PR truyền thông - Chapter 3: Building goodwill

Chapter 3Building GoodwillChapter 3 Learning ObjectivesLO 3-1 Create you-attitudeLO 3-2 Create positive emphasis LO 3-3 Improve tone in business communicationsLO 3-4 Reduce bias in business communicationsGoodwillBuild goodwill throughYou-attitudePositive emphasisBias-free languageYou-Attitude Looks at things from audience’s viewpoint Emphasizes what audience wants to knowRespects audience’s intelligenceProtects audience’s egoFive Ways to Create You-AttitudeTalk about audience, not yourself.Refer to audience’s request or order.Don’t talk about feelings.In positive situations, use you more often than I. Use we when it includes the audience.In negative situations, avoid you.YourselfTalk About Audience, Not YourselfTell how message affects the audienceDon’t mention communicator’s work or generosityStress what audience wants to knowLacks you-attitudeWe designed a new Web site for you.Contains you-attitudeYour Web site redesign is now online.Refer to Audience’s Request or OrderMake specific references, not genericName content of order for person or small businessCite purchase order numbers for customers that order oftenLacks you-attitudeWe shipped your order.Contains you-attitudeYour order for 235 bicycle tires will arrive on Sept. 23.Don’t Talk About FeelingsExpress your feelings toOffer sympathy to audienceCongratulate audienceDon’t talk about audience’s feelingsDon’t predict audience’s responseGive audience good newsLacks you-attitudeWe are excited to have you as a customer.Contains you-attitudeYour new membership guarantees the lowest prices possible.In Positive Situations, Use You More Often Than I. Use We If It Includes the AudienceUse you in positive situationsAvoid I in printed textAvoid we if it excludes the audienceLacks you-attitudeWe are now giving you a raise.Contains you-attitudeYour raise will be effective Jan. 1.Avoid You in Negative SituationsProtect audience’s egoAvoid assigning blameUse passive verbsUse impersonal styleLacks you-attitudeYou were late this morning.Contains you-attitudeThe timecard was not punched on time today.Positive EmphasisWay of looking at situationsCommunication focuses on the positiveCreate positive emphasis throughWordsInformationOrganizationLayout Half full or half empty?Five Ways to Create Positive EmphasisAvoid negative wordsBeware of hidden negativesFocus on what audience can do, not limitationsJustify negative information by giving reason or linking to audience benefitPut negative information in the middle and present it compactlyTone, Power, and PolitenessTone – implied attitude of the communicator toward the audienceGood tone –Businesslike, not stiffFriendly, not phonyConfident, not arrogantPolite, not grovelingBias-Free LanguageWords that do not discriminate on basis ofSex AgeRaceEthnicityPhysical conditionReligion