Bcpp6e ippt ch10

Business Communication: Process and Product, 6e
Mary Ellen Guffey
Copyright © 2008
Chapter 10Chapter 10
Negative MessagesNegative Messages

Mary Ellen Guffey, Business Communication: Ch. 10, Slide
Negative MessagesNegative Messages
The Indirect
Pattern
Delivering Bad
News Sensitively
Avoiding Legal
Problems
Damage Control
with Customers
Communicating
Bad News: Goals
The 3-x-3 Writing
Process

© Tom Grill / Corbis
Primary Goals
 Make the receiver
understand and accept
the bad news
 Maintain a positive image
of you and your
organization
Goals in Communicating Bad NewsGoals in Communicating Bad News

© Tom Grill / Corbis
Secondary Goals
 Reduce bad feelings
 Convey fairness
 Eliminate future
correspondence
 Avoid creating legal liability
or responsibility for you or
your organization.
Goals in Communicating Bad NewsGoals in Communicating Bad News

The Indirect PatternThe Indirect Pattern
A neutral or positive opening that
does not reveal the bad newsBufferBuffer
An explanation of the causes for the
bad newsReasonsReasons
A clear but understated
announcement of the bad news; may
include alternative or compromise
Bad NewsBad News
A neutral or positive opening that
does not reveal the bad newsClosingClosing

 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.
Applying the Writing ProcessApplying the Writing Process
Prewriting
Analyze
Anticipate
Adapt

 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.
Writing
Research
Organize
Compose

 Put yourself in the receiver’s
shoes.
 Is the message too blunt?
Too subtle? Is it clear?
 Proofread for format,
punctuation, and
correctness.
Revising
Edit
Proofread
Evaluate

Avoiding Three Causes ofAvoiding Three Causes of
Legal ProblemsLegal Problems
Abusive language
Language that harms a
person’s reputation
Defamation
Libel
Slander
Written defamation
Spoken defamation

Careless language
Statements that are potentially damaging
or that could be misinterpreted
Example: The factory is too hazardous
for tour groups.

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.
The good-guy syndrome

 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.

Cautious explanation
Reader or other benefits
Company policy explanation
Positive words
Evidence that matter was
considered fairly and
seriously
Four-Part Strategy for Delivering Bad NewsFour-Part Strategy for Delivering Bad News
Buffer Reasons
Best news
Compliment
Appreciation
Agreement
Facts
Understanding
Apology

Forward look
Information about
alternative
Good wishes
Freebies
Resale
Sales Promotion
Four-Part Strategy for Delivering Bad NewsFour-Part Strategy for Delivering Bad News
Bad News Closing
Embedded placement
Passive voice
Implied refusal
Compromise
Alternative

Techniques for Delivering Bad News SensitivelyTechniques 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.

 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.
Buffering the Opening

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.

 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.
Presenting the Reasons

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…).

 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.
Cushioning the Bad News

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.

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.
Damage Control: Dealing With DisappointedDamage Control: Dealing With Disappointed
CustomersCustomers

““Before”—Ineffective Customer RequestBefore”—Ineffective Customer Request
RefusalRefusal
Dear Ms. Trumbo:
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,
Dear Ms. Trumbo:
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,

Critical Thinking QuestionsCritical 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?

Critical Thinking QuestionsCritical 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.

““After”—Improved Refusal of RequestAfter”—Improved Refusal of Request
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.
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-the-line 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,
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.
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-the-line 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,

BufferBuffer
 Provide some good news (if possible),
praise, appreciation, agreement, or
understanding.
 Discuss facts leading to the reasons
section.
Managing Negative Organization NewsManaging Negative Organization News

 Explain what caused the decision
necessitating the bad news.
 Use objective, nonjudgmental, and
nondiscriminatory language.
 Show empathy and fairness.
ReasonsReasons

 Explain the bad news clearly, but don’t
accentuate it.
 Avoid negative language.
Bad NewsBad News

 End on a positive, friendly note.
 For job refusals, extend good wishes.
ClosingClosing

EndEnd
Mary Ellen Guffey, Business Communication: Process and Product,
6e
Ch. 10, Slide 31

Bcpp6e ippt ch10

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