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Chapter 9
Negative
Messages
3x3 Writing Process
 Prewriting
 Analyze bad news.
 Anticipate reaction.
 Adapt message.
 Writing
 Revising
 Edit for proper tone.
 Proofread for errors.
 Evaluate to meet 5
negative news goals.
 Research info and
delivery.
***Evaluate throughout
 Organize explanation.
 Compose without placing the writing process***
blame.
Ch. 9, Slide 2
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Negative News Communication Goals
1.
2.
3.
4.
5.
Explain clearly and completely.
Project a professional image.
Convey empathy and sensitivity.
Be fair.
Maintain friendly relations.
Ch. 9, Slide 3
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Routine Negative News
EXTERNAL
(written letter)
 Rejecting Requests
 Declining Invitations
 Responding to
Complaints
 Problems with Orders
 Rate Increases and
Prices Hikes
 Denying Claims
 Refusing Credit
 Job Applicant Refusals
INTERNAL
(various channels)
 Refusals (e-mails or
memos)
 Bad news personally
(face to face)
 Bad news to groups
(usually memos)
Ch. 9, Slide 4
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Comparing Strategies for
Delivering Negative News
 Direct Strategy
Bad News
 Indirect Strategy
Buffer
Reasons
Reasons
Bad News
Pleasant
Close
Pleasant Close
Ch. 9, Slide 5
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Use the Direct Strategy …
 When the bad news is not damaging
 When receiver may overlook the bad news
 When the organization or receiver prefers
directness
 When firmness is necessary
Ch. 9, Slide 6
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Use the Indirect Strategy …
 When the bad news is personally upsetting
 When the bad news will provoke a hostile
reaction
 When the bad news threatens the customer
relationship
 When the bad news is unexpected
USE MOST OF THE TIME!
Ch. 9, Slide 7
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Components of
Effective Negative Messages
Buffer
• A neutral or
positive
opening that
does not
reveal the bad
news
Reasons
Bad News
• An explanation • A clear but
of the causes
understated
for the bad
announcement
news
of the bad
news that may
include an
alternative or
compromise
Closing
• A
personalized,
forwardlooking,
pleasant
statement
Ch. 9, Slide 8
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1. Buffering the Opening
 Best news: “You can now achieve significant savings and avoid
trips to the drugstore by having your prescriptions drugs delivered to
your home.”
 Compliment: “The XXX have our sincere admirations for their
fund-raising efforts on behalf of XXX. I am honored that you asked
me to speak XXX.”
 Appreciation: “I appreciated learning more about the fine arts
program at NYU.”
 Facts: “During the past five years, XXX has kept health care
premium increases below the national average.”
 Understanding: “We know you expect superior products from
XXX.”
Ch. 9, Slide 9
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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2. Presenting the Reasons
 Explain clearly (beware of confidentiality/legal
matters): “On January 23 we have a board meeting that I must
attend.”
 Cite reader benefits, is possible: “To better protect your
account, we are no longer cashing third-party checks.”
 Explain company policy: “We prefer to promote from within
because it rewards the loyalty of our employees.”
 Show that you treated matter fairly: “You have my
assurance that the board has searched long and hard for another
form of funding, but all avenues have been closed before us.”
 AVOID NEGATIVE WORDS: CANNOT, ERROR, FAULT, IMPOSSIBLE
Ch. 9, Slide 10
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
3. Cushioning the Bad News
 Position strategically: “Although another candidate was hired,
we appreciate your interest in our organization ….”
 Use the passive voice: “Cash refunds are not given because
….”
 Go for positive: “We no longer accept Visa.” vs. “We accept
MasterCard and American Express.”
 Imply the refusal: “Because of increased expenses, our funds are
all earmarked for the current fiscal year.”
 Suggest a compromise or alternative: “Although we are
unable to issue a cash refund, we will happily send you a store credit.”
Ch. 9, Slide 11
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
4. Closing Pleasantly
 Forward look: “We look forward to working with you again in
your efforts to raise awareness for XXX.”
 Alternative follow-up: “Your store credit code will arrive via
e-mail within 48 hours.”
 Good wishes: “We extend to you our best wishes as you search
for the organization that best matches your skills.”
 Freebies: “…we are enclosing a coupon …”
 Resale or Sales Promotion: “To help you locate accessories
for you xxx, visit our Web site for a large selection of xxx.”
** Beware of sensitive nature of message before sending resale or
promotional material.
Ch. 9, Slide 12
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CH. 9 REVIEW:
WRITING TECHNIQUES
Ch. 9, Slide 13
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Direct or Indirect Pattern?
 A letter from a
credit card company
announcing a small
rate increase
 An e-mail from a
manager refusing an
employee’s request
for funds and time
off to attend a
professional seminar.
 A letter from an
insurance company
announcing new
policy requirements
that many policy
holders may resent.
Failure to act may
cost members
coverage.
 D, I, I
Ch. 9, Slide 14
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Using Passive Voice Effectively
 We cannot offer free shipping after January 1.
 Free shipping cannot be offered after January 1.
 Your car rental insurance does not cover large
SUVs.
 Large SUVs are not covered by your car rental
insurance.
 We do not examine patients until we have
verified insurance coverage.
 Patients can be examined after verification of
insurance.
Ch. 9, Slide 15
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Subordinating the Bad News
(reposition to take focus off bad news)
 We now offer all of our catalog choices at our
Web site. Unfortunately, we no longer print or
mail a complete catalog.
 Although we no longer print or mail a complete
catalog, we offer all of our catalogs at our Web site.
 We appreciate your interest in our organization,
but we are unable to extend an employment offer
to your at this time.
 Although an employment offer cannot be made at this
time, we appreciate your interest in our organization.
Ch. 9, Slide 16
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Implying the Bad News
 We cannot ship our fresh fruit baskets c.o.d.
Your order was not accompanied by payment,
so we are not shipping it. We have it ready
and will rush it to you as soon as you call with
your credit card number.
 We have your fresh fruit basket ready and will
ship it as soon as you call us with your credit card
number.
Ch. 9, Slide 17
©2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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