Chapter 8

Maintaining
Goodwill in
Bad-News
Messages

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 Chapter Overview

Why Indirect Order?

The General Indirect Plan
Adaptations of the General Plan to Specific
Situations
Refused Requests
Claim Messages
Adjustment Refusals
Negative Announcements

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 Why Indirect Order?

Bad news is received more positively when

preceded by explanation. Why?
Bad news can be shocking. Preparatory words ease
the reader into the news.
Hearing the (good) reasons first prepares the
reader for interpreting the bad news correctly.
Even if the reader expects bad news, the effort to
spare his/her feelings is appreciated and can help
convince the reader of the writers position.

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 The General Indirect Plan
Begin with a strategic buffer.
Set up your strategy.
Acknowledge any preceding messages.
Set up the negative news.
Present the bad news positively.
Offer an alternative solution.
End with goodwill, specifically adapted.

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 When to Make an Apology
If you or your company is at fault . . .
an apology, linked with a plan of action, can help
to restore goodwill.
Make the apology early in the message and then
move on.
If you are not directly at fault . . .
an apology can make you appear in the wrong.
Apologies can have legal implications.

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 Refused Requests
Preliminary considerations:
The news is bad
The reader wants something; you must refuse
Your goals:
say no
maintain goodwill
The first goal is easy; the second requires tact
You must present reasons that will convince

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 Indirect Plan for a Refusal

Begin with words that identify the subject, are

neutral, and set up the message.
Present reasons using positive language and you-
viewpoint.
Refuse clearly and positively, embedding where
possible to de-emphasize the negative.
Include a counterproposal or compromise when
appropriate.
End with an adapted goodwill comment.
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 Indirect Claims
Preliminary considerations:
You believe that you deserve an adjustment.
The fault lies with the reader.
The goal is to present your request convincingly
without blaming the reader.
Thus, you must think through the situation to
develop a strategy that will persuade but not offend.
You must choose your tone accordingly.

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 Indirect Plan for Claim Messages

Begin with words that introduce the problem but do

not anger the reader.
Describe the problem clearly.
Make the account factual, not emotional.
Make clear what kinds of damage or problems were
caused.
Lead systematically to the adjustment request.
End with words that leave the door open for future
relations with the reader.
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 Adjustment Refusals
Preliminary considerations:
The decision has been made to refuse an unjustified
claim.
The news is bad.
The goal is to present the bad news in a positive way.
Thus, you must think through the situation to develop
a strategy to explain or justify the decision.

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 Indirect Plan for Adjustment Refusals

Begin with words that are on subject, neutral,

and that set up the message
Present the strategy that will explain or
justify.
Make it factual and positive.
Lead systematically to the refusal.
Then refuse clearly and positively.
End with off-subject, friendly words.
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 Negative Announcements
Presentations of bad news to customers or
employees . . .
generally follow the indirect pattern especially if
news is very disappointing.
Thus, they follow the strategies previously
reviewed.

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 Indirect Plan for Negative Announcements

Start with a buffer that sets up the explanation

of the bad news.
Present the justification.
Cover the bad news positively but clearly.
Help resolve any problem the bad news creates.
End with forward-looking, friendly words.

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 Direct Negative Announcements
A direct plan is justified when the bad news
is expected.
is insignificant.
may have positive possibilities.

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 Good Advice for Bad News
When a man sends you an impudent
letter, sit right down and give it back to
him with interest ten times compounded,
and then throw both letters in the
wastebasket.
-- Elbert Hubbard
American Writer,
Publisher, and Philosopher

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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-15