Be Good at Communicating Bad News

September 4th, 2008 at 03:38pm Kylie Crull

There will inevitably be a time in your career where you will have to be the chosen one to communicate bad news about your organization or client. Bad news, such as layoffs or poor financial numbers, is different from a full-blown crisis situation because you can usually choreograph and plan the dissemination of your message. However, if bad news is communicated or handled improperly and unethically, a crisis situation is sure to follow, causing much more damage to the organization’s reputation.

Avoid the instinct to hide or cover up bad news; it will not go unnoticed. Attempts to hide things from customers, employees, stockholders and the media usually backfire. This will make you look suspicious and guilty, likely resulting in a more sensational story. Give straight-forward facts to the reporter. If they have to dig for information, the story will linger in the press as more details surface over time.

Also, avoid trying to play-down or disguise bad news by combining it with good news. This obvious attempt at “spin” will only insult your audience. Instead, end the news release with a positive statement on how the organization is taking action to resolve the negative situation. After you release the bad news, follow up with the media at a later date to give them updates on what steps have been taken and the positive results that have occurred.

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