CHAPTER 2

Routine Communication

Much of the communication you are called upon to write in public relations will entail delivering routine messages such as requests for information or action, replies to customers, and explanations of events or systems. Goodwill messages—used to build relationships and extend warmth—are also a common type of routine message.

Routine messages are considered positive in situations when the reader will be pleased, interested, or feel neutral about the message. For example, if you were writing to a customer to confirm a meeting date, the recipient would likely be pleased or at the very least feel neutral about the message. Similarly, if you were writing to congratulate a colleague about a promotion, the reader’s reaction ...

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