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NegativeMessages
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide 2
Negative MessagesThe Indirect
Pattern
Delivering BadNews Sensitively
Avoiding LegalProblems
Damage Controlwith Customers
CommunicatingBad News: Goals
The 3-x-3 WritingProcess
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide 3
Tom Grill / Corbis
Primary Goals
Make the receiver
understand and acceptthe bad news
Maintain a positive
image of you and yourorganization
Goals in
Communicating Bad
News
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide 4
Secondary Goals
Reduce bad feelings
Convey fairness
Eliminate futurecorrespondence
Avoid creating legalliability or responsibilityfor you or
yourorganization.
Goals in
Communicating Bad
News
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide 5
The Indirect PatternA neutral or positive opening thatdoes not
reveal the bad news
Buffer
An explanation of the causes for
the bad newsReasonsA clear but understatedannouncement of the
bad news;may include alternative or
compromise
Bad News
A neutral or positive closingClosing
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide 6
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.
Applying the Writing
Process
Prewriting
Analyze
Anticipate
Adapt
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide 7
Applying the Writing
Process Gather information and
brainstorm for ideas.
Jot down all reasons youhave to explain the badnews.
List your strongest reasonsfirst.
Outline the indirect pattern.
Writing
Research
OrganizeCompose
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide 8
Put yourself in thereceivers shoes.
Is the message too blunt?Too subtle? Is it clear?
Proofread for format,punctuation, andcorrectness.
Revising
Edit
ProofreadEvaluate
Applying the Writing
Process
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide 9
Avoiding ThreeCauses of LegalProblems
Abusive
language Language that harmsa persons reputation
Defamation
Libel
Slander
Written defamation
Spoken defamation
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide10
Avoiding ThreeCauses of LegalProblems
Careless
languageStatements that are potentiallydamaging or that could
bemisinterpreted
Example: The factory is toohazardous for tour groups.
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide11
Avoiding ThreeCauses of LegalProblems
Dangerous statements that ease yourconscience or make you look
good (Ithought you were an excellent candidate,
but we had to hire).As an agent of the organization, expressonly
views of the organization.
The good-guy syndrome
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide12
Avoiding ThreeCauses of LegalProblems
Use plain paper for your personal viewsor business.
Avoid supplying information that could be
misused. Dont admit or implyresponsibility without checking with
legalcounsel.
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide13
Cautious explanation
Reader or other benefits
Company policyexplanation
Positive wordsEvidence that matter was
considered fairly andseriously
Four-Part Strategy for
Delivering Bad News
Buffer Reasons
Best news
Compliment
Appreciation
Agreement
FactsUnderstanding
Apology
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide14
Forward look
Information aboutalternative
Good wishes
Freebies
Resale
Sales Promotion
Four-Part Strategy for
Delivering Bad News
Bad News Closing
Embedded placement
Passive voice
Implied refusal
CompromiseAlternative
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide15
Techniques for Delivering Bad
News SensitivelyBuffering 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 somethingmutually understood.
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide16
Techniques for Delivering Bad
News Sensitively
Avoid raising false hopes or thanking
the receiver for something you areabout to refuse.
Consider apologizing if you or yourcompany erred. If you
apologize, do so
sincerely and take responsibility.
Buffering the Opening
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide17
Techniques for Delivering Bad
News SensitivelyPresenting theReasons Explain clearly why the
request must
be denied, without revealing the
refusal.
Show how your decision benefits thereceiver or others, if
possible.
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide18
Techniques for Delivering Bad
News Sensitively
Explain company policy without usingit as an excuse.
Choose positive words. Avoidnegative words such as cannot,claim,
denied, error, failure, unwitting.
Show that the matter was treatedseriously and fairly.
Presenting theReasons
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Mary Ellen Guffey, Business Communication: Process andProduct,
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Ch. 10, Slide19
Techniques for Delivering Bad
News SensitivelyCushioning 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
beloaned).
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Mary Ellen Guffey, Business Communication: Process andProduct,
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Ch. 10, Slide20
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.
Cushioning the Bad News
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Mary Ellen Guffey, Business Communication: Process andProduct,
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Ch. 10, Slide21
Techniques for Delivering Bad
News SensitivelyClosing 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.
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide22
1. Call the individual involved.
2. Describe the problem and apologize.
3. Explaina. 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.
Damage Control: Dealing WithDisappointed Customers
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide23
BeforeIneffective
Customer Request Refusal
Dear Ms. Trumbo:
We regret to inform you that we cannot allow you to convert the
leasepayments you have been making on your Canon X1000 color
copier
toward its purchase, much as we would love to. We understand
thatyou have been making regular payments for the past 16
months.
Our established company policy prohibits such conversion of
leasingmonies. Perhaps you have noticed that we offer extremely
lowleasing and purchase prices. Obviously, these low prices would
never
be possible if we agreed to many proposals such as yours.
Becausewe are striving to stay in business, we cannot agree to your
requestasking us to apply all 16 months of rental payments toward
thepurchase 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
beenreliable and versatile. We would like to tell you about another
Canonmodelone that is perhaps closer to your limited budget.
Sincerely,
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide24
Critical Thinking Questions
1.What is the purpose of theletter? What goals should thesender
have?
2.What prevents this letter fromachieving those goals?
3.What pattern of developmentwould work best for this letter?Has
it been followed?
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide25
Critical Thinking Questions
4.What idea could be used as abuffer to open an improvedversion
of this letter? Write abuffer.
5.How could the bad news besubordinated? Write astatement that
subordinates the
bad news.6.What friendly news could be
used in the closing? Write a
closing statement.
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide26
AfterImproved Refusal ofRequest
Dear Ms. Trumbo:
Were happy to learn that you are enjoying the use of the
CanonX1000 color copier youve been leasing for the past 16
months.
Like our many other customers, Ms. Trumbo, you have
discoveredthat Canon copiers supply remarkable versatility and
reliability. One ofthe reasons were able to offer these outstanding
copiers at such lowleasing rates and equally low purchase prices is
that we maintain aslim profit margin. If our program included a
provision for applying
lease payments toward purchase prices, our overall prices
wouldhave to be higher. Although lease payments cannot be
creditedtoward purchase price, we can offer you other Canon models
that arewithin your price range. The Canon 600 delivers the same
reliabilitywith 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
duringthe week of May 5 to arrange an appointment.
Sincerely,
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Mary Ellen Guffey, Business Communication: Process andProduct,
6e
Ch. 10, Slide27
Buffer
Provide some good news (if possible),praise, appreciation,
agreement, orunderstanding.
Discuss facts leading to the reasonssection.
Managing Negative
Organization News
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Mary Ellen Guffey, Business Communication: Process andProduct,
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Ch. 10, Slide28
Explain what caused the decisionnecessitating the bad news.
Use objective, nonjudgmental, and
nondiscriminatory language. Show empathy and fairness.
Reasons
Managing Negative
Organization News
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Mary Ellen Guffey, Business Communication: Process andProduct,
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Ch. 10, Slide29
Explain the bad news clearly, but dont
accentuate it.
Avoid negative language.
Bad News
Managing Negative
Organization News
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Mary Ellen Guffey, Business Communication: Process andProduct,
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Ch. 10, Slide30
End on a positive, friendly note.
For job refusals, extend good wishes.
Closing
Managing Negative
Organization News
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End
Mary Ellen Guffey Business Communication: Process and Ch 10
Slide
