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Negative Messages

What strategy is used for writing


negative messages?

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The Direct Approach

 State the bad news


 Give reasons
 End with a positive close

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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

It can be illustrated like this:


 On a car you have a bumper, when you are in
a collision involving the bumper; the bumper
absorbs the impact and lightens the collision
impact just like a cushion.
 In presenting a negative message you can
compare it to a car collision impact and you
have the “buffer” to absorb the impact just
like the bumper.
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The Indirect Writing Plan
 Start of with saying “Thank you for.... You did
excellent on....” Showing such appreciation will be an
excellent way to start your “buffer.”
 Make sure your “buffer does not sound too good
otherwise when you begin with the negative
message it would be rather hard for the person
to accept it, but do not make the negative message
become obvious in your “buffer” either, giving a
false impression can trigger a bad response

 Follow with reasons


 State the bad news
 End with a positive close
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Examples of Buffers
 Thank you for allowing us to examine your ABC. [In a
letter refusing warranty coverage.]
 Starting 1 May, you will have access to more than 500
channels on Infobahn Cable Service. [In a letter
announcing an increase in rates.]
 You will receive the letterhead stock you ordered within
the next few days. We shipped it by UPS, as you
requested. [In a letter stating that the reader needs to
clarify the type of envelope desired.]

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Begin with a Buffer

 Things to do  Things to avoid


 Show appreciation  Saying “no”
 Pay attention
 A know-it-all tone
 Compliment reader
 Wordy phrases
 Be understanding
 Show sincerity  Apologies
 Lengthy buffers

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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.]

 So that we may continue to bring you the kind of


cable service you desire, please review the enclosed
list of optional packages and new pricing structure
and let us know your preference. [Provides transition
from the opening to the rate increase. Note that the
emphasis is on the reader benefit the increase will
bring.] 11
State the Bad News
 De-emphasize the bad news
 Use a conditional statement
 Focus on the positive

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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.

 Even though our banquet facilities are already


booked for the evening of 15th, we would be
able to accommodate your group for lunch
that day or for lunch or dinner on the 16th.

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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.

 When the reader has no options with your


organization, do your best to promote goodwill
so that, if future opportunities present
themselves, the reader will have a favorable
opinion of you and your organization.
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Examples
 Sales material, including resale or new sales, can
help make a closing effective when it fits in well
with the positive alternative suggested in
blending outcomes.
 Even when sales material is appropriate,
however, be careful to avoid sounding greedy
and selfish. When further action is required, be
specific about who should do what next.

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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!

“For effective communication of negative


information, it is better to say what can be done
rather than what cannot be done.”

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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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