Unit Seven Persuasive Messages
Unit Seven Persuasive Messages
Unit Seven Persuasive Messages
2402
Business
Communication
in
English
B.
Study
units
Objectives
In
this
study
unit
you
will
learn
how
to
construct
persuasive
and
bad
news
messages.
The
objectives
of
this
unit
are
to:
The
material
in
this
unit
is
adapted
from
Joel.
P.
Bowmans
web
site
at
Western
Michigan
University,
available
here,
http://homepages.wmich.edu/~bowman/c4dframe.html)
and
from
Courtland
Bovee,
C.
and
Thill,
J
(2007)
Excellence
in
Business
Communication,
Pearson
Prentice
Hall.
Guidelines
Persuasion
All
communication
is
persuasive
to
the
extent
that
it
attempts
to
influence
behavior
and
thinking.
In
business
communication,
along
with
whatever
else
we
are
communicating,
we
are
attempting
to
sell
a
favorable
image
of
ourselves
or
our
organization,
and
most
business
messages
contain
persuasive
elements
even
if
persuasion
is
not
their
principal
objective.
Messages
designed
to
convey
positive
or
negative
information,
for
example,
often
succeed
best
when
they
contain
appropriate
resale
or
new
sales
material.
In
terms
of
structure
and
content,
a
message
is
considered
persuasive
when
its
primary
objective
is
to
sell
a
product,
service,
idea,
or
course
of
action
when
that
reader
may
ignore
or
resist
the
message.
All
persuasion
involves
a
shift
in
the
receivers
perceptual
frame.
Successful
persuasion
convinces
the
reader
to
view
the
product,
service,
or
idea
in
a
new
way
and
to
act
on
that
new
perspective.
Before
you
can
ask
your
reader
to
take
a
particular
action,
you
must
convince
him
or
her
that
your
message
has
something
worthwhile
to
offera
benefitand
that
what
you
say
is
true.
Furthermore,
you
must
achieve
these
objectives
in
spite
of
the
fact
that
your
reader
may
suspect
that
all
persuasive
messagesyours
includedare
untruthful
to
some
degree.
The
most
successful
persuasive
messages
are
those
that
offer
the
audience
real
benefits
or
other
helpful
information.
The
more
the
reader
has
to
gain,
the
easier
it
is
to
prepare
a
persuasive
message.
The
three
most
important
factors
that
will
influence
the
degree
to
which
your
readers
will
resist
or
welcome
your
persuasive
message
are
your
credibility,
their
degree
of
interest
in
the
subject
of
your
message,
and
the
content
of
your
message.
Your
ability
to
persuade
will
depend
heavily
on
whether
the
reader
perceives
you
as
authoritative
and
honest.
Many
TV
ads
use
sports
figures
to
advertise
products
in
the
hope
that
the
figures
success
in
sports
will
carry
over
and
convince
viewers
that
the
person
knows
a
lot
about
how
to
treat
painful
injuries
or
select
comfortable
underwear.
There
are
four
basic
kinds
of
credibility:
Long-term
credibility:
You
are
a
well-known
authority,
and
you
have
always
been
honest
before.
Short-term
credibility:
You
offer
facts
and
figures
to
prove
that
you
are
an
expert,
and
your
evidence
is
sound
(logical).
Carry-over
credibility:
You
know
a
lot
about
one
subject
and
have
been
honest
about
it,
so
you
will
probably
be
honest
about
a
new
subject,
too.
Official
credibility:
Your
particular
position
or
office
shows
that
you
should
be
credible.
It
is
an
unfortunate
fact
of
modern
life
that
people
have
become
accustomed
to
being
lied
to.
No
groupincluding
business
leaders,
politicians,
military
leaders,
teachers,
doctors,
the
press,
scientists
and
even
rabbis,
ministers,
and
priestshas
consistently
demonstrated
that
it
deserves
to
be
afforded
high
credibility.
The
public
lacks
trust
because
members
of
these
groups
have
provided
false
information
in
the
past,
covered
up
mistakes,
and
otherwise
misled
people
who
relied
on
them.
Because
credibility
is
currently
in
such
short
supply,
it
may
well
be
the
single
most
important
factor
in
persuasion,
and
the
single
most
important
factor
in
credibility
is
character.
Fortunately,
you
have
almost
absolute
control
over
your
character:
If
you
want
to
be
believed,
do
not
lie,
withhold
important
information,
or
otherwise
mislead
those
who
look
to
you
as
an
authoritative
source
of
information.
First,
be
sure
that
you
are
authoritative.
Your
expertise,
or
knowledge
of
a
particular
subject,
plays
an
important
role
in
whether
you
are
perceived
as
credible.
Make
sure
that
you
know
your
subject,
product,
or
service
thoroughly,
and
admit
it
when
you
dont
know
something.
No
one
expects
even
an
expert
to
know
everything.
When
you
need
additional
time
to
answer
a
question,
say
so,
and
then
follow
through.
Second,
you
will
also
be
perceived
as
more
credible
if
you
are
friendly,
warm,
and
open.
Indeed,
in
the
short
term,
the
audiences
perception
of
your
credibility
may
hinge
more
on
your
attitude
of
friendliness
and
openness
than
it
does
on
your
actual
record
of
expertise
and
honesty.
Remember,
however,
that
the
opposite
is
true
for
long-term
credibility.
That
will
depend
on
a
consistent
record
of
honesty.
You
cannot
expect
someone
who
has
no
interest
in
your
subject
to
be
persuaded
by
even
a
first-rate
message.
Direct-mail
advertisingpersuasive
messages
sent
to
groups
of
people
who
theoretically
have
a
lot
in
commontypically
has
a
success
rate
of
less
than
10
percent;
fewer
than
10
out
of
every
hundred
people
who
read
them
have
sufficient
interest
in
the
product
or
service
to
feel
motivated
to
buy.
Not
all
people
find
the
same
appeals
equally
persuasive.
More
so
than
other
messages,
a
persuasive
message
prompts
the
reader
to
ask,
How
will
this
message
benefit
me?
You
will
need
to
provide
an
answer
to
that
question
quickly,
interestingly,
and
believably
if
you
are
going
to
overcome
your
readers
natural
resistance
to
being
persuaded.
Such
resistance
may
be
caused
by
one
or
more
of
the
following
factors:
Negative
previous
experience:
Your
reader
may
have
had
a
bad
experience
with
you,
your
idea,
your
company,
a
similar
product
or
service,
or
with
other
persuasive
messages.
Time:
Your
reader
may
not
wish
to
take
the
time
to
read
your
message,
or
your
message
may
require
the
reader
to
spend
time
in
a
way
he
or
she
would
not
normally
choose.
Money:
Acting
on
your
suggestion
may
cost
the
reader
(or
the
readers
organization)
money
that
the
reader
would
rather
spend
in
some
other
way.
Belief
systems:
Your
reader
may
hold
beliefs
incompatible
with
the
action
you
desire
him
or
her
to
perform.
People
are
not
easily
persuaded
to
change
their
religious
beliefs,
for
example.
Unless
your
readers
have
had
a
definite
positive
experience
with
the
suggested
behavior,
they
will
be
inclined
to
focus
on
the
negative
aspects
and
the
associated
costs.
To
overcome
the
readers
tendency
to
accept
the
negative
in
the
absence
of
a
strong
belief
in
the
positive,
you
will
need
to
appeal
to
the
readers
self-interests.
You
need
to
convince
your
reader
that
the
action
you
are
suggesting
will
prove
desirable
and
will
be
more
beneficial
than
the
many
other
ways
that
the
readers
time
or
money
could
be
spent.
(Source: http://homepages.wmich.edu/~bowman/c4dframe.html)
In
any
persuasive
situation,
readers
want
to
know
how
they
will
benefit
from
doing
as
you
suggest:
How
the
product
or
service
will
benefit
them,
what
they
will
gain
if
they
change
their
thinking
about
an
issue,
or
how
they
can
avoid
difficulties
by
changing
their
thinking
or
behavior.
Some
situations
may
require
more
than
one
persuasive
message,
with
each
new
message
picking
up
where
the
previous
one
left
off.
Sales
campaigns
and
collection
letters
frequently
use
this
technique.
In
general,
the
more
difficult
the
persuasive
task,
the
more
slowly
the
writer
should
proceed.
People
do
not
like
and
will
resist
being
pushed
into
things.
Give
them
time
to
decide
for
themselves
that
they
will
benefit
from
acting
on
your
message.
Persuasive Requests
Everyone
needs
to
write
a
persuasive
request
at
one
time
or
another.
Would
you
like
to
obtain
a
name
speaker
for
a
meeting?
Do
you
need
to
secure
donations
(of
either
time
or
money)
for
a
charity?
Have
you
had
a
problem
convincing
a
company
to
replace
a
defective
product?
Each
of
these
situations
would
call
for
a
persuasive
request.
The
four
types
of
persuasive
requests
are
requests
for
favors,
adjustments,
credit,
and
donations.
Persuasive
Requests
for
Favors
Asking
for
a
favor
by
mailwhether
email
or
letteris
not
the
same
as
asking
a
favor
from
a
friend
in
person.
Friends
usually
enjoy
helping
each
other
and
know
that
as
the
relationship
continues,
the
favor
will
probably
be
returned.
When
you
write
to
someone
requesting
a
favor,
however,
you
must
offer
him
or
her
a
benefit
that
will
serve
as
a
substitute
for
continuing
friendship.
Because
your
persuasive
request
will
need
to
be
placed
in
a
specific
communication
context
quickly,
introduce
the
reason
you
are
writing
early
in
the
message.
Do
so
in
a
way
that
paces
the
readers
expectation
by
mentioning
the
main
benefit
before
the
specific
nature
of
the
request
is
clear.
Beginning
with
a
question
about
a
common
concern
or
with
a
statement
about
a
common
problem
will
pace
the
readers
current
beliefs
and
will
serve
to
catch
his
or
her
attention.
Lead
the
reader
by
using
the
you-attitude
to
maintain
his
or
her
interest
in
the
situation.
Blend
outcomes
by
explaining
why
you
are
requesting
the
favor
in
a
way
that
shows
the
reader
how
he
or
she
will
benefit.
Specify
the
compensation
in
positive
terms,
even
when
what
you
can
offer
is
less
than
the
reader
may
expect.
Avoid
the
temptation
to
apologize
for
insufficient
compensation.
Your
closing
should
motivate
the
reader
by
reiterating
the
main
reader
benefit
and
asking
him
or
her
to
make
a
definite
commitment
by
a
specific
date.
Telephone
contact
may
be
required
for
speed,
but
written
confirmation
(memo,
letter,
fax,
or
email)
is
usually
more
dependable.
Be
sure
to
make
your
message
appropriate
for
the
situation
and
audience.
A
message
that
is
more
persuasive
than
it
needs
to
be
is
often
less
successful
than
a
message
that
is
less
persuasive
than
it
should
be.
Most
claims
and
requests
for
adjustments
can
be
handled
as
routine,
informational
messages.
Sometimes,
however,
you
will
need
to
write
a
persuasive
message
to
achieve
the
results
you
desire.
You
may,
for
example,
have
written
one
request
as
an
informational
message
and
received
an
unsatisfactory
reply.
Or
you
may
feel
that
your
reader
will
be
inclined
to
ignore
or
resist
your
message
because
of
the
circumstances
involved.
In requesting an adjustment, you can appeal to the following qualities in your reader:
When
you
are
writing
a
persuasive
request
for
adjustment,
remember
that
your
objective
is
to
have
the
adjustment
approved.
You
may
be
angry
with
your
reader
or
his
or
her
organization,
and
you
may
be
tempted
to
express
that
anger.
Your
reader,
however,
will
be
much
more
inclined
to
approve
your
request
when
you
present
it
in
a
calm,
logical
manner.
This
does
not
mean
that
you
cant
let
your
reader
know
how
you
feel.
Your
disappointment
or
frustration
with
the
products,
policies,
or
services
provided
by
the
reader
or
his
or
her
organization
may
well
be
the
most
important
reason
for
your
request.
The
main
part
of
your
letter
or
memo,
however,
must
be
a
clear
and
logical
presentation
of
the
facts.
Your
reader
must
know
exactly
what
you
expect
and
why
you
expect
it
if
you
are
to
receive
the
adjustment.
Persuasive
requests
for
credit
must
be
based
on
circumstances
that
genuinely
warrant
the
extension
of
credit
in
spite
of
the
requesters
inability
to
pass
certain
credit
tests.
For
example,
you
may
be
opening
a
new
store
and
need
to
purchase
inventory
on
terms
longer
than
your
suppliers
usual
policy
permits,
or
you
may
be
starting
a
new
business
and
will
have
higher
than
normal
start-up
costs.
Or
you
may
be
refused
a
department-store
credit
card
when
you
believe
that
your
record
indicates
that
you
are
fully
capable
of
meeting
your
financial
obligations.
Persuasive
requests
for
credit
need
to
demonstrate
to
the
reader
that
the
writer
has
a
good
understanding
of
how
credit
works,
an
intention
of
fulfilling
credit
obligations,
and
an
ability
to
pay.
Be
sure
to
cover
the
following
points:
Most
political,
activist,
and
public
service
organizations
require
donations
to
stay
in
business.
Many
churches,
schools,
and
colleges
would
operate
at
a
loss
without
donations.
Raising
funds
for
charitable
organizations
has
become
a
specialized
occupation,
with
a
lot
of
the
major
fund-
raising
being
conducted
by
telephone.
Though
you
may
not
choose
to
work
for
an
organization
that
makes
a
regular
practice
of
soliciting
funds,
you
may
find
that
at
various
times
in
your
life
you
will
belong
to
various
nonprofit
organizations
that
could
benefit
from
a
few
extra
dollars.
Fraternities,
sororities,
social
clubs
wishing
to
undertake
worthy
causes,
youth
clubs,
and
senior-citizen
groups
are
a
few
examples
of
nonprofit
organizations
that
may
not
be
able
to
afford
professional
fund-
raisers.
People
who
respond
to
requests
for
funds
fall
into
two
general
categories:
(1)
major
givers
(wealthy
donors,
foundations,
and
corporations),
who
respond
primarily
to
rational
appeals,
and
(2)
donors
of
small
amounts
who
respond
primarily
to
emotional
appeals.
Major
givers
wish
to
have
a
full
explanation
of
how
the
money
will
be
used,
and
they
will
want
to
see
a
detailed
operating
budget.
Major
givers
expect
you
to
demonstrate
a
real
need.
Most
people,
however,
give
primarily
for
emotional
reasons.
They
give
because
they
wish
to
help
others
who
are
less
fortunate
than
they
are;
they
give
because
they
can
see
an
opportunity
to
spend
a
little
of
their
money
doing
good
for
others.
Like
all
persuasive
messages,
requests
for
funds
must
be
carefully
considered
from
the
standpoint
of
cost-effectiveness.
Each
letter
costs
printing
and
postage,
but
not
everyone
who
receives
one
will
respond.
Your
mailing
list
should
be
selected
carefully
on
the
basis
of
what
audience
will
have
a
special
interest
in
your
particular
project.
Because
letters
requesting
donations
are
typically
unsolicited,
they
employ
many
of
the
same
strategies
used
by
unsolicited
sales
letters.
Requests for funds follow the same basic organizational pattern as other persuasive messages:
1. Pace
State
the
problem
in
such
a
way
that
the
reader
can
identify
with
it.
Whether
you
are
writing
to
a
major
giver
or
to
the
general
public,
use
a
people-oriented,
personal
beginning.
2. Lead
Explain
the
problem
in
a
way
the
reader
can
appreciate.
Your
main
task
is
to
provide
enough
human
interest
to
keep
the
reader
reading.
3. Blend
Outcomes
Show
what
you
will
do
with
the
money.
Major
givers
are
interested
in
your
overall
budget.
Most
people
are
interested
in
how
you
have
helped
(or
will
help)
individuals.
Consider
enclosing
a
separate
budget
statement.
4. Motivate
Ask
specifically
for
a
donation.
If
the
donation
is
tax-deductible,
say
so.
Provide
a
postage-paid
reply
envelope
to
make
the
action
easy,
and
remind
the
reader
of
the
importance
of
the
contribution.
A
postscript
will
frequently
improve
your
return.
In
the
postscript,
mention
a
new
reader
benefit
or
special
benefit
for
acting
promptly.
Sales Letters
From
one
point
of
view,
every
letter
you
write
will
be
selling
something.
For
example,
requests
sell
your
responsibility
and
credibility.
Even
letters
conveying
information
may
be
said
to
sell
a
business
relationship
based
on
trust
and
fair
play.
When
you
are
deliberately
using
a
letter
to
sell
a
product
or
a
service,
or
when
the
sole
purpose
of
the
letter
is
to
promote
future
business,
your
message
requires
a
special
strategy.
In
addition
to
analyzing
your
audience,
you
must
know
your
product
or
service
thoroughly
before
you
can
write
an
effective
sales
letter.
What
will
your
product
or
service
do
for
your
reader?
How
will
it
satisfy
your
readers
need
for
health,
wealth,
pleasure,
or
curiosity?
Sales
letters
fall
into
three
general,
overlapping
categories:
unsolicited,
solicited,
and
soft-sell.
Unsolicited
sales
letters
are
also
known
as
direct-mail
advertising;
they
are
a
form
of
advertising
sent
by
mail
directly
to
the
prospective
buyer.
Because
such
advertising
is
not
requested
and
often
not
desired,
the
paper-based
version
is
often
called
junk
mail,
while
the
electronic
form
is
called
spam.
Solicited
sales
letters
are
replies
to
inquiries
about
products
or
services.
Soft-
sell
letters,
also
called
cordial
contact
letters,
are
special
goodwill
letters
designed
to
maintain
cordial
relations
with
important
customers.
Cordial
contact
is
increasingly
maintained
by
email
messages
sent
on
a
regular
basis.
Direct-mail
advertising
is
big
business.
The
average
person
receives
more
than
500
pieces
of
direct-mail
a
year.
In
spite
of
the
fact
that
most
of
it
goes
directly
into
the
trash,
in
the
United
States
alone,
consumers
spend
about
$250
billion
in
response
to
unsolicited
sales
letters
and
catalog
offerings.
Each
dollar
spent
on
direct-mail
advertising
returns
about
$10
in
sales,
which
is
almost
twice
the
effectiveness
of
a
television
commercial.
Because
current
data
collection
and
processing
enable
direct
sales
companies
to
develop
extremely
accurate
psychographs
on
consumers,
direct-mail
advertising
has
become
increasingly
effective
in
recent
years.
Organizations
using
direct-mail
advertising
purchase
or
otherwise
obtain
mailing
lists
designed
to
target
those
who
match
a
particular
psychograph.
If
you
own
a
home,
buy
a
car,
subscribe
to
a
magazine,
or
use
a
credit
card,
you
are
on
somebodys
list.
As
the
cost
of
paper
and
postage
has
increased,
buying
and
selling
of
mailing
lists
based
on
ethnic
background,
occupation,
and
a
variety
of
personal
and
professional
interests
have
become
big
business
in
their
own
right.
Your
name
and
psychograph
could
be
worth
as
much
as
20
cents
each
time
they
are
sold.
Because
many
who
receive
unsolicited
sales
letters
consider
them
junk
mail,
your
first
objective
must
be
to
convince
the
reader
that
opening
the
envelope
and
reading
the
letter
would
be
worthwhile.
Consider
using
an
envelope
teasera
few
words
on
the
envelope
to
suggest
a
reader
benefitto
encourage
the
reader
to
continue.
Other
envelope
tricks
include
the
following:
Urgent
Labels
Envelopes
marked
Urgent,
Express,
Hand
Deliver,
Official,
or
Date
Material
will
help
catch
attention.
Real
Stamps
Envelopes
with
real
stamps
on
them
catch
more
attention
than
those
that
have
been
run
through
a
postage
meter.
Return
Address
A
personal
return
address
of
a
political
figure
or
a
well-known
celebrity
will
increase
the
attention
an
envelope
receives.
Paradoxically,
the
absence
of
a
return
address
also
increases
curiosity.
Official
Envelopes
Envelopes
that
look
as
though
they
have
been
sent
by
a
governmental
agency
receive
increased
attention.
These
envelopes
are
often
brown
and
use
a
typeface
similar
to
that
used
by
governmental
agencies.
Remember
that
your
main
concern
is
with
those
people
in
your
audience
who
are
truly
prospects,
people
who
both
want
your
product
or
service
and
can
afford
to
buy
it.
Write
your
letter
or
email
message
to
persuade
those
with
a
real
interest
in
your
product
or
service
rather
than
writing
it
to
entertain
everyone
who
may
receive
it.
If
you
are
in
the
business
of
direct
mail
advertising,
you
will
doubtless
need
to
purchase
lists
from
time
to
time.
The
best
mailing
list
you
can
possibly
have,
however,
consists
of
the
names
of
those
who
have
already
purchased
your
product
and
liked
it.
However
many
tricks
of
the
trade
you
use
to
catch
attention
and
to
persuade
people
who
respond,
you
will
do
better
in
the
long-run
if
your
product
or
service
fulfills
the
explicit
and
implied
promises
of
your
letter.
Successful
sales
letters
display
the
following
characteristics:
1. They
emphasize
benefits
rather
than
the
features
of
the
product
or
service.
The
word
free,
in
spite
of
being
extremely
overworked,
is
still
a
powerful
motivator.
Buy
one
and
get
one
free
typically
works
better
than
either
half-price
sale
or
50
percent
off.
2. They
use
active
voice
and
personalize
the
letter
by
making
the
reader
the
subject
or
object
of
many
sentences.
They
use
word
pictures
to
create
a
mental
image
of
the
reader
enjoying
the
use
of
the
product
or
service.
When
the
mailing
list
is
good
and
fairly
exclusive,
they
address
each
letter
individually.
When
the
list
is
large
and
less
exclusive,
they
use
a
simulated
inside
address
to
pace
the
reader
while
avoiding
trolling
salutations,
such
as
Dear
Friend
or
Dear
Homeowner.
The
best
simulated
inside
addresses
are
questions
that
cannot
be
answered
yes
or
no.
Questions
that
can
be
answered
yes
or
no
are
next
in
effectiveness,
and
statements
about
a
reader
benefit
are
a
third
choice.
See
3. They
focus
on
one
main
appeal.
4. They
subordinate
the
price,
unless
it
is
an
obvious
bargain,
by
mentioning
it
after
most
of
the
benefits
have
been
listed
and
described.
They
state
the
price
in
terms
of
small
units
($5
a
box
rather
than
$50
a
carton),
compare
the
price
with
the
cost
of
something
else
with
which
the
reader
is
more
familiar,
or,
when
the
price
is
high,
offer
the
option
of
extended
payments.
5. They
use
enclosed
brochures
to
illustrate
the
product
or
service
and
to
supplement
the
details
presented
in
the
letter.
(Note:
references
to
such
enclosures
should
be
late
in
the
letter
to
help
encourage
the
reader
to
finish
reading
the
letter
before
turning
toor
turning
back
to
the
brochure.)
6. They
are
specific
in
their
request
for
action,
specifying
exactly
what
the
reader
should
do
(complete
the
order
blank,
send
a
check,
call
a
toll-free
number,
or
visit
a
dealer),
making
the
action
easy
by
providing
order
blanks
and
return
envelopes,
and
encouraging
the
reader
to
act
promptly.
7. They
use
a
variety
of
formatting
techniques
to
create
in
the
letter.
Such
techniques
include
varying
paragraph
widths,
adding
personal
notes
with
fake
handwriting,
using
different
colors
for
different
paragraphs
or
key
phrases,
including
photographs
or
other
illustrations,
and
adding
a
postscript
to
restate
an
important
benefit
and
suggest
urgency.
It
is
often
easier
to
write
a
solicited
sales
letter
than
an
unsolicited
sales
letter
because
the
reader
has
invited
you
to
send
information
and
is
expecting
your
letter.
Consequently,
you
do
not
have
to
worry
that
your
letter
will
be
ignored
completely.
Whenever
someone
has
written
requesting
information
about
your
products
or
services
(or
called
requesting
information
or
completed
and
returned
a
product-inquiry
card),
you
have
a
good
opportunity
to
encourage
that
person
to
buy
from
you.
Your
message
should
display
all
the
characteristics
of
an
unsolicited
sales
letter,
but
it
should
be
prepared
individually
rather
than
as
a
form.
Use
the
following
structure:
1. Pace
Your
reader
is
already
interested
in
your
product
or
service,
so
begin
by
answering
one
of
his
or
her
main
questions.
Find
the
most
important
question
in
your
readers
letter
of
inquiry
that
you
can
answer
in
a
positive
way.
If
you
have
been
asked
to
make
a
recommendation,
do
it
first.
2. Lead
Answer
all
your
readers
questions
as
clearly
and
as
specifically
as
you
can.
Subordinate
negative
answers.
Adapt
your
letter
to
meet
the
needs
expressed
in
the
readers
inquiry.
3. Blend
Outcomes
Supply
the
details
and
evidence
that
seem
most
appropriate
for
your
individual
reader.
Use
an
enclosed
brochure
for
additional
information
to
keep
the
letter
from
becoming
too
cluttered.
4. Motivate
Just
as
in
an
unsolicited
sales
letter,
you
need
to
tell
the
reader
exactly
what
to
do,
make
the
required
action
seem
easy
("visit
your
local
dealer"),
and
encourage
the
reader
to
act
quickly.
Note:
Never
use
a
postscript
in
a
solicited
sales
letter
because
doing
so
would
indicate
a
lack
of
planning.
Soft-Sell Letters
Soft-sell
or
cordial-contact
letters
are
special
goodwill
letters
intended
to
remind
the
reader
that
your
organization
provides
a
particular
product
or
service.
Because
of
the
cost
involved,
paper-based
soft-sell
letters
are
used
primarily
at
the
industrial
level
to
keep
a
companys
name
familiar
to
important
clients
and
customers.
Some
organizations
use
newsletters
as
soft-sell
correspondence
with
a
specific
audience.
Also,
in
the
past
few
years,
organizations
have
been
using
regular
telephone
contact,
email
lists,
and
Web
sites
to
perform
similar
functions.
Cordial
contact
by
email
offers
many
of
the
same
advantages
as
soft-sell
letters
but
at
much
lower
cost.
To
be
successful,
soft-sell
letters
must
be
welcomed
and
appreciated
by
the
reader,
that
is
they
must
provide
something
of
intrinsic
value
to
the
reader,
who
must
look
forward
to
receiving
them
month
after
month.
The
bulk
of
the
letter
needs
to
provide
useful
information
or
material
of
entertainment
value
and
work
the
name
of
the
writers
organization,
product,
or
service
in
naturally.
Letters
That
Sell
Ideas
Nearly
everything
said
so
far
about
selling
products
and
services
applies
equally
well
to
selling
ideas.
When
you
need
to
persuade
higher
management
to
allocate
more
resources
for
your
department
or
adopt
a
new
procedure
or
persuade
your
staff
to
conserve
supplies,
follow
the
same
basic
procedure
you
would
use
to
sell
a
product
or
service:
analyze
your
audience
and
select
appeals
based
on
their
needs.
Selling
ideas
by
letter,
memo,
or
email
requires
the
same
kind
of
structural
planning
as
that
used
for
selling
a
product
or
service.
To
sell
an
idea,
however,
you
need
to
take
a
few
additional
precautions:
1. Pace
You
need
to
begin
not
only
with
a
problem
of
interest
to
your
reader,
but
also
with
a
premise
your
reader
readily
accepts.
If
the
reader
disagrees
with
your
opening,
he
or
she
will
be
all
the
more
inclined
to
resist
the
rest
of
your
message.
2. Lead
How
quickly
you
can
develop
your
argument
depends
on
your
readers
likely
degree
of
resistance.
People
usually
have
a
vested
interest
in
maintaining
their
current
beliefs,
and
before
they
will
adopt
new
ideas,
they
must
be
fully
convinced
that
it
is
in
their
self-
interest
to
do
so.
Corporations,
for
example,
are
notorious
for
accepting
reports
that
agree
with
current
policy
and
rejecting
those
that
disagree.
3. Blend
Outcomes
Rely
on
truth
and
logic.
When
there
are
two
sides
to
an
issue,
present
both
sides.
You
can
emphasize
your
own
side
of
the
argument,
but
your
reader
will
resent
your
message
if
you
fail
to
mention
other
obvious
possibilities.
Always
give
your
reader
all
the
facts
that
might
influence
his
or
her
decision.
Long-range
results
are
usually
more
important
than
short-range
success.
4. Motivate
Let
your
reader
know
exactly
what
you
expect.
When
your
readers
resistance
is
high,
it
is
better
to
persuade
by
degrees
(many
messages
over
time)
than
to
make
your
message
an
all-or-nothing
proposition.
Remind
the
reader
of
the
benefits
to
be
gained
(or
lost)
by
adopting
(or
not
adopting)
your
idea.
Collection Letters
Because
doing
business
by
credit
always
involves
a
certain
degree
of
risk,
it
is
sometimes
necessary
to
persuade
people
who
owe
money
to
pay.
In
recent
years,
collection
has
become
an
increasingly
specialized
business,
primarily
as
a
result
of
credit
card
purchases,
which
transfers
many
of
the
concerns
of
collection
away
from
retailers
to
organizations
that
specialize
in
credit
transactions.
Consultants
and
those
who
own
small
retail
establishments
are
the
most
likely
to
have
sold
goods
or
services
on
unsecured
credit,
but
everyone
in
business
should
have
a
basic
understanding
of
collection
procedures:
A
sale
is
not
complete
until
the
seller
has
been
paid.
The
materials
presented
here
are
designed
to
provide
an
overview
of
the
process
so
that
if
you
are
faced
with
a
collection
problem,
you
will
be
able
to
decide
what
actions
to
take
for
yourself
before
turning
the
problem
over
to
a
collection
specialist.
Note
that
how
far
you
go
in
the
process
depends
on
the
amount
owed
and
the
nature
of
your
business.
You
need
to
know
how
much
time,
energy,
and
money
you
can
afford
to
put
into
collecting
the
amount
owed.
The
collection
procedure
is
one
of
gradual
escalation
in
forcefulness.
When
a
bill
becomes
overdue,
the
writer
should
first
assume
that
the
reader
intends
to
pay
but
has
forgotten.
If
the
reader
does
not
respond
to
a
reminder
(or
reminders)
to
pay,
the
writer
should
assume
that
the
reader
is
not
paying
because
of
financial,
personal,
or
medical
problems.
At
this
point,
the
writer
can
help
the
reader
solve
his
or
her
problems
by
making
new
financial
arrangements
that
will
ease
the
readers
burden.
Most
people
who
are
slow
to
pay
do
so
after
a
reminder
or
two.
Only
after
these
efforts
have
been
made
should
the
writer
assume
that
the
reader
will
have
to
be
persuaded
to
pay.
Reminders
A
company
usually
sends
one
or
more
reminders
to
a
customer
because
most
people
who
are
going
to
pay
will
do
so
when
they
are
reminded
gently.
Sometimes
companies
choose
to
combine
a
final
reminder
with
an
inquiry
about
the
reasons
for
not
paying.
Reminders
of
overdue
bills
are
negative
messages.
Inquiries
Before
the
writer
decides
that
the
customer
needs
to
be
persuaded
to
pay,
the
writer
should
try
to
discover
whether
special
circumstances
are
preventing
payment.
Many
people
are
embarrassed
when
they
cannot
pay
their
bills,
and
instead
of
taking
positive
action
to
solve
their
financial
problems,
they
hope
that
if
they
ignore
their
problems
long
enough,
they
will
solve
themselves.
When
the
writer
demonstrates
a
genuine
willingness
to
help
such
readers
solve
their
financial
difficulties,
most
will
respond
by
agreeing
to
new
terms
that
will
allow
the
company
to
collect
its
money
and
the
customer
to
remain
solvent.
Inquiries
are
written
with
the
assumption
that
it
is
better
to
collect
your
money
a
little
late
than
not
collect
it
at
all.
Inquiries
are
divided
into
two
categories.
A
second
inquiry
may
contain
an
appeal
for
a
prompt
partial
payment
and
some
suggestion
for
taking
care
of
the
obligation
in
ways
other
than
those
specified
in
the
original
agreement.
Keep
inquiries
positive,
and
avoid
suggesting
that
reader
dissatisfaction
with
your
goods
or
services
might
be
responsible
for
late
payment.
Appeals
When
the
reader
has
failed
to
respond
to
one
or
more
reminders
and
one
or
more
inquiries,
the
writer
must
assume
that
the
reader
will
not
pay
unless
he
or
she
is
persuadedperhaps
even
forced
legallyto
do
so.
Because
you
would
not
be
writing
an
appeal
unless
you
had
gone
through
the
reminder
and
inquiry
stages,
you
should
assume
that
the
reader
is
going
to
be
well-
prepared
to
resist
your
message.
For
this
reason,
many
organizations
turn
the
debt
over
to
a
collection
professional.
Should
you
choose
to
continue
the
collection
process
yourself,
you
might
begin
with
one
positive
appeal,
such
as
an
appeal
to
cooperation,
fair
play,
or
pride.
Because
the
reader
has
failed
to
respond
to
your
earlier
messages,
however,
the
chances
are
that
unless
you
can
give
him
or
her
a
very
good
reason
for
paying,
he
or
she
will
continue
to
ignore
your
efforts
to
collect.
For
this
reason,
negative
appeals
to
the
readers
self-interest
are
usually
appropriate
at
this
stage.
The
reader
should
be
told
that
by
not
paying,
he
or
she
is
likely
to
lose
the
following:
Credit
privileges.
The
goods
or
services
not
paid
for.
Additional
money
or
property.
Good
reputation
and
self-respect.
If
your
reader
fails
to
respond
to
your
appeal
(or
appeals,
if
you
choose
to
send
more
than
one),
give
him
or
her
one
last
opportunity
to
pay
along
with
notification
of
the
action
you
will
take
if
payment
does
not
arrive.
This
final
letter
is
known
as
the
ultimatum.
Your
assumption
in
writing
is
that
the
reader
will
have
to
be
forced
to
pay.
In
this
last
effort
to
collect,
you
should
review
the
facts
(what
the
reader
purchased
and
when
and
your
efforts
to
collect
over
time),
set
an
end
date,
and
tell
the
reader
that
on
that
date
you
will
turn
the
debt
over
to
a
collection
agency
or
to
a
lawyer.
Avoid
threatening
the
reader
(which
is
illegal),
and
avoid
accusing
the
reader
of
personal
shortcomings
or
engaging
in
name-
calling
(deadbeat,
crook,
loser,
etc.).
Even
at
this
point,
you
may
be
able
to
retain
your
readers
goodwill
and
cash
business,
so
remain
fair,
reasonable,
and
logical
throughout.
And
then
be
sure
to
follow
throughif
the
reader
still
doesnt
pay,
hire
a
collection
professional
or
turn
the
matter
over
to
your
attorney.
Communicating
negative
news
is
a
fact
of
life
for
all
business
professionals,
from
rejecting
job
applicants
to
telling
customers
that
shipments
will
be
late
to
turning
down
speaking
invitations.
Bad
news
messages
are
challenging
to
write
because
we
know
our
readers
will
not
be
happy
to
receive
the
news.
Bad
news
means
the
reader
will
not
be
able
to
accomplish
his/her
goals.
For
example,
without
a
loan,
a
student
may
have
to
postpone
plans
to
graduate
on
time
because
now
the
person
has
to
go
to
work
to
raise
the
money.
The
homeless
shelter
that
doesn't
get
your
donation
now
has
to
worry
about
how
it's
going
to
feed
its
clients.
But
news
can't
always
be
good.
In
life,
we
do
have
to
reject
less-qualified
applicants,
we
don't
have
unlimited
funds
to
give
money
to
every
deserving
charity,
and
we
can't
always
fill
a
customer's
request
on
time.
When
we
need
to
say
"no"
to
our
readers,
we
usually
mean
"not
under
these
circumstances."
"No"
now
isn't
necessarily
"no"
forever.
If
the
student
were
to
get
a
co-signer,
he/she
might
be
able
to
get
the
loan
after
all.
Perhaps
we'll
be
able
to
send
a
donation
to
the
homeless
shelter
next
month,
after
we've
paid
our
own
bills
first.
So
how
do
we
give
bad
news
without
destroying
our
business
relationship?
You
can
see
in
list
at
the
top
of
this
page
that
stating
bad
news
directly
can
often
be
very
damaging
and
unnecessarily
hurtful.
When
you
need
to
deliver
bad
news,
you
have
five
goals:
When
planning
your
message,
you
can't
avoid
the
fact
that
your
audience
does
not
want
to
hear
what
you
have
to
say.
To
minimize
the
damage
to
business
relationships
and
to
encourage
the
acceptance
of
your
message,
analyze
the
situation
carefully
to
better
understand
the
context
in
which
the
recipient
will
process
your
message.
Be
sure
to
consider
your
purpose
thoroughly
whether
it's
straightforward
(such
as
rejecting
a
job
application)
of
more
complicated
(such
as
creating
a
negative
performance
review,
in
which
you
not
only
give
the
employee
feedback
on
past
performance
but
also
help
the
person
develop
a
plan
to
improve
future
performance.)
Similarly,
your
audience
profile
can
be
simple
and
obvious
in
some
situations
(such
as
rejecting
a
credit
request)
and
far
more
complex
in
others
(such
as
telling
a
business
partner
that
you've
decided
to
terminate
the
partnership.)
With
a
clear
purpose
and
your
audience's
needs
in
mind,
identify
and
gather
the
information
your
audience
will
need
in
order
to
understand
and
accept
your
message.
Negative
messages
can
be
intensely
personal
to
the
recipient,
and
in
many
cases
recipients
have
a
right
to
expect
a
thorough
explanation
of
your
answer.
Empty
clichs
such
as
"Due
to
circumstances
beyond
our
control"
are
vague
because
they
don't
tell
the
reader
anything
of
substance.
Selecting
the
right
medium
is
critical
when
delivering
negative
messages.
For
example,
you
might
badly
damage
a
business
relationship
if
you
use
voice
mail
to
reject
a
long-time
employee's
request
for
a
promotion.
Since
the
employee
would
surely
have
some
important
questions
to
ask,
and
you
would
certainly
want
to
soothe
hurt
feelings,
a
face-to-face
meeting
would
be
the
best
choice
for
this
situation.
However,
if
your
company
received
10,000
credit
applications
a
month,
you
can't
afford
to
engage
every
rejected
applicant
in
a
one-on-one
conversation.
A
well
written
form
letter
that
limits
response
options
from
your
readers
so
that
you
don't
have
to
explain
the
reasons
for
your
decision
already
covered
in
your
letter
is
a
better
choice.
When
adapting
a
negative
message
to
your
audience,
every
aspect
of
effective,
diplomatic
writing
is
amplified;
after
all,
our
audience
does
not
want
to
hear
a
negative
message
and
might
disagree
strongly
with
you.
Be
sure
to
maintain
the
you-attitude,
and
strive
for
polite
language
that
emphasizes
the
positive
whenever
appropriate.
If
your
credibility
hasn't
already
been
established
with
an
audience,
lay
out
your
qualifications
for
making
the
decision
in
question.
Recipients
of
negative
messages
who
don't
think
you
are
credible
are
more
likely
to
challenge
your
decision.
That's
why,
for
example,
messages
related
to
late
payments
are
often
signed
by
a
higher
executive.
And
as
always,
projecting
and
protecting
your
company's
image
is
a
prime
concern.
If
you're
not
careful,
a
negative
answer
could
spin
out
of
control
into
negative
feelings
about
your
company.
When
you
use
language
that
conveys
respect
and
avoids
an
accusing
tone,
you
protect
your
audience's
pride.
In
addition,
you
can
ease
the
sense
of
disappointment
by
using
positive
words
rather
than
negative,
counterproductive
ones
(see
Fig.
1
below.)
Chances
are
you'll
spend
more
time
on
word,
sentence,
and
paragraph
choices
for
negative
messages
than
for
any
other
type
of
business
writing.
People
who
receive
bad
news
often
look
for
subtle
shares
of
meaning,
seeking
flaws
in
your
reasoning
or
other
ways
to
challenge
the
decision.
By
writing
clearly
and
sensitively,
you
can
take
some
of
the
sting
out
of
bad
news
and
help
your
reader
to
accept
your
decision
and
to
move
on.
Your
need
for
careful
attention
to
detail
continues
as
you
complete
your
message.
Revise
your
content
to
make
sure
everything
is
clear,
complete,
and
concise
bearing
in
mind
that
even
small
flaws
are
magnified
as
readers
react
to
your
negative
news.
Produce
clear,
professional
documents,
and
proofread
carefully
to
eliminate
mistakes.
Finally,
be
especially
sure
that
your
negative
messages
are
delivered
promptly
and
successfully.
Waiting
for
bad
news
is
hard
enough
without
wondering
whether
a
message
was
lost.
Effective
bad
news
messages
convey
the
negative
information
the
customer
must
receive
with
an
eye
toward
keeping
future
business.
Without
even
thinking
about
it,
you've
probably
been
using
both
the
direct
and
indirect
approaches
to
deliver
bad
news
your
entire
life.
When
you
come
right
out
and
tell
somebody
some
bad
news,
you're
using
a
direct
approach.
When
you
try
to
soften
the
impact
by
easing
your
way
into
the
conversation
before
delivering
the
bad
news,
you're
using
an
indirect
approach.
Chances
are
you've
already
developed
an
instinctive
feel
for
which
approach
to
use
in
many
situations.
In
your
business
writing,
you'll
need
to
make
a
similar
choice
whenever
you
deliver
bad
news;
however,
there
are
no
clear
guidelines
to
help
you
choose
in
every
case.
Most
bad
news
messages
will
be
better
accepted
by
our
readers
if
we
use
the
indirect
approach.
The
care
we
take
to
soften
the
blow
will
result
in
effective
messages
that
consider
the
readers'
feelings
and
keeping
their
business.
The
indirect
approach
helps
readers
prepare
for
the
bad
news
by
presenting
the
reasons
for
the
bad
news
first.
When
done
right,
it
doesn't
obscure
bad
news,
delay
it,
or
limits
your
responsibility.
Rather,
the
indirect
approach
eases
the
blow
and
help
readers
accept
the
situation.
When
done
well,
the
indirect
approach
is
a
good
example
of
reader-centered
writing
crafted
with
attention
to
both
ethics
and
etiquette.
The
first
step
in
using
the
indirect
approach
is
to
write
a
buffer,
a
neutral,
non-controversial
statement
that
is
closely
related
to
the
point
of
the
message.
A
buffer
establishes
common
ground
with
your
reader;
moreover,
if
you're
responding
to
a
request,
a
buffer
validates
that
request.
Some
critics
believe
that
using
a
buffer
is
manipulative
and
unethical,
even
dishonest.
However,
buffers
are
unethical
only
if
they're
insincere
or
deceptive.
Showing
consideration
for
the
feelings
of
others
is
never
dishonest.
A
poorly
written
buffer
might
trivialize
the
reader's
concerns,
divert
attention
from
the
problem
with
insincere
flattery
or
irrelevant
material,
or
mislead
the
reader
into
thinking
your
message
actually
contains
good
news.
A
good
buffer,
on
the
other
hand,
can
express
your
appreciation
for
being
considered
(if
you're
responding
to
a
request),
assure
your
reader
of
your
attention
to
the
request,
or
indicate
your
understanding
of
the
reader's
needs.
A
good
buffer
also
needs
to
be
relevant
and
sincere.
Here are several types of effective buffers you could use to tactfully open a negative message.
Given
the
damage
that
a
poorly
composed
buffer
can
do,
consider
each
one
carefully
before
you
send
it.
Is
it
respectful?
Is
it
relevant?
Is
it
neutral,
implying
neither
yes
nor
no?
Does
it
provide
a
smooth
transition
to
the
reasons
that
follow?
If
you
can
answer
yes
to
every
question,
you
can
proceed
confidently
to
the
next
section
of
your
message.
However,
if
that
little
voice
inside
your
head
tells
you
that
your
buffer
sounds
insincere
or
misleading,
it
probably
is,
in
which
case
you'll
need
to
rewrite
it.
An
effective
buffer
serves
as
a
stepping
stone
to
the
next
part
of
your
message,
in
which
you
build
up
the
explanations
and
information
that
will
culminate
in
your
negative
news.
The
nature
of
the
information
you
provide
is
similar
to
that
of
the
direct
approachit
depends
on
the
audience
and
the
situationbut
the
way
you
portray
this
information
differs
from
any
portrayal
in
a
direct
message
because
your
reader
doesn't
know
your
conclusion
yet.
An
ideal
explanation
section
leads
readers
to
your
conclusion
before
you
come
right
out
and
say
it.
In
other
words,
before
you
actually
say
no,
the
reader
has
followed
your
line
of
reasoning
and
is
ready
for
the
answer.
By
giving
your
reasons
effectively,
you
help
maintain
focus
on
the
issues
at
hand
and
defuse
the
emotions
that
always
accompany
significantly
bad
news.
As
you
lay
out
your
reasons,
guide
your
readers'
responses
by
starting
with
the
most
positive
points
first
and
moving
forward
to
increasingly
negative
ones.
Provide
enough
detail
for
the
audience
to
understand
your
reasons,
but
be
concise;
a
long,
roundabout
explanation
will
just
make
your
audience
impatient.
Your
reasons
need
to
convince
your
audience
that
your
decision
is
justified,
fair,
and
logical.
If
appropriate,
you
can
use
the
explanation
section
to
suggest
how
the
negative
news
might
in
fact
benefit
your
reader.
Suppose
you
work
for
a
multinational
company
that
wants
to
hire
an
advertising
agency
to
support
your
offices
in
a
dozen
different
countries,
and
you
receive
a
proposal
from
an
agency
that
has
offices
in
only
one
of
those
countries.
In
your
list
of
reasons,
you
could
indicate
that
you
don't
want
to
impose
undue
hardship
on
the
agency
by
requiring
significant
amounts
of
international
travel.
However,
use
this
technique
with
care;
it's
easy
to
insult
readers
by
implying
that
they
shouldn't
be
asking
for
the
benefits
or
opportunities
they
were
seeking
in
the
first
place.
Avoid
hiding
behind
company
policy
to
cushion
your
bad
news.
If
you
say,
"Company
policy
forbids
our
hiring
anyone
who
does
not
have
two
years'
supervisory
experience,"
you
imply
that
you
won't
consider
anyone
on
his
or
her
individual
merits.
Skilled
and
sympathetic
communicators
explain
company
policy
(without
referring
to
it
as
"policy")
so
that
the
audience
can
try
to
meet
the
requirements
at
later
time.
Consider
this
response
to
an
employee:
Because
these
management
positions
are
quite
challenging,
the
human
relations
department
has
researched
the
qualifications
needed
to
succeed
in
them.
The
findings
show
that
the
two
most
important
qualifications
are
a
bachelor's
degree
in
business
administration
and
two
year's
supervisory
experience.
The paragraph above does a good job of stating reasons for the refusal: Hurley
Even
valid,
well-thought-out
reasons
won't
convince
every
reader
in
every
situation,
but
if
you've
done
a
good
job
of
laying
out
your
reasoning,
then
you've
done
everything
you
can
to
prepare
the
reader
for
the
main
idea,
which
is
the
negative
news
itself.
Now
that
you've
laid
out
your
reasons
thoughtfully
and
logically,
and
now
that
readers
are
psychologically
prepared
to
receive
the
bad
news,
your
audience
may
still
reject
your
message
if
the
bad
new
is
handled
carelessly.
Three
techniques
are
especially
useful
for
saying
no
as
clear
and
as
kindly
as
possible.
Minimize
the
space
or
time
devoted
to
the
bad
newswithout
trivializing
it
or
withholding
any
important
information.
Embed
bad
news
in
the
middle
of
a
paragraph
or
use
parenthetical
expression
("Our
profits,
which
are
down,
are
only
part
of
the
picture").
However,
keep
in
mind
that
it's
possible
to
abuse
de-emphasis.
For
instance,
if
the
primary
point
of
your
message
is
that
profits
are
down,
it
would
be
inappropriate
to
marginalize
that
news
by
burying
it
in
the
middle
of
a
sentence.
State
the
negative
news
clearly,
then
make
a
smooth
transition
to
any
positive
news
that
might
balance
the
story.
Second,
use
a
conditional
(if
or
when)
statement
to
imply
that
the
audience
could
have
received,
or
might
someday
receive,
a
favorable
answer
("When
you
have
more
managerial
experience,
you
are
welcome
to
reapply").
Such
a
statement
could
motivate
applicants
to
improve
their
qualifications.
Third,
emphasize
what
you
can
do
or
have
done,
rather
than
what
you
cannot
do.
Say,
"We
sell
exclusively
through
retailers,
and
the
one
nearest
you
that
carries
our
merchandise
is
..."
rather
than
"We
are
unable
to
serve
you,
so
please
call
your
nearest
dealer."
Also,
by
implying
the
bad
news,
you
may
not
need
to
actually
state
it
("The
five
positions
currently
open
have
been
filled
with
people
whose
qualification
match
those
uncovered
in
our
research").
By
focusing
on
the
positive
and
implying
the
bad
news,
you
make
the
impact
less
personal.
When
implying
bad
news,
be
sure
your
audience
understands
the
entire
message
-
including
the
bad
news.
Withholding
negative
information
or
overemphasizing
positive
information
is
unethical
and
unfair
to
your
reader.
If
an
implied
message
might
lead
to
uncertainty,
state
your
decision
in
direct
terms.
Just
be
sure
to
avoid
overly
blunt
statements
that
are
likely
to
cause
pain
and
anger:
If
you
can
prove
that
your
accusations
are
true,
you
haven't
defamed
the
person.
The
courts
are
likely
to
give
you
the
benefit
of
the
doubt
because
our
society
believe
that
ordinary
business
communication
should
not
be
hampered
by
fear
of
lawsuit
However,
beware
of
the
irate
letter
intended
to
let
off
steam:
If
the
message
has
no
necessary
business
purpose
and
is
expressed
in
abusive
language
that
hints
of
malice
you'll
lose
the
case.
To
avoid
being
accused
of
defamation,
follow
these
guidelines:
Avoid
using
any
kind
of
abusive
language
or
terms
that
could
be
considered
defamatory.
As
with
the
direct
approach,
the
conclusion
of
the
indirect
approach
is
your
opportunity
to
emphasize
your
respect
for
your
audience,
even
though
you've
just
delivered
unpleasant
news.
Express
best
wishes
without
ending
on
a
falsely
upbeat
note.
If
you
can
find
a
positive
angle
that's
meaningful
to
your
audience,
by
all
means
consider
adding
it
to
your
conclusion.
However,
don't
try
to
pretend
that
the
negative
news
didn't
happen
or
that
it
won't
affect
the
reader.
Suggest
alternative
solutions
if
such
information
is
available.
In
a
message
to
a
customer
or
potential
customer,
an
ending
that
includes
resale
information
or
sales
promotion
may
also
be
appropriate.
If
you've
asked
readers
to
decide
between
alternatives
or
to
take
some
action,
make
sure
that
they
know
what
to
do,
when
to
do
it,
and
how
to
do
it.
Whatever
type
of
conclusion
you
use,
follow
these
guidelines:
Avoid
a
negative
or
uncertain
conclusion.
Don't
refer
to,
repeat,
or
apologize
for
the
bad
news,
and
refrain
from
expressing
any
doubt
that
your
reasons
will
be
accepted
(avoid
statements
such
as
"I
trust
our
decision
is
satisfactory").
Be
optimistic
about
the
future.
Don't
anticipate
problems
(avoid
statements
such
as
"Should
you
have
further
problems,
please
let
us
know").
Be
sincere.
Steer
clear
of
cliches
that
are
insincere
in
view
of
the
bad
news
(if
you
can't
help,
don't
say,
"If
we
can
be
of
any
help,
please
contact
us").
Be
confident.
Don't
show
any
doubt,
about
keeping
the
person
as
a
customer
(avoid
phrases
such
as
"We
hope
you
will
continue
to
do
business
with
us").
Finally,
keep
in
mind
that
the
closing
is
the
last
thing
the
audience
has
to
remember
you
by.
Try
to
make
the
memory
a
positive
one.
Even
more
than
other
business
messages,
negative
messages
require
that
you
maintain
your
audience
focus
and
be
as
sensitive
as
possible
to
audience
needs.
Therefore
you
may
need
to
adapt
your
message
to
cultural
differences
or
to
the
difference
between
internal
and
external
audiences.
Cultural
Variations
Even
though
bad
news
is
unwelcome
in
any
language,
the
conventions
for
passing
it
on
to
business
associates
can
vary
considerably
from
country
to
country.
For
instance,
French
business
letters
are
traditionally
quite
formal
and
writer
oriented,
often
without
reference
to
audience
needs
or
benefits.
Moreover,
when
the
news
is
bad,
French
writers
take
a
direct
approach.
They
open
with
a
reference
to
the
problem
or
previous
correspondence
and
then
state
the
bad
news
clearly.
While
they
don't
refer
to
the
audience's
needs,
they
often
do
apologize
and
express
regret
for
the
problem.
In
contrast,
Japanese
letters
traditionally
open
with
remarks
about
the
season,
business
prosperity,
or
health.
When
the
news
is
bad,
these
opening
formalities
serve
as
the
buffer.
Explanations
and
apologies
follow,
and
then
comes
the
bad
news
or
refusal.
Japanese
writers
protect
their
reader's
feelings
by
wording
the
bad
new
ambiguously.
Western
readers
may
even
misinterpret
this
vague
language
as
a
condition
of
acceptance
rather
than
as
the
refusal
it
actually
is.
In
short,
if
you
are
communicating
across
cultures,
you'll
want
to
use
the
tone,
organization,
and
other
cultural
conventions
that
your
audience
expects.
Only
then
can
you
avoid
the
inappropriate
or
even
offensive
approaches
that
could
jeopardize
your
business
relationship.
You'll
want
to
adapt
your
negative
message
according
to
whether
your
audience
is
inside
or
outside
the
organization.
Recipients
inside
your
company
frequently
have
expectations
for
negative
messages
that
differ
from
those
of
recipients
outside
the
company.
For
example,
employees
will
react
negatively
to
news
of
an
impending
layoff,
but
company
shareholders
might
welcome
the
news
as
evidence
that
management
is
trying
to
control
costs.
Most
employees
will
not
only
expect
more
detail
but
will
also
expect
to
be
informed
before
the
general
public
is
told.
Plus,
after
several
years
of
seemingly
endless
upheavals
and
bad
news,
from
market
collapses
to
financial
scandals,
many
employees
are
less
inclined
to
believe
what
they
hear
from
management.
Cynicism
and
distrust
are
rampant
today,
and
employees
are
tired
of
discussing
change.
They
want
to
know
more
than
how
changes
will
help
the
company;
they
want
to
know
how
changes
are
going
to
affect
them
personally.
Managers
can
rebuild
trust
only
by
communicating
openly,
honestly
and
quickly
in
both
good
times
and
bad.
Of
course,
negative
news
must
also
flow
upward
in
an
organization,
from
lower
level
employees
to
higher-level
managers.
Even
when
employees
are
not
at
fault,
the
reluctance
to
give
bad
news
to
superiors
can
be
strong.
In
corporate
cultures
that
don't
encourage
open
communication,
employees
who
fear
retribution
may
go
to
great
lengths
to
avoid
sending
bad
news
messages.
In
such
a
dysfunctional
environment,
failure
breeds
still
more
failure
because
decision
makers
don't
get
the
honest,
objective
information
they
need
to
make
wise
choices.
In
contrast,
managers
in
open
culture
expect
their
employees
to
bring
them
bad
news
whenever
it
happens
so
that
corrective
action
can
be
taken.
Whatever
the
case,
if
you
do
need
to
transmit
bad
news
up
the
chain
of
command,
don't
try
to
pin
the
blame
on
anyone
in
particular.
Simply
emphasize
the
nature
of
the
problemand
a
solution,
if
possible.
This
tactic
will
help
you
earn
a
reputation
as
an
alert
problem
solver,
rather
than
as
just
a
complainer.
Negative
messages
to
outside
audiences
require
attention
to
the
diverse
nature
of
your
audience
and
the
concern
for
confidentiality
of
internal
information.
A
single
message
might
have
a
half
dozen
separate
audiences,
all
with
differing
opinions
and
agenda.
You
may
not
be
able
to
explain
things
to
the
level
of
detail
that
some
of
these
people
want
if
doing
so
would
release
proprietary
information
such
as
future
product.
Sending
and
receiving
negative
messages
leads
to
a
natural
human
tendency
to
delay,
downplay,
or
distort
the
bad
news.
Unfortunately
doing
so
may
be
unethical,
if
not
illegal.
In
recent
years,
numerous
companies
have
been
sued
by
shareholders,
consumers,
employees,
and
government
regulators
for
allegedly
withholding
or
delaying
negative
information
in
such
areas
as
company
finances,
environmental
hazards,
and
product
safety.
The
stock
brokerage
firm
Morgan
Stanley
was
recently
fined
$2.2
million
for
being
late
in
filing
required
complaint
and
misconduct
reports
67
percent
of
the
time.
The
pharmaceutical
industry,
under
pressure
for
years
to
disclose
the
results
of
failed
drug
trials,
began
to
publish
some
results
to
a
public
website
(www.clinicalstudyresults.org)
in
2004.When
an
organization
has
negative
information
that
affects
the
well-being
of
others,
it
has
an
ethical
obligation
to
communicate
that
information
quickly,
clearly,
and
completely.
This
ethical
obligation
to
communicate
the
facts
also
brings
with
it
the
responsibility
to
do
so
promptly.
Bad
news
often
means
that
people
need
to
make
other
plans,
whether
it's
an
employee
who
needs
to
find
a
new
job,
consumers
who
need
to
stop
using
an
unsafe
product,
or
a
community
that
needs
to
find
safe
drinking
water
when
its
supply
has
become
polluted.
The
longer
you
wait
to
deliver
bad
news,
the
harder
you
make
it
for
recipients
to
react
and
respond.
Some
negative
news
scenarios
will
also
test
your
self-control
and
sense
of
etiquette.
An
employee
who
lets
you
down,
a
supplier
whose
faulty
parts
damage
your
company's
reputation,
a
business
partner
who
violates
the
terms
of
your
contractsuch
situations
may
tempt
you
to
respond
with
a
personal
attack.
Keep
in
mind
that
negative
messages
can
have
a
lasting
impact
on
both
the
people
who
receive
them
and
the
people
who
send
them.
As
a
communicator,
it's
your
responsi-
bility
to
minimize
the
negative
impact
of
your
negative
messages
through
careful
planning
and
sensitive,
objective
writing.
As
much
as
possible,
focus
on
the
actions
or
conditions
that
led
to
the
negative
news,
not
on
personal
shortcomings
or
character
issues.
This
is
how
you
can
develop
a
reputation
as
a
professional
who
can
handle
the
toughest
situations
with
dignity.
In
the
course
of
your
business
career,
you
might
write
a
wide
variety
of
negative
messages,
from
announcing
declines
in
revenue
to
giving
negative
performance
reviews.
The
following
sections
offer
examples
of
the
most
common
negative
messages,
dealing
with
topics
such
as
routine
business
matters,
organizational
news,
and
employment
messages.
Most
companies
receive
numerous
requests
for
information
and
donations
or
invitations
to
join
community
or
industry
organizations.
As
you
progress
in
your
career
and
become
more
visible
in
your
industry
and
community,
you
will
receive
a
wide
variety
of
personal
invitations
to
speak
at
private
or
public
functions
or
to
volunteer
your
time
for
a
variety
of
organizations.
In
addition,
routine
business
matters
such
as
credit
applications
and
requests
for
adjustment
will
often
require
negative
responses.
Neither
you
nor
your
company
will
be
able
to
say
yes
to
every
request.
So
crafting
negative
responses
quickly
and
graciously
is
an
important
skill
for
many
professionals.
Routine
requests
may
come
both
from
groups
and
from
individuals
outside
the
company,
as
well
as
from
colleagues
inside
the
organization.
When
you
aren't
able
to
meet
the
request,
your
primary
communication
challenge
is
to
give
a
clear
negative
response
without
generating
negative
feelings
or
damaging
either
your
personal
reputation
or
the
company's.
As
simple
as
these
messages
may
appear
to
be,
they
can
test
your
skills
as
a
communicator
because
you
often
need
to
deliver
negative
information
while
maintaining
a
positive
relationship
with
the
other
party.
Saying
no
is
a
routine
part
of
business
and
shouldn't
reflect
negatively
on
you.
If
you
said
yes
to
every
request
that
crossed
your
desk,
you'd
never
get
any
work
done.
The
direct
approach
will
work
best
for
most
routine
negative
responses.
It
not
only
helps
your
audience
get
your
answer
quickly
and
move
on
to
other
possibilities
but
also
helps
you
save
time,
since
the
direct
approach
is
often
easier
to
write.
The
indirect
approach
works
best
when
the
stakes
are
high
for
you
or
for
your
receiver,
when
you
or
your
company
has
an
established
relationship
with
the
person
making
the
request,
or
when
you're
forced
to
decline
a
request
that
you
might
have
said
yes
to
in
the
past.
Consider the following points as you develop your routine negative messages:
Manage
your
time
carefully.
Ironically,
as
you
move
upward
in
your
career,
you'll
receive
more
and
more
requestsand
have
less
and
less
time
to
answer
them
Focus
your
limited
time
on
the
most-important
relationships
and
requests,
then
get
in
the
habit
of
crafting
quick
standard
responses
for
less
important
situations.
If
the
matter
is
closed,
don't
imply
that
it's
still
open.
If
your
answer
is
truly
no,
don't
use
phrases
such
as
"Let
me
think
about
it
and
get
back
to
you"
as
a
way
to
delay
saying
no.
Such
delays
waste
time
for
you
and
the
other
party.
Offer
alternative
ideas
if
you
can.
For
example,
if
you
need
to
turn
down
a
speaking
invitation,
you
might
offer
the
name
of
someone
else
who
might
be
willing
to
speak
in
your
place.
However,
remember
to
use
your
time
wisely
in
such
matters.
Unless
the
relationship
is
vital
to
your
company,
you
probably
shouldn't
spend
time
researching
alternatives
for
the
other
person.
Don't
imply
that
other
assistance
or
information
might
be
available
if
it
isn't.
Don't
close
your
negative
message
with
a
cheery
but
insincere
"Please
contact
us
if
we
can
offer
any
additional
assistance."
An
empty
attempt
to
mollify
hostile
feelings
could
simply
lead
to
another
request
you'll
have
to
refuse.
For
any
number
of
reasons,
businesses
must
sometimes
convey
bad
news
concerning
the
sale
and
delivery
of
products
and
services.
Bad
news
about
transactions
is
always
unwelcome
and
usually
unexpected.
These
messages
have
three
goals:
The
specific
content
and
tone
of
each
message
can
vary
widely,
depending
on
the
nature
of
the
transaction
and
your
relationship
with
the
customer.
Telling
an
individual
consumer
that
her
new
sweater
will
be
arriving
a
week
later
than
you
promised
is
a
much
simpler
task
than
telling
General
Motors
that
30,000
transmission
parts
will
be
a
week
late,
especially
since
you
know
the
company
will
be
forced
to
idle
a
multimillion-dollar
production
facility
as
a
result.
Negative
messages
concerning
professional
services
can
be
particularly
tricky
since
the
person
writing
such
a
message
is
often
the
same
person
who
performs
the
service;
as
a
result,
these
messages
can
have
an
uncomfortably
personal
aspect
to
them.
Negative
messages
about
transactions
come
in
two
basic
flavors.
If
you
haven't
done
anything
specific
to
set
the
customer's
expectationssuch
as
promising
deliver
within
24
hoursthe
message
simply
needs
to
inform
the
customer,
with
little
or
no
emphasis
on
apologies.
(Bear
in
mind,
though,
in
this
age
of
online
ordering
and
overnight
delivery,
customers
have
been
conditioned
to
expect
instantaneous
fulfillment
of
nearly
every
transaction,
even
if
you
haven't
promised
anything.)
If
the
customer
wasn't
promised
delivery
by
a
certain
date,
you
can
simply
inform
the
customer
when
to
expect
the
rest
of
the
order.
You
end
the
message
with
words
that
encourage
future
business.
If
you
did
set
the
customer's
expectations
and
now
find
you
can't
meet
them,
you
task
is
more
complicated.
In
addition
to
resetting
the
customer's
expectations
and
explaining
how
you'll
resolve
the
problem,
you
may
need
to
include
an
element
of
apology.
The
scope
of
the
apology
depends
on
the
magnitude
of
the
mistake.
For
the
customer
who
ordered
the
sweater,
a
simple
apology,
followed
by
a
clear
statement
of
when
the
sweater
will
arrive,
would
probably
be
sufficient.
An
explanation
is
usually
not
required,
although
if
a
meaningful
reason
exists,
and
if
stating
it
will
help
smooth
over
the
situation
without
sounding
like
a
feeble
excuse,
by
all
means
include
it.
For
example,
if
a
storm
closed
the
highways
and
prevented
your
receiving
necessary
material,
say
so;
however,
if
you
simply
received
more
orders
than
you
expected
and
promised
more
than
you
could
deliver,
the
customer
will
be
less
sympathetic.
For
larger
business-to-
business
transactions,
the
customer
may
want
an
explanation
of
what
went
wrong
in
order
to
determine
whether
you'll
be
able
to
perform
as
you
promise
in
the
future.
To
help
repair
the
damage
to
the
relationship
and
encourage
repeat
business,
many
companies
offer
discounts
on
future
purchases,
free
merchandise,
or
other
considerations.
Even
modest
efforts
can
go
a
long
way
to
rebuilding
the
customer's
confidence
in
your
company.
However,
you
don't
always
have
a
choice.
Business-to-business
purchasing
contracts
often
include
performance
clauses
that
legally
entitle
the
customer
to
discounts
or
other
restitution
in
the
event
of
late
delivery.
Construction
contracts
sometime
specify
penalties
for
every
day
the
project
extends
past
the
original
completion
date.
In
such
cases,
a
simple
apology
is
clearly
inadequate.
Almost
every
customer
who
makes
a
claim
or
requests
an
adjustment
is
emotionally
involved;
therefore,
the
indirect
method
is
usually
the
best
approach
for
a
refusal.
Your
job
as
a
writer
is
to
avoid
accepting
responsibility
for
the
unfortunate
situation
and
yet
avoid
blaming
or
accusing
the
customer.
To
steer
clear
of
these
pitfalls,
pay
special
attention
to
the
tone
of
your
letter.
A
tactful
and
courteous
letter
can
build
goodwill
even
while
denying
the
claim.
For
example,
Village
Electronics
recently
received
a
letter
from
Daniel
Lindmeier,
who
purchased
a
digital
video
camera
a
year
ago.
He
wrote
to
say
that
the
unit
doesn't
work
correctly
and
to
inquire
about
the
warranty.
Lindmeier
believes
that
the
warranty
covers
one
year,
when
it
actually
covers
only
three
months:
Buffers
the
bad
news
by
emphasizing
a
point
the
reader
and
writer
both
agree
on
Soothes
the
reader
with
a
positive
alternative
States
bad
news
indirectly,
tactfully
leaving
the
repair
decision
to
the
customer
Closes
by
blending
sales
promotion
with
an
acknowledgme
nt
of
the
customer's
interests
When
refusing
a
claim,
avoid
language
that
might
have
a
negative
impact
on
the
reader.
Instead,
demonstrate
that
you
understand
and
have
considered
the
complaint
carefully.
Then,
even
if
the
claim
is
unreasonable,
rationally
explain
why
you
are
refusing
the
request.
Remember,
don't
apologize
and
don't
hide
behind
"company
policy."
End
the
letter
on
a
respectful
and
action-
oriented
note.
If
you
deal
with
enough
customers
over
a
long
enough
period,
chances
are
you'll
get
a
request
that
is
particularly
outrageous.
You
may
even
be
positive
that
the
person
is
being
dishonest.
You
must
resist
the
temptation
to
call
the
person
a
liar,
crook,
swindler,
or
an
incompetent.
If
you
don't,
you
could
be
sued
for
defamation,
a
false
statement
that
tends
to
damage
someone's
character
or
reputation.
(Written
defamation
is
called
libel;
spoken
defamation
is
called
slander.)
Someone
suing
for
defamation
must
prove
If
you
wish
to
express
your
own
personal
opinions
about
a
sensitive
matter,
use
your
own
stationery
(not
company
letterhead),
and
don't
include
your
job
title
or
position.
Just
be
aware
that
by
doing
so,
you
take
responsibility
for
your
own
opinions,
you
are
no
longer
acting
within
the
scope
of
your
duties
with
the
company,
and
you
are
personally
liable
for
any
resulting
legal
action.
Provide
accurate
information
and
stick
to
the
facts.
Never
let
anger
or
malice
motivate
your
messages.
Consult
your
company's
legal
department
or
an
attorney
whenever
you
think
message
might
have
legal
consequences.
Communicate
honestly,
and
make
sure
that
what
you're
saying
is
what
you
believe
to
be
true.
Emphasize
a
desire
for
a
good
relationship
in
the
future.
Most
important,
remember
that
nothing
positive
can
come
out
of
antagonizing
a
customer,
even
a
customer
who
has
verbally
abused
you
or
your
colleagues.
Reject
the
claim
and
move
on
to
the
next
challenge.
In
addition
to
routine
matters
involving
individual
customers
and
other
parties,
you
may
encounter
special
cases
that
require
you
to
issue
negative
announcement
regarding
some
aspect
of
your
products,
services,
or
operations.
Most
of
these
scenarios
have
unique
challenges
that
must
be
addressed
on
a
case-by-case
basis,
but
the
general
advice
offered
here
applies
to
all
of
them.
One
key
difference
among
a
these
messages
is
whether
you
have
time
to
plan
the
announcement.
The
following
section
addresses
those
negative
messages
that
you
do
have
time
to
plan
for,
the
"Communicating
in
a
Crisis"
offers
advice
on
communication
during
emergencies.
Even
the
best-run
companies
stumble
on
occasion,
sometimes
through
their
own
actions
and
sometimes
through
the
actions
of
someone
else.
At
other
times,
the
company
needs
to
make
decisions
that
are
unpopular
with
customers
(price
increases,
product
cancellation,
product
recalls),
with
employees
(layoffs,
benefit
reductions,
plant
closings),
or
with
other
groups
(relocating
to
a
new
community,
replacing
a
board
member,
canceling
contract
with
a
supplier).
The
common
characteristic
of
all
these
messages
is
the
need
to
send
negative
announcements
to
one
or
more
groups
of
people,
rather
than
to
a
specific
individual.
Because
you're
using
a
single
announcement
to
reach
a
variety
of
people,
each
of
whom
may
react
differently,
these
messages
need
to
be
planned
with
great
care.
A
relatively
simple
announcement,
such
as
a
price
increase,
needs
to
be
communicated
to
both
customers
on
the
outside
and
your
sales
force
on
the
inside,
neither
of
whom
is
likely
to
welcome
the
news.
A
more
significant
event,
such
as
a
plant
closing,
can
affect
thousands
of
people
in
dozens
of
organizations.
Employees
need
to
find
new
jobs
or
get
training
in
new
skills.
School
districts
may
have
to
adjust
budgets
and
staffing
levels
if
many
of
your
employees
plan
to
move
in
search
of
new
jobs.
Your
customers
need
to
find
new
suppliers.
Your
suppliers
may
need
to
find
other
customers
of
their
own.
Government
agencies
may
need
to
react
to
everything
from
a
decrease
in
tax
revenues
to
an
influx
of
people
seeking
unemployment
benefits.
Match
your
approach
to
the
situation.
A
modest
price
increase
won't
shock
most
customers,
so
the
direct
approach
is
fine.
However,
canceling
a
product
that
people
count
on
is
another
matter,
so
building
up
to
the
news
via
the
indirect
approach
might
be
better.
Consider
the
unique
needs
of
each
group.
As
the
plant
closing
example
illustrates,
various
people
have
different
information
needs.
Give
each
audience
enough
time
to
react
as
needed.
Most
organizations
operate
on
quarterly
or
annual
budgeting
cycles
and
need
time
to
react
to
news.
Employees,
particularly
higher-level
executives,
may
need
as
much
as
six
months
or
more
to
find
new
jobs.
Plan
the
sequence
of
multiple
announcements.
In
addition
to
giving
each
group
enough
time,
some
groups
will
expect
to
be
informed
before
others.
For
instance,
if
employees
hear
about
a
plant
closing
on
the
evening
news
or
from
a
real
estate
agent,
their
trust
in
management
will
likely
be
destroyed.
Tell
insiders
and
the
most-affected
groups
first.
Give
yourself
enough
time
to
plan
and
manage
a
response.
Chances
are
you're
going
to
be
hit
with
complaints,
questions,
or
product
returns
after
you
make
your
announcement,
so
make
sure
you're
ready
with
answers
and
additional
follow-up
information.
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.
Phony
optimism
would
only
make
a
bad
situation
worse.
The
best
you
may
be
able
to
do
is
to
thank
people
for
their
past
support
and
to
wish
them
well
in
the
future.
On
the
other
hand,
if
eliminating
a
seldom-used
employee
benefit
means
the
company
doesn't
have
to
deduct
additional
money
from
paychecks
every
month,
by
all
means
promote
that
positive
angle.
Minimize
the
element
of
surprise
whenever
possible.
This
step
can
require
considerable
judgment
on
your
part,
but
if
you
recognize
that
current
trends
are
pointing
toward
negative
results
sometime
in
the
near
future,
it's
often
better
to
let
your
audience
know
ahead
of
time.
For
instance,
a
common
complaint
in
many
shareholder
lawsuits
is
a
claim
that
the
company
didn't
let
investors
know
business
was
deteriorating
until
it
was
too
late.
Seek
expert
advice
if
you're
not
sure.
Many
significant
negative
announcements
have
important
technical,
financial,
or
legal
elements
that
require
the
expertise
of
lawyers,
accountants,
or
other
specialists.
If
you're
not
sure
how
to
handle
every
aspect
of
the
announcement,
ask.
Negative
situations
will
test
your
skills
both
as
a
communicator
and
as
a
leader.
People
may
turn
to
you
and
ask,
"OK,
so
things
are
bad;
now
what
do
we
do?"
Inspirational
leaders
try
to
seize
such
opportunities
as
a
chance
to
reshape
or
reinvigorate
the
organization,
and
they
offer
encouragement
to
those
around
them.
Communicating
in
a
Crisis
Some
of
the
most
critical
instances
of
business
communication
occur
during
internal
or
external
crises,
which
range
from
incident
of
product
tampering
to
industrial
accidents,
crimes
or
scandals
involving
company
employees,
on-site
hostage
situations,
or
terrorist
attacks.
During
a
crisis,
employees,
their
families,
the
surrounding
community,
and
others
will
demand
information
plus,
rumors
can
spread
unpredictably
and
uncontrollably.
You
can
also
expect
the
news
media
to
descend
quickly,
asking
questions
of
anyone
they
can
find.
Although
you
can't
predict
these
events,
you
can
prepare
for
them.
Companies
that
respond
quickly
with
the
information
people
need
tend
to
fare
much
better
in
these
circumstances
than
those
who
go
into
hiding
or
release
bits
and
pieces
of
uncoordinated
or
inconsistent
information.
Companies
such
as
Johnson
&
Johnson
(in
a
Tylenol-tampering
incident)
emerged
from
crisis
with
renewed
respect
for
their
decisive
action
and
responsive
communication.
In
contrast,
Exxon
continues
to
be
cited
as
a
classic
example
of
how
not
to
communicate
in
a
crisis-more
than
a
quarter
century
after
one
of
its
tankers
spilled
250,000
barrels
of
oil
into
Alaska's
Prince
William
Sound.
The
company
frustrated
the
media
and
the
public
with
sketchy,
inconsistent
information
and
an
adamant
refusal
to
accept
responsibility
for
the
full
extent
of
the
environmental
disaster.
The
company's
CEO
didn't
talk
to
the
media
for
nearly
a
week;
other
executives
made
contradic-
tory
statements,
which
further
undermined
public
trust.
The
mistakes
had
a
lasting
impact
on
the
company's
reputation
and
consumers'
willingness
to
buy
its
products.
The
key
to
successful
communication
efforts
during
a
crisis
is
having
a
crisis
management
plan.
In
addition
to
defining
operational
procedures
to
deal
with
the
crisis
itself,
the
plan
also
outlines
communication
tasks
and
responsibilities,
which
can
include
everything
from
media
contacts
to
news
release
templates.
The
plan
should
clearly
specify
which
people
are
authorized
to
speak
for
the
company,
contact
information
for
all
key
executives,
and
a
list
of
the
media
outlets
and
technologies
that
will
be
used
to
disseminate
information.
At
Baptist
Hospital
in
hurricane-prone
Pensacola,
Florida,
human
resources
director
Celeste
Norris
and
her
colleagues
plan
for
every
contingency.
For
instance,
the
walkie-talkies
they
keep
on
hand
became
the
only
communication
link
throughout
the
facility
when
Hurricane
Ivan
took
out
both
electrical
power
and
cell
phone
towers.
Many
companies
now
go
one
step
further
by
regularly
testing
crisis
communications
in
realistic
practice
drills
lasting
a
full
day
or
more.
Anticipation
and
planning
are
key
to
successful
communication
in
a
crisis.
Most
managers
must
convey
bad
news
about
individual
employees
from
time
to
time.
You
can
use
the
direct
approach
when
writing
to
job
applicants
or
when
communicating
with
other
companies
to
send
a
negative
reference
to
a
prospective
employer.
But
it's
best
to
use
the
indirect
approach
when
giving
negative
performance
reviews
to
employees;
they
will
most
certainly
be
emotionally
involved.
In
addition,
choose
the
media
you
use
for
these
messages
with
care.
E-mail
and
other
written
forms
let
you
control
the
message
and
avoid
personal
confrontation,
but
one-on-
one
conversations
are
more
sensitive
and
facilitate
questions
and
answers.
Even
though
many
states
have
passed
laws
to
protect
employers
who
provide
open
and
honest
job
references
for
former
employees,
legal
hazards
persist.
That's
why
many
former
employers
still
refuse
to
write
recommendation
lettersespecially
for
people
whose
job
performance
has
been
unsatisfactory.
When
sending
refusals
to
prospective
employers,
your
message
may
be
brief
and
direct:
This
message
doesn't
need
to
say,
"We
cannot
comply
with
your
request."
It
simply
gets
down
to
the
business
of
giving
readers
the
information
that
is
allowable.
Refusing
an
applicant's
direct
request
for
a
recommendation
letter
is
another
matter.
Any
refusal
to
cooperate
may
seem
a
personal
slight
and
a
threat
to
the
applicant's
future.
Diplomacy
and
preparation
help
readers
accept
your
refusal:
Thank
you
for
letting
me
know
about
your
job
opportunity
with
Coca-Cola.
Your
internship
there
and
the
MBA
you've
worked
so
hard
to
earn
should
place
you
in
an
excellent
position
to
land
the
marketing
job.
Although
we
do
not
send
out
formal
recommendations
here
at
PepsiCo,
I
can
certainly
send
Coca-Cola
a
confirmation
of
your
employment
dates.
And
if
you
haven't
considered
this
already,
be
sure
to
ask
several
of
your
professors
to
write
evaluations
of
your
marketing
skills.
Best
of
luck
to
you
in
your
career.
This
letter
deftly
and
tactfully
avoids
hurting
the
reader's
feelings,
because
it
makes
positive
comments
about
the
readers
recent
activities,
implies
the
refusal,
suggests
an
alternative,
and
uses
a
polite
close.
Tactfully
telling
job
applicants
that
you
won't
be
offering
them
employment
is
another
frequent
communication
challenge.
But
don't
let
the
difficulty
stop
you
from
communicating
the
bad
news.
Failing
to
respond
to
applications
is
a
shoddy
business
practice
that
will
harm
your
company's
reputation.
At
the
same
time,
poorly
written
rejection
letters
have
negative
consequences,
ranging
from
the
loss
of
qualified
candidates
for
future
openings
to
the
loss
of
potential
customers
(not
only
the
rejected
applicants
but
also
their
friends
and
family).
Poorly
phrased
rejection
letters
can
even
invite
legal
troubles.
When
delivering
bad
news
to
job
applicants,
follow
three
guidelines:
Choose
your
approach
carefully.
Experts
disagree
on
whether
a
direct
or
an
indirect
approach
is
best
for
rejection
letters.
On
the
one
hand,
job
applicants
know
they
won't
get
many
of
the
positions
they
apply
for,
so
negative
news
during
a
job
search
is
not
generally
a
shock.
On
the
other
hand,
people
put
their
hopes
and
dreams
on
the
line
when
they
apply
for
work,
so
job
applicants
have
a
deep
emotional
investment
in
the
process,
which
is
one
of
the
factors
to
consider
in
using
an
indirect
approach.
If
you
opt
for
a
direct
approach,
try
not
to
be
brutally
blunt
in
the
opening.
Tell
your
reader
that
the
position
has
been
filled,
rather
than
saying,
"Your
application
has
been
rejected."
If
you
opt
for
an
indirect
approach,
be
careful
not
to
mislead
the
reader
or
delay
the
bad
news
for
more
than
a
sentence
or
two.
A
simple
"Thank
you
for
considering
ABC
as
the
place
to
start
your
career"
is
a
quick,
courteous
buffer
that
shows
your
company
is
flattered
to
be
considered.
Don't
mislead
the
reader
in
your
buffer
by
praising
his
or
her
qualifications
in
a
way
that
could
suggest
good
news
is
soon
to
follow.
Clearly
state
why
the
applicant
was
not
selected.
Make
your
rejection
less
personal
by
stating
that
you
hired
someone
with
more
experience
or
whose
qualifications
match
the
position
requirements
more
closely.
Close
by
suggesting
alternatives.
If
you
believe
the
applicant
is
qualified,
mention
other
openings
within
your
company.
You
might
suggest
professional
organizations
that
could
help
the
applicant
find
employment.
Or
you
might
simply
mention
that
the
applicant's
resume
will
be
considered
for
future
openings.
Any
of
these
positive
suggestions
may
help
the
applicant
be
less
disappointed
and
view
your
company
more
positively.
A
rejection
letter
need
not
be
long.
Remember,
sending
a
well-written
form
letter
that
follows
these
three
guidelines
is
better
than
not
sending
one
at
all.
After
all,
the
applicant
wants
to
know
only
one
thing:
Did
I
land
the
job?
Your
brief
message
conveys
the
information
clearly
and
with
tactful
consideration
for
the
applicant's
feelings.
After
Carol
DeCicco
interviewed
with
Bradley
Jackson,
she
was
hopeful
about
receiving
job
offer.
Everything
went
well,
and
her
resume
was
in
good
shape.
The
e-mail
below
was
drafted
by
Marvin
Fichter
to
communicate
the
bad
news
to
DeCiccco.
The
e-mail
helps
DeCicco
understand
that
(1)
she
would
have
been
hired
if
she'd
had
more
tax
experience
and
(2)
she
shouldn't
be
discouraged.
Buffers
the
upcoming
bad
news
with
a
sincere
thanks
Moderates
the
bad
news
with
honest,
specific
encouragement
Sets
the
stage
for
bad
news
by
explaining
the
context
in
which
the
decision
was
made.
Presents
the
bad
news
as
a
logical
consequence
of
the
decision
making
process
Closes
in
a
respectfully
and
positively
Positive
and
negative
performance
reviews
share
several
characteristics:
The
tone
is
objective
and
unbiased,
the
language
is
nonjudgmental,
and
the
focus
is
problem
resolution.
Also,
to
increase
objectivity,
more
organizations
are
giving
their
employees
feedback
from
multiple
sources.
In
these
"360-degree
reviews,"
employees
get
feedback
from
all
directions
in
the
organization:
above,
below,
and
horizontally.
It's
difficult
to
criticize
employees
face
to
face,
and
it's
just
as
hard
to
include
criticism
in
written
performance
evaluations.
Nevertheless,
if
you
fire
an
employee
for
incompetence
and
the
performance
evaluations
are
all
positive,
the
employee
can
sue
your
company,
maintaining
you
had
no
cause
to
terminate
employment.
Also,
your
company
could
be
sued
for
negligence
if
an
injury
is
caused
by
an
employee
who
received
a
negative
evaluation
but
received
no
corrective
action
(such
as
retraining).
So
as
difficult
as
it
may
be,
make
sure
your
performance
evaluations
are
well
balanced
and
honest.
When you need to give a negative performance review, follow these guidelines:
Confront
the
problem
right
away.
Avoiding
performance
problems
only
makes
them
worse.
Moreover,
if
you
don't
document
problems
when
they
occur,
you
may
make
it
more
difficult
to
terminate
employment
later
on,
if
the
situation
comes
to
that.
Plan
your
message.
Be
clear
about
your
concerns,
and
include
examples
of
the
employee's
specific
actions.
Think
about
any
possible
biases
you
may
have,
and
get
feedback
from
others.
Collect
and
verify
all
relevant
facts
(both
strengths
and
weaknesses).
Deliver
the
message
in
private.
Whether
in
writing
or
in
person,
be
sure
to
address
the
performance
problem
privately.
Don't
send
performance
reviews
by
e-mail
or
fax.
If
you're
reviewing
an
employee's
performance
face
to
face,
conduct
that
review
in
a
meeting
arranged
expressly
for
that
purpose,
and
consider
holding
that
meeting
in
a
conference
room,
the
employee's
office,
or
some
other
neutral
area.
Focus
on
the
problem.
Discuss
the
problems
caused
by
the
employee's
behavior
(without
attacking
the
employee).
Compare
the
employee's
performance
with
what's
expected,
with
company
goals,
or
with
job
requirements
(not
with
the
performance
of
other
employees).
Identify
the
consequences
of
continuing
poor
performance,
and
show
that
you're
committed
to
helping
solve
the
problem.
Ask
for
a
commitment
from
the
employee.
Help
the
employee
understand
that
planning
for
and
making
improvements
are
the
employee's
responsibility.
However,
finalize
decisions
jointly
so
that
you
can
be
sure
any
action
to
be
taken
is
achievable.
Set
a
schedule
for
improvement
and
for
following
up
with
evaluations
of
that
improvement.
Even
if
your
employee's
performance
has
been
disappointing,
you
would
do
well
to
begin
by
mentioning
some
good
points
in
your
performance
review.
Then
clearly
and
tactfully
state
how
the
employee
can
better
meet
the
responsibilities
of
the
job.
If
the
performance
review
is
to
be
effective,
be
sure
to
suggest
ways
that
the
employee
can
improve.
For
example,
instead
of
only
telling
an
employee
that
he
damaged
some
expensive
machinery,
suggest
that
he
take
a
refresher
course
in
the
correct
operation
of
that
machinery.
The
goal
is
to
help
the
employee
succeed.
Activities
Activity One