PR truyền thông - Chapter 10: Delivering negative messages

Chapter 10Delivering Negative MessagesNegative MessagesInformation conveyed is negativeAudience’s reaction is negativeMessage does not benefit themUsually they experience disappointment or angerVarietiesRejections, refusalsPolicy changes not benefiting customerPoor performance appraisalsDisciplinary noticesInsulting, intrusive requestsProduct recallsPurposesPrimary PurposesTo give audience bad newsTo have audience read, understand, and accept messageTo maintain as much goodwill as possibleSecondary PurposesTo build good image of communicatorTo build good image of communicator’s organizationTo avoid future messages on same subjectPurposesWant audience to feelThey have been taken seriouslyThe decision is fair and reasonableIf they were in your situation, they would make the same decisionOrganizing Negative Messages: Clients & CustomersWhen you have a reason that the audience will understand and accept, give the reason before the refusalGive the negative information, just oncePresent an alternative or compromiseEnd with positive forward-looking statementOrganizing Negative Messages: SuperiorsDescribe problem clearlyTell how it happenedDescribe the options for fixing itRecommend a solution and ask for actionOrganizing Negative Messages: Peers & SubordinatesDescribe problem objectively, clearlyPresent an alternative or compromise, if availableAsk for input or action, if possibleMay suggest helpful solutionsAudience may accept outcomes better Parts: Subject LinesInclude the topic, not the specific negativeUse negative subject lines when the audienceMay ignore messageNeeds information to actKeep in mind not everyone reads all their messagesBe cautious of neutral subject linesParts: BuffersBuffer—neutral or positive statement that delays the negative Use a buffer whenAudience values harmonyBuffer serves another purposeYou can write good bufferFive most common types of buffers Positives/good newsFact or chronology of eventsReference to enclosuresThank the audience General principleParts: ReasonsClear, convincing reasons precede refusalPrepare audience for refusalHelp audience accept refusal Don’t hide behind company policyShow how policy benefits audienceIf no benefit, omit policy from messageParts: RefusalsPut refusal in ¶ with reason to deemphasizeImply refusal if you canMake it crystal clearFinalize message on subjectDon’t write 2nd message to say noParts: AlternativesOffers way to get what audience wantsShows you care about audience’s needsReturns audience’s psychological freedom (freedom of choice)Allows you to end on positive noteParts: EndingsRefer to a good alternative at endBest endings look to futureAvoid insincere endings: Please let us know if we can be of further help.ApologiesDon’t apologizeIf correcting only small errorWhen not at fault Do apologizeOnly onceEarly in messageBrieflySincerely By focusing on how to correct situationTone in Negative MessagesTone—implied attitude of the author toward the audience and subjectShow you took request seriouslyUse positive emphasis and you-attitudeThink about visual appearanceConsider timing of messageVarieties: Claims and ComplaintsNeeded when something has gone wrongUse direct organization patternGive supporting facts and identifiersAvoid anger and sarcasm or threats that you will never use company againVarieties: Rejections and RefusalsRequests from external audienceTry to use a bufferGive specific reasonsGive alternative, if anyRequests from internal audienceUse knowledge of culture, individual to craft replyVarieties: Disciplinary Notices and Performance AppraisalsPresent directly—no bufferCite specific observations of behavior Not inferencesInclude dates, quantitiesState when employee may return to work, if disciplinary action is takenVarieties: Layoffs and FiringsIf company likely to fold, tell earlyGive honest reasons for firingUnrelated face-saving reason may create legal liabilityAvoid broadcasting reasons to avoid defamation lawsuitDeliver orally; backup in writingUsing TechnologyDeliver bad news orally when possibleUse technology for widespread negative messagesE-mailSocial media