BAD NEWS MESSAGES

A presentation adapted from Ry’s The Business Writer (Houghton Mifflin) (See also Kolin 116-120)

TWO APPROACHES DIRECT: You state the bad news right away. This approach is used if the bad news is minor or if the recipient needs directness. INDIRECT: You delay the bad news by buffering it with a positive opening and accompanying explanation/reasons behind the news.

THE ART OF BEING TACTFUL Be Indirect: Instead of bluntly stating the bad news-- your health costs are being raised by ten percent—build up to it with an explanation your recipients can understand and accept.

THE ART OF BEING TACTFUL Be Thoughtful: “A spoonful of sugar helps the medicine go down.” - Try to establish common ground, rapport with the recipient by offering empathy, understanding, shared goals, or something positive. - Put the focus on “we,” not “you,” on affirmative values like cooperation, agreement, and/or choices as much as these are possible.

THE ART OF BEING TACTFUL Too Direct Your submission has been Impersonal rejected by the Reviewing Committee. Tactful While we appreciate your Personal interest and qualifications, we have decided on another candidate at this time. Thank you for considering us.

THE ART OF BEING TACTFUL

THE ART OF BEING TACTFUL Be Honest: - Don’t confuse tactfulness with being vague, ambiguous, or dishonest. The bad news must be given clearly and firmly. - Be sincere but not syrupy. Don’t apologize, for example, if there’s nothing to apologize for. And don’t overdo any apology you do express. Not “We deeply regret” but “we apologize.”

Use the BEBE Formula Buffer Explanation Bad News (plus alternatives) Exit

BUFFER “Open with a buffer—a neutral statement indicating the message’s general purpose (versus specific bottom line). For example, offer agreement, understanding, or appreciation. Be sincere but not so upbeat that the reader expects good news to follow.” (The Business Writer 427). The buffer can extend to several sentences, depending on the circumstances. Example: We have reviewed your request for a refund on the Gamegirl Deluxe you purchased and would like to clarify our policy. Your frustration with the instructions and with the ineffectiveness of our online help screens is understandable, and you can rest assured your criticism will assist us in improving them.

EXPLANATION “Build towards the bad news with an explanation that follows naturally from the buffer. Offer legitimate . . . business reasons, not personal ones. Be objective and factual in tone.” (The Business Writer 427) Example: Unfortunately, however, our policy is that refunds are issued only if the product is returned within thirty days or defective. In your letter, you state that you bought the Gamegirl eight weeks ago and that it works fine. -For your case, see the assignment handout for what you might use in this section.

Here are the buffer and explanation combined: We have reviewed your request for a refund on the Gamegirl Deluxe you purchased and would like to clarify our policy. Your frustration with the instructions and with the ineffectiveness of our online help screens is understandable, and you can rest assured your criticism will assist us in improving them. Unfortunately, however, our policy is that refunds are issued only if the product is returned within thirty days or defective. In your letter, you state that you bought the Gamegirl eight weeks ago and that it works fine.

BAD NEWS (plus alternatives) State the bad news or criticisms truthfully but tactfully. At the same time, try to offer alternatives or a compromise (if possible). Example: Therefore, we have determined that a refund for your purchase would be unjustified given the facts. However, if you would like special assistance with the installation or operation of your Gamegirl, our Geek Squad would be happy to help. All you have to do is phone our special toll-free line at 1.800.920.3319. It is available 24/7.

EXIT End on a positive note and create closure: If external: We look forward to continuing to serve you. If internal: If you have any questions, please let me know. For your case: It’s internal. How can you end on a positive note and create closure?

THE BEBE FORMULA & AN EXAMPLE

A GENUINE BAD NEWS MESSAGE The memo on the right was sent out by by Bob Dickey, the head of Gannett Publishing’s U.S. Division, announcing the layoffs of 700 employees. Dickey himself had received a 1.9 million pay raise in 2010, up to 3.4 million. The memo was included in a piece entitled “To the Barricades” in Words & Ideas, a blog. The author is Peter Lewis. Note how the memo is a variation of the B.E.B.E. formula*: Buffer to build rapport, empathy, understanding Explanation building to the bombshell Bad News (w/ alternatives) Exit on a positive note (You can decide for yourself how sincere it is). * It doesn’t state a general bottom-line, for instance.

Bad News Message with Design Bottom line 