Positive, Negative, and Persuasive Messages

All business messages fit across two broad categories with an overlapping third category. There are communications where the receiver is expected to have a positive or neutral reaction, and there are communications where the receivers may have a negative reaction. The image of the continuum below is focused on the audience’s reaction to a message.

positive messages

Positive messages include messages where the audience is expected to react in a neutral to positive manner.

Positive messages tend to consist of routine or good news. These messages might be items such as congratulations, confirmations, directions, simple requests, or approvals. Also included in this category might be denials that are somewhat routine or expected. This could be something like a printer being unavailable because of a repair that inconveniences employees but in a minor way. As strange as this sounds, sympathy messages are in this category as well. Sympathy messages are routine since they will not be a surprise to the receiver.

Consider the message to be a positive message structure when:

• The receiver likes or expects this news (product shipped on time)
• The receiver needs little education or background to understand the news (travel arrangements for the conference)
• The receiver considers the message routine, even if not completely positive (parking lot closed for three days for re-surfacing)

negative messages

Negative messages include messages where the audience is expected to react in a negative manner.

In negative messages, the sender’s goal is to convey bad news in a manner that preserves the business relationship. While the sender must deliver bad news, the sender also wants to avoid unwanted results such as a valued employee quitting or an existing customer switching to another supplier. Negative messages might be about subjects such as refusal to provide a refund, cancellation of an event, rejecting a project idea, or denying a promotion.

Consider the message to be a negative communication when:

• The receiver may be displeased (cost for repair is the receiver’s responsibility, not the utility company’s)
• The receiver needs a little persuasion (the new log-on procedure takes longer but is more secure)
• The receiver may be somewhat uncomfortable (a new badging system is underway because employees have been sharing badges)

persuasive messages

Persuasive messages are communications designed to influence the attitudes, beliefs, or actions of others.

With this category, the audience is expected to need encouragement in order to act as the sender desires. In some cases, the receiver is more like a positive audience. For example, when you’re asking for a recommendation letter or when you’re inviting someone to join a client for lunch, the recipient will probably have a neutral or positive reaction to the request even if they don’t ultimately agree. In other cases, the receiver is more like a negative audience. For example, when you’re requesting additional payment as a result of a shared error or when you’re asking for an extension to an impending due date, those requests may be perceived by the recipient as similar to bad news.

Consider the message a persuasive communication when:

• The receiver may be reluctant (please speak to the new employee group)
• The receiver is being asked a favor (please write a recommendation letter)
• The receiver may be invited to something somewhat outside regular duties (please supervise a new book club that will meet on campus after work)