Planning and Organizing

Business Messages
Elmer D. Baybay
Learning Objectives

 Identify the categories of communications and

explain when they are used.
 Analyze situations to select the best approach when
responding when responding to communications.
 Apply the direct approach in preparing positive
communications.
 Apply the indirect approach in preparing negative or
bad news communications.
 Apply the persuasive approach in preparing sales
letters or other persuasive communications.
 Develop planning procedures for organizing
communications.
Planning for Effective Communications

Determining the Purpose of the Communication

 What is the specific purpose of the

communication?
 What, if anything, is being requested?
 What information must the message
include?
 What response would you like it to bring?
 What is the best media to use to
communicate the message?
Planning for Effective Communications

Identifying the Intended Audience

 Who is the receiver?

 What is known about the receiver’s
background, knowledge, interests and
experiences?
 How does the receiver feel about the
situation?
 What does the receiver need or want to
hear?
 What does the receiver expect from you?
Planning for Effective Communications

Developing the Content

 Positive Communications
 Negative Communications
 Persuasive Communications
Organizing the Message
Positive Communications: The Direct Approach
Daily correspondence that requests or provides
information.
Opening : Start with what receiver wants to hear
(good news) or with specific information
needed to make a request.

Middle : Give explanation of good news or details.

Ask specific questions to help receiver
give answer.

Closing : Make specific request for action tied with

appreciation. Express goodwill.
Resell organization and/or product or
service.
Organizing the Message
The Direct Approach: Examples

Request appointments or reservations

Request information about products
and services
Answer yes to inquiries and requests
Grant adjustments and credit
Send goodwill messages
Organizing the Message
Negative Communications: The Indirect Approach
Bad news or refuse a receiver’s request.

Opening : Pleasant, neutral or relevant statement.

Never start with bad news.

Middle : Give reasons, explanations or facts about

the negative news – tell why. Make
explanation receiver-oriented and positive
-- tell what you can do instead of what you
can’t do.
Give bad news after the reasons.

Closing : Use pleasant, relevant comment to end

on a positive note.
Organizing the Message
The Indirect Approach: Examples
Refuse appointments, claims or
reservations
Communicate unfavorable decisions
Turn down invitation
Say no to inquiries and requests
Refuse an order
Refuse to make adjustments or give
credit
Turn down a job applicant
Organizing the Message
Persuasive Approach in Communications

 Sales letters
 Sales promotions letters
 Persuasive request letters
 Job application letters

Motivate the reader to read or listen to

your entire message and to react
positively to it.
Organizing the Message
Persuasive Approach in Communications

ttention question, quote, statement

nterest benefit

esire physical details

ction Ask the receiver to take

immediate action
“Don’t use formulas.
Rely on your
knowledge of why
people buy things.”
Developing a Written Plan

Clarifyingyour thoughts
Ensuring inclusion of all
important details
Making actual writing
faster and easier
Developing a Written Plan
Planning Your Message

1. Write the main and secondary purposes of the

message concisely.
2. Jot down all points to be covered in the message
that will accomplish the primary and secondary
purposes.
3. Cross out any duplicate items. Delete any items
that can be omitted. Group similar ideas together.
4. Choose the best approach.
5. Number the items in the order in which you will
cover them in your message.
Writing the Rough Draft