1. Goals in Communicating Bad News Example: Request for Donation from your company
Acceptance
Positive image
Message clarity (to avoid additional correspondence)
Protection (avoid creating legal liability)
Don’t use careless language (plant tour example)
Avoid the “good-guy” syndrome (p. 278)

2. Thinking about Delivering Bad News
How do you do it in your personal life?
What are some techniques you could use to soften the blow of bad news?

3. The Indirect Pattern Prepares the Reader
Bad news is generally easier to accept when broken gradually
Revealing bad news slowly and indirectly shows sensitivity to your reader
By preparing your reader, it softens the impact of the bad news
If you start with the bad news, the reader may toss the letter before getting to the explanation

4. Sometimes we’ll still use the Direct Pattern for Bad News
When the receiver may overlook the bad news (rate increases, etc.)
When the receiver prefers directness
When firmness is necessary (for example, the last of a series of collection letters)
When the bad news is insignificant (see next slide)

5. Example of Not-So-Bad News Where we Should Use the Direct Method
Our meter reader has reported that your shrubs have grown to the point that it is very difficult to read your electric meter clearly and accurately. The shrubs obscure the meter and must be pushed out of the way. This makes the job of the meter reader much more difficult.
Please help us by trimming your shrubs so that we can provide you with consistent and accurate readings. Your cooperation will be greatly appreciated.
Activity 11.1

6. Exercise 10. 1 on page 300 Deciding whether to use the direct vs
Exercise 10.1 on page 300 Deciding whether to use the direct vs. the indirect approach
Please type the answers individually (direct or indirect), and wait to print. Be prepared to explain why you would use the direct or the indirect method.

7. Four-Part Indirect Pattern for Bad News
Buffer
Open with a neutral but meaningful statement that does not mention the bad news
Reasons
Explain the causes of the bad news before disclosing it
Bad News
Reveal the bad news without emphasizing it. Provide an alternative or compromise, if possible
Closing
End with a personalized, forward-looking, pleasant statement. Avoid referring to the bad news

8. Example: Letter denying request to speak
Buffer:
Showing
Appreciation
Reasons: Explain the cause of the bad news without disclosing the bad news
Bad News: Disclose the bad news without emphasizing it. Provide an alternative, if possible
Closing:
End with a personalized, forward-looking, pleasant statement. Avoid referring to the bad news
Thank you for your invitation to speak at your banquet May 5. I am honored to be considered as a speaker by your organization. I am presently working on a new e-marketing book with a June 1 deadline. Therefore, I unfortunately do not have the time to make this presentation. However, I can recommend Anderson B. Andrews as a substitute speaker. He has coauthored some of my books and helps with my research. He is particularly knowledgeable about technology trends, and I think your organization would find him to be an interesting speaker. Thank you again for the honor of asking me to speak at your banquet. Your support and interest in my books is appreciated.

9. Buffering the Opening
The intent of the buffer is to reduce shock or pain.
Examples:
If there is good news and bad news, start with the good news
Begin with a compliment, if appropriate
Give appreciation
Agree with the reader about something
Provide facts
Show understanding
Give an apology, if appropriate
Activity 10.1 – Write an opening statement for each situation. Use buffers for the indirect messages (make assumptions if necessary).

10. Present the bad news without emphasizing it
Use the passive-voice
Example:
We did not hire you for the position.
The position was filled by another applicant.

11. Present the bad news without emphasizing it
Subordinate bad news (put it in a subordinate clause)
Before Example:
Unfortunately, we no longer print a complete catalog. However, we now offer all of our catalog choices at our Web site, which is always current.
After Example:
Although a printed catalog is not offered, we do offer a complete list of all of our current catalog choices at our Web site.
Activities 10.2 and 10.3 on page 301