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Lecture Business and administrative communication: Chapter 3 - Kitty O. Locker, Donna S. Kienzler

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Chapter 3
Building Goodwill

Copyright © 2015 McGraw­Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw­Hill Education.


Chapter 3 Learning Objectives
LO 3-1 Create you-attitude
 LO 3-2 Create positive emphasis
 LO 3-3 Improve tone in business communications
 LO 3-4 Reduce bias in business communications


3­2


Goodwill


Build goodwill through
You-attitude
 Positive emphasis
 Bias-free language


3­3


You­Attitude
Looks at things from audience’s
viewpoint


 Emphasizes what audience wants to
know
 Respects audience’s intelligence
 Protects audience’s ego


3­4


Five Ways to Create You­Attitude
1. Talk

about audience, not yourself.
2. Refer to audience’s request or order.
3. Don’t talk about feelings.
4. In positive situations, use you more often
than I. Use we when it includes the
audience.
5. In negative situations, avoid you.
3­5


Talk About Audience, Not Yourself
Tell how message affects the audience
 Don’t mention communicator’s work or
generosity
 Stress what audience wants to know


Lacks you-attitude


Yourself

We designed a new Web site
for you.

Contains you-attitude
Your Web site redesign is now
online.

3­6


Refer to Audience’s Request or 
Order
Make specific references, not generic
 Name content of order for person or
small business
 Cite purchase order numbers for
customers that order often


Lacks you-attitude
We shipped your order.

Contains you-attitude
Your order for 235 bicycle tires will
arrive on Sept. 23.
3­7



Don’t Talk About Feelings


Express your feelings to







Offer sympathy to audience
Congratulate audience

Don’t talk about audience’s feelings
Don’t predict audience’s response
Give audience good news
Lacks you-attitude
We are excited to have you as a customer.

Contains you-attitude
Your new membership guarantees the
lowest prices possible.
3­8


In Positive Situations, Use You More Often 
Than I.  Use We If It Includes the Audience
Use you in positive situations

 Avoid I in printed text
 Avoid we if it excludes the audience


 Lacks you-attitude
We are now giving you a raise.

 Contains you-attitude
Your raise will be effective Jan. 1.

3­9


Avoid You in Negative Situations
Protect audience’s ego
 Avoid assigning blame





Use passive verbs
Use impersonal style
 Lacks you-attitude
You were late this morning.

 Contains you-attitude
The timecard was not punched on
time today.
3­10



Positive Emphasis
Way of looking at situations
 Communication focuses on the positive
 Create positive emphasis through







Words
Information
Organization
Layout
Half full or half empty?
3­11


Five Ways to Create Positive 
Emphasis
1. Avoid

negative words
2. Beware of hidden negatives
3. Focus on what audience can do, not
limitations
4. Justify negative information by giving

reason or linking to audience benefit
5. Put negative information in the middle
and present it compactly
3­12


Tone, Power, and Politeness
Tone – implied attitude of the
communicator toward the audience
 Good tone –


Businesslike, not stiff
 Friendly, not phony
 Confident, not arrogant
 Polite, not groveling


3­13


Bias­Free Language


Words that do not discriminate on basis of








Sex
Age
Race
Ethnicity
Physical condition
Religion

3­14



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