Chapter 11 Negative Messages Negative Messages Communicating Bad
Chapter 11 Negative Messages
Negative Messages Communicating Bad News: Goals The Indirect Pattern Avoiding Legal Problems Delivering Bad News Sensitively Damage Control with Customers Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 2
Goals in Communicating Bad News Primary Goals § Make the receiver understand accept the bad news § Maintain a positive image of you and your organization © Tom Grill / Corbis Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 3
Goals in Communicating Bad News Secondary Goals © Tom Grill / Corbis § Reduce bad feelings § Convey fairness § Make the message so clear that additional correspondence is unnecessary § Avoid creating legal liability or responsibility for your organization. Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 4
The Indirect Pattern Buffer A neutral or positive opening that does not reveal the bad news Reasons An explanation of the causes for the bad news – the most important part! A clear but understated announcement of the bad news; may include alternative or compromise A personalizing, forward-looking, pleasant statement Bad News Closing Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 5
Applying the Writing Process § 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. Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 6
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, 6 e Ch. 10, Slide 7
Applying the Writing Process § Put yourself in the receiver’s shoes. § Is the message too blunt? Too subtle? Is it clear? § Proofread format, punctuation, and correctness. Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 8
Avoiding Three Causes of Legal Problems Mary Ellen Guffey, Business Communication: Process and Product, 5 e Ch. 11, Slide 9
Avoiding Three Causes of Legal Problems Abusive language Defamation Language that harms a person’s reputation Libel Written defamation Slander Spoken defamation Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 10
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, 6 e Ch. 10, Slide 11
Avoiding Three Causes of Legal Problems The good-guy syndrome 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. Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 12
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, 6 e Ch. 10, Slide 13
The Indirect Pattern Buffer Mary Ellen Guffey, Business Communication: Process and Product, 5 e Ch. 11, Slide 14
The Indirect Pattern Buffer Reasons Mary Ellen Guffey, Business Communication: Process and Product, 5 e Ch. 11, Slide 15
The Indirect Pattern Buffer Reasons Bad News Mary Ellen Guffey, Business Communication: Process and Product, 5 e Ch. 11, Slide 16
The Indirect Pattern Buffer Reasons Bad News Close Mary Ellen Guffey, Business Communication: Process and Product, 5 e Ch. 11, Slide 17
Four-Part Strategy for Delivering Bad News Buffer Best news Compliment Appreciation Agreement Facts Understanding Apology Reasons Cautious explanation Reader or other benefits Company policy explanation Positive words Evidence that matter was considered fairly and seriously Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 18
Four-Part Strategy for Delivering Bad News Embedded placement Passive voice Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 19
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, 5 e 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. This sentence uses the active voice to present the bad news Mary Ellen Guffey, Business Communication: Process and Product, 5 e Ch. 11, Slide 21
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, 5 e Ch. 11, Slide 22
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, 5 e Ch. 11, Slide 23
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, 5 e Ch. 11, Slide 24
Four-Part Strategy for Delivering Bad News Embedded placement Passive voice Implied refusal Compromise Alternative Closing Forward look Information about alternative Good wishes Freebies Resale Sales Promotion Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 25
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, 6 e Ch. 10, Slide 26
Techniques for Delivering Bad News Sensitively Buffering the Opening § 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. Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 27
Techniques for Delivering Bad News Sensitively Presenting the Reasons § Explain clearly why the request must be denied, without revealing the refusal. § Show your decision benefits the receiver or others, if possible. Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 28
Techniques for Delivering Bad News Sensitively Presenting the Reasons § 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. Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 29
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, 6 e Ch. 10, Slide 30
Techniques for Delivering Bad News Sensitively Cushioning the Bad News § 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. Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 31
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, 6 e Ch. 10, Slide 32
Refusing Routine Requests Mary Ellen Guffey, Business Communication: Process and Product, 5 e Ch. 11, Slide 33
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, 5 e Ch. 11, Slide 34
Reasons § Explain why the request must be denied, without revealing the refusal. § Avoid negativity (unfortunately, impossible). § Show your decision benefits the receiver or others, if possible. Mary Ellen Guffey, Business Communication: Process and Product, 5 e Ch. 11, Slide 35
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, 5 e Ch. 11, Slide 36
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, 5 e Ch. 11, Slide 37
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, 5 e Ch. 11, Slide 38
Sending Bad News to Customers Mary Ellen Guffey, Business Communication: Process and Product, 5 e Ch. 11, Slide 39
Sending Bad News to Customers • Orders • Credit • Claims • Requests • Invitations • Job applicants Mary Ellen Guffey, Business Communication: Process and Product, 5 e Ch. 11, Slide 40
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, 5 e Ch. 11, Slide 41
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, 5 e Ch. 11, Slide 42
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, 5 e Ch. 11, Slide 43
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, 5 e Ch. 11, Slide 44
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, 5 e Ch. 11, Slide 45
Damage Control: Dealing With Disappointed Customers 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. Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 46
Techniques for Refusing Job Applicants § 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.
Managing Negative Organization News Buffer n Provide some good news (if possible), praise, appreciation, agreement, or understanding. n Discuss section. facts leading to the reasons Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 48
Managing Negative Organization News Reasons n Explain what caused the decision necessitating the bad news. n Use objective, nonjudgmental, and nondiscriminatory language. n Show empathy and fairness. Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 49
Managing Negative Organization News Bad News n Explain the bad news clearly, but don’t accentuate it. n Avoid negative language. Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 50
Managing Negative Organization News Closing n End n For on a positive, friendly note. job refusals, extend good wishes. Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 51
End Mary Ellen Guffey, Business Communication: Process and Product, 6 e Ch. 10, Slide 52
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