Negative Messages

Negative Messages
Communicating Bad News: Goals The 3-x-3 Writing Process Delivering Bad News Sensitively The Indirect Pattern Avoiding Legal Problems Damage Control with Customers

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 10, Slide 2

Goals in Communicating Bad News

Primary Goals Make the receiver understand and accept the bad news Maintain a positive image of you and your organization
Ch. 10, Slide 3

Tom Grill / Corbis

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Goals in Communicating Bad News Secondary Goals

Reduce bad feelings Convey fairness Eliminate future correspondence Avoid creating legal liability or responsibility for you or your organization.
Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 4

The Indirect Pattern

Buffer Reasons Bad News
A neutral or positive opening that does not reveal the bad news An explanation of the causes for the bad news A clear but understated announcement of the bad news; may include alternative or compromise

Closing

A neutral or positive closing

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 10, Slide 5

Applying the Writing Process

Prewritin g
Analyze Anticipate Adapt

Analyze the bad news. Anticipate the effect of the bad news on the receiver. If the bad news is serious, use techniques to reduce the pain. If the bad news is minor, announce it directly.
Ch. 10, Slide 6

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Applying the Writing Process

Writing
Research Organize Compose

Gather information and brainstorm for ideas. Jot down all reasons you have to explain the bad news. List your strongest reasons first. Outline the indirect pattern.
Ch. 10, Slide 7

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Applying the Writing Process

Revising
Edit Proofread Evaluate

Put yourself in the receivers shoes. Is the message too blunt? Too subtle? Is it clear? Proofread for format, punctuation, and correctness.
Ch. 10, Slide 8

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Avoiding Three Causes of Legal Problems

Abusive language Defamation Libel Slander
Language that harms a persons reputation
Written defamation Spoken defamation
Ch. 10, Slide 9

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Avoiding Three Causes of Legal Problems

Careless language
Statements that are potentially damaging or that could be misinterpreted Example: The factory is too hazardous for tour groups.
Ch. 10, Slide 10

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Avoiding Three Causes of Legal Problems

The good-guy syndrome
Dangerous statements that ease your conscience or make you look good (I thought you were an excellent candidate, but we had to hire). As an agent of the organization, express only views of the organization.
Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 11

Avoiding Three Causes of Legal Problems

Use plain paper for your personal views or business. Avoid supplying information that could be misused. Dont admit or imply responsibility without checking with legal counsel.
Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 12

Four-Part Strategy for Delivering Bad News

Buffer
Best news Compliment Appreciation Agreement Facts Understanding Apology

Reasons
Cautious explanation Reader or other benefits Company policy explanation Positive words Evidence that matter was considered fairly and seriously
Ch. 10, Slide 13

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Four-Part Strategy for Delivering Bad News

Bad News
Embedded placement Passive voice Implied refusal Compromise Alternative

Closing
Forward look Information about alternative Good wishes Freebies Resale Sales Promotion
Ch. 10, Slide 14

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Techniques for Delivering Bad News Sensitively

Buffering the Opening

Start with the part of the message that

represents the best news. Pay a compliment, show appreciation for a past action, or refer to something mutually understood.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 10, Slide 15

Techniques for Delivering Bad News Sensitively

Buffering the Opening

Avoid raising false hopes or thanking

the receiver for something you are about to refuse. Consider apologizing if you or your company erred. If you apologize, do so sincerely and take responsibility.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 10, Slide 16

Techniques for Delivering Bad News Sensitively

Presenting the Reasons Explain clearly why the request must be denied, without revealing the refusal. Show how your decision benefits the receiver or others, if possible.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 10, Slide 17

Techniques for Delivering Bad News Sensitively

Presenting the Reasons Explain company policy without using it as an excuse. Choose positive words. Avoid negative words such as cannot, claim, denied, error, failure, unwitting. Show that the matter was treated seriously and fairly.
Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 18

Cushioning the Bad News Consider positioning the bad news strategically by sandwiching it between other sentences. Consider subordinating the bad news (although we cant loan our equipment, we wish you well in) Consider using the passive voice (although our equipment cant be loaned).
Mary Ellen Guffey, Business Communication: Process and Product, 6e

Techniques for Delivering Bad News Sensitively

Ch. 10, Slide 19

Cushioning the Bad News

Techniques for Delivering Bad News Sensitively

Accentuate the positive by describing

what you can do, not what you cant do. Consider implying the refusal, but be sure it is clear. Suggest a compromise or an alternative, if available.
Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 20

Closing Pleasantly Look forward to future relations. Supply more information about an alternative, if you have presented one. Offer good wishes, compliments, or freebies (coupons, samples, gifts). Avoid referring to the refusal. Use resale or sales promotion if appropriate.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

Techniques for Delivering Bad News Sensitively

Ch. 10, Slide 21

Damage Control: Dealing With Disappointed Customers

1. Call the individual involved. 2. Describe the problem and apologize. 3. Explain
a. Why the problem occurred b. What you are doing to resolve it c. How you will prevent it from happening again.

4. Follow up with a letter that documents the phone call and promotes goodwill.
Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 22

Dear Ms. Trumbo:

We regret to inform you that we cannot allow you to convert the lease payments you have been making on your Canon X1000 color copier toward its purchase, much as we would love to. We understand that you have been making regular payments for the past 16 months. Our established company policy prohibits such conversion of leasing monies. Perhaps you have noticed that we offer extremely low leasing and purchase prices. Obviously, these low prices would never be possible if we agreed to many proposals such as yours. Because we are striving to stay in business, we cannot agree to your request asking us to apply all 16 months of rental payments toward the purchase of our popular new equipment. It is our understanding, Ms. Trumbo, that you have had the Canon X1000 color copier for 16 months, and you claim that it has been reliable and versatile. We would like to tell you about another Canon modelone that is perhaps closer to your limited budget. Sincerely,
Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 23

BeforeIneffective Customer Request Refusal

Critical Thinking Questions

1.What is the purpose of the letter? What goals should the sender have? 2.What prevents this letter from achieving those goals? 3.What pattern of development would work best for this letter? Has it been followed?

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 10, Slide 24

Critical Thinking Questions

4.What idea could be used as a buffer to open an improved version of this letter? Write a buffer. 5.How could the bad news be subordinated? Write a statement that subordinates the bad news. 6.What friendly news could be used in the closing? Write a closing statement. Mary Ellen Guffey, Business Communication: Process and
Product, 6e

Ch. 10, Slide 25

Dear Ms. Trumbo: Were happy to learn that you are enjoying the use of the Canon X1000 color copier youve been leasing for the past 16 months.

AfterImproved Refusal of Like our many other customers, Ms. Trumbo, you have discovered Request that Canon copiers supply remarkable versatility and reliability. One of
the reasons were able to offer these outstanding copiers at such low leasing rates and equally low purchase prices is that we maintain a slim profit margin. If our program included a provision for applying lease payments toward purchase prices, our overall prices would have to be higher. Although lease payments cannot be credited toward purchase price, we can offer you other Canon models that are within your price range. The Canon 600 delivers the same reliability with nearly as many features as the top-of-the-line Canon X1000. Please let us demonstrate the Canon 600 to your staff in your office, Ms. Trumbo. Our representative, Seth Simmons, will call you during the week of May 5 to arrange an appointment. Sincerely,
Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 26

Managing Negative Organization News

Buffer

Provide some good news (if possible), praise, appreciation, agreement, or understanding. Discuss facts leading to the reasons section.
Ch. 10, Slide 27

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Managing Negative Organization News

Reasons

Explain what caused the decision necessitating the bad news. Use objective, nonjudgmental, and nondiscriminatory language. Show empathy and fairness.
Ch. 10, Slide 28

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Managing Negative Organization News

Bad News

Explain the bad news clearly, but dont accentuate it. Avoid negative language.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 10, Slide 29

Managing Negative Organization News

Closing

End on a positive, friendly note. For job refusals, extend good wishes.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 10, Slide 30

End
Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 31