Bad communication about bad news can be really bad for your organization. Learn why bad news is so "sticky" and how to use a simple six-step process to communicate bad news the right way.

1. And the good news is?
Communicating bad news to the right people in the right way
Blythe Campbell, NANA Development Corporation

2. Today’s
session
Bad news defined
Why people like bad news
Why bad news is stronger than good
How people react to bad news
What’s your goal?
A borrowed approach to delivering bad news
Why sharing bad news in the right way is a good idea

3. Bad news
defined
News that changes someone’s situation for the worse
(News that changes someone’s situation at all)
For this session, we’re going to define bad news as
something you know in advance and have time to plan
for, and a crisis as something sudden and unexpected.

4. Bad news falls
on a
continuum –
and it’s
subjective

5. Why people
like bad news
“Negativity Bias”
• Genetics - if you are aware of threats you are more
likely to survive
• Brain science – negative information gets more
processing time than positive information

6. Bad news is
stronger than
good

7. How people
react to bad
news
Grief
Tears
Anger
Withdrawal
Denial
Blame
Guilt
Disbelief
Anxiety
Shame
Sadness
Shock
Fear
Depression
Bargaining
Rejection
Resignation
Paralysis
Stress
Hopelessness
Cynicism
Rage
Acceptance
Confusion

8. What’s your
goal?
Why do you want to share bad news?
Who really needs to know?
What do you want people to DO?
How do you want people to FEEL?

9. Reasons not to
share bad
news – at least
for now
You don’t have enough accurate, stable and actionable
information
You don’t have a solution yet
You believe transparency is about the volume and speed
of information – not its quality
You’re just doing it to make yourself feel better

10. How to deliver
bad news

11. TheSix-Step
EPEC Model
www.epec.net
One model we can borrow – how doctors are trained to
tell patients about terminal illness (EPEC – Education for
Physicians on End of Life Care)
1. Make a plan
2. Find out what the audience knows
3. Find out what the audience wants to know, and how
4. Share the bad news
5. Respond to feelings
6. Follow up

12. StepOne:
Make a Plan
Make sure you have all the information
Decide who should be present
Decide who should communicate the bad news
Rehearse what they will say
Create the right environment
Allow adequate time and prevent interruptions

13. StepTwo:
Find out what
the audience
knows
What’s their “frame” – the way they picture your
organization and its environment
What do they already know about the situation?
How would they describe the situation?
What else have they heard about it?
How do they feel about it?

14. StepThree:
Find out what
the audience
wants to know,
and how
Full details, or partial information?
All at once, or in stages?
What communication tools will work best for the
situation, the audience, and your leaders?

15. Step Four:
Share the bad
news (finally!)
Be straightforward
Use simple language
Avoid technical jargon or euphemisms
Check for understanding
Don’t minimize the severity of the situation
Be prepared to pivot
Correct misinformation or misunderstanding

16. Step Five:
Respond to
feelings
Show empathy and sensitivity
Be prepared for a wide range of reactions
Acknowledge emotions
Use nonverbal communication where appropriate

17. StepSix:
FollowUp
Share next steps - solutions
Provide sources of support
Commit to continued engagement

18. The missing
steps?
Some other things to think about:
• Forecasting/preannouncements/advance warnings
• Giving an explanation or justification
• Accepting responsibility and, if appropriate,
apologizing
• Building coalitions to build internal and/or external
support

19. Some key
interpersonal
skills

20. Building a base
of trust
People handle bad news better when:
• You have a history of reliability
• They perceive you have good intentions toward them
• They perceive the decision process is fair
• They have an opportunity to give feedback

21. Owning it
Bad news is always better coming from your
organization than from an outside source
It’s not about the “spin” – you have to “right the wrong”
If the outcome is really negative, you still need to follow
the process – just don’t expect to wave a magic wand
and make everyone feel better

22. Doing it right
Breaking bad news in the right way can:
• Help people cope
• Help people plan
• Support people emotionally
• Strengthen relationships
• Foster collaboration
• And position your organization to move beyond the
bad news to a new future

23. Thank you!
Blythe Campbell
(907) 717-7546
Blythe.Campbell@nana.com
Twitter @BlytheCampbell
LinkedIn BlytheCampbell