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11: Writing Negative Messages 11-1
IMPORTANT NOTICE TO OUR CUSTOMERS:
We regret to announce that due to unforeseen circumstances, the “Friends and Family” free iced drink
promotion has been suspended indefinitely. Starbucks can no longer honor the online coupons and
vouchers associated with this promotion. These coupons were distributed electronically throughout the
month of August. We apologize for this inconvenience, and appreciate your business.
[LO-5] AACSB: Written and oral communication
11.42. Message Strategies: Refusing Claims and Requests for Adjustment
Note: It might be tempting to resort to humor in this case of a giant hog more or less eating a customer’s
iPhone, but the customer isn’t likely to find the situation funny. The best strategy is a straightforward
answer that refers to the conditions covered in the guarantee, using the indirect approach to lay out those
reasons before denying the request.
Dear Mr. Simmons:
Thank you for writing about the unfortunate accident with your iPhone case. If you’ve had the chance to
review the guarantee information that came with your case, it states that we will reimburse customers for
the cost of a new phone if the case fails to protect it from any of the following: (1) a drop of no more than
6 feet onto any surface, (2) spills of any beverage or common household chemical, (3) being crushed by
[LO-5] AACSB: Written and oral communication
11.43. Message Strategies: Negative Announcements on Routine Matters
Note: Because the concierge service is so popular, this announcement is sure to disappoint the employees
who’ve taken advantage of it. The indirect approach will probably be best, and it will be important to
assure the audience that the company will do all it can to restore the benefit in the future.
Since it was implemented last year, the employee concierge service has turned out to be one of our most
Unfortunately, lower-than-expected profits this year have forced us to look for ways to trim the budget.
After Friday of this week, concierge services will be suspended until further notice. We hope this will be
only a temporary interruption of the services, and when the company’s financial situation improves, we
[LO-5] AACSB: Written and oral communication
11.44. Message Strategies: Negative Announcements on Routine Matters
Note: The indirect approach would be helpful in this situation because the message is probably
unexpected, and some employees may have a high emotional stake in it as well. You can certainly
sympathize with their concerns over freedom of expression, but make it clear that protecting the company
Copyright © 2018 Bovée and Thill LLC
11: Writing Negative Messages 11-2
—for the good of all employees—is the overriding concern. A good strategy is to start with a buffer that
reminds the audience of the importance of protecting the company. In addition, some background
scrutiny.
[Subject line] Protecting Webcor in the blogosphere
Hello everyone,
As you know, Webcor’s reputation is vital to our success. Our public image plays a key role in our
relationships with current and potential customers, suppliers, lenders, government agencies, and
community groups. In addition, our strategic plans, financial plans, and other confidential information
In that same spirit of protecting the company’s important resources, we will begin monitoring employee
We also do not want to stifle legitimate and constructive criticism within the company. If you do have a
question or concern, I encourage you to speak with your immediate supervisor. If that conversation
[LO-5] AACSB: Written and oral communication
11.45. Message Strategies: Rejecting Suggestions and Proposals
Note: This is a challenging situation because on its surface at least, the request is entirely reasonable.
Why shouldn’t Google compensate people for their time, energy, and expertise, when those contributions
ultimately help Google by reducing support costs and stimulating the growth of the Android market? In
the scenario presented in this case, however, the company has determined that the costs and complexity of
administering such a program would be overwhelming. The first paragraph in this sample solution serves
as a buffer and an introduction to the post. It acknowledges the requests that have been received and
treats them with respect by repeating the valid points that have been made. The second paragraph
outlines the reasoning that will lead to the negative response, focusing on the concern that is most
relevant to individual contributors. The third paragraph presents the negative response, and the fourth
“patches things up” with some relationship maintenance.
Greetings, Android enthusiasts:
From time to time, we hear the suggestion that Google should offer financial compensation to the top
We value your contributions, so we have explored what would be required of such a program, including
Copyright © 2018 Bovée and Thill LLC
11: Writing Negative Messages 11-3
compensating contributors from dozens of countries. Fairness is a particular concern, even if we could
figure a way around all the other issues. For instance, let’s say one user contributes a technical solution
that required lots of time to investigate and additional time to present clearly for everyone in the
We realize this isn’t a form of compensation, but Google’s policy of offering the Android software
without charge to phone manufactures does help keep prices down for users in the long run. Moreover, we
[LO-5] AACSB: Written and oral communication
11.46. Message Strategies: Negative Announcements on Routine Matters
Note: Since this letter contains bad news, it’s best to be brief, using the indirect plan. Start with a
reminder of the situation (you’ve worked with the company for five years), the refusal, followed by
reasons and explanations. The letter should close courteously.
Mr. Jason Allred
Midwest Sparkleen
4000 S. Howell Ave.
Milwaukee, WI 53207
Dear Mr. Allred:
For the past five years, our company has used Midwest Sparkleen for our interior and exterior cleaning.
As the new owner of Midwest Sparkleen, you know that I have had some concerns about service and
security over the past few months. According to my records, I’ve contacted your company by telephone
about the following issues:
The 11 instances cited above have given me mounting cause for concern, and an episode last week
convinces me that a change is called for. Last Thursday, the cleaning crew forgot to lock the lobby door
and left our entire facility vulnerable to theft from midnight until 8 A.M. Friday morning.
[LO-5] AACSB: Written and oral communication
Copyright © 2018 Bovée and Thill LLC
11: Writing Negative Messages 11-4
11.47. Message Strategies: Negative Announcements on Routine Matters
Note: This letter needs to tread gently, because insulting either the student or his parents will serve no
purpose and could result in negative word of mouth that will affect the tutor’s business. The tone needs to
be relatively formal while keeping the focus on the reader’s emotional needs. The short first paragraph in
this sample solution serves as both a buffer and an overview of the reasons that are going to lead to the
negative news. The second paragraph delivers the news in a gentle and slightly indirect way, suggesting
that student could benefit from a fresh start, rather than saying something blunt like “I can no longer
work with Drew.” The details in the third paragraph are invented for the purposes of this message, but
any message such as this would need to address the details required to terminate the business
relationship.
Dear Mr. and Mrs. Whitechapel,
As part of my ongoing commitment to providing the best possible service to all my tutoring clients, I
periodically review student progress and assess the potential for long-term success. This helps assure that
students get the best help possible and that parents get the best return on their investment in this service.
As you’ll recall from our previous discussions and exchanges, commitment has been an ongoing issue
Sincerely,
[LO-5] AACSB: Written and oral communication
11.48. Message Strategies: Responding to Rumors
Note: Given the constraints of Twitter and the need to cut through the emotion-driven misinformation in
the public sphere, these messages need to be clear and direct—even blunt. However, the focus should stay
on correcting the misinformation, not on criticizing the confused actress.
[LO-6] AACSB: Written and oral communication
11.49. Message Strategies: Negative Organizational Announcements
Note: Although this message will be distributed internally, it will still be important to avoid including any
comments you would not want the public to see. The primary goals are to prepare employees for the
negative reaction that will follow removing the Looney Launch from production, and to help them
understand the reasons behind your decision.
[post title] Looney Launch To Be Discontinued
Copyright © 2018 Bovée and Thill LLC
11: Writing Negative Messages 11-5
The Looney Launch bicycle ramp has turned out to be one of our company’s most popular products, and I
thank all of you for your efforts in making it a success. However, we have recently learned of a lawsuit
[LO-6] AACSB: Written and oral communication
11.50. Message Strategies: Communicating in a Crisis
Note: The fire at the EQ Industrial Systems site in Apex, North Carolina was a large-scale incident that
strained the company’s relationship with the surrounding community. A wealth of information about the
fire circulated quickly, and (not surprisingly) some of it turned out to be inaccurate. This posting should
have a “just-the-facts” feel, and should illustrate the company’s commitment to keep the public well
informed, respond promptly to the disaster, and restore the community’s trust.
[post title] Fire Under Control at EQIS’ Apex Facility; Tests Reveal No Serious Air Quality Problems
As the news media has reported, a fire occurred last night (Thursday) around 10:00 p.m. at the EQ
Two inaccurate rumors about the fire are circulating. First, it has been reported that our Apex location
housed chlorine gas (which is extremely hazardous). In fact, no chlorine gas was stored there. It is also
Whenever an industrial fire occurs, there are concerns about its potential effects on air quality. Residents
in the areas surrounding our Apex facility were evacuated as a precaution, but should be able to return to
EQ Industrial Systems sincerely thanks local law enforcement and fire departments for their assistance in
[LO-6] AACSB: Written and oral communication
11.51. Message Strategies: Responding to Rumors and Public Criticism
Note: The goal of this message is to provide calm, rational guidance in a time of apparent uncertainty.
This message should focus on factual points that will override any unsubstantiated rumors. The CEO has
a pronounced obligation to soothe employees and customers alike and maintain the stability of the
company. This is an important, proactive approach to damage control and an opportunity to refresh the
public’s mind of the positive aspects of the business.
[post title] Bankruptcy Rumors About After Hours Press Are Absolutely False
Copyright © 2018 Bovée and Thill LLC
11: Writing Negative Messages 11-6
There is an online “whisper campaign” that key investors of After Hours Press have backed out following
I would like to assure you that these speculations, as well as rumors about employee layoffs and the
All our divisions, including the Intellectual Property and Custom Comic-Book group and the superhero
While Borders’ bankruptcy has reduced the number of outlets where comic books and graphic novels can
be sold, we are aggressively pursuing other avenues of sale. Given our diverse work profile, which
Anthony Rainer
CEO
After Hours Press
[LO-6] AACSB: Written and oral communication
11.52. Message Strategies: Responding to Rumors and Public Criticism
Note: This message provides an opportunity to turn a negative into a positive. By being proactive, the
owner should meet the poor review head on by acknowledging the complaint, apologizing, and closing on
a positive note by offering the customer an unexpected benefit. If prepared correctly, this message will
convert a one-time customer into one who is appreciative and, therefore, loyal.
[www.yelp.com/biz/macrina-bakery-and-cafe-seattle-3]
[customer review; from website]
Anna F.,
Portland, OR.
I have to say, after reading the review I’m utterly under whelmed. We ordered two egg bialys, an orange
juice and a small iced latte for $20. The egg sandwich was really soggy from an overabundance of giant
chunks of onions and peppers and fell apart and lacked any seasoning. I ordered a nonfat latte and upon
[possible owner response]
Thank you, Anna, for coming to Macrina. I’m very sorry to hear the sandwiches you ordered were not up
to the mark, and that you were served regular latte instead of the nonfat latte you had ordered. It distresses
Copyright © 2018 Bovée and Thill LLC
11: Writing Negative Messages 11-7
Sincerely,
Leslie Mackie
Owner of Macrina Bakery & Café
[LO-6] AACSB: Written and oral communication
11.53. Message Strategies: Refusing Requests for Recommendations
Note: While this request may be uncomfortable at first, the sender should recognize that turning the
request into a positive opportunity will benefit Lang more than an inflated or untrue recommendation. By
providing positive information on one set of skills, the sender is helping Lang be realistic about her
employment goals—thereby narrowing her search to appropriate positions. This message should be
positive, upbeat, and encouraging. By providing specific positive comments on LinkedIn, the sender is
reinforcing a helpful but realistic approach.
[Subject line] Recommendation on LinkedIn
Dear Heather,
I am delighted to hear from you. Thank you for letting me know about your job-change plans. Your
excellent programming skills should make it easy for you to land a job.
I have always considered your core strength to be your programming skills, and I remember how your
Sincerely,
Kristen Anderson
Web Designer
The Simeon Designing House
[recommendation in LinkedIn profile]
[LO-7] AACSB: Written and oral communication
11.54. Message Strategies: Terminating Employment
Note: This is going to be an extremely difficult conversation, and recognizing that up front is the best way
to approach it. In addition to disrupting the candidate’s life and livelihood (even if he can get his old job
back, it will be awkward and embarrassing for him), you are losing a top-notch employee and probably
damaging the company’s reputation as well. (Experts in many industries tend to be well connected, so
chances are that quite a few people will hear Gunnstein’s story.) There is simply no way you can feel
good about the content of the message you must deliver, but you can deliver the message with compassion
and professionalism. Recognize that even though this is a phone call, it needs to be planned as carefully
as a written message. Anticipate Gunnstein’s state of mind and his reactions to the news so that you can
think through your responses ahead of time. An indirect approach is called for, but out of respect for him,
you must get to the bad news quickly. Delaying it with general chit-chat or extended explanations of the
company’s financial situation is disrespectful to him. A sincere apology is appropriate in this situation
(assuming you’ll consult with your company’s legal staff ahead of time).
[Notes to yourself are shown in regular font; talking points are in bold italics]
Copyright © 2018 Bovée and Thill LLC
11: Writing Negative Messages 11-8
III. Get right to the bad news so you don’t keep him hanging. The loss of so much revenue without
warning immediately changes the company’s financial picture. To stay afloat, the company is being
IV. His reaction is going to one of shock, understandably. He’s likely to be angry as well, particularly if
V. Depending on how he responds, I may need to discuss legal issues. [This information will depend on
VI. After I’ve delivered the news, extended our sincere apology, and handled any legal issues that may
arise, my next objective is to conclude the call as positively and professionally as possible. Everyone
[LO-7] AACSB: Written and oral communication
11.55. Message Strategies: Refusing Requests for Recommendations
Note: The best approach in this awkward situation would be to deny the request without providing any
substantive reasons. Mentioning your reasons could encourage follow-up communication, which you
don’t want. The short response shown here might feel blunt and insensitive, but the writer is not to blame
for the awkwardness of the situation, and no good can come out of dragging out the conversation.
Hi Daniel,
I’m sorry to hear your new job is not working out as you had hoped.
[LO-7] AACSB: Written and oral communication
11.56. Message Strategies: Refusing Requests for Recommendations
Note: This is an unavoidably unpleasant scenario, but it’s best to face the situation directly, with as much
Copyright © 2018 Bovée and Thill LLC
11: Writing Negative Messages 11-9
tact as possible. Refusing the request might lead to a termination of the social relationship, wherever that
stands, but if you’ve determined that you really can’t in good conscience give the recommendation that’s a
risk you’ll have to take. It might be tempting to say you can’t recall the person’s qualifications well
enough to write a letter, but that would only invite a hopeful response that fills in the missing information.
The inherent limitations of text messaging make the situation even more challenging. This sample
solution doesn’t come out and say “I refuse to write you a letter,” but it gets the point across in a less
direct way.
[LO-7] AACSB: Written and oral communication
11.57. Message Strategies: Negative Performance Reviews
Note: You have several goals in this message. First, it’s important to document your concerns about
Bridgewater’s performance. This may help her improve, but if she fails to do that, you’ll have something
in writing to fall back on later. Second, she’s a well-respected and highly qualified company
representative, so you want to make it clear that you value her contributions and are ready to help her
improve her performance in the areas you describe. (This sample response calls for a meeting, but
students should understand that it would be important to follow up with another document, detailing the
results of that conversation.)
DATE: April 5, 2018
TO: Elaine Bridgewater
FROM: Karen Sykes
RE: Intermediate Performance Review
One of my most important responsibilities is helping our employees succeed and excel at
First, I want to let you know how much I appreciate the remarkable credibility and knowledge you’ve
brought to our company. Your experience as a former touring pro has earned immediate respect from our
All of this shows that you are well qualified for the key role you play in maintaining positive relationships
with our retailers. However, we’ve recently received a number of complaints regarding your
communication with this important group. Specifically, retailers have expressed dissatisfaction based on:
I am confident that we can work together to eliminate future complaints such as these. The retail channel
is vital to our company’s continued success, and I’m sure you’ll agree that we must do all we can to
Copyright © 2018 Bovée and Thill LLC
11: Writing Negative Messages 11-10
[LO-7] AACSB: Written and oral communication
ASSISTED GRADING QUESTIONS (ACCESSED ON MYBCOMMLAB)
11.58. The five main goals in delivering bad news are to (1) convey the bad news, (2) gain acceptance
Written and oral communication
11.59. Companies should view employee whistleblowing as a positive information resource for two key
reasons: It alerts them to potentially catastrophic problems that need management attention, and it
Written and oral communication
Copyright © 2018 Bovée and Thill LLC
