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Copyright © 2013 Cengage Learning
8e
COMMUNICATING IN BUSINESS
Chapter 8Writing Bad-News Messages
Copyright © 2013 Cengage Learning
Bad-News Messages
Examples Planning
Replying Announcing
Copyright © 2013 Cengage Learning
Examples Planning
Replying Announcing
Bad-News Messages
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Examples | Planning | Replying | Announcing
High Stakes in Communicating Bad News
UBS CEO Memo Following $2.3B Loss: "The buck stops with me"A 31-year-old trader has caused close to $2.3 billion in losses for Swiss bank UBS. Unauthorized, speculative (means guessing) trades over three months apparently went unnoticed until the trader's recent arrest. UBS is expected to be able to take the loss, but authorities are investigating the firm for a possible downgrade.
Link to the full story on the blog.
Copyright © 2013 Cengage Learning
Bad-News Messages
Examples Planning
Replying Announcing
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Examples | Planning | Replying | Announcing
Goals in Communicating Bad News
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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Examples | Planning | Replying | Announcing
What Is the Best Medium for the Message?
Canceling a contract with a long-time
supplier
Phone Call
Letter
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Examples | Planning | Replying | Announcing
What Is the Best Medium for the Message?
Canceling a contract with a long-time
supplier
Phone Call
Letter
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Examples | Planning | Replying | Announcing
What Is the Best Medium for the Message?
Canceling a contract with a long-time
supplier
Phone Call
Letter
Firinga new
employee who works across the
country
In-Person
Visit
Phone Call
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Examples | Planning | Replying | Announcing
What Is the Best Medium for the Message?
Canceling a contract with a long-time
supplier
Phone Call
Letter
Firinga new
employee who works across the
country
In-Person
Visit
Phone Call
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Examples | Planning | Replying | Announcing
Planning a Bad-News Message
Organizing to Suit Your Audience
Justifying Your Decision
Giving the Bad News
Closing on a Pleasant Note
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Examples | Planning | Replying | Announcing
Organizational Plans for Bad News
When to Use the Direct Plan
• The bad news is insignificant• The reader prefers directness• The reader expects a “no” response• The writer wants to emphasize the news
When to Use the Indirect Plan
• The reader reports to you or is a customer• The reader prefers the indirect plan• You don’t know the reader
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How to Use the Direct Plan
Present a brief rationale along
with the bad news
Follow with explanations
End with a friendly closing
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How to Use the Indirect Plan
What are the four elements of a bad-news message that uses the indirect plan?
a. Bad news, apology, explanation, and close
b. Buffer, apology, bad news, and explanation
c. Buffer, explanation, bad news, and close
d. Bad news, alternative, apology, and close
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Examples | Planning | Replying | Announcing
How to Use the Indirect Plan
What are the four elements of a bad-news message that uses the indirect plan?
a. Bad news, apology, explanation, and close
b. Buffer, apology, bad news, and explanation
c. Buffer, explanation, bad news, and close
d. Bad news, alternative, apology, and close
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Examples | Planning | Replying | Announcing
Opening Buffer Statements
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
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Examples | Planning | Replying | Announcing
Opening Buffer Statements
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
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Examples | Planning | Replying | Announcing
Justifying Your Decision
Stress reasons that benefit others
State reasons using positive language
Explain the rationale for the “company policy”
State reasons concisely to avoid impatience
Present strongest reasons first
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Examples | Planning | Replying | Announcing
Giving the Bad News
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
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Examples | Planning | Replying | Announcing
Closing on a Pleasant Note
Approaches to Avoid
• Apologizing• Anticipating Problems• Inviting Needless Communication• Repeating the Bad News• Using a Cliché• Revealing a Doubt• Sounding Selfish
Techniques to Use
• Offering Best Wishes• Suggesting a Counterproposal• Directing to Other Sources• Referring to Sales Promotions
Copyright © 2013 Cengage Learning
Bad-News Messages
Examples Planning
Replying Announcing
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Examples | Planning | Replying | Announcing
Rejecting an Idea
Think about a time when you presented an idea that was not accepted. How did the person respond? How did you feel?
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Refusing a Customer Request
Use the indirect plan if the reader is emotionally involved in the situation
Use impersonal, neutral language to explain the reasons for the refusal
Offer a small compromise to help retain the customer’s goodwill
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“United Breaks Guitars”
Watch Dave Carroll’s first video.
Watch the CNN news story.
Read the Harvard Business case
.
Copyright © 2013 Cengage Learning
Bad-News Messages
Examples Planning
Replying Announcing
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Bad News about Normal Operations
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Yahoo!’s Layoff Plan
Look at the PPT slides
What is your reaction to Yahoo!’s PowerPoint slides for managers?
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Examples | Planning | Replying | Announcing
Bank of America Will Cut 30,000 Jobs
Bank of America is cutting more jobs. Following the 6,000 jobs lost earlier this year, a $5 million investment by Warren Buffett's Berkshire Hathaway Inc., and a management-team shake-up, the company will lose 30,000 jobs in attempt to scale down the largest bank in the country.
CEO Brian Moynihan has some explaining to do. The stock is down 48% this year, and the Bank is still paying for what some believe were poor acquisitions of Merrill Lynch and, particularly, Countrywide. BofA wins the dubious honor of having the largest number of cuts this year.
Link to the full story on the blog.
Copyright © 2013 Cengage Learning
Additional Video Suggestions
Video Example
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“United Breaks Guitars”
• How did United go wrong in responding to the Dave Carroll?
• Why do you think his video and story became so popular? What are the implications for other companies?
Video Example
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Describing Layoffs in Up in the Air
• What is your reaction to Natalie’s “script” for communicating layoffs? Is this useful, unethical, or something else?
• What is your reaction to Ryan’s description of their purpose? Is this an effective analogy?
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