Answer to Question 1
Two organizational patterns provide plans of action for typical business messages: the direct pattern and the indirect pattern. The primary difference between the two patterns is where the main idea is placed. In the direct pattern, the main idea comes first, followed by details, explanation, or evidence. In the indirect pattern, the main idea follows the details, explanation, and evidence. The pattern you select is determined by how you expect the audience to react to the message.
When you expect the reader to be pleased, mildly interested, or, at worst, neutral, use the direct pattern. Typical business messages that follow the direct pattern include routine requests and responses, orders and acknowledgments, nonsensitive memos, e-mail messages, informational reports, and informational oral presentations.
This direct pattern has at least three advantages:
Saves the reader's time. Many of today's businesspeople can devote only a few moments to each message. Messages that take too long to get to the point may lose their readers along the way.
Sets a proper frame of mind. Learning the purpose up front helps the reader put the subsequent details and explanations in perspective. Without a clear opening, the reader may be thinking, Why am I being told this?
Reduces frustration. Readers forced to struggle through excessive verbiage before reaching the main idea become frustrated. They resent the writer. Poorly organized messages create a negative impression of the writer.
When you expect the audience to be uninterested, unwilling, displeased, or perhaps even hostile, the indirect pattern is more appropriate. This approach works well with three kinds of messages: (1 ) bad news, (2 ) ideas that require persuasion, and (3 ) sensitive news, especially when being transmitted to superiors. Typical business messages that could be developed indirectly include letters and memos that refuse requests, deny claims, and disapprove credit. Persuasive requests, sales letters, sensitive messages, and some reports and oral presentations also benefit from the indirect strategy.
The indirect pattern has three advantages:
Respects the feelings of the audience. Bad news is always painful, but the trauma can be lessened when the receiver is prepared for it.
Facilitates a fair hearing. Messages that may upset the reader are more likely to be read when the main idea is delayed. Beginning immediately with a piece of bad news or a persuasive request may cause the receiver to stop reading or listening.
Minimizes a negative reaction. A reader's overall reaction to a negative message is generally improved if the news is delivered gently.
Answer to Question 2
Managers prepare internal proposals to justify or recommend purchases or changes in the company; for instance, installing a new computer system, introducing telecommuting or other flexible work schedules, or reorganizing the company into work groups.
An external proposal is a written description of how one organization can meet the needs of another by, for example, providing products or services. Written to generate business, external proposals are a critical part of the successful operation of many companies.
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