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Business Communication
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Mary Ellen Guffey & Dana Loewy
Essentials ofBusinessCommunication 9e
© 2013 Cengage Learning ● All Rights Reserved
Chapter 7
Negative Messages
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engage Learning ● A
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Communicating Bad News: Goals
Explaining clearly and concisely—to help receiver understand and accept the bad news
Projecting a professional image—to promote a positive image of yourself and your organization
Conveying empathy and sensitivity—to show respect for the receiver
Being fair—to show that the decision was impartial and rational
Maintaining friendly relations—to show your desire to continue relations with the receiver
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 2
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engage Learning ● A
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eserved
Disappointment Irritation Anger
Common Reactions to Bad News
Delivery delay Product recall Credit refusal Billing error Price increase Layoffs
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 3
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engage Learning ● A
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eserved
How to Diminish Negative Feelings
Let the reader know the reasons for the rejection.
Reveal the bad news with sensitivity.
Disappointment Irritation Anger
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 4
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engage Learning ● A
ll Rights R
eserved
Buffer ReasonsBad
NewsClosing
The Indirect Strategy
Use the indirect strategy when you care about how a message will affect the receiver.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 5
The indirect strategy prepares the reader before receiving the bad news, thus softening the impact of the bad news.
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Bad news is personally upsetting
Receiver will have a hostile reaction
Customer relations will be threatened
Bad news is unexpected
When to Use the Indirect Strategy
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 6
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engage Learning ● A
ll Rights R
eserved
Facts Understanding Review Apology
Reasons Bad
NewsClosing
Best news Compliment Appreciation Agreement
Buffer
Possible Buffers
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 7
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engage Learning ● A
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eserved
Explain clearly. Cite reader or other benefits, if possible. Explain company policy, if relevant. Choose positive words. Show that the matter was treated
seriously and fairly.
Buffer Bad
NewsClosingReasons
Presenting the Reasons
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 8
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engage Learning ● A
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eserved
To reveal the bad news with sensitivity, apply the following techniques for cushioning the bad news:
Buffer Reasons ClosingBadNews
Revealing the Bad News
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 9
Avoid the spotlight. Use a long sentence. Place the bad news in a
subordinate clause. Be clear but not overly
graphic.
Use passive-voice verbs. Accentuate the positive. Imply the refusal. Suggest a compromise
or alternative.
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engage Learning ● A
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Avoid poor endings: Cliché (We apologize for any inconvenience this may cause.) Insincere (We regret this with all our hearts.) Inappropriate (We really screwed up.) Self-serving (You made us feel so bad.)
Options for personalizing the closing
Buffer ReasonsBadNews
Closing
Closing Pleasantly
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 10
A forward look An alternative Good wishes
Freebies Resale or sales
promotion
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engage Learning ● A
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Start with a neutral statement on which both reader and writer can agree:
Include a key idea or word that acts as a transition to the reasons.
Reasons Bad News
ClosingBuffer
Writing Plan: Rejecting Requests
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 11
Compliment Appreciation
Review of facts Apology
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engage Learning ● A
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Present valid reasons for the refusal. Avoid words that create a negative
tone.
Buffer Bad News
ClosingReasons
Writing Plan: Rejecting Requests
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 12
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engage Learning ● A
ll Rights R
eserved
Position the bad news strategically, using the passive voice, accentuating the positive, or implying a refusal.
Suggest a compromise, alternative, or substitute, if possible.
Buffer Reasons ClosingBadNews
Writing Plan: Rejecting Requests
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 13
© 2013 C
engage Learning ● A
ll Rights R
eserved
Renew good feelings with a positive statement. Avoid referring to the bad news. Include resale or sales promotion material, if
appropriate. Look forward to continued business.
Buffer ReasonsBadNews
Closing
Writing Plan: Rejecting Requests
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 14
Mary Ellen Guffey & Dana Loewy
Essentials ofBusinessCommunication 9e
© 2013 Cengage Learning ● All Rights Reserved
END