Chapter 10 - Delivering negative messages. In this chapter, students will be able to understand: Different purposes of negative messages; different ways to organize negative messages; ways to construct the different parts of negative messages; how to improve the tone of negative messages; ways to construct different kinds of negative messages; how, and how not, to use technology for negative messages. | Chapter 10 Delivering Negative Messages Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Negative Messages Information conveyed is negative Audience’s reaction is negative Message does not benefit them Usually they experience disappointment or anger Varieties Rejections, refusals Policy changes not benefiting customer Poor performance appraisals Disciplinary notices Insulting, intrusive requests Product recalls Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Purposes Primary Purposes To give audience bad news To have audience read, understand, and accept message To maintain as much goodwill as possible Secondary Purposes To build good image of communicator To build good image of communicator’s organization To avoid future messages on same subject Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Purposes Want audience to feel They have been taken seriously The decision is . | Chapter 10 Delivering Negative Messages Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Negative Messages Information conveyed is negative Audience’s reaction is negative Message does not benefit them Usually they experience disappointment or anger Varieties Rejections, refusals Policy changes not benefiting customer Poor performance appraisals Disciplinary notices Insulting, intrusive requests Product recalls Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Purposes Primary Purposes To give audience bad news To have audience read, understand, and accept message To maintain as much goodwill as possible Secondary Purposes To build good image of communicator To build good image of communicator’s organization To avoid future messages on same subject Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Purposes Want audience to feel They have been taken seriously The decision is fair and reasonable If they were in your situation, they would make the same decision Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Organizing Negative Messages: Clients & Customers When you have a reason that the audience will understand and accept, give the reason before the refusal Give the negative information, just once Present an alternative or compromise End with positive forward-looking statement Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Organizing Negative Messages: Superiors Describe problem clearly Tell how it happened Describe the options for fixing it Recommend a solution and ask for action Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Organizing Negative Messages: Peers & Subordinates Describe problem objectively, clearly Present an alternative or compromise, if available Ask for input or action, if possible May suggest helpful solutions Audience may .
