy, unorganized manner.
4. Document for Analysis: Routine Request: Analyze the following letter. Pinpoint its strengths
and weaknesses, and then revise the letter as directed by your instructor.
Students should identify these organization, content, and style errors:
Organization
• Uses an inductive approach rather than deductive outline required for routine request letters.
Content
Style
• Presents details in a wordy, unorganized manner. Needs a bulleted list to enhance visual
5. Document for Analysis: Procedural Message: Analyze the following section of a procedures
memo intended to communicate procedures for replacing a damaged badge. Pinpoint its
strengths and weaknesses, and then revise the memo as directed by your instructor.
Students should identify these organization, content, and style errors:
Organization
• No errors.
Content
FROM: Christina Knox
TO: Line Supervisors
SUBJECT: Damaged Badge Readers
DATE: January 3, 2019 at 11:45 a.m.
We have designed a form (PR-17) your employees must complete when they report faulty
badges. After receiving this form from the employee, Sara Nazzaro in the Payroll Office
6. Document for Analysis: Procedural Message Serving as a Written Record: Analyze the
following message confirming the arrangements for a golf outing Coleman Industries
organizes annually to develop customer loyalty and new business. Pinpoint the message’s
strengths and weaknesses, and then revise the message as directed by your instructor.
Students should identify these organization, content, and style errors:
Organization
• Details are difficult to follow. Needs a bulleted or numbered list to outline specific details.
Content
Style
• Includes unnecessary writer-oriented language throughout.
7. Thank-You Message: Thanks for a Favor: Read the following scenario then complete the
exercise below.
A number of individuals have been especially helpful as you have pursued your degree,
and you want to express your appreciation. Your choices might include writing to an
instructor who served as a job reference or advised you to complete an internship
FROM: Janice Graham
TO: David Sharp, PGA Professional
SUBJECT: Cox Industries Customer Appreciation Golf Day
DATE: April 3, 2019 at 11:45 a.m.
This email confirms the arrangements for the Coleman Industries golf outing we have
scheduled for May 29.
First of all, please reserve the course for us on that day. We agreed on a fee of $10,000, which
you said includes greens fees, range balls, and golf carts for 90 golfers. We will need you to
Content of the message will vary according to the recipient selected but should include the
following:
• Thank the individual for the contribution he/she made to your success.
REVIEW QUESTIONS & SUGGESTED ANSWERS
1. List the steps in the deductive outline recommended for good- and neutral-news
messages.
2. Discuss guidelines for communicating with an international audience.
3. What suggestions will contribute to a warm, genuine tone in a thank-you or
appreciation messages?
4. Explain how claim messages and responses to requests both use the deductive message
pattern.
5. What is the difference between resale and sales promotional material? Provide an
example of each. Why should resale and sales promotional material be included in an
adjustment letter?
6. Distinguish between the two major types of request messages, and specify the outline
preferable for each type.
7. Describe the procedure typically used by companies to acknowledge orders. Provide
three situations when sending an individualized order acknowledgment would be
appropriate and explain why?
8. Provide suggestions for writing a legally defensible credit information letter.
In writing credit information letters, the writer should comply with requirements of the Equal
9. Provide guidelines for writing instructions that can be understood and followed
consistently.
10. What criteria should be used in determining whether a good- or neutral-news message
would be best communicated on paper, electronically, or verbally?
11. What considerations should be given to a message recipient’s culture when planning a
good-news or neutral-news message?
FEATURED ASSIGNMENTS
1. Communication Success Stories: Conduct an electronic search to locate an article that deals
with successful communication in a company or organization. Prepare an abstract of the
article that includes the following parts: (1) article citation, (2) name of
2. Read the following routine claim letter. With students, discuss the weaknesses. In groups,
have them revise to improve the letter.
Yesterday evening I stopped by the construction site of the apartments you are under contract
to build. You appear to be well ahead of schedule.
According to our agreement, all requests and complaints are to be made in writing. I noticed
that water heaters had been installed in two of the apartments. The units are 30-gallon heaters,
but the specs call for 50-gallon heaters in each of the 12 apartments.
For some families, the smaller size may be sufficient; but others may need the larger size.
Because the larger size is specified in the agreement we signed, I respectfully request that the
two 30-gallon units be removed and that 50-gallon water heaters be installed in all the
apartments.
Thank you for your consideration in this matter.
This letter has several weaknesses, including the following:
• Uses inductive outline and treats routine claim as a bad-news message; buries the routine
Here is a revised letter that better follows the suggested format.
Dear Mr. Jackson:
3. Analyzing Good-News Messages: Find an example of both a well-written and a poorly-
written good-news or routine memo, email message, or letter; analyze the strengths and
weaknesses of each document; and prepare to discuss them in class.
After removing identifying information, make visuals of selected messages contributed by
4. Analyzing International Business Messages: Obtain a copy of a business letter written by
someone from another culture. Identify the major differences between this letter and a
traditional U.S. letter. Include information about cultural differences that might be reflected
in the message style. Create a visual of your letter and share your analysis with the class as
directed by your instructor.
5. Analyzing Professional Apologies: Professional apologies are inevitable for companies if
they wish to prevent unfortunate situations from undermining even the strongest relationships
with customers, clients, and employees. Use an online database to find articles that provide
information and examples of apologies made by companies or individuals. Then assemble in
ADDITIONAL ASSIGNMENTS
1. Read the scenario before completing the exercise below:
Poor Example of a Procedural Memo:
TO: All Employees
FROM: Joe Brown, HRM Director
DATE: March 7, 2013
RE: Earthquake Preparedness
Because earthquake tremors have been jarring Evansville and we are located in a high-rise
building, we need to be sure that we are prepared for an earthquake. Therefore, the following
actions should be taken in the event of an earthquake:
1. Elevators should not be used.
3. Earthquakes do not kill; buildings do.
5. People in offices should drop to the floor, take cover under desks, and ride out the tremor.
6. If no desks or tables are near, people should seek cover against an interior wall.
Weakness of the memo:
• Uses passive voice; should be received-centered.
• Uses numbered list for tasks not occurring in specific order.
• Uses non-parallel items in list.
• Uses dangling modifier.
Improved Example of a Procedural Memo:
TO: All Employees
FROM: Joe Brown, HRM Director
DATE: March 7, 2012
RE: What Do In Case of Earthquake
As many of you are aware, earthquakes have been occurring more frequently in Evansville.
Because our offices are located in a high-rise building, we need to be as prepared as possible
2. Read the scenario before completing the exercise below:
The following is a sample appreciation note:
Appreciation for Outstanding Work
Ren,
Completing the ropes course at Camp Horizon was a memorable and life-changing
experience for every member of our office staff.
Point out the following characteristics of the appreciation note:
• Extends appreciation
3. Read the scenario before completing the exercise below:
Response:
Mike,
One of your employees, Ren, led a department training effort with a ropes course at Camp
Horizon that was a training success for your department. Write a note of appreciation to him
for the work he did, expressing what you see as the benefit to the staff participating in the
course. Ropes courses typically help individuals learn to deal with limitations, work together
collaboratively, and show how obstacles can be overcome.
You are part of a planning committee. Because of a plane delay, you missed a meeting.
However, you do have the requested report completed that you were responsible for, which
you’re hopeful can be discussed at next week’s meeting. Write a short apology message to
your supervisor.
The report on tax considerations for the proposed site of the Windermere Apartments is
ready.
4. Read the scenario before completing the exercise below:
Your memo should:
2. Include important information uncovered through your research. (Use an appropriate method
of citation to give credit to sources.)
3. Outline the recommended steps that your company should take in regard to the matter.
CASE ASSIGNMENT
SNOOP PROOF YOUR PC
Protecting the security of data files and computer activities is high priority for individuals
and businesses alike. However, your PC is ready and able to reveal not only your data but what
As a manager you may become aware of problems requiring you to address sensitive
behavioral issues. The use of profanity in the workplace, the internal distribution of rude
jokes or cartoons, and improper attire are a sample of problems that, if not addressed, can
An obvious way to protect your information is to encrypt sensitive information. Good
encryption and locking solutions are increasingly user friendly and inexpensive. Numerous
products are available, with the most effective tools encrypting both file contents and passwords
used to access them. Encryption usually defeats casual efforts at intrusion and complicates even
advanced snooping attempts.
raising concerns about privacy and danger of identity theft. A Nevada woman bought a used
computer and discovered it contained prescription records on 2,000 customers of an Arizona
pharmacy. On most operating systems, simply deleting a file and even emptying it from the trash
folder does not necessarily make the information irretrievable. The information can live on until it
is overwritten by new files. Even reformatting a drive may not eradicate all data.
Activities
1. Locate other articles that discuss ways to protect your computer files and activities. Prepare
an oral presentation about your findings.
2. Mark Twain once said, “There is no security in life—only opportunity.” How does this
philosophy relate to the use of computers in an environment of inherent security risks?
Prepare a one-page essay that explains your reasoning.
3. Make a chart that summarizes the major snoop risks on your PC and actions that can be
taken to minimize each risk.