As a business leader, there will inevitably be times when you must have difficult conversations with employees, clients or stakeholders to fill them in on unfortunate or challenging developments. Whether you need to inform customers of a problematic situation or announce negative company news to the team, these communications can be stressful and emotionally charged.
With the right preparation and approach, you can navigate these tough situations with confidence and professionalism. Below, 15 Forbes Communications Council members provide tips for business leaders on how deliver unpleasant news in the most sensitive and effective ways.
1. Be Direct, With Respect
Being respectfully direct happens to be one of our company values and my personal favorite. It has served us well as a guide through the earnings calls, organizational restructuring and customer communications weâve had to weather, given the recent economic headwinds in the tech sector. Aretha Franklin had it right: A little R-E-S-P-E-C-T goes a long way and reminds us to treat each other as humans first in all things. – Mini Peiris, Doma
2. Always Come With A Solution
No problem is unsolvable, and thinking through at least two possible scenarios demonstrates preparedness to own the issue and find a better way forward. Mistakes can lead to better results, helping companies identify areas for improvement and build stronger businesses. Approaching mistakes with empathy and intent paves the way forward and deepens trust. – Heather Spilsbury, 50/50 Women on Boards
3. Remove The âVeil Of Ignoranceâ
If you are breaking bad news, chances are the news is better for you (for example, you arenât being laid off), so it can be easy to slip into not considering other perspectives. The philosopher John Rawls described this as a âveil of ignorance.â When breaking bad news, remove the veil and write or speak as if you donât know which side of the divide you will be on. This ensures more empathetic thinking. – Scott Hitchins, Interact Software
4. Take Responsibility For Any Part You Played
There are very clear things you should do when delivering bad news, such as getting to the point, avoiding any form of sugarcoating, connecting empathetically and so on. However, my No. 1 tip is to take initiative and proactively take ownership of any part of the scenario you may be responsible for, then form a real and meaningful solution (if thereâs one to be found). – Cody Strate, Novel Koncept
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
5. Consider What Customers Will Think Of You Later
I was taught to look ahead one year and imagine what our customers will say about the actions we are about to take today. If we think in this context, we realize that the world will not endâwe just have to deal with the bad news in front of us, always with an eye on what our customers will think of us one year from today. Block out the noise and help those you counsel do the same. – Bob Pearson, The Bliss Group
6. Test Communicationsâ Impact Before Wider Distribution
Companies around the world are facing inflationary and volatile economic environments that inevitably spur bad news, including declining stock value, staff reductions and price increases. To maintain your brand integrity, lean into extreme empathy and honesty. Be sure to test your communicationsâ impact with smaller groups, such as a customer advisory board, prior to wide distribution. – Nicole Zheng, Pontera
7. Create A Draft And Read It As Your Audience
Draft what you need to say. Read it from the point of view of your consumer or target audience. Then edit! How would you, in the target audienceâs shoes, prefer to hear this unpleasant news? Be open and honest about what led to this unpleasant situation and what the next steps are to regain the target audienceâs trust. Focus on what the target audience needs to know, but from their perspectiveânot the boardroomâs. – Kimberly Osborne, UNC Greensboro
8. Be Curious About Hidden Assumptions
It is important to be open and authentic with your customers when you have to give them bad news. You should be curious about their hidden assumptions and listen to what they have to say. Remember that your customer is not your enemy; work together to find a solution and to ensure they understand the next steps if the news impacts any of their planned outcomes. – Kurt Uhlir, eXp World Holdings
9. Plan The Conversation Backward
Start by thinking about how the person on the receiving end will feel when they hear this news. Then, figure out how you can lead with empathy to help them make sense of this information and validate their feelings (even if you donât agree). But remember that itâs important to set clear boundaries and not allow yourself to become the scapegoat for things outside of your control. – Brittany Garlin, Vista Social
10. Anticipate Reactions And Prepare To Address Concerns
Anticipate the other personâs reactions and be ready to address their concerns. Show empathy and understanding of the situation, and communicate the information clearly and honestly. Stay calm and professional, and be willing to listen and respond to their feedback. With sensitivity and professionalism, you can mitigate the negative impact and maintain a positive relationship. – Tony Liau, Object First
11. Prepare Your Talking Points In Advance
Fail to plan, and you plan to fail. Prepare thoroughly and plan out what you want to say in advance. This will help you to stay focused and organized during the conversation. Remember to keep a positive and professional demeanor throughout the conversation, even if it becomes emotionally charged. By doing so, you can help to minimize any negative impact and maintain trust and credibility. – Patrick Ward, Rootstrap
12. Respond Openly And With Genuine Concern
Be honest with your audience and address the situation by responding openly and with genuine concern. Concentrate on using the right words, and show empathy and compassion. Take responsibility and communicate the situation very transparently, avoiding any possibility of lighting a new match that could spark a new fire. – Dora Hrkac, Esyasoft Technologies
13. Be As Prepared To Answer Questions As Possible
Deliver the news steadily and get to the point, but be as prepared as possible to answer any questions that could arise. We do not get the luxury of having all the answers, but it will go over better if you show that you are providing as much information as possible. Be sure to lead with empathy and the understanding that this is not easy news to hear. – Sarah Lero, A.L. Huber
14. Be Empathetically Direct, And Donât Linger
Work on being empathetically direct. Avoid a big build-up or covering ten other topics and saving the hard news for the end. It discredits you and confuses the message. Also, donât prologue the conversation. Deliver the key points, answer questions or offer follow-up, and wrap it up. Lingering allows for unrelated topics and concerns to slip into the conversation, which can derail the audience. – Erica Morgenstern, Virgin Pulse
15. Speak The Truth In Straightforward Language
Speak the truth, using only straightforward language. Customers are extremely savvy and will see right through any jargon or excuses. Take accountability. Explain your action plan for success. Detail exactly how youâll carve a path forward toward progress. By sharing your story, youâll connect with customers through authenticity, which is the best way to turn a bad situation into a better one. – Melissa Kandel, little word studio