■Consider the unique needs of each group. When a company or facility closes, for instance, employees need time to find new jobs, customers may need to find new suppliers, and community leaders may need to be prepared to help people who have lost their jobs.

■Minimize the element of surprise whenever possible. Give affected groups as much time as possible to prepare and respond.

■If possible, give yourself enough time to plan and manage a response. Make sure you’re ready with answers to potential questions.

■Look for positive angles but don’t exude false optimism. Laying off 10,000 people does not give them “an opportunity to explore new horizons.” It’s a traumatic event that can affect employees, their families, and their communities for years. The best you may be able to do is thank people for their past support and wish them well in the future.

■Seek expert advice. Many significant negative announcements have important technical, financial, or legal elements that require the expertise of lawyers, accountants, or other specialists.

■Use multiple media to reach out to affected audiences. Provide information through your normal communication network, such as your company website, Facebook page,

and Twitter account, but also reach out and participate in conversations that are taking place elsewhere in the social media landscape.20

Give people as much time as possible to react to negative news.

Ask for legal help and other assistance if you’re not sure how to handle a significant negative announcement.

■Be open and be transparent. Mark Price, managing director of the UK grocery chain Waitrose, puts it perfectly: “We recognize that we have to be increasingly open and transparent. You can’t close down businesses now; you

can’t bunker up if there’s a problem. You’ve got to go the other way.”21

Negative situations will test your skills as a communicator and as a business leader. Inspirational leaders try to seize such situations as opportunities to reshape or reinvigorate the organization, and they offer encouragement to those around them.

REAL-TIME UPDATES

Learn More by Watching This Video

Crisis communication and social media

Professor Timothy Coombs discusses the role of social media in crisis communication. Go to http://

real-timeupdates.com/bce6 and click on Learn More. If you are using MyBCommLab, you can access Real-Time Updates within each chapter or under Student Study Tools.

Responding to Negative Information in a Social Media Environment

For all the benefits they bring to business, social media and other communication technologies have created a major new challenge: responding to online rumors, false information, and attacks on a company’s reputation. Consumers and other stakeholders can now communicate through blogs, Twitter, YouTube, social networking sites, advocacy sites such as http:// makingchangeatwalmart.org, general complaint and feedback websites such as www.yelp

.com and www.epinions.com, sites that target specific companies, community Q&A sites such as http://getsatisfaction.com, and numerous e-commerce shopping sites that encourage product reviews.

Customers who believe they have been treated unfairly like these sites and tools because they can use the public exposure as leverage. Many companies appreciate the feedback, too, and many actively seek out complaints to improve their products and operations. However, false rumors and both fair and unfair criticisms can spread around the world in a matter of minutes. Responding to rumors and countering negative information requires an ongoing effort and case-by-case decisions about which messages require a response. Follow these four steps:22

1.Engage early, engage often. As Matt Rhodes points out the beginning of the chapter, the most important step in responding to negative information has to be done before the negative information appears, and that is to engage with communities of stakeholders as

7 LEARNING OBJECTIVE

Describe an effective strategy for responding to negative information in a social media environment.

Responding effectively to rumors and negative information in social media requires continual engagement with stakeholders and careful decision making about which messages should get a response.

210 Unit 3: Brief Business Messages

REAL-TIME UPDATES

Learn More by Watching This Video

Positive ways to engage when you pick up negative social commentary

Aetna’s Lauren Vargas talks about the challenges of moving a large corporation in a heavily regulated industry (health insurance) into social media, including the best ways to respond to negative comments online. Go to http://realtimeupdates.com/bce6 and click on Learn More. If you are

using MyBCommLab, you can access Real-Time Updates within each chapter or under Student Study Tools.

a long-term strategy. Companies that have active, mutually beneficial relationships with customers and other interested parties are less likely to be attacked unfairly online and more likely to survive such attacks if they do occur. In contrast, companies that ignore constituents or jump into “spin doctoring” mode when a negative situation occurs don’t have the same credibility as companies that have done the long, hard work of fostering relationships within their physical and online communities.

2.Monitor the conversation. If people are interested in what your company does, chances are they are blogging, tweeting, podcasting, posting videos, writing on Facebook walls, and otherwise sharing their opinions. Use automated reputation analysis and other technologies to listen to what people are saying.

1 OBJECTIVE Apply the three-step writing process to negative messages.

Because the way you say no can be even more damaging than the fact that you’re saying it, planning negative messages is crucial. Make sure your purpose is specific and use an appropriate medium to fit the message. Collect all the facts necessary to support your negative decision, adapt your tone to the situation, and choose the optimum approach. Use positive words to construct diplomatic sentences and pay close attention to quality.

2 OBJECTIVE Explain how to use the direct approach effectively when conveying negative news.

The direct approach puts the bad news up front, follows with the reasons, and closes with a respectful statement that shares any positive aspects that are relevant. Even though it is direct, however, don’t use the direct approach as a license to be rude or overly blunt.

3 OBJECTIVE Explain how to use the indirect approach effectively when conveying negative news, and explain how to avoid ethical problems when using this approach.

The indirect approach begins with a buffer, explains the reasons, clearly states the negative news, and closes with a respectful statement. If the bad news is not unexpected, the direct approach is usually fine, but if the news is shocking or painful, the indirect approach is better. When using the indirect approach, pay careful attention to avoid obscuring the bad news, trivializing the audience’s concerns, or even misleading your audience into thinking you’re actually delivering good news. Remember that the purpose of the indirect approach is to cushion the blow, not to avoid delivering it.

4 OBJECTIVE Describe successful strategies for sending negative messages on routine business matters.

For making negative announcements on routine business matters, the indirect approach is usually preferred, unless the news has minor consequences for the audience. For rejecting suggestions or proposals when you requested input or it

came from someone with whom you have an established relationship, the indirect approach is the right choice because it allows you to gently reset the other party’s expectations.

For refusing routine requests, the direct approach is usually sufficient, except when the matter at hand is significant, you or your company have an established relationship with the person making the request, or you’re forced to decline a request that you might have accepted in the past.

When conveying bad news about transactions, you need to modify the customer’s expectations, explain how you plan to resolve the situation, and repair whatever damage might have been done to the business relationship. Whether or not you should apologize depends in part on the magnitude of the situation and whether you previously established specific expectations about the transaction.

When refusing a claim or a request for adjustment, the indirect approach is usually preferred because the other party is emotionally involved and expects you to respond positively. Demonstrate that you understand and have considered the complaint carefully and then rationally and calmly explain why you are refusing the request.

5 OBJECTIVE Describe successful strategies for sending negative employment-related messages.

The indirect approach is usually the better choice for negative employment messages because the recipient is always emotionally involved, and the decisions are usually significant. When refusing requests from other employers for per- formance-related information about past employees, your message can be brief and direct. Simply provide whatever information your company allows to be shared in these situations. Refusing a recommendation request directly from a former employee feels much more personal for the recipient, however, so the indirect approach is better.

You have some flexibility when responding to requests for recommendations or endorsements on social networks. You can choose to ignore the request if you don’t know the person, you can decline the request as a matter of personal policy, you can write a full recommendation if that matches your assessment of the person, or you can write a limited recommendation on just one or a few aspects of the person’s capabilities.

212 Unit 3: Brief Business Messages

Messages rejecting job applicants raise a number of emotional and legal issues and therefore must be approached with great care. Experts vary in their advice about how much information to include in these messages. However, the safest strategy is a brief message that opens with an expression of appreciation for being considered (which functions like a buffer in an indirect message), continues with a statement to the effect that the applicant was not chosen for the position applied for, and closes courteously without providing reasons for the rejection or making promises about future consideration.

Negative performance reviews should take care to document the performance problems, be sure that all employees are being evaluated consistently, be written in a calm and objective voice, and focus on opportunities for improvement. Moreover, they must be written with reference to accurate, current job descriptions that provide the basis for measuring employee performance.

Termination messages are the most challenging employment messages of all. They should clearly present the reasons for the decision, present the reasons in a way that cannot be construed as unfair or discriminatory, follow company policy and any relevant legal guidelines, and avoid personal attacks or insults of any kind. Asking a manager not directly involved in the situation to review your message can help you avoid troublesome wording or faulty reasoning. Finally, try to deliver the written message in person if possible.

6 OBJECTIVE List the important points to consider when conveying negative organizational news.

When communicating negative organizational news, (1) match your approach to the situation, (2) consider the unique needs of each group, (3) minimize the element of surprise whenever possible so that affected groups have time to prepare and respond, (4) give yourself as much time as possible to plan and manage a response, (5) look for positive angles but don’t exude false optimism, (6) seek expert advice, (7) use multiple media to reach out to affected audiences, and (8) be open and transparent.

7 OBJECTIVE Describe an effective strategy for responding to negative information in a social media environment.

First, be sure you are engaged with important stakeholders before negative situations appear. Second, monitor the conversations taking place about your company and its products. Third, when you see negative messages, evaluate them before responding. Fourth, after evaluating negative messages, take the appropriate response based on an overall public relations plan. Some messages are better ignored, whereas others should be addressed immediately with corrective information.

Test Your Knowledge

To review chapter content related to each question, refer to the indicated Learning Objective.

1. What are the five general goals in delivering bad news? [LO-1]

2. What questions should you ask yourself when choosing between the direct and indirect approaches? [LO-1]

3. What is the sequence of elements in a negative message organized using the direct approach? [LO-2]

4. What is a buffer, and what is the advantage of using a respectful, ethical buffer? [LO-3]

5. Why is it important to be engaged with stakeholders before trying to use social media during a crisis or other negative scenario? [LO-7]

Apply Your Knowledge

To review chapter content related to each question, refer to the indicated Learning Objective.

1. Can you express sympathy with someone’s negative situation without apologizing for the circumstances? Explain your answer. [LO-2]

2. Is intentionally deemphasizing bad news the same as distorting graphs and charts to deemphasize unfavorable data? Why or why not? [LO-3]

5.If your social media monitoring efforts pick up a tweet that accuses your customer service staff of lying and claims to have evidence to back it up, how would you respond? [LO-7]

Practice Your Skills

Exercises for Perfecting Your Writing

To review chapter content related to each set of exercises, refer to the indicated Learning Objective.

Message Strategies: Writing Negative Messages [LO-2] [LO-3] Select which approach you would use (direct or indirect) for the following negative messages.

1.An email message to your boss, informing her that one of your key clients is taking its business to a different accounting firm

2.An email message to a customer, informing her that one of the books she ordered from your website is temporarily out of stock

3.A letter to a customer, explaining that the DVD burner he ordered for his new custom computer is on back order and that, as a consequence, the shipping of the entire order will be delayed

Message Strategies: Writing Negative Messages [LO-3]

Answer the following questions pertaining to buffers.

4.You have to tell a local restaurant owner that your plans have changed and you are canceling the 90-person banquet scheduled for next month. Do you need to use a buffer? Why or why not?

5.Write a buffer for a letter declining an invitation to speak at an industry association’s annual fund-raising event. Show your appreciation for being asked.

6.Write a buffer for an email message rejecting an unsolicited proposal from a vendor with whom you have a positive and long-standing business relationship. Make up any details you need.

Message Strategies: Refusing Routine Requests; Collaboration: Team Projects [LO-4], Chapter 2 Working alone, revise the following statements to deemphasize the bad news without hiding it or distorting it. (Hint: Minimize the space devoted to the bad news, subordinate it, embed it, or use the passive voice.) Then team up with a classmate and read each other’s revisions. Did you both use the same approach in every case? Which approach seems to be most effective for each of the revised statements?

7.The airline can’t refund your money. The “Conditions” section on the back of your ticket states that there are no refunds for missed flights. Sometimes the airline makes exceptions, but only when life and death are involved. Of course, your ticket is still valid and can be used on a flight to the same destination.

8.I’m sorry to tell you, we can’t supply the custom decorations you requested. We called every supplier, and none of them can do what you want on such short notice. You can, however, get a standard decorative package on the same theme in time. I found a supplier that stocks these. Of course, it won’t have quite the flair you originally requested.

9.We can’t refund your money for the malfunctioning MP3 player. You shouldn’t have immersed the unit in water while swimming; the user’s manual clearly states the unit is not designed to be used in adverse environments.

Activities

Active links for all websites in this chapter can be found on MyBCommLab; see your User Guide for instructions on accessing the content for this chapter. Each activity is labeled according to the primary skill or skills you will need to use. To review relevant chapter content, you can refer to the indicated Learning Objective. In some instances, supporting information will be found in another chapter, as indicated.

1.Message Strategies: Making Negative Announcements [LO-4] Read the following document and (a) analyze the strengths and weaknesses of each sentence and (b) revise each document so that it follows this chapter’s guidelines.

Your spring fraternity party sounds like fun. We’re glad you’ve again chosen us as your caterer. Unfortunately, we have changed a few of our policies, and I wanted you to know about these changes in advance so that we won’t have any misunderstandings on the day of the party.

We will arrange the delivery of tables and chairs as usual the evening before the party. However, if you want us to set up, there is now a $100 charge for that service. Of course, you might want to get some of the brothers and pledges to do it, which would save you money. We’ve also added a small charge for cleanup. This is only $3 per person (you can estimate because I know a lot of people come and go later in the evening).

Other than that, all the arrangements will be the same. We’ll provide the skirt for the band stage, tablecloths, bar setup, and of course, the barbecue. Will you have the tubs of ice with soft drinks again? We can do that for you as well, but there will be a fee.

Please let me know if you have any problems with these changes and we’ll try to work them out. I know it’s going to be a great party.

2.Message Strategies: Refusing Routine Requests [LO-4] As a customer service supervisor for a mobile phone company, you’re in charge of responding to customers’ requests for refunds. You’ve just received an email from a customer who unwittingly ran up a $550 bill for data charges after forgetting to disable his smartphone’s WiFi hotspot feature. The customer says it wasn’t his fault because he didn’t know his roommates were using his phone to get free Internet access. However, you’ve dealt with this situation before and provided a notice to all customers to be careful about excess data charges resulting from the use of the hotspot capability. Draft a short buffer (one or two sentences) for your email reply, sympathizing with the customer’s plight but preparing him for the bad news (that company policy specifically prohibits refunds in such cases).

3.Message Strategies: Refusing Routine Requests [LO4]

Read the following document and (a) analyze the strengths and weaknesses of each sentence and (b) revise the message so that it follows this chapter’s guidelines.

I am responding to your letter of about six weeks ago asking for an adjustment on your wireless router, model WM39Z. We test all our products before they leave the factory; therefore, it could not have been our fault that your hub didn’t work.

If you or someone in your office dropped the unit, it might have caused the damage. Or the damage could have been caused by the shipper if he dropped it. If so, you should file a claim with the shipper. At any rate, it wasn’t our fault. The parts are already covered by warranty. However, we will provide labor for the repairs for $50, which is less than our cost, since you are a valued customer.

We will have a booth at the upcoming trade fair there and hope to see you or someone from your office. We have many new models of computing and networking accessories that we’re sure you’ll want to see. I’ve enclosed our latest catalog. Hope to see you there.

4.Message Strategies: Making Negative Announcements; Communication Ethics: Distinguishing Ethical Dilemmas and Ethical Lapses [LO-4], Chapter 1

The insurance company where you work is planning to raise all premiums for health-care coverage. Your boss has asked you to read a draft of her letter to customers, announcing the new, higher rates. The first two

214 Unit 3: Brief Business Messages

paragraphs discuss some exciting medical advances and the expanded coverage offered by your company. Only in the final paragraph do customers learn that they will have to pay more for coverage starting next year. What are the ethical implications of this draft? What changes would you suggest?

5.Message Strategies: Making Negative Announcements [LO-4] The following email message about travel budget cutbacks at Black & Decker contains numerous blunders. Using what you’ve learned in the chapter, read the message carefully and analyze its faults. Then use the questions that follow to outline and write an improved message.

Memo

Dear Traveling Executives:

We need you to start using some of the budget suggestions we are going to issue as a separate memorandum. These include using videoconference equipment instead of traveling to meetings, staying in cheaper hotels, arranging flights for cheaper times, and flying from less-convenient but also lessexpensive suburban airports.

The company needs to cut travel expenses by fifty percent, just as we’ve cut costs in all departments of Black & Decker. This means you’ll no longer be able to stay in fancy hotels and make last-minute, costly changes to your travel plans.

You’ll also be expected to avoid hotel phone surcharges. Compose your email offline when you’re in the hotel. And never return a rental car with an empty tank! That causes the rental agency to charge us a premium price for the gas they sell when they fill it up upon your return.

You’ll be expected to make these changes in your travel habits immediately.

M. Juhasz

Travel & Meeting Services

a.Describe the flaws in this bad-news email about company operations.

b.Develop a plan for rewriting the email to company insiders, using the direct approach. The following steps will help you organize your efforts before you begin writing:

1.Create an opening statement of the bad news, using the “you” attitude.

2.Decide what explanation is needed to justify the news.

3.Determine whether you can use lists effectively.

4.Choose some positive suggestions you can include to soften the news.

5.Develop an upbeat closing.

c.Now rewrite the email. Don’t forget to leave ample time for revision of your work before you turn it in.

6. Message Strategies: Refusing Routine Requests; Collaboration: Team Projects [LO-4], Chapter 2 The following letter rejecting a faucet manufacturer’s product presentation contains many errors in judgment. Working with your classmates in a team effort, you should be able to improve its effectiveness as a negative message. First, analyze and discuss the letter’s flaws. How can it be improved? Use the following questions to help guide your discussion and development of an improved version.

July 15, 2013

Pamela Wilson, Operations Manager Sterling Manufacturing

133 Industrial Avenue Gary, IN 46403

Dear Ms. Wilson:

We regret to inform you that your presentation at Home Depot’s recent product review sessions in St. Petersburg did not meet our expert panelists’ expectations. We require new products that will satisfy our customers’ high standards. Yours did not match this goal.

Our primary concern is to continue our commitment to product excellence, customer knowledge, and price competitiveness, which has helped make Home Depot a Fortune 500 company with more than a thousand stores nationwide. The panel found flaws in your design and materials. Also, your cost per unit was too high.

The product review sessions occur annually. You are allowed to try again; just apply as you did this year. Again, I’m sorry things didn’t work out for you this time.

Sincerely,

Hilary Buchman, Assistant to the Vice President, Sales

a.Describe the problems with this letter rejecting a product presentation.

b.Develop a plan for rewriting the letter, using the indirect approach. Organize your thinking before you begin writing, using the following tactics:

1.Select a buffer for the opening, using the “you” attitude.

2.Choose the reasons you’ll use to explain the rejection.

3.Develop a way to soften or embed the bad news.

4.Create a conditional (if/then) statement to encourage the recipient to try again.

5.Find a way to close on a positive, encouraging note.

c.Now rewrite the letter. Don’t forget to leave ample time for revision of your work before you turn it in.

7.Message Strategies: Negative Employment Messages [LO-5] Read the following document and (a) analyze the strengths and weaknesses of each sentence and

(b)revise the message so that it follows this chapter’s guidelines.