Good News and Bad News (Latst Notes for Final)

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    NegativeMessages

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide 2

    Negative MessagesThe Indirect

    Pattern

    Delivering BadNews Sensitively

    Avoiding LegalProblems

    Damage Controlwith Customers

    CommunicatingBad News: Goals

    The 3-x-3 WritingProcess

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide 3

    Tom Grill / Corbis

    Primary Goals

    Make the receiver

    understand and acceptthe bad news

    Maintain a positive

    image of you and yourorganization

    Goals in

    Communicating Bad

    News

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide 4

    Secondary Goals

    Reduce bad feelings

    Convey fairness

    Eliminate futurecorrespondence

    Avoid creating legalliability or responsibilityfor you or yourorganization.

    Goals in

    Communicating Bad

    News

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide 5

    The Indirect PatternA neutral or positive opening thatdoes not reveal the bad news

    Buffer

    An explanation of the causes for

    the bad newsReasonsA clear but understatedannouncement of the bad news;may include alternative or

    compromise

    Bad News

    A neutral or positive closingClosing

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide 6

    Analyze the bad news.

    Anticipate the effect of the

    bad news on the receiver.

    If the bad news is serious,use techniques to reduce

    the pain. If the bad news is minor,

    announce it directly.

    Applying the Writing

    Process

    Prewriting

    Analyze

    Anticipate

    Adapt

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide 7

    Applying the Writing

    Process Gather information and

    brainstorm for ideas.

    Jot down all reasons youhave to explain the badnews.

    List your strongest reasonsfirst.

    Outline the indirect pattern.

    Writing

    Research

    OrganizeCompose

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    Ch. 10, Slide 8

    Put yourself in thereceivers shoes.

    Is the message too blunt?Too subtle? Is it clear?

    Proofread for format,punctuation, andcorrectness.

    Revising

    Edit

    ProofreadEvaluate

    Applying the Writing

    Process

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide 9

    Avoiding ThreeCauses of LegalProblems

    Abusive

    language Language that harmsa persons reputation

    Defamation

    Libel

    Slander

    Written defamation

    Spoken defamation

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide10

    Avoiding ThreeCauses of LegalProblems

    Careless

    languageStatements that are potentiallydamaging or that could bemisinterpreted

    Example: The factory is toohazardous for tour groups.

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    Ch. 10, Slide11

    Avoiding ThreeCauses of LegalProblems

    Dangerous statements that ease yourconscience or make you look good (Ithought you were an excellent candidate,

    but we had to hire).As an agent of the organization, expressonly views of the organization.

    The good-guy syndrome

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide12

    Avoiding ThreeCauses of LegalProblems

    Use plain paper for your personal viewsor business.

    Avoid supplying information that could be

    misused. Dont admit or implyresponsibility without checking with legalcounsel.

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide13

    Cautious explanation

    Reader or other benefits

    Company policyexplanation

    Positive wordsEvidence that matter was

    considered fairly andseriously

    Four-Part Strategy for

    Delivering Bad News

    Buffer Reasons

    Best news

    Compliment

    Appreciation

    Agreement

    FactsUnderstanding

    Apology

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    Ch. 10, Slide14

    Forward look

    Information aboutalternative

    Good wishes

    Freebies

    Resale

    Sales Promotion

    Four-Part Strategy for

    Delivering Bad News

    Bad News Closing

    Embedded placement

    Passive voice

    Implied refusal

    CompromiseAlternative

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide15

    Techniques for Delivering Bad

    News SensitivelyBuffering the Opening

    Start with the part of the message that

    represents the best news. Pay a compliment, show appreciation

    for a past action, or refer to somethingmutually understood.

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    Ch. 10, Slide16

    Techniques for Delivering Bad

    News Sensitively

    Avoid raising false hopes or thanking

    the receiver for something you areabout to refuse.

    Consider apologizing if you or yourcompany erred. If you apologize, do so

    sincerely and take responsibility.

    Buffering the Opening

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide17

    Techniques for Delivering Bad

    News SensitivelyPresenting theReasons Explain clearly why the request must

    be denied, without revealing the

    refusal.

    Show how your decision benefits thereceiver or others, if possible.

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide18

    Techniques for Delivering Bad

    News Sensitively

    Explain company policy without usingit as an excuse.

    Choose positive words. Avoidnegative words such as cannot,claim, denied, error, failure, unwitting.

    Show that the matter was treatedseriously and fairly.

    Presenting theReasons

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide19

    Techniques for Delivering Bad

    News SensitivelyCushioning the Bad News Consider positioning the bad news

    strategically by sandwiching it between

    other sentences. Consider subordinating the bad news

    (although we cant loan our equipment,we wish you well in)

    Consider using the passive voice(although our equipment cant beloaned).

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide20

    Techniques for Delivering Bad

    News Sensitively

    Accentuate the positive by describing

    what you can do, not what you cant do. Consider implying the refusal, but be sure

    it is clear.

    Suggest a compromise or an alternative,if available.

    Cushioning the Bad News

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide21

    Techniques for Delivering Bad

    News SensitivelyClosing Pleasantly Look forward to future relations.

    Supply more information about an

    alternative, if you have presented one. Offer good wishes, compliments, or

    freebies (coupons, samples, gifts).

    Avoid referring to the refusal. Use resale or sales promotion if

    appropriate.

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide22

    1. Call the individual involved.

    2. Describe the problem and apologize.

    3. Explaina. Why the problem occurred

    b. What you are doing to resolve it

    c. How you will prevent it from happening

    again.

    4. Follow up with a letter that documents

    the phone call and promotes goodwill.

    Damage Control: Dealing WithDisappointed Customers

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide23

    BeforeIneffective

    Customer Request Refusal

    Dear Ms. Trumbo:

    We regret to inform you that we cannot allow you to convert the leasepayments you have been making on your Canon X1000 color copier

    toward its purchase, much as we would love to. We understand thatyou have been making regular payments for the past 16 months.

    Our established company policy prohibits such conversion of leasingmonies. Perhaps you have noticed that we offer extremely lowleasing and purchase prices. Obviously, these low prices would never

    be possible if we agreed to many proposals such as yours. Becausewe are striving to stay in business, we cannot agree to your requestasking us to apply all 16 months of rental payments toward thepurchase of our popular new equipment.

    It is our understanding, Ms. Trumbo, that you have had the Canon

    X1000 color copier for 16 months, and you claim that it has beenreliable and versatile. We would like to tell you about another Canonmodelone that is perhaps closer to your limited budget.

    Sincerely,

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide24

    Critical Thinking Questions

    1.What is the purpose of theletter? What goals should thesender have?

    2.What prevents this letter fromachieving those goals?

    3.What pattern of developmentwould work best for this letter?Has it been followed?

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    Ch. 10, Slide25

    Critical Thinking Questions

    4.What idea could be used as abuffer to open an improvedversion of this letter? Write abuffer.

    5.How could the bad news besubordinated? Write astatement that subordinates the

    bad news.6.What friendly news could be

    used in the closing? Write a

    closing statement.

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide26

    AfterImproved Refusal ofRequest

    Dear Ms. Trumbo:

    Were happy to learn that you are enjoying the use of the CanonX1000 color copier youve been leasing for the past 16 months.

    Like our many other customers, Ms. Trumbo, you have discoveredthat Canon copiers supply remarkable versatility and reliability. One ofthe reasons were able to offer these outstanding copiers at such lowleasing rates and equally low purchase prices is that we maintain aslim profit margin. If our program included a provision for applying

    lease payments toward purchase prices, our overall prices wouldhave to be higher. Although lease payments cannot be creditedtoward purchase price, we can offer you other Canon models that arewithin your price range. The Canon 600 delivers the same reliabilitywith nearly as many features as the top-of-the-line Canon X1000.

    Please let us demonstrate the Canon 600 to your staff in your office,Ms. Trumbo. Our representative, Seth Simmons, will call you duringthe week of May 5 to arrange an appointment.

    Sincerely,

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide27

    Buffer

    Provide some good news (if possible),praise, appreciation, agreement, orunderstanding.

    Discuss facts leading to the reasonssection.

    Managing Negative

    Organization News

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide28

    Explain what caused the decisionnecessitating the bad news.

    Use objective, nonjudgmental, and

    nondiscriminatory language. Show empathy and fairness.

    Reasons

    Managing Negative

    Organization News

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    Mary Ellen Guffey, Business Communication: Process andProduct, 6e

    Ch. 10, Slide29

    Explain the bad news clearly, but dont

    accentuate it.

    Avoid negative language.

    Bad News

    Managing Negative

    Organization News

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    Ch. 10, Slide30

    End on a positive, friendly note.

    For job refusals, extend good wishes.

    Closing

    Managing Negative

    Organization News

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    End

    Mary Ellen Guffey Business Communication: Process and Ch 10 Slide