Chapter 11 Negative Messages

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 2 Negative Messages The Indirect Pattern Delivering Bad News Sensitively Avoiding Legal Problems Damage Control with Customers Communicating Bad News: Goals

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 3 © Tom Grill / Corbis Primary Goals  Make the receiver understand and accept the bad news  Maintain a positive image of you and your organization Goals in Communicating Bad News

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 4 © Tom Grill / Corbis Secondary Goals  Reduce bad feelings  Convey fairness  Make the message so clear that additional correspondence is unnecessary  Avoid creating legal liability or responsibility for you or your organization. Goals in Communicating Bad News

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 5 The Indirect Pattern A neutral or positive opening that does not reveal the bad newsBuffer An explanation of the causes for the bad news – the most important part!Reasons A clear but understated announcement of the bad news; may include alternative or compromise Bad News A personalizing, forward-looking, pleasant statementClosing

Mary Ellen Guffey, Business Communication: Process and Product, 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

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 7 Applying the Writing Process  Gather information and brainstorm for ideas.  Jot down all reasons you have to explain the bad news.  List your strongest reasons first.  Outline the indirect pattern.

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 8  Put yourself in the receiver’s shoes.  Is the message too blunt? Too subtle? Is it clear?  Proofread for format, punctuation, and correctness. Applying the Writing Process

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 9 Avoiding Three Causes of Legal Problems

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 10 Avoiding Three Causes of Legal Problems Abusive language Language that harms a person’s reputation Defamation Libel Slander Written defamation Spoken defamation

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 11 Avoiding Three Causes of Legal Problems Careless language Statements that are potentially damaging or that could be misinterpreted Example: The factory is too hazardous for tour groups.

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 12 Avoiding Three Causes of Legal Problems Dangerous statements that ease your conscience or make you look good (I thought you were an excellent candidate, but we had to hire…). As an agent of the organization, express only views of the organization. The good-guy syndrome

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 13 Acting Cautiously  Use plain paper for your personal views or business.  Avoid supplying information that could be misused.  Don’t admit or imply responsibility without checking with legal counsel.

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 14 Buffer The Indirect Pattern

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 15 Buffer Reasons The Indirect Pattern

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 16 Buffer Reasons Bad News The Indirect Pattern

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 17 Buffer Reasons Bad News Close The Indirect Pattern

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 18 Cautious explanation Reader or other benefits Company policy explanation Positive words Evidence that matter was considered fairly and seriously Four-Part Strategy for Delivering Bad News BufferReasons Best news Compliment Appreciation Agreement Facts Understanding Apology

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 19 Four-Part Strategy for Delivering Bad News Bad News Embedded placement Passive voice

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 20 The Passive Voice  Which of the following sentences uses the passive voice to present the bad news? a.We are unable to interview you for the computer technician position at this time. b.Although we were impressed with your application, we have no positions available at this time. c.Although the computer technician position has been filled, we wish you well in your job search. d.Both b and c above.

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 21 The Passive Voice  Which of the following sentences uses the passive voice to present the bad news? a.We are unable to interview you for the computer technician position at this time. This sentence uses the active voice to present the bad news

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 22 The Passive Voice  Which of the following sentences uses the passive voice to present the bad news? b.Although we were impressed with your application, we have no positions available at this time. This sentence uses the active voice to present the bad news

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 23 The Passive Voice  Which of the following sentences uses the passive voice to present the bad news? c.Although the computer technician position has been filled, we wish you well in your job search. This sentence uses the passive voice to present the bad news

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 24 The Passive Voice  Which of the following sentences uses the passive voice to present the bad news? d.Both b and c above. Only c uses the passive voice to present the bad news

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 25 Forward look Information about alternative Good wishes Freebies Resale Sales Promotion Four-Part Strategy for Delivering Bad News Bad NewsClosing Embedded placement Passive voice Implied refusal Compromise Alternative

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 26 Techniques for Delivering Bad News Sensitively Buffering 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 something mutually understood.

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 27 Techniques for Delivering Bad News Sensitively  Avoid raising false hopes or thanking the receiver for something you are about to refuse.  Consider apologizing if you or your company erred. If you apologize, do so sincerely and take responsibility. Buffering the Opening

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 28 Techniques for Delivering Bad News Sensitively Presenting the Reasons  Explain clearly why the request must be denied, without revealing the refusal.  Show how your decision benefits the receiver or others, if possible.

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 29 Techniques for Delivering Bad News Sensitively  Explain company policy without using it as an excuse.  Choose positive words. Avoid negative words such as cannot, claim, denied, error, failure, unwitting.  Show that the matter was treated seriously and fairly. Presenting the Reasons

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 30 Techniques for Delivering Bad News Sensitively Cushioning the Bad News  Consider positioning the bad news strategically by sandwiching it between other sentences.  Consider subordinating the bad news (although we can’t loan our equipment, we wish you well in…)  Consider using the passive voice (although our equipment can’t be loaned…).

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 31 Techniques for Delivering Bad News Sensitively  Accentuate the positive by describing what you can do, not what you can’t do.  Consider implying the refusal, but be sure it is clear.  Suggest a compromise or an alternative, if available. Cushioning the Bad News

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 32 Techniques for Delivering Bad News Sensitively Closing 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.

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 33 Refusing Routine Requests

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 34 Buffer  Pay a compliment, show appreciation for past action, or refer to something mutually understood.  Avoid raising false hopes.  Avoid thanking the receiver for something you are about to refuse.

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 35 Reasons  Explain why the request must be denied, without revealing the refusal.  Avoid negativity (unfortunately, impossible).  Show how your decision benefits the receiver or others, if possible.

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 36 Bad News  Soften the bad news by (1) subordinating it (although we can’t loan our equipment, we wish you well in...). (2) using the passive voice (office equipment can’t be loaned, but...). (3) embedding it in a long sentence or paragraph.

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 37 Bad News  Consider implying the refusal, but be certain it is clear.  Suggest an alternative, if one exists.

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 38 Close  Supply more information about an alternative, if one is offered.  Look forward to future relations.  Offer good wishes and compliments.  Avoid referring to the refusal.

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 39 Sending Bad News to Customers

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 40 Sending Bad News to Customers Orders Credit Claims Requests Invitations Job applicants

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 41 Buffer  Express appreciation for the customer’s patronage or for his or her writing.  Show agreement on some point, review the facts, or show understanding.

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 42 Reasons  The most important part of a bad-news letter is the section explaining why a negative decision is necessary

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 43 Reasons  Justify the bad news with objective reasons (except in credit denials).  Use resale, if appropriate, to restore the customer’s confidence.  Avoid blaming the customer or hiding behind company policy.  Look for reader benefits.

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 44 Bad News  State the bad news objectively or imply it.  Use resale or sales promotion only if you think doing so will not be offensive.

Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 11, Slide 45 Close  Suggest an action or an alternative.  Look forward to future business, offer best wishes, refer to gifts.  Don’t mention the bad news.

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 46 1.Call the individual involved. 2.Describe the problem and apologize. 3.Explain a.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 With Disappointed Customers

 To avoid being painful to the receiver and, more importantly, to avoid providing extra information that may prove fatal in a lawsuit, keep letters short, general, and tactful. Techniques for Refusing Job Applicants

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 48 Buffer Provide some good news (if possible), praise, appreciation, agreement, or understanding. Discuss facts leading to the reasons section. Managing Negative Organization News

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 49 Explain what caused the decision necessitating the bad news. Use objective, nonjudgmental, and nondiscriminatory language. Show empathy and fairness. Reasons Managing Negative Organization News

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 50 Explain the bad news clearly, but don’t accentuate it. Avoid negative language. Bad News Managing Negative Organization News

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 51 End on a positive, friendly note. For job refusals, extend good wishes. Closing Managing Negative Organization News

End Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 10, Slide 52