Here is the case study.

The analysis should consider the following areas and questions (but write your replies in full sentences and coherent paragraphs, not as lists of answers to the questions):

I. Audience

A. Who is the primary and/or secondary audience? Is your audience the decision maker in the situation?

What do they know or need to know (i.e., background information)? What is the essential information?

What do you want to tell them?

What is your relationship with them (e.g., Do you have to establish credibility, or do they already know and respect you as an authority on the topic? How will you establish credibility? Are they your customer or your supplier, etc.?)

What demographic information about your audience may be important in this scenario (age, work experience, educational or cultural background, values, gender, etc.)?

II. Purpose of message (Is it routine or good news, negative news or a persuasive message?)

What is the main purpose of the message? Is there a secondary purpose?

What do you want the reader to do?

What do you want the reader to think?

What is their reaction likely going to be (pro or con) based on the purpose of the message?

III. Approach selection

A. The purpose of the message determines the approach; does yours require a direct or an indirect approach? Why?

B. What is the rationale for your approach selection, based on the factors presented above?

C. How will your approach affect your message? Where will you place the purpose statement?

D. Persuasive messages have their own approach style; you may want to consider offering an incentive to encourage the action you desire.

IV. Other vital or contributing factors or special circumstances

What other factors did you consider as you composed the message? Have you had any experience in a similar situation?

What does the reader have at stake?

What do you (the writer) have at stake?

How will you present the you attitude?

How can you present the message with a positive tone?

5 sign MEMO WRITING SKILLS / PORTFOLIO BUILDER dry nes 9.54. Message Strategies: Negative Performance Lor Reviews [LO-7] Elaine Bridgewater, the former professional er golfer you hired to oversee your golf equipment company's rela- tionship with retailers, knows the business inside and out. As a former touring pro, she has unmatched credibility. She also has seemingly boundless energy, solid technical knowledge, and an engaging personal style. Unfortunately, she hasn't been quite as attentive as she needs to be when it comes to communicating with retailers. You've been getting complaints about voicemail messages gone unanswered for days, confusing emails that require two or three rounds of clarification, and reports that are haphazardly thrown together. As valuable as Bridgewater's other skills are, she's going to cost the company sales if this goes on much longer. The retail channel is vital to your company's survival, and she's the employee most involved in this channel