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Copyright © 2010 Pearson Education International Chapter 9 - 1
Writing Negative Writing Negative MessagesMessages
Copyright © 2010 Pearson Education International Chapter 9 - 2
Learning ObjectivesLearning Objectives
• Apply the three-step writing process to
negative messages
• Compare and contrast the direct and indirect
approaches to negative messages, including
when it’s appropriate to use each one
• Identify the risks of using the indirect
approach and explain how to avoid problems
Copyright © 2010 Pearson Education International Chapter 9 - 3
Learning ObjectivesLearning Objectives
• Explain the importance of maintaining high
standards of ethics and etiquette when
delivering negative messages
• Explain the role of communication in crisis
management
• List and discuss three guidelines for
delivering negative news to job applicants
Copyright © 2010 Pearson Education International Chapter 9 - 4
Goals of Negative Goals of Negative MessagesMessages
• Convey the message
• Ensure acceptance
• Promote goodwill
• Maintain a good corporate image
• Minimize future correspondence
Copyright © 2010 Pearson Education International Chapter 9 - 5
The Three-Step ProcessThe Three-Step Process
Writing CompletingPlanning
Analyze Situation
Gather Information
Select Medium
Get Organized
Revise
Produce Message
Proofread Message
Distribute Message
Adapt to the Audience
Composethe Message
Copyright © 2010 Pearson Education International Chapter 9 - 6
Choosing the ApproachChoosing the Approach
• Predicting the audience’s reaction
• Knowing the audience’s preferences
• Judging the importance of the news
• Preserving working relationships
• Getting the reader’s attention
• Following organizational guidelines
Copyright © 2010 Pearson Education International Chapter 9 - 7
The Direct ApproachThe Direct Approach
• State the bad news
• Give reasons
• End with a positive close
Copyright © 2010 Pearson Education International Chapter 9 - 8
The Indirect ApproachThe Indirect Approach
• Begin with a buffer
• Provide reasons and information
• State the bad news
• Close with confidence
Copyright © 2010 Pearson Education International Chapter 9 - 9
Open With a BufferOpen With a Buffer
• Respectful
• Relevant
• Neutral
• Transitional
Copyright © 2010 Pearson Education International Chapter 9 - 10
Reasons and InformationReasons and Information
• Explanation section
– Guide readers’ responses
– Provide sufficient details for support
– Explain company policy
Copyright © 2010 Pearson Education International Chapter 9 - 11
Deliver the Bad NewsDeliver the Bad News
• De-emphasize the bad news
• Use a conditional statement
• Emphasize the positive
Copyright © 2010 Pearson Education International Chapter 9 - 12
Close on a Positive NoteClose on a Positive Note
• Avoid a negative, uncertain conclusion
• Limit future correspondence
• Be optimistic about the future
• Be sincere
Copyright © 2010 Pearson Education International Chapter 9 - 13
Adapting to Your Adapting to Your AudienceAudience
• Cultural differences
• Internal versus external
Copyright © 2010 Pearson Education International Chapter 9 - 14
Cultural DifferencesCultural Differences
• Proper tone
• Organization
• Cultural conventions
Copyright © 2010 Pearson Education International Chapter 9 - 15
The Type of AudienceThe Type of Audience
• Internal
– Timeliness
– Completeness
• External
– Diversity
– Confidentiality
Copyright © 2010 Pearson Education International Chapter 9 - 16
Maintain High StandardsMaintain High Standards
• Ethics and etiquette
– Laws and regulations
– Human impact
– Emotional reactions
Copyright © 2010 Pearson Education International Chapter 9 - 17
Negative MessagesNegative Messages
• Routine business matters
• Employment messages
• Organizational news
Copyright © 2010 Pearson Education International Chapter 9 - 18
Routine Business Routine Business RequestsRequests
• Select the approach
• Manage your time
• Be polite but firm
• Propose alternatives
• Don’t imply compliance
Copyright © 2010 Pearson Education International Chapter 9 - 19
Status of TransactionsStatus of Transactions
• Customer expectations– Have been set
– Have not been set
• Communication goals–Modify expectations
– Resolve the situation
– Repair the relationship
Copyright © 2010 Pearson Education International Chapter 9 - 20
Claims and AdjustmentsClaims and Adjustments
• Things to employ
– Courtesy and tact
– Indirect approach
– Understanding
– Positive attitude
• Things to avoid
– Accepting blame
– Making accusations
– Being negative
– Defaming others
Copyright © 2010 Pearson Education International Chapter 9 - 21
Organizational NewsOrganizational News
• Normal circumstances
• Crisis communication
Copyright © 2010 Pearson Education International Chapter 9 - 22
Normal CircumstancesNormal Circumstances
• Match the approach to the situation
• Consider unique needs of each group
• Give each audience time to react
• Allow time to plan/manage response
Copyright © 2010 Pearson Education International Chapter 9 - 23
Normal CircumstancesNormal Circumstances
• Stay positive but avoid false optimism
• Minimize the element of surprise
• Seek expert advice when needed
• Offer leadership and encouragement
Copyright © 2010 Pearson Education International Chapter 9 - 24
Crisis CommunicationCrisis Communication
• Crisis management plan– Operational procedures– Tasks and responsibilities
Copyright © 2010 Pearson Education International Chapter 9 - 25
Employment MessagesEmployment Messages
• Answering recommendation requests
• Reviewing job applications
• Reviewing performance
• Terminations
Copyright © 2010 Pearson Education International Chapter 9 - 26
Recommendation LettersRecommendation Letters
• Requested by businesses
– Conciseness
– Directness
• Requested by individuals
– Diplomacy
– Preparation
Copyright © 2010 Pearson Education International Chapter 9 - 27
Employment ApplicationsEmployment Applications
• Choose an approach carefully
• State why applicant was not selected
• Close by suggesting alternatives
Copyright © 2010 Pearson Education International Chapter 9 - 28
Performance ReviewsPerformance Reviews
• Improve performance
– Clarify job requirements
– Give employees feedback
– Develop a plan of action
Copyright © 2010 Pearson Education International Chapter 9 - 29
Negative ReviewsNegative Reviews
• Confront the problem
• Plan the message
• Respect privacy
• Focus on the problem
• Obtain commitment