ch 7 instructor version

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cover art, EBC 8e

Multimedia Instructor Version© 2010 Thomson South-Western

CHAPTER 7CHAPTER 7

Negative Negative MessagesMessages

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 7, Slide 3

Goals in Communicating Goals in Communicating Bad NewsBad 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.


Preventing Legal ProblemsPreventing Legal Problems

Defamation—false published statement that harms an individual's reputation

Libel—written defamation Slander—spoken defamation

Examples: deadbeat, crook, quack

Avoid abusive language.



Avoid potentially damaging or easily misinterpreted statements.

Example: The factory floor is too dangerous for visitors on field trips.

Avoid careless language.


Your business messages must represent the views of the organization.

Be careful about revealing company information, even in a personal blog.

Remember that you represent your organization.



Disappointment Irritation Anger

Common Reactions to Common Reactions to Negative InformationNegative Information

Goods cannot be delivered as promised

Product failure Credit refusal Billing error


You Can Usually Diminish You Can Usually Diminish Negative Feelings ifNegative Feelings if

The reader knows the reasons for the rejection

The bad news is revealed with sensitivity

Disappointment Irritation Anger


Buffer Reasons BadNews Closing

The Indirect StrategyThe Indirect Strategy

Using the indirect strategy to communicate bad news appeals torelationship-oriented writers who care about how a message will affect its receiver.


Buffer Reasons Bad News Closing

The Indirect StrategyThe Indirect Strategy

The indirect strategyallows you to prepare the reader before delivering the bad news, thus softening the impact of the bad news.


Possible Buffers for OpeningPossible Buffers for OpeningBad-News MessagesBad-News Messages

Facts Understanding Apology

Reasons Bad News Closing

Best news Compliment Appreciation Agreement

Buffer


Quick Check

How effective are the following openings for a letter that refuses to grant credit?

Reveals the bad news bluntly.

Sounds phony and canned.

Unfortunately, your application for credit has been reviewed negatively.

We sincerely regret that we must deny your credit application.

Evaluating Buffer StatementsEvaluating Buffer Statements


Gives the wrong impression.

We are delighted to receive your application for credit.

The recent resurgence of interest in the stock market caught many of us by surprise.

Is not relevant.

How effective are the following openings for a letter that refuses to grant credit?



How effective are the following openings for a letter that refuses a request for a donation?

Fails to engage the reader.

Compliments reader and implies approval.

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.



Presenting the ReasonsPresenting the Reasons

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.

Buffer BadNews ClosingReasons

Chapter 7, Slide 16Mary Ellen Guffey, Essentials of Business Communication, 8e

To reveal the bad news with sensitivity, apply the following techniques for

Cushioning Bad News:

Buffer Reasons ClosingBadNews


Use thepassivevoice.

Suggesta compromise

or an alternative.

Implythe

refusal.

Be clearbut not

overly graphic.

Place thebad news

in a subordinateclause.

Use along

sentence.

Avoidthe

spotlight.

Techniques forTechniques forCushioningCushioningBad NewsBad News


Use a long sentence. Don’t put the bad news in a short, simple sentence.

Avoid the spotlight. Put the bad news in the middle of a paragraph halfway through the message.

Cushioning the Bad NewsCushioning 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.


Be clear but not overly graphic.

Instead of this

Our investigation reveals that you owe three creditors large sums and that you were fired from your last job.

Try thisOur investigation reveals that your employment status and your financial position are unstable at this time.



Imply the refusal.

Instead of thisWe cannot contribute to your charity this year.

Try thisAlthough all our profits must be reinvested in our company this year, we hope to be able to support your future fund-raising activities.



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.




Consider using passive voice verbs.

Instead of this We cannot make a contribution at this time.

Try this A contribution cannot be made at this time.

Passive-voice verbs focus attention on actions rather than on personalities. They are useful in being tactful.


Active voiceI cannot allow you to return the DVD player because . . . .

Passive voiceReturn 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.


Consider using passive voice verbs.


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.



Quick Check

Convert the following statements from active to passive voice.

A cash contribution cannot be made this year because of unusually high expenses.

I am unable to make a cash contribution this year because of unusually high expenses.

We cannot process your application this month.

Your application cannot be processed this month.


Our products are sold only through franchised retailers.

We sell our products only through franchised retailers.

Mark made a programming error that delayed our project.

A programming error was made that delayed our project.

Convert the following statements from active to passive voice.


Closing Bad-News MessagesClosing Bad-News Messages

Avoid endings that sound canned, insincere, inappropriate, or self-serving. Try to personalize the closing with


Freebies Resale or sales

promotion

A forward look An alternative to the

refusal Good wishes


Writing Plan for Refusing Writing Plan for Refusing Routine Requests or ClaimsRoutine Requests or Claims

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.

Reasons Bad News ClosingBuffer


Present valid reasons for the refusal, avoiding words that create a negative tone.

Include resale or sales promotion, if appropriate.

Buffer Bad News ClosingReasons



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.




Renew good feelings with a positive statement.

Look forward to continued business. Avoid referring to the bad news.




Examine This EffectiveExamine This EffectiveRefusal of Request for Cash Refund Refusal of Request for Cash Refund

Adobe Acrobat 7.0 DocumentOpen letter

by clicking icon at right.


Controlling Damage With Controlling Damage With Disappointed CustomersDisappointed 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


Follow with a letter that Documents details discussed in the

phone call Promotes goodwill

Click icon to viewletter illustrating a bad-

news follow-up message.

Adobe Acrobat 7.0 Document

Controlling Damage With Controlling Damage With Disappointed CustomersDisappointed Customers


Refusing CreditRefusing 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


Delivering Bad News PersonallyDelivering 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.


Writing Plan for Breaking Writing Plan for Breaking Bad News to EmployeesBad News to Employees

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.

Reasons BadNews ClosingBuffer



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 BadNews ClosingReasons



Position the bad news so that it does not stand out.

Be positive but don’t sugarcoat it. Use objective language.



Provide information about an alternative, if one exists.

If appropriate, describe what will happen next.

Look forward positively.

Buffer Reasons Bad News Closing



Bad News: BuyCostumes

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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.