Business Communication: Process and Product, Mary Ellen Guffey, South-Western.
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Everyone has to give bad news and
negative messages sometime. You may
have had to tell someone that he or she
did not receive an award or win an
election. You may have broken up with
a sweetheart or have told someone
about another couple’s breakup. You
may have had to tell someone of the
death of a friend or relative.
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In business, people also have to send bad news
messages. Bad news comes in many forms:
the rejection for employment or promotion;
the denial of credit;
a job resignation;
a customer complaint about a product or service
received from a store;
a collection letter;
a change in company policy;
the curtailment of services;
and so forth.
What kind of messages can be
regarded as negative news?
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Messages refusing routine requests.
Messages delivering bad news to
customers.
Messages dealing with negative
organization news.
Goals in Communicating
Bad News
To make the reader
understand and accept the bad news
Positive image To promote and maintain a
good image of the writer and the
writer’s organization
Message clarity To make the message so
clear that additional correspondence is
unnecessary
Protection
To avoid legal liability
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Part I
Strategies for Breaking Bad News
Why should we write
bad news carefully?
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Because bad news disappoints
__________,
angers
_______,
irritates and sometimes even _______
the reader , such messages must be
written carefully.
Because we want to reach the four
goals in communicating bad news, such
messages must be written carefully.
How can we reveal bad news
successfully?
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If we want to break bad news successfully,
we have to reduce the bad feelings
associated with disappointing news.
The sting of bad news can be reduced by
giving reasons and communicating
sensitively.
Thus, in most cases, indirect pattern is better
than direct pattern for revealing bad news.
Why is indirect pattern better
than direct pattern
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By using indirect pattern, you prepare
the reader before revealing the bad
news, thus soften the impact of this
message.
The indirect strategy enables writers to
keep the readers’ attention until you
have been able to explain the reasons
for the bad news.
The direct pattern may be more effective in
situations such as the following: P335-336
When the receiver may overlook(fail to
notice) the bad news.
When organization policy suggests
directness.
When the receiver prefers directness.
When the firmness is necessary.
When the bad news is not damaging.
Part I
Objective 1 and Objective 3
Using the Indirect Pattern to Preapre the Reader
Developing Bad-News Messages
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When developing bad-news messages,
writers can use whichever strategy
(indirect or direct ) seems most
appropriate to the situations or to their
organizations.
As I have metioned before, today we
will learn how to develop and apply the
indirect strategy.
Activity
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Turn to page 353 and finish Activity 10.1
The Indirect Pattern
Buffer
The Indirect Pattern
Buffer
Reasons
The Indirect Pattern
Buffer
Reasons
Bad News
The Indirect Pattern
Buffer
Reasons
Bad News
Close
More details in figures 10.1 and 10.2
The 4-part Indirect Pattern
– a neutral or positive opening
that does not reveal the bad news
– an explanation of the causes
Reasons
for the bad news
Bad News – a clear but understated(轻描
淡写的) announcement of the bad news
that may include an alternative or
compromise
– a personalizing, forwardClose
looking, pleasant statement
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Dear Mr. Jackson,
Thank you for allowing us to review your credentials and interview you in our
search for a Marketing Director. We regard this position as integral to the success
of our expanding operations, and the high caliber of the applicants impressed us
all. The committee enjoyed talking to you about your extensive background in the
Mid-Western division of Honeymaker.
Because of our intention to open up a new Latin American division, we determined
that international marketing experience and fluency in Spanish would be two key
cretiria in the selection process. We have therefore offered the position to a
bilingual applicant with over ten years of involvement in the Latin American
market. You were one of the top candidates in the group, and we are confident that
your excellent qualifications will gain you a challenging position with a company
that can optimize your strenghths in the domestic market.
Thank you again for your interest in Honeymaker; we take it as a compliment that
someone with your expertise would like to work with us. We wish you well in your
search for a marketing position that will put your excellent managerial experience
to best use.
Yours sincerely,
What can good buffer do?
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Avoid revealing the bad news immediately.
Provide a natural transition to the next part—the
reasons.
Avoid conveying a false impression that good
news follows.
BACK
Why are reasons the most important
part in the bad-news message?
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Without sound reasons for denying or
refusing, a letter will fail, no matter how
cleverly it is organized or written.
Providing reasons for bad news reduces
feelings of illwill and improves the
chances that the reader will accept the
bad news.
BACK
Why should the writer cushion(
减轻…的打击) the bad news?
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Readers often suffer personally from the
bad news.
If the writer is relationship-oriented one,
he/she will prefer to cushion the blow of
bad news by using thoughtful
techniques.
BACK
Why should the writer close the
bad-news message pleasantly?
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A pleasant satement in the closing of
the message can promote goodwill in
readers.
Part 2
Refusing Routine Request
NO!
Refusing Routine Request includes:
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Refusing proposals from employees.
Rejecting requests for contributions of
money, time, equipment, or other
support.
Rejecting requests for favors, information
and action.
Declining invitation.
Which pattern should be used?
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Depending on how you think the
receiver will react to your refusal, you
can use the direct or indirect pattern.
If you have any doubt, use the indirect
pattern.
The indirect pattern used in bad-news
message can also be called reasonsbefore-refusal pattern.
“Before” – Ineffective Customer
Request Refusal (Activity 10.7)
Customer Request Refusal – “Before” Version
Dear Mr. Waters:
Unfortunately, we cannot allow you to apply the lease
payments you’ve been making for the past ten months
toward the purchase of your Sako 600 copier.
Company policy does not allow such conversion.
Have you ever wondered why we can offer such low
leasing and purchase prices? Obviously, we couldn’t
stay in business long if we agreed to proposals such as
yours.
Customer Request Refusal – “Before” Version
You’ve had the Sako 600 copier for ten months now,
Mr. Waters, and you say you like its versatility(多功能
性) and reliability. Perhaps we could interest you in
another Sako model – one that’s more within your
price range. Do give us a call.
Sincerely,
Critical Thinking Questions
1. What is the purpose of the previous letter?
What goals should the sender have?
2. What prevents this letter from achieving
those goals?
3. What pattern of development would work
best for this letter? Has it been followed?
4. What idea could be used as a buffer to open
an improved version of this letter? Write a
buffer.
Critical Thinking Questions
5. How could the bad news be subordinated?
Write a statement that subordinates the bad
news.
6. What friendly news could be used in the
closing? Write a closing statement.
“After” – Improved Customer
Request Refusal
Customer Request Refusal – “After” Version
Dear Mr. Waters:
We’re happy to learn that you are enjoying the use of
the Sako copier you’ve been leasing for the past ten
months. Like our many other customers, you have
discovered that Sako copiers offer remarkable
versatility and reliability.
One of the reasons we’re able to offer these
outstanding copiers at such low leasing rates and
equally low purchase prices is that we maintain a slim
profit margin. If our program included a provision for
Customer Request Refusal – “After” Version
applying lease payments toward the purchase price,
our overall prices would have to be higher. Although
lease payments cannot be credited toward purchase
price, we can offer you other Sako models that are
within your price range. The Sako 400 delivers the
same reliability with nearly as many features as the
Sako 600.
Please let us demonstrate the Sako 400 to your staff in
your office, Mr. Waters. Our representative, Tracy
Wilson, will call you soon to arrange a time.
Sincerely,
BACK
Techniques for
Refusing Routine Request
Buffer
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Pay a compliment, show appreciation for a
past action, or refer to something mutually
understood. (in the improved version on page
339, the writer starts with a buffer that
delivers honest praise and the buffer also
includes the date of the meeting, which is
used to connect the reasons that follow.)
Avoid raising false hopes.
Avoid thanking the receiver for something you
are about to refuse.
Other techniques
are on P332
Reasons
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Explain why the request must be denied,
without revealing the refusal, just focus on
positive elements.
Show how your decision benefits the receiver
or others, if possible.
– Mark is specialist.
– The company relies on his expertise.
– Everyone will benefit if he passes up the
conference.
Other techniques
are on P333
Bad News
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Soften the bad news by:
– subordinating it (although we can't loan our
equipment, we wish you well in . . .)
– using the passive voice (although our equipment
can't be loaned)
– embedding it in a long sentence or paragraph
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Consider implying the refusal, but be certain it is
clear. (in the improved version on page 339, the
writer implies the refusal)
Suggest an alternative, if one exists.
Other techniques
are on P334
Close
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Supply more information about an
alternative, if one is offered (in the
improved version on page 339, the
writer suggests a qualified alternative)
Look forward to future relations.
Offer good wishes and compliments.
Avoid referring to the refusal. Other techniques
are on P335
Part 4
SENDING BAD NEWS
TO CUSTOMERS
Page 342
Customer bad-news messages
typically handle:
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Problems with orders
Denial of claims
Credit refusals
What is the difference between customer
letter and other negative message
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The customer letter usually include
resale or sales promotion emphasis.
Buffer
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Express appreciation for the customer’s
patronage or for his or her writing.
Show agreement on some point, review
the facts, or show understanding.
Reasons
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Justify the bad news with objective
reasons (except in credit denials).
Use resale, if appropriate, to restore the
customer’s confidence.
Avoid blaming the customer or hiding
behind company policy.
Look for reader benefits.
Bad News
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State the bad news objectively or imply
it.
Use resale or sales promotion only if
you think it will not be offensive.
Close
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Suggest an action or an alternative.
Look forward to future business, offer
best wishes, refer to gifts.
Don’t mention the bad news.
Negative News for Customers Improved
Document for Analysis 10.8 on page 355
“After” Version
“After” Version - Document for Analysis 10.8
Dear Charge Customers:
We at Golden West Print and Frame Shop appreciate
the confidence you've shown in our past services, and
we look forward to continuing to serve you in the
future. One of the ways we have served our customers
in the past was with in-house charge accounts. As a
small but growing business, we have found that
carrying our own credit has become quite costly.
“After” Version - Document for Analysis 10.8
Rather than raise our prices to maintain that service,
we have decided to eliminate in-house charge accounts
in favor of bank credit cards. At no extra charge, you
may now use either Visa or MasterCard in purchasing
prints or frames.
Drop by soon and use your bank credit card to charge a
selection from our new collection of museum-quality
gilded wood frames.
BACK
Part 5
MANAGING NEGATIVE
ORGANIZATION NEWS
Page 346
Managing Negative Organization
News includes:
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Announcing bad news to employees.
(Such as declining profits, lost
contracts, harmful lawsuits, public
relations controversies, cutbacks in pay,
reduction of benefits, relocation plans,
and changes in policy)
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Saying No to job applicants
Buffer
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Provide some good news (if possible),
praise, appreciation, agreement, or
understanding.
Discuss facts leading to the reasons
section.
Reasons
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Explain what caused the decision
necessitating the bad news.
Use objective, nonjudgmental, and
nondiscriminatory language.
Show empathy and fairness.
Bad News
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Explain the bad news clearly, but don’t
accentuate it.
Avoid negative language.
Close
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End on a positive, friendly note.
For job refusals, extend good wishes.
Saying No to a Job Applicant Improved
Document for Analysis 10.9 on page 355
“After” Version
“After” Version - Document for Analysis 10.9
Dear Mr. Franklin:
Ms. Sievers and I were pleased to interview you
last Thursday and tell you something about the
Maxwell Corporation and its operations.
“After” Version - Document for Analysis 10.9
We were fortunate to have a number of wellqualified individuals apply for the position of
human resources assistant. To fill this position,
we hired a graduate of Texas Technical
University who seemed to have the qualities we
sought. We wanted to write you immediately to
enable you to continue your job search.
“After” Version - Document for Analysis 10.9
You have our best wishes in finding exactly the
right position to match your background and
education.
Sincerely,
BACK
Practice for Negative
Messages
With your partner, rewrite this bad news
memo to a subordinate
Subject: GUESS WHAT?? YOU ARE FIRED!!
FROM:
john, JOLLY, general manager Off Campus Pub
to: Peerson, Michael
Date: 4/11/01
With great pleasure and enthusiasm, I am informing you that
effective immediately you are terminated as manager of food
service for Off Campus Pub! You work skills are atrocious, and
you might want to think about going back to college to earn
your degree because you are not going to make it as a manager
in the business world with your decrepit communication skills,
putrid writing style, miserable attendance record and
atrocious customer service skills. Not to mention that you lack
any comprehension on how to run a bar.
By the way, you should have seen this coming. Customers have
been constantly complaining about your unprofessional
attitude, not to mention that three of your kitchen staff has
left while you were in charge. I regret the day I gave you the
promotion to manger.
To show you that I am not such a bad guy after all, I want to
offer you the opportunity to take another position with our
company. I think your “personality” would be best suited as
supervisor of security since all you know how to do is be rude
and impatient with customers, you might as well be able to use
your communication skills in a productive way. This change of
position will also mean that you will take a pay cut from $20 an
hour to $10 an hour, and there is nothing that you can do
about it, so please don’t try and negotiate with me!! Also, we
will be starting a tuition reimbursement plan for any employee
who wants to continue their education at California State
University, Fullerton, so you might want to take advantage of
this opportunity because God knows that you need all of the
help you can get.
So, do you still want to be a part of the friendly atmosphere
at Off Campus Pub? By the way, you must inform me of your
decision by tomorrow, April 22nd, or I never want to hear from
you again
Objective 2
Avoiding
3
Causes of Legal
Problems
Avoiding Three Causes of
Legal Problems
①Abusive language
Defamation – use of any language that
harms a person’s reputation
Libel – written defamation
Slander – spoken defamation
To be actionable, abusive language must be false,
damaging to a person's good name, and "published"
(spoken within the presence of others or written).
Avoiding Three Causes of
Legal Problems
②Careless language
 Be certain that our words communicate only what we
intend.
 Avoid making statements that are potentially
damaging or that could be misinterpreted.
 Be careful about what documents you save.
For example:
(Although we are honored at your interest in our
company, we can’t give your group a tour of the
plant operations as it would be too noisy and
dangerous.)
Avoiding Three Causes of
Legal Problems
③The “good-guy” syndrome
 Avoid making statements that ease your
conscience or make you look good
 Business communicators act as agents of
the organization. Their views must reflect the
organization's.
For example:
(I thought you were an excellent candidate, but
we had to hire . . . ).
Checklist for Avoiding Three Causes of
Legal Problems
 Business communicators act as agents of
organizations. Their views must reflect those
of their organizations.
 Use plain paper for your personal views or
personal business.
 Avoid supplying information that could be
misused. Don’t admit or imply responsibility
without checking with legal counsel.
Objective 8
Presenting bad news in other cultures
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Please finish this part by self-study
End