The good, the bad, the persuasive: strategies for business messages

Abstract

Notes that most business messages can be strategically categorized as either good news messages, bad news messages, or persuasive messages and that from perspectives of receivers of business messages, these messages are viewed as being either something they are pleased to hear (good news), something they are not pleased to hear (bad news), or something urging them to perform some action (persuasive). Points out that, since most business messages fall into three general categories, basic approaches have been developed for preparing each of these categories of messages, suggesting these approaches should be followed by business executives so that their messages will be as effective as possible. Presents and discusses these three basic approaches to effective business messages.

Citation

Wells, B. and Spinks, N. (1996), "The good, the bad, the persuasive: strategies for business messages", Corporate Communications: An International Journal, Vol. 1 No. 3, pp. 22-31. https://doi.org/10.1108/eb059595