Transcript Chapter 10 Negative Messages

Chapter 10
Negative Messages
Business Communication: Process and Product, 6e
Mary Ellen Guffey
Copyright © 2008
Negative Messages
Communicating
Bad News: Goals
The Indirect
Pattern
The 3-x-3 Writing
Process
Avoiding Legal
Problems
Delivering Bad
News Sensitively
Damage Control
with Customers
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 2
Goals in Communicating Bad News
Primary Goals
 Make the receiver
understand and accept
the bad news
 Maintain a positive image
of you and your
organization
© Tom Grill / Corbis
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 3
Goals in Communicating Bad News
Secondary Goals
 Reduce bad feelings
 Convey fairness
 Eliminate future
correspondence
 Avoid creating legal liability
or responsibility for you or
your organization.
© Tom Grill / Corbis
Mary Ellen Guffey, Business Communication: Process and Product, 6e
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
Bad News
A clear but understated
announcement of the bad news; may
include alternative or compromise
Closing
A neutral or positive opening that
does not reveal the bad news
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 5
Applying the Writing Process
 Analyze the bad news.
 Anticipate the effect of the
bad news on the receiver.
Prewriting
 If the bad news is serious, use
Analyze
techniques
to
reduce
the
pain.
Anticipate
 If the bad news is minor,
Adapt
announce it directly.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 6
Applying the Writing Process
Writing
Research
Organize
Compose
 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 7
Applying the Writing Process
Revising
Edit
Proofread
Evaluate
 Put yourself in the receiver’s
shoes.
 Is the message too blunt? Too
subtle? Is it clear?
 Proofread for format,
punctuation, and correctness.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 8
Avoiding Three Causes of
Legal Problems
Abusive language
Defamation
Libel
Slander
Language that harms a
person’s reputation
Written defamation
Spoken defamation
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 9
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 10
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, 6e
Ch. 10, Slide 11
Avoiding Three Causes of
Legal Problems
 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, 6e
Ch. 10, Slide 12
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, 6e
Ch. 10, Slide 13
Four-Part Strategy for Delivering Bad News
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, 6e
Ch. 10, Slide 14
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 15
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, 6e
Ch. 10, Slide 16
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 17
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, 6e
Ch. 10, Slide 18
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 19
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, 6e
Ch. 10, Slide 20
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, 6e
Ch. 10, Slide 21
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, 6e
Ch. 10, Slide 22
Dear Ms. Trumbo:
“Before”—Ineffective Customer Request
Refusal
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. 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 apply 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,
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 23
Critical Thinking Questions
1. What is the purpose of the letter?
What goals should the sender have?
2. What prevents this letter from
achieving those goals?
3. What pattern of development
would work best for this letter?
Has it been followed?
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 24
Critical Thinking Questions
4. What idea could be used as a
buffer to open an improved
version of this letter? Write a
buffer.
5. How could the bad news be
subordinated? Write a statement
that subordinates the bad news.
6. What friendly news could be used
in the closing? Write a closing
statement.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 25
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.
“After”—Improved Refusal of Request
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-theline 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,
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 26
Managing Negative Organization News
Buffer

Provide some good news (if possible),
praise, appreciation, agreement, or
understanding.

Discuss facts leading to the reasons
section.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 27
Managing Negative Organization News
Reasons

Explain what caused the decision
necessitating the bad news.

Use objective, nonjudgmental, and
nondiscriminatory language.

Show empathy and fairness.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 28
Managing Negative Organization News
Bad News

Explain the bad news clearly, but don’t
accentuate it.

Avoid negative language.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 29
Managing Negative Organization News
Closing

End on a positive, friendly note.

For job refusals, extend good wishes.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 30
End
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 31