Chapter 8

Maintaining
Goodwill in
Bad-News
Messages

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9-1
 Indirect Order: When to Use It?
• Indirect Order- Some preceding thoughts and
explanation before a message is presented.
• A bad-news message usually should use indirect
order
• Bad news is unpleasant. Preparatory words or
explanations ease the reader into the news.
• Some exceptions may remain depending on the
buyer seller relationship.
• However we will look at the general cases
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 The General Format: Indirect Order
1. Begin with a strategic buffer
– An opening that identifies the subject of the message
– Could be a neutral buffer (simple acknowledging that the
previous message was received)
– Or a positive buffer (Thanking for being a valued customer)
2. Set up the negative news
– There must be a reason why you are saying ‘no’
– Have an explanation so that by the time the negative
arrives your reader is already prepared for it.

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 The General Format: Indirect Order
3. Present the bad news positively.
– The bad news is now a logical outcome after the
explanation
– Try to avoid the use of ‘second person’ when refusing and
use ‘first/third person’
– ‘Since you have broken the seal, state law prohibits from
taking returns’ vs. ‘State law prohibits us from taking
returns of broken seals’
– There are positive ways of saying No (Chapter 4), use
them
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 The General Format: Indirect Order
4. Offer an alternative solution
– If there is anything you can do to help- mention it
– Taking time to help the reader shows sincerity and
goes to build goodwill
5. End with goodwill, specifically adapted
– As for all other messages end with goodwill

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Click to edit
Different Master
Types title style
of Indirect Orders
• Indirect Order
– Refused Requests
– Credit Refusals
– Adjustment Refusals
– Negative Announcements

9-6
 Refused Requests & Format
The Refusal of a Request is definitely bad news. Your
reader has asked for something and you have to say no.
1. Begin with words that indicate that this is a response to a
message, be as neutral as you can.
2. Present your justification or explanation using positive
language
3. Refuse clearly, using as much of a non-negative tone
4. Provide alternative solutions if possible
5. End with goodwill.

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 Credit Refusals & Format
Credit is tied to personal characteristics, such as stability,
economic situation and trustworthiness. So, unless skillfully
handled, a credit refusal can be viewed as a personal insult.

1.Begin with words that lead up to the explanation (Such as

a Thank you for the request)
2.Present the explanation
3.Refuse tactfully
4.If applicable present alternatives
5.End with goodwill
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 Adjustment Refusals & Format
These are special type of refused requests. The reader
has made a claim for an adjustment/ a refund and the
claim is being denied.
1.Begin with words that are on the subject, neutral, and
that set up the message
2.Present the strategy that explains, put facts and
policies
3.Refuse clearly and as positively as you can
4.End with friendly and forward looking words

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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8-9
 Negative Announcements & Format
Occasionally businesses have to provide bad news
to customers or employees. (discontinuation of a
product, product price increase etc.)
1.Start with a buffer that sets up the explanation of
the bad news.
2.Cover the bad news as positively but clearly.
3.Help resolve any problem the bad news creates.
4.End with forward-looking, friendly words.
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