MODULE

Types of Business Messages

LEARNING OBJECTIVES

At the end of this module, you should be able to:

 differentiate positive, negative, and persuasive messages;
 compare and contrast the direct, indirect, and AIDA approaches to writing messages; and
 compose a message following the appropriate approach.

DISCUSSION

Types of Messages
All business messages fit across to two broad categories with an overlapping third category. There
are communications where the receiver is expected to have a positive or neutral reaction, and there
are communications about which receivers may have a more negative reaction. The image of the
continuum below is focused on audience reaction to a message.

How does your audience feel about your conclusion?

Positive
Positive Messages

Positive or good news messages include messages where the audience is expected to react in a
neutral to positive manner. Positive messages tend to consist of routine or good news. These
messages might be items such as congratulations, confirmations, directions, simple credit requests,
or credit approvals.

Consider the message to be a positive message structure when:

 the receiver likes or expects this news;
 the receiver needs little education or background to understand the news; or
 the receiver considers the message routine, even if not completely positive.

Negative Messages

Negative or bad news messages include messages where the audience is expected to react in a
negative manner. In these messages, the sender’s goal is to convey the bad news in a manner that
preserves the business relationship. While the sender must deliver bad news, the sender wants to
avoid an employee quitting or a customer finding another vendor. These messages might be items
such as refusal to provide a refund, cancellation of an event, non-admission to a college or
university, rejection of a scholarship or job application, disconnection notice, disciplinary notice,
etc.

Consider the message to be a negative communication when:

 the receiver may be displeased;
 the receiver needs a little persuasion; or
 the receiver may be somewhat uncomfortable.

Persuasive Messages

The third, overlapping category is persuasive messages. With this category, the audience is expected
to need encouragement in order to act as the sender desires. In some cases, the receiver is more like
a positive audience; for example, when you’re asking for a recommendation letter or when you’re
inviting someone to attend an after-hours work function. In other cases, the receiver is more like a
negative audience; for example, when you’re requesting an extension to an impending due date.

Consider the message a persuasive communication when:

 the receiver may be reluctant;
 the receiver is being asked a favor; and
 the receiver may be invited to something somewhat outside regular duties.

Patterns of Organization
The structure of your message depends on your purpose, which is why you must keep in mind a
clear purpose throughout the writing process. Standard patterns of organization can help you make
your message effective. Positive messages use the direct approach, negative messages use the indirect
approach, and persuasive messages the AIDA approach.
Direct Approach

If you anticipate your reader being interested in the message or their attitude to it being anywhere
from neutral to positive, the direct approach is the only appropriate organizational pattern.
According to Hurley (2000), the direct approach has the following parts: main idea, explanation,
and motivation and polite closure.

Main Idea

In the direct plan, the main idea—positive or neutral information—must be stated in the opening.
The first sentence of the first paragraph should contain the information that will be most beneficial
to the receiver. Use positive words to present the information. Give the main idea emphasis by
keeping the opening paragraph to two or three lines.

Explanation

The second part of a message using the direct plan should contain the explanation. The explanation
presents additional information that relates to the positive or neutral information presented in the
first paragraph. The explanation is factual and, therefore, needs to be presented objectively. It
should be concise but still contain all the details the receiver needs.

Goodwill and Action

This is the closing paragraph, which includes (1) a brief, sincere remark designed to continue the
working relationship and (2) a call to action or a reminder related to the purpose of the
communication.

Study the following example:

Congratulations! We are pleased to offer you admission as a Main Idea

freshman to the following:

UP Los Baños, BA Communication Arts

First Semester, AY 2020-2021

The University of the Philippines is known for its strong Explanation

commitment to academic excellence and highly competitive
admissions process. To be part of the UP community, please
reply to this offer starting June 3, 2020 until June 30, 2020. Go
to the ‘Reply to Offer’ button for instructions on how to accept
this offer.

We look forward to welcoming you to UP this coming year! Goodwill and

Action
Indirect Approach

Sometimes things don’t go according to plan, and we have to communicate them in a way that
does not ruin our relationship with the receiver. Though some people prefer that the sender be
blunt about bad news, in most cases we can assume that the receiver will appreciate or even benefit
by a more tactful, indirect approach. The indirect approach has the following parts: buffer,
justification (explanation), bad news (decision) and redirection, and positive action closing.

Buffer

Begin with neutral or positive statements that set a welcoming tone and serve as a buffer for the
information to come. A buffer softens the blow of bad news like the airbag in a car softens the
driver’s collision with the steering wheel in a high-speed car accident. If there are any silver linings
that can calm the poor person about to be pummeled by the dark thunder clouds of bad news,
here at the beginning would be a good time to point them out.

Explanation

The explanation provides the background or context for the bad news before delivering the bad
news itself. For instance, you need to reject an application, claim for a refund, or request for
information. In such cases, you must explain the strict acceptance criteria and high quality of
applications received, the company policy on refunds, or the legalities of confidentiality,
respectively.

Your goal is to be convincing so that the reader will find you reasonable and will accept the bad
news as inevitable given the situation you describe. On the other hand, if you make the bad news
seem like mysterious and arbitrary decision-making, your audience will probably feel like they have
been treated unfairly and might even escalate further with legal action or avenge the wrong in social
media.

Bad News

Burying the bad news itself in the message is a defining characteristic of the indirect approach. It’s
akin to the “poop sandwich” organization of constructive criticism sandwiched between statements
of praise. Far from intending to hide the bad news, the indirect approach frames the bad news so
that it can be properly understood and its negative (depressing or anger-arousing) impact
minimized.

The goal is also to be clear in expressing the bad news so that it isn’t misunderstood while also
being sensitive to your reader’s feelings. For instance, you can reject a job applicant without bluntly
saying “You failed to meet our criteria” or “You will not be working for us anytime soon.” Instead,
you can clearly imply the bad news in the passive voice, which can draw attention away from your
role in rejecting the applicant: “We regret to inform you that another candidate was hired for the
position.”

Redirection is key to the effectiveness of this bad news because it quickly shifts the reader’s
attention to an alternative. Some kind of consolation prize helps soothe the pain and will be
appreciated as being better than nothing, at least. Even if you’re not able to offer the reader
anything of value, you can at least say something nice: “Feel free to apply for open positions with
us in the future.”

Goodwill and Action

Your goals here are the following:

 Ensure that the reader understands the bad news without rehashing it.
 Remain courteous, positive, and forward-looking.

Consider the following example:

Thank you for your interest in studying at the University of the Buffer
Philippines Rural High School. We received more than 900
applications, and we are accepting only 125 for the Academic Justification Bad
Year 2020-2021. After carefully checking the examination papers
and ranking the applicants’ scores, we regret to inform you that News
you did not qualify for admission to Grade 7 at UPRHS.

We wish you every success with your studies and beyond. Goodwill and
Action

AIDA Approach

Persuasive messages follow the AIDA approach, which is a form of the indirect approach. Most
commercials follow this pattern, which is designed to keep the audience interested while enticing
them towards a certain action such as buying a product or service. Marketing relies on this pattern
because it effectively accommodates the audience’s need to be hooked in with a strong first
impression and be told what to do at the end so that they remember those details best.

Attention

Your goal is to catch the reader’s interest so they would want to read the whole message. If you are
promoting a product, service, or initiative, connect the reader with its central selling feature.

Interest

Once you’ve got the reader’s attention, your job now is to discuss more details to interest the
receiver in this situation. For instance, you may describe how the customer will benefit from your
product, service, or initiative.

Desire

The desire is about how the receiver’s help or action matters. You may present additional evidence
supporting your previous claims.
Action

The main point of your message directs the reader to act, so its appearance at the end of the
message—rather than at the beginning—is what makes the AIDA approach indirect. If the AID-
part of your message has persuaded the reader, then this is the right time to tell them the specific
steps they need to take.

Examine the following example:

Dear Parents:

The Ruralite, the official student publication of UPRHS, aims Attention

to serve as a training ground for young journalists. The club will
be holding the annual UPRHS Campus Journalism Seminar on
September 23 and 24, 2017 (Saturday and Sunday), from 8:00
AM to 4:00 PM.

The seminar aims to develop students’ knowledge and skills in Interest

journalistic writing and to familiarize potential members with the
duties and responsibilities of the club. Experienced journalists Desire
from the Philippine Collegian, Philippine Star, and GMA News
will serve as resource speakers for this event. Please see the
attached profiles of the resource speakers.

In this regard, we would like to invite your child to the seminar. Action
Registration fee is Php 200.00, inclusive of seminar kit and
certificate. If you are allowing your child to join the seminar,
kindly accomplish the attached permit and submit it on or before
September 22.

Registration fee will be collected on the first day of the seminar.

Light snacks will be served, but participants will need to bring
packed lunch. Rest assured that the club advisers will closely
supervise the seminar to ensure the participants’ safety.

We are hoping for your favorable response. Thank you very

much.

SUMMARY

 Positive or good news messages include messages where the audience is expected to react
in a neutral to positive manner.
 Negative or bad news messages include messages where the audience is expected to react in
a negative manner.
 Persuasive messages include messages where the audience is expected to need
encouragement in order to act as the sender desires.
  The direct approach, which is used for positive messages, has the following parts: (1) main
idea, (2) explanation, and (3) goodwill and action.
 The indirect approach, which is used for negative messages, has the following parts: (1)
buffer, (2) explanation, (3) bad news, and (4) goodwill and action.
 The AIDA approach, which is used for persuasive messages, has the following parts: (1)
attention, (2) interest, (3) desire, and (4) action.

REFERENCES

Kendall, S. (n.d.). The right message.

https://courses.lumenlearning.com/wm-businesscommunicationmgrs/chapter/the-right-
message/

Kendall, S. (n.d.). The three-part writing process.

https://courses.lumenlearning.com/wmopen-businesscommunicationmgrs/chapter/the-
three-part-writing-process/

Krizan, A. C., Merrier, P., Logan, J., & Williams, K. (2008). Business communication (7th ed.).
Thomson South-Western.

Smith, J. (2018). Communication at work: A college-to-career guide to success.

https://ecampusontario.pressbooks.pub/communicationatwork/

ATTRIBUTION

This module contains material adapted from The Three-Part Writing Process and The Right Message
by Susan Kendall, provided by Lumen Learning, licensed under CC BY 4.0, and Communication at
Work by Jordan Smith, licensed under CC BY 4.0.

Image from Unsplash