4771

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let customers feel that they are in touch – in good times and bad – when business friends show sympathy, when they offer assistance, and when congratulations are due. Some of good-will letters can be considered as social letters, such as invitations, thank-you notes, and letters of congratulations. Others are similar to advertising, such as announcements of openings or changes in store facilities or policies. Still others are simply friendly gestures, such as a note of welcoming a new charge customer or thanking a new customer for her first purchase. Whatever the main purpose for a public relations letter – to establish, maintain or even revive business – all of them must be friendly. Their real purpose is to create a friend for the company.

Sample 7.1

Read, translate and assess layout, style and purpose of the letter.

Pine &White 5050 Massachusetts Avenue

Boston, Massachusetts 02116 1-800-555-1234

June 12, 20____

Ms. Beverly May

150 Glen Terrace

Needham, Massachusetts 02492

Dear Ms. May:

Now that you’ve used your Pine & White credit card for the very first time, we are sure you have seen for yourself the convenience and ease a charge account provides.

So we won’t try to “resell” you on all the benefits you can take advantage of as a new charge customer.

We would simply like to take this time to thank you for making your first charge purchase and assure you that everyone at Pine & White is always ready to serve you. We are looking forward to a long and mutually rewarding association.

Sincerely Yours,

Chr. Popoulos

Christina Popoulos

Customer Relations

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Sample 7.2

Read, translate and assess layout, style and purpose of the letter.

17 June, 20__

Mr. Starros Alexiou

Alexiou Shipping Co.

125 Omonia Square

Athens

Dear Mr. Alexiou,

Looking through our files yesterday, I realized that it is just ten years since we started business together. So I’m really glad to have the opportunity of saying “Thank you for our regular custom.

Your recommendations to our other potential customers have also shown me that you appreciate the service we offer.

We are grateful, and look forward to continuing our long association.

Your sincerely,

J.Bonds

John Bonds

BONDS FORWARDING COMPANY

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8. SOCIAL LETTERS

(INVITATIONS, CONGRATULATIONS)

While such events as openings, demonstrations may be advertised in newspapers or on handbills, guests may be more carefully selected if invitations are sent. Invitations may take the form of a letter or printed card. A formal invitation is written in the third person, and replies also follow the same style. Any written invitation should be answered in writing too, not by phone.

An invitation letter should include the following information:

-The name of the person (organization) sponsoring event

-Exactly who is invited

-What type of event is being held

-The date, address and time of the event

-Directions or a simple map if the location may be difficult to find

-What type of dress is appropriate or preferred

-The phone number and deadline to reply; precede these facts with “RSVP” (French abbreviation for “please let us know if you plan to attend”)

Sample 8.1

Read and translate the following invitation. Assess its content and style.

Mr. Kemmons Wilson

Chairman of the Board of Holiday Inns Inc.

and

Mr. Ben Smith

Chairman of the Board of Hotels United

request the presence of

Mr. and Mrs. Barrington

on the occasion of

the first Thai Holiday Inn and Restaurant at Bangkok Airport (Holiday Inn, Bangkok International Airport)

in the presence of Mr. Frank S. Wile Consul General of the United States of America

On Wednesday, May 2, 20 __

6.30p.m.- 7.30 p.m. Cocktail

7.45p.m. Dinner (Dark suit)

R.S.V.P. Secretary to Ben Smith, 108. Sulom Road, Bangkok

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Sample 8.2

Read and translate the following invitation. Assess its content and style.

THE BROOKDALE CHAMBER OF COMMERCE

Requests the pleasure of your company at a dinner honoring

the honorable Stacy Coughey Wednesday, the third of June at seven of o’clock

the Stardust Room of the Excelsior Hotel

R.S.V.P.

Sample 8.3

Read and translate the following invitation. Assess its content and style.

JACO FILMS, INC.

1120 Avenue of the Americas

New York 10036

January 15, 20__

Dear

In a few weeks, JACO will proudly release its new feature-length film, The Purchase, starring Amanda Theriot in her first appearance in seventeen years.

A special preview showing of The Purchase, for friends of Mr. Theriot and of JACO

Films, will be held on January 19, at 8 P.M., at the Regent Theater on Broadway and 52nd Street.

You are cordially invited to attend this preview. Admission will be by ticket only, which you will find enclosed. Following the film, refreshments will be served.

Sincerely yours

45

Sample 8.4

Read and translate the following invitation. Assess its content and style.

The Chairman and Board of Directors Would be delighted if you could join them For a COCKTAIL EVENING in the Ballroom at the

“Inn on the Park”

Park Lane, W.1

On Friday 30th November 20__ Between 6 p.m. and 9 p.m.

Ellis Limited,

Ellis House, Katharine Street,

Croydon CR9 ILN

R.S.V.P.

Sample 8.5

Read and translate the following invitation. Assess its content and style.

Morgan Stanley & Co.

140 Broadway

New York, N.Y. 10005

August 17, 20__

Dr. Paul Trilling

The Bell Group

10-14 Beauchamp St.

London W1

Dear Dr. Trilling:

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Mr. Mark A. Paul, Managing Director of Morgan & Cie International, and I are planning a small dinner party in honor of John D. de Butts, Chairman of the Board, and John J. Scanlon, executive Vice President and Chief Financial Officer of the American Telephone and Telegraph Company. The dinner will be held at the Ambassador Hotel, Paris, beginning at 7:30 p.m. for 8:00 p.m. on Wednesday, September 12th, and dress will be informal business attire.

We hope that you will be able to join us in this opportunity to meet the senior management of the world’s largest companies. We look forward to seeing you on

Wednesday, September 12th.

With warm regards,

Signature

Robert H.B. Baldwin

Sample 8.6

Read and translate the following invitation. Assess its content and style.

JOHN C. PATTERSONS

Since 1868

Members of the New York Stock Exchange

103 Broadway

New York, N.Y. 10006

June 17, 20___

Mr. Stewart O’Neill

Chairman and President

Far East Telecommunications Corp.

P.O. Box 1090 Manila

Dear Mr. O’Neill:

As you may have heard, we regularly arrange meetings of our clients in the States, in Europe, and in Asia, at which they have the opportunity to listen to a talk held by leaders in commerce, or specialists in a field of science.

47

Knowing of your vast experience in data processing and electronic communications, we are writing to ask you to be our guest speaker at a luncheon to be held in Singapore on September 21. We would be very pleased if could give a talk of about one hour, and be kind enough to answer questions afterwards. It would be useful if you could come to the Hotel Continental at 11 a.m. to settle details of the program, or if you could send us full particulars in writing beforehand.

Sincerely,

Signature

Michael Peterson

Chief Executive Officer

Samples of accepting a formal invitation

Hotel Cathy

Bangkok

28th April, 20___

Mr. and Mrs. J.Barrington thank Mr. Kemmons Wilsn and Mr. Ben Smith for their kind invitation to the inauguration of the Thai Holiday Inn and Restaurant to be held at the Holiday Inn, and will be pleased to attend.

Address

6th March, 20___

Address

Dear Dr. Perry,

Many thanks for your kind invitation to a Reception to be held in Hotel Golden Palace at 7 o’clock on Friday, the 10th of March, 20___.

Yours sincerely,

Phillip R. Ambrose

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Address

14 August, 20___

Address

Dear Jay Magee,

It is with great pleasure that I accept your invitation to a dinner on Thursday the 18th August at 8 p.m. but I am awfully sorry I shall come an hour later as I have to keep a business appointment for that time.

Yours sincerely,

Robert P. Cartano

Samples of declining an invitation letter

The Anglo-Thai Insurance Cmpany

10 Patpong Rad

Bangkok

Thailand

2nd May, 20___

Mr. W.James, Chairman, thanks Mr. Kemmon Wilson and Mr. Ben Smith for their kind invitation to the inauguration of the Thai Holiday Inn and Restaurant to be held at the Holiday Inn, but regrets that he is unable to attend due to a prior engagement.

Address

14 August, 20___

Address

Dear Mr. Rediffer,

I am very thankful to you for your kind invitation to a dinner on Thursday the 18th August at 8 p.m. but I am very sorry I must decline it as I do not feel quite well.

Yours sincerely,

Phillip R. Ambrose

49

Phrases used in invitations and replies

Congratulations

10 Bond Street

London W.1.

5th October, 20__

Dear Charles,

I have just learned that you have been appointed Regional Manager for the Middle East. Looking back on your activities so far, I know that your enthusiasm and experience are the very qualities that are needed for this position. I wish you every success in managing the affairs of the branch.

My colleagues join me in sending you our warmest congratulations.

With kindest regards,

Yours,

R. Wetherby

Randal Wethrby

50

Condolence

CAMBRIDGE ARCHEOLOGICAL MUSEUM

29 December, 20__

Dear Mr. de Vere,

I was deeply distressed to hear of the sudden death of Mr. Arthur Williams who served on your Museum Board for so long. His passing must mean a great loss to your institution and his associates. We, who knew him, have good cause to be grateful to him for his sound judgement and advice that he gave us unreservedly.

My staff join me in covering our sincere sympathy to members of his family.

Yours sincerely,

B. Glover

Bernard Glover

Curator

Museum of Ethnology

Phrases used in congratulations and condolences