Planning, Designing, and Revising a Business Communication Strategy

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Ricardo Leiva

3º Class of the 2010 Course of Business Communication of the Economics School at Navarra University

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Business Communication Planning, writing, and revising Creating goodwill Ricardo Leiva

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1 Bad News  Writing sensitive or negative messages requires careful thought. You must decide how direct or indirect your message should be and then choose words that maintain a professional relationship despite the problems  Research has shown that people form their impressions and attitudes very early when reading. At the same time, bad news is easier to accept when the reasons behind it are explained first 2 Bad News  For this reason, presenting bad news indirectly is often more effective than presenting it directly, especially if the stakes are high  Furthermore, when drafting international correspondence, keep in mind that many cultures are much less direct in their communications than Americans 3 Make your decision clear Help your audience accept the message Maintain a goodwill relationship Prevent further unnecessary discussion Preserve the company’s image Protect the company against lawsuits 4 Goals 5 Refusing  When you receive a request to which you must give a negative reply, you may need to write a refusal message containing bad news—something your reader does not want to receive  Refusals often vary with what is at stake for the writer or the reader 6 7 Context ("buffer") Explanation Bad News Goodwill Close Refusing Context  The opening (often called a "buffer") should provide a context for the subject and establish a professional tone 8 Context 9 Neutral Relevant Supportive Interesting Short What is the goal of a buffer statement in a bad-news message? a. To establish or strengthen the reader-writer relationship b. To apologize for the bad news c. To summarize the bad news d. To hint at the bad news Context 10 Neutral Relevant Supportive Interesting Short What is the goal of a buffer statement in a bad-news message? a. To establish or strengthen the reader-writer relationship b. To apologize for the bad news c. To summarize the bad news d. To hint at the bad news Explanation  The explanation should review the details or facts that lead to the refusal. Give the negative message simply, based on the facts. Do not belabor the bad news or provide an inappropriate apology 11 Explanation 12 Stress reasons that benefit others State reasons using positive language Explain the rationale for the “company policy” Present strongest reasons first Bad News  Neither the details nor an overdone apology can turn bad news into something positive. Your goal should be to establish for the reader that you have been reasonable given the circumstances. You need to organize the explanation carefully and logically 13 Bad News 14 Present bad news as a logical outcome State the bad news in positive and impersonal language Do not apologize unless you’re at fault Make the refusal definite Goodwill Close  The closing should establish (or reestablish) a positive relationship through goodwill or helpful informat.

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