Chapter 9 Bad-News Messages

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Chapter 9Bad-News Messages
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Bad-News Message

• We have all been either the sender or receiver of
  bad news
• Difficult to give
• Difficult to receive
• Careful planning for either sending or receiving
  bad news

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Purpose of Bad News Messages

• Two purposes
• To say no or to convey bad news
• Retain the readers goodwill after saying no

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• The needs, expectations, and personality, as well
  as the writers relationship with the reader,
  will determine the content and organization of
  the bad-news message.
• In other wordsput yourself in the place of the
  other person.
• Example of Slang would be put yourself in the
  other persons shoes

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Page 293

• Example of bad-news letter written by Gary
  Larson, syndicated cartoonist (The Far Side)
• Read

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Delivery Method

• Phone call
• appropriate when reader will not be personally
  disappointed in the outcome.
• Personal visit
• appropriate when you are giving a subordinate
  news of considerable consequence.
• Written message
• appropriate when you need to control the wording,
  sequence, and pace of ideas presented and when
  you need a permanent record.

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Giving the Bad News

• Present the bad news as a logical outcome of the
  reasons given.
• State the bad news in positive and impersonal
  language. Avoid such terms as cannot, you, and
  your.
• Do not apologize.
• Make the refusal definiteby implication if
  appropriate otherwise, by stating it directly.

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Giving the Bad News

• Put yourself in the readers place.
• Put bad-news up front in a form letter.
• Justification for a bad news letter can show how
  the refusal is in the readers best interest.

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Direct and Indirect Approach

• Direct approach is when the major purpose of the
  message is communicated first
• Jim, we are going to drop the Avon project.
• Indirect approach is one where the reasons or
  rationale are presented first, followed by the
  main idea
• Jim, we are experiencing funding problems and
  must cut three of our least profitable programs.
  We have decided to eliminate the Avon project.

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Direct Approach

• Reader expects a no response.
• The writer wants to emphasize the bad news.
• The relationship between the reader is very
  closegoodwill remains intact regardless of how
  information is presented.

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Indirect Approach

• Use the indirect plan when giving bad news to the
  following groups
• Subordinates
• Customers
• Readers who prefer the indirect approach
• Readers you dont know

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Indirect Plan

• Start with a buffer (facts) and present the
  reasons
• Jim, you have created a three percent increase in
  sales this year, but we are still experiencing
  funding problems and must cut three of our least
  profitable programs. We have decided to
  eliminate the Avon project.
• Present the negative news
• We have decided to eliminate the Avon project.
• Close with a goodwill statement
• Because of your excellent work history we will be
  moving you to the Weber project.

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Buffers

• Start with a Buffer (neutral supportive
  statements that soften the impact of bad news)
• Neutral (must not convey bad-news immediately)
• Relevant (smooth transition for reasons that
  follow)
• Supportive (establish compatibility)
• Interesting (motivation for continued reading)
• Short (dont waste time with the small stuff)

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Buffer Types

• Agreement
• Appreciation
• Understanding
• Good news
• Providing facts or a general principle
• Offering a compliment
• See page 298-299 (learn buffer types)

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Buffer Types

• Agreement
• We both recognize the promotional possibilities
  that often accompany big anniversary sales such
  as yours.
• Appreciation
• Thanks for letting us know of your success in
  selling our Microwaves.

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Buffer Types

• Compliment
• Congratulations on having served the community of
  Ogden for ten years.
• Facts
• Three-fourths of the Mervyns distributors, who
  held anniversary sales last year, reported at
  least a six percent increase in annual sales of
  our home products.

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Buffer Types

• General Principle
• We believe in furnishing Mervyns distributors a
  wide range of support in promoting our products.

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Buffer Types

• Understanding
• I wish to assure you of our desire to help make
  your anniversary sale successful.

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Major Part of Message

• Focus on reasons rather than the bad news itself.
• Provide a smooth transition between the buffer
  and the reasons.
• Dont hide behind company policy.
• Although sometimes this is necessary
• If possible, provide reasons why the reader would
  benefit from the bad news.
• Give the best reason first.

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State the Message in a Positive Tone

• Too blunt Our department compliance report will
  be late next month.
• Too positive I am pleased to announce that our
  department compliance report will be submitted on
  July 9.
• Best Our departmental compliance report will be
  submitted on July 9 rather than June 1. We need
  the extra time to resolve the Baton Rouge
  refinery problem

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Closing on a Pleasant Note

• Make your closing original, friendly, off the
  topic of the bad news, and positive.
• Consider expressing best wishes, offering a
  counter-proposal, suggesting other sources of
  help, or building in resale or subtle sales
  promotion.
• Avoid anticipating problems, apologizing,
  inviting needless communication, referring to the
  bad news, repeating a cliché or using slang,
  revealing doubt, or sounding selfish.

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Closing Techniques

• Make your closing friendly, original, and
  positive
• Dont refer to the bad news again
• Offer help if you can
• Provide a counter proposal (if possible)
• Other sources of help
• Info for customer to follow through

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Closing Techniques

• Resale or subtle sales promotionYou can be sure
  that the new Mervyns ultra tough floor mats
  were introducing in January will draw many
  customers to your store during your anniversary
  sale.

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Closing Techniques

• Best wishes
• Best wishes for success with your
  tenth-anniversary sale. We have certainly
  enjoyed our ten-year relationship with Parker
  Brothers and look forward to continuing to serve
  your needs in the future.

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Closing Techniques

• Counter proposal
• To provide increased publicity for your
  tenth-anniversary sale, we would be happy to
  include a special 2-by-6-inch boxed notice of
  your sale in the Standard Examiners Business
  Edition on Sunday, June 19. Just send us your
  camera-ready copy by June 13.

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Problems to Avoid

• ApologizingAgain, I am sorry that we were unable
  to grant this request.
• Anticipating problemsIf you run into any
  problems, please write me directly.
• Inviting needless communicationIf you have any
  further questions, please let me know.

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Problems to Avoid

• Referring again to bad newsAlthough we are
  unable to supply an in-store demonstrator, we do
  wish you much success in your tenth-anniversary
  sale.
• Repeating a clichéIf we can be of any further
  help, please dont hesitate to call on us.
• What is a cliché?
• Trite, commonplace, stereotyped expression

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Problems to Avoid

• Revealing doubtI trust that you now understand
  why we made this decision.
• Sounding selfishDont forget to feature Mervyns
  microwaves prominently in your anniversary
  display.

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Ten reasons to consult an attorney page 301 (read)

• E-mail, memos, letters, and corporate
  communication may be used as evidence against you
  or your organization in a court of law.
• Remember anything in writing lasts forever

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Consult legal counsel when

• Any document you have written
• 1. Commits you to a legally binding contract
• 2. Commits you to a warranty or guarantee of a
  product or service
• 3. Makes an advertising claim
• 4. Amends or modifies corporate policy

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• 5. Requests documents from an attorney
• 6. Makes a statement to an insurance adjuster,
  the police, or a government agency
• 7. Reports an accident involving a product,
  service or employee
• 8. Concerns the termination of an employee

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• 9. Concerns workers compensation or insurance
  matters
• 10. Concerns any product or process that will
  affect the environment

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In class Homework

• No 4 on page 321
• Bad news letter denying a franchise request
• One per student