8.6 Presenting Negative News in Person
Most of us dislike conflict. It may be tempting to avoid face-to-face interaction for fear of confrontation, but delivering negative news in person can be quite effective, even necessary, in many business situations. When considering a one-on-one meeting or a large, formal meeting, consider the preparation and implementation of the discussion.
The first step involves a clear goal. Stephen Covey recommends beginning with the end in mind (Covey, 1989). Do you want your negative news to inform, or to bring about change, and if so what kind of change and to what degree? A clear conceptualization of the goal allows you to anticipate the possible responses, to plan ahead, and to get your emotional “house” in order.
Your emotional response to the news and the audience, whether it is one person or the whole company, will set the tone for the entire interaction. You may feel frustrated, angry, or hurt, but the display of these emotions is often more likely to make the problem worse than to help solve it. Emotions can be contagious, and people will respond to the emotional tone of the speaker.
If your response involves only one other person, a private, personal meeting is the best option, but it may not be available. Increasingly people work and contribute to projects from a distance, via the Internet, and may only know each other via email, phone, or videophone/videoconferencing services. A personal meeting may be impractical or impossible. How then does one deliver negative news in person? By the best option available to both parties. Written feedback may be an option via email, but it takes time to prepare, send, receive, process, and respond—and the written word has its disadvantages. Miscommunication and misinterpretation can easily occur, with little opportunity for constructive feedback to check meanings and clarify perceptions.
The telephone call allows both parties to hear each other’s voices, including the words, the inflection, the disfluencies, and the emotional elements of conversation. It is immediate in that the possibility of overlap is present, meaning not only is proximity in terms of voice as close as possible, but both parties may experience overlaps as they take turns and communicate. Telephone calls allow for quick feedback and clarification questions and allow both parties an opportunity to recycle and revisit topics for elaboration or a better understanding. They also can cover long distances with reasonable clarity. Voice over Internet Protocol (VoIP) allows you to do the same with relatively little cost. While there are distinct advantages, the telephone lacks part of the nonverbal spectrum available to speakers in a live setting.
Video conferencing is another option for communicating negative information and is a much richer channel than the telephone. In situations when it is not possible for both parties to meet face-to-face, video conferencing is the best option when delivering negative news. Speakers are not only able to hear each other’s voice, but can also observe non-verbal cues which are essential to effective communication. Even though negative news is being communicated, the speaker can use body language to show empathy and understanding.
Live and in person may be the best option for direct communication with immediate feedback. In a live setting, time is constant. The participants may schedule a breakfast meeting, for example, mirroring schedules and rhythms. Live, face-to-face communication comes in many forms. The casual exchange in the hallway, the conversation over coffee, and the formal performance review meeting all have interpersonal communication in common.
If you need to share the message with a larger audience, you may need to speak to a group, or you might even have to make a public presentation or speech. If it needs a feedback loop, we often call it a press conference, as the speech is followed by a question and answer session. From meeting in the hallway to live, onstage, under camera lights and ready for questions, the personal delivery of negative news can be a challenging task.
Want to learn more?
Myra Golden, who coaches customer-facing professionals, explains how to deliver bad news to customers.