Writing assignment of MGMT 306
YellowSnowman
lecture_bad_news.pdf
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Bad News
Writing sensitive or negative messages requires careful thought. You must decide how direct or indirect your message should be and then choose words that maintain a professional relationship despite the problems
Research has shown that people form their impressions and attitudes very early when reading. At the same time, bad news is easier to accept when the reasons behind it are explained first
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Bad News
For this reason, presenting bad news indirectly is often more effective than presenting it directly, especially if the stakes are high
Furthermore, when drafting international correspondence, keep in mind that many cultures are much less direct in their communications than Americans
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Make your decision clear
Help your audience accept
the message
Maintain a goodwill
relationship
Prevent further unnecessary discussion
Preserve the company’s image
Protect the company against
lawsuits
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Goals
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Refusing
When you receive a request to which you must give a negative reply, you may need to write a refusal message containing bad news—something your reader does not want to receive
Refusals often vary with what is at stake for the writer or the reader
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Context ("buffer")
Explanation Bad News Goodwill
Close
Refusing
Context
The opening (often called a "buffer") should provide a context for the subject and establish a professional tone
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Context
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Neutral
Relevant
Supportive
Interesting
Short
What is the goal of a buffer statement in a bad-news message?
a. To establish or strengthen the reader-writer relationship
b. To apologize for the bad news
c. To summarize the bad news
d. To hint at the bad news
Context
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Neutral
Relevant
Supportive
Interesting
Short
What is the goal of a buffer statement in a bad-news message?
a. To establish or strengthen the reader-writer relationship
b. To apologize for the bad news
c. To summarize the bad news
d. To hint at the bad news
Explanation
The explanation should review the details or facts that lead to the refusal. Give the negative message simply, based on the facts. Do not belabor the bad news or provide an inappropriate apology
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Explanation
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Stress reasons that benefit others
State reasons using positive language
Explain the rationale for the “company policy”
Present strongest reasons first
Bad News
Neither the details nor an overdone apology can turn bad news into something positive. Your goal should be to establish for the reader that you have been reasonable given the circumstances. You need to organize the explanation carefully and logically
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Bad News
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Present bad news as a logical outcome
State the bad news in positive and impersonal language
Do not apologize unless you’re at fault
Make the refusal definite
Goodwill Close
The closing should establish (or reestablish) a positive relationship through goodwill or helpful information
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Goodwill Close
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• Apologizing
• Anticipating Problems
• Inviting Needless Communication
• Repeating the Bad News
• Using a Cliché
• Revealing a Doubt
• Sounding Selfish
Approaches to Avoid
• Offering Best Wishes
• Suggesting a Counterproposal
• Directing to Other Sources
• Referring to Sales Promotions
Techniques to Use
Tips for Success
For a rejected proposal, express appropriate and genuine appreciation for the reader's time, effort, and interest. Thoroughly detail the reasons for the refusal with the goal of convincing the reader that the conclusion is reasonable. State the negative message concisely, clearly, and as positively as possible. Close by working to reestablish goodwill and avoid rehashing the bad news
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Tips for Success
Unless the stakes are low, opening with bad news can affect your reader negatively. The ideal refusal says "no" in such a way that you avoid antagonizing your reader while maintaining goodwill. You must convince your reader that the reasons for refusing are logical or understandable before you present the bad news
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Refusing
Here's an example of a poorly structured refusal letter:
Dear Ms. Espinoza:
Your application for the position of dental hygienist is rejected. We found someone more qualified than you.
Good luck,
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Refusing
(To quote Thomas Hobbes) this letter is nasty, brutish, and short. The writer has not even tried to consider how the recipient feels. The pattern of the letter is:
1. Bad news
2. Curt explanation
3. Kiss-off close
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Complaining
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By the time you need to write a complaint letter, you may be angry. If your letter ref lects your annoyance and anger, you can come across as petty and irrational
The best complaint letters—the ones taken seriously—do not sound complaining
Complaining
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Concise
Authoritative
Factual
Constructive
Friendly
Concise
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Concise letters are understood quickly People in complaint departments receive many letters. The only letters that are fully read are the most concise, clear, and compact letters. Letters that ramble on or are vague will not be read fully. It's simple—to get action, your letter must be read. To be read, your letter must be concise. A concise complaint must make its main point in less than five seconds. The letter may subsequently take more time to explain the situation, but the main point must be understood quickly
Concise
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If the situation is complex with a lot of history, it's a good idea to keep the letter short and concise, and then append or attach the details, in whatever format is appropriate (photocopies, written notes, explanation, etc). This allows the reader to understand the main point without having to read twenty pages of history and detail
Do not bury your main points in a long letter. Make your main points in a short letter, and attach the details
Authoritative
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Authoritative letters have credibility An authoritative letter is especially important for serious complaints or one with significant financial implications
To make a letter authoritative, the writing must be both firm and clear, the grammar and spelling perfect, and the presentation of the letter professional
You want to establish that you can be trusted and believed, you know your facts, and you have a point
Factual
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Factual letters help the reader immediately see the relevant details, dates, requirements, etc., and to justify action to resolve the complaint
You want your complaint resolved. That means the organization must spend money. And that requires accountability and justification for the expense
Put another way, without sufficient justification, the problem can't be resolved
Always include relevant dates, names, and details. Make sure to include all the necessary facts that justify your complaint
But be concise. Just the key facts!
Constructive
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Constructive letters with positive statements suggest positive actions and encourage quicker decisions
State the facts and then suggest what needs to be done
Say that you'd like to find a way forward, rather than terminate the relationship
If you tell them you're taking your business elsewhere and that you will never use them again, there's less incentive to help you
Most companies appreciate customers who stay loyal and will work through difficulties, rather than jump ship when there's a problem
You want your complaint to be seen as an opportunity to improve things
Friendly
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Friendly letters that have a considerate, cooperative, and complimentary tone, encourage the reader to respond positively
Not surprisingly, threatening people does not produce good results
A friendly approach encourages the reader to reciprocate. He or she will want to build the relationship and keep you as a loyal customer
People like helping nice people. People do not like helping angry people who attack them
This is the most important rule of all when complaining. Be kind to people and they will be kind to you
Complaining
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Identify the problem or faulty item(s) and include relevant information such as invoice numbers, part names, and dates, as well as a copy of the receipt, bill, or contract
Explain logically, clearly, and specifically what went wrong—especially for a problem with a service. (Avoid speculating about why you think a problem occurred)
State what you expect the reader to do to solve the problem to your satisfaction
Complaining
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Think in terms of the acronym AIDA: attention, interest, desire, action. This is the fundamental process of persuasion
Yes, complaint letters are persuasive letters
A complaint letter seeks to persuade the reader to do what you want
Tips for Success
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Remember the person who receives your complaint may not be the one who was responsible for the problem
An effective letter should assume that the recipient will conscientiously correct the problem
To reach someone who can help you in a large company, first check the Web site or call the main office so that you can address your letter to the appropriate person or department (often Customer Service, Consumer Affairs, etc.)
In smaller companies, you might write to a vice president in charge of sales or service. For very small businesses, write directly to the owner
