CHAPTER 9
Zooming In Critical Thinking Answers
Suppose you made an honest mistake that could prove expensive for your
employer or internship provider. Would you blurt out the bad news
immediately, or consider strategies to soften the blow somewhat?
Revealing bad news slowly usually softens its impact. Most people would prefer
to be let down gently. Whether consciously or unwittingly, most of us adopt
What are some of the techniques you could use if you had to deliver a bad-news message in
print or online for a company such as Royal Caribbean or Carnival Cruise Lines?
Much depends, of course, on the severity of the bad news and the relationship between you and the
audience. In business messages to customers, you could start with a buffer, which is a neutral
statement. Then you could offer reasons for the bad news before revealing it in a straightforward
Based on the information presented in this Zooming In, how would you evaluate Royal
Caribbean’s crisis management and communication skills?
Some commentators felt that Royal Caribbean had acted recklessly because the National Oceanic
and Atmospheric Administration (NOAA) had forecast hurricane conditions. One critic even suggested
Several crisis management experts discussed Royal Caribbean’s communication strategy after the
Anthem of the Seas incident. They felt that the cruise line appeared to scapegoat captain Claus
The cruise line won praise for taking responsibility in its apology by admitting it needed to do better
The worst communication misstep, according to Vincent Schiavone, one of the crisis management
Ethics Check Answers
Volkswagen CEO’s Sputtering Apology
Volkswagen CEO Matthias Müller violated several principles of apologizing properly. First, his company
waited almost a year before admitting that it indeed had installed software to cheat during pollution tests.
Müller, newly appointed to the top post, waited nearly four months before finally meeting with EPA
officials. Taking responsibility for the wrongdoing and apologizing promptly go a long way, whereas a
cover-up is nearly as bad as the primary offense. This is why the chief executive’s backpedaling and
renewed denial of the deception in the first NPR interview seemed all the more puzzling. After all, the
evidence was indisputable, and the carmaker had already conceded that it had manipulated emissions in
its diesel vehicles. Remorse and sincerity seemed largely absent from Müller’s words and actions.
Moreover, the Volkswagen chief was slow in explaining specifically how the company would fix the
problem that is affecting millions of Americans. The carmaker has so far failed to promise that it would
never cheat again. After the botched first interview with NPR, Müller did not take responsibility for his poor
performance but attributed his failing to noise and chaos at the Detroit auto show. His spokesman claimed
that Müller had misunderstood journalists who were shouting at him in various languages. [Kresge, N., &
Rauwald, C. 2016, January 12. VW CEO flubs interview with apology tour off to rocky start. Bloomberg
Business.]
An Abrupt Exit Is Bad News
Quitting without warning not only puts the hated manager in a bind, but also creates a hardship for the
other workers who must pick up the slack until a replacement can be found. Such a sudden departure
burns a lot of bridges. Here it ruined positive connections with all the other employees. An emotional
intelligence guru, Travis Bradberry, believes that our success at work “revolves around the people you
meet and the connections you make.” He says that “Dropping an atomic bomb on any professional
relationship is a mistake.” [Bradberry, T. 2016. The 9 worst mistakes you can ever make at work.
Talentsmart.]
Critical Thinking Answers
1. Discuss the motivation of people who keep quiet and struggle with dispensing bad news.
Giving bad news is unpleasant, and many of us prefer to avoid it or hide behind technology to avoid
2. Should organizations fear websites where consumers post negative messages about
products and services? What actions can companies take in response to this disruptive
influence?
Proactive companies are creating their own Twitter and Facebook accounts and trawling the Web so
that they can monitor comments and respond directly to consumers through social networking sites.
3. Consider times when you have been aware that others were using the indirect strategy in
writing or speaking to you. How did you react?
Students may indicate that they appreciated the indirect pattern because it was more tactful and
made them feel that the communicator cared about their feelings. On the other hand, students may
4. What might be some advantages and disadvantages to being let go remotely, if any? Why
might it be a good idea to rein in one’s frustration and anger?
Although it is brutal, being told over the phone may help the person absorb the bad news and
respond to it in private rather than in front of coworkers. This advantage is lost, of course, when the
Experts recommend that fired workers who are not telecommuting not hide out at home but “put on
your game face and head back to the office one last time” to collect their belongings and say
goodbye. Also, telecommuters should call their former colleagues, business professionals believe.
5. Ethical Issue: You work for a large corporation with headquarters in a small town. Recently,
you received shoddy repair work and a huge bill from a local garage. Your car’s
transmission has the same problems that it did before you took it in for repair. You know
that a complaint letter written on your corporation’s stationery would be much more
authoritative than one written on plain stationery. Should you use corporation stationery?
Although the letter might seem more impressive on corporation stationery, it is clearly unethical and
WRITING IMPROVEMENT EXERCISES
9.1 Organizational Strategies
a. Indirect
9.2 Employing Passive-Voice Verbs
a. Because more stringent security is required, company tours must be postponed indefinitely.
b. Because free shipping cannot be offered after January, act now! 1. OR: Act now! Free shipping is
9.3 Subordinating Bad News
a. Although your cabinet hinge is no longer manufactured, we are sending a replacement that should
work for you.
b. Although smoking is not allowed within 5 feet of a state building, the college has set aside 16 outdoor
smoking areas.
9.4 Implying Bad News
a. Your order for hand-dipped chocolate-covered fresh strawberries is ready and will be shipped as soon
as you call us with your credit card number.
Activities Solutions
9.5 Document for Analysis: Request Refusal—Bitter Taste of the Beach
Weaknesses
a. Fails to develop a positive tone with a gracious opening and closing.
Revision
Current date
Ms. Diane Hinchcliffe
Taste of the Beach
310 Ocean Avenue, Suite 304
Carmel-by-the-Sea, CA 93521
Dear Ms. Hinchcliffe:
Taste of the Beach has always been a popular summer charity event here in Carmel-by-the-Sea. I’m glad
to hear that this year’s event will combine new and established food, wine, music, and artistic offerings
from prized vintners, renowned chefs, and performing artists.
Sincerely9.6 Document for Analysis: Bad News to Customers—Security Breach at Westport
Payment Systems
Weaknesses
a. Begins weakly with a general statement leaving receivers wondering why the message was written.
b. Includes a long lead-in (This is just to let you know that).
c. Fails to explain exactly what happened and when the security breach took place.
Revision
To: Dane Burgess <dane.burgess@premier.net>
From: Sierra Schneider <sschneider@westportpayment.org>
Subject: Security Incident at Westport Payment Systems
You are receiving this e-mail because of a recent incident at Westport Payment Systems resulting in the
release of some customer e-mail addresses.
On November 12 we learned that computer hackers had maliciously exploited a function designed to
make our log-in process faster. The hackers deliberately went to great lengths to extract customer e-mail
9.7 Document for Analysis: Claim Denial—Warranty Does Not Mean a New Device
Weaknesses
a. Begins with a long lead-in (This letter is being sent to you to inform you that).
b. Delivers the bad news bluntly with no effort to soften the blow.
Revision
Current date
Ms. Mia Tranquillo
501 Westhampton Way
Richmond, VA 23173
Dear Ms. Tranquillo:
Many of our customers purchase the Peace of Mind Plan to insure their valuable smartphones against
theft, loss, and malfunction as you have done. The low fee of $9.99 a month is a wise investment in
protecting your expensive device.
Although fairly sturdy, today’s smartphones are very sophisticated electronic gadgets that require proper
care and handling. The Peace of Mind Plan is designed for the most common incidents smartphone
owners experience, such as when their devices are stolen, lost, or defective. In addition, all our cellular
phones are backed by a one-year manufacturer’s warranty against manufacturing defects. Under the
Peace of Mind Plan, we gladly replace smartphones as long as they have not been exposed to liquids or
have not sustained physical damage. Our service technicians discovered that the dot indicating liquid
intrusion inside the device had turned bright red. In addition, the smartphone casing showed signs of blunt
force.
Although the one-year manufacturer’s warranty has expired by now, you have options, Ms. Tranquillo.
You may want to purchase a low-cost remanufactured Zero Plus for $149 plus tax. Alternatively, you could
buy any of our newest cell phones at full retail cost. Furthermore, your two-year contract is nearing Month
20. This means that you will be able to choose from a number of free or inexpensive models with a new
two-year contract.
Please visit any of our retail outlets for a personalized consultation, or go to
www.westhamptonwireless.com to browse new calling plans, view current smartphones, and order your
product or service online.
Sincerely,