Chapter 7
Negative Messages
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy
© 2013 Cengage Learning ● All Rights Reserved
Communicating Bad News: Goals
© 2013 Cengage Learning ● All Rights Reserved
 Explaining clearly and concisely—to help receiver
understand and accept the bad news
 Projecting a professional image—to promote a
positive image of yourself and your organization
 Conveying empathy and sensitivity—to show
respect for the receiver
 Being fair—to show that the decision was impartial
and rational
 Maintaining friendly relations—to show your desire
to continue relations with the receiver
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 2
Common Reactions to Bad News
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 Delivery delay
 Product recall
 Credit refusal
 Billing error
 Price increase
 Layoffs
 Disappointment
 Irritation
 Anger
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 3
How to Diminish Negative Feelings
© 2013 Cengage Learning ● All Rights Reserved
 Let the reader
know the
reasons for
the rejection.
 Reveal the
bad news with
sensitivity.
 Disappointment
 Irritation
 Anger
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 4
The Indirect Strategy
Buffer
Reasons
Bad
News
Closing
© 2013 Cengage Learning ● All Rights Reserved
 Use the indirect strategy when you care
about how a message will affect the receiver.
 The indirect strategy prepares the reader
before receiving the bad news, thus
softening the impact of the bad news.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 5
When to Use the Indirect Strategy
© 2013 Cengage Learning ● All Rights Reserved
 Bad news is personally
upsetting
 Receiver will have a
hostile reaction
 Customer relations will
be threatened
 Bad news is unexpected
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 6
Possible Buffers
Buffer
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



Bad
News
Reasons
Best news
Compliment
Appreciation
Agreement




Closing
Facts
Understanding
Review
Apology
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 7
Presenting the Reasons
Buffer
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




Reasons
Bad
News
Closing
Explain clearly.
Cite reader or other benefits, if possible.
Explain company policy, if relevant.
Choose positive words.
Show that the matter was treated
seriously and fairly.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 8
Revealing the Bad News
Buffer
Bad
News
Reasons
Closing
© 2013 Cengage Learning ● All Rights Reserved
To reveal the bad news with sensitivity, apply the
following techniques for cushioning the bad news:
 Avoid the spotlight.
 Use a long sentence.
 Place the bad news in a
subordinate clause.
 Be clear but not overly
graphic.




Use passive-voice verbs.
Accentuate the positive.
Imply the refusal.
Suggest a compromise
or alternative.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 9
Closing Pleasantly
Buffer
Reasons
Bad
News
Closing
Avoid poor endings:
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



Cliché (We apologize for any inconvenience this may cause.)
Insincere (We regret this with all our hearts.)
Inappropriate (We really screwed up.)
Self-serving (You made us feel so bad.)
Options for personalizing the closing
 A forward look
 An alternative
 Good wishes
 Freebies
 Resale or sales
promotion
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 10
Writing Plan: Rejecting Requests
Buffer
Reasons
Bad
News
Closing
© 2013 Cengage Learning ● All Rights Reserved
Start with a neutral statement on which
both reader and writer can agree:
 Compliment
 Appreciation
 Review of facts
 Apology
Include a key idea or word that acts as a
transition to the reasons.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 11
Writing Plan: Rejecting Requests
Buffer
Reasons
Bad
News
Closing
© 2013 Cengage Learning ● All Rights Reserved
 Present valid reasons for the refusal.
 Avoid words that create a negative
tone.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 12
Writing Plan: Rejecting Requests
Buffer
Reasons
Bad
News
Closing
© 2013 Cengage Learning ● All Rights Reserved
 Position the bad news strategically, using
the passive voice, accentuating the
positive, or implying a refusal.
 Suggest a compromise, alternative, or
substitute, if possible.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 13
Writing Plan: Rejecting Requests
Buffer
Reasons
Bad
News
Closing
© 2013 Cengage Learning ● All Rights Reserved
 Renew good feelings with a positive statement.
 Avoid referring to the bad news.
 Include resale or sales promotion material, if
appropriate.
 Look forward to continued business.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 14
END
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy
© 2013 Cengage Learning ● All Rights Reserved