Академический Документы
Профессиональный Документы
Культура Документы
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The Direct Approach
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The Indirect Writing
Plan
Prepares receiver for negative news
Gives details concerning decision
Relates negative news
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The Indirect Writing Plan
Begin with a buffer
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Begin with a Buffer
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Provide Reasons and Information
Guide your readers
Provide support
Suggest benefits
Minimize policy
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Examples
As is typically the case in informational
messages, the explanation and reasons provide
the transitional element from the opening to the
kinds of win-win solutions possible.
Neither company policy nor the size of the
organization (either large or small) is a real
reason—if you have a policy, you should have a
reason for it.
Also note that one absolute reason is
sufficient. Use more than one reason only when
the individual reasons are weak—and be sure
you have a good reason before saying no
automatically.
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Examples
When we examined your ABC, we discovered that
the video card had been installed incorrectly, which
caused a number of circuits to short out. [Provides
transition from the opening to the reason for the
refusal. Note that passive voice helps subordinate
what is probably the reader’s mistake.]
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Examples
When possible, be specific about the ways in which you
can help the reader meet his or her needs, even though
you are unwilling or unable to do things in the way he
or she requested or desires.
Your refusing to extend credit now, for example, may
keep your reader out of future credit difficulties.
Subordinate the negative information itself by
emphasizing a positive alternative, using positive
language, and avoiding blaming the reader for having
caused problems. .
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Examples
Although the improper installation of the
video card nullifies the warranty on your
ABC, we can repair the ABC and reinstall the
video card for $479.
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Close With Confidence
Keep it positive
Remain confident and optimistic
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Examples
When the reader needs to do something
specific—return a form, confirm an alternative,
or make a decision—make sure that he or she
knows exactly what he or she needs to do
and with appropriate deadline.
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Examples
The ABC is an excellent value, and once your
machine is repaired, it can provide you with years of
excellent service.
The enclosed menus show you the banquet options
available for lunch and dinners. Whatever you
choose, you can be sure that we will provide your
organization with the finest food and service
available.
In addition to custom letterhead stock and
envelopes, we offer a complete line of specialty
brochure stock and mailers. Because you are a new
customer, I have included a complete catalog and
sampler case with the letterhead you ordered.
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Why should the sender
of negative news use
positive words for this
type of message?
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Using Positive Words
Sets favorable tone
Makes message acceptable to receiver
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Why are receiver interests
and benefits emphasized
in negative messages?
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The message goal is for
the receiver to……..
Agree with negative news
Accept decision as the best alternative
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Important!
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Implying Negative
Information
Softens bad news
Allows sender to present negative information
in positive terms
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Why should senders of
bad news messages avoid
apologies?
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Apologies are avoided
because they call further
attention to the negative
situation.
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Kinds of Negative Messages
Routine Matters
The Status of Transactions
Claims and Adjustments
Organizational News
Negative Announcements
Crisis Communication
Employment Applications
Recommendation Letters
Performance Reviews
Termination Letters 27
Example
• For example, you are aware that production in the
past month was decreasing due to uncommon
mistakes; obviously you want to pick up
production toward the increasing direction, so you
must notify the employees of the bad news of the
previous month.
• If expressed correctly your employees will be more
aware of the situation and start paying close
attention to these uncommon mistakes and soon
enough you have production going right back up!
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Example ( cont)
Always remember that a negative message is
a key to success.
You need negative messages to show the
employees where they stand
If you do not use this key, how can your
employees improve in their weaknesses?
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Examples
When the reader has been at fault by not supplying
complete order information, the writer’s principal task
is to obtain the information required to complete the
order without accusing the reader of having written an
inadequate order.
Not this: You forgot to specify which brand of
multivitamins you desired.
Say this: So that you can receive the brand of
multivitamins you prefer, please use the enclosed card
[or “reply to this email message”] to indicate your
choice.
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Examples
When the writer or writer’s company is responsible for
the delay or refusal, the writer’s principal task is to
persuade the reader either to wait until the order can be
filled or to retain faith in the writer’s company or its
products in spite of having to order elsewhere.
Not this: Due to manufacturing difficulties, we will be
unable to send the two dozen 5-inch attaché cases for
about three weeks.
Say this: We will be able to send the 5-inch attaché
cases in three weeks.
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Examples
Avoid thanking the reader for an incomplete or
declined order because it misleads the reader
into thinking that you have filled it.
Be careful to avoid accusatory language, such
as you failed or you neglected. Consider using passive
voice to avoid a direct accusation.
Not this: You failed to specify the fabric
options on p. 2 of the order form.
Say this: The fabric options on p. 2 of the
order form needs to be completed so that we can
meet all your uniform needs.
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Examples
If negative announcements and reminders are to be
read and taken seriously, they must offer the reader
something of value. When you can, offer real and
specific benefits. You should, at least, offer to discuss
the situation with the reader so that you can reach an
agreement.
Not this: I regret to inform you that your admission
to candidate status has been delayed until you complete
the following requirements.
Say this: Before your admission to candidate status,
you will need to complete the following requirements.
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Examples ( cont)
Not this: On March 3, we sent you the
accidental injury forms and requested that you
return the forms to the Coronary Clinic. It’s
now March 27, and we have not yet received
your reply.
Say this: To receive your check from America
First Insurance, you will need to file the
accidental injury forms we sent you on March 3.
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Please read the chapter on
Negative Messages in the text
book!
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