1. Maintaining Goodwill in Bad-News Messages
Chapter 8
Maintaining Goodwill in Bad-News Messages
8-1
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2. Indirect Order: When to Use It?
Indirect Order- Some preceding thoughts and explanation before a message is presented.
A bad-news message usually should use indirect order
Bad news is unpleasant. Preparatory words or explanations ease the reader into the news.
Some exceptions may remain depending on the buyer seller relationship.
However we will look at the general cases

3. The General Format: Indirect Order
Begin with a strategic buffer
An opening that identifies the subject of the message
Could be a neutral buffer (simple acknowledging that the previous message was received)
Or a positive buffer (Thanking for being a valued customer)
Set up the negative news
There must be a reason why you are saying ‘no’
Have an explanation so that by the time the negative arrives your reader is already prepared for it.

4. The General Format: Indirect Order
Present the bad news positively.
The bad news is now a logical outcome after the explanation
Try to avoid the use of ‘second person’ when refusing and use ‘first/third person’
‘Since you have broken the seal, state law prohibits from taking returns’ vs. ‘State law prohibits us from taking returns of broken seals’
There are positive ways of saying No (Chapter 4), use them

5. The General Format: Indirect Order
Offer an alternative solution
If there is anything you can do to help- mention it
Taking time to help the reader shows sincerity and goes to build goodwill
End with goodwill, specifically adapted
As for all other messages end with goodwill

6. Different Types of Indirect Orders
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Different Types of Indirect Orders
Indirect Order
Refused Requests
Credit Refusals
Adjustment Refusals
Negative Announcements

7. Refused Requests & Format
The Refusal of a Request is definitely bad news. Your reader has asked for something and you have to say no.
Begin with words that indicate that this is a response to a message, be as neutral as you can.
Present your justification or explanation using positive language
Refuse clearly, using as much of a non-negative tone
Provide alternative solutions if possible
End with goodwill.

8. Credit Refusals & Format
Credit is tied to personal characteristics, such as stability, economic situation and trustworthiness. So, unless skillfully handled, a credit refusal can be viewed as a personal insult.
Begin with words that lead up to the explanation (Such as a Thank you for the request)
Present the explanation
Refuse tactfully
If applicable present alternatives
End with goodwill

9. Adjustment Refusals & Format
These are special type of refused requests. The reader has made a claim for an adjustment/ a refund and the claim is being denied.
Begin with words that are on the subject, neutral, and that set up the message
Present the strategy that explains, put facts and policies
Refuse clearly and as positively as you can
End with friendly and forward looking words

10. Negative Announcements & Format
Occasionally businesses have to provide bad news to customers or employees. (discontinuation of a product, product price increase etc.)
Start with a buffer that sets up the explanation of the bad news.
Cover the bad news as positively but clearly.
Help resolve any problem the bad news creates.
End with forward-looking, friendly words.