Chapter 8, Slide 1 Mary Ellen Guffey, Essentials of Business Communication, 7e ENG 412 Writing Negative Messages.

Chapter 8, Slide 1Mary Ellen Guffey, Essentials of Business Communication, 7e

ENG 412

Writing Negative Messages


1. Refuse routine requests and claims

2. Break bad news to customers

3. Break bad news to employees

NegativeMessages

Which organization

pattern is better for delivering bad news?

DIRECT

INDIRECT


The direct strategyis appropriate for

delivering bad newsin some situations.

Reasons Bad

NewsClosing


Reasons Bad

NewsClosing

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 receiver’s goodwill is not an issue.


Goals in Goals in Communicating Bad NewsCommunicating Bad News

Acceptance—try to help receiver understand and accept the bad news.

Positive image—promote good image of yourself and your organization.

Message clarity—make the message clear Goodwill—maintain goodwill Minimize—aim to try to reduce future

correspondence on the issue to a minimum


Buffer Reasons Bad

NewsClosing

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

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

Facts Understanding Apology

Reasons Bad

NewsClosing

Best news Compliment Appreciation Agreement

Buffer


Evaluating Buffer StatementsEvaluating Buffer Statements

How effective is the following opening for a letter that refuses credit?

Unfortunately, your application for credit has been reviewed negatively.

(Gives the bad news too directly)




We are delighted to receive your application for credit.

(Gives the wrong impression)




The recent fall in the value of the American dollar was a surprise to many banking experts.

(Irrelevant)



How effective is the following opening for a letter that refuses a request for a donation?

Your request for a financial contribution has been referred to me for reply.

(Too impersonal)



How effective is the following opening for a letter that refuses a request for a donation?

We appreciate the fine work that your organization is doing to meet the needs of parents and very young children.

(Compliments the reader, but does not suggest approval)


Presenting the ReasonsPresenting the ReasonsPresenting 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 Bad

NewsClosingReasons


To reveal the bad news with sensitivity, learn these

Seven Techniques for Deemphasizing Bad News.

Buffer Reasons Closing Bad

News

Chapter 8, Slide 15Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 1, Slide 15

Use thepassivevoice.

Use thepassivevoice.

Suggestan

alternative.

Suggestan

alternative.

Implythe

refusal.

Implythe

refusal.

Be clearbut not

overly graphic.

Be clearbut not

overly graphic.

Place thebad news

in a subordinateclause.

Place thebad news

in a subordinateclause.

Use along

sentence.

Use along

sentence.

Avoidthe

spotlight.

Avoidthe

spotlight.

Techniques forTechniques forDeemphasizingDeemphasizing

Bad NewsBad News

Techniques forTechniques forDeemphasizingDeemphasizing

Bad NewsBad News

Mary Ellen Guffey, Essentials of Business Communication, 7e


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.

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.


Be clear but not too specific.

Instead of this

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

Try this

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


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.


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.

Suggest an alternative.

Although the cashmere sweater cannot be sold at the wrongly listed price of $18, we can allow you to purchase this $218 item for only $118.


Passive-voice verbsPassive-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.


Closing Bad-News MessagesClosing Bad-News MessagesClosing Bad-News MessagesClosing Bad-News Messages

Avoid endings that sound impersonal. Try to use

Buffer Reasons Bad

NewsClosing

Freebies Resale or sales

promotion

A forward look Information about

alternative Good wishes


BreakingBad

Newsto

Employees

BreakingBad

Newsto

Employees

BreakingBad

Newsto

Customers

BreakingBad

Newsto

Customers

Refusing RoutineRequests and Claims


Writing Plans for Writing Plans for Three Negative Three Negative

Message Message SituationsSituations


Writing Plan for Refusing Writing Plan for Refusing Requests or ClaimsRequests 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

NewsClosingBuffer


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

Include resale or sales promotion, if appropriate.



Buffer Bad

NewsClosingReasons


Make the bad news more acceptable by positioning it strategically, using the passive voice, stressing the positive, or implying a refusal.

Suggest a compromise or substitute, if possible.


News




Renew good feelings with a positive statement.

Look forward to continued business.

Avoid referring to the bad news.

Buffer Reasons Bad

NewsClosing




Model Refusal LettersModel Refusal Letters

Click icon to viewletter illustrating refusalof a donation request.

Click icon to viewmemo refusing an internal

request before revision.

Click icon to viewrevised memo.

Adobe Acrobat 7.0 Document




Controlling damage withControlling damage withdisappointed customersdisappointed customers

Denying claimsDenying claims

Refusing creditRefusing credit

Controlling damage withControlling damage withdisappointed customersdisappointed customers

Denying claimsDenying claims

Refusing creditRefusing credit BreakingBad

Newsto

Customers

BreakingBad

Newsto

Customers


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 it. How you will prevent the problem from

happening again. Look forward to positive future relations


Denying ClaimsDenying Claims

Don’t blame customers, even if they are at fault.

Avoid you statements. Use neutral, objective language to explain

why the claim must be refused. Consider offering resale information to

rebuild the customer’s confidence in your products or organization.

Click icon to viewmodel letter.



BreakingBad

Newsto

Employees

BreakingBad

Newsto

Employees

BreakingBad

Newsto

Customers

BreakingBad

Newsto

Customers



Writing Plans for Writing Plans for Three Negative Three Negative

Message Message SituationsSituations


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

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 Bad

NewsClosingBuffer


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 Bad

NewsClosingReasons

Position the bad news so that it does not stand out. Be positive without exaggerating. Use objective language.


News


Provide information about an alternative, if one exists.

If appropriate, describe what will happen next. Look forward positively.

Buffer Reasons Bad

NewsClosing

Click icon to viewbefore-revision letter

announcing bad news to employees.

Click icon to viewafter-revision letter.



Chapter 8, Slide 1 Mary Ellen Guffey, Essentials of Business Communication, 7e ENG 412 Writing Negative Messages.

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