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Chapter 8

MaintainingGoodwill in

Bad-NewsMessages

© 2014 by McGraw-Hill Education. This is proprietary aterial

solely !or authori"ed instructor use. #ot authori"ed !or sale or

distribution in any anner. This docuent ay not be copied$

scanned$ duplicated$ !orwarded$ distributed$ or posted on a

website$ in whole or part.

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© 2014 by McGraw-Hill Education. This is proprietary aterial solely !or authori"ed instructor use. #ot authori"ed !or sale or distribution in any anner. This

docuent ay not be copied$ scanned$ duplicated$ !orwarded$ distributed$ or posted on a website$ in whole or part.

• Why Indirect Order?

• The General Indirect Plan

•

Adaptations o the General Plan to!peci"c !it#ations – $e#sed $e%#ests

– Clai& Messages

– Ad'#st&ent $e#sals – Negati(e Anno#nce&ents

Chapter O(er(iew

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Bad news is recei(ed &ore positi(ely whenpreceded )y e*planation+ Why?•Bad news can )e shoc,ing+ Preparatory

words ease the reader into the news+•earing the .good/ reasons "rst prepares thereader or interpreting the )ad news correctly+•0(en i the reader e*pects )ad news1 the

e2ort to spare his3her eelings is appreciatedand can help con(ince the reader o thewriter4s position+

Why Indirect Order?

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• Begin with a strategic )#2er+

– !et #p yo#r strategy+

–

Ac,nowledge any preceding &essages+• !et #p the negati(e news+

• Present the )ad news positi(ely+

• O2er an alternati(e sol#tion+• 0nd with goodwill1 speci"cally

adapted+

The General Indirect Plan

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• I yo# or yo#r co&pany is at a#lt + + +

– an apology1 lin,ed with a plan o action1can help to restore goodwill+

– Ma,e the apology early in the &essageand then &o(e on+

• I yo# are not directly at a#lt + + +

– an apology can &a,e yo# appear in thewrong+

– Apologies can ha(e legal i&plications+

When to Ma,e an Apology

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Preliminary considerations:

• The news is )ad

• The reader wants so&ething5 yo# &#st re#se

• 6o#r goals7

– say no

– &aintain goodwill

•

The "rst goal is easy5 the second re%#ires tact• 6o# &#st present reasons that will con(ince

$e#sed $e%#ests

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• Begin with words that identiy the s#)'ect1 arene#tral1 and set #p the &essage+

• Present reasons #sing positi(e lang#age and

yo#-(iewpoint+

• $e#se clearly and positi(ely1 e&)eddingwhere possi)le to de-e&phasie the negati(e+

• Incl#de a co#nterproposal or co&pro&isewhen appropriate+

• 0nd with an adapted goodwill co&&ent+

Indirect Plan or a $e#sal

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• 6o# )elie(e that yo# deser(e an ad'#st&ent+

• The a#lt lies with the reader+

• The goal is to present yo#r re%#estcon(incingly witho#t )la&ing the reader+

• Th#s1 yo# &#st thin, thro#gh the sit#ation

to de(elop a strategy that will pers#ade)#t not o2end+

• 6o# &#st choose yo#r tone accordingly+

Indirect Clai&s

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• Begin with words that introd#ce thepro)le& )#t do not anger the reader+

•

9escri)e the pro)le& clearly+• Ma,e the acco#nt act#al1 not e&otional+

• Ma,e clear what ,inds o da&age orpro)le&s were ca#sed+

• :ead syste&atically to the ad'#st&entre%#est+

• 0nd with words that lea(e the door open

or #t#re relations with the reader+

Indirect Plan or Clai&

Messages

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• The decision has )een &ade to re#se an#n'#sti"ed clai&+

• The news is )ad+

• The goal is to present the )ad news in apositi(e way+

• Th#s1 yo# &#st thin, thro#gh the sit#ationto de(elop a strategy to e*plain or '#stiythe decision+

Ad'#st&ent $e#sals

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• Begin with words that are on s#)'ect1ne#tral1 and that set #p the &essage

•

Present the strategy that will e*plainor '#stiy+

• Ma,e it act#al and positi(e+

•

:ead syste&atically to the re#sal+• Then re#se ; clearly and positi(ely+

• 0nd with o2-s#)'ect1 riendly words+

Indirect Plan or Ad'#st&ent

$e#sals

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• Presentations o )ad news toc#sto&ers or e&ployees + + +

– generally ollow the indirect pattern ;especially i news is (ery disappointing+

– Th#s1 they ollow the strategiespre(io#sly re(iewed+

Negati(e Anno#nce&ents

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• !tart with a )#2er that sets #p thee*planation o the )ad news+

• Present the '#sti"cation+

• Co(er the )ad news positi(ely )#t clearly+

• elp resol(e any pro)le& the )ad newscreates+

• 0nd with orward-loo,ing1 riendly words+

Indirect Plan or Negati(e

Anno#nce&ents

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• A direct plan is '#sti"ed when the )adnews

– is e*pected+

– is insigni"cant+

– &ay ha(e positi(e possi)ilities+

9irect Negati(e

Anno#nce&ents

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Good Ad(ice or Bad News

Documents

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