Agenda
Bad news exercise #1: finding a middle ground
Tone in bad news messages
Bad news exercise #2: Kmart memo
You-attitude and reader pronouns in bad news
messages
Peer review of drafts
Bad news exercise #1
 In small groups, read the
brief case
 Rank each of the four
memo samples from best
(1) to worst (4)
 Come up with an
adjective that describes
each one
Tone
 What is tone in practice?
 How do we “know it
when we see it”?
 How can we use it to
gain acceptance of our
messages?
Bad news exercise #2:
The Kmart memo
 Read the e-mail memo
from a Kmart VP
 How would you describe
the tone?
 What words contribute to
your impression?
 Is the tone appropriate?
Why tone is important
Research shows that:
Positive emphasis and you-attitude significantly
improve message tone
Message tone in turn makes readers much more
likely to support your position or accept bad news
while maintaining goodwill
Components of tone
Lexicon (word choice)
Level of negativity
Level of formality
Syntax (sentence structure)
Use of active/passive
Frontloading/backloading
Rhetorical strategies
Reader vs. company focus
Logic of presentation
You-attitude
 Reader pronouns
Positive context: use “you”
more frequently than “I”,
“the company”, or “we”
(exclusive)
Negative: be cautious
about using “you”
especially if the reader is at
fault
 Complete explanation
You-attitude and reader
pronouns (positive)
I-focus
I want to send my
congratulations...
We will ship your
order soon.
We pay 8% interest.
I have researched the
issue and I have found
that...
You-attitude
Congratulations on
your…
You should receive
your order by May 8.
You earn 8% interest.
My research
indicates…
You-attitude and reader
pronouns (negative)
Inappropriate “you”
You failed to enclose
your check.
Your contract plainly
states...
You are wrong in
believing that our
company offers such a
product.
Better
The envelope we
received did not have
a check in it.
I am glad to explain
the terms more fully.
While we do not
currently offer that
product, your inquiry
is appreciated.
You-attitude
and completeness
People generally respond more favorably when
they are given complete, thorough information
In order to get people to accept an unpopular
position, you can use force or you can use
persuasion
Persuasion is a long-term recipe for success
Peer review of drafts
In addition to your usual peer review strategies,
please complete the questions on the separate
sheet
Put yourself in the recipient’s place as you read
the letter
How would you respond? Would you remain a
customer? (Explain)
Assignment
Complete the final draft of the negative news
letter (due 1/30)