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10_BC_Chapter8 - M09_BOVE5352_09_SE_C08.QXD 12:59 PM Page...

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CHAPTER 8 Writing Routine and Positive Messages LEARNING OBJECTIVES After studying this chapter, you will be able to 1 Apply the three-step writing process to routine and positive messages 2 Outline an effective strategy for writing routine requests 3 Explain how to ask for specific action in a courteous manner 4 Describe a strategy for writing routine replies and positive messages 5 Discuss the importance of knowing who is responsible when granting claims and requests for adjustment 6 Explain how creating informative messages differs from responding to information requests 7 Describe the importance of goodwill messages and explain how to make them effective COMMUNICATION CLOSE-UP AT CONE, INC. www.coneinc.com Considering the number of corporate scandals in re- cent years, it’s easy to forget that thousands of compa- nies continue to conduct business ethically and work to make significant contributions in their communities. Ready to help them in their efforts to help others is Carol Cone of Cone, Inc., a Boston-based agency that specializes in cause branding, linking corporate brands to socially beneficial programs. One of Cone’s biggest success stories has been publiciz- ing the efforts of ConAgra Foods, which took up the cause of child hunger in the United States through its Feeding Chil- dren Better program. A centerpiece of those efforts is the Kids Cafés, an after-school program that serves free, hot, nu- tritious meals to kids in need. Since it became the national sponsor of Kids Cafés, ConAgra has funded 150 new Kids Cafés, each one providing more than 10,000 meals a year. ConAgra also helps in the battle against childhood hunger by helping to improve the distribution of food nationwide. Cone focuses news releases, web content, and other messages on the three main goals of the program: (1) getting food to children who need it, (2) repairing the breakdowns in food distribution, and (3) raising national awareness about child hunger. ConAgra and Cone have received numerous ConAgra’s Feeding Children Better program supports thousands of children every year, and the company’s public relations agency uses these successes to focus nationwide attention on the problems of childhood hunger.
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1 L E A R N I N G O B J E C T I V E Apply the three-step writing process to routine and positive messages 214 PART 3 Crafting Brief Messages Even simple messages can benefit from thoughtful planning. USING THE THREE-STEP WRITING PROCESS FOR ROUTINE AND POSITIVE MESSAGES Regardless of the subject matter of your business messages, you can make them more effec- tive by following Carol Cone’s advice (profiled in the chapter-opening Communication Close-Up) to stay focused on your overall business goals and to emphasize the audience’s concerns whenever you write. Like Cone, you’ll be composing numerous routine and posi- tive messages during the typical business day. In fact, most business communication is about routine matters: customer orders, company policies, employees, products, opera- tions, and so on. Such messages are rarely long or complex, but the three-step writing
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