Tips for Announcing Bad News

No one enjoys being the bearer of bad news. However, if we can deliver it quickly and effectively, our message tends to go over much better.

Today’s guest post is by Thomas Mustac, Medical & Health Industry Specialist — Otter PR

We’ve all been on both ends of this uncomfortable conversation starter: “I have good news and bad news — which do you want first?” According to one study from the Society for Personal and Social Psychology, most people in the position of delivering news choose to open with good news, whereas those people receiving the news overwhelmingly prefer to hear bad news first.

No one enjoys being the bearer of bad news. However, if we can deliver it quickly and effectively, our message tends to go over much better.

Choose a capable spokesperson to announce the bad news

When your organization is in hot water, you need a spokesperson to represent you and convey your message. The spokesperson should be trustworthy, knowledgeable about the circumstances surrounding the announcement and how it affects your business, and able to communicate the bad news honestly and directly. Above all, they must be calm, cool, and collected.

A spokesperson making this type of announcement must keep their tone professional at all times. The goal is to deliver the news concisely while coming across as trustworthy, credible, and empathetic.

If you have more than one person who could serve as a spokesperson, choose someone with experience speaking publicly. If you don’t have anyone on staff who has done this before, consider hiring an expert public relations firm or consultant to help guide your communication efforts during this difficult time.

When announcing bad news, be direct

When breaking bad news, be direct, honest, and transparent. Be clear about what happened, how it happened, and what your company is doing to improve the situation.

When announcing bad news, it’s human nature to want to sugarcoat the worst parts, to show yourself in a better light, or even to give false hope to your listeners. For example, when announcing that an employee has been fired, it’s tempting to sprinkle the announcement with euphemisms such as “involuntary departure.” While this wording may make the message easier to deliver, it can confuse the announcement and drag out the situation.

People want answers when bad news is announced, and they will quickly lose trust in someone who appears to be dodging the truth or hiding the facts. Resist the urge to beat around the bush or cast blame — this will only make you appear defensive. Take responsibility. Remember that people want answers, not excuses.

The key is to make your stance known and be as concise as possible. Deliver your message briefly without skirting the facts and drive that message home as you answer questions.

When there is bad news to announce, honesty is the best policy

Delivering bad news can be extremely stressful. When the pressure becomes too much, a spokesperson may resort to a lie, but no matter how small it might be, a lie can (and will) erode public trust and tarnish your organization’s image. At this point, you must deal with an image problem in addition to your original crisis.

Transparency will always serve you best in the end. Use your announcement to state the facts, limit the damage, and outline your plan for moving forward.

Before announcing bad news, make a game plan

When you are tasked to deliver bad news, a game plan will help you stay on message. Before the announcement, have a clear idea of what you want to say and the message you want to send, and make sure you have a clear idea of what you want the announcement to achieve.

After crafting your message, think through the questions you will likely be asked in the wake of the announcement. Rehearse possible answers to each, keep them concise, and ensure they strike an appropriate tone for the particular situation.

In an emotionally charged setting, people often become flustered or distracted. While breaking bad news, you can easily find yourself rambling or losing your train of thought, but a game plan helps keep you organized and on point. Even if something unexpected happens during the announcement or press conference, you can still get your message across clearly and effectively.

As you announce bad news, be open to feedback

After your announcement, ask for feedback and listen to it carefully. Take time to think about what people are saying and consider how you can use that information to improve your organization’s performance in the future. Be prepared to make changes based on the feedback you receive from employees, customers, and partners impacted by the announcement.

Announcing bad news is never easy, but there are steps you can take to make it less stressful. By choosing a capable spokesperson who can handle the situation professionally, you can be direct and honest with your audience by explaining exactly what happened and what they can expect next. After making the announcement, open yourself up for feedback from those with constructive advice.

Thomas Mustac is Otter PR‘s medical and health industry PR specialist. He previously held positions at the “Dr. Oz Show” and New York Medical College. He has his Master’s Degree from Iona College and received an Advanced Certification in Nonprofit Public Relations. He has a diverse background in healthcare, pharmaceutical, telehealth, tech, cosmetics, sports, and interior design public relations.

Did you enjoy this post? If so, I highly encourage you to take about 30 seconds to become a regular subscriber to this blog. It’s free, fun, practical, and only a few emails a week (I promise!). SIGN UP HERE to get the thoughtLEADERS blog conveniently delivered right to your inbox!