Chapter 7
Positive, Neutral, and Social
Business Messages
Student slides
Business Communication
Krizan, Merrier, Logan, & Williams
Ch 7 - 1
Learning Objective 1
Describe positive and neutral messages.
Student slides
Business Communication
Krizan, Merrier, Logan, & Williams
Ch 7 - 2
Positive and Neutral Messages
Convey
information that is
pleasant, favorable, or neutral to
the receiver
Use the direct plan because the
receiver will accept the message
easily
Student slides
Business Communication
Krizan, Merrier, Logan, & Williams
Ch 7 - 3
Learning Objective 2
Describe the four specific guidelines
for using the direct plan.
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Business Communication
Krizan, Merrier, Logan, & Williams
Ch 7 - 4
Four Guidelines - Direct Plan
Open
with the positive or neutral
information
Present the explanation concisely
and objectively
Consider using a sales appeal
End with a friendly close
Student slides
Business Communication
Krizan, Merrier, Logan, & Williams
Ch 7 - 5
Learning Objective 3
Distinguish between poor and
good positive and neutral
messages.
Student slides
Business Communication
Krizan, Merrier, Logan, & Williams
Ch 7 - 6
Positive and Neutral Messages
Good Messages
Poor Messages
 You-viewpoint
 I-viewpoint
 Positive, friendly style  Impersonal style
 Concise, yet
 Incomplete
complete
information
 You-viewpoint sales  Impersonal sales
appeal
message
 Concludes with a
 No friendly close
friendly close
Student slides
Business Communication
Krizan, Merrier, Logan, & Williams
Ch 7 - 7
Learning Objective 4
Prepare effective positive and
neutral messages for a variety of
purposes using the direct plan.
Student slides
Business Communication
Krizan, Merrier, Logan, & Williams
Ch 7 - 8
Positive and Neutral Messages
Present
the information
optimistically
Use the you-viewpoint
Use the direct plan
Opening
 Explanation
 Sales Appeal (where appropriate)
 Close

Student slides
Business Communication
Krizan, Merrier, Logan, & Williams
Ch 7 - 9
Use the Direct Plan for:
Requests
for information or action
Request approvals
Claims
Claim adjustments
Student slides
Business Communication
Krizan, Merrier, Logan, & Williams
Ch 7 - 10
Learning Objective 5
Compose the six common
types of social business
messages.
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Business Communication
Krizan, Merrier, Logan, & Williams
Ch 7 - 11
Social Business Messages
Congratulations
Condolence
Appreciation
Invitation
Holiday
greetings
Welcome
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Business Communication
Krizan, Merrier, Logan, & Williams
Ch 7 - 12
Learning Objective 6
Describe the criteria for selecting
the style for a social business
message.
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Business Communication
Krizan, Merrier, Logan, & Williams
Ch 7 - 13
Styles of Social Business Messages

Handwritten in times of sorrow
 Printed invitation for a formal social function
 Computer-printed message to welcome an
employee or customer
 Commercially produced cards for brief personal
messages
 Computer-printed letters for purely business
situations
 E-mail and electronic greeting cards for personal
messages, not social business messages
Student slides
Business Communication
Krizan, Merrier, Logan, & Williams
Ch 7 - 14