business communication: process and product, 4e

Negative newsNegative news

Modified by G. Horne from:Guffey, Rhodes, Rogin Business Communication: Process and Product,

Fourth Canadian EditionCopyright © 2005 by Nelson, a division of Thomson Canada Limited

Goals in communicatingGoals in communicatingnegative newsnegative news

• To make the reader understand and accept the negative news

• To promote and maintain a good image of the writer and the writer’s organization

• To make the message so clear that additional correspondence is unnecessary

• To avoid legal liability

BufferBuffer

The indirect patternThe indirect pattern

BufferBuffer

ReasonsReasons


BufferBuffer

ReasonsReasons

Bad NewsBad News


BufferBuffer

ReasonsReasons

Bad NewsBad News

CloseClose


The indirect patternThe 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 that may include an alternative or compromise

The indirect patternThe indirect pattern• Close – a personalizing, forward-

looking, pleasant statement

Avoiding three causes ofAvoiding three causes oflegal problemslegal problems


1. Abusive languageDefamation – use of any language that harms a person’s reputationLibel – written defamationSlander – spoken defamation

2. Careless languageStatements that are potentially damaging or that could be misinterpreted (the factory is too hazardous for tour groups).


3. “Good-guy” syndromeStatements that ease your conscience or make you look good (I thought you were an excellent candidate, but we had to hire . . . ).

Acting cautiouslyActing cautiously• As an agent of an organization, be

sure your views reflect those of your organization.

• Avoid supplying information that could be misused.

• Don’t admit or imply responsibility without checking with legal counsel.

Refusing routine requestsRefusing routine requests

BufferBuffer• Pay a compliment, show appreciation

for past action, or refer to something mutually understood.

• Avoid raising false hopes.• Avoid thanking the receiver for

something you are about to refuse.

ReasonsReasons• Explain why the request must be

denied, without revealing the refusal.• Avoid negativity (unfortunately,

impossible).• Show how your decision benefits the

receiver or others, if possible.

Negative newsNegative news• Moderate the negative news by (1) subordinating it (although we

can’t loan our equipment, we wish you well in . . .).

(2) using the passive voice (office equipment can’t be loaned, but . . .).

(3) embedding it in a long sentence or paragraph.

Negative newsNegative news• Consider implying the refusal, but be

certain it is clear.• Suggest an alternative, if one exists.

CloseClose• Supply more information about an

alternative, if one is offered.• Look forward to future relations.• Offer good wishes and compliments.• Avoid referring to the refusal.

Sending negative newsSending negative newsto customersto customers

BufferBuffer• Express appreciation for the

customer’s patronage or for his or her writing.

• Show agreement on some point, review the facts, or show understanding.

ReasonsReasons• Justify the bad news with objective

reasons (except in credit denials).• Use resale, if appropriate, to restore

the customer’s confidence.• Avoid blaming the customer or

hiding behind company policy.• Look for reader benefits.

Bad newsBad news• State the bad news objectively or

imply it.• Use resale or sales promotion only if

you think doing so will not be offensive.

CloseClose• Suggest an action or an alternative.• Look forward to future business,

offer best wishes, refer to gifts.• Don’t mention the bad news.

Managing negative Managing negative organization newsorganization news

BufferBuffer• Provide some good news (if

possible), praise, appreciation, agreement, or understanding.

• Discuss facts leading to the reasons section.

ReasonsReasons• Explain what caused the decision

necessitating the bad news.• Use objective, nonjudgmental, and

nondiscriminatory language.• Show empathy and fairness.

Negative newsNegative news• Explain the bad news clearly, but

don’t accentuate it.• Avoid negative language.

CloseClose• End on a positive, friendly note.• For job refusals, extend good

wishes.

Ineffective customer Ineffective customer request refusal request refusal

“before” version“before” version

Dear Mr. Waters:Unfortunately, we cannot allow you to apply the lease payments you’ve been making for the past ten months toward the purchase of your Sako 600 copier.Company policy does not allow such conversion. Have you ever wondered why we can offer such low leasing and purchase prices? Obviously, we couldn’t stay in business long if we agreed to proposals such as yours.You’ve had the Sako 600 copier for ten months now, Mr. Waters, and you say you like its versatility and reliability. Perhaps we could interest you in another Sako model – one that’s more within your price range. Do give us a call.Sincerely,

Dear Mr. Waters:Unfortunately, we cannot allow you to apply the lease payments you’ve been making for the past ten months toward the purchase of your Sako 600 copier.Company policy does not allow such conversion. Have you ever wondered why we can offer such low leasing and purchase prices? Obviously, we couldn’t stay in business long if we agreed to proposals such as yours.You’ve had the Sako 600 copier for ten months now, Mr. Waters, and you say you like its versatility and reliability. Perhaps we could interest you in another Sako model – one that’s more within your price range. Do give us a call.Sincerely,

Customer request refusal: “before” version

Critical thinking questionsCritical thinking questions1. 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?

4. What idea could be used as a buffer to open an improved version of this letter?

5. How could the bad news be subordinated?

6. What friendly news could be used in the closing?

Dear Mr. Waters:Unfortunately, we cannot allow you to apply the lease payments you’ve been making for the past ten months toward the purchase of your Sako600 copier.Company policy does not allow such conversion. Have you ever wondered why we can offer such low leasing and purchase prices? Obviously, we couldn’t stay in business long if we agreed to proposals such as yours.You’ve had the Sako 600 copier for ten months now, Mr. Waters, and you say you like its versatility and reliability. Perhaps we could interest you in another Sako model – one that’s more within your price range. Do give us a call.Sincerely,



What is the purpose of the letter?

What goals should the sender have?




What prevents this letter from achieving those goals?




What pattern of development would work best for this letter?

Has it been followed?




How could the bad news be subordinated?




What idea could be used as a buffer to open an improved version of this letter?




What friendly news could be used in the closing?

Improved customer Improved customer request refusal request refusal

“after” version“after” version

Dear Mr. Waters:

We’re happy to learn that you are enjoying the use of the Sako copier you’ve been leasing for the past ten months. Like our many other customers, you have discovered that Sako copiers offer 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 the purchase price, our overall prices would have to be higher. Although lease payments cannot be credited toward purchase price, we can offer you other Sako models

Dear Mr. Waters:

We’re happy to learn that you are enjoying the use of the Sako copier you’ve been leasing for the past ten months. Like our many other customers, you have discovered that Sako copiers offer 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 the purchase price, our overall prices would have to be higher. Although lease payments cannot be credited toward purchase price, we can offer you other Sako models

Customer request refusal: “after” version

that are within your price range. The Sako 400 delivers the same reliability with nearly as many features as the Sako600.

Please let us demonstrate the Sako 400 to your staff in your office, Mr. Waters. Our representative, Tracy Wilson, will call you soon to arrange a time.

Sincerely,

that are within your price range. The Sako 400 delivers the same reliability with nearly as many features as the Sako600.

Please let us demonstrate the Sako 400 to your staff in your office, Mr. Waters. Our representative, Tracy Wilson, will call you soon to arrange a time.

Sincerely,

Customer request refusal: “after” version

Negative News Assignment (in-class) worth 2 percent

You work for the Megablock Corporation, which owns the Bigbuck Centre, a large office building in downtown Vancouver. You have been assigned by your supervisors to inform TidySweep, a building cleaning contractor, that they have been unsuccessful in their bid for a contract to do the building cleaning for a three year period starting in two months from today.

There was a competition between six cleaning contractors, and TidySweep lost out to Cleanco, a large company based in Toronto. All contractors followed the RFP (Request for Proposals) format that you provided. Criteria set out in the RFP were the basis for evaluating proposals.

There are complications: 1) The competition was not solely based upon cost; reputation had something to do with the decision. Also, the management board had their favorite. Their choice was not necessarily the best or the most qualified company. 2) TidySweep is a small local Vancouver company, which is owned by Fred Whimper, the son-in-law of Mr. Megablock, who owns the Megablock Corporation. Mr. Megablock does not know of the decision to award the cleaning contract, but told his managers that he would not interfere with their decisions.

Your job is to write a letter informing Mr. Whimper of the decision made by the management board. Your letter should reflect the principles we discussed regarding negative news letters.

__________________________________________________________________1. Should you use a direct or indirect approach in delivering this bad news? Why? Explain.2. Write the letter’s introduction3. On the back of this page, write the body and conclusion.

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