For more infomation >> LEX 18 News Now: November 28, 2017 3 p.m. - Duration: 4:26. 
[Bell Ringing] Ding Dong Ding
[Theresa M. Evans] on April 20th 2010 there was an
explosion on the Deepwater Horizon
drilling platform operated by BP oil. Eleven workers were killed and their bodies
were never found. The explosion also started the largest marine oil spill in
US history, releasing millions of barrels of oil into the Gulf of Mexico. So how
did BP oil respond to the crisis? BP CEO Tony Hayward tried to downplay the
effects of the oil leak. On May 18, 2010 Hayward claimed the environmental effect
of the oil spill was very, very modest. But the leak could not be stopped until
July and the well wasn't permanently capped until September. This spill
damaged marine and wildlife habitats along the fishing and tourism industries
along the Gulf Coast. The disaster led to protests and boycotts. But that wasn't
the only time Hayward misspoke. on May 31st, 2010 Hayward made an offhand
comment to reporters in reference to those affected by the tragedy. He said
"we're sorry for the massive disruption it's caused their lives. There's no one
who wants this over more than I do. I would like my life back." This may seem
like a minor offhand comment but it was widely reported and taken as extremely
thoughtless. The 11 people killed were never going to get their lives back. One
bad news event can spiral into more bad news and have long-term repercussions.
The Gulf oil spill is an extreme example but bad news comes in all shapes and
sizes. You may have heard the expression it's business, nothing personal. If you
have to deliver bad news remember this; receiving bad news is
always personal. The key to delivering bad news is to manage the response to
bad news. Someone has already been hurt, or is about to be hurt by the news you
will deliver. Nothing you say is going to make them feel better, but you can make a
bad situation even worse by saying the wrong thing at the wrong time. Never
downplay the effect of the bad news on others or complain about its effect
on you, doing so makes you appear selfish and inconsiderate. Remember you are
acting as the representative of the company. Buffer the bad news by
empathizing with the person, but be clear about the reasons for the bad news.
Provide additional information as needed. For example why the layoffs are
unavoidable, why the insurance claim can't be honored, why that person wasn't
chosen for the job. Close on a positive note. Now that's much easier said than
done, but the overall goal of delivering bad
news is this: to help the person to accept the bad news, to maintain good
will, and to avoid legal liability. To develop an effective bad news message,
you must know the circumstances. If the bad news doesn't rise to the level of
tragedy, you do not want to be overly dramatic. Acknowledge the impact on
others, but be cautious. An apology could be considered an admission of guilt and
that can create potential legal liabilities. Analyze the rhetorical
situation. What has happened? Who does it affect? Does the company need
to apologize, or does it need to manage reaction to an unpopular message? How
should the message be delivered? If possible the bad news should be
delivered face-to-face. Be transparent share, what you know, be upfront about the
situation. Hiding information will make a situation worse.
How credible are you in your role of delivering the message? How credible is
the organization you represent? Be empathetic. Yes, delivering bad news is a
difficult task. Yes, you may be facing a hostile audience, but you must maintain a
professional tone no matter what you are feeling.
You must project empathy. You want to be calm and collected but not callous. Be
reasonable, but choose your words carefully. The wrong word or phrase can
inspire anger and suspicion and if your credibility is already low be prepared
for your message to be rejected no matter what you say or how well you say
it. How you handle the delivery of bad news will reflect on your character.
Think of bad news as a key moment when the reputation
of your company can be strengthened if you are transparent, empathetic, and
reasonable. Minimize the damage so that you can maintain the goodwill of your
stakeholders.
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