Transcript GuffeyCh07PPTx

Chapter 7
Negative Messages
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy
© 2013 Cengage Learning ● All Rights Reserved
Possible Negative Messages
To Employees/Potential Employees
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Announcing layoffs, firing people
Turning down job applicants
Reducing benefits, salaries
Changing procedures—with negative effect
2
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 2
Possible Negative Messages
To Customers
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 Denying customer claims
 Increasing prices
 Revealing delivery
or service problems
 Announcing product recalls
2
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 3
More Negative Messages
To Investors
 Revealing poor financial performance
 Disclosing criminal investigations
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To the Community
 Refusing donations
 Explaining environmental
issues (chemical spills, etc.)
What else would you add to this list?
2
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 4
Communicating Bad News: Goals
 Explaining clearly and concisely—to help
receiver understand and accept the bad news
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 Projecting a professional image—to promote
a positive image of yourself and your
organization
 Conveying empathy and sensitivity—to
show respect for the receiver
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 5
Goals in Communicating
Negative News
 Being fair—to show that the decision was
impartial and rational
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 Maintaining friendly relations—to show your
desire to continue relations with the receiver
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 6
The Direct Strategy
Bad
News
Reasons
Closing
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The direct strategy is appropriate
for delivering negative news
in some situations.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 7
When to Use the Direct Strategy
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 Bad news is insignificant
and not damaging
 Receiver may overlook
the bad news
 Organization or receiver
prefers directness
 Firmness is necessary
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 8
Common Reactions to Bad News
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 Delivery delay
 Product recall
 Credit refusal
 Billing error
 Price increase
 Layoffs
 Disappointment
 Irritation
 Anger
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 9
How to Diminish Negative Feelings
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 Let the reader
know the
reasons for
the rejection.
 Reveal the
bad news with
sensitivity.
 Disappointment
 Irritation
 Anger
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 10
The Indirect Strategy
Buffer
Reasons
Bad
News
Closing
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Use the indirect strategy when
you care about how a message
will affect the receiver.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 11
When to Use the Indirect Strategy
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 Bad news is personally
upsetting
 Receiver will have a
hostile reaction
 Customer relations will
be threatened
 Bad news is unexpected
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 12
The Indirect Strategy
Buffer
Reasons
Bad
News
Closing
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The indirect strategy prepares the reader
before receiving the bad news, thus
softening the impact of the bad news.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 13
Possible Buffers
Buffer
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Bad
News
Reasons
Best news
Compliment
Appreciation
Agreement
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Closing
Facts
Understanding
Review
Apology
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 14
How to Apologize Effectively
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 Apologize sincerely.
 Accept responsibility.
 Use good judgment.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 15
Evaluating Buffer Statements
How effective are the following openings for
a letter that refuses a job applicant?
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Unfortunately, your application
for employment cannot be
considered.
Poor: Reveals
the bad news
bluntly.
We sincerely regret that we will
not be able to invite you for an
interview.
Poor: Sounds
phony and
canned.
Quick
Check
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 16
Evaluating Buffer Statements
How effective are the following openings for
a letter that refuses to grant credit?
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We are delighted to receive your Poor: Gives
application for credit.
false hope.
The recent resurgence of
interest in the stock market
caught many of us by surprise.
Poor: Is not
relevant.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 17
Evaluating Buffer Statements
How effective are the following openings
when refusing a request for a donation?
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Your request for a monetary
contribution has been referred to
me for reply.
We appreciate the fine work your
organization is doing to provide
early childhood programs that
meet the needs of parents and
very young children.
Poor: Fails to
engage the
reader.
Effective:
Compliments
reader without
suggesting
approval.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 18
Presenting the Reasons
Buffer
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Reasons
Bad
News
Closing
Explain clearly.
Cite reader or other benefits, if possible.
Explain company policy, if relevant.
Choose positive words.
Show that the matter was treated
seriously and fairly.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 19
Revealing the Bad News
Buffer
Reasons
Bad
News
Closing
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To reveal the bad news with
sensitivity, apply the following
techniques for cushioning the
bad news:
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 20
Cushioning the Bad News
 Avoid the spotlight.
Put the bad news in the middle of a
paragraph halfway through the message.
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 Use a long sentence.
Don’t put the bad news in a short, simple
sentence.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 21
Cushioning the Bad News
 Place the bad news in a subordinate
clause.
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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 & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 22
Cushioning the Bad News
 Be clear but not overly graphic.
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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 financial position
do not meet our
minimum
requirements.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 23
Cushioning the Bad News
 Use passive-voice verbs.
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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.
Try this:
A contribution
cannot be made at
this time.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 24
Converting Active to Passive Voice
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Active Voice:
Passive Voice:
I cannot issue a cash
refund for your return.
A cash refund cannot
be issued for your
return.
We cannot process your
application this month.
Your application cannot
be processed this
month.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 3, Slide 25
Converting Active to Passive Voice
Active Voice:
Passive Voice:
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We sell our products only Our products are sold
through franchised
only through franchised
retailers.
retailers.
Mark made a
programming error that
delayed our project.
A programming error
was made that delayed
our project.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 3, Slide 26
Cushioning the Bad News
 Accentuate the positive.
Describe what you can do instead of
what you cannot do.
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Instead of this:
We cannot ship
your order until
next week.
Try this:
Your order will
ship next week.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 27
Cushioning the Bad News
 Imply the refusal.
Instead of this:
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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 & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 28
Cushioning the Bad News
 Suggest a compromise or an
alternative.
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Although the cashmere sweater cannot be
sold at the incorrectly listed price of $18,
we can allow you to purchase this $218
item for only $118.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 29
Closing Pleasantly
Buffer
Reasons
Bad
News
Closing
Avoid poor endings:
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 Cliché (We apologize for any inconvenience
this may cause.)
 Insincere (We regret this with all our hearts.)
 Inappropriate (We really screwed up.)
 Self-serving (You made us feel so bad.)
Avoid mentioning the refusal again.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 30
Closing Pleasantly
Buffer
Reasons
Bad
News
Closing
Options for personalizing the closing:
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A forward look
An alternative
Good wishes
Freebies
Resale or sales promotion
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 31
Rejecting Requests
 Requests may be for favors, money,
information, or action.
 Favors may come from charities, friends, or
business partners.
© 2013 Cengage Learning ● All Rights Reserved
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 32
Rejecting Requests
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 Use the indirect strategy.
 Begin with a buffer acknowledging
the request.
 Explain why you cannot grant
the request.
 Imply the refusal if possible.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 33
Writing Plan: Rejecting Requests
Buffer
Reasons
Bad
News
Closing
© 2013 Cengage Learning ● All Rights Reserved
Start with a neutral statement on which
both reader and writer can agree:
 Compliment
 Appreciation
 Review of facts
 Apology
Include a key idea or word that acts as a
transition to the reasons.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 34
Writing Plan: Rejecting Requests
Buffer
Reasons
Bad
News
Closing
© 2013 Cengage Learning ● All Rights Reserved
 Present valid reasons for the refusal.
 Avoid words that create a negative
tone.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 35
Writing Plan: Rejecting Requests
Buffer
Reasons
Bad
News
Closing
© 2013 Cengage Learning ● All Rights Reserved
 Position the bad news strategically, using
the passive voice, accentuating the
positive, or implying a refusal.
 Suggest a compromise, alternative, or
substitute, if possible.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 36
Writing Plan: Rejecting Requests
Buffer
Reasons
Bad
News
Closing
© 2013 Cengage Learning ● All Rights Reserved
 Renew good feelings with a positive statement.
 Avoid referring to the bad news.
 Include resale or sales promotion material, if
appropriate.
 Look forward to continued business.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 37
Denying Claims
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 Be careful when refusing emotionally involved
receivers.
 Don’t blame customers, even if they are at
fault.
 Avoid you statements that sound preachy.
 Use neutral, objective
language.
 Offer resale information,
if appropriate.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 38
Refusing Credit
Four goals in conveying credit refusals:
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 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 & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 39
Damage Control With Customers
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 Call the individual involved.
 Describe the problem and apologize.
 Explain the following:
 Why the problem occurred
 What you are doing to resolve the problem
 How you will prevent the problem from
happening again
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 40
Damage Control With Customers
 Follow with a letter that does the following:
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 Documents details discussed
in the phone call
 Promotes goodwill
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 41
Bad News in Organizations
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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 & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 42
Writing Plan: Employee Bad News
Buffer
Reasons
Bad
News
Closing
© 2013 Cengage Learning ● All Rights Reserved
 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 & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 43
Writing Plan: Employee Bad News
Buffer
Reasons
Bad
News
Closing
© 2013 Cengage Learning ● All Rights Reserved
 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 & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 44
Writing Plan: Employee Bad News
Buffer
Reasons
Bad
News
Closing
© 2013 Cengage Learning ● All Rights Reserved
 Position the bad news so that it does not
stand out.
 Be positive but don’t sugarcoat the bad news.
 Use objective language.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 45
Writing Plan: Employee Bad News
Buffer
Reasons
Bad
News
Closing
© 2013 Cengage Learning ● All Rights Reserved
 Provide an alternative, if one exists.
 If appropriate, describe what will happen
next.
 Look forward positively.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 46
“The price of greatness is responsibility.”
--Sir Winston Churchill
© 2013 Cengage Learning ● All Rights Reserved
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 47
END
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy
© 2013 Cengage Learning ● All Rights Reserved