Directory UMM :Data Elmu:ppt:
Chapter 11
Negative News
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Copyright © 2003
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
Mary Ellen Guffey, Business Communication:
Ch. 11,
The Indirect Pattern
Buffer
Buffer
Mary Ellen Guffey, Business Communication:
Ch. 11,
The Indirect Pattern
Buffer
Buffer
Reasons
Reasons
Mary Ellen Guffey, Business Communication:
Ch. 11,
The Indirect Pattern
Buffer
Buffer
Reasons
Reasons
Bad
BadNews
News
Mary Ellen Guffey, Business Communication:
Ch. 11,
The Indirect Pattern
Buffer
Buffer
Reasons
Reasons
Bad
BadNews
News
Close
Close
Mary Ellen Guffey, Business Communication:
Ch. 11,
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
Mary Ellen Guffey, Business Communication:
Ch. 11,
The Indirect Pattern
• CLOSE – a personalizing, forwardlooking, pleasant statement
Mary Ellen Guffey, Business Communication:
Ch. 11,
Avoiding Three Causes
of
Legal Problems
Mary Ellen Guffey, Business Communication:
Ch. 11,
Avoiding Three Causes
of
Legal Problems
1. Abusive language
Defamation – use of any language that harms a
person’s reputation
Libel – written defamation
Slander – spoken defamation
2. Careless language
Statements that are potentially damaging or that
could be misinterpreted (the factory is too
hazardous for tour groups).
Mary Ellen Guffey, Business Communication:
Ch. 11,
Avoiding Three Causes
of
Legal Problems
3. “Good-guy” syndrome
Statements that ease your conscience or make
you look good (I thought you were an excellent
candidate, but we had to hire . . . ).
Mary Ellen Guffey, Business Communication:
Ch. 11,
Acting Cautiously
• As an agent of an organization, be
sure your views reflect those of your
organization.
• Use plain paper for your personal
views or personal business.
• Avoid supplying information that
could be misused.
• Don’t admit or imply responsibility
without checking with legal counsel.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Refusing Routine
Requests
Mary Ellen Guffey, Business Communication:
Ch. 11,
Buffer
Mary Ellen Guffey, Business Communication:
Ch. 11,
Reasons
• Justify the bad news with objective
reasons (except in credit denials).
• Use resale, if appropriate, to restore
the customer’s confidence.
• Avoid blaming the customer or
hiding behind company policy.
• Look for reader benefits.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Bad News
• State the bad news objectively or
imply it.
• Use resale or sales promotion only if
you think doing so will not be
offensive.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Close
• Suggest an action or an alternative.
• Look forward to future business,
offer best wishes, refer to gifts.
• Don’t mention the bad news.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Managing Negative
Organization News
Mary Ellen Guffey, Business Communication:
Ch. 11,
Buffer
• Provide some good news (if
possible), praise, appreciation,
agreement, or understanding.
• Discuss facts leading to the reasons
section.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Reasons
• Explain what caused the decision
necessitating the bad news.
• Use objective, nonjudgmental, and
nondiscriminatory language.
• Show empathy and fairness.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Bad News
• Explain the bad news clearly, but
don’t accentuate it.
• Avoid negative language.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Close
• End on a positive, friendly note.
• For job refusals, extend good
wishes.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Ineffective Customer
Request Refusal
Activity 11.7
“Before” Version
Mary Ellen Guffey, Business Communication:
Ch. 11,
Customer Request Refusal: “Before” Version
Dear
DearMr.
Mr.Waters:
Waters:
Unfortunately,
Unfortunately,we
wecannot
cannotallow
allowyou
youto
toapply
applythe
thelease
lease
payments
paymentsyou’ve
you’vebeen
beenmaking
makingfor
forthe
thepast
pastten
tenmonths
months
toward
towardthe
thepurchase
purchaseof
ofyour
yourSako
Sako600
600copier.
copier.
Company
Companypolicy
policydoes
doesnot
notallow
allowsuch
suchconversion.
conversion.Have
Haveyou
you
ever
everwondered
wonderedwhy
whywe
wecan
canoffer
offersuch
suchlow
lowleasing
leasingand
and
purchase
purchaseprices?
prices?Obviously,
Obviously,we
wecouldn’t
couldn’tstay
stayin
inbusiness
business
long
longififwe
weagreed
agreedto
toproposals
proposalssuch
suchas
asyours.
yours.
You’ve
You’vehad
hadthe
theSako
Sako600
600copier
copierfor
forten
tenmonths
monthsnow,
now,Mr.
Mr.
Waters,
Waters,and
andyou
yousay
sayyou
youlike
likeits
itsversatility
versatilityand
andreliability.
reliability.
Perhaps
Perhapswe
wecould
couldinterest
interestyou
youin
inanother
anotherSako
Sakomodel
model––one
one
that’s
that’smore
morewithin
withinyour
yourprice
pricerange.
range.Do
Dogive
giveus
usaacall.
call.
Sincerely,
Sincerely,
Mary Ellen Guffey, Business Communication:
Ch. 11,
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.
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.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Improved Customer
Request Refusal
Activity 11.7
“After” Version
Mary Ellen Guffey, Business Communication:
Ch. 11,
Customer Request Refusal: “After” Version
Dear
DearMr.
Mr.Waters:
Waters:
We’re
We’rehappy
happyto
tolearn
learnthat
thatyou
youare
areenjoying
enjoyingthe
theuse
useof
ofthe
the
Sako
Sakocopier
copieryou’ve
you’vebeen
beenleasing
leasingfor
forthe
thepast
pastten
tenmonths.
months.
Like
Likeour
ourmany
manyother
othercustomers,
customers,you
youhave
havediscovered
discoveredthat
that
Sako
Sakocopiers
copiersoffer
offerremarkable
remarkableversatility
versatilityand
andreliability.
reliability.
One
Oneof
ofthe
thereasons
reasonswe’re
we’reable
ableto
tooffer
offerthese
theseoutstanding
outstanding
copiers
copiersatatsuch
suchlow
lowleasing
leasingrates
ratesand
andequally
equallylow
lowpurchase
purchase
prices
pricesisisthat
thatwe
wemaintain
maintainaaslim
slimprofit
profitmargin.
margin.IfIfour
our
program
programincluded
includedaaprovision
provisionfor
forapplying
applyinglease
leasepayments
payments
toward
towardthe
thepurchase
purchaseprice,
price,our
ouroverall
overallprices
priceswould
wouldhave
haveto
to
be
behigher.
higher.Although
Althoughlease
leasepayments
paymentscannot
cannotbe
becredited
credited
toward
towardpurchase
purchaseprice,
price,we
wecan
canoffer
offeryou
youother
otherSako
Sakomodels
models
Mary Ellen Guffey, Business Communication:
Ch. 11,
Customer Request Refusal: “After” Version
that
thatare
arewithin
withinyour
yourprice
pricerange.
range.The
TheSako
Sako400
400delivers
deliversthe
the
same
samereliability
reliabilitywith
withnearly
nearlyas
asmany
manyfeatures
featuresas
asthe
theSako
Sako
600.
600.
Please
Pleaselet
letus
usdemonstrate
demonstratethe
theSako
Sako400
400to
toyour
yourstaff
staffin
inyour
your
office,
office,Mr.
Mr.Waters.
Waters.Our
Ourrepresentative,
representative,Tracy
TracyWilson,
Wilson,will
will
call
callyou
yousoon
soonto
toarrange
arrangeaatime.
time.
Sincerely,
Sincerely,
Mary Ellen Guffey, Business Communication:
Ch. 11,
End
Mary Ellen Guffey, Business Communication:
Ch. 11,
Negative News
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Copyright © 2003
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
Mary Ellen Guffey, Business Communication:
Ch. 11,
The Indirect Pattern
Buffer
Buffer
Mary Ellen Guffey, Business Communication:
Ch. 11,
The Indirect Pattern
Buffer
Buffer
Reasons
Reasons
Mary Ellen Guffey, Business Communication:
Ch. 11,
The Indirect Pattern
Buffer
Buffer
Reasons
Reasons
Bad
BadNews
News
Mary Ellen Guffey, Business Communication:
Ch. 11,
The Indirect Pattern
Buffer
Buffer
Reasons
Reasons
Bad
BadNews
News
Close
Close
Mary Ellen Guffey, Business Communication:
Ch. 11,
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
Mary Ellen Guffey, Business Communication:
Ch. 11,
The Indirect Pattern
• CLOSE – a personalizing, forwardlooking, pleasant statement
Mary Ellen Guffey, Business Communication:
Ch. 11,
Avoiding Three Causes
of
Legal Problems
Mary Ellen Guffey, Business Communication:
Ch. 11,
Avoiding Three Causes
of
Legal Problems
1. Abusive language
Defamation – use of any language that harms a
person’s reputation
Libel – written defamation
Slander – spoken defamation
2. Careless language
Statements that are potentially damaging or that
could be misinterpreted (the factory is too
hazardous for tour groups).
Mary Ellen Guffey, Business Communication:
Ch. 11,
Avoiding Three Causes
of
Legal Problems
3. “Good-guy” syndrome
Statements that ease your conscience or make
you look good (I thought you were an excellent
candidate, but we had to hire . . . ).
Mary Ellen Guffey, Business Communication:
Ch. 11,
Acting Cautiously
• As an agent of an organization, be
sure your views reflect those of your
organization.
• Use plain paper for your personal
views or personal business.
• Avoid supplying information that
could be misused.
• Don’t admit or imply responsibility
without checking with legal counsel.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Refusing Routine
Requests
Mary Ellen Guffey, Business Communication:
Ch. 11,
Buffer
Mary Ellen Guffey, Business Communication:
Ch. 11,
Reasons
• Justify the bad news with objective
reasons (except in credit denials).
• Use resale, if appropriate, to restore
the customer’s confidence.
• Avoid blaming the customer or
hiding behind company policy.
• Look for reader benefits.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Bad News
• State the bad news objectively or
imply it.
• Use resale or sales promotion only if
you think doing so will not be
offensive.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Close
• Suggest an action or an alternative.
• Look forward to future business,
offer best wishes, refer to gifts.
• Don’t mention the bad news.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Managing Negative
Organization News
Mary Ellen Guffey, Business Communication:
Ch. 11,
Buffer
• Provide some good news (if
possible), praise, appreciation,
agreement, or understanding.
• Discuss facts leading to the reasons
section.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Reasons
• Explain what caused the decision
necessitating the bad news.
• Use objective, nonjudgmental, and
nondiscriminatory language.
• Show empathy and fairness.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Bad News
• Explain the bad news clearly, but
don’t accentuate it.
• Avoid negative language.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Close
• End on a positive, friendly note.
• For job refusals, extend good
wishes.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Ineffective Customer
Request Refusal
Activity 11.7
“Before” Version
Mary Ellen Guffey, Business Communication:
Ch. 11,
Customer Request Refusal: “Before” Version
Dear
DearMr.
Mr.Waters:
Waters:
Unfortunately,
Unfortunately,we
wecannot
cannotallow
allowyou
youto
toapply
applythe
thelease
lease
payments
paymentsyou’ve
you’vebeen
beenmaking
makingfor
forthe
thepast
pastten
tenmonths
months
toward
towardthe
thepurchase
purchaseof
ofyour
yourSako
Sako600
600copier.
copier.
Company
Companypolicy
policydoes
doesnot
notallow
allowsuch
suchconversion.
conversion.Have
Haveyou
you
ever
everwondered
wonderedwhy
whywe
wecan
canoffer
offersuch
suchlow
lowleasing
leasingand
and
purchase
purchaseprices?
prices?Obviously,
Obviously,we
wecouldn’t
couldn’tstay
stayin
inbusiness
business
long
longififwe
weagreed
agreedto
toproposals
proposalssuch
suchas
asyours.
yours.
You’ve
You’vehad
hadthe
theSako
Sako600
600copier
copierfor
forten
tenmonths
monthsnow,
now,Mr.
Mr.
Waters,
Waters,and
andyou
yousay
sayyou
youlike
likeits
itsversatility
versatilityand
andreliability.
reliability.
Perhaps
Perhapswe
wecould
couldinterest
interestyou
youin
inanother
anotherSako
Sakomodel
model––one
one
that’s
that’smore
morewithin
withinyour
yourprice
pricerange.
range.Do
Dogive
giveus
usaacall.
call.
Sincerely,
Sincerely,
Mary Ellen Guffey, Business Communication:
Ch. 11,
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.
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.
Mary Ellen Guffey, Business Communication:
Ch. 11,
Improved Customer
Request Refusal
Activity 11.7
“After” Version
Mary Ellen Guffey, Business Communication:
Ch. 11,
Customer Request Refusal: “After” Version
Dear
DearMr.
Mr.Waters:
Waters:
We’re
We’rehappy
happyto
tolearn
learnthat
thatyou
youare
areenjoying
enjoyingthe
theuse
useof
ofthe
the
Sako
Sakocopier
copieryou’ve
you’vebeen
beenleasing
leasingfor
forthe
thepast
pastten
tenmonths.
months.
Like
Likeour
ourmany
manyother
othercustomers,
customers,you
youhave
havediscovered
discoveredthat
that
Sako
Sakocopiers
copiersoffer
offerremarkable
remarkableversatility
versatilityand
andreliability.
reliability.
One
Oneof
ofthe
thereasons
reasonswe’re
we’reable
ableto
tooffer
offerthese
theseoutstanding
outstanding
copiers
copiersatatsuch
suchlow
lowleasing
leasingrates
ratesand
andequally
equallylow
lowpurchase
purchase
prices
pricesisisthat
thatwe
wemaintain
maintainaaslim
slimprofit
profitmargin.
margin.IfIfour
our
program
programincluded
includedaaprovision
provisionfor
forapplying
applyinglease
leasepayments
payments
toward
towardthe
thepurchase
purchaseprice,
price,our
ouroverall
overallprices
priceswould
wouldhave
haveto
to
be
behigher.
higher.Although
Althoughlease
leasepayments
paymentscannot
cannotbe
becredited
credited
toward
towardpurchase
purchaseprice,
price,we
wecan
canoffer
offeryou
youother
otherSako
Sakomodels
models
Mary Ellen Guffey, Business Communication:
Ch. 11,
Customer Request Refusal: “After” Version
that
thatare
arewithin
withinyour
yourprice
pricerange.
range.The
TheSako
Sako400
400delivers
deliversthe
the
same
samereliability
reliabilitywith
withnearly
nearlyas
asmany
manyfeatures
featuresas
asthe
theSako
Sako
600.
600.
Please
Pleaselet
letus
usdemonstrate
demonstratethe
theSako
Sako400
400to
toyour
yourstaff
staffin
inyour
your
office,
office,Mr.
Mr.Waters.
Waters.Our
Ourrepresentative,
representative,Tracy
TracyWilson,
Wilson,will
will
call
callyou
yousoon
soonto
toarrange
arrangeaatime.
time.
Sincerely,
Sincerely,
Mary Ellen Guffey, Business Communication:
Ch. 11,
End
Mary Ellen Guffey, Business Communication:
Ch. 11,