Transcript Mary Ellen Guffey, Essentials of Business Communication

ENG 412
Writing Negative Messages
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 1
1. Refuse routine requests and claims
2. Break bad news to customers
3. Break bad news to employees
Negative
Messages
Which
organization
pattern is better for
delivering bad news?
DIRECT
INDIRECT
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 2
Bad
News
Reasons
Closing
The direct strategy
is appropriate for
delivering bad news
in some situations.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 3
Bad
News
Reasons
Closing
When . . .






The receiver may overlook the bad news.
Organization policy suggests directness.
The receiver prefers directness.
Firmness is necessary.
The bad news is not damaging.
The receiver’s goodwill is not an issue.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 4
Goals in
Communicating Bad News
 Acceptance—try to help receiver understand
and accept the bad news.
 Positive image—promote good image of
yourself and your organization.
 Message clarity—make the message clear
 Goodwill—maintain goodwill
 Minimize—aim to try to reduce future
correspondence on the issue to a minimum
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 5
The indirect strategy
allows you to prepare the reader before
delivering the bad news, thus softening
the impact of the bad news.
Buffer
Reasons
Mary Ellen Guffey, Essentials of Business Communication, 7e
Bad
News
Closing
Chapter 8, Slide 6
Possible Buffers for Opening
Bad-News Messages
Buffer




Reasons
Best news
Compliment
Appreciation
Agreement
Bad
News
Closing
 Facts
 Understanding
 Apology
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 7
Evaluating Buffer Statements
 How effective is the following opening for a
letter that refuses credit?
 Unfortunately, your application for credit has
been reviewed negatively.
(Gives the bad news too directly)
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 8
Evaluating Buffer Statements
 How effective is the following opening for a
letter that refuses credit?
 We are delighted to receive your application for
credit.
(Gives the wrong impression)
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 9
Evaluating Buffer Statements
 How effective is the following opening for a
letter that refuses credit?
 The recent fall in the value of the American
dollar was a surprise to many banking experts.
(Irrelevant)
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 10
Evaluating Buffer Statements
 How effective is the following opening for a
letter that refuses a request for a
donation?
 Your request for a financial contribution has
been referred to me for reply.
(Too impersonal)
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 11
Evaluating Buffer Statements
 How effective is the following opening for a
letter that refuses a request for a
donation?
 We appreciate the fine work that your
organization is doing to meet the needs of
parents and very young children.
(Compliments the reader, but does not suggest approval)
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 12
Presenting the Reasons
Buffer





Reasons
Bad
News
Closing
Be cautious in explaining.
Cite reader benefits, if possible.
Explain company policy, if relevant.
Choose positive words.
Show that the matter was treated seriously and
fairly.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 13
Buffer
Reasons
Bad
News
Closing
To reveal the bad news with
sensitivity, learn these
Seven Techniques for
Deemphasizing Bad News.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 14
Avoid
the
spotlight.
Use the
passive
voice.
Suggest
an
alternative.
Techniques for
Deemphasizing
Bad News
Imply
the
refusal.
Use a
long
sentence.
Place the
bad news
in a subordinate
clause.
Be clear
but not
overly graphic.
MaryMary
EllenEllen
Guffey,
Guffey,
Essentials
Essentials
of Business
of Business
Communication,
Communication,
7e 7e
Chapter1,
8,Slide
Slide 15
Chapter
 Avoid the spotlight. Put the bad news in the
middle of a paragraph halfway through the
message.
 Use a long sentence. Don’t put the bad
news in a short, simple sentence.
 Place the bad news in a subordinate
clause.
Although we have no position for an individual
with your qualifications at this time, we are
pleased that you thought of us when you
started your job search.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 16
 Be clear but not too specific.
Instead of this
Try this
Our investigation
reveals that you owe
three creditors large
sums and that you
were fired from your
last job.
Our investigation
reveals that your
employment status and
your financial position
are unstable at this
time.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 17
 Imply the refusal.
Instead of this
We cannot contribute
to your charity this
year.
Try this
Although all our profits
must be reinvested in
our company this year,
we hope to be able to
support your future
fund-raising activities.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 18
 Suggest an alternative.
Although the cashmere sweater cannot be sold
at the wrongly listed price of $18, we can allow
you to purchase this $218 item for only $118.
 Use the passive voice.
Instead of this
We cannot make a
contribution at this
time.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Try this
A contribution cannot
be made at this time.
Chapter 8, Slide 19
Passive-voice verbs focus attention on
actions rather than on personalities. They are
useful in being tactful.
Active voice
Passive voice
I cannot allow you to
return the DVD player
because . . . .
Return of the DVD
player is not allowed
because . . . .
Ryan checked the
report, but he missed
the error.
The report was
checked, but the error
was missed.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 20
Closing Bad-News Messages
Buffer
Reasons
Bad
News
Closing
Avoid endings that sound
impersonal. Try to use
 A forward look
 Information about
alternative
 Good wishes
Mary Ellen Guffey, Essentials of Business Communication, 7e
 Freebies
 Resale or sales
promotion
Chapter 8, Slide 21
Refusing Routine
Requests and Claims
Breaking
Bad
News
to
Employees
Writing Plans for
Three Negative
Message
Situations
Mary Ellen Guffey, Essentials of Business Communication, 7e
Breaking
Bad
News
to
Customers
Chapter 8, Slide 22
Writing Plan for Refusing
Requests or Claims
Buffer
Reasons
Bad
News
Closing
 Start with a neutral statement on which both
reader and writer can agree, such as a
compliment, an expression of appreciation, a
quick review of the facts, or an apology.
 Try to include a key idea or word that acts as
a transition to the explanation.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 23
Writing Plan for Refusing
Requests or Claims
Buffer
Reasons
Bad
News
Closing
 Present valid reasons for the refusal,
avoiding words that create a negative
tone.
 Include resale or sales promotion, if
appropriate.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 24
Writing Plan for Refusing
Requests or Claims
Buffer
Reasons
Bad
News
Closing
 Make the bad news more acceptable by
positioning it strategically, using the
passive voice, stressing the positive, or
implying a refusal.
 Suggest a compromise or substitute, if
possible.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 25
Writing Plan for Refusing
Requests or Claims
Buffer
Reasons
Bad
News
Closing
 Renew good feelings with a positive
statement.
 Look forward to continued business.
 Avoid referring to the bad news.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 26
Model Refusal Letters
Click icon to view
letter illustrating refusal
of a donation request.
Click icon to view
memo refusing an internal
request before revision.
Click icon to view
revised memo.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 27
Controlling damage with
disappointed customers
Denying claims
Refusing credit
Mary Ellen Guffey, Essentials of Business Communication, 7e
Breaking
Bad
News
to
Customers
Chapter 8, Slide 29
Controlling Damage With
Disappointed Customers
 Call the individual involved.
 Describe the problem and apologize.
 Explain
 Why the problem occurred.
 What you are doing to resolve it.
 How you will prevent the problem from
happening again.
 Look forward to positive future
relations
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 30
Denying Claims
 Don’t blame customers, even if they are at
fault.
 Avoid you statements.
 Use neutral, objective language to explain
why the claim must be refused.
 Consider offering resale information to
rebuild the customer’s
Click icon to view
confidence in your
model letter.
products or organization.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 32
Refusing Routine
Requests and Claims
Breaking
Bad
News
to
Employees
Writing Plans for
Three Negative
Message
Situations
Mary Ellen Guffey, Essentials of Business Communication, 7e
Breaking
Bad
News
to
Customers
Chapter 8, Slide 33
Writing Plan for Breaking
Bad News to Employees
Buffer
Reasons
Bad
News
Closing
 Open with a neutral or positive statement that
transitions to the reasons for the bad news.
 Consider mentioning the best news, a
compliment, appreciation, agreement, or solid
facts.
 Show understanding.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 34
Buffer
Reasons
Bad
News
Closing
 Explain the logic behind the bad news.
 Provide a rational explanation using positive words
and displaying empathy.
 Try to show reader benefits, if possible.
Buffer
Reasons
Bad
News
Closing
 Position the bad news so that it does not stand out.
 Be positive without exaggerating.
 Use objective language.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 8, Slide 35
Buffer
Reasons
Bad
News
Closing
 Provide information about an alternative, if one
exists.
 If appropriate, describe what will happen next.
 Look forward positively.
Click icon to view
before-revision letter
announcing bad news to
employees.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Click icon to view
after-revision letter.
Chapter 8, Slide 36