Business Communication: Process and Product, 3e

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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
  couples 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.

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What kind of messages can be regarded as negative
news?

• Messages refusing routine requests.
• Messages delivering bad news to customers.
• Messages dealing with negative organization news.

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Goals in CommunicatingBad News

• To make the reader understand and
  accept the bad news
• To promote and maintain a good
  image of the writer and the writers organization
• To make the message so clear
  that additional correspondence is unnecessary
• To avoid legal liability

Acceptance
Positive image
Message clarity
Protection
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Part I

• Strategies for Breaking Bad News

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Why should we write bad news carefully?
disappoints

• Because bad news __________, _______, 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.

angers
irritates
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How can we reveal bad news successfully?

• 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.

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Why is indirect pattern better than direct pattern

• 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.

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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.

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Part IObjective 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.

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Activity

• Turn to page 353 and finish Activity 10.1

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The Indirect Pattern
Buffer
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The Indirect Pattern
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The Indirect Pattern
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The Indirect Pattern
More details in figures 10.1 and 10.2
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(No Transcript)
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The 4-part Indirect Pattern
Buffer

• a neutral or positive opening
  that does not reveal the bad news
• an explanation of the causes
  for the bad news
• a clear but understated(?????)
  announcement of the bad news that may include an
  alternative or compromise
• a personalizing,
  forward-looking, pleasant statement

Reasons
Bad News
Close
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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,
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What can good buffer do?

• Avoid revealing the bad news immediately.
• Provide a natural transition to the next partthe
  reasons.
• Avoid conveying a false impression that good news
  follows.

BACK
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Why are reasons the most important part in the
bad-news message?

• 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
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Why should the writer cushion(?????) the bad
news?

• 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
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Why should the writer close the bad-news message
pleasantly?

• A pleasant satement in the closing of the message
  can promote goodwill in readers.

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Part 2Refusing Routine Request
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Refusing Routine Request includes

• Refusing proposals from employees.
• Rejecting requests for contributions of money,
  time, equipment, or other support.
• Rejecting requests for favors, information and
  action.
• Declining invitation.

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Which pattern should be used?

• 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 reasons-before-refusal pattern.

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Before Ineffective Customer Request Refusal
(Activity 10.7)
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Customer Request Refusal Before Version
Dear Mr. Waters Unfortunately, we cannot allow
you to apply the lease payments youve 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 couldnt stay in
business long if we agreed to proposals such as
yours.
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Customer Request Refusal Before Version
Youve had the Sako 600 copier for ten months
now, Mr. Waters, and you say you like its
versatility(????) and reliability. Perhaps we
could interest you in another Sako model one
thats more within your price range. Do give us a
call. Sincerely,
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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.

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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.

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After Improved Customer Request Refusal
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Customer Request Refusal After Version
Dear Mr. Waters Were happy to learn that you
are enjoying the use of the Sako copier youve
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 were 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
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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
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Techniques for Refusing Routine Request
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Buffer

• 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
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Reasons

• 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
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Bad News

• 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
• 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
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Close

• 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
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Part 4SENDING BAD NEWSTO CUSTOMERS
Page 342
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Customer bad-news messages typically handle

• Problems with orders
• Denial of claims
• Credit refusals

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What is the difference between customer letter
and other negative message

• The customer letter usually include resale or
  sales promotion emphasis.

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Buffer

• Express appreciation for the customers patronage
  or for his or her writing.
• Show agreement on some point, review the facts,
  or show understanding.

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Reasons

• Justify the bad news with objective reasons
  (except in credit denials).
• Use resale, if appropriate, to restore the
  customers confidence.
• Avoid blaming the customer or hiding behind
  company policy.
• Look for reader benefits.

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Bad News

• State the bad news objectively or imply it.
• Use resale or sales promotion only if you think
  it will not be offensive.

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Close

• Suggest an action or an alternative.
• Look forward to future business, offer best
  wishes, refer to gifts.
• Dont mention the bad news.

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Negative News for Customers - Improved Document
for Analysis 10.8 on page 355After Version
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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.
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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
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Part 5 MANAGING NEGATIVE ORGANIZATION NEWS
Page 346
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Managing Negative Organization News includes

• 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)
• Saying No to job applicants

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Buffer

• Provide some good news (if possible), praise,
  appreciation, agreement, or understanding.
• Discuss facts leading to the reasons section.

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Reasons

• Explain what caused the decision necessitating
  the bad news.
• Use objective, nonjudgmental, and
  nondiscriminatory language.
• Show empathy and fairness.

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Bad News

• Explain the bad news clearly, but dont
  accentuate it.
• Avoid negative language.

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Close

• End on a positive, friendly note.
• For job refusals, extend good wishes.

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Saying No to a Job Applicant - Improved Document
for Analysis 10.9 on page 355After Version
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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.
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After Version - Document for Analysis 10.9
We were fortunate to have a number of
well-qualified 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.
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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
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Practice for Negative Messages   

• With your partner, rewrite this bad news memo to
  a subordinate

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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.  
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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 dont try and
negotiate with me!! Also, we will be starting a
tuition reimbursement plan for any employee
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  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
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Objective 2
3

• Avoiding Causes of Legal Problems

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Avoiding Three Causes ofLegal Problems

• ?Abusive language
• Defamation use of any language that harms a
  persons 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).
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Avoiding Three Causes of Legal Problems

• ?Careless 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 cant give your group a tour of the
  plant operations as it would be too noisy and
  dangerous.)

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Avoiding Three Causes ofLegal Problems

• ?The 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 . . . ).

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Checklist for Avoiding Three Causes ofLegal
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. Dont admit or imply responsibility
  without checking with legal counsel.

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Objective 8Presenting bad news in other cultures

• Please finish this part by self-study

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End