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Chapter 3 Mgmt 346 Spring 2011 Revised

Chapter 3 Mgmt 346 Spring 2011 Revised - Chapter 3 Building...

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Chapter 3: Building Goodwill Mgmt 346 Dr. Vlajcic In the News (Case Study): United Airlines. How does pilot Denny Flanagan build goodwill with passengers? How does this help United? Why do we care so much about building goodwill? With whom? Examples? What can we do to build goodwill with our audiences? Adopt a “You-Attitude.” Basically, this means thinking in terms of benefit to the audience: what will work for this audience? Probably best to look at the situation from the audience’s point of view: 1. Talk about the reader, not yourself. 2. If responding to a request or customer order, refer to it d.)irectly. 3. Focus on facts, not feelings—but be sensitive to the audience’s feelings. 4. Emphasize “you” in positive situations. Use active voice sentences. 5. Avoid “you” in negative situations. Use passive voice sentences. (Show examples to illustrate these points.) Organize the message appropriately: 1. Be complete.
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