Bài giảng Business Communication - Chapter six: Writing Bad-News Messages

McGraw-Hill/IrwinCopyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.six“Using tact and courtesy helps the reader accept bad news.”Writing Bad-News MessagesBad News Message Usually in the Indirect OrderBad news is received more positively when preceded by explanation.Cushioning the bad news shows consideration for your reader’s feelings.But exceptions can be madeWhen the message will be routinely acceptedWhen you know frankness is wanted 6-*The General Indirect PlanBegin with a strategic bufferWords that acknowledge any preceding messages andset up your strategyDevelop the strategyPresent the bad news positivelyOffer an alternative when possibleEnd with goodwill, specifically adapted6-*The message plan:An Indirect ClaimBegin with a buffer that identifies the problem and sets up the rest of the message. Explain the facts—enough to permit a decision.Seek corrective action, either by stating what you want or want done.End positively—on a friendly but firm note.BodyClosingOpening6-*Ms. Ott: Sending gifts to both friends and clients has long been a practice I’ve enjoyed and counted on your company’s products for many of them over the years correct this embarrassing error right away. I ask that you write each of the recipients of my gifts, refunding their money and explaining what happened. Then send copies of your letters and the total bill to me.You will have my grateful thanks for putting me back in the good graces of the Bannisters.Leonard DeftosFrom your invoice of August 7, I see that you have sent my gifts Collect on Delivery (COD). I need your friendly help in restoring face. Please refer to my original order of July 31 (copy attached) to see that the Madam Butterfly jewel box for Ms. Marina Smith and the Piper smoking jacket for Mr. Zeke Smith were clearly specified for prepaid shipment. You were to include the bill for these items on the my credit card along with the charge for the Black Diamond desk sent to me.Billing correction for shipment under Invoice X13771Alison OttIndirect Plan for Bad NewsBegin with words that identify the subject, are neutral, and set up the message.Present reasons using positive language and you-viewpoint.Refuse clearly and positively, embedding where possible to de-emphasize the negative.Include a counterproposal or compromise when appropriate.End with an adapted goodwill comment.The message plan:OpeningBody Closing6-*A Tactful, Courteous Refusal (1 of 2)Mr. Bragg,Your study of the progress of State University graduates sounds very useful and interesting. As you know, we employ many State graduates here at S&L. We are pleased that you would ask our help in your efforts.Larry_Bragg@sdsu.eduIn reviewing the requirements of your project, we find that it would be necessary to search through the personnel files of each of our 10,000 employees. As our regular staff is already working at capacity, may we suggest that we make our files available to you or your representatives? We would ask only that you protect the confidentially of the information in the files. We would be pleased to give you working space in the records center. And we would assure you of the cooperation and assistance of our records personnel.As another alternative, may we suggest that you use a part-time student worker who is already acquainted with our files? From time to time, Ms. Mary MahoneyRequest for alumni informationTerry.Lenaghan@comcast.netA Tactful, Courteous Refusal (2 of 2)Please let us know how we may help you complete your project. We look forward to reading the results in the Alumni Bulletin.TerryAs another alternative, may we suggest that you use a part-time student worker who is already acquainted with our file system? From time to time, Mary Sunderland has worked in our file center. We estimate that she could do your work in about five weeks, working her customary twenty hours a week. The cost would be about $900. If you prefer this arrangement, we would be pleased to send you her contact information.has worked in our records center. And we would assure you of the cooperation and assistance of our records personnel.Larry_Bragg@sdsu.eduRequest for alumni informationTerry.Lenaghan@comcast.netBrief Review of Procedure for Adjustment RefusalsBegin with words thatare on subject,are neutral, andset up the message.Present the strategy that will explain or justify.Make it factual and positive.Lead systematically to the refusal.Then refuse--clearly and positively.End with forward-looking, friendly words.The message plan:OpeningBodyClosing6-*An Indirect, Courteous, and Clear Adjustment Refusal (1 of 2)Mr. Luce,Certainly we understand the concern expressed in your May 11 letter about getting just the right paneling for your new office building. That is why we do everything we can to ensure that our clients are pleased with the materials they purchase from us. paneling concernIn cases where customers have purchased from our regular stock, it is usually a simple matter to allow product returns. In your case, your architect specified a most unusual and distinctive finish. His specifications were very detailed, and we followed them to the letter. Although the finished paneling is genuinely beautiful, it is unique and cannot go into our regular stock. For this reason, we must consider the sale final. At this point, any adjustment in this case must be between you and your architect.We are grateful that you chose J&V products for your distinctive building. We stand ready to meet your future needs to the letter. Dominic Terrado Indirect, Courteous, and Clear Adjustment Refusal (2 of 2)We are grateful that you chose J&V products for your distinctive building. We stand ready to meet your future needs to the letter.Dominic Terradoregular stock. For this reason, we must consider the sale final. At this point, any adjustment in this case must be between you and your architect. paneling concern Indirect Strategy for Negative AnnouncementsThe message plan:OpeningBodyClosingStart with a buffer that sets up an explanation of the bad news.Present the justification.Cover the bad news positively but clearly.Help resolve any problem the bad news creates.End with appropriate goodwill.Direct Negative AnnouncementsSometimes justifiedif news is expectedwhen news is insignificantwhen news may have positive possibilities6-*As you know, J&J Training succeeds because of you, our expert staff. Thanks to your efforts and the positive reputation you’ve built for our company, J&J continues to attract a relatively healthy clientele even in these economically challenging times.To ensure our success through this economic slump, we need to minimize expenses while also staying at the top of our game. One item in our budget that I believe we can trim without compromising our competitive edge is our travel expenses. Last year, travel to industry seminars cost J&J over $32,000. These trips enabled us to learn about the latest tools and teaching strategies, which are essential in our business. On the other hand, spending so much on this budget item takes support away from other functions, such as marketing and equipment maintenance, that are also critical to what we do. Fortunately, many of the organizations and companies who host the seminars we attend also offer online equivalents for many of their sessions. For example, J&J Training StaffSmarter Use of Our Travel Money to this email is a new travel authorization form. You’ll see that one part of the form asks you to verify that no comparable online substitute is available for the conference or event that you wish to attend. The form also includes a space where you can explain why it is important that you attend this particular event. I hope that using this form will enable us to trim a sizable amount off our travel expenses while still enabling us to stay abreast of the latest developments in our industry.Overall, J&J is holding steady, even in this challenging economy. I appreciate your efforts to trim expenses where possible while continuing to deliver the kind of training that keeps our clients coming back and recommending us to others.JimJ&J Training StaffSmarter Use of Our Travel MoneyFortunately, many of the organizations and companies who host the seminars we attend also offer online equivalents. For example, through the ASTD, one can purchase a two-hour webinar on training strategies for $200, which not only saves all travel expenses but also lets several people participate for one registration fee. The materials that can be downloaded from these seminars can also be shared.