9 Negative Messages Business Communication: Process and Product, 8e Mary Ellen Guffey and Dana Loewy Instructor PowerPoint Library, 8e © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Learning Objective 1 Understand the strategies of business communicators in conveying negative news, apply the bad-news writing process, and avoid legal liabilities. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 1

Goals in Conveying Unfavorable News Conveying empathy and sensitivity Projecting a professional image Being fair © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © MelisendeVector.com/Fotolia LO 1 Explaining clearly and completely Maintaining friendly relations

Applying the 3-x-3 Writing Process Phase 1 Analysis, Anticipation, and Adaptation © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Analyze the bad news. Anticipate its effect on the receiver. Announce the bad news directly if the disappoint-ment will be mild. Use techniques to reduce the pain if the bad news is serious. LO 1

Applying the 3-x-3 Writing Process Phase 2 Research, Organization, and Drafting © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Gather information. Brainstorm for ideas. Jot down all reasons you have to explain the bad news. LO 1

Applying the 3-x-3 Writing Process Phase 2 Research, Organization, and Drafting © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Present only the strongest and safest reasons. Include ample explanation of the negative situation. Avoid fixing blame. LO 1

Applying the 3-x-3 Writing Process Phase 3 Revision, Proofreading, and Evaluation © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Read the message carefully to ensure that it says what you intend. Check the wording to be sure you are concise without being abrupt. Read the sentences to see if they sound like conversation and flow smoothly. LO 1

Applying the 3-x-3 Writing Process Phase 3 Revision, Proofreading, and Evaluation © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Make sure the tone is friendly and respectful. Check format, grammar, and mechanics. Evaluate the message: Is it too blunt? Too subtle? Is it clear, but professional? LO 1

Avoiding Legal Liability in Conveying Negative News $%#@! Abusive language Including abusive language on social networking sites such as Facebook and Twitter © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Yury Shchipakin/Fotolia LO 1

Avoiding Legal Liability in Conveying Negative News The factory is too hazardous for tour groups. Careless language Statements that are potentially damaging or subject to misinterpretation © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Ogerepus/Fotolia LO 1

Avoiding Legal Liability in Conveying Negative News I thought you were an excellent candidate, but we had to hire… The good-guy syndrome Dangerous statements that ease your conscience or make you look good © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Ogerepus/Fotolia LO 1

Avoiding Legal Liability in Conveying Negative News Express only the views of your organization when acting as agent of the organization. Use plain paper for your personal matters. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Avoid supplying information that could be misused. Don’t admit or imply responsibility without checking with legal counsel. LO 1

Learning Objective 2 Distinguish between the direct or indirect strategy in conveying unfavorable news. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Analyzing Negative News Strategies Indirect Strategy Direct Strategy © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 2

When to Use the Direct Strategy When the bad news is not damaging. Direct Strategy When receiver may overlook the bad news © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. When the organization or receiver prefers directness LO 2 When firmness is necessary

When to Use the Indirect Strategy When the bad news is personally upsetting When the bad news will provoke a hostile reaction © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. When the bad news threatens the customer relationship LO 2 When the bad news is unexpected

Comparing Strategies for Delivering Negative News Indirect Strategy Direct Strategy Bad News Buffer © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Reasons Reasons LO 2 Bad News Pleasant Close Pleasant Close

Learning Objective 3 Explain the components of effective negative messages, including opening with a buffer, apologizing, showing empathy, presenting the reasons, cushioning the bad news, and closing pleasantly. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

What Is a Buffer? a device to reduce shock or pain a neutral, but meaningful statement that makes the reader continue reading © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. a concise, relevant first paragraph providing a natural transition to the explanation that follows LO 3

Various Buffer Types Compliment Best news Appreciation Agreement © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Understanding Agreement LO 3 BUFFERS Facts

Presenting the Reasons for the Negative News Explain the reasons leading up to the no clearly. Cite reader benefit or benefits to others, if plausible. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia Explain the rationale behind your company’s policy. Choose positive words to keep the reader in a receptive mood. Show fairness and serious intent.

Other Techniques for Cushioning the Bad News Position the bad news strategically. Use the passive voice. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia Highlight the positive, if plausible. LO 3 Imply the refusal. Suggest a compromise or an alternative.

Closing Pleasantly FORWARD LOOK ALTERNA-TIVE GOOD WISHES FREEBIES Anticipate future relations or business. ALTERNA-TIVE Give follow-through advice or offer an alternative, if available. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Ogerepus/Fotolia GOOD WISHES Express sincere feelings, e.g., thank the reader, if applicable. LO 3 FREEBIES Send a coupon, sample, or gift, if available, to restore confidence. RESALE OR SALES PROMOTION Invite the reader to consider your other products or services.

Apologizing Effectively in the Digital Age: The 5Rs RECOGNITION Acknowledge the specific offense. REMORSE Embrace “I apologize” and “I’m sorry.” REPEATING Promise it won’t happen again and mean it. RESTITUTION Explain what exactly you will do about it. RESPONSIBILITY Be personally accountable. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 3

Learning Objective 4 Apply effective techniques for refusing typical requests or claims as well as for bad news with customers in print or online. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Saying No to Typical Requests and Claims Requests for favors, money, information, and action Serious problems with orders © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia Invitations Rate increases and price hikes LO 4 Claims from disappointed customers Credit refusals

“Before” – Ineffective Customer Request Refusal 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 do so. 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 convert 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 model—one that is perhaps closer to your limited budget. Sincerely, © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 4

“After” – Improved Refusal of Request Dear Ms. Trumbo:  We’re happy to learn that you are enjoying the use of the Canon X1000 color copier you’ve been leasing for the past 16 months.  Like our many other customers, Ms. Trumbo, you have discovered that Canon copiers supply remarkable versatility and reliability. One of the reasons we’re 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, © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 4

Dealing With Unhappy Customers in Print and Online © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Yury Shchipakin/Fotolia LO 4 Call or e-mail the individual or reply to his or her online post within 24 hours. Describe the problem and apologize.

Dealing With Unhappy Customers in Print and Online © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Yury Shchipakin/Fotolia Explain the following: LO 4 Why the problem occurred What you are doing to resolve it How you will prevent it from happening again

Dealing With Unhappy Customers in Print and Online © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Yury Shchipakin/Fotolia LO 4 Promote goodwill by following up with a message that documents the phone call or acknowledges the online exchange of posts.

Responding by E-mail and in Hard Copy Written messages are important in these situations: When you cannot reach the customer personally. When you need to establish a record of the incident. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 4 When you wish to confirm follow-up procedures. When you want to promote good relations.

Why Consumers Complain Online Consumers may air their complaints on social networking sites (Facebook, Twitter, Angie’s List, Yelp, and more) rather than calling customer service departments. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Yury Shchipakin/Fotolia, © nattstudio/Fotolia Internet sites such as Complaints.com or Ripoff Report enable customers to quickly share peeves about stores, products, and services. LO 4

Why Consumers Complain Online Customers may receive faster responses to tweets than to customer service calls. Griping in public may help other consumers avoid the same problems. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Yury Shchipakin/Fotolia, © nattstudio/Fotolia Public complaints can improve the complainer’s leverage in solving a problem. LO 4 Sending a 140-character tweet is much easier than writing a complaint e-mail.

Managing Negative News Online What smart businesses do: Recognize social networks as an important communication channel. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Marina Zlochin/Fotolia Become proactive and join the fun. LO 4 Monitor and embrace comments.

Handling Problems With Orders Use the direct strategy if the message has some good-news elements. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © grgroup /Fotolia The indirect strategy may be more appropriate when the message is disappointing. LO 4

Announcing Rate Increases and Price Hikes Explain the reason for the price increase, such as higher material costs or rising taxes. Convey how the increase will add new value or better features, make use more efficient, or make customers’ lives easier. Give (advance) warning of rate increases. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 4

Avoid you statements that sound preachy. Denying Claims Don’t blame customers, even if they are at fault. Adopt the proper tone. Avoid you statements that sound preachy. You should have known that cash refunds are impossible if you had read your contract. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 4

Denying Claims Use neutral, objective language to explain why the claim must be refused. Consider resale information to rebuild the customer’s confidence in your products or organization. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 4

Refusing Credit Avoid language that causes hard feelings. Retain customers on a cash basis. Prepare for possible future credit without raising false expecta-tions. Avoid disclosures that could cause a lawsuit. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 4

Learning Objective 5 Describe and apply effective techniques for delivering bad news within organizations. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Managing Bad News Within Organizations Telling the boss that something went wrong. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc /Fotolia Confronting an employee about poor performance. LO 5 Announcing declining profits, lost contracts, harmful lawsuits, public relations controversies, and changes in policy.

Delivering Bad News in Person Decide whether the negative information is newsworthy: Use the indirect strategy if you know the news will upset the receiver. Leave trivial, noncriminal mistakes and one-time bad behaviors alone. BUT: Report fraudulent travel claims, consistent hostile behavior, or failing projects. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 5

Delivering Bad News to Individuals or Groups Explain past, present, and future. Consider taking a partner. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc /Fotolia Prepare and rehearse Think about timing. LO 5 Gather all the information. Be patient with the reaction.

Delivering Bad News to Employees and the Public Smart organizations involved in a crisis usually communicate the news openly. Managers explain the organization’s side of the story honestly and promptly. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc /Fotolia Morale can be destroyed when employees learn bad news through the grapevine or from media. LO 5 Whenever possible, management may want to deliver bad news personally. Organizations deliver bad news through multiple channels, print and digital.

Saying No to Job Applicants © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc /Fotolia To reduce the receiver’s disappointment, employers use the indirect strategy but keep the reasons intentionally vague. To avoid charges of discrimination or wrongful actions, organizations keep employment rejection messages general, simple, and short. LO 5

END © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc /Fotolia