EBC8 IM Chapter 8

CHAPTER 8: WRITING ROUTINE AND POSITIVE MESSAGES

IMPORTANT CHANGES IN THIS EDITION

New model documents: Routine messages (Fig. 8.1), Effective message requesting action (Fig. 8.2), Effective IM response to information request (Fig. 8.5), News release announcing positive news (Fig 8.9), Congratulating business partners (Fig 8.10)

CHAPTER OUTLINE

Using the Three-Step Writing Process for Routine and Positive MessagesStep 1: Plan Your MessageStep 2: Write Your MessageStep 3: Complete Your Message

Making Routine RequestsStrategy for Routine Requests

State Your Request Up FrontExplain and Justify Your RequestAsk for Specific Action in a Courteous Close

Common Examples of Routine RequestsAsking for Information and ActionAsking for RecommendationsMaking Claims and Requesting Adjustments

Sending Routine Replies and Positive MessagesStrategy for Routine Replies and Positive Messages

Start with the Main IdeaProvide Necessary Details and ExplanationEnd with a Courteous Close

Common Examples of Routine Replies and Positive MessagesAnswering Requests for Information and ActionGranting Claims and Requests for Adjustment

Responding to a Claim When Your Company Is at FaultResponding to a Claim When the Customer Is at FaultResponding to a Claim When a Third Party Is at Fault

Providing RecommendationsCreating Informative MessagesAnnouncing Good NewsFostering Goodwill

Sending CongratulationsSending Messages of AppreciationSharing Condolences

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LECTURE NOTES

Using the Three-Step Writing Process for Routine and Positive Messages

For a typical employee, most day-to-day business communication concerns fairly routine matters:Orders and other product transactionsCompany policiesEmployeesOperations

Planning routine messages may take only a few moments.

Begin planning by analyzing your situation to make sure that Your purpose is clearYou know enough about your audience to craft a successful message

Continue planning by gathering all information your audience needs to know:Saves time for you and your audienceSaves you and your audience the trouble of additional messages to fill the gaps

Continue planning by selecting the medium most appropriate for your message and audience.

Finish planning by organizing your information effectively:Defining your main idea (usually well defined for routine business messages)Limiting your scopeSelecting direct or indirect approach (usually direct for routine, positive messages)Outlining your content

With some practice, you’ll be able to write most routine messages quickly.

Be sensitive to your audience’s needs by Maintaining a “you” attitudeBeing politeEmphasizing the positiveUsing bias-free language

Strengthen your relationship with the audience byEstablishing your credibilityProjecting your company’s imageUsing a conversational tone, plain English, and the active voice

Complete routine messages byRevising

Reviewing content and organizationReviewing readabilityEditing and rewriting to make the message concise and clear

ProducingDesigning your document to suit your purpose and your documentBeing careful with font selection, use of white space, and so on

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ProofreadingReviewing for typosLooking for errors in spelling and mechanicsSpotting alignment problemsDetecting poor print quality

DistributingBalancing cost, convenience, time, security, and privacy

Making Routine Requests

You are making a request whenever you ask for something:InformationActionProductsAdjustments

Routine requests have three parts:Opening (where you clearly state your main request)Body (where you give details and justify your request)Close (where you request specific action)

To get right to the point smoothly and tactfully, you mustPay attention to toneAssume your audience will complyBe specific

In the body of your routine requestMake your explanation a smooth and logical outgrowth of your opening remarks.When possible, point out how complying with the request could benefit the reader.

When using a series of questions in the body of your routine request, remember toAsk the most important questions firstAsk only relevant questionsDeal with only one topic per question

The close of your routine request contains three important elements:A specific request (with a specific and appropriate time limit)Information about how to reach you (e-mail, phone, office hours, best time to reach you, etc.)An expression of appreciation or goodwill (without thanking the reader “in advance”)

Common examples of routine messages fall into several major categories, such asAsking for information and actionAsking for recommendations Making claims and requesting adjustments

Simple requests sayWhat you want to know or what you want readers to doWhy you’re making the requestWhy it may be in your readers’ interest to help you

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When requesting information or action, follow the direct approach.

Requests to company insiders are usually less formal in tone that requests to company outsiders.

Companies ask applicants to supply references: References are people who can vouch for your ability, skills, integrity, character, and fitness

for the job.Before volunteering someone’s name as a reference, ask that person’s permission.

When requesting a recommendation, use the direct approach:Open by clearly stating that you’re applying for a position and that you’re requesting a

recommendation.Also in the opening, you might recall the nature of your relationship, the dates of your

association, and any special events that could spark a clear, favorable picture of you.If you’re applying for a job, include a copy of your résumé.If you don’t have a résumé, use the body of your letter to include any information that your

reader might be able to use to support a recommendation.Close with appreciation, and include the full name and address of the person to whom the

letter of recommendation should be sent. (You might also mention a deadline.)Include a stamped, preaddressed envelope for your reader to use.

A claim is a formal complaint you make when you’re dissatisfied with a product or service; an adjustment is a claim settlement, another way of requesting satisfaction.

Be sure to document your initial complaint and every correspondence after that.

Maintain a professional tone in your claim letters, no matter how angry or frustrated you are.

When making claims and requesting adjustments, assume that a fair adjustment will be made (especially in your first letter) and follow the plan for direct requests:

In the opening, make a straightforward statement of the problem.In the body, give a complete, specific explanation of the details, providing any information

an adjuster might need to verify your complaint.In the close, politely request specific action or convey a sincere desire to find a solution, and

suggest that the business relationship will continue if the problem is solved satisfactorily.

Because companies usually accept the customer’s explanation of what’s wrong, it’s important toBe entirely honest and ethical when filing claimsBack up your claim with any copies of invoices, sales receipts, canceled checks, dated

correspondence, catalog descriptions, and any other relevant documentsTell the reader exactly what will return the company to your good graces

Sending Routine Replies and Positive Messages

When sending routine replies and positive messages, you have several goals:To communicate the information or good newsTo answer all questionsTo provide all required detailsTo leave your reader with a good impression of you and your firm


Routine replies and positive messagesHave an opening, body, and closeAre generally of interest to readersUsually use the direct approach

In routine replies and positive messages, be sure toOpen with your main idea (the positive reply or the good news) stated clearly and conciselyProvide all the relevant details in the middleClose cordially, perhaps highlighting a benefit to your reader

Most routine and positive messages fall into six main categories:Answers to requests for information and actionGrants of claims and requests for adjustmentRecommendationsInformative messagesGood-news announcementsGoodwill messages

Form responses may be used to reply to repetitive queries and are more effective if youPut extra care into the standardized wording of the messageTry to accommodate as many individual situations and concerns as you can

When you’re answering requests and a potential sale is involved, you have three main goals:To respond to the inquiry and answer all questionsTo leave your reader with a good impression of you and your firmTo encourage the future sale

When you receive a claim or request for adjustment, youLook at it as an opportunity to build customer loyaltyAssume that the claim is an honest statement of what happened

When your company is at fault, you need to be prepared for serious problems:Know your company’s policies.Know your company’s crisis management plan, which outlines communication steps.

For most routine responses to claims, you mustAcknowledge receipt of the customer’s claim or complaintTake (or assign) personal responsibility for setting matters straightSympathize with the customer’s inconvenience or frustrationExplain precisely how you have resolved, or plan to resolve, the situationTake steps to repair the relationshipKeep the lines of communication openFollow up to verify that your response was correct

When responding to claims, avoid negative steps:Don’t blame anyone in your organization by nameDon’t make exaggerated apologiesDon’t imply that the customer is at faultDon’t promise more than you can deliver

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ETHICAL DILEMMA: If responding bothers your conscience, how should you reply?

You have recently taken a job with a leading accounting firm—which just happens to be the archrival of the accounting firm where you used to work. As you’re sitting in your office one bright afternoon, Jack McDougal, the man who recruited you, sticks his head in your door.

“We’re about to gear up for the college recruiting season. I’d like your advice. As you know, we compete for job candidates with the folks at your old firm. What’s our best bet for beating them? Do they have any weaknesses we can exploit? What tactics do they use that we should be using? Who are their best interviewers? What kinds of questions do they ask? What promises does the firm make to lure new employees? What do you think starting salary offers will be this year?”

McDougal notices your look of hesitation. He quickly adds, “I don’t expect you to answer me right now, but in the next couple of days, why don’t you jot down some ideas in a short memo. I’d really like your help on this. Recruiting is one of the most important things we do here.”

Should you write the memo, and if so, what should you include?

Solution: When deciding what—if anything—to say, ask yourself how your former employers would react if they saw a copy of the memo. Don’t say anything you would be embarrassed to show them. If you decide to respond, you should limit your memo to your personal impressions. You have the right to discuss your own experiences as a student who went through the interviewing process. You can legitimately explain the factors that influenced you to accept a job with your former employer, and you can comment on whether the experience lived up to your expectations.

You are on shakier moral ground, however, when you talk about specific interviewers and their tactics or when you speculate on salary offers. You should probably leave those topics alone.

Perhaps the best course is to level with McDougal. Tell him that even though your first loyalty is to your new firm, you feel uncomfortable passing on information about your former employer. When McDougal considers his request from your point of view, he will probably respect your decision if you prefer not to prepare the memo.

When the customer is at fault, you have two options:Refuse the claim and attempt to justify your refusalSimply do what the customer asks

When the customer is at fault and you decide to grant the claim, you canOpen with the good newsHelp your customer understand the situation by tactfully explaining in the body of your

message that the merchandise was mistreatedClose in a courteous manner that expresses your appreciation of the customer’s business

When a third party is at fault, no general scheme applies to every case, but you will want toEvaluate the situation carefullyKnow your company’s policies before respondingRespond with a message that explains how the problem will be solved


When writing a letter of recommendation, your goal is to convince readers that the person being recommended has the characteristics necessary for the job or other objective the person is seeking.

When writing a letter of recommendation, you must include all relevant details:Candidate’s full nameThe position or other objective the candidate is seekingNature of your relationship with the candidateWhether you’re answering a request or taking the initiativeFacts relevant to the candidate and the opportunityA comparison of this candidate’s potential with that of peers (if available)Your overall evaluation of the candidate’s suitability for the opportunity

When recommending a truly outstanding candidate, sound as believable as possible by illustrating your general points with a specific example or two

If you must refer to a shortcoming, protect yourself bySticking to the factsAvoiding value judgmentsPlacing your criticism in the context of a generally favorable recommendation

Before mailing a recommendation letter, ask yourself the following questions:Does the person receiving this personal information have a legitimate right to it?Does all the information I’ve presented relate directly to the job or benefit being sought?Have I put the candidate’s case as strongly and as honestly as I can?Have I avoided overstating the candidate’s abilities or otherwise misleading the reader?Have I based all my statements on firsthand knowledge and provable facts?

If the person’s shortcomings are so pronounced that you don’t think he or she is a good fit for the job, simply suggest that someone else might be in a better position to provide a recommendation.

Routine informative messages includeReminder notices and policy statementsEmployee notification of organizational changes, upcoming events, and so onCustomer/supplier notification of shipping and return policies, sales discounts, and so on

When you write informative messages, be sure toBegin by stating the purpose (to inform) and the nature of the information you are providingProvide necessary details in the bodyEnd with a courteous close

Although most informative communications are neutral, some can be more sensitive and thus require additional care: in such cases be sure you highlight the benefits to the reader.

Use the direct approach for good-news messages, such asOpening new facilitiesAppointing a new executiveIntroducing new products or servicesSponsoring community events

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A letter to a successful job applicant constitutes a legal job offer, so you should probablyState salary as a monthly amountKeep the timing of performance evaluations and raises vagueAvoid implying that the newly hired employee will be kept on, no matter what

Good-news announcements are usually communicated by letter or press release (also known as a news release—a specialized document used to share relevant information with the local or national news media).

News release content usually follows the customary pattern for a positive message:Open by announcing the newsGive details in the bodyClose positively

News releases are not written directly to the ultimate audience (readers of a newspaper):You write the news release to interest an editor or reporter in your story.The editor or reporter will write the material that is eventually read by the larger audience.

Write a successful news release byMaking sure your information is newsworthy and relevantFocusing on one subjectPutting your most important idea firstBeing briefEliminating clutterBeing as specific as possibleMinimizing self-congratulatory adjectives and adverbsFollowing industry conventions for style, punctuation, and format

The process of creating and distributing news releases is always improving with technological advances, such as

Online distribution systemsSpecial media pages on company websites

* See Transparencies 42, 43, 44, and 45 for below-average and above-average examples of press releases.

Goodwill messages are friendly, unexpected notes with no direct business purpose.

To write effective goodwill messages, you must be sincere and honest:Avoid exaggerating.Back up any compliments with specific points.

One opportunity for sending goodwill messages is to congratulate someone forSignificant business achievements (promotion, filling an important civic position)WeddingsBirthsGraduationsSuccesses in a nonbusiness competition


Another opportunity for sending a goodwill message is to show your appreciation and to recognize the contributions of business associates, such as employees, colleagues, and suppliers.

Your message of appreciationMakes the person feel good and encourages further excellenceMay become an important part of someone’s personnel fileMust specifically mention the person or people you want to praise

The strategy for writing condolences includesOpening with a brief statement of sympathyMentioning the loved one’s good qualities or positive contributions, or stating what the

person or business meant to youClosing by offering your best wishes

Remember the following general suggestions when writing condolences:Keep reminiscences brief.Write in your own words.Be tactful.Take special care to be accurate, correct, and prompt.Write about special qualities of the deceased.Write about special qualities of the bereaved person.

SPECIAL FEATURE BOX: WHAT’S RIGHT TO WRITE IN A RECCOMMENDATION LETTER? (p. 254)

1. Student answers will probably reflect the value that students place on punctuality. But as the text indicates, what matters on one job—or to one boss—may not be significant in another employment situation. Because the employee in question was considered an excellent worker, the new employer would probably be satisfied even if the information about the tardiness were omitted, thus lessening the danger of being sued for negligent referral.

On the other hand, students who feel the tardiness should be mentioned must recognize that it would be safest to put the information in writing, with ample reference to the candidate’s positive qualities as a buffer. Then the written reference should be reviewed by the company’s legal and personnel departments for a second and third opinion on the advisability of communicating the negative information. Another safeguard would be having the former employee review and agree to the recommendation letter before releasing it.

2. If students already have some practice writing their own résumés, they’ll probably recognize the difficulty many people have in presenting themselves objectively to others without being unduly negative or falsely positive about themselves. The three qualities mentioned in the question—honesty, integrity, and prudence—should be the guiding forces in the letters they draft. The letter should present a compelling but accurate picture of the student’s potential value as an employee.

Students may find it helpful for this exercise to imagine that the person they are writing about is someone else with the same education, experience, and personal qualities.

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DOCUMENT MAKEOVER (ONLINE)

Version Marked with Improvements and Chapter Concepts

From: [email protected]: Wednesday, November 3, 2008, 8:48 AMTo: [email protected]: Your Electronic Business Card Is Ready

Dear Richard:

In response to your order dated November 2, 2008, I am pleased to inform you that we have now configured your electronic business card and you can link to our website to download it to your computer system at your convenience. Your electronic business card is ready for you to install! [Don’t bury main idea]Please follow these easy steps to access your account and install the card. You will need the e-mail address and password that you used to register with us.

To install your electronic business card: Link to www.weprint.com/vp/ns/my_account/my_ecards.asp, then go to the "My Account" page, click “My Electronic Documents,” find the appropriate file and click “Download,” save the program to your desktop (do not alter the filename), and when the download is complete, click “Open” to launch the installer, which will guide you through the installation.

WePrint Electronic Business Card Installation Instructions:

1. Click the link below to log on to your WePrint account, using your existing username and password:

www.weprint.com/vp/ns/my_account /my_ecards.asp2. On the "My Account" page, click “My Electronic Documents.” 3. Find the appropriate file and click “Download.” 4. Save the program to your desktop (do not alter the filename). 5. When the download is complete, click “Open” to launch the installer. 6. Follow the steps to install your electronic business card. [ Clarify necessary detail.]

Your installation program for this electronic business card will be accessible for 30 days from this date. If you have not installed your card by the expiration date, the installation program will be deleted from our system. Please install your card prior to the expiration date to be sure you safely retrieve it before the information is deleted from our system. [Put negative information into favorable context.] Easy instructions in the installation program will help you set up your electronic business card to work with the e-mail program you currently use. If you have any problem with this, you will find a help-line number on the instruction page to call for assistance. You’ll soon be enhancing your electronic communications with the same great custom graphics that you created for your WePrint business cards![run in. Use resale and positive reinforcement.]

WePrint provides the highest quality, full-color printing at the lowest prices—guaranteed! We hope that you’ll visit our website again and trust that you’ll find many additional products there to improve your business. You’ll find additional products on our website ( www.weprint.com ) to help you improve your business with fast, easy, and affordable custom printing. [Avoid implying inadequacy with a lack of confidence (hope, trust).]

Best regards,

The WePrint Customer Care Team

http://www.weprint.com/

http://www.weprint.com/vp/ns/my_account/my_ecards.asp


Multiple Choice Options (correct answer is underlined)

1. Choose an opening that does a better job of getting right to the point than this sentence: “In response to your order dated November 2, 2008, I am pleased to inform you that we have now configured your electronic business card and you can link to our website to download it to your computer system at your convenience.”a. “Thank you for your recent order from us.” b. “We are pleased that you have chosen to do business with WePrint, where customer

service comes first.”c. “ Your electronic business card is ready for you to install!” d. “The following information is being sent to you via this e-mail because of your recent

online order from WePrint.”

2. Select the option that explains how to improve this sentence: “To install your electronic business card: Link to www.weprint.com/vp/my_account/my_ecards.asp, then go to the "My Account" page, click “My Electronic Documents,” find the appropriate file and click “Download,” save the program to your desktop (do not alter the filename), and when the download is complete, click “Open” to launch the installer, which will guide you through the installation.”a. It’s too long; break it into multiple sentences but keep them in the same paragraph.b. Clarify these necessary details by presenting the information in a list of numbered steps.c. Move the sentence to the last paragraph for easy reader reference.d. End the sentence after the hyperlink; remaining instructions can be presented on the

website.

3. Select a better option for presenting the negative information contained in this sentence: “If you have not installed your card by the expiration date, the installation program will be deleted from our system.”a. “ Please install your card prior to the expiration date to be sure you safely retrieve it

before the information is deleted from our system.”b. “When the 30 days have expired, the information will be deleted from our system, so do

not delay.”c. “Once the 30 days have elapsed, you will no longer be able to retrieve your electronic

business card from our system.”d. “Do not delay! This information will be deleted from our system after the expiration

date.”

4. Choose the option that describes what is wrong with this sentence: “If you have any problem with this, you will find a help-line number on the instruction page to call for assistance.” a. It should include the help-line number. A better option: “If you have any problem with

this, please call 1-800-555-3348 for assistance.”b. It suggests that the reader might have problems with the product. Omit the sentence.c. It should include a link to a website page that can supply more instruction. A better

option: “If you have any problem with this, you can call the help-line number on the instruction page or link to a customer service page for further assistance.”

d. It doesn’t reinforce the reader’s buying decision. A better option: “You’ll soon be enhancing your electronic communications with the same great custom graphics that you created for your WePrint business cards!”

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5. Choose a closing that doesn’t imply inadequacy like this sentence does: “We hope that you’ll visit our website again and trust that you’ll find many additional products there to improve your business.” a. “If you have further questions or need additional assistance, please don’t hesitate to

contact us.”b. “ You’ll find additional products on our website ( www.weprint.com ) to help you improve

your business with fast, easy, and affordable custom printing.”c. “We hope you’ve found these instructions helpful and will visit our website frequently

for your business communication needs.”d. “If you find a better price elsewhere, please let us know and we will try to match it if we

can!”

Final, Improved Version

From: [email protected]: Wednesday, November 3, 2008, 8:48 AMTo: [email protected]: Your Electronic Business Card Is Ready

Dear Richard:

Your electronic business card is ready for you to install!

Please follow these easy steps to access your account and install the card. Youwill need the e-mail address and password that you used to register with us.

WePrint Electronic Business Card Installation Instructions:

1. Click the link below to log on to your WePrint account, using your existing username and password:

www.weprint.com/vp/ns/my_account/my_ecards.asp 2. On the "My Account" page, click “My Electronic Documents.”3. Find the appropriate file and click “Download.”4. Save the program to your desktop (do not alter the filename).5. When the download is complete, click Open to launch the installer. 6. Follow the steps to install your electronic business card.

Your installation program for this electronic business card will be accessible for 30 days from this date. Please install your card prior to the expiration date to be sure you safely retrieve it before the information is deleted from our system. Easy instructions in the installation program will help you set up your electronic business card to work with the e-mail program you currently use. You’ll soon be enhancing your electronic communications with the same great custom graphics that you created for your WePrint business cards!

WePrint provides the highest quality, full-color printing at the lowest prices—guaranteed! You’ll find additional products on our website (www.weprint.com) to help you improve your business with our fast, easy, and affordable custom printing.

Best regards,

The WePrint Customer Care Team


COMMUNICATION DILEMMAS AT CONE, INC. (pp. 261-262)

1. One of the most important recruiting tools will be a letter addressed to current monetary donors, asking them to give as little as three hours a month. Donors in such situations are often asked to volunteer their time, so you can safely assume that the request will be received as a routine matter. Which of the following sounds like the best way to begin this letter?

a. No. This opening dismisses the importance of the monetary contributions that audience members have made, which will make them less likely to keep supporting the organization with either time or money.

b. Yes. This opening begins with a sincere expression of thanks, which is likely to put the audience in a positive frame of mind for the request that follows. That request is also phrased effectively because it reminds readers of the contributions they’ve made in the past, and it will probably evoke positive memories in many readers.

c. No. This opening is likely to insult many readers because it criticizes activities that most people engage in frequently.

d. No. This opening fails to capitalize on the positive relationship that the organization already has with the audience. Moreover, it appears to be asking people to become teachers, which is a far greater commitment than tutoring for a few hours each week.

2. You’ve finished writing your opening and the body of the letter, which includes information about the volunteering program and the experience of being a tutor. Which of these closes would be the best way to conclude your letter?

a. No. This close is almost right, but it’s missing a couple of important details. First, it doesn’t repeat the specific nature of the request (the amount of time you would like tutors to volunteer for each week). Second, it doesn’t allow for a response from people who might be interested but need more information before they can make up their minds. Without this alternative, people who could well be interested are likely to reject the request because they don’t see a way to get the additional information they need.

b. No. This close denigrates the financial contributions the audience made in the past, and it fails to provide contact information or a deadline for the response.

c. Yes. Although this close is the longest, it is the most effective: It asks for a specific response by a specific date, it provides for an alternative to an immediate commitment (inviting people to ask questions), and it ends on a positive and gracious note.

d. No. This close has the right tone, but it fails to provide contact information or a deadline for the response.

3. It’s nine months later and the recruiting program has been a success. Most Kids Cafés have filled their volunteer openings, and some are expanding the tutoring program to other subjects because so many people volunteered. Now it’s time write a letter to thank everyone who helps the children by volunteering their time every week. Each letter will include two free movie passes as a gesture of appreciation, and each will be personally signed by the CEO of ConAgra. Which of these openings is the best way to start this letter of appreciation?

a. No. This opening is more about the CEO than it is about the reader.b. No. The hyperbole in this opening sounds phony.c. No. This opening is too casual; it promotes ConAgra rather than thanking the

volunteers, and it presents the movie passes as meaningful gifts when they are in fact just a small token of appreciation.

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d. Yes. This opening has a sincere tone and acknowledges the nature of the sacrifice that volunteers have made. It also doesn’t try to present the movie passes as some grand gift but rather as the small gesture that they are meant to be.

4. One of the volunteer tutors from the Kids Café near your office has e-mailed you with a request to write a letter of recommendation for him. He says you have inspired him so much that not only does he want to work in the public relations field, but he wants to apply for a writing position at Cone. You’re simultaneously flattered—he’s a wonderful young man, and you’re pleased to be an inspiration, but he just hasn’t worked out as an English tutor because his own writing skills are too limited. In fact, you’ve been searching for other volunteer opportunities for him so that you can transfer him out of the tutoring program. How should you handle his request?

a. No. It’s impolite to ignore such requests, and doing so will likely cause tension between you and this volunteer while he continues to wait for your answer.

b. No. This approach would be unethical. Any endorsement of a person applying for a writing job implies that the letter writer believes in the candidate’s fundamental skills for the job—which you don’t.

c. Yes. This is an honest and caring response to the request. Communicating by telephone, rather than by e-mail, also shows that you’ve taken interest in the request and that you want to communicate openly with the volunteer.

d. No. This is misleading.

APPLY YOUR KNOWLEDGE (p. 264)

1. Explaining how responding to your request may benefit your audience is one aspect of the “you” attitude. Doing so accommodates the reader’s need to understand why he or she should make your request a priority, and increases the likelihood that you will receive a desirable response.

2. In this situation, you can’t avoid taking responsibility for a mistake that has been made, so an apology is appropriate—but check with your company’s legal department first. Word your response carefully, emphasizing the good news about what you are doing to provide compensation and to improve circumstances. Be sure to balance your humility over the mistake and your fairness in making any adjustments.

3. It would be best to request more information from the candidate before writing the letter. Recommendation letters containing only vague assessments of a candidate’s performance and abilities do not have as much of an impact as those that provide specifics to back up the positive statements. You could contact the candidate and ask him or her to refresh your memory regarding past duties and accomplishments.

4. Before risking your own job status by making a public or even a private fuss over this problem, review the e-mails you’ve been sending Jackson. Do they begin with a direct statement of the request or main idea? Do they justify, explain, and give sufficient detail about your request? Are they worded courteously, closing with a simple explanation of the action you want Jackson to take and making it easy for him to comply? (For instance, have you provided your phone extension number and the time he can reach you if he has questions?)


If you’ve followed these guidelines, then you’ll want to take another look at the body of your messages. Could you make the information more clear by numbering points? By eliminating unnecessary details, opinions, or observations? Do you send too many requests too often? You might also include a time-frame in which you expect Jackson to respond, such as, “I’ll look for your report early next week” (and give him your phone number so that he can contact you if there’s any delay). Blaming Jackson for the problem should be your last resort. First be sure that you’ve done all you can to make his compliance easy.

5. A well-thought-out and well-written request for adjustment serves both your needs and the needs of your supplier, whose job it is to satisfy you, a valued customer. So even if you don’t have the proper documentation, make your request in a courteous, comprehensive fashion. You might be surprised by how easily your well-presented case is accepted by the supplier and how quickly you receive a favorable response. On the other hand, even if your request is refused because you lack documentation, your letter will alert the supplier to a potential problem that could cost the company your business in the future.

PRACTICE YOUR KNOWLEDGE

Messages for Analysis (pp. 264–265)

Message 8.A

The message fails to communicate well for the following reasons:

1. The message tells readers more information than they need (the dining hall is closing for financial reasons, and college students can be hard on equipment).

2. The tone of the message is too chatty and familiar.3. The type of microwave is not specified.4. The number of microwaves to be ordered is specified only as “big.”5. The electrical requirements of the dorm rooms should be included.

* See Transparency 46 for an improved version of this letter.

Message 8.B

The letter does not communicate effectively for the following reasons:

1. The local business-supply store is not specified.2. Proof of purchase is not included.3. The letter offers unnecessary information in the second sentence.4. Information on computer specifications is not included.5. The writer doesn’t specify which action is being requested.6. Because of a lack of information, resolving the problem will take much longer than necessary.


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Message 8.C

The tone of this letter is too informal, and the organization is poor.

1. Use a direct approach and begin with the good news (Your check is on its way!).2. Follow the good news with clarifying detail.3. The housekeeping inspector and maintenance engineer are not clearly identified, and

references to them are confusing.4. In the last paragraph, the writer sounds condescending.5. The writer should be available for any necessary follow-up. To encourage future business,

the good writer will remind the customer that the goal of the company is to provide good service.


Message 8.D

This letter of recommendation takes too long to get to the point. It provides very little useful information and lacks objectivity.

1. The letter begins with a lengthy and unnecessary explanation of why the letter was forwarded.2. The me-oriented opening fails to state the purpose of the letter. The name of the job candidate

isn’t even mentioned until the end of the paragraph. Furthermore, the writer’s stand-offish, self-important tone is likely to annoy the reader. The tone is offensive and egotistical, implying that the reader should have written to the human resources director in the first place, not to the president of the company.

3. No reference is made to the reader’s right to receive the information.4. The letter reveals discretionary information from Nick Oshinski’s personnel file. Because of

laws governing confidential information, the writer should not reveal details about performance reviews or number of vacation days taken.

5. The writer’s opinion is irrelevant and potentially libelous.6. The writer obviously does not know Oshinski and should not comment on his performance

except to report the starting and ending dates of his employment.7. The tone of the rewritten letter should be professional and not chatty.8. The rewritten letter should end on a positive, helpful note. (Offering an alternative is a good

idea.)


Exercises (pp. 265–266)

8.1 a. Thank you for your recent e-mail request for technical support related to your cable Internet service. To help us address your questions quickly and thoroughly, please visit www.rapidnet.com/techsupport/ticketID88903 and take a few moments to provide some additional information. We look forward to hearing from you.

b. We are sorry for the inconvenience you experienced with your lost luggage. Please e-mail us a detailed list of the lost items and complete the following survey so that we may compensate you as quickly as possible. (Subject: Response to your lost luggage


claim)

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c. Your résumé is impressive. We would like to meet with you on June 15 at 1 p.m. Please let us know by Friday, June 1, if this date and time are convenient for you. (Subject: Schedule an interview)

d. Starting Monday, we will place white plastic recycling bins next to every elevator door in the building. Please use these bins to recycle your unwanted paper, and help save our environment. (Subject: New recycling program)

8.2 a. Please attend our special, by-invitation-only 40% off sale on November 9.b. You’ll receive a tote bag and a voucher for five iTunes downloads with every $50

donation to our radio station.c. The director plans on arriving at Monday’s 11:00 a.m. meeting a bit early.d. Paul Eccleson reviewed newer types of order forms at today’s meeting. If you have

questions regarding these forms, please call Paul at his office.

8.3 Student responses will vary, depending on the greeting they choose. If they select a greeting that offers praise for a job well done or for the completion of a difficult task, they should personalize it by mentioning something specific about the job or the person. If students are sending this to a business colleague, they should use a cordial but not overly familiar close.

8.4 a. Because you will be communicating this informational message to all employees, e-mail would be an efficient and effective medium to use. A post on an internal employee blog would be helpful, if such a blog is available. The information will be most immediately relevant to employees when they are at the trash cans, so signs in those locations will be useful as well.

b. Either place a reminder phone call to the customer or send him a reminder postcard. Both messages should be brief and informal since this is a good customer who usually pays on time. If you receive no payment within 15 days, follow up with a formal letter.

8.5 Students should remove any vague, excess, and impolite wording. These are sample rewrites: a. Please call to schedule an appointment by May 15. This will allow enough time for

ordering the parts needed to get your air conditioning system ready for the summer season.

b. Please send your catalog by December 1 so that I can plan my Christmas purchases. I look forward to learning more about your products.

c. To schedule an appointment with one of our knowledgeable local mortgage specialists, please call our hotline at 1-800-555-8765. Our specialists can answer your questions about mortgage rates, closing procedures, or any other aspect of the mortgage process. We want to make your home-buying experience a pleasant one.

8.6 This exercise involves deciding between simply honoring the customer’s claim and going one step farther to help the customer find a more compatible product. Students will likely have differing opinions on the best option. Going beyond a simple refund could restore the customer’s confidence in your company by reassuring him that your company truly cares about its clients.


CASE SOLUTIONS

On the following pages are suggested solutions for this chapter’s cases. They are complete and fully formatted so that you can copy them onto acetate transparencies.

* Ready-made transparencies are available for the following cases. Each case has two solutions—one below average and one above average (which matches the solution in this manual):

Case 2, Transglobal exchange: Instant message request for information from a Chinese manufacturer (Transparencies 50 and 51)

Case 3, Tracking the new product buzz: Text message to colleagues at a trade show (Transparencies 52 and 53)

Case 6, Unhappy customer: Claim letter requesting an adjustment (Transparencies 54 and 55)

Case 13, Temper, temper: E-mail reminder to Metro Power employees about technology failures (Transparencies 56 and 57)

Case 18, Lighten up: E-mail replay to a website designer at Organizers Unlimited (Transparencies 58 and 59)

Case 21, Satellite farming: Letter granting credit from Deere & Company (Transparencies 60 and 61)

Case 22, Leveraging the good news: Blog announcement of a prestigious professional award (Transparencies 62 and 63)

Case 26, Our sympathy: Condolence letter to an Aetna underwriter (Transparencies 64 and 65).

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1. BREATHING LIFE BACK INTO YOUR BIOTECH CAREER: E-MAIL REQUESTING A RECOMMENDATION

Because you are reversing a major career decision made only three years ago, a brief explanation will help your reader understand your though process and your purpose in asking for the letter. Remind Morris of several key accomplishments that would be helpful to include in the letter, and be sure to specify a date by which you’d like to receive it.

Date: Fri, 3/20/08 5:43 PMFrom: Rosario Gilette <[email protected]>To: Calvin Morris <[email protected]>Subject: Request for letter of recommendation

Hello Calvin:

I hope you’ve been well since we spoke last year. I continue to keep up with news regarding the biotech industry and Cell Genesys in particular—I can hardly believe it’s been three years since I left! The reason I’m writing today is to announce a career change and ask if you would be able to provide me with a letter of recommendation.

As you may recall, I left Cell Genesys in order to find employment in a more stable industry. It was a tough decision, but at the time I felt that financial stability had to take precedence over my passion for working in biotech. I’m happy to say that I’ve done well in the grocery industry, but these three years have taught me that biotech is my true calling. I am therefore planning to move back into the industry, even with its occasional ups and downs.

Of the many successful projects I worked on during my seven years at Cell Genesys, three in particular come to mind as possible points to mention in the letter:

Supervising the automation of the recruiting process, allowing us to handle 20 times the number of applicants with the same number of HR staffers

Selecting and implementing the online training system that allowed the company to reduce training downtime by 40 percent

Coordinating the transfer and orientation of the 65 employees who joined us when we acquired BioLink in 2002

I’ve attached a current copy of my résumé as well. Naturally, any other points you would like to include would be more than welcome.

I plan to begin applying around April 15 if you would be able to provide the letter by then. For your convenience, I’ve enclosed a stamped envelope with my new address. I appreciate your time and effort in writing this letter. Thank you for your assistance.

Sincerely,

Rosario


2. TRANSGLOBAL EXCHANGE: INSTANT MESSAGE REQUEST FOR INFORMATION FROM CHINESE MANUFACTURER

This opening message in your chat requires a gentle, careful approach given the language and cultural differences it must bridge. Use a slightly more formal greeting than you would in the United States. Then, instead of demanding to know what is holding up production, offer your assistance. Doing so will avoid blame or criticism while indirectly encouraging the recipient to supply the information you need by describing a benefit. You can follow up in subsequent messages to request more details, as the interactive exchange progresses.

Greetings, Kuei-chen.

I hope your trip was successful. Please let me offer my assistance to

help in your efforts to correct the problems delaying production of the

fiber-optic lamp, Product # 3347XM. For example, if the problem

involves a faulty part, I can suggest a new supplier for this part. If you

will explain your needs, then I will do what I can to help from here.

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3. TRACKING THE NEW PRODUCT BUZZ: TEXT MESSAGE TO COLLEAGUES AT A TRADE SHOW

Short messages can be among the most difficult to write because every word—even every character—must count. For this message, be sure to specify exactly what you would like the audience to do, including what the new product is, where they can find it, and what sort of information you hope to learn.

Have you seen Trickster’s new controller-cam in Booth 1064?

Looks hot! Please listen for buzz at the show, in hotel lobbies, etc.

Are people talking about it?


4. STEP ON IT: LETTER TO FLOORGRAPHICS REQUESTING INFORMATION ABOUT UNDERFOOT ADVERTISING

Open with a brief explanation of the situation. Emphasize Schwinn’s immediate interest in purchasing ads, which may also encourage Floorgraphics to make Better Bike & Ski a good leasing offer. List multiple questions for easy reading and response. Hint at future business to encourage compliance with the more difficult photo request. Close by restating Schwinn’s interest in supporting the action request.

BETTER BIKE & SKI SHOP120 North Second St., Aspen, CO 81612

(970) 555-8933 FAX (970) 555-8934 [email protected]

July 15, 2008

Richard Rebh, CEOFloorgraphics, Inc.5 Vaughn Dr.Princeton, NJ 08540

Dear Mr. Rebh:

Our Schwinn bicycle representative, Tom Beeker, has urged us to contact you about the potential for increasing our income (and Schwinn’s) through the use of floor advertising created by your company. Schwinn would like to purchase such ads in our small sporting goods store as soon as possible. Mr. Beeker suggested you could answer our questions about Floorgraphics’ methods and leasing policies.

1. What leasing terms do you offer a store like ours?

2. What commission do you pay retail outlets for the ads you sell?

3. Can you supply figures or examples of sales increases from other stores now leasing space to you for floor ads?

4. Are the ads safe for our floor surfaces over the long term?

5. Will they stand up to our regular cleaning and waxing solutions?

6. Who is responsible for their installation and removal?

7. Can you tell us more about your plans for animated floor ads?

Can you also provide photographs of your ad placements in other small retail stores? If I like what I see, I’ll be most interested to discuss terms with you.

Schwinn is eager; perhaps we can resolve this quickly if you call me at (970) 555-8933 between 7 a.m. and 4 p.m. MT, Tuesday through Saturday. Or if you’d prefer to send a representative, I’m usually in the store during those hours.

Sincerely,Mary Utanipak, Owner

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5. AIR RAGE FIASCO: LETTER REQUESTING REFUND FROM BRITISH AIRWAYS

Use the direct approach, stating the request up front. Follow with details, beginning with the most specific (name, flight number, reason for the request). Imply that more serious compensation could have been requested, and express confidence that the refund is assured. Finally, offer further incentive for compliance by mentioning the possibility of future business. Because British Airways is an international company, use a formal tone throughout.

RICHTER OFFICE SOLUTIONS221 Battery St., San Francisco, CA 94111-3326

(415) 565-3990 Fax: (415) 565-3993 www.richteros.com

March 19, 2008

British Airways Ticket Refunds USA75-20 Astoria Blvd.Jackson Heights, NY 11370

Dear British Airways:

Please refund my one-way, business-class airfare in the amount of $1155.06. I was a passenger on your ill-fated Flight #5472, from London to New York, Friday, 16 March 2008. This flight was disrupted by a dangerously unruly passenger, who was arrested when the plane landed (two hours behind schedule). A copy of my ticket stub is enclosed for your reference.

Your ground personnel in New York suggested that by my writing to you, my company would be awarded a full refund. The eruption of mid-flight violence and ensuing struggle was terrifying. But worse, the delay caused me to miss an important business presentation.

Thank you for your offer of compensation. Please make the check out to Richter Office Solutions and mail it to the address in the letterhead.

I commend your in-flight and ground personnel for their poise, professionalism, and quick-witted response to this unexpected and dangerous "air-rage" incident. Because our employees frequently travel overseas on business, safety and trust are of great concern to Richter Office Solutions. We trust British Airways will continue to impress us with its concern for passenger safety and satisfaction.

Sincerely,

Samantha AlbertsVice President, Sales

Enclosure

rg


6. UNHAPPY CUSTOMER: CLAIM LETTER FROM YOU REQUESTING AN ADJUSTMENT

Assuming that a fair adjustment will be made, the writer uses the organization plan for a direct request. The first paragraph requests a replacement product. The middle paragraph explains all the details: why Frye is writing the manufacturer, what Frye has already done to attempt to solve the problem, and when the watch was actually purchased. The first sentence in the closing paragraph provides an incentive for the company to honor the claim. Frye also makes it easy for the customer service representative to contact her and has enclosed a copy of the relevant document.

533 St. Charles St.Thibodaux, LA 70301September 8, 2008

Customer Service DepartmentCalvin Klein, Inc.205 West 39th StreetNew York, NY 10018

Dear Customer Service Representative:

The CK Ladies’ Gold Plated watch that I purchased three months ago has stopped. I need your assistance in obtaining a replacement.

I purchased the watch at Wilson’s Jewelry in Thibodaux, Louisiana. However, Wilson’s Jewelry went out of business last month, and I am unable to return the watch to the store to obtain a replacement. To make sure the problem was not simply a dead battery, I did have the battery checked at another jewelry store; the battery tested fine. The watch has not been dropped or placed under water. A copy of my sales receipt for $159.94 is enclosed to verify my purchase on June 4, 2008.

This is my first Calvin Klein watch, and I am anxious to resume wearing it. Please let me know how I can return the watch in exchange for a working replacement. You can reach me at the above address, by phone at (985) 448-1234, or by e-mail at [email protected].

Sincerely,

Linda Frye

Enclosure: Copy of sales receipt

mailto:[email protected]

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7. A JUICY POSITION: E-MAIL REQUESTING INFORMATION ABOUT CAREERS AT JAMBA JUICE

Use an informative subject line, a lot of white space and a style that is direct, uncluttered, and brief. In the opening, promote a personal reply with compliments and the hint of a mutually beneficial result. In the close, include details that will help the reader see Panico as the candidate Jamba Juice is looking for. Omit phone numbers, but include a post office box to facilitate mailing of materials.

Date: Fri 27 September 2008 11:07:33 –0800From: Thomas Panico <[email protected]>To: [email protected]: Management career questions

Dear Recruiter:

Your website describing management careers at Jamba Juice has impressed me greatly. Your management incentives and my studies in business seem like a good match. But before I apply, I have a few questions.

Please send me additional information on the following programs:

* The General Manager J.U.I.C.E. Plan* End-of-year bonuses * Retention bonuses for general managers* Minimum guaranteed bonuses for meeting customer service goals

Also, could you tell me

* What qualifications do you look for in management candidates?* Does initial training require travel to your corporate headquarters?* What locations currently have openings for new managers?

Your company has impressed me with its health-oriented products and its efficient operations, which I’ve been able to observe while working out at 24-Hour Fitness. I am interested in joining a company that I can work for while attending school and then advance after I complete my studies. I already know and enjoy your products, and I’m familiar with your customer base.

Please send any hard-copy materials to me at P.O. Box 3899, Chandler, AZ 85244

Sincerely,

Thomas Panico


8. BLOCKBUSTER SHAKE-UP: MEMO REQUESTING INFO FROM RETAIL MANAGERS

Begin the e-mail with a cordial opening, thanking managers for their previous cooperation and then making the direct request to complete the survey. Close by mentioning additional benefits to encourage response by the requested date. Also reassure readers that Blockbuster’s current upheavals will have positive results. Organize the survey to simplify responses while still allowing managers to provide more extensive commentary if they wish.

Date: 8 May 2008 11:07:33 –0800From: Tom Dooley <[email protected]>To: [email protected]: Recent Cash Flow and Consumer Response - Survey

Thanks go to you and your staff for your hard work and cooperation during the reorganization of your stores. We believe revenues will rise to new heights if we re-emphasize movie and game rentals as Blockbuster’s core business and reduce the visibility of our sideline retail products. However, we want to be certain that these changes are having the positive effect on your cash flow that we all expect and look forward to.

To help us make that determination in a timely manner, please respond to the following survey questions and e-mail them back by the end of next week. Please answer concisely, but feel free to include relevant details and explanations.

Your input is valuable not only to help headquarters improve service to you but also to help us all improve service to our customers. By returning this survey before May 15 to my attention, you will help Blockbuster thrive in a marketplace that critics say we cannot conquer. Blockbuster must choose wisely and serve its customers well, but I firmly believe that the video-rental business is healthy, growing, and profitable.

Thank you for your cooperation and support. You make Blockbuster North America’s premiere “place to go to rent movies and games!”

PLEASE TYPE YOUR NAME AND STORE LOCATION HERE

I. When your store was configured to emphasize retail products (magazines, sale DVDs, tie-in toys),

A. Has your overall cash flow increased or decreased? _____________

B. What percentage of each transaction consisted of retail purchases? _____________

II. After the recent reconfiguration to de-emphasize retail products,

A. Has your overall cash flow increased or decreased? ____________

B. What percentage of each transaction now consists of retail purchases? _____________

C. Have you noted any significant overall change?_____________

III. Regarding store layout:

A. Have you observed any changes in consumer reaction to the store layout?_____________

mailto:[email protected]

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B. Have you received feedback from regular customers about the recent layout changes?_____________

IV. Regarding DVDs and games:

A. Which items make up most of your cash transactions: rental or sales? _____________

B. Of those who buy DVDs and games, do most buy new or used ones? _____________

C. Do customers ever leave empty-handed when current rental hits areunavailable?_____________

D. Do customers ever leave empty-handed when current sales hits areunavailable?_____________

V. Regarding re-emphasizing DVD and game rentals:

A. Has this strategy improved your business? How?__________________________________________________________________________

__________________________________________________________________________

B. If not, what do you think is the reason for the lack of change?__________________________________________________________________________

__________________________________________________________________________

VI. Please offer any suggestions for improving consumer relations and bottom-line performance.

___________________________________________________________________________


9. HERE’S HOW IT WILL WORK: EXPLAINING THE BRAINSTORMING PROCESS

Begin by envisioning readers’ interests and needs. Since this is part of a message that will be posted on a product blog, it needs to be compelling, easy to understand, and specific. Pay attention to formatting, since making the text easy to skim may increase the audience’s willingness to read it. Here is one possible revision:

Be yourself. Don’t try to “think like an advertising specialist.” Your

responses to each challenge should reflect your own unique

perspective, so tell us what you really think.

Be spontaneous. This is not the time to worry about issues like

spelling, punctuation, and word choice. The important thing is to record

your ideas as quickly as possible.

Be creative. You’ll submit your responses anonymously, so don’t be

afraid to take some risks. No one will say, “I can’t believe you said that!”

Be “impractical.” Some of the best ideas are those that sound

impractical at first. If yours would require a great deal of time, effort,

and/or resources to enact, we still want to hear about them!

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10. LISTENING TO BUSINESS: USING THE IPOD TO TRAIN EMPLOYEES

Audio-only instructions present two major challenges. First, without the benefit of visuals, you’ll need to take extra care to describe parts and procedures. (In many cases, a podcast would be accompanied by some manner of graphical support.) Second, because listeners can’t skip back and forth as easily as they can with printed instructions, every instruction needs to be clear, and the instructions need to follow each other in logical order. The brief excerpted example here describes the steps necessary to assemble a home weather station. (Adapted from “Assembly Instructions for the 1-Wire® Weather Station V2.0/V3.0,” AAG Electronica website [accessed 2 August 2007] www.aagelectronica.com.)

Before you begin assembling your weather station, verify the operation of the pause button on your music player. Whenever you hear the word “pause” after an instruction, press the pause button, complete the step, then press the pause button again to resume the audio. Press pause now to test.

Begin by carefully removing the weather station housing from the protective plastic bag. Pause.

Next, locate the weather vane, the part that looks like a large arrow. Pause. You will attach it to the shaft that runs vertically through the weather vane housing. Locate the bottom of the housing by looking for the serial number label. Remove the outer nut from the shaft. Be sure to leave the inner nut in place. Pause. Slide the vane onto the shaft, then secure it by replacing the nut that you just removed. Pause.

Now locate the wind cup assembly. It has three small cups arranged in a circle around a central hub. You will attach this piece to the opposite end of the shaft in the same manner in which you just attached the weather vane. Pause. Remove the outer nut, slip the wind cup assembly onto the shaft, and replace the nut. Pause.

Your weather station is now ready for testing. Locate the eight-foot test cord and plug one end into the weather station and the other into the serial port on your computer. The cord is shipped from the factory with an adapter plug that will be required with some computers. If you don’t need this adapter, simply remove it and plug the cable directly to your serial port. Pause.

Start the 1-Wire Weather® software that you installed earlier. Pause. When the software starts for the first time, you will be given instructions on screen for teaching the software the eight directional points of the compass. This process is easy and takes only a few minutes. Pause.

After you’ve trained the software, disconnect the test cable at both ends. You are now ready to install the weather station outdoors.

[continues]


11. GOT IT COVERED? LETTER FROM AMERICAN EXPRESS ABOUT SUV RENTALS

Introduce the topic in the first paragraph and in the second explain coverage benefits that American Express offers. In the third, introduce the source of confusion. Adopt a helpful and concerned tone to build goodwill for American Express. Use short paragraphs and a numbered list to break the complicated facts into smaller chunks. Emphasize benefits when summarizing your recommendations. Supply contact information and close with a courteous, upbeat expression that shows your company cares about the welfare of its customers.

AMERICAN EXPRESS COMPANYConsumer Affairs Office

200 Vesey Street, New York, New York 10285212-640-2000 www.americanexpress.com

DateCustomer Name [from database]AddressCity, ZipRe: Rental Car Coverage

Dear [Name from database]:

Vacation time is near, and your family may be among the thousands who will include rental cars as part of their summer plans for fun and relaxation. We’d like to help you make that vacation safer and smarter with a few tips and reminders about your American Express rental car insurance coverage.

Many of our customers rely on American Express’s secondary insurance coverage, which pays for any damage fees above and beyond the coverage you receive from your regular auto insurance company when you use your credit card to pay for your rental car. American Express Green and Gold cards provide secondary coverage up to $55,000. The Platinum card extends that to $75,000.

Although rental agencies often encourage customers to upgrade their rentals to large-size SUVs (such as the Ford Expedition, GMC Yukon, or Chevrolet Suburban) or even to exotic cars (such as Maseratis, Porsches, and Ferraris), these vehicles may be excluded from your insurance coverage. Moreover, if you do damage your rental car, agencies charge fees you may not be aware of.

Before you rent any vehicle, especially any upgrade vehicle, be sure to carefully check your coverage, both from conventional insurance companies and from any secondary sources such as American Express. Following are some important issues that you need to know about:

1. Uncovered vehicles. Many carriers, including American Express, exclude certain vehicles from coverage, and large SUVs are commonly among the vehicles not covered.

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[Customer name] [Date] Page 2

2. Increased chances of damage. SUVs are more difficult to handle in traffic and in tight parking spaces, so chances are greater that you could have a fender-bender that will cost you out-of-pocket damages.

3. “Loss of use” charges. In case of damage, rental agencies routinely bill customers directly for “loss of use” charges to cover lost revenue while their damaged rental vehicles are in the shop. These charges can extend into thousands of dollars.

4. Excluded charges. Most auto insurers and credit card companies, including American Express, do not cover “loss of use” charges.

5. Optional fees. Rental agencies routinely offer a daily “collision and liability damage waiver fee.” Paying this additional $10–$25 daily fee will allow you (1) to walk away from any rental car accident liability-free and (2) save you from having to pay any “loss of use” charges.

American Express recommends that you consider paying the daily damage waiver fees when you rent your vacation vehicle. You won’t have to worry that a parking-lot mishap would set you and your family back financially. Plus, you need not worry whether your chosen rental car falls under an “exclusion” category in your primary or secondary coverage.

If you’d like to learn more, log on to our website at www.americanexpress.com, or contact our American Express consumer information hotline, 1-800-555-2388. Your friends at American Express wish you a wonderful, safe, and smart summer vacation!

Sincerely,

Amalia PinkertonAssistant Vice PresidentCustomer Service


12. MIND YOUR OWN E-MAIL: MEMO STATING ELECTRONIC PRIVACY POLICY AT THE LOS ANGELES TIMES

As introduction, refer briefly to the reason for the new policy without going into details, since they’re widely known. Keep your message short. Use bulleted lists for easy reference. Suggest a staff meeting to introduce the new policy. Include the “common sense” guidelines for handy referral. Supply your phone number as a future legal department contact.

MEMORANDUM

TO: All News Bureau ManagersFROM: Akin Alijuuon, Esq., Times Legal DepartmentSUBJECT: New E-mail Privacy Violation PolicyDATE: March 3, 2008

Because of recent events, management has re-evaluated its e-mail privacy policy. Within the next few weeks, a detailed policy memo will be issued for posting in all bureau offices. In the meantime, here is an outline of how e-mail privacy violations are handled under the new rules:

First violation: The employee’s direct supervisor will (1) issue a verbal warning during a personal meeting and (2) keep written records of all communications. The warning will appear in the employee’s human resources file.Second violation: The employee will either be (1) suspended without pay for a period of time or (2) reassigned (to be determined by the employee’s direct supervisor). A written record will be kept of all communication with the employee.Third violation: Employment will be terminated immediately, without severance. A written record will be kept of all communication with the employee.

Since these actions represent a considerable increase in the severity of penalties, it would be a good idea to meet with your staff to introduce and explain the new policy. Be sure to explain this policy to all new hires when you introduce the following general e-mail usage guidelines—which will also be printed in the official policy memo for public posting:

Los Angeles Times E-mail Usage Guidelines Do not use the L.A. Times e-mail system for personal business. Be aware that your e-mail is visible to managers, supervisors, and system administrators. Do not use derogatory language or obscenity. Do not use copyrighted material (unless labeled as such). Observe strict rules of message privacy; do not read what is not addressed to you. Remember that all messages belong to The Los Angeles Times.

If you have any questions about the new privacy policy or its implementation, please contact me in the Los Angeles office, extension 5348.

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13. TEMPER, TEMPER: E-MAIL TO METRO POWER EMPLOYEES ABOUT TECHNOLOGY FAILURES

Avoid sounding condescending, making threats, and nagging by keeping your tone fresh and helpful. Use the “you” attitude. In your subject line, promise useful information. Open with a statement that elicits reader agreement. Put helpful tips in a list that leads up to the idea that lost tempers can get people fired. Use tactful language that puts reader interests first. To lessen the repetitive aspect of the Bart Stone info, mention the benefit of faster service. Close on a helpful, upbeat note.

Date: Mon, 22 September 2008 1:07:33 –0800From: Susannah Beech, <[email protected]>To: Metro Power Employees <Mailing List>CC:Subject: Coping tactics for tech failures

Dear Metro Employees:We all know the stress of racing toward a deadline and suddenly having your equipment fail. Here are a few suggestions to help you stave off—and cope with—technical equipment and systems failures when they do occur:

Stay cool. Tech failures are commonplace in business; your bosses and co-workers will understand.

Practice preventive maintenance. Use cleaning cloths and sprays regularly, keep liquids and foods away from sensitive keyboards and printers, and make sure systems are shut down when you leave at night.

For faster repair assistance, promptly report computer failures to Bart Stone, assistant director of information services, ext. 2238.

If you suspect an equipment problem may be developing, don’t wait until the crucial moment to call for assistance.

Take a walk to calm down if a last-minute technical failure threatens your composure.

The last suggestion is perhaps the most important to keep your career on track. Lost tempers, violent outbursts, and rude language are threatening to co-workers, and could result in reprimands or other disciplinary action. So stay calm and make good use of technical support hotlines and assistance. Help is always available.

Ask your supervisor for a list of support numbers to keep handy. The next time you experience a technology glitch, you’ll be able to handle it as just another aspect of your business routine.

Sincerely,Susannah BeechHuman Resources Administrator


14. WINDOW SHOPPING AT WAL-MART: OFFERING ADVICE TO THE WEBMASTER

Student responses to this exercise will vary widely. The important question is whether or not students discuss specific aspects of the website or limits his/ broad, unsubstantiated assessments. Students should address some the elements listed in the prompt (language, layout, graphics, and overall ease of use), and may include comments on other characteristics of the site such as pop-ups, load time, browser compatibility, and so on. An e-mail to the webmaster could look something like this:

Date: Mon, 22 September 2008 1:07:33 –0800From: Pete Taylor <[email protected]> To: [email protected]:BCC:Attached:Subject: Feedback on walmart.com

Thank you for requesting my feedback on walmart.com.

Overall, I find the site appealing and easy to use. The graphics are attractive and well-produced, and I had no problems finding the items I searched for. Prices, product information, and details on Wal-Mart’s shipping policies were accessible and easy to find. The text throughout is clear and concise, and contributes to the generally inviting feel of the website.

I did, however, sometimes have trouble reading fonts on the website because of their small size. For example, the text in the top right corner of the homepage (“Cart,” “My Account,” “Track Order,” etc.) was very difficult to make out unless I increased the text size through my web browser. This was also true of the text at the bottom of the homepage and elsewhere throughout the site. The small font would not be so annoying that I would leave the site, but it was a noticeable inconvenience.

The Flash slideshows on the homepage and on the “department” pages were also somewhat of an inconvenience. I found myself wishing I could turn off the slideshows because they were distracting me from other areas of the site. I’ve noticed that other retailers also include animation like this on their pages, but it might be worth giving visitors the option of viewing the site without them.

Aside from these two areas, I am very pleased with walmart.com. Please let me know if you’d like more details on any of my comments.

Sincerely,Pete

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15. THE SPECIAL COURIER: LETTER OF RECOMMENDATION FOR AN OLD FRIEND

Since you are making your recommendation as a friend and not as a result of your position at Airborne Express, use personal letterhead. However, mentioning your title and company in the close lends credibility to your message. The challenge is to praise an outstanding and talented individual without seeming overly effusive. Use specific examples whenever possible to convey your sincerity. Your praise should appear heartfelt. Answer the reader’s questions in a numbered list, in the order they were asked. Use a friendly, but business-like tone.

WILLIAM MASON626 Bainbridge Ave., Seattle, WA 98110

(206) 982-3599 [email protected] 3, 2008

Roscoe de la PendaNon-Stop Messenger Service899 Sparks St.Ottawa, Ontario K1A 0G9CanadaSubject: Kathryn Norquist

Dear Mr. De la Penda:

I am delighted to give Kathryn Norquist my unqualified recommendation for a position as courier with Non-Stop Messenger Service. Kathryn would be an excellent choice to handle the position’s responsibilities and demands, as you describe them in your letter. Let me answer your questions in order:

1. How long and in what circumstances have you have known the applicant? I met Kathryn in 1994, when we were both sophomores at San Diego State University. We were roommates for nearly three years (sharing a house with two other students until graduation and sharing a two-bedroom condo for nearly a year afterward). Since early 1999 our careers have kept us in different cities—sometimes different countries—but we have remained close friends, keeping in touch and visiting each other whenever we get the chance.

2. What qualities does she possess that would qualify her for the position of special courier? Kathryn possesses the concentration, stamina, and integrity that would serve her well as a courier. The first year after graduation, I witnessed firsthand her ability to focus on important assignments while putting meals, sleep, and personal concerns on hold. Just two years ago, she left civilized comforts behind for a six-week trudge through the jungles of Borneo to help write a National Geographic article on the shrinking habitat of Orangutans. Her integrity is unquestionable. I remember one case in which a member of her local city council tried both threat and bribe to convince Kathryn to quit a story. Even her peers were hounding her to back off, but she withstood incredible pressure to uncover longstanding corruption. Her efforts were directly responsible for the mayor’s push for ethics standards. Her energy and enthusiasm are matched only by her style. Whether digging into political corruption or braving life in the Bornean jungle, her manner appears unshakable—honorable, flexible, and organized.


Rosco de la Penda August 3, 2008 Page 2

3. What qualities might be improved before she is put on permanent assignment in this job? Kathryn has always worked hard to stay mentally and physically sharp. However, only she can tell you whether she would need additional training to handle the “threatening situations” you mention in your letter.

As vice president of human resources at Airborne Express, I know how difficult it can be to find just the right person for any given position. I believe Kathryn Norquist would make a fine courier. Her enthusiasm for hard work, long hours, and challenging goals should serve your company well.

Sincerely,

William Mason

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16. RED DIRT TO GO: POSITIVE E-MAIL REPLY FROM PARADISE SPORTS

Use the direct approach and state the good news early in the message. In the body, make favorable comments to reassure Mr. Draeger that he has made a wise decision (this an opportunity to for resale in your message). Include details about the documents you’re mailing to him, and clearly request that he fill them out and return them to you. End with a courteous close.

Date: Fri, 13 Nov 2008 14:30:25 (CST)From: Ken Valens <[email protected]>To: Ronald Draeger <[email protected]>Subject: Red Dirt and Lava Blues Sportswear

Dear Ronald:

Thank you for your interest in becoming an officially licensed Red Dirt and Lava Blues Sportswear retailer. We are pleased to grant you temporary exclusive sales rights for your area.

We’re confident that your customers will appreciate the island-influenced sportswear from Paradise Sports. By carrying our popular Red Dirt and Lava Blues sportswear, Surf’s Up will offer Chicagoans a variety of products unlike anything they’ll find elsewhere. You will soon receive a Paradise Sports credit application and other setup documents. To expedite your first shipment of Red Dirt and Lava Blues products, please complete and return this paperwork promptly.

Don’t hesitate to contact me with any questions about our products, your license, or the paperwork we’re sending. We look forward to working with you.

Sincerely,Ken

Ken ValensSales RepresentativeParadise Sports


17. AUTO-TALK: E-MAIL MESSAGES FOR HIGHWAY BYTES COMPUTERS TO SEND AUTOMATICALLY

Make sure to identify key words, as well as their variants. For cover messages, use the standard opening, body, and close for positive messages. Be sure to focus on audience needs and feelings, and be brief.

1. Installing Your Cycle Computer

a. Key words: install, first time, set up, setup, add, attach

b. Cover message

Dear [name inserted from customer e-mail]

Thank you for writing us regarding the installation of your new Cycle Computer. I'm sure you're looking forward to getting the computer installed and running as quickly as possible, and the attached document, Installing Your Cycle Computer, covers all the necessary steps.

In most cases, installation takes only a few minutes. If your particular bike requires additional steps, or if you would like additional information of any kind, please contact us at [email protected]. A support technician will be in touch with you within 24 hours.

Have fun on the highway!

[name of Highway Bytes support manager]

2. Troubleshooting Your Cycle Computer

a. Key words: troubleshoot, trouble, diagnose, repair, fix, glitch, bug, broken, frozen, crashed, restore, problem

b. Cover message


Your message has reached me here at Highway Bytes, and I'm sorry to read that you're having trouble with your Cycle Computer. Fortunately, most problems can be fixed quickly, since they involve simple issues such as loose wires or a dead battery. The attached document, Troubleshooting Your Cycle Computer, will help you identify the source of the problem and will explain how to fix it.

If the steps in the attached document don't resolve your problem, please contact us at [email protected], and a support technician will be in touch with you within 24 hours.

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Best of luck to you—and please don't hesitate to write back if you need additional help.


3. Upgrading the Software in Your Cycle Computer

a. Key words: upgrade, latest, version, revision, new software

b. Cover message


Thank you for inquiring about the latest version of software for the Cycle Computer. The new features add some interesting capabilities, and the upgrade takes only a few minutes.

The attached document, Upgrading the Software in Your Cycle Computer, shows you exactly what to do. If you need additional assistance, please contact us at [email protected], and a support technician will be in touch with you within 24 hours.

Have fun with the new features!


4. Responding When the System Can’t Identify the Specific Issue

Note: this e-mail doesn't need to mention that the system couldn't identify the specific issue the customer was writing about. It should take a fairly generic and even-toned approach, since it will be sent in response to a wide range of customer queries.


Thank you for contacting Highway Bytes. Your message is now in the support queue, and one of our technicians will be in touch with you as quickly as possible.

In the meantime, you might want to browse the support section on our website to learn more about your computer and its capabilities.

Thank you for purchasing a Cycle Computer. We look forward to helping you.



18. LIGHTEN UP: E-MAIL REPLY TO A WEBSITE DESIGNER AT ORGANIZERS UNLIMITED

Warm up your reader with the subject line, and start your message with a note of appreciation for the designer’s promptness. Then get right to the problem, as befits the brief and less formal style appropriate for e-mail and for this type of working relationship. Keep it light. Instead of complaining about or criticizing the design, use the middle of the message to provide useful information about why it won’t work. Close with encouragement and a compliment, and suggest a time frame for a second proposal.

Date: Tues, 13 April 2008 9:15:17 -0800From: Margita Kim <MK@organizersUL>To: Pete Womack <[email protected]>CC:BCC:Attached:Subject: A good beginning

Dear Pete:

Thanks for getting your proposal to me so quickly. I’ve looked it over and it has some nice features. But I’d like to suggest a new approach to the homepage.

My research tells me that my site visitors will want that page to load within 8 to 10 seconds, or they’ll quickly leave. That means we’ll need to keep the homepage at around 40-50 BB. Your proposed animations are cute, but the combined file size is greater than 500 MB.

Many of my customers still use dial-up connections, so they’ll appreciate us more if we can provide them with the fastest possible access to the information they’re looking for.

Your proposal is a good beginning, though. This change shouldn’t take you too long to accomplish. Can you give me another look in, say, three days?

Sincerely,

Margita

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19. SHOPPING FOR TALENT: MEMO AT CLOVINE’S RECOMMENDING A PROMOTION

The first paragraph should state that you are recommending Jennifer Ramirez for the assistant buyer job that Rachel is hoping to fill. But be careful to use the “you” attitude; you may be taking away one of Rachel Cohen’s trusted employees. Itemize the specific questions you want answered. Explain why you need the information by a certain date. To protect yourself legally, promise to keep the information confidential and explain how it will be used.

Date: 9 January 2008 9:15:17 -0800From: Frances Webb <[email protected]>To: Rachel Cohen <[email protected]>CC:BCC:Attached:Subject: Recommendation for Assistant Buyer Candidate

In response to your request for assistant buyer candidates, I recommend Jennifer Ramirez. You mentioned that you were looking for someone who is smart and aggressive, and I think Jennifer would be right for the job. Jennifer has worked in our Designer Sportswear Boutique for more than a year now, and I’m impressed with both her customer relations and her eye for style.

Many customers ask for Jennifer by name. They comment on her ability to suggest just what they’re looking for and on her willingness to speak up when an outfit doesn’t work. Mrs. Julia Lazaro (one of our best customers) says, “Jennifer makes me feel good about the clothes I buy and about myself.” In addition, at department meetings, Jennifer is not afraid to make intelligent observations about new clothing trends here in South Florida.

The personnel department can give you Jennifer’s education and employment history. But as her supervisor, I can tell you the following about Jennifer:

Her customers are more than satisfied with the purchases she recommends. She has good working relationships with her co-workers. She has strong communication skills (in English and Spanish). She is prompt, reliable, and efficient with her time. She treats her paperwork carefully. She has the energy and aptitude for this demanding job.

If you need any other information about Jennifer’s performance and character, I would be happy to discuss her qualifications either by phone or in person. My extension here in the Miami store is 397.

I think Jennifer Ramirez would be a great help with market analysis and product development for your fall merchandise buying.


20. IMPRESSIVE TRAINEE: LETTER OF RECOMMENDATION FOR A TOP-NOTCH INTERN

As the candidate has requested, keep the letter fairly general. At the same time, be sure to include the information listed on p. 229 and to back up your overall assessment of Maxine’s performance with specific information about her work at Orbitz.

August 2, 2008

To Hiring Managers:

I am pleased to recommend Ms. Maxine Chenault (at her request) for a position in any professional field that requires dependability, proficiency in meeting deadlines, and attention to detail. Max worked for me as an intern at Orbitz during the summer of 2007 and provided a great deal of valuable assistance in a number of areas.

Max is an exceptionally fast learner. She quickly became proficient with our content management system and always used it properly. While other interns have struggled to learn and utilize the Orbitz system, Max was so adept with it that more seasoned employees often came to her with questions about how to perform various functions. I was also impressed with how quickly she picked up on (and learned to apply) important principles of blogging and website design.

While Max was certainly a quick study, she was always willing to asking intelligent questions about our business. Other interns and many new employees tend to avoid asking questions because they don’t want to admit there’s something they don’t know. Max, however, didn’t hesitate to inquire about complex procedures, best practices, and other important matters.

Another important element of Max’s character is her willingness to respond well to suggestions for improvement. Soon after she joined me at Orbitz, I expressed concern that she was spending too much time on the phone discussing non-business matters. That single conversation was all it took to eliminate the problem completely. This was the only instance in which I found it necessary to ask for improvement, and she responded promptly and professionally.

I am confident that Max would be an asset to your organization. In addition to the traits I’ve outlined, she is mature and professional, always on time, and eager to assist with even the most mundane tasks. Of the many (50+) interns with whom I’ve worked over the years, she certainly ranks among the top three. If you have questions or would like more information on this excellent candidate, please contact me at the number listed above.

Best regards,

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21. SATELLITE FARMING: LETTER GRANTING CREDIT FROM DEERE & COMPANY

This good news letter can be both direct and brief. Start with congratulations. Extend the terms of credit. End with call-back information.

DEERE & COMPANYAgricultural Division/Credit

John Deere Rd., Moline, IL 61265-8098Voice: (309) 504-2323 Fax: (309) 504-2324 www.deere.com

May 12, 2008

Mr. Arlen RuestmanP.O. Box 4067Toluca, IL 61369

Dear Mr. Ruestman:

We are happy to approve a credit line of $7,350 for our GreenStar System Precision Retrofit Package. By deciding to use GreenStar, you’ve made an important decision that will revolutionize the way you farm. Also, this system can save you enough money to pay off this account with your increased profits.

Our field representative, Tommy Whitebull, will call you this week to schedule a time to work with you on installing and using the equipment. Installing the equipment usually takes half a day, and learning its applications can take several weeks. Tommy will give you his pager number so that you can call him with any questions. In addition, he’ll be visiting you on a weekly basis until you’re comfortable using the system.

We’re proud of what Deere has done to promote farming over the years, and we are glad to welcome you as one of our customers. If I can help you with anything further, you can reach me at the number above, extension 129.

Sincerely,

Gretta WeisbattenCustomer Service Representative

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22. LEVERAGING THE GOOD NEWS: BLOG ANNOUNCEMENT OF A PRESTIGIOUS PROFESSIONAL AWARD

Use a direct approach to share the good news immediately, but try to do so in a way that (a) doesn’t sound boastful for yourself or your department and (b) lets the entire company share in the glory. Not only is this a good way to build goodwill and a sense of community within the company, but it also acknowledges the fact that the public relations (PR) program would not have been so successful if the product it promotes wasn’t successful, too. (In other words, great products are much easier to promote than weak products.) Also, within the context of complimenting the PR department, keep the focus on the team, not on yourself as the manager. In addition, since this is a blog posting, and a relatively simple announcement at that, keep the posting short and to the point. People will want to hear that the PR department has won the award, but no one outside the department is likely to be interested in lots of details.

July 20, 2008

EPSON COMMUNICATION EFFORTS RECOGNIZED WITH PRESTIGIOUS

AWARD

The new PictureMate Personal Photo Lab has received quite a few industry

honors for its innovative design, and I’m pleased to report that the PR

program for the PictureMate has just garnered a prestigious award, too. The

Public Relations Society of America has given Epson the Silver Anvil,

recognizing the PictureMate PR campaign as one of the best in the country

this year. I have the opportunity to observe our talented PR team in action

every day, so I am especially satisfied to see that their peers now recognize

the quality of these efforts, too. Please join me in congratulating our top-notch

PR professionals!


23. INTERCULTURAL CONDOLENCES: LETTER CONVEYING SYMPATHY AT IBM

You have discovered that cultural differences in this case will not change what you want to express. In the opening, convey personal sympathy and avoid terms such as “passing on,” “tragic accident,” and so on. In the body, reflect on positive memories of Surin, and in the close, point out the positive qualities that will help Chana through her loss. Offer your help thoughtfully and realistically, and be sure it is appropriate for a work situation.

Dear Chana,

I was so sorry to hear the news about your husband.

Although I met him only once, Surin had such a warm smile and sense of humor, he will surely be missed by many people. From your stories, I know that he has been a wonderful husband and father.

Chana, I’ve seen your strength in the years we’ve known each other, and I know that strength will serve you and your children well. If there’s anything I can do here at the office to help lighten your workload during this time,please just slip me a note or an e-mail. Don’t hesitate—you’d do the same for me.

My sincere condolences,

Tad Kelson

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24. GREEN IS THE NEW GREEN: BLOG UPDATE ON ENERGY SAVINGS

Since this message will be posted on an internal blog, it needs to be concise, specific, and compelling. Start with an overall statement about Adobe Systems’ success in reducing energy usage, thank employees for their efforts in this area, and move immediately to details about the Platinum Certification.

National Recognition of Adobe Systems’ Environmentalism

Adobe Systems continues to lead the way in becoming a more environment-

friendly corporation. Thanks to the cooperative efforts of our employees, our

company has saved more than $1 million in energy costs and was honored as

the first recipient of three Leadership in Energy and Environmental Design

(LEED) Platinum Certifications from the U.S. Green Building Council. As

our CEO Bruce Chizen explained, the awards “are a validation of Adobe’s

ongoing efforts to promote environmental stewardship and create healthy

work environments for our employees.”1

USGBC President and CEO Rick Fedrizzi noted that, “With the certification

of Adobe’s Almaden and East Towers, Adobe has again raised the bar for

other companies seeking to introduce sustainable, environmentally-friendly

practices into their facilities.”

1 Adobe press release [accessed 3 August, 2007] www.adobe.com.


25. CONGRATS ON THAT: COMPLIMENTING A FORMER BUSINESS ACQUAINTANCE FOR NATIONAL RECOGNITION

Organize the message using the direct approach, and adopt a personal tone as you offer sincere congratulations on the recipient’s recent honors. Since it’s been several years since the two of you have been in contact, briefly mention a detail or two to help her remember who you are.

October 5, 2006

Indra NooyiCEOPepsiCo, Inc.700 Anderson Hill RoadPurchase, NY 10577

Dear Indra,

Congratulations on your recent promotion to CEO of PepsiCo and on being named Fortune magazine’s most powerful woman in American business.

I enjoyed working with you during your company’s merger with Quaker Oats (my former employer) back in 2001, and I’ve followed your progress since then with much interest. You and I spoke often about how growth and change are inseparable, and I admire your ongoing achievements in helping PepsiCo adapt to meet consumers’ needs.

These are both well-deserved honors, and I wish you continued success in your new role at PepsiCo.

Sincerely,

Morgan Crane

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26. OUR SYMPATHY: CONDOLENCE LETTER TO AN AETNA UNDERWRITER

Begin with a sincere expression of feelings about the sudden, disturbing fact of Rosalia’s death. Mention her positive qualities and the fact that she will be missed—but don’t dwell on the situation. Use the middle paragraph to turn the letter to more positive matters by encouraging Hector and offering the group’s support. Your closing offer of a helpful change in working hours completes the upswing begun in the second paragraph. Under the circumstances, no one can write an “upbeat” letter, but you can offer strong, positive support.

AETNA HEALTH PLANS201 N. Civic Dr. Suite 300Walnut Creek, CA 94596

510-977-3232 Fax 510-977-0793 www.aetna.com

November 17, 2008

Mr. Hector Almeida47 West Ave. #10Walnut Creek, CA 94596

Dear Hector:

We were all shocked and sorry to hear the news of your wife’s death. We know Rosalia was a fine woman and will be deeply missed by many people, especially her family.

Hector, we also know that you, above all, have the strength and tenacity to pull through this trying time. Our thoughts are with you—and if you need to talk to a friend, you know where to find us.

Also, if you’d like to shift your schedule up an hour when you return to work (so you’ll have more time to spend with Lisa after school), just let me know.

Best wishes from your friends at Aetna,

Georgina ShanleyChief Administrator

(Names and signatures of underwriting department members)


My pagesETHICAL DILEMMA: If responding bothers your conscience, how should you reply?

You have recently taken a job with a leading accounting firm—which just happens to be the archrival of the accounting firm where you used to work. As you’re sitting in your office one bright afternoon, Jack McDougal, the man who recruited you, sticks his head in your door.

“We’re about to gear up for the college recruiting season. I’d like your advice. As you know, we compete for job candidates with the folks at your old firm. What’s our best bet for beating them? Do they have any weaknesses we can exploit? What tactics do they use that we should be using? Who are their best interviewers? What kinds of questions do they ask? What promises does the firm make to lure new employees? What do you think starting salary offers will be this year?”

McDougal notices your look of hesitation. He quickly adds, “I don’t expect you to answer me right now, but in the next couple of days, why don’t you jot down some ideas in a short memo. I’d really like your help on this. Recruiting is one of the most important things we do here.”

Should you write the memo, and if so, what should you include?