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Chapter 7

Negative Messages

Essentials of
Business
Communication 9e

Mary Ellen Guffey & Dana Loewy


© 2013 Cengage Learning ● All Rights Reserved
Possible Negative Messages

To Employees/Potential Employees
 Announcing layoffs, firing people
 Turning down job applicants
 Reducing benefits, salaries
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 Changing procedures—with negative effect

2
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 2
Possible Negative Messages

To Customers
 Denying customer claims
 Increasing prices
 Revealing delivery
or service problems
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 Announcing product recalls

2
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 3
More Negative Messages

To Investors
 Revealing poor financial performance
 Disclosing criminal investigations

To the Community
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 Refusing donations
 Explaining environmental
issues (chemical spills, etc.)

What else would you add to this list?


2
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 4
Communicating Bad News: Goals

 Explaining clearly and concisely—to help


receiver understand and accept the bad news
 Projecting a professional image—to promote
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a positive image of yourself and your


organization
 Conveying empathy and sensitivity—to
show respect for the receiver

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 5
Goals in Communicating
Negative News
 Being fair—to show that the decision was
impartial and rational
 Maintaining friendly relations—to show your
desire to continue relations with the receiver
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Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 6
The Direct Strategy

Bad
Reasons Closing
News
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The direct strategy is appropriate


for delivering negative news
in some situations.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 7
When to Use the Direct Strategy

 Bad news is insignificant


and not damaging
 Receiver may overlook
the bad news
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 Organization or receiver
prefers directness
 Firmness is necessary

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 8
Common Reactions to Bad News

 Delivery delay
 Product recall
 Disappointment
 Credit refusal  Irritation
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 Billing error  Anger


 Price increase
 Layoffs

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 9
How to Diminish Negative Feelings

 Let the reader


know the
reasons for  Disappointment
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the rejection.  Irritation


 Reveal the  Anger
bad news with
sensitivity.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 10
The Indirect Strategy

Bad
Buffer Reasons Closing
News
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Use the indirect strategy when


you care about how a message
will affect the receiver.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 11
When to Use the Indirect Strategy

 Bad news is personally


upsetting
 Receiver will have a
hostile reaction
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 Customer relations will


be threatened
 Bad news is unexpected

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 12
The Indirect Strategy

Bad
Buffer Reasons Closing
News
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The indirect strategy prepares the reader


before receiving the bad news, thus
softening the impact of the bad news.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 13
Possible Buffers

Bad
Buffer Reasons Closing
News
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 Best news  Facts


 Compliment  Understanding
 Appreciation  Review
 Agreement  Apology

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 14
How to Apologize Effectively

 Apologize sincerely.
 Accept responsibility.
 Use good judgment.
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Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 15
Evaluating Buffer Statements

How effective are the following openings for


a letter that refuses a job applicant?

Unfortunately, your application Poor: Reveals


Quick
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for employment cannot be the bad news


considered. Check bluntly.

We sincerely regret that we will Poor: Sounds


not be able to invite you for an phony and
interview. canned.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 16
Evaluating Buffer Statements

How effective are the following openings for


a letter that refuses to grant credit?
We are delighted to receive your Poor: Gives
application for credit. false hope.
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The recent resurgence of Poor: Is not


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

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 17
Evaluating Buffer Statements

How effective are the following openings


when refusing a request for a donation?
Your request for a monetary Poor: Fails to
contribution has been referred to engage the
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me for reply. reader.


We appreciate the fine work your Effective:
organization is doing to provide Compliments
early childhood programs that reader without
meet the needs of parents and suggesting
very young children. approval.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 18
Presenting the Reasons

Bad
Buffer Reasons Closing
News

 Explain clearly.
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 Cite reader or other benefits, if possible.


 Explain company policy, if relevant.
 Choose positive words.
 Show that the matter was treated
seriously and fairly.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 19
Revealing the Bad News

Bad
Buffer Reasons Closing
News
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To reveal the bad news with


sensitivity, apply the following
techniques for cushioning the
bad news:

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 20
Cushioning the Bad News

 Avoid the spotlight.


Put the bad news in the middle of a
paragraph halfway through the message.
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 Use a long sentence.


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

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 21
Cushioning the Bad News

 Place the bad news in a subordinate


clause.
Although we have no opening for an
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individual with your qualifications at


this time, we are pleased that you thought
of us when you started your job search.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 22
Cushioning the Bad News

 Be clear but not overly graphic.


Instead of this: Try this:
Our investigation Our investigation
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reveals that you owe reveals that your


three creditors large employment status
sums and that you and financial position
were fired from your do not meet our
last job. minimum
requirements.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 23
Cushioning the Bad News

 Use passive-voice verbs.


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


Instead of this: Try this:
We cannot make a A contribution
contribution at this cannot be made at
time. this time.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 24
Converting Active to Passive Voice

Active Voice: Passive Voice:


I cannot issue a cash A cash refund cannot
refund for your return. be issued for your
return.
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We cannot process your Your application cannot


application this month. be processed this
month.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 3, Slide 25
Converting Active to Passive Voice

Active Voice: Passive Voice:


We sell our products only Our products are sold
through franchised only through franchised
retailers. retailers.
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Mark made a A programming error


programming error that was made that delayed
delayed our project. our project.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 3, Slide 26
Cushioning the Bad News

 Accentuate the positive.


Describe what you can do instead of
what you cannot do.
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Instead of this: Try this:


We cannot ship Your order will
your order until ship next week.
next week.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 27
Cushioning the Bad News

 Imply the refusal.


Instead of this: Try this:
We cannot Although all our
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contribute to your profits must be


charity this year. reinvested in our
company this year,
we hope to be able to
support your future
fund-raising activities.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 28
Cushioning the Bad News

 Suggest a compromise or an
alternative.

Although the cashmere sweater cannot be


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sold at the incorrectly listed price of $18,


we can allow you to purchase this $218
item for only $118.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 29
Closing Pleasantly

Bad
Buffer Reasons Closing
News

Avoid poor endings:


 Cliché (We apologize for any inconvenience
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this may cause.)


 Insincere (We regret this with all our hearts.)
 Inappropriate (We really screwed up.)
 Self-serving (You made us feel so bad.)
Avoid mentioning the refusal again.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 30
Closing Pleasantly

Bad
Buffer Reasons Closing
News

Options for personalizing the closing:


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 A forward look
 An alternative
 Good wishes
 Freebies
 Resale or sales promotion

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 31
Rejecting Requests
 Requests may be for favors, money,
information, or action.
 Favors may come from charities, friends, or
business partners.
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Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 32
Rejecting Requests
 Use the indirect strategy.
 Begin with a buffer acknowledging
the request.
 Explain why you cannot grant
the request.
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 Imply the refusal if possible.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 33
Writing Plan: Rejecting Requests

Bad
Buffer Reasons Closing
News

Start with a neutral statement on which


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both reader and writer can agree:


 Compliment  Review of facts
 Appreciation  Apology
Include a key idea or word that acts as a
transition to the reasons.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 34
Writing Plan: Rejecting Requests

Bad
Buffer Reasons Closing
News

 Present valid reasons for the refusal.


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 Avoid words that create a negative


tone.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 35
Writing Plan: Rejecting Requests

Bad
Buffer Reasons Closing
News

 Position the bad news strategically, using


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the passive voice, accentuating the


positive, or implying a refusal.
 Suggest a compromise, alternative, or
substitute, if possible.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 36
Writing Plan: Rejecting Requests

Bad
Buffer Reasons Closing
News
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 Renew good feelings with a positive statement.


 Avoid referring to the bad news.
 Include resale or sales promotion material, if
appropriate.
 Look forward to continued business.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 37
Denying Claims

 Be careful when refusing emotionally involved


receivers.
 Don’t blame customers, even if they are at
fault.
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 Avoid you statements that sound preachy.


 Use neutral, objective
language.
 Offer resale information,
if appropriate.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 38
Refusing Credit

Four goals in conveying credit refusals:


 Avoiding language that causes hard feelings
 Retaining customers on a cash basis
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 Preparing for possible future credit without


raising false expectations
 Avoiding disclosures that could cause a
lawsuit

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 39
Damage Control With Customers

 Call the individual involved.


 Describe the problem and apologize.
 Explain the following:
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 Why the problem occurred


 What you are doing to resolve the problem
 How you will prevent the problem from
happening again

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 40
Damage Control With Customers

 Follow with a letter that does the following:


 Documents details discussed
in the phone call
 Promotes goodwill
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Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 41
Bad News in Organizations

Delivering bad news personally


 Gather all the information.
 Prepare and rehearse.
 Explain past, present,
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and future.
 Consider taking a partner.
 Think about timing.
 Be patient with the reaction.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 42
Writing Plan: Employee Bad News

Bad
Buffer Reasons Closing
News

 Open with a neutral or positive statement that


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transitions to the reasons for the bad news.


 Consider mentioning the best news, a
compliment, appreciation, agreement, or solid
facts.
 Show understanding.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 43
Writing Plan: Employee Bad News

Bad
Buffer Reasons Closing
News
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 Explain the logic behind the bad news.


 Provide a rational explanation using positive
words and displaying empathy.
 Try to show reader benefits, if possible.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 44
Writing Plan: Employee Bad News

Bad
Buffer Reasons Closing
News
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 Position the bad news so that it does not


stand out.
 Be positive but don’t sugarcoat the bad news.
 Use objective language.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 45
Writing Plan: Employee Bad News

Bad
Buffer Reasons Closing
News
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 Provide an alternative, if one exists.


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

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 46
“The price of greatness is responsibility.”
--Sir Winston Churchill
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Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 7, Slide 47
END
Essentials of
Business
Communication 9e

Mary Ellen Guffey & Dana Loewy


© 2013 Cengage Learning ● All Rights Reserved

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