how to convey bad news

CONVEYING BAD NEWS EFFECTIVELY

BUSINESS COMMUNICATION

DEPARTMENT OF BUSINESS AND INDUSTRIAL

MANAGEMENT

TERM ASSIGNMENT 2014-15


FYMBA- SEM-I

SECTION-A

TOPIC: HOW TO CONVEY BAD NEWS TO OTHERS

BY,

16: CHAWLA DIVYA

23: GANDHI SANI

43: LADHNI ROMA

44: LAPSIWALA MANSI

47: MAKWANA KALPESH

57: MODI NANCY

SUBMITTED ON -19TH DECEMBER, 2014

SUBMITTED TO – DR. MANISH SIDDHPURIYA



Introduction

Communicating negative news is a fact of life for all business professionals, from

rejecting job applicants to telling customers that shipments will be late to turning down

speaking invitations.

Bad news messages are challenging to write because we know our readers will not be

happy to receive the news.

These messages say "no" to the reader:

o No, you will not get your loan No,

o you aren't being hired No,

o you didn't get the scholarship

o No, you aren't accepted into the college of business.

Bad news means the reader will not be able to accomplish his/her goals. For example,

without a loan, a student may have to postpone plans to graduate on time because now

the person has to go to work to raise the money.

So how do we give bad news without destroying our business relationship? You can see

in list at the top of this page that stating bad news directly can often be very damaging

and unnecessarily hurtful.

When you need to deliver bad news, you have five goals:

1) To convey the bad news

2) To gain acceptance for it

3) To maintain as much goodwill a possible with your audience

4) To maintain a good image for our organization

5) If appropriate, to reduce or eliminate the need for future correspondence on the

matter.



Process of developing Bad message

Step 1: Plan Your Message

When planning your message, you can't avoid the fact that your audience does not want

to hear what you have to say. To minimize the damage to business relationships and to

encourage the acceptance of your message, analyze the situation carefully to better

understand the context in which the recipient will process your message.

Be sure to consider your purpose thoroughly – whether it's straightforward (such as

rejecting a job application) of more complicated (such as creating a negative

performance review, in which you not only give the employee feedback on past

performance but also help the person develop a plan to improve future performance.)

Similarly, your audience profile can be simple and obvious in some situations (such as

rejecting a credit request) and far more complex in others (such as telling a business

partner that you've decided to terminate the partnership.)

With a clear purpose and your audience's needs in mind, identify and gather the

information your audience will need in order to understand and accept your message.

Selecting the right medium is critical when delivering negative messages. For example,

you might badly damage a business relationship if you use voice mail to reject a long-

time employee's request for a promotion. Since the employee would surely have some

important questions to ask, and you would certainly want to soothe hurt feelings, a

face-to-face meeting would be the best choice for this situation. However, if your

company received 10,000 credit applications a month, you can't afford to engage every

rejected applicant in a one-on-one conversation. A well written form letter that limits

response options from your readers – so that you don't have to explain the reasons for

your decision already covered in your letter – is a better choice.

Step 2: Write Your Message

Be sure to maintain the you-attitude, and strive for polite language that emphasizes the

positive whenever appropriate.



If your credibility hasn't already been established with an audience, lay out your

qualifications for making the decision in question. Recipients of negative messages who

don't think you are credible are more likely to challenge your decision. That's why, for

example, messages related to late payments are often signed by a higher executive. And

as always, projecting and protecting your company's image is a prime concern. If you're

not careful, a negative answer could spin out of control into negative feelings about

your company.

Choosing positive words instead of negative words.

Choosing Positive Words

Examples of Negative Phrasings Positive Alternatives

Your request doesn't make any sense. Please clarify your request.

The damage won't be fixed for a week. You can pick up your car next week.

Although it wasn't our fault, there will be

an unavoidable delay in your order.

You will receive your order as soon as we

receive the shipment from our supplier,

which we expect to happen within 10 days.

Due to unforeseen circumstances, I won't

be able to attend your meeting.

Because my flight has been delayed for 3 days,

I will miss for your meeting.

I regret the misunderstanding. I'll do my best to be more clear from now on.

I was shocked to learn that you're

unhappy.

Thank you for sharing your concerns about

the service you received while shopping .

Unfortunately, we haven't received your

payment.

Your payment hasn't arrived yet.

Employees cannot park in the customer

parking lot.

Employees should park in the employee

parking lot.

The enclosed statement is wrong. Please recheck the enclosed statement.

Step 3: Complete Your Message

Your need for careful attention to detail continues as you complete your message.

Revise your content to make sure everything is clear, complete, and concise – bearing in



mind that even small flaws are magnified as readers react to your negative news.

Produce clear, professional documents, and proofread carefully to eliminate mistakes.

Finally, be especially sure that your negative messages are delivered promptly and

successfully.

HOW TO DEVELOP NEGATIVE MESSAGES

Effective bad news messages convey the negative information the customer must

receive with an eye toward keeping future business.

Without even thinking about it, you've probably been using both the direct and indirect

approaches to deliver bad news your entire life. When you come right out and tell

somebody some bad news, you're using a direct approach. When you try to soften the

impact by easing your way into the conversation before delivering the bad news, you're

using an indirect approach.

Most bad news messages will be better accepted by our readers if we use the indirect

approach.

The Indirect Approach for Negative Messages

1. Open with a Buffer

The first step in using the indirect approach is to write a buffer, a neutral, non-

controversial statement that is closely related to the point of the message. A buffer

establishes common ground with your reader; moreover, if you're responding to a

request, a buffer validates that request. Some critics believe that using a buffer is

manipulative and unethical, even dishonest.

However, buffers are unethical only if they're insincere or deceptive. Showing

consideration for the feelings of others is never dishonest.

A poorly written buffer might underestimate the reader's concerns, divert attention

from the problem with insincere flattery or irrelevant material, or mislead the reader

into thinking your message actually contains good news.

Here are several types of effective buffers you could use to tactfully open a negative

message.



o Appreciation: Thank you for applying for a Barklay's line of credit.

o Agreement: We both know how hard it is to make a profit in this industry.

o Cooperation: Barklay’s is here to smooth the way for restaurants at the cutting

edge of gourmet dining.

o Understanding: So that you can more easily find the seasonings you need,

enclosed is our brochure.

o Praise: The China House Restaurant clearly has an impressive record of

accomplishment in creating the quality dishes they want. We at Barklays…

Given the damage that a poorly composed buffer can do, consider each one carefully

before you send it. Is it respectful? Is it relevant? Is it neutral, implying neither yes nor

no? Does it provide a smooth transition to the reasons that follow? If you can answer

yes to every question, you can proceed confidently to the next section of your message.

2. Provide Reasons and Additional Information

An effective buffer serves as a stepping stone to the next part of your message, in which

you build up the explanations and information that will culminate in your negative

news. The nature of the information you provide is similar to that of the direct

approach—it depends on the audience and the situation—but the way you portray this

information differs from any portrayal in a direct message because your reader doesn't

know your conclusion yet.

An ideal explanation section leads readers to your conclusion before you come right

out and say it. In other words, before you actually say no, the reader has followed your

line of reasoning and is ready for the answer.

By giving your reasons effectively, you help maintain focus on the issues at hand and

defuse the emotions that always accompany significantly bad news. As you lay out your

reasons, guide your readers' responses by starting with the most positive points first

and moving forward to increasingly negative ones. Provide enough detail for the

audience to understand your reasons, but be concise; a long, roundabout explanation

will just make your audience impatient. Your reasons need to convince your audience



that your decision is justified, fair, and logical. If appropriate, you can use the

explanation section to suggest how the negative news might in fact benefit your reader.

Suppose you work for a multinational company that wants to hire an advertising agency

to support your offices in a dozen different countries, and you receive a proposal from

an agency that has offices in only one of those countries. In your list of reasons, you

could indicate that you don't want to impose undue hardship on the agency by

requiring significant amounts of international travel. However, use this technique with

care; it's easy to insult readers by implying that they shouldn't be asking for the benefits

or opportunities they were seeking in the first place.

Avoid hiding behind company policy to cushion your bad news. If you say, "Company

policy forbids our hiring anyone who does not have two years' supervisory experience,"

you imply that you won't consider anyone on his or her individual merits. Skilled and

sympathetic communicators explain company policy (without referring to it as "policy")

so that the audience can try to meet the requirements at later time.

Consider this response to an employee:

The paragraph above does a good job of stating reasons for the refusal:

o It provides enough detail to logically support the refusal.

o It implies that the applicant is better off avoiding a program in which he or she might

fail.

o It explains the company's policy as logical rather than arbitrary.

o It offers no apology for the decision because no one is at fault.

o It avoids negative personal expressions (such as "You do not meet our requirements")

Because these management positions are quite challenging, the human relations

department has researched the qualifications needed to succeed in them. The

findings show that the two most important qualifications are a bachelor's degree in

business administration and two year's supervisory experience.



3. Continue with a Clear Statement of the Bad News

Now that you've laid out your reasons thoughtfully and logically, and now that readers

are psychologically prepared to receive the bad news, your audience may still reject

your message if the bad news is handled carelessly.

Three techniques are especially useful for saying no as clear and as kindly as possible.

A. De-emphasize the bad news:

o Minimize the space or time devoted to the bad news—without rude it or

withholding any important information.

o Subordinate bad news in a complex or compound sentence ("My department is

already shorthanded, so I'll need all my staff for at least the next two months") This

construction pushes the bad news into the middle of the sentence, the point of least

emphasis.

o Embed bad news in the middle of a paragraph or use parenthetical expression ("Our

profits, which are down, are only part of the picture").

B. Use a conditional (if or when) statement to imply that the audience could

have received, or might someday receive, a favorable answer

o ("When you have more managerial experience, you are welcome to reapply"). Such a

statement could motivate applicants to improve their qualifications.

C. Emphasize what you can do or have done, rather than what you cannot do.

o Say, "We sell exclusively through retailers, and the one nearest you that carries our

merchandise is ..." rather than "We are unable to serve you, so please call your

nearest dealer." Also, by implying the bad news, you may not need to actually state it.

By focusing on the positive and implying the bad news, you make the impact less

personal.

Instead of This Use This

I must refuse your request. I will be out of town on the day you need me.



We must deny your application. The position has been filled.

I am unable to grant your request. Contact use again when you have established…

Much as I would like to attend… Our budget meeting ends too late for me to attend.

We must reject your proposal. We've accepted the proposal from AAA Builders.

4. Close on a Positive Note

As with the direct approach, the conclusion of the indirect approach is your opportunity

to emphasize your respect for your audience, even though you've just delivered

unpleasant news. Express best wishes without ending on a falsely upbeat note. If you

can find a positive angle that's meaningful to your audience, by all means consider

adding it to your conclusion. However, don't try to pretend that the negative news

didn't happen or that it won't affect the reader. Suggest alternative solutions if such

information is available.

Whatever type of conclusion you use, follow these guidelines:

o Avoid a negative or uncertain conclusion. Don't refer to, repeat, or apologize for the

bad news, and refrain from expressing any doubt that your reasons will be

accepted (avoid statements such as "I trust our decision is satisfactory").

o Limit future correspondence. Encourage additional communication only if you're

willing to discuss your decision further (if you're not, avoid wording such as "If you

have further questions, please write").

o Be optimistic about the future. Don't anticipate problems (avoid statements such as

"Should you have further problems, please let us know").

o Be sincere. Steer clear of cliches that are insincere in view of the bad news (if you

can't help, don't say, "If we can be of any help, please contact us").

o Be confident. Don't show any doubt, about keeping the person as a customer (avoid

phrases such as "We hope you will continue to do business with us").



Examples of Bad News Messages

1. Recommendation refusals

2. Request refusals

3. Adjustment refusals

4. Credit refusals

5. Order refusals

Request Refusals

A request refusal is written when a business must refuse a request for contributions,

use of facilities, preferential treatment, or special discounts.

How to write letter

o Begin with a pleasant or neutral statement that relates to the receiver.

o Give at least one reason for the refusal.

o Imply or state the refusal.

o Offer a helpful solution or suggestion.

o End positively without reference to the refusal.

Recommendation refusals

Consider the following three options for providing poor recommendation messages:

1. Inform the person who made the request why you cannot provide a positive

response.

2. Provide only employment dates and omit references to poor performance or

unsatisfactory evaluations.

3. Prepare and transmit an unfavorable written recommendation using the bad

news strategy.

Adjustment Refusals

When you cannot make the requested adjustment, follow the bad news strategy to write

an adjustment refusal.

o Begin with a pleasant, relevant statement.



o Give a factual basis for the refusal.

o Imply or state an impersonal refusal.

o Include a resale statement and/or an offer to help.

o End pleasantly.

Credit Refusals

A credit refusal for a loan, credit card, extended line of credit, or credit purchase should

apply the bad news strategy.

o Begin with a pleasant, timely buffer.

o Give reasons for the refusal.

o Imply or state the refusal.

o Make a counterproposal.

o End with attention on the receiver’s benefits.

Order Refusals

Write an order refusal message when you are unable to fulfill or ship an order in a

timely manner.

o Begin with a buffer.

o Ask for needed information for incomplete orders; give a reason for delayed and

unfilled orders.

o State or imply the delay plan or the refusal.

o Offer a resale or an alternative solution.

o End with a positive statement.



Examples

Refusing credit

Credit refusal letter

HOYT & JENNINGS

32 EAST 48TH STREET

NEW YORK

Mr.Harold grant,

48 Dey Street,

New York.

Dear sir,

May we thank you for your letter of may 5TH and for the names of those whom you were

you were kind enough to give a references?

The information that we have received from them is unfortunately not quite complete

enough for the purposes of our formal records. Would you care to furnish us with futher

reference in order that the account may be properly opened? Or perhaps you would rather

call in person.

Very truly yours.

(Handwritten) F.Burdick,

Credit Managers,

Hoyt & Jennings



Order Refusal Letter

You have received an order for 2,000 packets of Apple Juice to be supplied within two

weeks. But you are not in a position to supply within such time. Reply your customer by

refusing the order. (Order Refusal Letter)

Beverage Hill Co. Ltd.

Gajipur Main Road,

Gajipur

10th March,04

Manager

Proctor Food Ltd.

20, Dhanmondi, Dhaka-1417.

Sub: Refusal of Order NoKV31/04

Dear Sir,

We thank for your order No: 0/31/04 dated March 1, 04 for 2,000 packets of Apple Juice @

Tk. 100 per packet on or before March 20, 04.

But we regret to inform you that we are unable to supply you the goods within the time

specified because our stock of apple Juice has been exhausted and the replenishment of

stock will take at least one month time.

Under these circumstances we can supply you the goods only if you extend the time of

supply by one month.

Yours faithfully

MR. RAFIQUE

Sales service Manager,

Beverage Hill co. Ltd.



Adjustment Refusal letter

Ramble Electronics

Spade Kent

Equipment Manager

P.O. Box 3132

Austin, TX 78703

(315) 565-6789

May 17, 2012

Ms. Kristy Bentley

Columbus, Ohio 45453

(315) 565-6789

Dear Kristy Bentley,

Thank you for your letter about our Go Glow Torch and its non-functional switches. As per

your complaint we are supposed to repair or replace it as per the terms and conditions

provided in the warranty card. We totally agree with the terms and conditions offered by

us.

However, we have found out that the Go Glow Torch purchased by you stands out of

warranty as per our records. We request you to go through the warranty card once again.

Once you are satisfied with our opinion we are willing to repair it for a fee of $20 if and

when you want to. Our representative will pick up the equipment from your place and

delivers it within 24 hours.

Thanks for being in touch with us. We at Ramble Electronics strive constantly for the

highest quality in our products, and we appreciate your feedback.

Yours truly,

SPADE KENT

Business

how to convey bad news