Module 4 Company CEO Negative Messages Case Study Follow the instruction to write 2pages discussionPlease go through every details carefullyAll the work mu

Module 4 Company CEO Negative Messages Case Study Follow the instruction to write 2pages discussionPlease go through every details carefullyAll the work must be originalTurnitin report is required Module 4: Negative Messages
Writing Negative Business Messages
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Routine business correspondence also includes conveying bad news. Writing negative messages can be challenging because you not
only want to resolve an issue but also want the audience to accept your decision. That doesn’t mean they will like the decision, but they
should find your decision to be reasonable & substantiated. A few situations requiring negative messages include declining requests,
announcing an emergency situation, terminating employment, & rejecting job applicants.
Awareness of the emotional impact of negative news is important. You want to avoid language, tone, & style that can result in an angry
response that escalates the situation rather than resolving it calmly. Be sensitive to words & phrases that may come across as
dismissive, insulting, or remonstrative. Positive words can be used effectively in negative messages to soften the impact. (See Table 9.1
Choosing Positive Words in Ch 9 of the textbook.) Your audience should not be made to feel like a number, childish, or lacking
intelligence.
A major decision when writing a negative message is choosing between the direct approach & the indirect approach. The direct approach
gets right to the point & presents the bad news in the opening statement. The indirect approach uses a buffer to help ease into the bad
news. Refer to Figure 9.1 in Ch 9 of the textbook for a comparison of the two approaches.
Each approach has its appropriate application. For example, in the case of a crisis situation such as a toxic waste spill, the direct
approach is necessary to convey the seriousness & urgency of the moment. In contrast, the indirect approach is useful when sending a
rejection letter to a job applicant. Starting with something neutral or positive can help prepare the rejected applicant for the bad news.
Refer to Table 9.2 Types of Buffers for strategies & examples related to specific kinds of situations.
For Discussion:
During a recent conference I attended, a professor used the following real-world negative message as an example of poor business
correspondence. Keep in mind as you’re reading it, that the message was actually sent by a CEO to his employees.
After the message was made public, the company’s stock plummeted 22% in 3 days.
Click on the link below to read the CEO’s message:
Cerner Corporation CEO’s Negative Email to Managers.pdf
Part A: After reading Patterson’s negative message, identify at least 3 disastrous statements he made, discuss why they’re problematic,
& how they could be corrected for a more professional approach. Cite specific examples to explain. (Minimum 150 words.)
Low Emotional Involvement Direct
Approach
Specific purpose: To inform employees that
the free coffee stations on each floor are being
removed to save money
1. Announce that the coffee stations are
The bad news
being removed
11. Explain that the change is part of an
effort to help the company avoid temporary
Reasoning
salary reductions during the slow economy
III
. Explain that coffee and fruit will be Additional info
available for purchase throughout the day
in the employee cafeteria on the first floor
IV. Mention-in an upbeat way—that the walk Positive angle
up and down the stairs will help employees
re-energize when they need a break
V. Explain that the management team will Additional info
review profit levels quarter by quarter to
see if the coffee stations can be put back
VI. Thank everyone for their continued efforts Respectful close
to boost sales and cut costs; with our
combined efforts we will get through this
slow period and return to solid growth
as soon as possible
High Emotional Involvement »Indirect
Approach
Specific purpose: To inform employees that
the Triton project, one of the new products
currently in development, is being canceled
I. Remind employees of the company’s
strategy of periodically reviewing cost and Buffer
revenue projections for every new product
under development
II. Describe recent increases in material costs
that will affect the manufacturing costs of Reasoning
all the company’s products
III. Describe the recent entry into the market
of a new competitor whose prices
Reasoning
significantly undercut the projected retail
price of the Triton product
IV. Explain that between these forces, the
Additional info
Triton project no longer looks like a
profitable product for the company to pursue
V. Announce that the project is being
cancelled, effective immediately
The bad news
VI. Explain that management is currently
Positive angle
deciding where to redeploy the Triton staff;
their jobs are safe
VII.Thank all the employees on the Triton team
for their commitment and effort; emphasize Respectful close
the strong prospects for the company’s
other new products
Figure 9.1 Comparing the Direct and Indirect Approaches for Negative Messages
The direct and indirect approaches differ in two important ways: the position of the bad news within the
sequence of message points and the use of a buffer in the indirect approach. (“Using the Indirect Approach
for Negative Messages” on page 258 explains the use of a buffer.) Both these messages deal with changes
made in response to negative financial developments, but the second example represents a much higher
emotional impact for readers, so the indirect approach is called for in that case. Figure 9.2 explains how to
choose the right approach for each situation.
Analyze the situation and the
message you have to deliver.
Use the Direct
Approach
Yes
Is this an
emergency, or do
you need to get
someone’s
attention?
Use the Indirect
Approach
1. Open with the
negative news.
1. Open with a buffer.
No
2. Give reasons for
the situation or
decision
2. Build up the reasons
for the situation
or decision.
Yes
Do you know that
the audience always
prefers the direct
approach?
3. Present the
negative news.
3. Offer any additional
information that will
help the audience.
4. Offer any additional
information that will
help the audience.
No
4. Close on a
respectful note.
5. Close on a
respectful note.
Low
High
How important is
this issue to the
audience?
Medium
No
Yes
Will the news
comes as a shock?

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