Agenda

1
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

2
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

3
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?

4
Bad news exercise 2The 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?

5
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

6
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

7
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

8
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

9
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.

10
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

11
Peer review of drafts

• In addition to your usual peer review strategies,
  please complete the questions on the separate
  sheet
• Put yourself in the recipients place as you read
  the letter
• How would you respond? Would you remain a
  customer? (Explain)

12
Assignment

• Complete the final draft of the negative news
  letter (due 1/30)