How to deliver bad news with empathy
Paul Robinson
Now retired - Ex B2B Marketing Consultant / Manager - Value - Engagement - Demand - CIM Qualified
We all have to deliver bad news at some point - right?
This example from the CEO of Stripe, Patrick Collison, grabbed our attention as a very good example of how to deliver bad news.
Take a look and read our tips if you are faced with this unenviable task.
Why is communicating bad news important?
Good communication is about sharing information and sometimes that information is not going to be popular, but it is still necessary. You have to focus on the fact that it is needed, it means you stay in control of the message and how it gets around the company. Ultimately this does maintain morale and relationships, although it may not seem so at the time.
Be prepared
You will need all the facts and figures at your fingertips. What is the news? Who does it affect? Why has it been made? What are the next steps? You need to consider what questions will be asked and have answers ready. The last thing you want is to be unable to answer their basic follow-up questions, leading to even more uncertainty for employees on top of already unsettling news.
Being able to answer their questions shows you have considered all aspects of the decision and have taken the time to find potential resolutions.
Deliver the news as soon as possible
The news may be known by parties inside or outside of your organisation and bad news travels fast. Any delays in delivering the news will give your audience the chance to hear the news from other sources. This will lead to a lack of respect for you, making the process even more difficult and the chance for the information to become distorted.
Be direct and honest
Face the challenge directly and don’t make any attempt to avoid it. Don’t incorporate the news with other communications, as that will just leave a bad impression on everyone receiving it. Also, be completely honest and do not attempt to dilute or dress up the information, people will quickly see through it. Being anything other than honest will run the risk of amplifying the task and making the situation more difficult for all.
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Have empathy
Yes, you need to be direct but you also need to be considerate and have empathy with your audience. Strike a balance between being direct and empathic. Being too matter-of-fact might make you come across as uncaring while being too emotional risks the base message being lost.
Use clear language
It is important to use plain language that is easy to understand and is not open to misinterpretation. You need people to know exactly what you are telling them and what it means for them. This is no place for cliches or corporate jargon as confusion can heighten emotions and lead to further uncertainty.
Provide the context behind the news
This means that the employees will know why the decision has been made and the impact it will have. This is one of the most important elements of delivering bad news so spend time on this to give a comprehensive and honest justification.
Be balanced and neutral in your delivery, even if you don't agree with the decision. Picking sides will only give false hope and compromise your leadership and integrity.
Outline the next steps
You need to provide the next steps and the process going forward, how it affects your team and what they need to do next. Who is affected? What will it mean to them? What are the options for them? What do they need to consider and decide? What does the future look like and what are the timescales?
Provide the opportunity for feedback and questions
Many times the bad news will be generated quickly with little or no warning and no chance of a staff consultation process. You should give them the chance to ask questions and make their views heard. They might want to vent so prepare yourself for this and let them if necessary. Don't get emotional and certainly don't engage with them and argue back.
Bad news takes time to sink in so ensure they know they can get back to you with questions or comments going forward. Make them aware they aren't expected to just ask questions immediately but provide a time frame for this going forward.
Delivering bad news is never easy. We think Stripe got it right and hope these tips help you with a process that is necessary but never comfortable.