Business Communication Workshop

Course Coordinator: Ayyaz Qadeer

Lecture # 16

We have discussed……

• Organize your material before writing you first draft can prevent rambling and unclear message.

• Direct (Deductive) organizational plan• Writing plan for an information request• Improving openers for routine request letters• Improving closings for routine request letters• Three kinds of goodwill messages• Goodwill Messages: Cards or personalized letters• Tips for writing goodwill messages

We have discussed……

General Plan:• When Seller is at Fault• Buyer or Another at Fault• Plan for Approving Credit• Acknowledging First Orders• Granting Favors• Announcements

Bad-News Messages

Objectives

• Apply the three-step writing process to bad-news messages.

• Show how to achieve an acceptable audience-centered tone.

• Differentiate between the direct and indirect approaches, and discuss when it’s appropriate to use each one.

• Evaluate Buffer Statements• Techniques for deemphasizing Bad News

Objectives

• Derive proper Ending for a Bad-News Message• List three techniques for saying “no.”• Define defamation.• Discuss guidelines for delivering bad news to job

applicants.• Design a plan for refusing Requests or Claims• Design a plan for announcing Bad News to Customers

and Employees

continued

Ch. 8–7

Resolving Business Problems

• Call the individual involved.• Describe the problem and apologize.• Explain

– Why the problem occurred– What you are doing to resolve it– How you will prevent the problem from happening again

• Follow up with a letter that– Documents details discussed in the phone call– Promotes goodwill

The Three-StepWriting Process

Why is writing bad-news messages different from writing good-news messages?

How do you plan bad-news messages?How do you know when to use the direct or

indirect approach when writing bad news messages?

Why is proofreading bad-news messages so critical?

Strategies forBad-News Messages

When delivering bad news, you have five main goals:

– Convey the bad news– Gain acceptance for it– Maintain as much goodwill as possible– Maintain a good image for the organization– Reduce or eliminate the need for future

correspondence on the matter

Creating an Effective Audience-Centered Tone

1. How does the proper tone help your readers accept a bad-news message?

2. What are some negative words or phrases to avoid when writing bad-news?

3. Why does using respectful language help you protect your audience's pride?

11

Indirect (Inductive) Organizational Plan

Bad-News Plan1. Buffer (pleasant or neutral statements, reader-oriented)2. Explanation

a. Necessary data, tactfully statedb. Pertinent favorable, then unfavorable actsc. Reader benefit reasons

3. Decision (implied or expressed) along with offer of additional help or suggestions

4. Positive, friendly closea. Appreciationb. Invitation to further action desiredc. Easy action, dated when desirable (EA)d. Offer of further help, reader benefit (RB)

Using the Direct Approach

• The key is to analyze your reader first.Decide if the reader would like the bad news right away or needs to be eased into it.

• If you know your audience can handle bad news first, use the direct approach.

The direct approach starts with a clear statement of bad news then proceeds to reasons.

How to Write a Buffer

Avoid saying noAvoid saying no

Avoid using an arrogant toneAvoid using an arrogant tone

Avoid wordy and irrelevant languageAvoid wordy and irrelevant language

Avoid apologizingAvoid apologizing

Avoid writing a long bufferAvoid writing a long buffer

Ch. 8–14

Possible Buffers for Opening Bad-News Messages

• Best news• Appreciation• Agreement• Facts• Understanding• Apology

Ch. 8–15

1. Unfortunately, your application for credit has been reviewed negatively.

(Reveals the bad news bluntly.)

How effective is the following opening for a letter that refuses to grant credit?

Evaluating Buffer Statements

Ch. 8–16

2. We are delighted to receive your application for credit.

(Gives the wrong impression.)

How effective is the following opening for a letter that refuses to grant credit?

Evaluating Buffer Statements

Ch. 8–17

3. The recent resurgence of interest in the stock market caught many of us by surprise.

(Is not relevant.)

How effective is the following opening for a letter that refuses to grant credit?

Evaluating Buffer Statements

Ch. 8–18

1. Your request for a monetary contribution has been referred to me for reply.

(Fails to engage the reader.)

How effective is the following opening for a letter that refuses a request for a donation?

Evaluating Buffer Statements

Ch. 8–19

Evaluating Buffer Statements

2. We appreciate the fine work your organization is doing to provide early childhood programs that meet the needs of parents and very young children.

(Compliments the reader but doesn’t imply approval.)

How effective is the following opening for a letter that refuses a request for a donation?

Characteristics of Good Refusal Messages

Provide sufficient detail to make reader accept the message

Provide sufficient detail to make reader accept the message

Imply the reader is better offImply the reader is better off

Explain company policy as being logicalExplain company policy as being logical

Offer no apologyOffer no apology

Avoid personal assaultsAvoid personal assaults

Ch. 8–21

• Avoid the spotlight. Put the bad news in the middle of a paragraph halfway through the message.

• Use a long sentence. Don’t put the bad news in a short, simple sentence.

Techniques for Deemphasizing Bad News

Ch. 8–22

• Place the bad news in a subordinate clause.

Although we have no position for an individual with your qualifications at this time, we are pleased that you thought of us when you started your job search.

Techniques for Deemphasizing Bad News

Ch. 8–23

• Use the passive voice.

Instead of this: We cannot make a contribution at this time.

Try this: A contribution cannot be made at this time.

Techniques for Deemphasizing Bad News

Ch. 8–24

• Be clear but not overly graphic.

Instead of this: Our investigation reveals that you owe three creditors large sums and that you were fired from your last job.

Try this: Our investigation reveals that your employment status and your financial position are unstable at this time.

Techniques for Deemphasizing Bad News

Ch. 8–25

• Imply the refusal.

Instead of this: We cannot contribute to your charity this year.

Try this: Although all our profits must be reinvested in our company this year, we hope to be able to support your future fund-raising activities.

Techniques for Deemphasizing Bad News

Ch. 8–26

Techniques for Deemphasizing Bad News

• Suggest an alternative.

Although the cashmere sweater cannot be sold at the erroneously listed price of $18, we can allow you to purchase this $218 item for only $118.

Recapitulation

• We have discussed how to resolve Business Problems• The Three-Step writing process• Strategies for Bad-News Messages: When delivering

bad news, you have five main goals• How to create an Effective Audience-Centered Tone• Indirect (Inductive) Organizational Plan: Bad News Plan

Recapitulation

• If you know your audience can handle bad news first, use the direct approach

• Buffer statements: Possible Buffers for opening Bad-News Messages

• Evaluation of Buffer statements: Possible issues in writing Buffer in the opening paragraph

• Characteristics of good Refusal Messages• Techniques for deemphasizing Bad News

Thank You