Business Communication & Ethics (HS-208/ 304)

Mahwish Arif

Business Messages
Business messages can be categorized based on authors purpose or the initial response expected
from the reader. Such messages could be:
1. Routine/ Neutral/ Informative/ Good News/ Positive/ Goodwill Messages
2. Bad News/ Negative Messages
3. Persuasive Messages

These business messages can also be classified based on their format, and the internal/ external
audience they are directed to:
1. Letter format for external communication using the letter elements and formats
2. Memo format for the internal communication using a prescribed organizational format

Business Messages Based on Purpose/ Response

1. Routine Messages include:

Enquiries and information about procedures, products/ services, options

Announcements of policy/ policy changes
Acceptances
Positive answers to readers requests
Instructions to staff and employees regarding systems/ procedures
2. Bad News Messages include:

Rejection, and refusal to requests

Regrets
Announcements of policies/ policy changes which have disadvantage to the reader
Negative performance appraisals
Disciplinary notices, notices of defects
3. Persuasive Messages include:

Orders, requests
Proposals, recommendations

Business Communication & Ethics (HS-208/ 304)

Mahwish Arif

Sales, fund-raising letters

Job applications
Efforts to change peoples behavior
Public service messages/ advertisements
Purposes of the Business Messages
These messages serve a variety of primary and secondary purposes.
A positive message primarily intends to:
give information or good news to the reader or to reassure the reader
have the reader read the message, understand it, and view the information positively
deemphasize any negative element
A negative message serves the following primary functions:
convey the bad news
gain acceptance for it
maintain as much goodwill as possible with the audience
Persuasive messages are primarily written to:
have the reader act
provide enough information so that the reader knows exactly what to do
overcome any objections that might prevent or delay action
All the three messages have the same secondary purpose:
to build a good image of the writer
to build a good image of the writers organization
to cement a good relationship between the writer and the reader
to reduce or eliminate future correspondence on the same subject so the message does
not create more work for the writer

Business Communication & Ethics (HS-208/ 304)

Mahwish Arif

Organizational Plans for Business Messages

1. Positive Messages follow direct organizational plan:
o

Opening: Ask the most important question first or express a polite command.
o Body: Explain the request logically and courteously. Ask other questions if
necessary.
o Closing: Request a specific action with an end date, if appropriate, and show
appreciation.
2. Negative Messages are written using indirect organizational plan:
o Buffer: Open with a neutral but meaningful statement that does not mention the
bad news
o Reasons: Explain the causes of the bad news before disclosing it
o Bad News: Reveal the bad news without emphasizing it. Provide an alternative or
compromise, if possible
o End with a personalized, forward-looking pleasant statement. Avoid referring to
the bad news.

TypesofBuffers:
Agreement: find a point on which you and the reader share similar views
Appreciation: express sincere thanks for receiving something
Cooperation: convey your willingness to help in any way you can realistically can
Fairness: assure the reader that you have closely examined and carefully considered the
problem, or mention an appropriate action that has already been taken
Good news: start with the part of your message that is favourable
Praise: find an attribute or an achievement to compliment
Resale: favourably discuss the product or company related to the subject of the letter
Understanding: demonstrate that you understand the readers goals and needs
3. Persuasive Messages follow AIDA (Attention, Interest, Desire, Action) approach:

Opening: Capture the readers attention and interest. Describe a problem, state
something unexpected, suggest reader benefits, offer praise or compliments, or ask a
stimulating question.
Body: Build interest. Explain logically and concisely the purpose of the request. Prove
its merit. Use facts, statistics, expert opinion, examples, specific details, and direct and
indirect benefits. Reduce resistance. Anticipate objections, offer counterarguments,
establish credibility, demonstrate competence, and show the value of your proposal.
Closing: Motivate action. Ask for a particular action. Make the action easy to
take. Show courtesy, respect, and gratitude.

Business Communication & Ethics (HS-208/ 304)

Mahwish Arif

Tips for Writing Effective Positive Messages

Be selfless. Discuss the receiver, not the sender.
Be specific. Instead of generic statements (You did a good job), include special
details (Your marketing strategy to target key customers proved to be outstanding).
Be sincere. Show your honest feelings with conversational, unpretentious
language (We are all very proud of your award).
Be spontaneous. Strive to make the message natural, fresh, and direct. Avoid
canned phrases (If I may be of service, please do not hesitate . . .).
Keep the message short. Remember that, although they may be as long as
needed, most goodwill messages are fairly short.
Tips for Writing Effective Negative Messages

Begin Indirectly: Express appreciation, but don't thank the reader for requesting
something you are about to refuse. Show agreement on some point, review facts, or show
understanding. Consider apologizing if your organization was responsible for
disappointing the customer.
Provide Reasons: Except in credit denials, justify the bad news with objective reasons.
Explain what went wrong, what you are doing to resolve the problem, and how you will
prevent it from happening again. Avoid blaming the customer or hiding behind company
policy. Look for reader benefits.
Present the Bad News: Consider implying the bad news rather than stating it overtly.
Offset disappointment by offering gifts, a reduced price, benefits, tokens of appreciation,
or something appropriate. Suggest an alternative if one is possible.
Close Pleasantly: Look forward to future business. Suggest action on an alternative.
Offer best wishes, refer to gifts, or use resale sensitively. Don't mention the bad news.
Tips for Writing Effective Persuasive Messages
Gain Attention: Use the indirect pattern rather than blurting out the request immediately.
Begin with a problem description, unexpected statement, compliment, praise, related
facts, stimulating question, or reader benefit to grab attention.
Build Interest: Develop interest by using facts, statistics, examples, testimonials, and
specific details. Establish your credibility, if necessary, by explaining your background
and expertise. Support your request by tying facts to direct benefits (increased profits,
more efficient operations, better customer relations, saving money, a returned favor) or
indirect benefits (improving the community, giving back to the profession, helping the
environment).

Business Communication & Ethics (HS-208/ 304)

Mahwish Arif

Reduce Resistance: Anticipate objections to your request and provide counterarguments.

Suggest what might be lost if the request is not granted, but dont make it sound like a
threat. Explain how easy it is to respond to the request.
Motivate Action: Make a precise request that spells out exactly what you want done.
Add a deadline date if necessary. Repeat a benefit, provide additional details, or offer an
incentive. Express appreciation.