Transcript Business Communication: Process and Product, 3e

Sensitive Messages
Includes material from Guffey text Ch 11
Communication Matters:
Discussion
A Sorry Strategy
 Share a time you received bad news


did the sender use any of the techniques
discussed in the article?
Was the approach effective?
Goals in Communicating
Bad News




To make the reader understand
and accept the bad news
To promote and maintain a good
image of the writer and the
writer’s organization
To make the message so clear
that additional correspondence
is unnecessary
To avoid legal liability
The Indirect Pattern
Buffer
Reasons
Bad News
Close
The Indirect Pattern




BUFFER – a neutral or positive opening that
does not reveal the bad news
REASONS – an explanation of the causes for
the bad news
BAD NEWS – a clear but understated
announcement of the bad news that may
include an alternative or compromise
CLOSE – a personalizing, forward-looking,
pleasant statement
Buffering the Opening
Good news
 Agreement/Understanding
 Apology (customers only)
 Compliment
 Appreciation
 Facts

Reasons






Justify the bad news with objective
reasons (without revealing bad news
Avoid blaming the reader or hiding
behind company policy
Use objective, nonjudgmental
language - avoid negativity
(unfortunately, impossible)
Show empathy and fairness
Identify reader (or other’s) benefits
Focus on maintaining the relationship


avoid being blunt or insensitive
Use resale, if appropriate
Bad News




Explain the bad news clearly,
but don’t accentuate it.
Avoid negative language.
Say the bad news once and
move on to a focus on the
future/alternatives.
Never repeat the bad news
Bad News
1. Subordinating bad news in passive voice
although our equipment can’t be loaned, we
wish you well in . . .
2. Implying bad news in passive voice
Because our equipment is sold only through
dealers, we invite you to examine it at your
local Stereo City.
Passive-Voice Verbs
Rewrite these sentences in passive voice:

Because of our Web site, we are no
longer offering a printed catalog.

We are unable to grant your request for a
loan.
Subordinating Bad News
Subordinating formula:
While/Although (bad news in passive voice),
(alternative in active voice)
Rewrite subordinating the bad news:

It is impossible for us to ship your complete
order at this time. However, we are able to
send the four oak desks now; you will receive
them within five days.
Implying Bad News
Implying formula:
Because/Since (reason in passive voice),
(alternative in active voice).
Rewrite implying the bad news:

I already have a prior engagement in my
appointment calendar for March 31st.
Therefore, I am unable to speak to your
group. However, I would like to recommend
another speaker.
Implying Bad News
Rewrite implying the bad news:

Because of the holiday period, all our
billboard space was used this month.
Therefore, we are sorry to say that we could
not give your group display space. However,
next month we hope to display your
message.
Close





Supply more information about
an alternative, if one is offered.
Look forward to future business.
Offer good wishes and
compliments.
Avoid referring to the
refusal/bad news.
End on a positive, friendly note.
Use the Direct Pattern


When organization
policy/culture
suggests directness
When the receiver
prefers directness


When firmness is
necessary. Employee
disciplinary actions.
When the bad news
is insignificant