Part II—Strategic Messaging Four Basic Strategic Schemes Informative Request Direct Direct Informative Direct Request Opening Set the table. Background • -background, purpose (primary Purpose: establish request in • objective), preview (when using general terms. A-heads) Body using lists, tables, Provide well-developed •Exposition • charts, and other tools explanation of request. focus: highlighting & tight, Synthesis: connect the dots with coherent paragraphs • summaries, conclusions, recommendations Close Make specific action request. Response mechanism • -State deadline and make it easy. Secondary Objective. Indirect Bad News Persuasive Requests Opening Top Bun common ground: •Establish Create a receptive space. •Background: Show consideration to •Buffer: promote good will. Minimize (Optional: Establish problem in • damage to the relationship. general terms.) Body Cheese Dramatize negative impact of • Develop clear reasons. problem. • -Make reader see it from your -Establish urgent need to act. point of view. your solution is best. •Show Meat -Prove that it eliminates cause of Be clear, firm, and gracious in motivating problem. • stating the bad news. -Prove that it is superior to other -But get in & out quickly. solutions. -Build credibility--has it worked Suggest alternative solutions elsewhere? Testimonials, • endorsements? -Discuss secondary benefits Close Bottom Bun: Goodwill gesture Make specific action request. • news does not define the deadline •Bad relationship. Future is open. -Make it easy to oomply
Part II—Strategic Messaging Four Basic Strategic Schemes Informative Request Direct Direct Informative Direct Request Opening • Set the table. -background, purpose (primary objective), preview (when using A-heads) Background • Purpose: establish request in general terms. Body •Exposition using lists, tables, charts, and other tools • Synthesis: connect the dots with summaries, conclusions, recommendations • Provide well-developed explanation of request. focus: highlighting & tight, coherent paragraphs Close Response mechanism Secondary Objective. • Make specific action request. -State deadline and make it easy. Indirect Bad News Persuasive Requests Opening Top Bun •Background: •Buffer: Show consideration to promote good will. Minimize damage to the relationship. •Establish common ground: Create a receptive space. • (Optional: Establish problem in general terms.) Body Cheese • Develop clear reasons. -Make reader see it from your point of view. Meat • Be clear, firm, and gracious in stating the bad news. -But get in & out quickly. • Suggest alternative solutions • Dramatize negative impact of problem. -Establish urgent need to act. •Show your solution is best. -Prove that it eliminates cause of motivating problem. -Prove that it is superior to other solutions. -Build credibility--has it worked elsewhere? Testimonials, endorsements? -Discuss secondary benefits Close Bottom Bun: Goodwill gesture •Bad news does not define the relationship. Future is open. • Make specific action request. deadline -Make it easy to oomply
CPWinter2016.docx