Transcript Mary Ellen Guffey, Essentials of Business Communication

CHAPTER 7
Negative
Messages
Multimedia Instructor Version
© 2010 Thomson South-Western
Goals in Communicating
Bad News
 Acceptance—strive to help receiver
understand and accept the bad news.
 Positive image—promote good image of
yourself and your organization. Strive to
reduce bad feelings. Convey fairness.
 Message clarity—make the message so
clear that no further correspondence is
necessary.
 Protection—avoid creating legal liability.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 2
Preventing Legal Problems
Avoid abusive language.
 Defamation—false published statement
that harms an individual's reputation
 Libel—written defamation
 Slander—spoken defamation
Examples: deadbeat, crook, quack
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 3
Preventing Legal Problems
Avoid careless language.
Avoid potentially damaging or easily
misinterpreted statements.
Example: The factory floor is too
dangerous for visitors on field trips.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 4
Preventing Legal Problems
Remember that you represent
your organization.
 Your business messages must
represent the views of the
organization.
 Be careful about revealing company
information, even in a personal blog.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 5
Common Reactions to
Negative Information
 Goods cannot
be delivered
as promised
 Product failure
 Credit refusal
 Billing error
Mary Ellen Guffey, Essentials of Business Communication, 8e
 Disappointment
 Irritation
 Anger
Chapter 7, Slide 6
You Can Usually Diminish
Negative Feelings if
 The reader
knows the
reasons for
the rejection
 The bad news
is revealed
with sensitivity
Mary Ellen Guffey, Essentials of Business Communication, 8e
 Disappointment
 Irritation
 Anger
Chapter 7, Slide 7
The Indirect Strategy
Buffer
Bad
Reasons
News
Closing
Using the indirect strategy to
communicate bad news appeals to
relationship-oriented writers
who care about how a message
will affect its receiver.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 8
The Indirect Strategy
Buffer
Bad
Reasons
News
Closing
The indirect strategy
allows you to prepare the reader before
delivering the bad news, thus softening
the impact of the bad news.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 9
Possible Buffers for Opening
Bad-News Messages
Buffer




Bad
Reasons
News
Best news
Compliment
Appreciation
Agreement
Closing
 Facts
 Understanding
 Apology
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 10
Evaluating Buffer Statements
How effective are the following openings
for a letter that refuses to grant credit?
Unfortunately, your application
for credit has been reviewed
negatively.
Quick
Check
Reveals the bad
news bluntly.
We sincerely regret that we must Sounds phony
deny your credit application.
and canned.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 11
Evaluating Buffer Statements
How effective are the following openings
for a letter that refuses to grant credit?
We are delighted to receive your Gives the wrong
application for credit.
impression.
The recent resurgence of
interest in the stock market
caught many of us by surprise.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Is not relevant.
Chapter 7, Slide 12
Evaluating Buffer Statements
How effective are the following openings for a
letter that refuses a request for a donation?
Your request for a monetary
contribution has been referred to
me for reply.
Fails to engage
the reader.
We appreciate the fine work your
organization is doing to provide
early childhood programs that
meet the needs of parents and
very young children.
Compliments
reader and
implies
approval.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 13
Presenting the Reasons
Buffer





Bad
Reasons
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, 8e
Chapter 7, Slide 14
Buffer
Reasons
Bad
News
Closing
To reveal the bad news with
sensitivity, apply the
following techniques for
Cushioning Bad News:
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 15
Avoid
the
spotlight.
Use the
passive
voice.
Suggest
a compromise
or an alternative.
Techniques for
Cushioning
Bad News
Imply
the
refusal.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Use a
long
sentence.
Place the
bad news
in a subordinate
clause.
Be clear
but not
overly graphic.
Chapter 7, Slide 16
Cushioning the Bad News
 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.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 17
Cushioning the Bad News
 Place the bad news in a
subordinate clause.
Although we have no opening 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, 8e
Chapter 7, Slide 18
Cushioning the Bad News
 Be clear but not overly graphic.
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, 8e
Chapter 7, Slide 19
Cushioning the Bad News
 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, 8e
Chapter 7, Slide 20
Cushioning the Bad News
 Suggest a compromise or an
alternative.
Although the cashmere sweater cannot be sold
at the erroneously listed price of $18, we can
allow you to purchase this $218 item for only
$118.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 21
Cushioning the Bad News
 Consider using passive voice verbs.
Passive-voice verbs focus attention on
actions rather than on personalities. They are
useful in being tactful.
Instead of this
We cannot make
a contribution at
this time.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Try this
A contribution
cannot be made
at this time.
Chapter 7, Slide 22
Cushioning the Bad News
 Consider using passive voice verbs.
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, 8e
Chapter 7, Slide 23
Cushioning the Bad News
Notice that passive-voice verb phrases
always include “helper” verbs, such as
is, are, was, were, being, or been.
Examples of “helper” verbs forming
passive voice:
 The report was checked.
 The schedule is being revised.
 Invitations were sent.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 24
Convert the following statements from active
to passive voice.
I am unable to make a
cash contribution this
year because of
unusually high
expenses.
We cannot process
your application this
month.
A cash contribution
cannot be made this year
because of unusually
high expenses.
Quick
Check
Your application cannot
be processed this month.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 25
Convert the following statements from active
to passive voice.
We sell our products
Our products are sold
only through franchised only through franchised
retailers.
retailers.
Mark made a
A programming error was
programming error that made that delayed our
delayed our project.
project.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 26
Closing Bad-News Messages
Buffer
Reasons
Bad
News
Closing
Avoid endings that sound canned, insincere,
inappropriate, or self-serving. Try to personalize
the closing with
 A forward look
 An alternative to the
refusal
 Good wishes
Mary Ellen Guffey, Essentials of Business Communication, 8e
 Freebies
 Resale or sales
promotion
Chapter 7, Slide 27
Writing Plan for Refusing
Routine 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, 8e
Chapter 7, Slide 28
Writing Plan for Refusing
Routine 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, 8e
Chapter 7, Slide 29
Writing Plan for Refusing
Routine Requests or Claims
Buffer
Reasons
Bad
News
Closing
 Soften the blow by positioning the bad
news strategically, using the passive
voice, accentuating the positive, or
implying a refusal.
 Suggest a compromise or substitute, if
possible.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 30
Writing Plan for Refusing
Routine 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, 8e
Chapter 7, Slide 31
Examine This Effective
Refusal of Request for Cash Refund
Open letter
by clicking
icon at right.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 32
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 the
problem
 How you will prevent the problem from
happening again
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 33
Controlling Damage With
Disappointed Customers
 Follow with a letter that
 Documents details discussed in the
phone call
 Promotes goodwill
Click icon to view
letter illustrating a badnews follow-up message.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 34
Refusing Credit
Four goals in conveying credit refusals:
 Avoiding language that causes hard
feelings
 Retaining customers on a cash basis
 Preparing for possible future credit
without raising false expectations
 Avoiding disclosures that could cause a
lawsuit
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 35
Delivering Bad News Personally






Gather all the information.
Prepare and rehearse.
Explain past, present, and future.
Consider taking a partner.
Think about timing.
Be patient with the reaction.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 36
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, 8e
Chapter 7, Slide 37
Writing Plan for Breaking
Bad News to Employees
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.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 38
Writing Plan for Breaking
Bad News to Employees
Buffer
Reasons
Bad
News
Closing
 Position the bad news so that it does
not stand out.
 Be positive but don’t sugarcoat it.
 Use objective language.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 39
Writing Plan for Breaking
Bad News to Employees
Buffer
Reasons
Bad
News
Closing
 Provide information about an alternative,
if one exists.
 If appropriate, describe what will happen
next.
 Look forward positively.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 40
Bad News: BuyCostumes
The BuyCostumes video case study
shows how a young business owner used
a business plan as a road map to become
the world’s largest online costume retailer.
Click to play
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 7, Slide 41
END
Multimedia Instructor Version
© 2010 Thomson South-Western