BUSINESS COMMUNICATION

SKILLS
Writing directly and indirectly
Direct and Indirect Approaches

• In writing letters, memos, and e-mail messages, one issue that you'll
need to consider is whether your message is one that is likely to be
well-received or one that may encounter resistance or ill-will--a "bad
news" message of some type. Also making sure to use a reader-
centered perspective that utilizes a "you" approach and positive
wording.

• In addition to a reader-centered perspective, however, you also

should consider the difference between what is called a direct and an
indirect approach when organizing letters, memos, and e-mail
messages, especially ones that convey bad news.
DIRECT APPROACH
Business Communication Skills
Direct Writing

DIRECT APPROACH

• The direct approach anticipates no resistance to its message--for

instance, "you've been hired," "your order is being shipped today," or
even "the project will be done in one week.“

• In this case, organizing your message is simple. Memos and letters

should have some kind of brief introduction, sometimes as its own
paragraph.

• If you're using the direct approach, this introduction is simply a

straightforward statement of the main point of the message. For
instance:
Direct Writing

DIRECT APPROACH

• If you are writing a letter to confirm an order, simply begin by stating,

"We have received your order for part #23-B-4439 and are shipping it
today." Then the rest of the letter can provide details like shipping
time, cost, etc.

• Whenever possible, use the direct approach. Most readers are in a

hurry and want the main point up front. And if there's no reason for
them to respond negatively, there's no reason to delay that main
point.

• Keep in mind that the direct approach applies equally to letters,

memos, and e-mail messages.
When to use Direct approach

• Some of the examples where you could use direct approach

presenting bad news include:
When to use Direct approach

• The bad news involves a small, insignificant matter and can be

considered routine

• The writer wants to emphasize the negative news. For example, you
may have already refused the request once and the reader writes a
second time

• The receiver may overlook /ignore the bad news. With the amount of
information received daily, many readers skim messages and only
look at the opening for main point/ key point
Direct Openings purposes

• Getting information

• Seeking help

• Making a request

• Placing an Order

• Asking for credit

• Expressing thanks

• Telling a decision

• Making a recommendation
Direct Opening Purposes

• Look at the following letter of Expressing Thanks for an example.

Expressing Thanks
Dear Management Team,

My family & myself travelled to Surabaya from Australia recently to attend my sons
wedding. We couldn't have chosen a more welcoming hotel than your property.
Every staff member was extremely friendly and accommodating to our needs.

The hotel is located very close to a huge shopping mall which is within walking
distance or you can get the free hotel shuttle if you are feeling lazy!

We made good use of the pool which is located on the 4th floor and enjoyed cooling
off in the cool water. The gymnasium looked to be well equipped and very clean as
did the Jacuzzi and health spa, although we didn't use these facilities.

The only minor complaint is that housekeeping often didn't always replace things
used from bathroom or mini bar but I'm sure a quick phone call would have rectified
this at once.

Overall we enjoyed our stay here and would recommend this hotel to anyone.
Direct Response

• Sending information

• Offering help

• Granting a request

• Filling orders

• Granting credit

• Soliciting feedback
Direct Response Purposes

• Look at the following response to the Expressing Thanks letter for an

example.
Expressing Thanks
Dear Sir/Madam,

We are delighted to hear that overall you have an enjoyable stay at our
hotel and your compliments about our facilities, products, and services
are very much welcomed.

Our guests’ feedbacks are crucial for us to continue improving our

service, thus we thank you for your comment about bathroom and mini
bar replenishment as it can help us take some necessary action in
order to achieve greater heights and provide unmatched services in the
future.

We look forward to welcoming you back again whenever your travels

bring you back to Surabaya.

Warm regards,
INDIRECT APPROACH
Business Communication Skills
Indirect Writing

INDIRECT APPROACH

• Sometimes, your letter, memo, or e-mail message contains "bad

news" of some type--a rejection of a request for funding, a report that
a project won't be completed on time, a notice that an order hasn't
been shipped yet.

• In that case, you may need to adopt an indirect approach, one that
strategically delays the bad news until your reader has been prepared
to accept or deal with it in a positive way.
Indirect Approach

• In this instance, organizing your message can be a bit more

complicated and call for a bit more strategy. Think of situations in
which you've had to communicate bad news orally--that someone has
broken his or her arm at work, for instance.

• You generally don't go to that person's family and simply blurt out that
their loved one has been hurt. You usually begin with something to
soften the bad news a bit.

• For example:
Indirect Approach

• You might begin by assuring them that their loved one is okay or is
being taken care of. Then you might go on to explain the injury and
what has been done and so forth. That bit of reassurance in this case
is called the buffer--material designed to postpone the bad news and
to win trust.

• Here are three examples:

Indirect Approach

• Example 1

• "I agree that the Smith account is important"

• (even though the letter eventually informs the reader that it won't be
completed until next week).
Indirect Approach

• Example 2

• "Thank-you for your recent interest in the book-keeping position"

• (even though the letter eventually informs the reader that the
company has decided to offer the job to another applicant).
Indirect Approach

• Example 3

• "Your order is being shipped today"

• (even though the rest of the letter might go on to discuss the fact
that the price has increased since the order was placed).
Indirect Approach

• Be careful with buffers.

• What you don't want to do is create the impression that you're stalling,
or attempting to hide the negative message, or just offering some
lines of B.S.
Indirect Approach

• Be careful with buffers.

• If there is bad news to communicate, you have to be honest in

communicating it and you need to get to it in a way that doesn't waste
your reader's time.

• However, a well-placed paragraph, sentence, or just a phrase can go

a long way toward softening the blow and helping readers realize that
even though the news is bad, you still have their best interests in
mind.
Indirect writing

• Indirect writing is more detail and personal letter or approaches to

deliver the news or make the request and include details or
explanations
Indirect writing

• When you want to give your audience a chance to “buy” into your
ideas they agree with or they problem that you need to solve, before
you present the solution, you should use indirect approach
Indirect writing

• Indirect approach will soften your audience’s resistance, arouses their

interest and increases their tendency to see you as fair-minded
person
Indirect approach

• Elements for a bad news letter opening:

• Appreciation: Thank you reader for the information, etc.

• Compliment: Try to compliment your reader on something good

about his/her record or request

• Good News: If you can grant their request & you think your reader
will be eased, begin with the good news

• Neutral Courtesy: Keep the opening paragraph noncommittal

Indirect approach

• Begin with a neutral statement – open with neutral comment and

acknowledge the problem politely in a way that leads to agreement.
Indirect approach - Explain the denial

• Explain the denial – should explain & give reasons in positive

manner while being specific, but not using the words company policy
– if it is very urgent because the customer won’t feel sympathetic to
that excuse.

• Sometimes you don’t have to give news; a simple statement of fact

will make the refusal clear.

• Ex: “ For this position, the applicant must have 5 years of full time
job experience “ instead of; “ You do not have the necessary
requirements for this job “
Indirect approach- End on a positive note

• End on a positive note: Close your document with positive

statement to preserve the established goodwill of the customer.

• You want your readers to feel favorably disposed toward you and to
feel you care about them. Whatever you write, do not bring up the bad
news again.
DIRECT/INDIRECT SAMPLES
Direct Sample
Indirect Sample
BAD NEWS LETTERS
Examples
Bad News Letter – Example 1

Re: Travel Request Denial

Dear Sir,

I regret to inform you that your request for travel funds to travel to the
Syllabus Conference in Santa Clara, California, has been denied. The
university has limited funds available for travel this year and although I
know you really want to go, I can't afford to give you the $1500 you
requested (which by the way is a lot to request at this late date at the
current time of this request.

I hope you understand our position because we really want our faculty to
be happy. Even though I can't pay for this trip, I encourage you to apply
again for future travel money because I hope to receive more money
budgeted for travel the next fiscal year of 2017/2018.

Thank you again for your request. I always strive to help faculty fund their
travels.
Bad News Letter – Example 1 – Analysis

• The previous example is problematic for two reasons.

• First, the bad news is mentioned right away, in the subject line and in
the first sentence. Upon reading this news, the reader might be
shocked, will probably be angry, and may not read the rest of the
letter. To prepare the reader and to try to get the reader to understand
the reasoning, the writer should place a buffer and the reasons before
the news.
Bad News Letter – Example 1 – Analysis

• The previous example is problematic for two reasons.

• Second, the letter lacks you-attitude and is written from the writer's
own viewpoint. Notice that the word "I" is used 8 times. This tone may
cause the reader to conclude that the writer doesn't care about him or
her. Throughout the letter, the writer needs to be more concerned
about the reader's reactions and opinions.
Bad News Letter – Example 2

Re: Travel Request

Dear Sir,

Thank you for your interest in new, emerging online technologies. The
travel committee reviewed your request to attend the Syllabus Conference
in Santa Clara, California in July.

The university increased its travel budget this year by $5,000. However,
with the increase in requests we’ve received and because we are close to
the end of a fiscal year, we have used all our travel funds for the year. As
much as we would like to fund your request, we just do not have the
money to do so. Remember, though, that if you have departmental funds
available, you may use those. You may also want to check to see if any
divisional monies are still available.

I do hope you will be able to attend the conference. Please contact me if

you need help finding another source of funding.
Bad News Letter – Example 2 - Analysis
• This previous example is much more effective.

• The writer does a good job of using a common ground statement and placing
the reasons before the bad news. In addition, the letter is written with you-
attitude.

• By providing alternatives and offering to help, the writer shows concern for
the reader, who consequently will probably react more favorably towards the
news and the writer.
Bad News Letter – Example 3A

Dear Mr. Waters,

Unfortunately, we cannot allow you to apply the lease payments you've

been making for the past ten months toward the purchase of your Sako
600 copier.

Company policy does not allow such conversion. Have you ever wondered
why we can offer such low leasing and purchase prices? Obviously, we
couldn't stay in business long if we agreed to proposals such as yours.

You've had the Sako 600 copier for ten months now, Mr. Waters, and you
say like its versatility and reliability. Perhaps we could interest you in
another Sako model -one that's more within your price range. Do give us a
call.
Bad News Letter – Example 3B
Dear Mr. Waters,

We're happy to learn that you are enjoying the use of the Sako copier you've
been leasing for the past ten months. Like our many customers, you have
discovered that Sako copiers offer remarkable versatility and reliability.

One of the reasons we're able to offer these outstanding copiers at such low
leasing rates and equally low purchase prices is that we maintain a slim profit
margin. If our program included a provision for applying lease payments toward
the purchase price, our overall prices would have to be higher.

Although lease payments cannot be credited toward purchase price, we can

offer you other Sako models that are within your price range. The Sako 400
delivers the same reliability with nearly as many features as the Sako 600.

Please let us demonstrate the Sako 400 to your staff in your office, Mr. Waters.
Our representative, Tracy Wilson, will call you soon to arrange a time.
Bad News Letter – Example 3B - Analysis
Dear Mr. Waters,

We're happy to learn that you are enjoying the use of the Sako copier you've
been leasing for the past ten months. Like our many customers, you BUFFER
have
discovered that Sako copiers offer remarkable versatility and reliability.

One of the reasons we're able to offer these outstanding copiers at such low
leasing rates and equally low purchase prices is that we maintain a slim profit
REASON
margin. If our program included a provision for applying lease payments toward
the purchase price, our overall prices would have to be higher.

Although lease payments cannot be credited toward purchase price, we can

BAD400
offer you other Sako models that are within your price range. The Sako NEWS
delivers the same reliability with nearly as many features as the Sako 600.

Please let us demonstrate the Sako 400 to your staff in your office, Mr. Waters.
CLOSING
Our representative, Tracy Wilson, will call you soon to arrange a time.
Saying “No”

• Some examples of when you must say no include : credits

refusal, problem orders, favor refusal.

• Apply few basic principles to avoid less painful results involved by

both parties:
Saying “No”

• Put yourself in the shoes of the reader. Empathy allows you to see the
impact this news will have on your reader

• Develop a system for skillfully delivering the disappointing news

• Be conscious of your attitude

Indirect writing tips

Opening the correspondence

• Do: Open with a neutral comment.

• Begin with a thought on which both reader and writer can agree

• Don’t: State or imply the unfavorable news.

• Imply a yes response to the reader’s request;
• Start from irrelevant statement;
• Restate what the reader said originally;
Stating the bad news

• Do: Minimize the negative language

• Provide a counteroffer if appropriate
• Imply the refusal when possible

• Don’t: Start or end the paragraph with the bad news

• Be so vague the decision won’t be understood
Closing the correspondence

• Do: Be positive;
• Emphasize goodwill
• Use the reader’s viewpoint

• Don’t: Repeat the bad news

• End with insincere statement
• Leave the matter open
BUSINESS LETTER
Standard Parts
Business Letter

• First impressions will make a break a document

• Letterhead

• Layout

• Parts of a business letter

Standard parts of a Business Letter

• Letterhead

• Senders address

• Date

• Inside address

• Attention line

• Salutation

• Body

• Closing/Signature
Standard parts of a Business Letter

LETTERHEAD

• A letter head is usually printed

on the top of the paper and
consists of a name and address
of a firm that sends a business
letter.

• It sometimes consists of
telephone number, address of
branch of offices, names of CEO
etc.
Standard parts of a Business Letter

SENDERS ADDRESS

• The sender's address is usually

included in the letterhead.

• If you are not using letterhead,

include the sender's address at
the top of the letter one line
above the
Standard parts of a Business Letter

DATE

• The date line is used to indicate

the date the letter was written.

• However, if your letter is

completed over a number of
days, use the date it was
finished in the date line.
Standard parts of a Business Letter

INSIDE ADDRESS

• The inside address is the

recipient's address. It is always
best to write to a specific
individual at the firm to which
you are writing.

• If you do not have the person's

name, do some research by
calling the company or speaking
with employees from the
company.
Standard parts of a Business Letter

ATTENTION LINE

• Use the same name as the

inside address, including the
personal title.

• If you know the person and

typically address them by their
first name, it is acceptable to
use only the first name in the
salutation (for example: Dear
Lucy:).
Standard parts of a Business Letter

SALUTATION

• This used to indicate the letter is

addressed to a particular
person/department. E.g.:

• Att: Head of Marketing

• This indicates you do not know the
name of the head of marketing.

• Att: Peter Hun-Marketing

Department
• This indicates you know the name of
the addressee, but not his/her
position.
Standard parts of a Business Letter

BODY

• For block and modified block

formats, single space and left
justify each paragraph within the
body of the letter.

• Leave a blank line between

each paragraph. When writing a
business letter, be careful to
remember that conciseness is
very important.
Standard parts of a Business Letter

CLOSURE/SIGNATURE

• The closing begins at the same

vertical point as your date and
one line after the last body
paragraph.

• Capitalize the first word only (for

example: Thank you) and leave
four lines between the closing
and the sender's name for a
signature.
Standard parts of a Business Letter

INTERNATIONAL LETTER

• Some cultures stress the need

for very formal business letters,
a stark contrast to the often
casual and conversational tone
of some business letters in
various countries.

• Effective business letters always

comply with the recipient’s
cultural sensitivities It very
important to take into account all
cross-cultural differences in
writing and applying styles
FORMAT AND FONT
Block Format

• When writing business letters, you must pay special attention to the
format and font used. The most common layout of a business letter is
known as block format.

• Using this format, the entire letter is left justified and single spaced
except for a double space between paragraphs.
Modified Block

• Another widely utilized format is known as modified block format. In

this type, the body of the letter and the sender's and recipient's
addresses are left justified and single-spaced.

• However, for the date and closing, tab to the center point and begin to
type.
Semi-Block

• The final, and least used, style is semi-block. It is much like the
modified block style except that each paragraph is indented instead of
left justified.

• Keep in mind that different organizations have different format

requirements for their professional communication. The format of your
business letter may need to be flexible to reflect variables like
letterheads and templates..
Font

• Another important factor in the readability of a letter is the font. The

generally accepted font is Times New Roman, size 12, although other
fonts such as Arial may be used.

• When choosing a font, always consider your audience. If you are

writing to a conservative company, you may want to use Times New
Roman.

• However, if you are writing to a more liberal company, you have a

little more freedom when choosing fonts.
Punctuation

• Punctuation after the salutation and closing - use a colon (:) after the
salutation (never a comma) and a comma (,) after the closing.

• In some circumstances, you may also use a less common format,

known as open punctuation. For this style, punctuation is excluded
after the salutation and the closing.
Block Format Example
Block Format Dimensions
WRITING TO OFFICIALS
How to Address a Letter to a Government Official
Writing to Officials

• Writing a letter to a government/public officials can be a great way to

weigh in on what's going on in your nation, state, or locality.

• Search online for the official mailing address of the leader that you
wish to contact. The proper addressing etiquette varies from official to
official, so make sure to look up the standard for the specific person to
whom you are sending the letter!
1 - ADDRESSING THE LETTER

1. Learn the official's name

• Make sure that you know exactly who this person is, and that he or
she is the appropriate person to contact about your case. Clarify why
you are writing a letter to this particular official.
1 - ADDRESSING THE LETTER

2. Find the mailing address of the official

• Run a web search for "[government official] mailing address." If a web

search doesn't turn up the answer, then visit the website for the
relevant department of the local, state, or national government.

• Search your own countries government websites to access a

comprehensive list of contact information for national, state, and
local administrators.

• If you don't have a specific official in mind, then look for the
address of the relevant department. Perhaps you need to contact
your local government offices directly.
1 - ADDRESSING THE LETTER

3. Address the letter

• Include the official's title and full name (e.g. President Barack Obama)
along with his or her official mailing address. Write the words clearly
and legibly in the center of an envelope, and then seal the letter
inside the envelope.

• If you are hoping for a response from this government official, make
sure to write your full name and return address in the top-left corner of
the envelope!
2 - FOLLOWING PROPER ETIQUETTE

4. Show due respect.

• Open your letter with a formal salutation, and end it with an

appropriate closing statement. Depending on the level of government,
this official may employ a team of secretaries to read through his or
her mailbox for important letters.

• A polite, thoughtful, and well-written letter will almost always be more

likely to make it through this filtration system
2 - FOLLOWING PROPER ETIQUETTE

5. Use the proper title

• If there is only ever one person in a given post at a time (e,g, the
President, the Mayor, or the Speaker of the House,) then you can
address the person by his or her title alone: Mr. President or Ms.
Mayor.

• If multiple people hold a given office at one time (e.g. Senator,

Justice, Representative,) then you need to use the last name to clarify
whom, exactly, you're addressing.

• It never hurts to include the official's name, even if he or she is the

only person holding the position. A personally-addressed letter
lends a certain degree of humanity to your message.
2 - FOLLOWING PROPER ETIQUETTE

6. Read sample letters, or send a form letter.

Do your research to find out how other people have addressed letters
to this particular government official. Some activism groups and petition
websites will actually provide specific information about contacting the
officials relevant to a certain cause. You may also be able to simply
email the official.

• If you are very unsure about how to address and relate to the
official in question, remember that you don't need to use your own
words. Some elected officials receive hundreds of letter each day,
and they certainly don't have time to read them all closely. In some
cases, you can get the point across with a form letter and a clear
subject line.
3 - WRITING AN ACTIONABLE LETTER

7. Ask for something doable

• Before you send the letter, consider whether this government official
will be able to meaningfully act on your letter. Avoid asking for
unrealistic things. Do not ask the government official to do more than
his/her job allows. Take a step back and consider whether there is a
better channel for your complaint.

• Petitions and form letters are usually well-written and actionable.

Make sure, however, that the demanded actions fall within the
scope of this official's duties.
3 - WRITING AN ACTIONABLE LETTER
8. Get your letter to the top of the stack

• Depending on rank, government officials may receive dozens to

hundreds of letters each day. He or she may even employ
professional letter-sorters to determine which select few messages
actually wind up in the hands of the official. Make your letter polite,
concise, and topical. In the first sentence or subject line, reference an
issue that is at the top of the official's agenda. Make sure that your
letter is insightful and well-written.

• Identify your credentials. Briefly explain your qualifications, and tell

the official why he or she should take note of your opinion. Perhaps
you have a Ph.D, or you live in the town that's been in the news
lately, or you have personally met the official at some point in the
past.
3 - WRITING AN ACTIONABLE LETTER

9. Make sure that your letter is appropriate

• Is it necessary, or are you just venting? Send a request that is polite,

concise, and realistic. Do not swear or drop insults. Respect begets
respect.

• Do not threaten a government official. The letter can be traced back

to you. Beyond any risk, your threats will not necessarily inspire
productive action.
Writing to Officials

Remember to:

• Always copy your letters

• Ask for specific response

• Be straightforward, factual and to the point,

• Keep your letter to one page (where possible)

• Avoid personal attacks

Official Letter Sample 1 - President of the United States
Official Letter Sample 2 - The Mayor
Official Letter Sample 3 - Head of a Department
E-MAILS MEMOS SHORT REPORTS
Business Communication Skills
Writing e-mails and memos

• Most widely used type of written communication;

• Memos are used within the organization;
• Emails are used both from inside and outside the organization;
Advantages of emails and memos

1. Sending the document to many users simultaneously;

2. Having a written record for review;
3. Ability to transmit a complex information;
Successful documents

• Contains a clear subject line

• The subject line tells the recipient the purpose of the message. If they
have difficulties to understand the purpose, they probably will not
continue to read

• Has a conversational tone; You usually know your receiver, use

simple language as if you were speaking to them
Successful documents

• Are organized; include what is necessary to convey your purpose and

cover only one topic. Deliver simple routine messages that cover one
issue without becoming distracted by other issues.

• Has a concise message; Keep your sentences short and simple. Try
to use 20 word or fewer for each sentence.
Successful documents

• Has a concise message; Keep your sentences short and simple. Try
to use 20 word or fewer for each sentence.

• Uses signposting; Signposts highlight key elements of the document

& enables readers to navigate the text more easily. Allow your reader
structure & skim the message for the main idea.

• Example: Break down the idea, step by step and using bullet point
Principles of e-mail etiquette

• Keep the line length reasonable

• Use appropriate type style, size and colors

• Use both uppercase and lowercase letters

• Respond to e-mails

• Do not send junk and do not over quote

• Attach files correctly

• Recheck and reread your message before sending it

Short reports

• Individuals use report to communicate with internal and as well as

external stakeholders in the organization.

• Reports serve as a vital link among many different audiences

• Short report (informal reports) are typically used in the day-to-day

operations of the organization
Short reports

• Progress reports

• Periodic reports

• Feasibility report

• Proposals
Proposal

• An introduction

• A background section

• A proposal section

• Timing and responsibilities

• Benefits
EXERCISE
Exercise

• Read the handout/email and answer the questions/follow the

instructions.

• Email to your lecture in PDF format prior to the start of next class.
Exercise
THANK YOU