Negative

Messages

Chapter 6

Chapter 7

Direct Letters
and Goodwill
Messages

Persuasive
Messages

Chapter 8
Negative
Messages

Slide 2

1. Refuse routine requests and claims

2. Break bad news to customers
3. Break bad news to employees
Which
organization
Chapter 8
pattern is better for
delivering bad news?
Negative
Messages

DIRECT
INDIRECT

Slide 3

Bad
News

Reasons

Closing

The direct strategy

is appropriate for
delivering bad news
in some situations.

Slide 4

Bad
News

Reasons

Closing

When . . .

The receiver may overlook the bad news.

Organization policy suggests directness.
The receiver prefers directness.
Firmness is necessary.
The bad news is not damaging.
The receivers goodwill is not an issue.
Slide 5

Bad
News

Reasons

Closing

Using the direct strategy to

communicate bad news appeals to
efficiency-oriented writers
who dont want to waste time with
efforts to soften the effects of bad news.
Slide 6

Common Reactions to
Negative Information
Goods cannot
be delivered
as promised
Product failure
Credit refusal
Billing error

Disappointment
Irritation
Anger

Slide 7

You Can Usually Diminish Negative

Feelings Associated with Bad News if
The reader
knows the
reasons for
the rejection
The bad news
is revealed
with sensitivity

Disappointment
Irritation
Anger

Slide 8

Buffer

Reasons

Bad
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.
Slide 9

Goals in
Communicating Bad News
Acceptancestrive to help receiver
understand and accept the bad news.
Positive imagepromote good image of
yourself and your organization.
Message claritymake the message so
clear that no further correspondence is
necessary.
Protectionavoid creating legal liability.
Slide 10

Preventing Legal Problems

Avoid abusive language.
Defamationfalse published statement
that harms an individual's reputation
Libelwritten defamation
Slanderspoken defamation
Examples: deadbeat, crook, quack
Slide 11

Avoid careless language.

Avoid potentially damaging or easily
misinterpreted statements. Example: The
factory floor is too dangerous for visitors on
field trips.
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.
Slide 12

The indirect strategy

allows you to prepare the reader before
delivering the bad news, thus softening
the impact of the bad news.

Buffer

Reasons

Bad
News

Closing

Slide 13

Possible Buffers for Opening

Bad-News Messages
Buffer

Reasons

Best news
Compliment
Appreciation
Agreement

Bad
News

Closing

Facts
Understanding
Apology

Slide 14

How effective are the following openings

for a letter that refuses to grant credit?
Unfortunately, your application
for credit has been reviewed
negatively.
We are delighted to receive your
application for credit.

Reveals the bad

news bluntly.

The recent resurgence of

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

Is not relevant.

Quick
Gives the wrong
Checkimpression.

Slide 15

How effective are the following openings for

a letter that refuses to grant a request for a
donation?
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.

Fails to engage
the reader.

Quick
Compliments
Checkreader and
doesnt imply
approval.

Slide 16

Presenting the Reasons

Buffer

Reasons

Bad
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.
Slide 17

Buffer

Reasons

Bad
News

Closing

To reveal the bad news with

sensitivity, learn these
Seven Techniques for
Deemphasizing Bad News.

Slide 18

Avoid
Avoid
the
the
spotlight.
spotlight.

Use
Usethe
the
passive
passive
voice.
voice.

Suggest
Suggest
an
an
alternative.
alternative.

Techniques
Techniquesfor
for
Deemphasizing
Deemphasizing
Bad
BadNews
News

Imply
Imply
the
the
refusal.
refusal.

Mary Ellen Guffey, Essentials of Business Communication, 7e

Use
Useaa
long
long
sentence.
sentence.
Place
Placethe
the
bad
badnews
news
ininaasubordinate
subordinate
clause.
clause.

Be
Beclear
clear
but
butnot
not
overly
overlygraphic.
graphic.

Slide 19
Chapter 1, Slide

 Avoid the spotlight. Put the bad news in the

middle of a paragraph halfway through the
message.
Use a long sentence. Dont put the bad
news in a short, simple sentence.

Place the bad news in a subordinate

clause.
Although we have no position for an individual
with your qualifications at this time, we are
pleased that you thought of us when you
started your job search.
Slide 20

 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.

Slide 21

 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.

Slide 22

 Suggest 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.

Use the passive voice.

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

Try this
A contribution cannot
be made at this time.

Slide 23

Passive-voice verbs focus attention on

actions rather than on personalities. They are
useful in being tactful.
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, The report was

but he missed the error. checked, but the error

was missed.
Slide 24

Notice that
passive-voice verb phrases
always include helper verbs.
Review these examples of helper
helper verbs
forming passive voice:
The report was checked.
The schedule is being revised.
Invitations were sent.
Slide 25

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.

Slide 26

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.

Quick
Check

Mark made a
programming error that
delayed our project.

A programming error was

made that delayed our
project.

Slide 27

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
Information about
alternative
Good wishes

Freebies
Resale or sales
promotion

Slide 28

Refusing
RefusingRoutine
Routine
Requests
Requestsand
andClaims
Claims

Breaking
Breaking
Bad
Bad
News
News
to
to
Employees
Employees

Writing Plans for

Three Negative
Message
Situations

Breaking
Breaking
Bad
Bad
News
News
to
to
Customers
Customers

Slide 29

Writing Plan for Refusing

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.
Slide 30

Writing Plan for Refusing

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.

Slide 31

Writing Plan for Refusing

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.
Slide 32

Writing Plan for Refusing

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.

Slide 33

Model Refusal Letters

Click icon to view
letter illustrating refusal
of a donation request.
Click icon to view
memo refusing an internal
request before revision.

Adobe Acrobat
7.0 Document

Adobe Acrobat
7.0 Document

Click icon to view

revised memo.
Adobe Acrobat
7.0 Document

Slide 34

Examine This Effective

Refusal of Request for Cash Refund

Adobe Acrobat
7.0 Document

Open letter
by clicking
icon at right.

Slide 35

Controlling
Controllingdamage
damagewith
with
disappointed
disappointedcustomers
customers
Denying
Denyingclaims
claims
Refusing
Refusingcredit
credit

Breaking
Breaking
Bad
Bad
News
News
to
to
Customers
Customers

Slide 36

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 it.
How you will prevent the problem from
happening again.

Slide 37

 Follow with a letter that

Documents details discussed in the
phone call.
Looks forward to positive future
relations.
Click icon to view
letter illustrating a badnews follow-up message.
Adobe Acrobat
7.0 Document

Slide 38

Denying Claims
Dont blame customers, even if they are at
fault.
Avoid you statements that sound preachy.
Use neutral, objective language to explain
why the claim must be refused.
Consider offering resale information to
rebuild the customers
Click icon to view
confidence in your
model letter.
products or organization.
Adobe Acrobat
7.0 Document

Slide 39

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
Slide 40

Refusing
RefusingRoutine
Routine
Requests
Requestsand
andClaims
Claims

Breaking
Breaking
Bad
Bad
News
News
to
to
Employees
Employees

Writing Plans for

Three Negative
Message
Situations

Breaking
Breaking
Bad
Bad
News
News
to
to
Customers
Customers

Slide 41

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.
Slide 42

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.

Buffer

Reasons

Bad
News

Closing

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

Be positive but dont sugarcoat it.
Use objective language.
Slide 43

Buffer

Reasons

Bad
News

Closing

Provide information about an alternative, if one

exists.
If appropriate, describe what will happen next.
Look forward positively.
Click icon to view
before-revision letter
announcing bad news to
employees.
Adobe Acrobat
7.0 Document

Click icon to view

after-revision letter.
Adobe Acrobat
7.0 Document

Slide 44