22 Jun Previously, we studied routine
Previously, we studied routine and positive messages using the direct approach. This week, we’ll study negative messages that often (but not always) use the indirect approach. Examples of negative messages are a memo announcing budget cuts in a department, a letter turning down a job applicant or request for credit, an e-mail to a customer to convey that a shipment is late, or a press release on a company website announcing projected layoffs. We will also take a look at electronic communication which has quickly become the communication medium of choice for most, if not all, businesses.
Planning Negative Messages
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Negative messages are far more difficult to write than routine or positive messages because readers resist the message, either by objecting, or becoming angry, emotional, dissatisfied, or unmotivated. You might wonder: If readers are just going to be upset by a negative message, why not just blurt out the bad news and hope the bad feelings will blow over soon? The reason is that doing so runs the risk of damaging professional relationships, and will likely cause more problems. Crafting a well-written negative message is your best chance at preserving professional relationships and gaining acceptance of the negative message. In addition, crafting a message that softens the blow allows (ideally) for goodwill to be maintained going forward.
Key Point
In North America, we often speak of valuing directness, forthrightness, and honesty in communication. It is important to note that the direct and indirect approaches are both equally honest and forthright. Writers do not choose the indirect approach to be dishonest or deceitful. Both methods of organizing messages express the same ideas; the only difference is the format — whether the main idea comes first, or the reasons come first.
In the planning step of any writing task, we must analyze the audience. Here are some aspects of audience analysis we considered previously, when we worked on taking an audience-centered approach and writing routine and positive messages:
How many people are in my audience?
Who are they (gender, age, cultural background, position within the organization, etc.)?
How close is my relationship to them?
How much do they know?
How much do they need to know?
What are their interests in the situation at hand?
How will they react to my message?
The final question — “How will they react to my message?” — is crucial in helping us determine the type of message we’re writing. What makes a message negative? Just as in routine and positive messages, the content is part of the equation. If the message is one that announces something bad, then it is negative. But there’s more to categorizing these messages than just the content. We must also anticipate the audience’s reaction. Sometimes our perception of the message content as writers differs from how our audience will receive it. What seems like a routine announcement about a business change might come across as a real inconvenience for someone else. A negative message, therefore, is one in which we expect the audience’s reaction to be displeasure. If you anticipate that the reader is likely to become upset, angry, disappointed, or inconvenienced, then you’re delivering a negative message.
Just as with other kinds of messages, the next step after analyzing the audience is to establish your purpose for writing. Ask yourself these questions: What is the main idea you need to express? What do you want readers to think, do, feel, or believe after reading your message? The answers define your purpose. Once your audience and purpose are well-defined, the next step is to gather any necessary information, and choose a medium. When writing negative messages, the information you must gather will often be reasons for the negative main idea.
The last part of the planning step is to choose an organization: should you use the direct or indirect approach? With routine and positive messages, we use the direct approach. With negative messages, we usually use the indirect approach.
Writing Negative Messages
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Since the audience will be displeased to hear the news, writers should use the indirect approach. Begin with a buffer statement, continue with reasons, state the main idea, and follow with a positive close. We provide the reasons before the bad news itself to persuade readers to accept and understand the bad news, rather than rejecting it outright. Granted, readers typically will jump to the bad news part of the communication, but they will go back and read the reasons and rationale for the bad news. The following are some tips for handling each of these message parts effectively.
In the buffer statement, avoid giving the impression that good news is forthcoming, but also avoid telling too much of the bad news too soon. The buffer statement needs to be related to the content of the message, too. Many times, an effective way to begin is to make a statement of values, such as, “At Miller and Sons, customer service is our number one priority.”
Then, move on to the reasons that caused the bad news, such as, “Due to a manufacturing error at our plant in Taiwan, we did not receive our shipment of hand-beaded evening bags.” There may be more than one reason that led to the negative news. Presenting the reasons before the negative news itself is a means of persuading the audience to accept the negative news.
Then, deliver the bad news in unequivocal terms. Don’t hedge. Don’t try to soften the message so much that it’s open to misinterpretation. Be firm, yet respectful of your audience. “As a result, we are unable to fulfill your order by the date we promised.”
Close with a positive ending. This might be offering an alternative, when possible. Or, it might be a statement explaining how you’ve seen to it that the problem will not reoccur. It might simply be a forward-looking statement that lets the reader know that, even though you have bad news today, you still hope for a strong and long-term business relationship for the future. A positive close is particularly important in a negative message, as it is the writer’s opportunity to maintain or restore goodwill.
Most writers find this kind of message the most difficult to write and deliver because the audience has the most resistance. Knowing the basic indirect approach organization can help you draft messages quickly, easily, and most importantly, effectively for your readers.
The Direct Approach for Certain Negative Messages
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While most negative messages require the indirect approach, in certain circumstances, the direct approach is better. Readers who might prefer the direct approach are those who:
are not likely to respond emotionally;
understand, in advance, that they might receive bad news (such as applicants for credit or employment);
and like the direct approach as a personal preference.
Writers may also opt to use the direct approach in delivering negative messages when a particularly firm tone is necessary, and maintaining a positive working relationship is not a priority. To choose between the direct or indirect approach in delivering a bad news message, analyze your audience. Think about what your audience would prefer. Also, consider the likelihood of your audience listening to your reasons. Do not use the direct approach if you think the audience w
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