Chapter 10
Negative Messages
Business Communication: Process and Product, 6e
Mary Ellen Guffey
Copyright © 2008
Applying the Writing Process
 Analyze the bad news.
 Anticipate the effect of the
bad news on the receiver.
Prewriting
 If the bad news is serious, use
Analyze
techniques
to
reduce
the
pain.
Anticipate
 If the bad news is minor,
Adapt
announce it directly.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 2
Applying the Writing Process
Writing
Research
Organize
Compose
 Gather information and
brainstorm for ideas.
 Jot down all reasons you have
to explain the bad news.
 List your strongest reasons
first.
 Outline the indirect pattern.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 3
Applying the Writing Process
Revising
Edit
Proofread
Evaluate
 Put yourself in the receiver’s
shoes.
 Is the message too blunt? Too
subtle? Is it clear?
 Proofread for format,
punctuation, and correctness.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 4
Avoiding Three Causes of
Legal Problems
Abusive language
Defamation
Libel
Slander
Language that harms a
person’s reputation
Written defamation
Spoken defamation
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 5
Avoiding Three Causes of
Legal Problems
Careless language
Statements that are potentially damaging
or that could be misinterpreted
Example: The factory is too hazardous
for tour groups.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 6
Avoiding Three Causes of
Legal Problems
The good-guy syndrome
Dangerous statements that ease your
conscience or make you look good (I thought
you were an excellent candidate, but we had to
hire…).
As an agent of the organization, express only
views of the organization.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 7
Avoiding Three Causes of
Legal Problems
 Use plain paper for your personal views or
business.
 Avoid supplying information that could be
misused. Don’t admit or imply responsibility
without checking with legal counsel.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 8
The Indirect Pattern
Buffer
A neutral or positive opening that
does not reveal the bad news
Reasons
An explanation of the causes for the
bad news
Bad News
A clear but understated
announcement of the bad news; may
include alternative or compromise
Closing
A personalized, forward-looking,
pleasant statement.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 9
Four-Part Strategy for Delivering Bad News
Buffer
Best news
Compliment
Appreciation
Agreement
Facts
Understanding
Apology
Reasons
Cautious explanation
Reader or other benefits
Company policy explanation
Positive words
Evidence that matter was
considered fairly and
seriously
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 10
Four-Part Strategy for Delivering Bad News
Bad News
Embedded placement
Passive voice
Implied refusal
Compromise
Alternative
Closing
Forward look
Information about
alternative
Good wishes
Freebies
Resale
Sales Promotion
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 11
Techniques for Delivering Bad News Sensitively
Buffering the Opening
 Start with the part of the message that
represents the best news.
 Pay a compliment, show appreciation for a
past action, or refer to something mutually
understood.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 12
Techniques for Delivering Bad News Sensitively
Buffering the Opening
 Avoid raising false hopes or thanking the
receiver for something you are about to
refuse.
 Consider apologizing if you or your
company erred. If you apologize, do so
sincerely and take responsibility.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 13
Techniques for Delivering Bad News Sensitively
Presenting the Reasons
 Explain clearly why the request must be
denied, without revealing the refusal.
 Show how your decision benefits the
receiver or others, if possible.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 14
Techniques for Delivering Bad News Sensitively
Presenting the Reasons
 Explain company policy without using it
as an excuse.
 Choose positive words. Avoid negative
words such as cannot, claim, denied, error,
failure, unwitting.
 Show that the matter was treated
seriously and fairly.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 15
Techniques for Delivering Bad News Sensitively
Cushioning the Bad News
 Consider positioning the bad news
strategically by sandwiching it between other
sentences.
 Consider subordinating the bad news
(although we can’t loan our equipment, we wish
you well in…)
 Consider using the passive voice (although
credit cannot be extended…).
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 16
Techniques for Delivering Bad News Sensitively
Cushioning the Bad News
 Accentuate the positive by describing what
you can do, not what you can’t do.
 Consider implying the refusal, but be sure it is
clear.
 Suggest a compromise or an alternative, if
available.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 17
Techniques for Delivering Bad News Sensitively
Closing Pleasantly
 Look forward to future relations.
 Supply more information about an
alternative, if you have presented one.
 Offer good wishes, compliments, or freebies
(coupons, samples, gifts).
 Avoid referring to the refusal.
 Use resale or sales promotion if
appropriate.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 18
Damage Control: Dealing With Disappointed
Customers
1. Call the individual involved.
2. Describe the problem and apologize.
3. Explain
a.
b.
c.
Why the problem occurred
What you are doing to resolve it
How you will prevent it from happening again.
4. Follow up with a letter that documents the
phone call and promotes goodwill.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 19
End
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 10, Slide 20