3.8 Direct Approach External Communication
As with internal communication, the direct approach is suitable for external communication (sent via hardcopy letter before the digital age) if the audience expects such types of communication from you or if the audience will react favorably or neutrally to the content of the communication.
Types of “letters” include requests for action, appreciation letters, order requests, routine claims adjustments, and personalized form letters. In today’s digital world, such “letters” are often sent via email.
In 3.3, the various salutations and and sign-offs for internal and external email were differentiated. To give an external email a more formal context, use salutations and sign-offs recommended for external use.
Direct Approach for External Email
When conducting an audience analysis for an external email, pay particular attention to what should be included in the details section. Information that is relevant and appropriate for an internal audience may not be so for an external audience.
The guidelines for conducting an audience analysis and the general steps for writing a direct approach internal email explained in 3.3 and 3.4 can be followed to write an external email; however, remember to modify the salutations and sign-offs.
Examples
Below are two examples of direct approach external communication.
Example A is a correspondence that requests information. Example A(1) is constructed as a letter. Example A(2) is constructed as an email.
Example B is a correspondence that provides the requested information. Example B(1) is constructed as a letter. Example B(2) is constructed as an email.
Example A(1) – Information request in letter format
Example A(2) – Information request in email format
Example B(1) – Information response in letter format
Example B(2) – Information response in email format